Under the influence of the epidemic, the opportunities in the teaching and training industry outweigh the difficulties.
Before the roundtable forum, three big coffees talked about the impact of the epidemic on enterprises. Generally speaking, opportunities outweigh difficulties.
Mr. Zhang Chaoyue, general manager of Future Magic School, said that the epidemic has dealt a great blow to many cooperative organizations, and everyone is very difficult. During the whole epidemic, the ToC and ToB products of Magic School have been upgraded in real time in the future, and now they basically have the ability to switch online and offline services at any time.
Mr. He Zhuo, vice president of Zhonggong Education Group, said that for vocational education enterprises, the epidemic may be that opportunities outweigh difficulties. Vocational education is a strong market and a rigid demand. Judging from the sales of Chinese public education and student services, the impact of the epidemic is relatively limited.
Mr. Zhang Liming, co-founder and chief operating officer of 5 1Talk, said that although the whole industry has been affected by the epidemic, from the company's financial report, the company has been profitable for three consecutive quarters, and it is the only company in the industry that can continue to make large-scale profits. 5 1Talk has a strong advantage on the teacher side, which brings a lot of traffic to student recruitment.
At the same time, however, Ms. Zhou Shuang also expressed her concern about how those enterprises that had comparative advantages during the epidemic period could maintain their dominant position after the epidemic ended and how to show their corporate value.
After the epidemic, the education and training industry has quietly changed.
The epidemic situation has had a profound impact on the education and training industry, and various changes have taken place in the development model of enterprises. Most importantly, online education is the general trend. So what are the potential opportunities or risks in the future at this historical point in China's education market? What are the prospects and expectations of head enterprises for the future of the industry?
Mr Zhang Liming shared some of his experiences with you from three aspects. First, from the enterprise's point of view, the epidemic situation is a great opportunity for the head enterprises to gain the market, and it is also a reshuffle period for small and medium-sized enterprises. For the three major enterprises in the industry (unlicensed, R&D and unlicensed), it is likely to be overwhelmed by the general trend.
For users, Mr. Zhang Liming spoke three words: cognition, experience and habit. He said that under the epidemic situation, more users have gained more knowledge about online education and gained a good online experience while getting courses. Online education has been recognized by parents and students, and this good experience has sunk to 234 cities. For a well-prepared enterprise, strengthening this kind of stickiness with students can promote the formation of students' study habits, such as online study habits or online and offline study habits, which is beneficial to the enterprise.
For the market, the impact is far-reaching, especially for the sinking market, the convenience brought by online education, the visibility brought by data, and the feeling brought by self-progress. This will subvert their views on the whole education industry, so this is a subversive impact.
The impact of epidemic situation on the whole education market is irreversible, or the change of ecological environment. Mr. He Zhuo expressed his views on vocational education. The first is the internal personnel structure and team management of teaching and training institutions. The impact of the epidemic on enterprises is inevitable, but enterprises still have to find the key to break the situation from themselves.
For the vocational education industry, there are three obvious external characteristics in the later period of the epidemic. The first feature is that with the constant change of employment situation, the continuous development of economy and the promotion of national policies, the demand for new occupations and employment transformation is increasing, and the vocational education market shows greater vitality.
The second is to look at the individual students. Because of the epidemic, the education market has changed, and online and offline integration has become an urgent reality for vocational education and training institutions, which is the preliminary preparation for dealing with future uncertainty. The epidemic has changed the needs of users, which makes the starting point of teaching and training institutions should be to meet the needs of students and improve their own products and services.
The third is the core of educational institutions, training content. Single-line face-to-face training or online training content delivery may have their own limitations, but if the two forms of education are combined, it will generate more energy and help to deliver high-quality teaching content to students, and students will easily accept this training method.
"Most of these institutions we serve chose online in the first half of this year. Of course, this is also forced by the epidemic. However, with the arrival of the summer vacation, the epidemic situation in various places has improved. We found that almost 95% of the cooperative institutions have chosen to resume classes offline. I think the big data in this industry is also consistent. " In the face of the questions raised by the moderator, Mr. Zhang Chaoyue answered.
The epidemic has changed the industry scale of the education and training market this year. In the industry, offline training is the main body, but the market growth rate of online education exceeds expectations. Faced with the progress of the times, the blessing of science and technology, and the iteration of education model, Mr. Zhang Chaoyue believes that the development of online education is irreversible even without the impact of the epidemic.
Opportunities and challenges coexist under the epidemic situation. Some principals have the courage to overcome difficulties and actively embrace changes in the industry. But there are also many principals who can't adapt to the changes in the market and are knocked down by the epidemic. However, whether online or offline, the epidemic has changed the teaching management mode of teaching and training institutions, and those institutions that are more suitable for customers' needs, more efficient and better able to grasp students' learning habits are quietly emerging.
