The whole teaching and training industry is looking forward to its early arrival, but it is afraid that it will come suddenly like an earthquake. Finally, the policy came.
Sure enough. Despite psychological preparation, an earthquake happened.
Why? Why is it so strict?
I wrote an article "Liu Run: education and training industry, maybe just the beginning …". Standing in the teaching and training industry, it is difficult to understand the teaching and training industry. Because all these great changes may be just a small step in a bigger change. This bigger change is for "common prosperity": cutting peaks and filling valleys and getting through.
Subsequently, China Private Education Association (New Oriental, Good Future, homework help, Ape Tutor, etc. 120 national off-campus training institutions) issued a proposal jointly issued by relevant off-campus training institutions led by China Private Education Association, resolutely supported the New Deal and accelerated the transformation into a "beneficial supplement" to on-campus education.
However, what is a "useful supplement" to on-campus education? Where is the future of the teaching and training industry? What should I do in the industry?
Today, I will talk about nine possible directions for the transformation of the teaching and training industry under the New Deal.
— 1 —
education for all-around development
During this time, my circle of friends in the teaching and training industry has obviously increased the content of "Children's Creative Art Class".
Why?
Because the direct purpose of the "double reduction" policy is to reduce the academic pressure of students. Only when the pressure on the subject is relieved can parents be concerned, children be strong and their comprehensive quality be improved. What is "comprehensive quality"? The beauty of sound and body (music, sports, art) is the foundation of comprehensive quality.
On May 6th, 2002/KLOC-0, the Ministry of Education held a press conference. Wang Dengfeng, director of the Department of Sports Health and Art Education, suggested that every student should master one or two artistic specialties.
I have a feeling about this.
Once, I had a live broadcast with Wei Jia, a famous designer and founder of Rococo. I asked him how to improve his aesthetic feeling. He said half jokingly, you are hopeless. Because of aesthetic education, you need contact from an early age. Only by immersing yourself in it, day after day, can you feel beauty and create beauty. Maybe your son can.
Let children receive aesthetic education from an early age, and maybe when they grow up, they can combine technology and art perfectly like Jobs.
Recently, EF Education, which attaches great importance to English, has launched the "English Fu Xiao Children's Growth Center", which covers quality education contents such as language expression, logical thinking, artistic creation, scientific and technological enlightenment, cultural inheritance, exploring the world and learning to learn.
On June 24th, Good Future's quality education brand "Libu English" was officially renamed as "Libu" and launched the Libu Children's Growth Center. One of the most important pieces is quality education such as aesthetic education, calligraphy and Go.
The transition to quality education is basically the consensus of discipline education giants. However, quality education is not just needed, and the market volume is limited. The West Lake can hardly hold the water of the Pacific Ocean. The competition in this market will be extremely fierce.
What should we do?
Many organizations are also trying other ways. Such as science education.
— 2 —
Natural science education
Under the background of Sino-US trade friction, the whole of China has deeply realized the importance of mastering core technologies. Chip, operating system, mask aligner. Without basic technology, you may be stuck at any time.
In primary and secondary schools, in addition to subject education, it may be necessary to cooperate with the national strategy of strengthening science education (STEM+A), which is a long, wet and thick snowy road.
What is STEM+A, namely: science, technology, engineering and mathematics, AI- artificial intelligence.
Astronomy, chemistry, physics experiments, robots and especially programming can stimulate children's infinite curiosity about science and technology, which may be loved by parents and supported by policies.
Chen Baosheng, Minister of Education, even said:
In 2020, New Oriental invested in geek Morningstar, a children's programming education institution. Learning and thinking and other institutions have also made heavy bets on programming.
However, the track of science education, like quality education, needs brand-new teachers, brand-new enrollment teams and even a lot of investment in software systems. I am just a small offline training institution that used to do subject education. What should I do?
School-enterprise cooperation may be an option.
— 3 —
School-enterprise cooperation
In the New Deal, schools should "guarantee after-school service time";
And "improving after-school service quality":
However, what if the school does not have enough resources and professional ability to provide these services?
At this time, the opportunity to become a "useful supplement" to on-campus training came. The new regulations say that after-school service channels can be "expanded":
It may be a brand-new idea for small and medium-sized training institutions to cooperate with schools to transform from 2C mode to 2B mode. Not only after-school care, but even Saturday, or winter and summer vacation.
