Online education companies have gone public. Netease knows how to speak fluent English and who to learn from.
These are all heating up further.
In practice, we also see the strategic cooperation between sea breeze and light. ...
1 For 1 online education companies, it is facing unprecedented challenges.
One-on-one mode. What's the problem? How should it develop?
In this topic discussion, all the teachers took an active part and expressed their opinions one after another. Due to the space limitation of this article, I only take some teachers' opinions to share with you, and you can also express your opinions enthusiastically in the message area ~
1
Camel Tree Members 6 Groups Green International-Green Hippo English
1 has a bad profit model for 1. Even VIPKIDS, with an annual revenue of 5 billion, has not made huge profits because of customer acquisition costs and operating costs. Online large classes are the direction, and small classes improve the effect. It is an indisputable fact that there are few famous teachers and few good teachers.
2
Teacher Zhu Zhaowei's point of view
A simple answer:
1, divided from the teaching mode, online education has one-to-one mode, small class (1 to 2, 1 to 3, 1 to 4, etc. ), large class (double division, three divisions) and other modes.
2. 1 is a question-and-answer teaching method for 1, which is suitable for quick grading. Students have questions, come and ask them, and the teacher will answer them. Or, teachers make up lessons according to students' "illness" to help students solve problems. To some extent, one-on-one teachers mainly make up the difference, and classes mainly train excellent students. One-on-one teaching mode, no problem. One-to-one mode is the most direct and effective if students have the need to raise points.
3. One-to-one mode, which is relatively simple to operate (not involving course arrangement), is a path that many education companies like to take. This is also the reason why many online education companies started with one-on-one mode, which is simple and easy to operate, reproducible and easy to use. With quantity and GMV, it is easy to get money. In early online education, the valuation was based on the number of users. Then look at the running water.
Now capital begins to look at profits. One-on-one online education began to encounter great challenges.
4, one-on-one business model, there will be some problems.
The cost of teachers is too high. In some companies, the cost of teachers is between 40% and 60%. Coupled with operating costs and customer acquisition costs, the one-to-one model has limited profit margins. Especially after the scale, the cost of obtaining customers will rise sharply. Many times, no one will make money.
It is said that the one-on-one customer acquisition cost of many companies has reached 4000- 10000 yuan. This means that the first order will definitely lose money. The second order, or the second order, will be profitable. Renewal or referral is the key point of one-to-one mode profit. However, the renewal rate and referral rate of one-to-one mode are not high. This is because one-on-one is difficult to generate word of mouth.
5. Parents have high expectations for the effect of 1 on 1. It is right to give points, and it is the teacher's problem not to give points. But in fact, the effect of poor students' scoring is limited by many factors. The main purpose of this class is to train excellent students. There are many students in the class. Some students get good grades and the children are poor. Parents will think it's a child's problem.
Parents' psychology is also a very important factor. First of all, parents of poor students have no right to speak. The parents of the top students are all KOL, and a lot of parents surround the parents of the top students. Secondly, poor students get points, parents generally say that they teach well, and children know that they have worked hard. Parents don't want to share communication.
Word-of-mouth communication needs scenes. Classes are easy to create a sense of the scene of word-of-mouth communication. For example, in primary schools, many courses are aimless, mainly for the sake of effect. Some group activities with parents' participation can easily form word-of-mouth communication.
Can you analyze it according to this? New Oriental is excellent one-on-one, good future loves Zhikang, elite one-on-one, why will it be profitable?
Finally, let me sum up: there is no problem with the one-on-one teaching model.
But after the scale, there are some problems in the one-to-one business model. Under certain conditions, one-to-one is a very good model.
three
Camel Tree Preparatory Camp 1 Group Teacher Wang
First, it is difficult to recruit students now, and the market is too chaotic. Second, it is more difficult for strangers to drain, parents have higher and higher requirements for one-on-one, and the price war among institutions is also very chaotic. Third, the degree of one-to-one teachers is too different. A good class fee is too high to come back, and too low to keep students.
four
Member of Camel Tree Jury Teacher Li
Online education, including large classes, is not only effective for students with strong self-management ability. Technology, data and the supervision of tutors are similar to offline in terms of experience and performance improvement. Can be synchronized with each other, even better in some scenarios, such as data-driven, such as timely feedback and so on.
2. One-on-one online education is not aimed at unsuccessful students of special groups, but at unsuccessful business models. It is the role and productivity of people that have not been amplified under the blessing of technology.
3. Any Internet industry is dominated by one or two companies, which has nothing to do with the attributes of the education industry.
five
Camel Tree Preparatory Camp 1 Group Teacher Wang
1, the cost of obtaining customers is high, and the number of online customers is basically above 2500.
