President of Beijing Global Asia-Pacific Education Consulting Co., Ltd.
Enterprise address: Address: Room 16 1 Zijin Building, No.68 Wanquanhe Road, Haidian District, Beijing.
Personal introduction:
In 2003, he resolutely gave up his superior life in Shenzhen, sold his house and car in Shenzhen and went to Beijing to start a new business. After careful consideration, he finally chose to run education, so he joined hands with his friends to invest 2 million yuan and founded Longxun Education Consulting Co., Ltd. with another partner who provided teaching methods. However, the operation of the company is far more complicated than expected. After a period of operation, the investment will soon run out. At this time, due to personal reasons, his friend announced his withdrawal, and the lack of funds became a big problem. He stuck to it alone, and in the most difficult time, he added all the funds, no more than 4,000 yuan, but he didn't give up his dream. Fortunately, Hong Kong Huanya International Investment Group happened to be in love with Lang Xun and decided to invest 6 million yuan in the initial stage. After getting the investment, he first re-screened the brands and products, and finally chose to cooperate with Pearson Education Publishing Group, the world's largest education publishing group. The other party agrees that Langxun will exclusively operate Langxun Backpack Children's English in Chinese mainland.
In addition, team building has been strengthened and a large number of professionals have been introduced. Thanks to the joint efforts of Pearson Education Group, partners and all colleagues in the company, after six years of operation and market experience, Longxun Education currently covers more than 65,438+000 major cities in more than 30 provinces and municipalities directly under the Central Government, and has nearly 300 learning centers, which have helped more than one million children in China successfully improve their English practice ability and formed the largest training network system far ahead of the industry.
The following is an interview with China Business News:
China Business News: You have your own business, and have rich marketing management and entrepreneurial experience in OEM, trade, IT and other fields. Why did you finally focus on children's English training? Yang Dengke: At present, the people with the strongest consumption power and the easiest to spread consumption ideas in China are young and middle-aged people aged 28-38. People of this age generally have families and children. Moreover, due to the typical inverted pyramid family population composition of 4+2+ 1 in China, almost all the resources in the family are inclined to children, that is, child-centered consumption becomes more and more important in the proportion of total household consumption with the growth of age.
Therefore, when choosing entrepreneurial projects in the early stage, we chose the target audience with broad market and demand-children aged 3 ~14.
In China, China's exam-oriented education system and future are in line with international education, and the development trend of economic globalization determines that English education and training has a very broad market.
▲▲▲▲▲ Langxun's business philosophy: "cater to market demand, cater to consumer demand and cater to the trend of the times"
China Business News: At present, the competition in children's English training industry is still fierce, with many enterprises participating, such as New Oriental, Jiayin, Kid Castle and Ladder. Please analyze the status and characteristics of these enterprises in children's English training industry.
Yang Dengke: It is true that the competition in children's English training industry is fierce at present, but if you analyze the information of the whole children's English training industry, you can see such a phenomenon.
At present, there is no institution with its own characteristics in the industry, let alone the first echelon with a market share of 50%; If you know something about this industry, you can also see that there are no decent advertising and marketing activities, including tit-for-tat, so these all illustrate a problem. This market is in the stage of rapid growth and meeting the market demand gap.
For us, as pioneers in the market, we have left our new competitors far behind.
In addition, consumers' consumption habits, consumption scale and consumption consciousness constitute brand loyalty. Judging from the current consumer behavior in children's English training industry, no institution has high brand loyalty. This is also because children's English training is a new industry, and consumers are relatively unfamiliar with the educational concept of this industry.
Because children's English training industry is not like adult English training, adult English training is based on exam-taking and vocational skills upgrading to meet the needs of consumers. This requirement standard is simple and clear. An organization can gain good reputation and brand loyalty as long as it can let consumers pass the exam or meet the basic vocational skills needs.
However, the demand of consumers for children's English training is relatively vague and changeable, so it is difficult for enterprises to have a quantifiable assessment standard to meet the needs of consumers, so it is not easy for enterprises to cultivate their own unique ideas and characteristics.
"China Business News": If Langxun wants to stand out among many industries, it must have a business philosophy and operation mode different from other enterprises. Can you introduce the business philosophy and operation mode of Langxun?
Yang Dengke: Longxun's business philosophy is simple but effective, that is, it caters to market demand, consumer demand and the trend of the times.
First of all, we should be a keen market observer and explore the needs of consumers; Secondly, according to the needs of consumers, formulate strategies to transform the accumulated market kinetic energy of enterprises into strategic potential energy; Finally, it is also the most critical link to implement effective strategic implementation and market strategy and expand market share.
