English, interest quality and mathematics are the most common categories for children to participate in extracurricular tutoring. In 20 17, the penetration rates of key education and training categories among existing preschool users were: interest quality 64.0%, children's initial knowledge 52.5%, English 46.5%, study tour 13.5%, mathematics 8.0%; On average, every parent has let their children participate in two kinds of extracurricular tutoring. The penetration rate among K 12 users is: English 8 1.4%, interest quality 52.8%, mathematics 46.9%, Chinese 22.0%, study tour 20.1%; On average, every parent has let their children participate in 2.6 kinds of extracurricular tutoring.
Acquaintance recommendation is the most trusted advertising channel for parents and users, with the number of users expressing trust accounting for 56.2%, but it is only a reliable channel for parents and users to obtain extracurricular counseling information, and it is not the key factor for them to finally decide to pay. Teachers and word-of-mouth are the most critical determinants, with the key degrees reaching 47.0% and 40.3% respectively. 95.6% parents are willing to recommend their children's extracurricular tutoring institutions to people around them. The recommendation is mainly due to the good quality of the products and services themselves, and the non-recommendation is more for personal reasons.
Parents and users hope that the sales staff will not be so kind and enthusiastic, and hope that they can understand the products; Adult users, on the other hand, prefer that salespeople don't know the products so well, but also be kind and enthusiastic.
Parents and users have similar preferences for products and marketing of training institutions, while adult users have diversified values and preferences on many issues. This is probably because parents and users are not actual users of products, and their preferences are mostly from their parents' point of view, and their parents' mentality is similar. Adult users, on the other hand, are the actual users of products, and they are more able to follow their inner wishes in their preference tendency. Education and training institutions for minors can refer to the practices of peers when designing products and marketing strategies, while education and training institutions for adults need to consider the psychology of users more when designing products and marketing strategies.
A brief history of education and training industry for 30 years
Face-to-face education has a deep soil, and the online wave is unstoppable.
China's modern education and training industry began in 1980s, and the main market players are vocational training represented by Lan Xiang and new oriental cooking. With the increasing encouragement of the government to study abroad, the upsurge of study abroad training has been set off since the 1990s. From the end of the 20th century to the beginning of the 20th century, a large number of subject guidance for primary and secondary schools began to appear. Under the strong demand of parents for grading efficiency, the form of extracurricular tutoring in primary and secondary schools has gradually evolved from personal counseling to business organization counseling, and the class type has gradually evolved from large class to small class and one-on-one. At the same time, the Internet entered China, and the first batch of famous online schools represented by 10 1 distance education network emerged. After the first decade of 2 1 century, driven by policies, capital and technology, online education surged from 20 10-20 13 to 2015,2065438+.The specific performance is that it is no longer obsessed with "free" and "free" as in the previous two years. No longer blindly venture capital, online education began to develop steadily.
Basic marketing concept of education and training industry
Cutting down trees, planting trees and circling trees have their own advantages and disadvantages, so it is wise to learn from each other's strengths.
If users are compared to a tree and the place where users gather is compared to a forest, then we can get enlightenment from the specific tree cutting process: first, don't touch the elephant with your eyes closed (find the forest with the most trees and screen out the target tree species); Second, you can't fish when resources are exhausted (big trees can be cut down and small trees should be planted). Based on this, there are three basic marketing ideas in the teaching and training industry: "planting trees" believes that educating users to pay attention to brands, first playing brands, users will naturally continue. However, this method tests the endurance of enterprises too much, so shorter and faster "tree cutting" is popular. It advocates cutting down trees when there are trees, which brings valuable cash flow to enterprises. It is a traditional, efficient and most commonly used method, but enterprises with too obvious sales orientation are prone to lose sight of one thing and lose sight of another in products and services. Influenced by internet thinking, a "circle tree" appeared in 20 13. It advocates contact first and then cutting down trees when the time is ripe. This kind of thinking is very atmospheric, but it is easy to lose the direction of profit. At present, three kinds of thinking are learning from each other.
Advanced marketing thinking of cutting down trees
How to cut down more trees? According to the business characteristics, development stage and resources, choose the style of play.
Let's talk specifically about the tree cutting type in the three marketing ideas. If the idea of planting trees is to win by time, then the way to win by cutting trees is more diverse. People with connections rely on connections, people with manpower rely on manpower, and people with funds rely on funds. The specific way is selected according to the business characteristics, development stage and existing resources of the enterprise. For example, enterprises with wide connections will cut down trees by connections, gradually develop partners, and then gradually expand their network; For another example, enterprises with strong financing ability will make full use of funds to build venues, expand platforms, rush sales and become brands. However, no matter what method is used in the education and training industry, the effect is always king, and "cultivating while grasping" has increasingly become a science. Even online education enterprises that pursue light weight and speed are increasingly aware that moderate "heavy" and "slow" can make tree cutting sustainable.
Evolution of Marketing Channels in Education and Training Industry
Where are more trees? Network marketing has given large and small enterprises the opportunity to find big forests.
Even though the industry hotspots have changed several times and employees come and go, due to the low market concentration, the number of trees cut down by each enterprise is limited, so large and small enterprises are very eager for traffic. Thanks to the openness of the Internet, the voice channels of all walks of life are changing to decentralization. In particular, the emergence of smart phones, the popularity of Weibo, WeChat friends circle and self-media have greatly lowered the threshold for enterprises to carry out large-scale marketing and significantly improved marketing efficiency. Of course, lowering the threshold and improving efficiency mainly refers to the empowerment of technology to each enterprise, not the average distribution of resources. There are always enterprises that occupy more unique conditions and are better at using the possibilities given by technology.
