From the line to the line, New Oriental, learn and think of the “one dollar lesson” scripture
In this era of “Internet +”, the traditional offline education institutions can no longer meet the market demand, but with the help of the Internet can achieve fast and wide publicity effect, so the network has gradually become one of the major training institutions’ universal publicity means.
As New Oriental online vice president Pan Xin said: “Hope to take advantage of the Internet’s natural borderless advantages, the best quality K12 training courses to cover a wider range of students to go, but also hope to use this one lesson to accelerate the K12 student group to online learning migration.” So New Oriental online also took advantage of the “one yuan class” in the offline hot momentum of the Internet, become the first “one yuan class” course great hui activities moved to the online education institutions.
New Oriental online once in the form of time-limited seconds to kill, will take the small early high whole purpose of great hui activity “one yuan class” rob on the eve of the summer vacation on the online platform, after the success of the course, the user can study online, also can go to the nearest New Oriental institutions to study.
For education, a product with the property of long-term service, the launch of “one-yuan lesson” in the form of seconds can not only attract the audience’s attention, form a wide spread effect, but also quickly occupy part of the market, and form a good word-of-mouth publicity effect of online courses by virtue of the brand advantage of New Oriental.
However, there are also problems. First of all, compared with offline on-site lectures, it is difficult for the audience to grasp the quality of the courses, and the course packages are too complicated for the audience to choose. Secondly, it needs to be considered whether online teachers can ensure that children’s course experience can achieve or even better offline education.
There are also xueersi network school has also released a big recruit, launched the summer vacation 1 yuan 10 classes. It hopes to let more students experience the new online learning mode through the “one-yuan course”, to make learning more efficient banner, with the “live + tutoring” course model to launch two types of online classes at the beginning of primary school and the new first grade. This kind of “live teacher” and “tutor” dual-teacher classroom model also marks the advent of online education 3.0 era.
It is understood that “live streaming + tutoring” means that the teacher teaches 1 to N classes at a fixed time, and the tutor tutors tutor 1 to 50 students out of class. Compared with the traditional pattern of online classes is recorded in the form of more will study courses on the Internet for students to choose, in self-control is strong and clear purpose of college students, professionals is useful, but for difficulty concentrating, poor self-control of k-12 students, classroom interaction could be more boring, is not easy to insist on.
Moreover, the recording and playing is like a pure state of listening to lectures, and without the control and constraint of field classes, the computer is in front of us, and it is easy to be taken away by various forms of entertainment, which makes it impossible to control the learning process of students and makes it difficult to track the learning effect. The “live broadcast + tutoring” mode of Xueersi allows interaction between teachers and students to improve students’ attention and the degree of fun in class. With the assistance of tutors, students can also solve their problems and correct and correct homework in time.
However, there are many problems in this new two-teacher classroom model. First of all, this model can not fully mobilize the enthusiasm of students as offline class, and the interaction is still not up to the effect of offline class. Secondly, there is a lack of interaction among students, such as interactive exercises and group discussions. Moreover, online classes are still easy to go astray and form instill teaching, which cannot improve students’ independent thinking ability. Finally, teachers cannot grasp the state of students in front of the screen, which means higher requirements on teachers. They have to do more lesson preparation than offline classes. They have to anticipate the state and possibilities of students in front of the screen, so as to keep students’ attention and arouse their enthusiasm as much as possible.
Play a pure online advantage, 51Talk, Hujiang network school will “one lesson” as a market pioneer
In addition to new Oriental Online and xueersi online school innovative “one yuan lesson” strong assault, many pure online education institutions have also joined the war.
For example, 51Talk worry-free English, its courses include: English at work, Adult English, primary School English, youth English, etc., foreign teachers one to one is its main characteristic course. In order to further expand their market share, 51Talk also launched a corresponding preferential activities, with a great price of 15 yuan a lesson to introduce foreign teachers one-on-one courses. One-to-one has always been the course with the highest price and lowest profit. It is also the classroom mode that online education focuses on, which shows its determination to fight hard.
It is understood that the current market K12 online English education platform pricing from 10 yuan per class to 150 per class, according to the class type and the teacher. 51Talk is mainly based on Foreign teachers in the Philippines, with low teacher cost. It launches foreign teachers’ 1 to 1 activities at the price of 15 yuan per class hour, and the loss of class remuneration subsidy is not large. Introduction of foreign teachers in the form of low price 1 to 1 can not only drainage, but also through follow-up measures to convert one-to-one students into small class system, in order to reduce costs and increase profits. From this point of view, in the low-end user group, 51Talk’s low price will be more competitive.
