At present, a steady stream of hot money is pouring into the education and training industry, and the online training market is even hotter. The data shows that in 2020, the online financing of basic education in China exceeded 50 billion yuan, exceeding the total industry financing in the previous year 10.
However, whether online or offline, driven by capital, many training institutions adopt commercial marketing mode, advertise, fight for low prices, and even use the tuition fees collected for investment and speculation. There are also some institutions that use financial means such as "white stripes" and "education loans" to promote sales and attract students. Some commercial platforms add fuel to the fire. For economic benefits, they give the green light to the advertisements of training institutions, and even encourage and guide them to compete, including exaggerated propaganda and false advertisements.
Off-campus training is education, not business, and business logic cannot be applied. This is a bottom line that must be clarified.
Extended data
Don't deviate from the initial education.
First of all, in the face of surging capital, training institutions need to remain calm. If more and more institutions start to seek investment, follow suit and burn money, and expand marketing, the training industry will go into a dilemma of serious internal friction. On the one hand, these means attributed to capital and commerce lead institutions to focus on teaching research and development unintentionally, which violates the law of education and deviates from the initial intention of education; On the one hand, it moves towards "staking a horse", breaking the normal format, accelerating the risk of the rapid closure of small and medium-sized institutions, allowing the industry to compete in disorder and damaging the rights and interests of parents and students.
At the same time, in the face of surging capital, parents of students also need to remain rational. Parents should make comprehensive decisions on marketing words and routines such as "Do you have a child's future in your shopping cart" and "If you don't make up lessons, we will train your child's competitors". It is more important to always be clear, cultivate interest, learn to think, master methods and improve personality than just taking exams.
In addition, there are still some problems in the governance of off-campus training, which need to be solved by multiple departments. Education is a conscience industry, not a profit-seeking industry. We should formulate special laws and regulations, strengthen the examination and supervision of education and training advertisements, and clarify the responsibilities of advertising operators, publishers, spokespersons, publishing platforms and other parties.
People's Daily-People's Daily raised four questions about off-campus training: Is this education or business?