The biggest advantage of network marketing lies in its wide spread, fast speed and unlimited time, which greatly expands the order of information dissemination. Moreover, interactivity, data technology attributes and the control of marketing costs have also effectively enhanced its appeal. At present, online education enterprises are more skilled in the use of network marketing, because they are naturally fond of the network; In the process of marketing, traditional education enterprises rely more on traditional ground means, and at the same time, they are actively testing water network tools in an almost urgent way to seek new development.
Basic operation mode of education and training industry
The user behavior pattern has not changed, and the essence of operation has not changed. Now the means of operation are more abundant.
Aida is a famous sales theory. The four letters represent attention, interest, desire and action respectively, and describe the behavior of users in the sales process. If AIDA is extended back and forth, we can see that users never understand-notice-are interested-are willing to buy-buy-use-the whole process of generating comments. Since the birth of the education and training industry, the user behavior pattern has never changed, and the core goals of educational enterprises at each stage have not changed. The only change is that thanks to the progress of internet and technology, enterprises have more and more means to achieve their core goals. If you pay attention to the stage, the earliest way is to distribute leaflets on the ground, and now there is event marketing; For example, in the willingness stage, the earliest practice was to persuade in person, and now there are various effect advertisements; Another example is the use and evaluation phase. The earliest way is to call back, and now there is online community operation.
Product trend of education and training industry
The quality control of teachers and teaching research will no longer be a slogan; Double-qualified teachers can revitalize existing teachers.
The education and training industry will always take the effect as the king, and the realization of the effect is highly dependent on people, so the quality of teachers is always crucial. The results of this user survey show that both parents and adults attach great importance to teachers. In recent years, although technology has made rapid progress and its application in the education and training industry has blossomed everywhere, artificial intelligence can never completely replace teachers, especially those facing minors. In addition to teaching, it also plays the role of a machine. 2) Users are open to education and training advertisements, but openness does not mean complete acceptance. The most trusted channel for users is acquaintance recommendation. It shows that advertising is the usual means for organizations to obtain the first batch of users, but the continuous expansion of user scale and the continuous increase of stickiness cannot always be supported by advertising. In the end, teachers and quality control should be implemented well, and customers should be obtained by word-of-mouth communication and brand premium. Moreover, with the sharp rise of rent cost, market cost and back-office management cost, the whole industry has gone through a period of high profit relying solely on sales and gradually entered a period of growth relying on endogenous forces such as products. Therefore, institutions will be more and more willing to invest in teachers and teaching research, teaching-oriented talents and teaching-research talents will receive more attention, the whole industrial chain will continue to develop in both vertical and horizontal directions, and specialized outsourcing institutions for teacher training and teaching research will continue to emerge, and after initial melee and market screening, they will move towards healthy competition.
In addition to producing more outstanding teaching and research talents, the utilization rate of existing outstanding talents also needs to be tapped. A good teaching model can revitalize the existing talent resources, such as the future "big backstage, small front desk" model and double-qualified model. Generally speaking, face-to-face teaching mode is the most mature in training effect because of its long development time, but for enterprises, there is a fatal defect of low manpower utilization rate; Pure online mode can match teachers and students in different time and space, and greatly improve the utilization rate of manpower, but the training effect needs to be explored; However, the development time of the dual-teacher model is somewhere between the two. After more than ten years of optimization, it has become increasingly perfect, and it is the best scheme for both training effect and human efficiency. In fact, the expansion model adopted by the industry giant New Oriental and Good Future in third-and fourth-tier cities is also dual-qualified.
Marketing trend of education and training industry
Upgrade to sustainability, maximize efficiency, mature channels and interesting technology.
With the development of online education, the whole education and training industry will attract more and more funds and talents, and marketing will also have new changes. For example, the marketing concept is gradually moving from simple "cutting trees" effect advertising or "planting trees" brand advertising to the integration of products and effects, and the marketing target is gradually moving from "widely advertising" to "precise marketing" and the combination of the two. The advantages and disadvantages of online marketing channels and offline marketing channels are more and more clearly recognized.
The trend of network marketing in education and training industry
Solving the pain point of network marketing: user perception becomes the key competitiveness
In the process of practical application, there are inevitably some problems in online marketing. When enterprises enjoy the benefits brought by online marketing, 1) the network traffic is more and more expensive, 2) users are more and more difficult to impress, 3) the user turnover rate is high, and 4) the marketing concept and system are immature. Among them, 1) and 2) are mainly caused by the objective factors of the changing times, while 3) and 4) are more caused by the lack of perception of users and understanding of online marketing. These two pain points are more likely to be solved through the subjective efforts of various institutions.
Running trend of education and training industry
Pay attention to renewal and referral, pay attention to online community operation, supplemented by offline operation.
Because users in the teaching and training industry attach great importance to brands and word-of-mouth from acquaintances, if existing users can be prompted to recommend others, the behavior of new users will start directly from the attention stage, eliminating the long unconscious stage; If we can promote the renewal of existing users, the behavior of new users will start directly from the purchase stage, which will greatly reduce the behavior process and improve the operational efficiency of enterprises. From this perspective, renewal and referral are the most efficient marketing methods.
In addition, education and training is a lonely process, but also a process that needs to overcome inertia. If we can get emotional support such as supervision and encouragement in the community, the loyalty of users will be significantly improved. Without successful community operation, renewal and referral cannot be realized. The maintenance cost of a single user is too high, so community operation can give full play to the leverage effect, and at the same time use the interaction between users to amplify the effect of operation. The premise of community operation is to classify users, adopt different operation methods for different types of users, and form refined management. At present, online education institutions pay more and more attention to the user transformation and brand precipitation brought by online operation while making efforts in online teaching and online marketing. In the future, the industry will pay more attention to community operations. At the same time, because the education and training industry has always been "heavy", a certain proportion of offline activities can effectively consolidate user stickiness, which is an effect that online operations cannot achieve.