100 at the beginning of the establishment of education, Liu Yujun was in charge, and now he is the vice president of Happy Times, and 100 is the head of education. Judging from my resume, I entered Jinshan in 2000, mainly doing Jinshan software, and then transferred to the game department; At that time, influenced by Lei Jun and his initial intention of online education, he crossed the border from the game industry to the education industry.
In the past three years, Liu Yujun has personally experienced 100 education, from studying abroad and vocational education to online 1 and then to 1. 100 what trial and error and experience has education experienced in recent years? Why did the so-called 100 education "die down" in the past year?
Recently, Giant Whale Media came to the office of 100 Education in Jingzhizhen Building to interview Liu Yujun, vice president of Huanju Times and head of 100 Education, and listen to his mental journey over the years.
100 education independence, platform dilemma, self-employment?
At the beginning of 20 14, YY formally established an independent online education division and launched the "100 education" brand. 100 Education launched the TOEFL IELTS free intensive course at the beginning of its establishment, aiming at New Oriental, which started from studying abroad.
At that time, Lei Jun, the major shareholder, said that 654.38 billion yuan would be invested in two or three years to subvert traditional education. Li Xueling, CEO of YY, said that the investment plan of 654.38 billion yuan is mainly used for the acquisition and investment of educational resources, so as to obtain excellent teachers' resources, and the TOEFL IELTS course will be free for teachers forever.
Regarding the free strategy adopted at the beginning of the launch of 100 education, Liu Yujun told whale media: "We hope to exchange information and traffic in a free way, but the education industry is not doing the Internet after all, and the cost of the education industry itself is high. It does not mean that the platform can attract users for free."
Although learning and thinking and New Oriental attract students through price wars, Liu Yujun believes that "when educational institutions have brands, they can enroll students; But if a new educational institution adopts a free way, everyone will feel that there is a problem. " Free has not won the trust of users, but has ushered in criticism in the industry. Liu Yujun reflected, "It is wrong to do free things when the organization has not established a strong brand, and it should be done at the right time."
The time can be traced back to the beginning of YY as a team voice tool originally used in online games. After YY 20 1 1 launched the education channel, live voice broadcast was introduced into the education and training industry on a large scale. According to public information, YY Education Channel has more than 500 educational institutions, more than 20,000 online teachers and more than 50,000 online classes in September of 20 12.
At that time, a large number of educational institutions and independent teachers settled in the platform, and with the advantage of live broadcast, they got a share of YY. The most typical example is that Xing Shuai relies on 10 yuan's Photoshop course to achieve an annual income of over 100 million.
YY Education Channel mainly cooperates with educational institutions to increase traffic. "But the positioning of this platform is not correct. Why should everyone believe you? If it is a platform, how to ensure the quality of teaching? " Liu Yujun said: "This is also the reason why YY launched its own brand of 100 education."
Then, how to quickly polish a favorable team without educational genes when entering the education industry from the Internet? Liu Yujun summed up two words for Whale Media: learning and acquisition.
At the end of 20 14, Zheng's team, which is mainly engaged in IELTS training, was acquired at a cost of 300 million yuan, and Global Online School, a vocational education institution, was acquired at a cost of1200,000 yuan from Pearson, and the sub-brand "100 Vocational Education" was launched, which directly linked to the website of Global Online School.
Liu Yujun's consideration of the acquisition at that time was, "You can learn from others quickly. After all, from the Internet to the education industry, I don't know much about the education industry. If you just study by yourself, it will be very slow. "
20 15 March, 100 education adjustment and development strategy. We opened 100 study abroad, 100 vocational education and K 12 business, continued to hold high the banner of free, upgraded the TOEFL IELTS free intensive class, and also opened a free accounting training class. In June of the same year, based on online vocational training, the personalized learning system "Cloud Private School" was promoted.
However, in August of 20 15, when the capital's attitude towards online education turned cold, 100 education official issued a statement saying that Zheng 100, the deputy general manager of the education department, and 100, the general manager of the study abroad department, were removed. Together with Zheng, there is 100 study abroad business, which has been abandoned by 100 education and the relevant team has been dissolved.
