The confusion of Longwen education: The rate of teacher turnover is 70%-80%

March 14 6:30 P.M., the four-year Zeng Yifan sits in Longwen one-on-one with Huang Zhuang campus, constantly rehearsing and differential problem of various variant problems. Every Wednesday afternoon, from Zhongguancun a little after school, she will be through the St Cheung Park to come here to take a number of lessons. In the hair glass compartment behind her, teacher Liu is combing the English grammar points with the paper to help the senior three students Li Ling. After class, Li Ling might have to go to the end of the corridor to finish her homework and then go home. Every day from 4 o'clock in the afternoon to 10 o'clock is the most active period of tutorial school, and this campus is no exception. As the headquarters of Longwen Haidian District, the students here mostly come from Zhongguancun, a small, three-small, and Zhongguancun Secondary School, Peking University attached, and hkust attached. More than 10 glass compartments will be filled almost every night. In addition to the aisle wall plastered on the top of the admission list, student awards, Couch information, the campus does not have any beautiful decoration. Down the stairs to the first floor is the hundred meters of the bottom of the shop, Longwen the most eye-catching signs. It has a 7-11 convenience store on its left hand and a small class tutoring agency called Cochio. It is not surprising that in Zhongguancun, where the elite peaks and valleys stand. If you follow the South line of the Academy of Sciences, you will see that there is learning and thinking, giants such well-known brands to one institution, there are Olympian king, Chau Yu Education, such as small and medium class auxiliary institutions, as well as lurking in the residential buildings in the "small Workshop"-a short 500 meters of small street, light hanging brand of tutoring institutions have more than 20. "I came to this campus in early 2010 as a teacher, watching the big and small institutions up and down again, the real remains of the minority." "said Ma Lingling, director of the campus. The competition in cram schools is getting fiercer. According to the Education Department, at the beginning of 2011, there were 119,000 different types of private schools (educational institutions) in the country, and 18341 other private training institutions. Rough count, New Oriental, learn and think, learn big and amber, these listed companies all have K12 synchronous tutoring line of business, this is not the provincial capitals of the "Jianglong" and various "pop". Take Shijiazhuang, for example, a city has more than 2000 cram schools, each key middle school around the "pepper-like" to encircle nearly 50 large and small cram classes. "These cram schools are highly homogeneous, with little core competitiveness. A cram school founder said, "Now one-on-one is a fake one-on-one, nothing but a little girl kind of teacher to talk to the textbook, to improve the number of points to some advantage." This one-to-one is basically a senior custodian, leaving the child with a place to go after school three or four o'clock in the afternoon. "So many cram schools, no one has special cattle products. No difference in competition, the competitive pressure to the maximum force to the front end of sales. Ten years ago, you could get a student by spending 1 dollars on a phone number. Now, buses, newspapers and websites are all kinds of cram school ads. On the one hand, these ads create a fear for their children to become losers early, on the other hand, these colorful wordsSpeech is also constantly improving the cost of cram school sales. In the 2011, a single investment in the online advertising campaign reached 10 million yuan. It was revealed that the current President of the School of Education, Jinxin once asked: 20 million yuan a year of online advertising budget, can bring me 740 million yuan revenue? One investor said: "Now, a student pays 20,000 yuan for tuition, which may cost 5000 dollars." This is simply putting the cart before the horse. An educational institution, if the curriculum research and development put into the annual revenue of less than 5%, can not go far. At one point, the study counselor became the most powerful figure in the cram school. Two or three years ago, the study of education has been packaged three consultants, frankly speaking, the consultant is a salesman, responsible for the parents come to the store to provide advice and complete sales. The three top consultants, known as "future planners", have a sales commission of up to 9.5% (the market price is 4%) with annual income of more than 400,000. Education is a typical front-end sales-driven training institutions, it is said that the early years of the consultant to learn a few months income of 100,000 yuan. Cram school salesman, this is a new and bizarre industry. "3.15" The day before, we saw a senior sale in a coffee shop in Fuchengmen. He was a graduate student in the computer department, but stumbled into the line. This line of pressure, some companies to the end of the week to eliminate, 6 months to reach the sales target will be expelled. This line of interest is also great, after this spring festival, Anborkingham one-on-one once again refreshed Beijing's single course sales record: 620,000 Yuan. Previously, the record was maintained by the school education, with a figure of $570,000. According to John 8% Sales commission calculation, the consultant can get a single 50,000 Yuan commission. Since the parents have money in their pockets, consultants will find ways to pull it out. This has spawned a series of sales unspoken rules and "jargon": close the list, referring to consultants through the early stage of consultation, using the parents ' psychological weaknesses, suppress the students study status, professional completion of sales. Forcing a single, refers to the consultant in the final moments of the parents hesitate or bargaining before, no mercy, strong sales. Death of a single, refers to the parents of remedial effect is not satisfied, half-way back fee. In fact, not every cram school can successfully complete the refund. Generally speaking, the contract has "overlord clause", stipulates that once the student pays off the fee, must pay 15% of liquidated damages. "We generally do not retreat unless it is a particularly challenging parent." "In order to achieve sales objectives, some consultants will be in the advisory telephone confidential prices, opaque price competition, and even the ordinary teacher packaging as parents required famous teachers." "Once, a parent began to suspect, and just in the Public Security Bureau work, unexpectedly was detected." "Sales-oriented corporate culture is like a highly fertile vine that climbs to every corner of the company." Take Longwen as an example, from the campus to the city headquarters, weekly large and small regular meetings. Sharing is about how to study parents ' psychology and how to sell courses. Working notes for the director of a campus in Longwen, almost every day you write hints such as "consulting openings." Even Longwen's teachers were asked to go out and sell leaflets to passers-by to peddle courses. The teacher's income is not high compared with the counselor. Take Longwen as an example, the first one months of probation period, the teacher did not pay, only to earn the class fee. After the probation period, only 1500 yuan of the guaranteed wages plus the class commission. Take the Shanghai Zhao Jia Bang Road Campus For example, there are 80 students, nearly 30 teachers. From September 19, 2011 to September 25, the whole school district consumes 248.5 hours, the average class time is 160 yuan, the teacher who has the most classes in the week consumes 28.5 classes, and the teacher with the fewest classes consumes only 2 hour. If according to the industry's highest teacher's commission 40%, the teacher of the least class this week to earn only 128 yuan, on average, the monthly salary is roughly 2012 yuan. But in fact, the industry generally believe that the net profit to ensure that in 20%-30%, teacher fees will certainly be controlled under 30%. That is to say, if the teacher has a minimum of 1884 yuan in the month, or before the tax, if 30% is calculated. Longwen's resignation executive revealed that the company's teacher turnover rate was 70% to 80%. "Often a semester down, the teacher's face all changed." There are parents to invest, their own go out alone, but also to learn and think of small classes, small class on a class has more than 200 yuan, one months easy tens of thousands of yuan. "In his memory, Longwen entrepreneurship 6 years, in Shanghai, famous for two years of English teachers, local teachers college graduate, English Eight, monthly income of 10,000 yuan, this is what he knew in Longwen stay the longest teacher."