YY education prequel: This cock silk make a storm!

Once said to change the Chinese education "yy finally began to exert an online education. Gathering time CEO Lee Colling yesterday announced, formally set up an independent online education division, launched 100 Education "brand (click to see the report)." Gathering time with 6 million yuan to buy 100.com this domain name. In the next two years, the gathering era will devote 1 billion to online education products and operations. In YY education this platform, already has many teachers income million. The 邢帅 Network Academy, which we reported earlier, "had a yearly income of 60 million by 2012." Perhaps it is 邢帅 Network College, such as a small number of grassroots brands in the rise of YY, let YY CEO Lee Colling aware of online education this piece of train. June 2011, YY Education "officially established, education channel becomes independent of yy games and YY Entertainment of the third major brand." After that, Huatu, the public, Hua, New Oriental online, Hu Network, sea words and other institutions have been settled yy, look forward to from the online education field to share a cup of soup. It is not known that at that time 邢帅 had tens of millions of dollars in cash flow. Below we review how 邢帅 in yy this platform cheesecake cock Silk, break online education not to make money of the circle. Its founder is the Cock Silk, the user is the cock silk, the teacher is also the cock silk, has a 20 years old contract teacher, the annual salary has passed through million. Article | Liu 邢帅 How also forget the first day in YY lecture situation. Despite having only 10 students, the shy man was still nervous, with a strong Shandong accent and stuttering in his lectures. Other people do not understand, 10 students have 9 criticisms, the ancestors of eight generations are scolded. "The emotional expression of online learners is so direct that the students who are not polite will shout on the public screen." 邢帅 was hit, but he was relieved that the only student who had not been swearing was a partner. The skinny, bald-headed boy, 邢帅, named after his own network college. He relies on QQ group to teach Photoshop software started, and then into YY education 7621 channels, has opened graphic design, web production, film and television later, three-dimensional architecture, three-dimensional animation, E-commerce and other 32 skills classes, to break the online education does not make money in the circle. 2010 turnover of only 1 million yuan, 2011 to do 30 million yuan, 2012 directly across to 60 million yuan, this year is expected to break through the 100 million mark. 邢帅 has always felt that software training can be done because students are increasing every day. and yy other training institutions are different: 邢帅 the first day of the charge. Although the training costs per person only 10 yuan, but in the Internet Free "era, once the charges will be treated as a liar." As a result, 邢帅 every day to improve the ability to teach, so that students more trust themselves. Keep thinking about how to raise retention rates and guide users to pay during lectures. That time, 邢帅 daily 8 o'clock in the morning up to start lectures, YY channel only one student also insisted. Usually in the evening 12 o'clock, after class often prepare to four or five o'clock in the morning, Hugh3 hours to continue the class. In this process, life is very tight, half a year to chew 2 pieces of pie every day, buy bubble noodles are considered luxury. A year down to do more than 30,000 yuan training fees, planing to operate and manpower costs, basically do not make money. In fact, initially in YY training more than 邢帅 family. The vast majority belong to the minor, does not carry on the brand operation. Many organizations in order to get the customer group directly free to share the curriculum, the team in the absence of income quickly lose combat ability, gradually fade yy. Perhaps it is 邢帅 Network College, such as a small number of grassroots brands in the rise of YY, let YY CEO Lee Colling aware of online education this piece of train. June 2011, YY Education "officially established, education channel becomes independent of yy games and YY Entertainment of the third major brand." After that, Huatu, the public, Hua, New Oriental online, Hu Network, sea words and other institutions have been settled yy, look forward to from the online education field to share a cup of soup. It is not known that at that time 邢帅 had tens of millions of dollars in cash flow. It's really hard to get a fee. At present, YY has nearly thousands of training institutions, in addition to the new Oriental online, such as a small number of traditional education brands by selling video profit, can profit from the grassroots brand few. Operating for a period of time, many institutions think yy on the user too grassroots, with the original brand crowd positioning, directly give up. Surprisingly, 邢帅 's skills training has been dramatic. The key to their bad work is lack of experience. "邢帅 concludes. The user is the cock silk, the teacher is also the cock silk 邢帅, also name is silly, honest and simple, the plain Shandong Lad, claimed the cock silk one. 2003, Ben went to Yunnan to attend a second-rate university