At the same time, Mr. Zhang Chaoyue also pointed out that although the education industry has changed with the accelerated operation of science and technology, educational institutions should respect and adhere to the basic laws of education, which is also an important reason why the education industry has become an eternal sunrise industry.
The risk value of teaching and training institutions is getting higher and higher. How to face it?
As we all know, the education industry has been bearing a lot of social responsibilities and social expectations, but now we see that its risks are actually getting higher and higher, or it is different from the past. In the past, you might have been a good teacher and a good principal, and then started a good class, and then served the students well and educated people with your heart, so that you could basically support a small teaching and training institution. Now because the market is different, the needs of customers are different, and the channels for obtaining customers are different. For example, topics such as doing traffic, adding AI courseware, scientific research, or effective operation all revolve around the whole teaching and training industry.
The three guests also shared their views from their own experiences on how to make educational institutions bigger and how to deal with risks.
"The concept of returning to basics and basic skills is the element that really supports the basic disk." Mr. Zhang Liming said that in the process of development, enterprises should always remind themselves to return to the essence, no matter what risks they encounter, what challenges they face, whether they need to further expand or expand from the product line, etc. If they can't support it, it is likely that their basic skills are not practical enough.
How to make teaching and training institutions stronger and bigger? Mr. He Zhuo shared two points according to the development of the enterprise. The first is the product. In terms of product positioning, teaching and training institutions should adapt to local conditions and take customer demand as the market orientation. The second is team members. Whether a campus is efficient or inefficient depends on the team members in this campus.
Financial risk is the most direct impact on teaching and training institutions during the epidemic. Mr. Zhang Chaoyue pointed out that above the financial risk is the operational risk, and then the risk brought by customer satisfaction. When dealing with risks, he pointed out that any enterprise has two basic value support points. The first is whether it can bring value to customers, that is, whether the products of the enterprise are excellent. It used to be said that a company is strong by products, big by operations and long-term by culture. Whether the product is strong enough is an important basis for the survival of teaching and training enterprises after experiencing epidemic situation and policy changes. The other is operation. The profit of the organization needs to be generated through refined operation. Reasonable treatment of business indicators and data is related to the sustainable development of enterprises.
Teacher Zhang Chaoyue also said that at present, no matter how big the risks are, teaching and training institutions should make bold attempts and carefully verify them.
In the face of the penetration of Internet giants, how do major education and training institutions respond?
During the epidemic, most Internet giants began to enter the education industry and adopted completely different Internet thinking, which had different degrees of influence on the institutions already in the education industry.
Mr. Zhang Liming, co-founder and chief operating officer of 5 1Talk, pointed out that the penetration of Internet giants has brought many influences to the education industry. On the one hand, advertising increases the promotion cost of educational enterprises, but on the other hand, because of large-scale advertising, it has brought extensive customer awareness to enterprises and is effective for educational enterprises. The expansion of market scale is beneficial to the development of the industry. Secondly, users' cognition, because users can come into contact with different products and have their own views on the products of enterprises, which will promote the formation of a benign competitive environment in the education industry. For those enterprises that have not yet formed a sense of crisis, they will suffer a greater blow in the future. Therefore, enterprises should always be vigilant in the process of development.
"Innovation must be a cross-industry collision to have a stronger effect. From this perspective, I think the entry of Internet giants into the education industry has really accelerated our traditional education. Whether forced or guided. It will help us update and transform some traditional concepts. " Mr. He Xun, vice president of Zhonggong Education Group, said.
In addition, he also pointed out that education should be clear about the starting point of enterprises themselves. If we only treat education as a business, the strong attack of internet giants will inevitably cause fear to these enterprises. However, if education focuses on products, content, services and teachers, the impact will be limited. Moreover, the attack of internet giants has promoted the entire education industry. Greatly enhanced the potential of market demand, opportunities will be born.
Mr. Zhang Chaoyue, general manager of Future Magic School, said that the education industry is still in a relatively traditional state, or an industry with great scientific and technological potential. Therefore, as a practitioner in the education industry, I very much hope to have better skills and talents to join the education industry. On the one hand, it will help improve students' learning experience and learning efficiency, on the other hand, it will also help improve the overall cognition and recognition of the teaching and training industry. At the same time, strong funds, high-end technology and. The infiltration of internet giants is the development trend of education industry.
At the round-table forum with the theme of "Restarting after the epidemic, gestating the future", the participants' thoughts collided, and the discussion was in-depth, brilliant and thought-provoking. Let educators feel that the opportunities under the epidemic are actually greater than the difficulties. The entry of internet giants is actually conducive to the healthy development of the industry, and the future of teaching and training institutions can be expected.