For example, we need to tap the needs of consumers, but the current domestic educational environment is facing changes, from exam-oriented education to quality education, from simple score requirements to complex interest quality requirements. Of course, the needs of consumers are constantly changing, which requires Langxun to adjust its strategy according to the needs of consumers, from a simple exam-oriented to an interest-oriented and educational quality-oriented strategic policy.
The operation mode of an enterprise is generally a supplement to the implementation of the strategy. The operation mode of Langxun has undergone major changes. In the past, it was mainly based on the regional monopoly operation mode authorized by the project, supplemented by direct sales.
The biggest advantage of the regional monopoly mode of project authorization is that the partners are usually locals, who are more familiar with local resources and educational acceptance habits and can quickly integrate highly standardized and modular training products into the local market.
However, due to the gradual improvement of consumers' demand for the quality of education, the regional monopoly of project authorization, supplemented by direct sales, can no longer meet our current market demand and can not fully cater to consumers' psychology. Therefore, it has recently been decisively changed to a model of direct sales, supplemented by regional monopoly authorized by the project.
The advantage of direct marketing mode supplemented by regional monopoly of project authorization lies in its strong controllability. Longxun can better control the quality of education and meet the needs of consumers through a team with rich industry experience.
At the same time, compared with the regional monopoly mode authorized by the project, the direct marketing mode has better linkage and can use and match the internal and external resources of the enterprise more efficiently; High linkage, high enterprise operation efficiency and high control over subordinate institutions, thus obtaining greater cash flow income.
Of course, the cost of direct operation mode is relatively high, which requires us to have better cost control ability and maintain continuous positive capital flow ability, which is a real test faced by many enterprises in this industry at present.
▲▲ "The core competitiveness of Langxun is a people-oriented elite team"
China Business News: Core competitiveness is the lifeblood of every enterprise. To develop, enterprises must build their own unique core competitiveness. What is the core competitiveness of Lucent? How do you plan to build such core competitiveness?
Yang Dengke: Longxun's core competitiveness is first-class education and training products, but first-class products need first-class teams. If an enterprise has a good product idea, but not a team with good execution, a good product cannot be recognized by consumers.
At present, because the market of children's English training industry has just started, there are almost no benchmark enterprises in the industry to refer to, and many of them need to explore and practice by themselves. Therefore, the enterprise operation team must have strong execution, and only strong execution can achieve the best product design and strategy in the first line, so that consumers can have a better understanding of our quality products and brands.
In the final analysis, the core competitiveness of Langxun is a people-oriented elite team.
To build such core competitiveness, the most important thing is to have a scientific human resources system, that is, how to tap talents, cultivate talents and retain talents. Langxun is an enterprise culture construction which starts with incentive mechanism and is supplemented by happy work and happy life. Since last year, Langxun has continuously launched the equity mechanism plan, and now the performance appraisal method vigorously promoted is also a good incentive system.
China Business News: In 2009, after experiencing the verification period of operation mode and the accumulation and brewing of large-scale development period, Langxun entered the mature period of brand and system. After a year of operation, I believe you have a deep understanding of corporate brands and independent brands.
Yang Dengke: At the beginning of Lucent's establishment, we realized the importance of our own brand. Of course, the establishment of independent brands is only the first step, and how to manage independent brands is the key. To operate independent brands, we must first have core products, core service concepts and core competitive advantages.
This is also the significance of our cooperation with the world-famous Pearson Education Group, thus forming the biggest advantage of Longxun. This advantage is that you can learn from the best teacher, learn and integrate world-class products, teaching concepts and product design concepts, and quickly form our core competitiveness, which not only quickly trains your team, but also promotes the influence, connotation and product extension of Longxun brand to a favorable height.
Of course, the establishment of independent brands is only the first step, and how to manage independent brands is the key. To operate independent brands, we must first have core products, core service concepts and core competitive advantages.
"China Business News": Have you considered the diversification strategy for the future of Longxun, or what kind of wishes and expectations do you have?
Yang Dengke: In any industry, we should pay attention to two points: channel and brand. When Langxun occupies a certain channel in the education and training industry and establishes a certain brand awareness, it will definitely consider diversification. However, this diversification must be controlled by Longxun. Diversification based on multi-industry integration on the basis of core user platform is our future choice. When Longxun's brand is well-known, we will enter industries with strong correlation, such as children's books, infant education, maternal and child supplies, and develop products that guide our platform users to consume diversified products.
For the future of Longxun, I hope to turn Longxun into a big family where enterprises and employees can create a win-win situation, so that every employee of the enterprise can share his own cake and realize his dreams!