The first anniversary of the implementation of the education "double reduction" policy

In the year since the implementation of the "double reduction" policy, transformation and survival have become a common task faced by all education and training institutions.

On July 20, Good Future released a notice "looking for future big anchors", announcing that the company would hold a short live video contest and plan to select a "super capable anchors team" within the company to create "excellent knowledge bloggers".

The success of Oriental Selection is undoubtedly a textbook case of the education and training industry's transformation and survival. On December 28, 2021, New Oriental Online launched the "Oriental Selection" live broadcast platform. Yu Minhong, founder of the company, launched his first live show to help farmers in the live broadcast room. In half a year, Oriental selection has completed a leap from 0 to 1. As of July 22, Douyin has more than 22.8 million fans.

"New Oriental transformation is worth referring to, but to learn from carefully." A brokerage analyst specializing in the education industry told reporters that for education giants, it takes courage to survive.

Take Good Future as an example. In 2021, the company set up 1,098 teaching centers in 110 cities, with a total attendance of about 6.691 million people. It can be seen that it has obvious advantages in educational resources, so the transformation should be adjusted on the basis of the original advantages.

It is reported that good future to a total of three aspects of exploration: one is in-depth exploration of quality education, including innovative thinking class, humanities creation class, programming class, scientific experiment class; Second, the ToB business will be fully integrated and upgraded to a brand new Art school, providing complete live broadcasting, teaching and research, AI system solutions for the education industry; Third, explore intelligent hardware and life sciences and other categories.

Also add hardware track and homework gang, NetEase Youdao and other education and training institutions. Specifically, Youdao Wisdom Cloud has released youdao Dictionary pen, Youdao Listening treasure, Youdao intelligent learning lamp and other educational hardware products. Under the guidance of the principle of "quick trial and error, quick iteration", Homework gang has developed carbon and oxygen autonomous learning machine and entered the printer market.

Similarly, ape counseling is also actively exploring transformation. In addition to the non-profit theme of "Ape Tutoring Line", ape Power education also has zebra, pumpkin science, ape question bank, ape programming and the ToB intelligent education business "Flying Elephant Planet", which is not yet displayed on the official website.

"The focus of ape Coaching's transformation is Planet Dumbo, which brings together the company's core technology, r&d and product people." A close to the ape counselling personage told reporters. So far, Products from Planet Dumbo have been used in 572 schools across the country in the past three months and are expected to enter 2,000 schools this year.

The above education and training enterprises all have the brand of "Dachang" advocating entrepreneurship culture, focusing on innovation and thinking. "Enterprise transformation can only be said to be testing the water, after all, the previous business model has been running for many years, successful transformation within a year is a great pressure, all enterprises are trying, but each has its own focus." "In the first quarter of this year, some companies reported profits such as High Road, One Education Technology, and Xueda Education, while others saw their net losses narrow," the education industry source said.

Compared with the smooth transformation of enterprises, it seems that there are also enterprises trying to walk in the "border", such as VIPKID. The "double reduction" policy prohibits hiring foreign personnel to carry out training activities. To this end, VIPKID has made a business transformation, shutting down the online one-to-one business of foreign teachers for teenagers in the mainland, and instead providing AI courses and one-to-one business of online foreign teachers for adults. At the same time to explore the overseas business, for overseas users to carry out traditional youth online foreign teachers one-to-one business, as well as Chinese training business. But recently, media reported that VIPKID launched the international website service for overseas users, and mainland users can also register, pay and take classes.

Chen Liteng, a digital education analyst at the E-commerce research Center, told reporters, "If it is in the name of providing training services for overseas users to engage in relevant training for mainland users, it is actually a loophole in the system, which is clearly not compliant."

In this regard, the reporter interviewed VIPKID related personage, but it said that it had left. Subsequently, the reporter and consulting company customer service children foreign teachers one to one business, the other party said there would be a consultant reply, the consultant said that the reporter can help register an account, in the prompt can be used, and sent a price list, the table shows that the annual package 96 class cost of 16,200 yuan, compared with the previous increase of 11%.

"If domestic users are allowed to register, the nature changes." Xiong Bingqi, president of the 21st Century Education Research Institute, said.