After returning to the flood era, the three elements of the education industry have risen again

For the whole education training industry, since the tracks such as K12 discipline education are easy to profit. In order to survive and even future development, we must also take off the hard bones of vocational education. Based on the low starting point in the field of vocational education and training, it is true that we have to reintegrate our education and training entrepreneurs and practitioners after returning to the era of the education and training industry? Especially in the context of the repeated epidemic in 2022, our industry practitioners are even more difficult!

After the double reduction, the entire teaching and training industry was sad, and the industry that was formerly known as the eternal rising industry was suddenly in the twilight years. Many big brothers who have been engaged in the teaching and training industry for decades, and in private, they also think that the industry may have the opportunity to be absent and slumped, and it has really become the sunset industry.

Objectively speaking, from July 24, 2021 to today, the dual -reduced firepower of the Ministry of Education opened. Although it is less than a year, the K12 track has become the hardest hit area, especially for those super large and large -scale obedience to the discipline and discipline. For education and training companies, they have suffered heavy losses! In addition to the largest three or two in China, which was proud of the listing of U.S. stocks, except for the largest three or two (the market value has also shrunk by more than 90%), the remaining dozens of dozens of dozens of dozen Crisis.

The market value restoration, industry reconstruction, and track reconstruction of the teaching and training industry have become an inevitable requirement for the entire industry. In fact, we see that there are only two types of enterprises in the previous education and training industry before the double reduction: K12 discipline education enterprises and non -K12 discipline education enterprises, which include quality education, vocational education, college student education, elderly education, etc. Although although There are many types of latter, but the entire volume is far less than K12 discipline training. In other words, although the number of teaching and training enterprises is huge and complicated, compared with the K12 discipline education enterprises, many other categories of education and training enterprises can only be collectively referred to as non -K12 disciplines.

Due to the huge number of K12 discipline education enterprises, huge volumes, generous income, and uniqueness, non -K12 discipline education enterprises are often not valued by K12 discipline education enterprises and hot capital. Of course, the prosperity of K12 education enterprises comes from the large education volume of K12 disciplines, strong demand, relatively small operating difficulty, and relatively strong operating ability of employees.

In contrast, non -K12 disciplinary education, especially vocational education training tracks, faced three insufficient funds, insufficient funding investment, insufficient talent investment, and insufficient product research and development capabilities.

However, this shortcoming has become a new opportunity for the entire industry to reduce it, becoming the basis of the industry reconstruction, the new direction of the K12 disciplinary education enterprise transformation, and brings hope for the re -development of the industry.

However, Rome was not built a day. Compared with the K12 disciplinary education track that has been working hard and has been operating for 10-20 years, the rise of quality education training and vocational education training tracks obviously still have a long way to go. To leave, especially due to the "three insufficiency" problems as mentioned earlier, there are many chaos in quality education training and vocational education training track. Establishing standardized tracks on the basis of irregularities is far more important than newly built on white paper. More difficult.

In particular, the morale of the entire education industry is currently sluggish, and the overall national policy is tightening. The entire macro situation is unclear. In such a day, it is difficult to rebuild a hit industry. However, it is precisely because of this reason that it is the best time for the industry to start again. Today we focus on the three changes to vocational education in the teaching and training industry, and the new opportunities that may bring.

I. Vocational education and training enterprises must shift from marketing to paying attention to curriculum and after -sales service is the starting point for the healthy development of the entire industry.

First of all, it is to re -examine the starting point of the business logic of vocational education and training enterprises. For the teaching and training industry, this starting point is not how to sell, but how to improve the quality of the curriculum and the after -sales service. In this regard, Yu Minhong, the founder of New Oriental, once said: Any employees who have worked in New Oriental for more than three years will realize that the quality of the curriculum is the life of education and training institutions.

At present, it can be said that the reputation of vocational education and training companies is generally not high. Improve the education quality and service level of educational products, comprehensively transform from heavy marketing, light product model to education products and services as the core, and the reputation of reconstruction of vocational education and training enterprises is a top priority. From the complaints of a large number of well -known vocational education enterprises currently displayed online, the main problem of vocational education companies is that the course quality is not high and the level of education services is poor.

The Beijing News recently issued a set of reports on vocational education. We might as well intercept some data to take a look.

Judging from the above two rankings released by the Beijing News, we found that the industry's more well -known vocational education and training companies are already listed. However, it is precisely that the famous companies on the list also live in the complaint list, which shows that the teaching quality, teaching effect and service level of the entire vocational education and training field need to be improved. The low market value of vocational education enterprises can best reflect the real state of vocational education training enterprise services and curriculum quality.

