Zu Teng: New Oriental will push the interactive learning platform

Editor's note: Yu said that online education in the next few years will account for 40% of the industry, the new Oriental has been exploring the various possibilities on the line, how to do line online under the mixed-type teaching? New Oriental Group Network operations Director Zu Teng, in an interview with Sohu Education correspondent, I U.S. stock analyst Li Ying wanted said, will launch a hybrid interactive learning platform, the following part of the interview content: Q: I see the new Oriental in the step-by-step to do related Internet aspects of the online trial, specific what planning? A: Starting from 2011 xdf.cn Domain name began, the new Oriental and core business-related marketing and services in the continuous integration with the Internet platform. After more than two years of efforts, the new Oriental network in the entire education and training field of the comprehensive ranking of the site has been elevated to the top, in the domestic education vertical Internet field is also in the top three. New Oriental last fiscal year online reporting revenue and online access to the business of more than 1 billion yuan, of which more than 60% are obtained through free flow operations. We will operate and operate the marketing service through the pure Internet mode, the new Oriental curriculum to be similar to Ctrip, art Dragon Model sales, this not only can give new Oriental directly bring online transformation income, save the marketing cost, also based on the advantages of the Internet, covering to the ground to promote difficult to reach the crowd; New Oriental network through the production of a large number of quality content, provide a series of services to capture potential consumers, these consumers as vertical site users are very easy to transform the crowd, because, after all, to see the TOEFL Channel courses and watching entertainment is different, it can be said that these people are directed to the new Oriental TOEFL program, Their needs are only a matter of time. Therefore, the new Oriental network in order to provide services to the target population at the same time more good marketing value. At the same time, we pay more attention to the combination of Internet platform and practical business, through the network platform for students, users to provide a series of services. Internet products from the user operating level can be simply divided into several links: the first is how to attract people over, the second is how to keep people, the third is how to continue to create value for users, four is the user ultimately create what value for the enterprise. Then, each link needs to be decomposed into a number of actions, modules, and then implemented. In the past, we have introduced a large number of users through a variety of operations, the equivalent of the new Oriental through the Internet to grab the vertical domain user portal, of course, we are still strengthening. So the next step we need to solve is how to keep people, and create value internally and externally. This year, the new Oriental network will be mainly from the entrance, more extended to services, especially Cross-platform Interactive learning services. Q: Can you describe what you think about learning mode refactoring based on Internet carriers? A: The basic model of the traditional classroom is teacher talk, students practice, the teacher to do the examination, the second class to speak, and then test. It can be said that in the new carrier must not be such a simple model, because the change in the way of interaction makes the teacher online is difficult to have the control power, appeal. When the control is lowered, we have to passWhat to do to control the children's learning progress? How to do online teaching supervision? All this needs to be understood. As a small example, we build a new learning model based on a new platform: it's impossible to do 45 minutes, one hours, or two hours of lessons like offline classrooms, so can you do five minutes, 10 minutes of short videos based on core knowledge? or based on online education interaction, the teacher only talk for 10 minutes, and then the students to practice immediately, after the practice through the system results feedback, the teacher can immediately know what type of students are currently in what knowledge points problem. In fact, we all know that China's education is based on the test, and if you can practice a few sets of good simulation problems before the exam, the results will not be too bad, in some ways, "practice" is actually more important than "learning". Through online mode, in the course of teaching and practice, it is easy to accumulate a database of similar learning records for students, and the whole process of students ' growth can be recorded by computer. For example, can help you accumulate a wrong Libon, and make the corresponding data processing, students will know what type of topic I error easily, and then targeted to practice, which in fact for many students is very important. So I think that in the whole innovation process based on the new model and the new carrier, we need to do a "study, practice, test" mode. Q: Is this your blueprint for online education or a strategic deployment that new Oriental has embarked upon? A: In fact, I still have to consider the combination of new Oriental business perspective, as well as the overall strategy and the integration of the Internet. Figure out what's right for the new Oriental or what's right for the current stage. At present, we have started to launch a platform based on PC, mobile and offline classroom multi-space interaction. In fact, the new Oriental do this thing has both advantages and disadvantages, the advantage is that we have a lot of content and very good teachers, there is a very good foundation, but also because we are a 20 years of traditional enterprises, in the innovation, change process will also encounter resource deployment, many points of cooperation and other problems. Based on these, we should take into account how to innovate, relatively stable for the enterprise to create value, rather than simply to meet the new concept. Of course, we are embracing innovation and welcoming change, both from Mr Yu's point of view and from outside the big environment. In fiscal year 2014, the new Oriental will have a greater breakthrough in the combination of innovation and technology. Q: The platform you just mentioned is a separate product? A: Our platform is merged with the offline course, students can enjoy the online video, practice, testing, learning and growth tracking service while receiving the online class services. Do enterprise-class services and do simple third-party Internet is not the same, although I did more than 10 years of the Internet, but now more is thinking about how the Internet thinking with the core business. In particular, some traditional industries to do change, innovation, at the same time, the most important thing is that you can "grounding gas"? It's easy if you just make a particularly advanced model, but you simply doSuch a new platform, then very likely to be made into castles in the castle. In the new Oriental, we are also groping how to innovate, and what you start to lead or promote innovation, it can be said that it is entirely based on what you do to the business will produce real value, customer service will have any practical value. We built this platform to do two things. We divide our customers into two types: internal customers and external customers. Internal customers are actually our teachers, we have to consider how through the network technology, through the new platform to better release the capacity of teachers, teacher capacity upgrading not only increase the personal income of teachers, but also increase the overall income of the new Oriental. We all know that the new Oriental is currently in the harvesting strategy, the new Oriental two big core costs, a teacher's salary, a classroom rent. In fact, if we can release more teacher capacity, it means that we do not need to recruit so many teachers, while increasing teacher capacity is bound to drive the classroom utilization rate. For external customers, we are currently focused on a group of 00 or later secondary school students, this part of the children is actually in the new media environment, they accept the service, receive information through the Internet, new media. If we still blindly provide them with traditional classroom services, it will make them feel not fresh, at least not intimate. However, if we interact through the Internet in a multiple-screen mode, to provide him with more value-added services, their practice, testing, information flow, including the teacher to answer questions, and communication between students and so on together to form an interactive learning, which is actually a very new learning model for them. We are advancing new Oriental innovation in this field, there is no such thing at home. Q: Is pushing forward to indicate that it has been tested in a small scope? What is the concrete form of it? A: We all know that at present the new Oriental two core business is to go abroad examination and gifted high school, we are mainly in the TOEFL test class for small-scale testing, this year is ready to spread out in the middle school, 2014 fiscal year we will do a wide range of layout. At present we are doing hybrid teaching (blendinglearning) model--based on the web platform of computer testing, practice and classroom integration. [Note: Mixed teaching is not only on line + line, the line of a variety of mixed also called mixed teaching, it is actually a variety of means, ways to eventually promote learning efficiency, the results of the promotion of methods. It is now mainly in some new Oriental schools based on the TOEFL test classes to do these experiments, students, parents general feedback is good, the future of this interactive learning platform will be widely spread, and will not only for the new Oriental students. If you are a general learning enthusiast, based on the accumulation of new Oriental content for many years, we can also provide a part of the online learning of public services. The new Oriental students will enjoy the professional services related to the class.