Thinking and vision of an industry
The tuition fee is nearly 20,000. There are only 25 class hours. If you forward to a circle of friends with a certain amount of praise, do you want to send you 10 lessons? Are you going to turn?
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It was the first two days to hear the feelings of two parents sharing their children. I also listened to the trend and listened to it. I didn’t listen, I was shocked.
“Is it worth at least four or five thousand a month for a child?†I was shocked as an unmarried woman.
I was informed that the children of both families were five or six years old. How can a child of five or six years have such a large expenditure? In the eyes of my incomprehensible, one of the parents used my own child as an example to solve my confusion.
"The cost of the pre-school half-year is 5,000, plus 20,000 English training a year, calligraphy, dance, and piano are 10,000 a year, all of which are four or five thousand per month." The monthly allowance of four or five thousand is not A small amount, and does not include the child's cost of eating and drinking and spending with children.
“In terms of expenditures for children, education investment accounts for the largest proportion, accounting for 80%-90%.†In my sighful expression, parents said that for the future of their children, although they are under pressure, they must also carry forward.
In the conversations of parents, one of the most incomprehensible to me: they are choosing English training institutions, 6000 music, not knowing English, but going to 20,000 VIPKID, the price is high, but they are rushing, are they crazy? ? ?
The same is online education, why not 6,000 English?
Nowadays, there are many well-known English training institutions in the market: VIPKID, 51TALK, Xuesisi, Wall Street, Hujiang, Yingfu, Aibei, Ruisi, etc., the surface looks like a thriving state, but in fact, mixed, quality Staggered.
As far as I know, VIPKID was founded at the end of 2013. In less than four years, it has completed a total of 200 million US dollars of D round financing, and signed more than 20,000 outstanding North American foreign teachers, with more than 200,000 registered students.
VIPKID does have a beautiful resume, but not necessarily other training institutions are inferior.
When I asked parents if they had experienced courses in other English-language training institutions, she said that she had experienced the 6,000-year-old online English training in a one-year class, but it was not ideal.
First of all, Lezhi English is a fully open model. All courses are online and live online, making it impossible for children to interact with foreign teachers in the classroom, which reduces the sense of participation in the learning process.
Secondly, Lezhi is a small class with a maximum of 8 students. As a result, there is not much time for the children in one class. A few children attend classes together, and the question and answer session of the foreign teachers is very cautious.
After experiencing a few lessons, there has not been no significant progress, nor has it seen an interest in learning English.
Whether children learn to be effective is the most direct factor for parents to choose a training institution.
In fact, the English market is not a rise in recent years, and VIPKID can be a miracle in the huge market.
Product strength is the key to winning VIPKID
Pain point 1: The teacher is not good at all
Nowadays, many English training institutions have a mixed team of teachers. People from all over the world, such as Southeast Asia and India, can be appointed to teach. As everyone knows that Southeast Asia and many parts of India speak English, as a former European colonial country, their English is not as authentic as the English-speaking countries.
All foreign teachers of VIPKID are selected through strict interviews. For example, the nationality must be US or Canada, the degree of education is at least a bachelor's degree, the teaching experience must have more than 500 hours of ESL or K12 teaching, and the location must meet the network hardware requirements of VIPKID. Taking the teaching ability instead of the teacher qualification certificate as the criterion for judging, the evaluation of each applicant's teaching background and the lecture performance; the senior expert evaluation team participates in the evaluation and guidance evaluation of the foreign teacher candidates with strict VIPKID online teaching standards. Approve all background information on foreign teachers to ensure that foreign teachers not only have excellent teaching skills, but also have good moral qualities. Only foreign teachers who meet all the conditions can teach at VIPKID.
Pain point 2: Children are not focused in the classroom
Experiments have shown that a child's attention can last up to 25 minutes. The children are so active and active that it is difficult to stay focused. So, how does VIPKID allow children to take classes seriously when they are facing outside classes?