computer science, become the most frugal friends in the hearts of students. In the school during the obsession with graphics and image production, advertising creative class software. Because the application of software led to no money to pay tuition, two o'clock forced to drop out of school. So rely on housekeeping skills to do graphic designer, and set up Ah Han Studio, to undertake scattered design work, not willing to read the other reason is not too like the school's educational atmosphere. A room a computer, 邢帅 choose traditional education companies do not want to involve the unpopular-software training. The knowledge of university education is often divorced from the demand of the actual employment technology for six months to a year, when I saw the network training market of computer technology blank, teaching is not subject to time, geographical restrictions, training costs are cheaper than traditional education, thinking that the future should have a market. "20-year-old children do Photoshop training, no one can see the eyes." "邢帅 at that time so-called network training", also just very superficial in QQ group teach netizens to learn Photoshop software. At that time QQ group can only accommodate 200 people voice at the same time online, sound quality is not stable easy card, often need to type communication, there is no way to expand the student scale, hard to catch the students lost very serious. 邢帅 business quickly hit a bottleneck. Until 2008, only the first batch of truly paid students, about 100 people. A chance, students recommend YY voice to 邢帅. This is a 10,000-person simultaneous online voice tool, can give thousands of,Tens of thousands of individuals answer questions. But most of them are gamers and entertainment players, and education is a bit of an alternative. 2009, 邢帅 with students to YY phonetic teaching, formally set up 邢帅 Network College. At that time there were only 14 teams, except 邢帅 and partners were full-time, others were part-time. Because many students have not heard of YY, more will not use, so from QQ to YY platform conversion process, the customer turnover rate as high as 20%. This ratio is already quite high, after all, the probability of payment is only about 10%, not including lectures and other processes of loss. In this respect, 邢帅 began to imitate the relatively mature yy music and yy games, every day send beautiful anchor turns on duty reception, from the most basic modification of the vest format began to talk about, guide users familiar with YY products. Until now, 邢帅 still use QQ and YY combined operation mode. Each QQ group is a class, the highest management for the head teacher, bear the sales responsibility, is responsible for the QQ group of potential customers into YY platform paid to learn. At the start stage, there are only dozens of groups, bringing tens of thousands of potential customers a year. Now the class teachers have established more than 3,000 QQ group. QQ group becomes 邢帅 indispensable marketing tool. 邢帅 often hang trumpet, to YY channel other training institutions lurk. Even if there are only more than 10 people, not the size of the small guild can also be used for reference. He found that some guild to highlight the authority of teachers, like to the teacher hanging experts "or professor" title. 邢帅 admits that these experts or university professors do have a high quality of lectures, but there is a strange aspect: experts, professors and students run away. Over the longer term, it is possible that the 200-person association will gradually become 100 or less and the wastage rate of students is high. After all, the netizens are active in thinking, in fact, very inconsistent with the ' expert ', ' Professor ' these words, university professors really hold scenes. 邢帅 found that professors like to use traditional educational ideas to set up online education. Even though some of the new Oriental teachers are known for their humour, coming to the Internet can easily fail. 邢帅 said. Under-line teaching humor can be accompanied by body language, and access to the Internet, especially in the absence of video, the humor component is bound to be greatly compromised. Humor is not enough, the teacher should be able to be with the generations, the generation of people's sense of rhythm, humorous way, interactive way to maintain consistency. And in fact, cock Silk, can't afford, hold live, I le a go to wait for the network popular vocabulary, often distance the mainstream teacher of the norm very far. The teacher is only suitable for traditional education when he finishes his knowledge and does not receive tuition. "邢帅 to have Zhou Libo eloquence, understand skills, will interact, and not lofty teachers." Lofty teachers no one is willing to buy, netizens will only pay for your humor. "Many educational institutions cannot do this because they are too serious about education," he said. In fact, the Internet education should be entertaining, no one is willing to accept the boring knowledge. The lecture process should allow netizens to generate full trust and make them feel that we are the same class. Entertainment can rely on beauty anchors to generate impulsive consumption, but the education of consumers quite rational, must be affordable to be willing toPay。 "Have the ability to do online education teachers are very few, good teachers are scolded out of the thousands students have been scolded to become a good internet lecturer." "In the abuse of always keep calm, 邢帅 is in this bad Internet environment to grow up." If the teacher teaches poorly, the students will complain immediately. In 邢帅 Network College, the students complained too much of the lecturer directly laid off. These teachers have a strong sense of urgency to prepare their lessons every day, perhaps for three hours in an hour. It's a completely different way of having a class with some college teachers in a few years. The software version will be updated, and our courses must be in line with the industry. In fact, many of their lecturers are recruited in-house. All the executives are from the students to the class teacher, and then step by step to grow into the subject. The average salary is 10,000 yuan per month. The star lecturer pays a lot, the monthly income can have 100,000 yuan. One day, a lecturer said to the Dean, I'm going to buy a car and buy a house. 邢帅 realized that the 20-young man had entered the million-yearly salary. A 100,000-dollar-a-month lecturer has at least 10多万名 fans. What if a lecturer takes a student to a school? I never worried about the star teacher being dug away. "Before, YY has tried to give fans many star teachers have a lot of authority, encourage these teachers to start their own business." But the end result: the fans fade away. Lecturers have no marketing skills and the admissions channel is in the hands of the school. "邢帅 network students through a strong promotion channels and more than 400 sales team, campus agents, micro-blog marketing and other means to ensure that there is a steady stream of students to the college." This causes teachers to be particularly strong on platform dependence. In fact, our lecturers do not have too much expectation, even give a meal to eat can be satisfied. "On this platform, it is very important to be an excellent lecturer in a year or two," he said. In the lecture content, first the teacher's psychological adjustment over, convey positive energy. Because the sermon doesn't leave any impression, they give each teacher a learning joke with positive energy. During lectures, communication and chatting, positive energy is transmitted. They tell students that they have a high salary in a big company, but there is no promotion, but there are many opportunities to enter a small company. Through long-term observation, the employer to 邢帅 feedback is: The students will not change jobs. You don't understand. Pay mode the traditional education enterprise understands Internet education as video-on-demand, and relies on VOD system to make money. 邢帅 's finding is that people who buy video lessons tend to give up learning and are less likely to produce repetitive purchases. This means that a person to give up directly infect friends around to give up, this is very scary. "There used to be a group of figures showing that an organization sold 200 million of dollars of video online." 邢帅 that this simple way of selling video is equivalent to the future of the market to die. In 邢帅 's view, the advantages of online education emphasize real-time live, real-time interaction. At 邢帅 Network College, lecturers will explain different cases according to different needs. Every morning from 10 o'clock to 10 o'clock in the evening, on-duty lecturer through video, telephone, QQ or other communication equipment to answer students questions, the maximum number of online at night can be more than 2000 people. ThisSome ways are to strengthen the interactive teaching to increase the students ' viscosity. Internet education should do a good service, video on-demand loss of interactivity, and then excellent teacher video courseware let students see 5 episodes to 10 episodes will sleep. "Enrollment is difficult, but also a lot of business to do online education." A friend suggested that 20% of the profit should be played on TV commercials. There will be a bunch of old ladies to learn PS software, I have to go crazy. 邢帅 joked. His implication is that precision marketing should be done. Our users hide where the software tutorials are downloaded. "In Youku search keyword PS Tutorial", it will be amazing to find: The number of playback Top 10 video from the "Blue Water river Y" user upload, and most video on-demand rate of more than 4 million ~ 6 million times. Blue Water River Y "is actually just a general class teacher of 邢帅 Network College." In 邢帅 Network College, similar to the Blue Water River Y "every day to sell videos everywhere in the class teacher up to more than 400." 