Of course, the cooperation of 2B needs to fully understand the operating mechanism and decision-making process of the school and accept strict management. This puts forward new requirements for the ability of teaching and training institutions.
What if you stick to your original 2C professional ability and don't want to transfer your ability? You can study Family Education.
— 4 —
Family education
Family education, referred to as "family education".
There are three main places for education: schools, families and third-party places (online and offline). Under the strict supervision of schools and third-party places, anxious parents will definitely regard "tutoring" as an important educational export.
Of course, this does not mean that teachers who are trained outside the school should be invited home and continue to make up lessons behind closed doors. Family education covers much more than that. At least it includes three aspects: subject counseling, quality education and accompanying growth.
Discipline guidance is the former undergraduate tutor, which is the so-called "small stove". This market may suddenly blow out because of the overflow of professional teachers in teaching and training institutions. Organizations active in this market include Yousi Tutor, Hyde Tutor, and various tutoring O2O platforms.
Quality education is also an important part of the tutor market. More and more parents regard piano tutoring, basketball tutoring, vocal tutoring and badminton tutoring as new choices for their children's "educational investment". Especially after Guangzhou started the "New Physical Education Senior High School Entrance Examination", the class fee of one-on-one physical education tutor can reach 200-350.
Accompanying growth is a niche high-end market. Children stay at home, help make study plans, accompany children to participate in extracurricular activities and help with homework. From July, 2065438 to July, 2008, Ho Lee graduated from a famous university in Wuhan and chose to be a resident teacher, taking one day off every week, with a monthly salary of at least 20,000 yuan.
Nowadays, many family education providers are domestic platforms. I believe that a professional family education platform will definitely leave home economics and come out alone. This is also an opportunity.
In the future, the tutor industry and the profession of "tutor" may flourish under the premise of compliance.
Besides that?
Another example is camp education.
— 5 —
Camp education
On June 20 19, I took Xiaomi, who was 1 1 year old, to take part in a Gobi hike. Four days, 88 kilometers. After leaving, the whole person is different.
I am particularly touched. I also wrote an article "Accompany my 1 1 year-old son to Gobi and give him my most precious five insights".
I have many friends in New Oriental. I started seeing more and more "camp education" in their circle of friends. Subjects are not allowed to make up lessons in winter and summer vacations, so they will be rich for a long time. During this period, it may be a very good opportunity for children to go out, get close to nature and even accept some challenges, broaden their horizons and hone their willpower.
In addition to "hardship", camp education can be expanded, in fact, there are many variants.
For example, a famous school tour. It may be helpful to stimulate children's daily study by taking them to prestigious schools and letting them have a yearning for prestigious schools after real contact.
For example, Quanzhen class. Taking advantage of the time difference between winter and summer vacations in different countries, children can be transferred to real overseas (America, Japan, Europe) classes to gain diversified learning experiences, which will help them understand the richness of the world and improve their tolerance.
Such as special themes. Set up a summer camp for "Little Artists" in famous galleries to educate, appreciate the paintings of masters and copy and learn. Wait a minute.
But what if I don't have these resources?
Well, then you can try to use existing resources for different customers. For example: adult education.
— 6 —
adult education
If K 12 training is killed mainly because of the need to make up lessons caused by the senior high school entrance examination and the college entrance examination. Then, another market just needed by remedial classes is adult education. Find a job, get promoted, start a business. Especially for textual research. The demand for this piece is very strong, and the customer unit price may not be lower than K 12.
202 1, the number of civil service examinations exceeded 5.37 million. Set a record high. Pre-exam training for civil servants is a huge market.
Students who don't take the civil service exam don't know that in this field, Zhonggong and Tuhua are two giants.
On July 23, the share price of the whole teaching and training industry plummeted. New Oriental fell by about 70% in five days, and its market value exceeded 2 1 100 million yuan. In five days, public education in China dropped by about 8%, and its market value exceeded 75 billion RMB. Comparing the head enterprises in these two sub-sectors, you may find that adult education is a bigger market and more resistant to policy risks than K 12 education.
So, what do K 12 training and civil servant pre-test training have in common?
Are all exam-driven. And the amount of water that this market can catch is very huge. The subject education ability of K 12 may be partially transferred to civil servants and various textual research.