But this kind of low class will also bring negative pressure to the organization, one, children’s English online customer cost is higher than New Oriental, it is reported that its customer cost is generally between 800-1000 yuan, and New Oriental and other around 200 yuan, this suspension aggravates the online organization’s burning speed and measurement. That is to say, the low-cost courses are not profitable in the short term. In addition, the subsidies for teachers and online publicity will further push up the cost, and the initial investment is quite large. Although the borderless publicity advantage of the Internet and the low-price activities of foreign teachers will attract a large number of users for the organization, it also needs to achieve profits through medium and long-term transformation, which tests whether the organization has the strong capital to fight for a long time.
In addition, the one-to-one teaching mode, whether too many users can accurately arrange classes, so that students can have teachers at the appropriate time, in other words, it is necessary to ensure both sufficient teachers and the quality of teachers in class.
Let’s look at the great activity of “One Yuan Cool Learning Class” launched by Hujiang Online School. This activity covers a full range of courses, including college entrance, overseas study, language and career interests. It is reported that only one yuan, users can choose their favorite courses to learn, in order to promote its all-round, professional platform features.
By virtue of the advantages of the Internet, HJ.com integrates all teaching resources into different categories, draws attention through the low-price activity of “one-yuan lesson” and promotes other products of its platform, so as to make the audience like it with its comprehensiveness. In addition, With the help of the extremely popular live broadcasting platform in recent years, HJ.com also launched the CCtalk professional live broadcasting platform, which opened the era of network teachers for everyone, and provided online live broadcasting platform for people with educational ideals, without boundaries of teaching.
However, the multifarious massive courses and the sea of good and bad teachers aggravate the feeling that the audience have no way to start when choosing, wasting too much time in choosing or even giving up the idea of learning here. In short, whether online or offline training institutions, their core competitiveness is still teachers and teaching research. If an institution wants to become bigger and bigger for a long time, it should not only position its own characteristics well, but more importantly, ensure the teaching quality through professional teaching and research, so as to win a good reputation from the audience.
“One yuan lesson” limited short-term effects, how to fight this long war?
Both the online and offline linkage mode of New Oriental online, Xueersi online school, and the low-cost diversion of the pure online organization 51Talk launched the “one-yuan lesson” mode, have their drawbacks and limitations.
First of all, one-yuan course is a long-term and slow income-generating model that has no short-term benefits and needs to fight for a long time, which tests the confidence, patience and capital of training institutions. Second, due to the high cost of online education, “One-yuan course” bears great financial pressure, which means that it is only used in winter and summer holidays when K12 market demand is huge, and can only be launched in the form of partial course discounts. Moreover, the user experience of online courses is very important. Under the pressure of slow profit and effect, the quality of courses must be guaranteed, and after-class tracking service cannot be ignored. Finally, education is rational consumption, and high-quality teaching content should become valuable IP, as opposed to ordinary goods that can be sold at cut-price prices.
In the Internet era, since the “one-yuan lesson” model can attract a large number of audiences, its development will also move to a new level. First, with the support of student learning data, can use big data technology back to student’s courses, classroom content absorption degree, after-school application degree analysis, combined with the regional teaching material and the entrance examination for secondary school or college exam category analysis comparing with ease, worked out the most suitable for students’ personalized electronic textbooks, derivatives, vivid and interesting classroom mode and curriculum content and so on, Even in the hundreds of high capacity classrooms to achieve the most appropriate teacher and student matching, truly according to their aptitude.
Second, AI can also be combined with artificial intelligence to analyze and reserve teaching resources in a highly centralized manner, so as to improve the error tolerance rate of classroom teaching. In this way, the cost of teaching staff can be reduced to the greatest extent, and the educational problems such as imbalanced teaching resources and regional differences can be solved.
In general, although “one-yuan lesson” has its drawbacks and limitations, its advantages should not be underestimated. Through continuous improvement of audience experience through research, “one-yuan lesson” model will become a sharp tool for online education platforms to seize market share.
Liu Kuang, meditation on the Internet, wechat official account: Liukuang110