If the transition from tradition to the Internet is half enlightenment and half evil, then Suntech is a "new species" alienated from the education industry. It has the most advanced technology and the largest market share in the field of adult online education, but it is bent on returning to the essence of education and burying its head in finding the "way to university". Today, it is committed to changing the huge user base with unexpected operations, and in the end, it will also subvert the entire industry.
Operation 1.0 to 3.0, evolution theory of scene relation.
Xia Jun, VP of the operation center, introduced that during the ten years from 200 1 to 20 13, the operation scene of Suntech was still the face-to-face teaching period of 1.0. At that time, the most important thing in operation was the semi-annual stadium lecture.
In Beijing, in order to listen to a two-hour lecture series one week before the exam, nearly 3,000 students spent more than two hours on the road and arrived at Guang Cai Gymnasium in Fengtai District by bus. At this time, the employees of Suntech were dispatched collectively and divided into 15 groups, responsible for the on-site check-in of 3000 students. A4 paper used for sign-in must be properly kept for future reference. This operation mode, which consumes huge manpower and material resources, has gradually become a stumbling block to Suntech's progress, and the iteration of operation scenarios is imminent.
Offline gossip, a grand activity that runs through the era of 1.0, ended successfully on June 6, 20 14. On this day, Suntech cut off all offline courses and gave lectures face to face, leaving the historical stage of Suntech. With the outflow of blood from traditional industries in the future, Suntech's operation scene has entered a brand-new 2.0 era.
2.0 scene to solve the problem of teaching space, so that students can enjoy any course without leaving home. However, due to the lack of centralized operation, scenes and people are doubly separated. Students should log on to PC in class, use QQ to find teachers, and have nowhere to find classmates. Poor communication between teachers and students, not only the problem can not be solved, but also the service quality of teachers can not be monitored.
With the official launch of the APP independently developed by Suntech, this dilemma has been completely solved. On June 28th, 20 16, a brand-new APP with the functions of live course, question bank and community came out, which made the operation have a unified scene. Since then, the student relationship has ushered in a new turning point, and the era of 3.0 subversion belonging to community operation has officially arrived.
Since the launch of the APP, the communication mode has also undergone many evolutions: Suntech has its own IM channel to realize completely autonomous and controllable peer-to-peer communication; The community based on APP has been successfully built, and the operation has a field to precipitate user content. This year, a brand-new class group scene officially set sail, which also opened a new chapter in the operation of Suntech's institutional community.
After the emergence of class groups, Suntech has two active service scenarios-community and community. The interaction between communities is timely and the precipitation of communities is high. User operation is based on the combination of community initiation and community precipitation, which is the current operation idea of Xia Jun.
"Using the community to actively operate service design is the core element of our service differentiation experience, the natural advantage of online education, and the key node that exceeds users' expectations. This is not only the difference between us and traditional education services, but also the difference between our services this year and last year. "
In Xia Jun's view, it is the basic value for students to join Suntech and get good academic performance and certificates, but what is more valuable is to gain a sense of existence, build self-confidence and discover possibilities, which can have a far-reaching impact on students' lives, and this is the significance of class collective existence.
Moon landing thinking, evolution theory of new species in education industry
On June 26th this year, Suntech held the first product day conference called "Good Things Are Happening". At the meeting, Xia Jun put forward "thinking about landing on the moon".
Google once used "thinking about landing on the moon" to describe those seemingly ambitious but actually exciting goals. For example, the hot air balloon project that provides cheap internet access to the whole world, or the Gutenberg project that digitizes all books around the world. Xia Jun believes that Suntech is doing just that-not only pursuing revenue growth and market share, but constantly trying to create brand-new user value with brand-new ways of thinking at all costs.
In Xia Jun's view, Suntech, which has a "thinking of landing on the moon" and is so obsessed with user operation, is a "new species" in the field of education. At present, no educational institution can attach importance to operation like Suntech.
As the overlord in the field of adult online education, Suntech has not set its development goal as the first in market share and passing rate, but has positioned itself as a cutting-edge Internet university and put forward the concepts of "four beauties and three strong" and "liberal arts and general knowledge", precisely because Suntech really wants to change more people's lives through learning. In the future, the evolution of Suntech's operation will be faster and faster, and there will be more and more operation means based on user design. Because Xia Jun knows that word-of-mouth and products are the real cornerstones after the Internet has leveled the information gap.
"In the future, we will open up the upstream and downstream of user operations, which will involve operational work related to improving professional ability, including the R&D system we are building now and the big data system that can monitor students' behavior. These are all parts of strong operation, which are different from other educational companies that simply do teaching. "Xia Jun believes that these measures will provide users with returns far exceeding the value of investing in a course, and even change the whole industry.
"The mutation is going on, and I have witnessed the beginning, so I am more and more awed." This is how Ou Peng feels in the face of the unpredictable Internet. Nowadays, Suntech, as a "new species" in the education industry, is rapidly evolving in its own ecology. It tries to bring subversive changes to the industry with its own "variation".
University Road and Back-end Renaissance
Leading the back-end to rejuvenation is a brand-new mission entrusted to Xia Jun. In her view, the core of rejuvenation is to pay attention to humanities and people, which is precisely the way to return to university.
Looking back on the development process of more than ten years, Suntech once emphasized rationality and data, but only regarded people as a statistical meaning and presented them with numbers, which is far from enough for a "cutting-edge Internet university". University education must be humanistic and people-oriented, with temperature, innovation and vitality. Making all students who enter Suntech become better people is the core value of this "university", which is essentially different from high market share and high pass rate, and it is also the direction for Suntech institutions to strive for development in the future.
Focusing on human nature and people, the operation center has done a lot of work on user experience and product temperature. At present, the project focusing on firepower is to experience the positive. Pre-experience allows students to experience Suntech's services and products in advance before registration. This will not only highlight the value and strength of the product, but also ease the pressure of front-end sales and promotion.
In experiencing the operation of the front line, Xia Jun hopes to design more abundant contents: students can experience the opening ceremony in the app before signing up, enjoy the study plan made by the class teacher, feel the atmosphere of the class group, and even open the question bank and recording and broadcasting classes to unpaid users for free. In the future, Suntech will regard its unique operational services, high-quality live courses and exclusive question bank as its real core competitiveness.
When students are attracted by their previous experiences and are willing to study in Suntech, Xia Jun hopes to give them spiritual changes and the transmission of values and ideas. Through the operation of scene empowerment, teachers and class teachers pass on excellent learning concepts and methods to students, so that they can be fundamentally improved and changed. When users themselves benefit, word-of-mouth will naturally improve through word-of-mouth among students, which is the significance of the class group accumulating fan users and KOL.
"The expansion of Haidilao brand influence depends on the independent communication of users. We strive to provide services that exceed expectations, provide students with more surprise experiences, and turn the interactive process into a story that can be spread. There are fans, stories, and word of mouth. "
Xia Jun emphasized that the deeper significance of expanding the brand reputation of Suntech institutions is to help students change. When some students want to give up in the process of learning, they may gain the strength to support themselves by seeing the stories of other students and the efforts made by the head teacher of Suntech. Xia Jun hopes to attract and influence more people and change more urban strugglers who need help through word of mouth and exceeding expectations, which is the most hoped-for goal through operation.
Ou Peng once regarded "unexpected experience, products with temperature and users' crazy love for us" as Suntech's only salvation. Now, Xia Jun is leading the operation center to work hard on this road, and he is confident that he can ride the dust and lead by far.