The Product Logic of k 12 Education

These questions come from getting "Liang Ning-30 Lectures on Product Thinking" and my own thoughts.

When it comes to education, both k 12 and adults are criticized as "selling anxiety". To some extent, anxiety is indeed the driving force for people to move forward.

As Cai Kangyong said, "At the age of 65,438+05, I find it difficult to give up swimming. When you meet someone you like at the age of 65,438+08, you have to say "I won't". 18 years old, I find it difficult to give up English. I'm 28 years old, and I need English for a great job, so you have to say "I can't"

See, how afraid of the future, the products of the education industry have solved the fear of the future, which is very painful. I think this is the problem that the products with the lowest academic qualifications are solving.

When helping users find the certainty (pain point) of the future, the image product (virtual self) in the circle of educational products is an important link to hit the itch point of users. Find a successful goal, make users feel that they have come to this organization, and they will become as successful as this goal.

When you come to the education industry, you basically know the purpose of consumption and are very rational, so you should get points;

Of course, under the framework of classification, user portraits will have different segmentation needs according to grade (graduating class, non-graduating class, quasi-graduating class), time (before exams, winter and summer vacations, before and shortly after school starts) and foundation (training, make-up classes and bottleneck period).

As a service industry, effect externalization has always been the focus of front-end operations and an important part of impressing users. The general types of effect externalization are as follows:

Of course, there are some savage peer-to-peer channels (gray areas); And some short videos.

Scenes are too important for the education industry. I think the biggest difficulty of online education is the lack of scenes.

It is a very important scene for front-end users to consult, evaluate and communicate face to face. After children's evaluation, the blind spot of knowledge is exposed, and excellent salespeople can mobilize users' emotions to the maximum extent and produce purchases.

In the process of students' learning, learning scenes are also very important. Studying online at home, playing mobile phone for a while and playing with toys for a while, it is difficult to concentrate. Offline institutions are still far superior to online institutions in learning environment.

This problem is a problem of system capability. I think educational institutions have several core points: products, teachers, enrollment and CLTV.

Educational institutions will face a problem: how not to be kidnapped? How to ensure that the system output results are all qualified?

Teachers will also have a consideration: I have been teaching for so many years, and students trust me so much. Why don't they do it themselves?

At this point, different institutions use different system capabilities: a big backstage and a small front desk have a good future; New Oriental produces specialization with the continuous refinement of knowledge points; Excellent use of standard processes, systematic operation;

At the same time, different institutions also use different system abilities in different disciplines, such as Good Future (Mathematics) and New Oriental (English). Of course, we also see that all institutions are recruiting super famous teachers, who are not only responsible for teaching, but also the image spokespersons of teachers in the whole institution.

For the retention and promotion of super famous teachers, I think the online system ability is stronger than offline, and the strong online network effect is easier to give super famous teachers enough sense of accomplishment and growth.