Adult education is not just "examination and textual research". Adult interview training, digital training and joint training of professionals with enterprises are all directions that can be explored. Strictly speaking, getting, chaos, lakeside, and many entrepreneurship education, business education, and general education also belong to this track. It's just different in content.
This track used to be a traditional and decentralized training institution. Teaching and training giants have the opportunity to enter and form a scale effect.
Scale effect? Are all service providers limited, even if they can form scale effect? Is there a business direction that can get rid of the "service" attribute of teaching and training and greatly improve the scalability?
Yes Such as intelligent hardware.
— 7 —
Intelligent hardware
2021From April 23rd to 25th, the 79th China Education Equipment Exhibition was held in Xiamen International Convention and Exhibition Center. 170,000+square meters, 9000+ booths, 1300+ enterprises participating in the exhibition. This is the largest exhibition since the establishment of the convention and exhibition center, and its popularity is comparable to that of the automobile exhibition and communication exhibition in the peak period.
Educational intelligent hardware is on fire.
Why? Because intelligent hardware (products) may be a bigger track than education and training (services). Each training needs to occupy a teaching time determined by a teacher, and the marginal cost is very high. The advantage of hardware is that it does not occupy the teacher's time at all. If the demand is accurately grasped, you can take a huge amount.
At this point, Netease entered earlier. Their continuous investment in intelligent hardware, in today's view, enhanced their ability to resist policy risks.
I scanned the words on the cup with a suitable dictionary pen.
But the threshold for making smart hardware is still quite high. Because this requires enterprises not only to have educational genes, but also to have certain technical genes. In addition, you must learn to manage R&D efficiency, quality control, and something you may have never seen before: inventory.
On this track, some institutions have also invested in intelligent surgical lights, typographical printers, electronic ink readers, K 12 special educational laptops and so on.
The track of intelligent hardware is more suitable for big capital that has been listed. When the small pool can't undertake large capital, this is a big enough track.
Judging from the size of the track, there is an equally big track. That is: educational technology.
— 8 —
Educational science and technology
Artificial intelligence will eventually be used for education. The earthquake in the teaching and training industry may accelerate.
There is a company in China called "Education Technology Together", which helps teachers scan and mark papers automatically through technology, and students customize their own exercises.
20 1 1 The Ministry of Education issued the Ten-year Development Plan of Education Informatization (20 1 1~2020), which made it clear that governments at all levels should invest no less than 8% in education. 20 18-2023, the education informatization will maintain a compound growth rate of 8.9%, and it is estimated that the financial expenditure of education informatization will reach nearly 380 billion yuan in 2020.
In 2020, the General Office of the Ministry of Education issued the Notice of the General Office of the Ministry of Education on Launching the Popularization Activities of Online Learning Space in 2020, encouraging the construction of various personal spaces such as famous teachers and parents, as well as various institutional spaces such as regions, classes and societies, and clearly pointing out that it is necessary to promote the online learning space to cover all teachers and all school-age students.
Using technology to provide a "beneficial supplement" for school education is a track with high threshold but high income in the teaching and training industry.
God, the threshold is too high. I am a small organization with only dozens of teachers. What should I do?
Well, you can try it: live video.
— 9 —
live video
How many fans does she have?
5.4 million!
The energy of small organizations and even individual teachers may even be far greater than that of large companies in the era of short video and live broadcast, as long as your content is really attractive.
Nowadays, Tik Tok, Alto Fast and Mile Mile are more than just places to kill time. They have also become places to "learn things seriously". This has also led to a large number of institutions and individuals.
Short video and live broadcast are the main dividends of all small and medium-sized training institutions.
last words
Recently, I have had a lot of intensive conversations with my classmates in the teaching and training industry. They are not anxious. Why?
Because as long as demand is there, supply is there.
As long as we understand and resolutely abide by the New Deal, the teaching and training industry will still have great opportunities for development under the great logic of double reduction. New Oriental, Good Future, High Road, Good Road, and other institutions are all adjusting their attitudes. In particular, you will find that diversified institutions are already in the layout.
Quality education, science education. School-enterprise cooperation. Family education. Camp education. Adult education. Intelligent hardware. Educational technology. Live video.
The teaching and training industry will certainly become a useful supplement to school education.
I asked the CEO of a head training institution. He said:
I believe what he said is true.
Let's go
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