2. There is a big gap in teachers, a high turnover rate, a large number of one-to-one teachers, a large gap in teaching level and low energy efficiency. Good teachers are easily lost.
3, make up the price difference for customers with high expectations, short-sightedness, heavy service and low renewal rate!
six
Camel tree principals' alliance group 3 teacher Wang
One-on-one advantages of New Oriental and Good Future are low customer acquisition cost and high trust. Teacher Zhu also said that if students' grades don't improve, parents will also consider their children's problems, but they will trust the teachers of the institution more. Therefore, one-on-one classes were diverted and provided with word of mouth. One-on-one class and class complement each other, reducing the turnover rate of students and improving the continuation rate!
The elite take the high-end route one-on-one, the price is 30-50% higher than the market, they provide systematic service processes, attach great importance to sales and class consumption, and the cash flow and class consumption indicators are very high. Many one-to-one institutions only have sales performance indicators and no class consumption indicators, which is very dangerous.
seven
Camel Education and Operation College 10 Teacher Qun Qian.
Are there many patterns of one to two or three now? Small classes, unlike many people, drop out of class quickly and are not boring, and teachers can manage it. At present, enrollment is basically the mode of new and old sub-committees, and the cost of direct enrollment is too high. If the trust and recognition are high enough, there is actually a market for old customers.
eight
Teacher Andy of Camel Tree Group 7 in Beijing Education Circle
My personal opinion: I think the basic factor that distinguishes the education market from other markets is that the education market should not only pay attention to the economic benefit itself, but also pay attention to the teaching quality. This is a career that is responsible for students' lives.
As far as the teaching effect is concerned, online education is suitable for some people: students with strong self-management ability and a certain foundation, in terms of the attributes of online education and the characteristics of students. In other words, I think online education is more suitable for advanced classes and famous teachers.
Because of this feature, it is different from the full coverage types such as face-to-face, make-up lessons, review, improvement, and famous teachers. The market scale of online education 1 is more suitable for 10%-20% excellent students. The limitation of market size and the emergence of emerging companies will lead to fierce competition.
Online education is also an internet enterprise. I feel that the future trend will be the same as most internet enterprises, with one or two dominant companies.
nine
Teacher Sun, Group 9, Camel Tree Principals Union
1. One-to-one effective resource drainage is inefficient. For small organizations with insufficient brands, one-on-one trust is not enough.
2. I thought about changing from big to small, but I found that I couldn't move, and I lost everything, one to one.
3. One-to-one teachers are unstable, and students can't stick to school.
4. Lack of one-on-one systematic and comprehensive actual combat training.
So I'm thinking, how to do a good job of one-on-one big versus small, please give me your advice ~
10
Camel Tree Principals Union 1 Qunqu Teacher
The essence of education Confucius taught us to teach students in accordance with their aptitude. One-to-one is the best way to teach students in accordance with their aptitude in theory, but from the current market, one-to-one teachers are the worst, and class fees can evaluate a teacher's level to some extent. The teachers in the class are obviously higher than those in the primary school, and the teachers in the high school are obviously better than those in the primary school.
Under this premise, one-to-one online education has been widely put on the agenda, and many companies are doing related business, which is unsustainable from the business model. Teachers will hate the one-on-one way when they become famous. Because they earn too little money and need a lot of new teachers to supplement them, the quality of teaching cannot be guaranteed.
At present, offline institutions use small classes in a relatively balanced way, and online balance is too difficult. At present, we haven't seen a better way. Perhaps a better model in the future is adaptive learning and personal views.
1 1
Teacher Wang, Group 2, Community Enrollment Preparatory Camp
Online one-on-one use of the remaining time of highly educated part-time teachers, reduce prices, expand one-on-one as a means of sprint counseling for students, and create an incremental market. Compared with O2O tutoring, the biggest advantage of online one-on-one tutoring is that it improves efficiency, and teachers or students don't have to run around.
The development of online one-to-one mode is aimed at children who lack initiative in learning and need some supervision, so online learning and traditional learning are not subversive and antagonistic, and online is a useful supplement to tradition. One-on-one tutoring has advantages and disadvantages, and there is no absolute good or bad. According to children's situation, choosing the right way can help children learn and grow.
12
Teacher Zhang, the third department of Platinum Member Group of Community Admissions College
1, I think the one-to-one education model is more targeted, and we can provide counseling according to the differentiated teaching of students in accordance with their aptitude.
2. One-on-one teaching A teacher can only tutor one student at the same time, and the operating cost of the institution is high, which will lead to high course prices. Sales teachers are required to have strong transaction ability. In addition, one-to-one does not have a lower marginal cost like large classes, so the profit of the organization will be lower.