More than 65,438+10,000 companies were deregistered this year, which is equivalent to an average of 254 companies closing down every day.
Although the impact of the epidemic will eventually pass, with the comprehensive rectification of the industry.
With the improvement of business threshold and the improvement of policy supervision, the industry will become more and more difficult and specialized.
A healthy operating mode of public institutions is the key to steady development.
0 1 differentiation of market competition
How to gain a foothold in the highly competitive market, differentiated positioning is the most correct answer.
Through the overall division of institutions in a certain range around, we can make clear our unique selling points. Some people take the low-priced route, and we take the high-priced excellent course strategy; Some people are proficient in piano, chess, calligraphy and painting, so we specialize in one subject and keep improving.
In the process of marketing and consulting sales, I constantly export and emphasize my unique selling points to my parents, and form a unique impression through constant repetition. It's similar to "learn dance and go to xx organization. Although the course is a little more expensive than other homes, the effect is quite good and children like it. "
If the campus wants to find its own selling point, it should be based on the needs of parents, the positioning of product courses and the actual situation of school teachers' ability. The unique selling point must be what parents need, which competing products don't have. We can do it ourselves.
By shaping the unique selling point of the organization, it can be differentiated from competing products and avoid homogenization competition.
02 the creativity of enrollment publicity
Students are the lifeline of teaching and training institutions. Every spring, summer and autumn is a "battle" for many institutions. However, parents are tired of the repeated promotion activities of various institutions every year and are immune to routines.
How to create a unique enrollment publicity system for institutions and quickly attract parents' attention at the right time is a difficult point for institutions to solve the problem of student enrollment.
Take the coming winter vacation as an example. In fact, we should plan ahead, not wait until all the children have a holiday, then it will be too late. It is necessary to drive the flow through the continuous creative enrollment strategy and long-term activities from 65438+February to 65438+1October, and create a characteristic cold care system, so as to complete the process of drainage-operation-transformation of institutional enrollment.
03 data-based organization and management
As far as we know, at present, the managers of teaching and training institutions are mostly teachers or salespeople, and few people really understand operation management.
How to use data to assess teachers and how to use data to operate schools? Why is the daily expenses so large? How much did my school earn? How to increase profits?
Education and training are also enterprises. Running a business depends on data, and data will not deceive people. From the data, we can see the effect of its application.
As the manager and decision-maker of the institution, the principal must learn to analyze the operating conditions of the institution with objective data.
Such as benefit indicators (revenue, gross margin, net interest rate, revenue growth rate, net profit growth rate, etc.). ), cost indicators (customer acquisition cost, sales cost rate, R&D cost rate, etc. ), talent indicators (probation rate, annual turnover rate of employees, turnover rate of management cadres, etc. ), as well as operational indicators and efficiency indicators. , through the index analysis of the operation of the campus, adjust the existing problems.
After experiencing the epidemic in early 2020, the teaching and training industry completed self-purification within half a year.
According to analysis, in the next five years, the industry will be more centralized and standardized nationwide.
202 1 became a crucial year, and the principal of the institution quickly expanded the time node of the campus.
Through differentiated market positioning, creative enrollment promotion and digital organization operation, the healthy and normal operation of the organization has developed steadily.