The vocational education training carrying the entire education and training industry's transformation industry is not only facing the burden of the overall transformation of the industry, but also the problem of its own growth and the improvement of operating status. This improvement is to transform from the previous attention to sales and spread, to the quality of the curriculum itself, the service itself, and to completely make a break with the thinking of "cut leeks". Taking the report released by the Beijing News as an example, we see that the so -called seven issues listed are actually the problem of industry service and curriculum quality. Essence

It is worth noting that in order to better reflect the public opinion dissemination of consumer complaints, the "Report" released by the Beijing News launched a single evaluation of consumer complaints. From the perspective of the complaint, Gao Tu, Global Online School, Zhonggong Education, Shangde Institutions, Tanzhou Education and other well -known old -fashioned vocational education and training institutions have a large quantity of complaints, and the consumer complaint index is generally high. Disputes, false commitment to overlord clauses and other issues. Consumption complaints caused by emerging vocational training institutions are also worthy of attention. Taking the start of IT training as an example, complaints caused by "1 yuan lesson" and "0 yuan lesson" promoted on multiple social media platforms. Obviously, as the leader of vocational education and training, the "start class" is not a success under the exploration of the new model.

These service issues are unimaginable in the original K12 discipline field. It reflects the huge gap between vocational education and K12 discipline education service level and integrity level, which shows that the basic curriculum and service standards of the entire industry need to be improved urgently. This kind of trial and error is a microcosm of the collective "original crime" of the industry at a certain stage, but it must also be transformed from low to high.

2. Vocational education and training enterprises must decisively cut with the past and to do the operation methods that are used in order to make the operation. We must strengthen the existing main business of the enterprise, and there will be a certain amount of layoffs in a short time.

In 2022, it is a very difficult year for all enterprises, not just education and training companies. Due to the continuous control of the epidemic, many companies fell down. In such an era, layoffs have become a trend and become inevitable.

Since the introduction of the "double reduction" policy in July last year, the giants of many teaching and training institutions have begun layoffs, and small and medium -sized institutions have closed directly. Facing the crackdown, not only the operators of off -campus training institutions, but also teachers who are employed in these institutions. According to incomplete statistics, New Oriental, Ape Counseling, Homework, Scholarship, Learning, and Gao Tu have accumulated hundreds of thousands of teaching and training enterprises.

As a result, as a vocational education and training enterprise that is not mature, and is still exploring, it is inevitable to adjust the direction and local atrophy of business due to the closure of business due to the epidemic. For example, the recent start of the class will be announced to the outside world: according to the comprehensive research and judgment of the domestic and foreign environment and its own strategic stage, organize adjustment and personnel optimization since May in early May. The overall layoffs are controlled at about 30%. Keep high-efficiency businesses, optimize 15%-20%, and re-integrate the middle and backstage according to the business line adjustment, optimize 30%-40%, and the overall optimization ends at the end of May.

In the counter -wind stage, layoffs are sometimes an inevitable choice and a key step in Nirvana's rebirth, so we can see that after the double reduction, the New Oriental and the good future have made significant layoffs. One ring.

In addition, under the epidemic and the overall situation is uncertain, it is necessary to do a good job in the management of the time efficiency of the staff of the home office. This is also necessary for this. Over the past two years, due to the impact of the epidemic, online collaborative office, home remote office and other methods are gradually becoming a long -term trend. However, the efficiency and management difficulties of home office work have become increasingly prominent.

According to the interface report, Shangde agencies said that in order to ensure the efficiency of employees, emergency management methods were adopted, and employees installed software for office by their own consent of employees. During working hours, the software checks the working status of employees. At present, this measure is in the trial operation stage. For personal time such as employees and rest, no spot checks will be performed. At present, the company is collecting employee suggestions through internal employee forums and other channels, hoping to seek better balance points in the company's efficiency and employee experience. A person close to the Shangde institution said that it was really uncomfortable once a 5 -minute capture, but it can also understand the company's behavior. The company is still conducting capture and monitoring.

From the above situation, in the context of the epidemic, in the case of problems in the overall industry, it is particularly important to adjust the relationship between enterprises and employees.

Third, the country has given more support for the development of vocational education and training enterprises. However, the industry should avoid the monopoly in the past, as well as the low -level operations that attack each other in order to compete for the source of the birth, and create a loose, peaceful, and win -win industry public opinion environment.

According to Bannan News: Regarding a series of verbal sections on the Internet, the official response said that the current starting bar has been maliciously attacked by competitors and pirated institutions. The refund led to the surge in the platform's refund rate. At present, it is indeed facing the problem of delayed refund. Sorting and refunding in turn, the refund process is expected to complete the 30 working days after the student submitted. " The staff said that the staff said "purely nonsense." Obviously, such a kind of harm in the public opinion environment will be more than just an enterprise, but a harm to the entire vocational education training industry. I ca n’t recognize this big logic, thinking that the idea of ​​defeating the industry ’s competition, the idea of ​​victory in the victory not only hurts people, or it may not really benefit themselves. It is particularly important to improve the quality of the entire vocational education trainer and the pattern of vocational education and training enterprises.

- END -