First of all, VIPKID sets each class time to 25 minutes, which fully fits the child's attention and duration, and learns as much as possible within the time range in which the child can remain focused, so that the child can learn the knowledge to the greatest extent possible.
Secondly, compared with the implicit euphemism of the Chinese, Europeans and Americans are more free and easy, and they are more adept at expressing. When the foreign teachers use the exaggerated movements, the exaggerated look, and the ups and downs in the teaching process from time to time, the children are easily attracted and focused on the foreign teachers.
Finally, what if the child is in conflict during the learning process? In the online tutorial, the teacher can easily transfer the attention of toys and other items, then online? Although the teacher and the student are connected through a network cable, the resistance of the child can be eliminated through online interaction. For example, playing games with children through the screen, or singing.
Pain point 3: Parents will suspend or terminate learning when they exclude learning
English learning is an ongoing process. When children are inevitably experiencing fatigue and rejection during the learning process, some parents may think of suspending classes or terminating learning. This is rarely the case with VIPKID, why?
1. The most fearful comparison between children, when you hear the teacher praises other children, when you know that the children of other people are better than your children, will you let the children continue to learn, even if they are forced to learn.
2. Never speak English, subconsciously speak English; from the face of foreign teachers' reticence to friendly interaction with foreign teachers; from escaping learning to actively asking for learning... When you feel the change in your child's learning English, there is no need for training institutions. You will also continue the learning process.
3.VIPKID is very free in the choice of the teacher. Each class teacher can change the choice at will. If you don't know the teacher, you can also view the teacher's previous course preview in the system, and there will be many parents who have attended the teacher's course will evaluate the teacher. These are the contrast factors when parents make teacher choices.
4. Not only is the teacher's choice very free, it is also very convenient in the choice of class time. The available time schedule for each teacher is very clear on the page. Parents only need to choose their child's appropriate time to make a one-click appointment.
As the saying goes: The wine is still afraid of the deep alley, VIPKID's product power is certainly delightful, but without the strong marketing means, VIPKID is not likely to develop so rapidly in just 4 years.
VIPKID marketing method
First, online and offline multi-channel advertising. Nowadays, VIPKID advertisements have been launched in first-tier cities such as Beijing, Shanghai, Shenzhen, Guangzhou and Hangzhou. Among them, Beijing International Trade, Wangfujing, Dongdan, Shanghai Xujiahui, Lujiazui, People's Square and other subway stations with centralized traffic can be seen everywhere. At the same time, the online channel is also the key marketing link of VIPKID. The video advertisements of VIPKID are displayed in all major video websites such as Youku and Iqiyi. It can also be seen in the hot-selling variety show “Daddy Going 5†of Mango tv. To the VIPKID figure.
Secondly, Liu Tao, the representative of the good wife and good mother who is recognized by the nationals, is the chief experience officer of VIPKID. In the past two years, Liu Tao has been eye-catching on the screen. First, he won the first season in the "cross-border song king", and later starred in "Ode to Joy" in the multi-channel Pa Ping prime time. It can be said that Liu Tao's success, VIPKID is also a winner. Liu Tao once in a reality show, because of a very fluent English, let the audience look at it, and through Liu Tao's Weibo content, Liu Tao can attach great importance to children's English education. This is one of the reasons why VIPKID chose Liu Tao as the spokesperson.
Finally, the tuition fee is nearly 20,000. There are only 25 class hours. If you forward to a circle of friends with a certain amount of praise, do you want to send you 10 lessons? Are you going to turn? To put it directly, this is to use the weakness of human nature to be cheap. To put it bluntly, nothing more than a marketing tool for training institutions.
English learning is an ongoing process. Even if it is a big investment, parents will invest long-term for the future of their children. According to the survey, most of the households now spend 60% to 70% of their total expenditure on education and training. Regardless of whether the family conditions are relaxed, parents are doing everything they can to give their children the best quality education. As a result, the prospects for the education and training market are evident.
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