Until September of 20 15, 100 Education readjusted its business structure and handed over the overseas study business to the global online school for unified management. The brand "100 Education" focuses on the K 12 field.
After various attempts, Liu Yujun thought that K 12 could achieve the goal of personalized education better than vocational education, so he began to prepare personalized closed-loop things at the end of 20 15.
He told the whale media: "At the beginning of 20 16, K 12 went online 1 right 1 was still in its infancy." Liu Yujun wouldn't disclose more information about the vocational education business, but he said that the vocational education business was profitable last year.
After the business transformation, the voice of 100 education, which started at the end of 20 15, is much less. Faced with some public opinions, Liu Yujun thinks that the current 100 education is "moving slowly on a smooth road".
K 12 as the main battlefield, cut into the line 1 to 1 "Jedi counterattack"?
At the beginning of 20 16, 100 Education began to launch the course of K 1 to 1 online. At that time, competitors had entered the track of K 1 to 1 online, such as head coach 1 to 65438.
However, as early as June of 20 15 and 10, 100 Education had already announced that it would settle in K 12 and launch a "one-on-one tutor" for junior and senior high schools. Teachers are mainly middle school teachers in public schools, and the business from 1 to 1 involves mathematics, English, Chinese, physics and physics in junior and senior high schools.
According to whale media reports, although YY is the shareholder of 5 1Talk, Liu Yujun revealed that the current 100 education will not consider the development of English, adults and other directions, but will cut into the field of K 1 2 from online 1 to1,thus realizing personalized education. But he said that he didn't care about the cash flow and competition from online 1 to 1.
He believes that online 1 to 1 is the best entry point to realize personalized education, which can take teachers as the center and maximize service efficiency and management under the influence of the Internet.
According to Liu Yujun, the mode of 100 education is to integrate the process of teaching-learning-practice-examination into a personalized learning closed loop by using the Internet.
In teaching, 100 education adopts UGC mode, inviting teachers to jointly modify the courseware, and then the teaching team will review the courseware; In terms of learning and practice, 100 Education has developed a set of background data system to track all students' learning tracks in the pre-class-after-class-tracking link. "The tracking of pre-class learning is the responsibility of the evaluation group and the class teacher group; The tracking of after-school learning is the responsibility of 1 to 1 lecturer team and class teacher. "
100 education can achieve the following effects: in class, children record key points and review easily; At the same time, the class teacher tracks 1 to 1 to let parents know their children's learning track and status in time; In addition, recording and broadcasting are also set up on the platform, which parents can watch at any time.
In terms of teachers, 100 education adopts teachers from key public schools, mainly part-time. At present, there are more than 500 part-time teachers on the platform. In terms of teacher recruitment, there is also a recruitment team of more than 20 people.
With regard to the selection of teachers, 100 Education has set a threshold of five rounds of selection. First, teachers who have been teaching for more than 5 years are selected to take professional knowledge examinations and interviews in turn; Secondly, interview teaching skills; 10 online lectures, teachers with 90% favorable comments were selected, and the passing rate of teachers was only 1.26%.
In addition, 100 Education has set up a part-time teacher advisory group of more than 20 people, which can help the product department to put forward some opinions in time online.
Liu Yujun revealed that in the second half of this year, 100 Education will gradually open class products on the basis of 1 to 1; It is expected that a personalized teaching product will be released at the end of the year, and internal testing will begin at 5438+00 in June. "The consumption of 1 is relatively high, and public knowledge needs to be presented in the form of classes."
Talking about the upcoming class products, he introduced that the form involves before class-during class-after class, and teachers will divide classes according to students' actual knowledge reserve ability before class. "Through personalized distribution, students' weaknesses can be identified before class, and then what kind of public classes can be arranged."
