Chinanews Client Beijing, August 17 (Zuo Yuqing) "The company’s main business is non-academic vocational employment training services for adults. There is no major impact."
After the implementation of the "double reduction" policy, the above-mentioned announcement issued by Zhong Gong Education on July 26 may imply an emergency "avoidance of suspicion".
In fact, compared with the K12 off-campus training companies that are almost "destructed", the vocational education track of Zhong Gong Education is continuously good, and the two can be described as "ice and fire."
Announcement issued by Zhong Gong Education on July 26
K12 companies have tried vocational education
As early as the beginning of the year, when the Ministry of Education was "blowing" the supervision of off-campus training, K12 companies had signs of transformation and were frequently involved in vocational education.
In March, New Oriental invested in the public examination coaching track for the first time; on July 8, Good Future Qingzhou announced its official entry into the field of vocational education; on July 19, the Gaotu APP was launched, which is different from the Gaotu classroom APP that focuses on K12. APP mainly covers language, college student examination, finance, public examination, teaching resources, study abroad, management, medical and other types of vocational education services.
"Gaotu established a vocational education department two or three years ago," He Chen (pseudonym), who is in charge of vocational education and counseling at Gaotu, told Chinanews.com: Now Gaotu has closed most of its centers, leaving only Beijing and Hangzhou. But as for the so-called "transitional vocational education", Gaotu currently has no substantial progress.
Vocational education business involved on the "Gaotu" APP.
Off-campus training companies encounter difficulties in transforming vocational education
"Although there is a certain degree of competitiveness, compared with other established institutions, it is still a lot different." In He Chen's view, the current Gaotu vocational education model is still the old K12 model, which is still mainly sales.
"Sell courses, increase ROA (return on assets)...students rely on placement, drainage, and telemarketing." "Sales positions are generally 2-4 times higher than tutors." "There is no research and development, and there is no teaching and research team. "He Chen is worried about the current situation of Gaotu vocational education.
Without the core educational advantages, trainees in many regions have encountered the problem of over-selling.
The student refund rate in He Chen's hands has risen from 0.2% in April and May to the current 5%.
He believes that Gaotu's traditional model is deeply rooted.
But blindly relying on sales to sell orders is tantamount to drinking poison to quench thirst.
Will the vocational education industry be "churned
"
?
According to data from the Prospective Industry Research Institute, the overall scale of my country's vocational education market is increasing year by year, with the market size reaching 576 billion yuan in 2019.
Since 2021, vocational education has frequently welcomed favorable policies.
The new "Regulations on the Implementation of the Law on the Promotion of Private Education" that came into effect in May clearly stated that public schools that support the implementation of vocational education can attract the capital, technology, management and other elements of enterprises; in June, the "Vocational Education Law", which was overhauled for the first time, clearly stipulates that vocational education It "has the same important status as general education" and supports social school running and school-enterprise cooperation.
Data map: Students in Chongqing Intelligent Engineering Vocational College are learning the most cutting-edge 5G communication technology.
Photo by Liu Xianglin
Yang Chang, chief analyst of the China-Thailand Securities Research Institute, said that the current development of vocational education should be a good time for development. The country emphasizes high-quality development and the improvement of quality and efficiency of the manufacturing industry, and vocational education is needed for support and support.
However, he also believes that the current advantages and disadvantages of the transformation of vocational education in the K12 industry are relatively obvious.
"The advantage is that these companies have a relatively high level of using emerging technologies such as the Internet. However, vocational education needs to open up front-end students and back-end business needs, which is a challenge for new companies entering the track."
Yang Chang said that in the short term, the transformation of K12 enterprises may lead to an increase in the supply of vocational education and affect existing vocational education and training institutions; in the long term, K12 enterprises will put pressure on existing vocational education and training institutions. , It is also conducive to the structural adjustment and optimization of the industry's transformation.
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