邢帅 Network College's sales team has infiltrated the potential students in every corner. When the user clicks on the list of a video, name for photoshop download, ps tutorial, PS Palette, PS pull map, PS teaching, PS instance, PS can engage in what work "free video tutorials to start playing, tutorials always show 邢帅 Network College QQ group number. Users join QQ Group, they can come to 邢帅 Network College of a class, become 邢帅 potential customers. In order to better develop customers, 邢帅 will be part of the familiar with the business of internal students into sales. At this time, there are peers began to slander 邢帅 Network College in YY platform to engage in MLM. This makes 邢帅 laugh and cry. The General people believe that yy on the game, entertainment players pay a good habit, and high customer prices, belong to high-quality customers. Peers are also extremely curious: in yy platform never see 邢帅 Network College ads. Where did the more than 300,000 students they claim to come from? In fact, 邢帅 has tried to convert the game and entertainment channel so-called quality customers, and finally found it difficult. Let those players to attend lectures will be directly criticisms, it is difficult to intercept the game, entertainment flow, because those people's needs and education is not the same. "邢帅 slowly understand that life at different stages of user needs must be different, maybe more than 10-year-old addicted to the game, more than 20-year-old obsessed with music, work will think of upgrading skills." After more than 4 years of accumulation, 邢帅 Network College developed a very complex customer components. From the age, the number of people, the majority, the 40%~50% proportion of the 50~60岁 accounted for 20%. Among these user groups, college students have the largest user base, but the pay rate is not high. In line with the 28 law, about 20% of the paying population contributes 80% of the turnover, with the largest number of people working. Some of these students are not specifically for study. A student of Photoshop to learn the president "has been more than 50 years old, open Internet cafes to Xing Shuai Network College to help manage students." He retired from home more lonely, all day with young people mixed up, mentality also become younger. Not only learn skills, but also play well with children. "These people, the base of large university students caused Xing Shuai attention. They pay a bad habit, like to download free video, plus the campus network environment is not good, has not become the main user. But now, this group is quietly changing, and employment is forcing them to urgently get skills. To this end, 邢帅 began to increase the promotion of campus agents. Now their school agent has 5,000, training subjects up to 100. Failure to study consumer psychology can be disastrous. "Generation, the number of Internet users is only one child, is born under the red flag, long in the honeypot," sometimes will be self-righteous. 邢帅 once met a student, has complained that the teacher is too bad, in the group endless trouble. And so slowly approached to find this is a psychological distortion of the students. 邢帅 then realized: The church skills also have to revise their psychology, otherwise let the students with psychological problems once to society is very dangerous. "邢帅 's paid subscribers are all cock-and-silk people. They do not have too high a social status, there is the pressure of promotion, and are eager to improve the existing working and living conditions through skills. In fact, the 邢帅 Network College has been trained in the skills of students, some of whom do electrical business. The probability of being employed by a small company is very high, but it is rarely heard that students enter a large company. "The general ' Gao Shuai Fu ' does not catch a cold on our skill education. Anyway, the grassroots are more willing to pay. It's definitely an art job to pay for it from a grassroots pocket. "Different from YY entertainment and the impulse consumption in the game, the user on the educational platform may be impulsive consumption at the beginning, will suddenly feel a teacher lectures good and newspaper class." It is painful to insist on learning once the impulse is over. To this end, 邢帅 to students to set a learning disability, not money can be directly enrolled to learn, must listen to the completion of the test course, to get half-price quota. It is terrible for the training institutions to give up learning halfway. 邢帅 Seriously study the user psychology, in the investigation of employment, learning effect found: Tuition in 10~500 yuan price range, students feel that the cost is low, easy to stop learning. When we raise to 1000 yuan or even higher price, the formation of intangible constraints, no longer need to bother to urge students to hand in homework, on time class. "Therefore, 邢帅 has always thought that internet education to make free mode is a wrong choice." Once the network education is cheap, the student is easy to slack off, instantly give up. In the past, our tuition fees were low, and many students complained that they would not be able to learn. "邢帅 is to make students feel routong." Now the student's customer unit price generally at 3000 yuan. Even if the customer unit price is 1000 yuan, if achieves 10 million student, has more than 10 billion yuan income, this to 邢帅 is not astronomical. Three years before the venture, 邢帅 felt very hard. Recently, spent 1 million yuan tuition to understand one thing: management does not need hard, hard because of lack of capacity. After combing the college's organizational structure, 邢帅 became relatively relaxed. Now, with more than 500 employees, they have got a financing and the company's headquarters has moved to Guangzhou. Dali, we're going to roll. "邢帅 in the micro-letter said。