He also revealed that there are currently more than 3,000 paying students in 100 education, with a recommendation rate of 40%-50% and a renewal rate of 70%. For the field of online 1 to 1, the development scale of 100 education is not huge now. Liu Yujun stressed, "The reason why we pushed down this scale is because we found that some back-end services can't keep up. Control the scale and other modules can keep up. " He described the operation of online education to whale media by snowballing. "Education is like snowballing. It's not that you can't roll, but you have to roll, no matter how big the snowball is. "
Insist on paranoia and initial intention, and never waver in online education?
On his desk, Liu Yujun has a dedicated handwriting board and a spare tablet computer for online teaching. He said that he often experiences courses on it and gives feedback on products at any time. There is also a cartoon robot on the desk. He often has real-time meetings with the team in Guangzhou headquarters during the party. On the afternoon of the interview, Liu Yujun is going to Guangzhou on business. Running at both ends like a war has become his normal job now.
As a technical man, Liu Yujun has a lot of paranoia about online education: for example, before the company's brand launch conference was held online, he joked that "we will not add congestion to the capital."
He said frankly, "Education should have a kind of paranoia, ideals and initial intentions." Liu Yujun believes that the biggest difference between real online education and offline education in the future is to realize personalized education. Offline education is inefficient in learning and service, while online education is no worse than offline education through classroom interaction and big data mining.
Born into a military family in rural Chongqing, Liu Yujun firmly believes that the educational environment can change a person's growth trajectory. Even from the cross-border education of games, I have always maintained my enthusiasm for online education. In the eyes of others, he always handles things like a "fight".
He has repeatedly stressed that online education can solve the problem of unbalanced teachers. Talking about the double-qualified classrooms being laid out by major educational institutions, his view is that "the double-qualified classroom itself is the product of compromise". "Take the fifth-tier cities as an example. My potential users in this place may be only 50 people. Based on the level of business education, I won't consider setting up a double-teacher class here, which is why the double-teacher class can't attract real long-tailed users. "
"Double-qualified classrooms can improve the current teaching methods and quality, and can transport teachers from Beijing to other areas for teaching." But he believes that online education can also achieve good interaction, such as face-to-face and immersive interaction. "The core problem of double-teacher classroom is that it can't solve the teacher balance."
Although the double-teacher classroom involves the fields of maker education and kindergarten, he said that the double-teacher classroom is not suitable for the K 12 field. "With the development of economy and the growth of rural GDP, the problem of extracurricular tutoring for rural children still needs to be solved urgently. Double-teacher classroom is an improvement of traditional institutions, and the front line of online education in the future should be based on personalized teaching and learning. "
In May of this year, Huanju Times announced in the financial report of 20 17Q 1 that because the online education business is no longer important to the company, it decided not to separately announce the operating status of "100 Education" in the future. Does that mean that education is not taken seriously in the era of gathering?
Liu Yujun's answer is no, "Happy times are very supportive of education. Not all strategies will be reflected in financial reports. When the education is completed and the road is paved, it will be put in sooner or later. "
"In terms of financing and strategy, we are not in a hurry to raise funds, but more through internal financing in the era of gathering together. In the choice of financing direction, we will be more inclined to institutions with strategic synergy with each other. " He concluded.
Since the beginning of this year, in the field of K 12 online 1 to 1, a series of education companies have successively obtained financing, whether it is the online flagship 1 to 1, or offline incubation, or from the question bank and family education.
K 12 Online 1 Yes 1 Although it is a track with high capital investment, the marketing cost is high, effective marketing channels are scarce, and abundant cash flow is behind a lot of money burning and losses. From the trend, pushing products and adding categories is becoming the direction of K 12 online 1 platform. The online 1 transfer 1 model, in the fierce competition, needs to look at the effect itself, or it is a test of the organization's ability to control teaching and research teachers and teaching services. Then, how did the transformed 100 education get ahead after its survival?
Extended reading:
1 later. Head 1 to 1 won the star C+ round investment, and the competition became fierce on the K 12 line 1 to 1?
2. On the K12 line 1 vs 1 "Kill the plate", what is the tortuous road to transformation?