The success and defeat of the driving school is in the hands of most young people

For young people who take driver's licenses, in coaches with black tongue, they are more afraid than test subject three.

"My coach of my department is very fierce, so I don't want to learn after I finished my second one."

"The day before Kaoke San, the coach managed me for two hundred dollars, and did not say who gave it to anyone, and dare not give it."

"I was scolded every day, I didn't want to learn the car anymore."

Native

In fact, in the process of studying cars, whether driving technology can be familiar with the heart is second. Most people have already retreated under the crackdown of the coach's poisonous tongue.

According to data, the number of newly received certificates in 2020 reached 22.31 million, a decrease of 7.12 million from 2019, a decrease of 24.19%, a new low in the past five years.

According to public information, there are 800,000 trainers registered in the country, more than 920,000 coaches, and nearly 60 million in annual training capacity. In fact, since 2016, the annual annual training rate of driving school in China has been yearning for year by year by year. reduce.

The current driving school is not good. On July 8, 2022, according to several media reports, many students reported that the well -known Internet driving school YY learned the car "running".

Looking back at the past, in September 2021, the pigs who have been advertising all over the sky have also declared bankruptcy; looking forward, in October 2019, OK learned the car closure; followed by the same year, OK learning was revealed, and the person in charge of the platform was lost. Link, but the app is still charging.

If you analyze it carefully, you will find that the mines from various universities can actually follow.

First, good cards are badly played

In 2014, my country's newly registered vehicles reached 21.88 million vehicles, with a net increase of 17.07 million units, all of which were the highest level in history.

The ratio of motor vehicles has increased rapidly. In the past five years, the ratio of motor vehicles has increased from 43.88%to 58.62%. The mass mobility of the masses has undergone a change from motorcycle to cars, and the traffic structure has undergone fundamental changes.

As a result, in the era of high -speed development of automobiles, the size of the driving training market began to grow at a very fast speed.

In 2014, the number of motor vehicle drivers across the country exceeded 300 million, and the number of car drivers was 247 million, accounting for 81.62%, and 27.84 million new car drivers were added throughout the year.

Data from Tianyan Check shows that there are currently more than 68,000 companies in my country or the business scope of business contain "driving schools, driving training, driver training".

From the perspective of geographical distribution, Guangdong Province is the province with the largest number of relevant enterprises in the country, accounting for 24 % as a whole.

At the same time, it can be seen by the naked eye that in this vent, pigs are strong, learned, YY learn cars, learn cars, prototypes, OK learning cars, school cars, 1217 driving colleges and other Internet driving school platforms have also sprung up.

At that time, YY learned the car in the form of Internet marketing to support the half of the driving training.

To this end, major internal platforms have continuously carried out marketing from various ways such as celebrity endorsements, Internet advertising, and offline "enrollment". To this end, the driving market has completely rolled up in 2015.

In 2017, in order to win the source of the source, price wars began to appear between the platforms. From the past, the car was five or six thousand. Now it can get a driver's license at 1800 during the event.

According to the China Transportation Association Driving Training Branch survey, 43%of the charging prices of driving schools in recent years have been near the cost line, and more than 50%of driving schools have lowered tuition prices. This also directly led to 67.1%of driving schools after 2020 that operating costs continued to rise.

The tuition fees near the cost line will undoubtedly cause two consequences. If the quality of service is worrying, or follow -up chaos.

In 2018, a reporter from the Hunan Metropolis Daily found that after many driving schools attracted the students at a low price registration fee, the coach often charged 100-500 yuan for the venue fee, respect for the venue fee, respect, and overtime fees. Publicity slogans have become unrealistic. More than 70%of the respondents said that from the subject to obtaining a certificate, it often costs more than 6,000 yuan.

However, if you look at the regional data, the chaos of driving school is more intuitive.

According to data from the Jiangxi Daily Big Data Research Center, from 2017 to 2018, Jiangxi Province has reported nearly 30 related reports on "driving school chaos"; from January-August 2019, the transportation department investigated and punished Dongguan motor vehicles The driver's training institution was illegal and illegal.

In the context of frequent raws, vicious competition, and in recent years, the supply of the entire driving industry has begun to surplus.

According to data from Nanjing Driving School Network, 40.93%of the capacity utilization rate of driving schools was less than 50%, and only 3.16%of driving schools had production capacity gaps.

What's more noteworthy is that according to Yuehu IAPP data, the 30 -day active retention of online driving apps in the past year is generally at a low level of less than 10%. The peak value was 20.58 million in March, a decrease of nearly 40%from the same period four years ago.

2. The end of the driving school is liabilities

In recent years, the most critical issues in the operation mode of driver training and the decline in the daily life of the platform are in the operation mode.

