Why is there no qualitative change in online education today?

"Do not change, will be played dead", Black Horse Camp instructor Yu A concise statement, said a lot of traditional institutions of the voice of the top. Online education is a contradictory synthesis: on the one hand, it shows a powerful change potential energy, while the weak foundation and the signs of capital ripening are gradually revealed. I share a dark horse, Shenyang New Oriental Foreign Test deputy director Xuwei to the network of contributions, in his view, online education to "completely subvert" the traditional educational institutions, but also a long way to travel, because the current online education model has not fundamentally resolved the user pain point. In the 2013, online education was a complete fire, and "subversion" was repeatedly mentioned. Practitioners in the field of traditional education are also beginning to get nervous, fearful of being photographed on the beach by the Internet. However, from the current patterns, this trend is still very far, based on online education has not occurred, to "subvert" offline training is a long way to go. The new model is able to subvert the old pattern because the new model meets the needs of consumers in a better way and even satisfies the unmet needs of the old model. Taobao overturned the physical store, because Taobao shopping than in the physical store more convenient and cheap, and as long as it is not particularly sensitive to quality, Taobao bought things and online under the same. So Taobao is well satisfied with that part of the price sensitive but not particularly sensitive to the quality of consumers. The electric dealer can replace (or partially replace) the physical store, because the electricity dealer can satisfy this part of the consumer in the shopping the almost entire demand. But the electric dealer cannot replace the barber shop, because even if Taobao can tell me which barber shop best service, even if I can use Alipay payment, I must go to the offline physical barber shop to get a haircut. Therefore, we have to judge whether an online model can be subverted or not, and it is enough to judge if the line is better to meet the needs of consumers. Space is limited, so today does not talk about the broad sense of education, talk about the training market consumers have what needs. We can use a customer value formula to analyze: According to this formula, a purchase of training services for consumers should have the following needs: 1, the effectiveness of the point is: in the shortest possible time to achieve 2, their progress is visible-each study can see their progress process quality: 1, timely- -Immediately provide 2, is it authoritative--the party providing the service is very professional 3, reliable--in accordance with the prior commitment of service 4, is considerate--from the consumer's point of service 5, whether the availability of tangible evidence-there can be retained service evidence purchase costs: 1, convenience--it is easier to buy, Do not spend a lot of money or time cost 2, risk-whether there will be poor results after paying the price: 1, price-sensitive consumers-the lower the price of the better 2, the price is not sensitive consumers-more care about the effect and process quality according to the above content, to analyze the current online education of several models: 1, course search, trading platform ( C2C): Taobao, Baidu Taobao and Baidu as a starting point to enter online education, but this kind of platform only reduces the purchase of consumersCost。 In other words, it is easier for consumers to buy a course, and if there is a course rating it may reduce the risk of buying. But in fact, the quality of the training product itself will not be due to Taobao and Baidu's appearance will become better. It's like a bad egg tart that doesn't get better when it's sold on Taobao. So the current Taobao and Baidu course search, trading platform model does not play a subversive effect on the offline education. Because the product has not changed, also did not meet once failed to meet the demand. 2, teaching platform or tools (c2c): yy, Tobago, Tencent such teaching platform is also menacing, because they provide a "classroom", and the classroom is still almost no seat restrictions. In this way, the marginal cost to the teacher is approaching zero, so the course price will become very cheap, and it is more convenient to attend classes. But the experience of attending lectures on the platform is not as face-to-face as the teacher, and such platforms do not use technology to help teachers to better teach, the effect of the course will be greatly reduced. So this kind of teaching platform satisfies the price is very sensitive but the quality is not sensitive consumer. But it is noted that such consumers are not the primary target customers for offline training. So this kind of platform is actually just filling up the market gap, and there is no great threat to offline training. Or that sentence, this model does not fully exceed offline training. 3, Content (consumer): "Learning materials: Ape Questions," "" one-on-one real-time teaching: 91 foreign teachers, 51talk "" Online video class: Four schools, new Oriental online, Tencent Boutique class "This type of content online model can be further subdivided. Based on the study of the Ape Database and the master. This model provides a lot of learning materials, and the ape question Bank can also be used to match the learning materials, so the Monkey Bank is beyond the line training in the practice link. But so far, the ape question bank only has the practice part, but a complete study process must include at least: Attends a class, the practice test, the question answering these three links. So the ape question Bank does not completely surpass the offline training. But according to this momentum development, when the number of users of the site is large enough, the ape bank online course will definitely have a major impact on the line. 91 foreign teachers and 51talk are real-time 1 to 1 mode of instruction. This model is really not the most flattering. For consumers, this model does not have a good line effect, is only more convenient. And for the enterprise itself, real-time 1 to 1 lectures and offline like, the need for a large number of teachers, pay a large number of teachers, in addition to less than offline savings of about 10% of the rental costs, the cost structure is basically consistent with the line. So this online 1-to-1 mode of the model is dead in the morning. The Little Dragon Girl turns to K12 to prove it. The last one is the online video lesson mode. This video lesson is to record the course of lectures by a famous teacher, and put it online for sale. Because it is carefully recorded, so the quality of the course, than in the YY real time class better. But it also leads to the inability of teachers to interact with students. But because the marginal cost is extremely low, so the price is cheaper than the offline training. While not limited by time and place, it satisfies theThe time does not meet the line of fixed instruction, but also more sensitive to the price of consumers. As with YY, this part of the consumer is not offline training of the main target customers. 4, social, information platform: E-degree Education forum, too silly, chasedream, run-off nets, Thankyou finally this social, information platform, in fact, for the above various modes or offline training mode services. These platforms are attractive traffic tools that can ultimately subvert offline training depending on the teaching products they push. If the product is really better than the offline, then the huge human flow will play a role in an instant, otherwise the effect is not obvious. A word summary: flow is only a catalyst, the product is the reactant. Renren is the best example. From the above analysis, we can conclude that none of the current models can completely subvert offline training. Because these patterns are all in solving the consumer's small pain point, and no one model can solve the consumer's biggest pain point-training effect. In other words, only when the online training effect is completely beyond the line, the line can be subverted. Otherwise, online training can only be to capture consumers who would not otherwise have chosen offline training. Therefore, we can summarize the key success factors of training on the line (diminishing importance): 1, using online technology to improve teaching efficiency and effect 2, using the computer internet to solve the problem of learning Power 3, the use of technology to change the cost structure of enterprises not to do above 3 points, online can not be overturned or even From this can be judged, the next offline training may only have 2 models to survive: 1, high-end learning center, online under the mixed-type teaching-to solve the quality is extremely sensitive, but the price is not sensitive to consumers. For example, high school students study groups. 2, the whole enclosed accommodation learning Center, strict management-to solve the learning will is extremely not strong, can not self-study students on the Internet. Other students will choose an excellent online training product that, for them, can solve problems better than offline and offer lower prices. Who can lead the development of this product standardization (low enterprise costs), but experience personalized (good teaching) products, who can lead the market.