Is the O2O path of vocational education developing well?

Online education has become a national topic since it broke out last year, but the popularity of the whole industry may not be a good thing. Recently, there is a "capital bubble theory". However, in view of the slow industry nature of education, it is difficult to ripen by capital alone. When we calm down, we will find that we are talking about internet education and online education, and there are too few institutions that really do online to offline education. The course bar written by the author is an example. By interviewing Xiao, CEO of Haoxue Education, Pintu realized the feasibility of online education to offline education, and learned how they did it.

As a continuous follower and researcher of online education, I am often asked a question: What are the good online education (I recommend it directly), and my answer is usually to look at your personal needs or different fields; Because education is not a single demand industry like catering (eating) and taxi (traveling), and education is vertical, but it is cross-industry, interdisciplinary and cross-crowd, so the education demand is actually rich, diverse, multi-level and multi-dimensional, so it is difficult to generalize; Therefore, no educational institution can cover the whole education industry, and the largest New Oriental can barely cover the subject examination education.

What studious education (hereinafter referred to as studious education) is doing is vocational education, which is also commonly known as "textual research". These two categories are completely different, and these are said to set a tone for the full text, so that readers can understand that what we are discussing is the practical category based on vocational education O2O.

The Relationship between Learning and Painting

According to the taste. Joined before 2006, and the work number is 03 1. In 2009, I saw that Distance has been listed in the United States, hoping to try vocational education, and the main position is the civil service examination, so learning to learn has become an entrepreneurial project within education. For several years, learning to learn has always relied on the incubation of painting. It didn't become an independent brand until June 20 12, and it was officially registered as Beijing Haoxue Houde Education Technology Co., Ltd., which was jointly invested by Tuhua Education Group and Chen Da Venture Capital. Soon after, it introduced tens of millions of RMB from external capital and Jun Consulting, with a valuation of 200 million, but the specific share was not disclosed.

The above is an explanation of the studious background, which no longer depends on the studious development of graffiti, indicating that the influence of graffiti on studious is relatively weakened. After all, it is an independent company with completely different businesses and no competitive relationship.

According to the data provided by Xiao, Haoxue has a team of more than 100 people, including 30 technical developers, and teachers are divided into part-time and full-time. In the future, the proportion of full-time teachers will gradually increase (currently 20%); There are more than 30,000 paying users, and last year's revenue was nearly 6.5438+million, but it was still a loss; Eager to learn, focusing on the four core areas of engineering, medicine, accounting and teachers. The unit price of the course is between 500~ 1000 yuan, the study period of students is 6~8 months, and the passing rate of investigation is about 60%. Students are distributed all over the country, the main users are white-collar workers who have graduated from work, and there are fewer college students.

The vertical education platform is a pit

As mentioned at the beginning, why are there too few institutions that really educate online and offline? Because educational institutions are content producers, it is very difficult to undertake the construction and operation of online platforms at the same time. First, large capital investment, second, the need for professional teams, and third, long payback period. For them, it is a very easy way to choose to cooperate with Baidu Education, but this way of diverting water from online to offline is relatively simple and rude, and educational institutions have a weak grasp of user information and behavior, which is not called real O2O. Baidu education plays the role of middle page, and Baidu takes the route of intermediary platform.

Bai Xiaosong admits that he originally wanted to be a platform. The platform is the lightest internet game, but the problem of the platform is that there is enough traffic to attract educational institutions. Can the vertical platform compete with Baidu? After paying a lot of tuition, I skipped this pit. 20 13 I gradually turned to the content and explored online to offline. Xiaobaisong has not forgotten to ridicule that he is changing from a layman to an insider. Although he was born in the education industry in the past, he knows neither vocational education nor the Internet. After four years of observation, study and practice, he has a clearer understanding of the development model of education O2O.

The bottom of the line is indispensable because the interaction between teachers and students can produce incentive effect (or more chemical reactions), and the advantage of the line is that users can experience the convenience and efficiency of the Internet in the learning process. In short, O2O education needs to let students experience the convenience and efficiency brought by technology, as well as the environment and atmosphere of offline learning. In addition, in terms of management implementation, Bai Xiaosong thinks that the most important thing is to ask professional people to do professional things. The internal structure of studious education is similar to that of divination, and its task is to cultivate excellent managers in various business units. With the development of these business units, studious people can grow rapidly.

Learn to promote O2O by alliance mode.

Xiao Bai Song told Pintu. His understanding of general education is divided into three parts: knowledge, examination and skills. Vocational education is obviously aimed at the skill market. The positive part includes explanation and training, and the middle part is textual research (in a broad sense, it is a kind of examination). The backward part can connect work and employment. This industrial chain is relatively complete and clear. From the point of view of practical operation, vocational education is more suitable and necessary to realize O2O.

At present, Haoxue has opened nearly 100 learning centers in more than 40 cities across the country, all of which adopt the alliance model. Unlike joining, online and offline income is shared by both parties. In addition, in the second half of this year, the studious and offline learning center changed from the 50-50 split mode to the online tuition fee of 64-60 split and the offline tuition fee of 28-20 split. The author found that the main strategies for learning to do O2O are as follows:

1 Online courses are the main courses, supplemented by offline courses. Online courses can be played repeatedly, and are not limited by time and space, but the role of offline teacher counseling and interaction is irreplaceable by the Internet. Generally speaking, the cost of doing this will be lower than that of pure offline.

By simulating the real examination room environment to achieve the actual combat effect, a very core indicator of education is the assessment of teaching effect, which is the source power to urge users to pay, which of course refers to the passing rate of research. In order to ensure the effect, each learning center will organize model exams from time to time, from once a week to once a month.

3 Create standardized courses and product systems online and provide service support offline. Compared with traditional educational institutions, the pressure of studious enrollment will be much less. The most important thing for them is to create high-quality online courses and strengthen brand communication, and the learning center is to better serve users.

Finally, the class process of studious users is: self-taught open class (centralized learning)-offline class-simulation exam, in which data and systems are connected with O2O experience, and Xiao Baisong also revealed it to Pintu. Eager users are developing visual courses and user management systems. As for the market prospect of vocational education, I think we can refer to the standards of talent gap in all walks of life in the future, so I won't go into details here. We see that Haoxue is practicing vocational education in online to offline, and at the same time partially verifying the feasibility of education in O2O, expecting to see a better and newer model.