At the earliest, driving schools were divided into direct -operated models, contracting models and pure hanging models.

Among them, the contracting model is that the coaches of the driving school adopt an individual operation. The coach car is contracted by the coach personal, and teaches and enrolls themselves.

The pure hanging mode refers to the "dwelling person" (natural person, the individual of coaches) attached to the "dwelling person" (qualified driving school), and engage in business activities in the name of "being affiliated". , And pay a certain management fee from the operating party of the dependent driving school. For driving schools, in the case of low utilization rate, contracted and purely affordable can bring additional income, but there is also a disadvantage. Behavior will also directly affect the reputation of driving schools. If a large number of students complained, this will also force the company to be overwhelmed.

Taking YY Learning Car as an example, there are three cooperation models of YY, YA, and YB between YY learning car and driving school and coach.

In addition to the first direct employment, there are two remaining types. The YA model refers to other driving schools cooperate with YY to learn car. The platform is responsible for publicizing and drainage, providing students, and driving schools to provide venues and coaches. The YB mode refers to the coach's personal cooperation with YY to learn the car. The coach person is responsible for the venue fee and oil cost. The platform is responsible for providing students.

From a different perspective, how big is the stamina of this operation model?

On the black cat complaint platform, there were 2364 complaints about YY learning and 343 complaints of pigs.

Taking "YY Learning Car" as an example, the previous enrollment commitments include: self -employed carriage, gold coaches, pick -up bus ... every service is high in operating costs.

Some media reported that more than half of the total expenditure of YY car learning was used on advertising. Just asking celebrities to endorse, it cost more than 50 million yuan.

The same problem also appeared in "pigs and strong". This Internet celebrity driving school enrolls online and drafts students to the offline "self -employed" driving school.

However, it was not until the investigation and exposure of suspected false propaganda, and people found that Nuo Da's online celebrity driving school did not even have "road transportation operation permits".

Today's YY learning cars and pigs are more likely to remind people of the original ofo.

Judging from the charging standard of YY learning car, most of the students' tuition fees are about 3,000 to 6000. According to incomplete statistics, the platform needs to refund at least millions of tuition fees.

Even the previous monthly sales of 35 million yuan were strong, and it was finally declared bankruptcy because of the debt of not debt and not debt.

Of course, a large amount of investment in marketing is also one of the reasons for corporate assets.

According to public information, in the four years after the establishment of 2014, Pig and Qiang have invested more than 400 million yuan in marketing costs; 50 and 60 % of YY's total expenditure of car learning are also used in marketing.

It is undeniable that Driver Pei, as an industry with a fixed demand, is unavoidable when rolling in the industry, but the marketing method is unreasonable.

For the heavy -duty driving industry, it is a top priority to have a stable cash flow.

Third, "Internet +" is the way out?

In fact, in the face of the magnificent development space of the driving school industry and the current problems in the traditional driving school industry, exploring the driving test under the "Internet+" has become a new direction of the driving training industry.

In this form, it can be simply understood that students are generally obtained by driving school information and registration channels through third -party software platforms. They can choose coach teaching independently, register online, and obtain driving test training services offline.

The "Internet+" form will be more standardized and information -based under the form of "Internet+".

On the other hand, from the perspective of the trainee, students can choose the right to choose the crisis of the coach, so that the coaches can improve their service attitude, quality and efficiency, and bad atmosphere such as "eating cards" will also be gradually eliminated.

In addition, some people in the industry believe that driving schools will now face a large number of sources of student sources, causing profit to shrink, leading to the formation of funds, and some brand -wide word -of -mouth, and the driving school where some brands are poor and survived by driving licenses are facing the dilemma.

Part of the reason also comes from the form of self -study and self -examination, allowing driving test students to control a local initiative, so that they will no longer see the "face" of the driving school.

In fact, it can also be said that if you have a good atmosphere and absolute standardization, it may not form a situation where frequent thunderstorms may not be formed.

However, from another perspective, the appearance of "Internet +" seems to be not so friendly for enterprises.

Obviously, once the "Internet +" is applicable to the current driving market, if the driving school cannot meet the establishment of differentiated brands in a timely manner, then they will be forced to leave in this turmoil brought by the change, which will cause the industry to re -"re -" " Sooving.

In addition, the survival driving training also faces competition pressure under the new form of "Internet +".

According to the statistics of Fhstan Sansae, in 2019, the size of my country's driving training service market is about 228 billion yuan, and the market size is expected to exceed 280 billion yuan in 2022.

What's more noteworthy is that nearly 30 million students in China need to receive driving training each year. The driving training industry is the largest vocational skills training market in China, which is far greater than IT, accounting and public examination training.

In this form, even if there is enough market size, driving companies still need to face many difficult problems such as transformation, competition, and personnel management.

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