How does adult online training go from "blindfolded running" to orderly development?
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Some traditional workplace restrictions were fully exposed and magnified during the epidemic. As a result, the need for professionals to "invest in themselves" for learning and improvement has risen sharply, leading to the rapid growth of the online vocational education market.
However, behind the rush, product quality is uneven, and arrears run off, which also restricts the healthy development of online education.
PPT usage skills, Python language, workplace English... In the 4 years since the 28-year-old Tang Yu worked in Internet operations, he enrolled in many online courses on vocational skills.
She found that in the past two years, there have been more and more professionals around her who use online courses to learn and improve.
"Regardless of whether there are leadership requirements, qualification certificates or grade examination needs, everyone is busy charging." Tang Yu said.
Correspondingly is the rapid growth of the online vocational education market.
According to a report released by Tencent Classroom and iResearch, the market size of China's online comprehensive lifelong education industry will reach 66.8 billion yuan in 2020, a year-on-year increase of 21.5%.
From the perspective of industry insiders, technological development and industrial transformation have spawned new business formats and a large number of new occupations, the society's increasing requirements for individual compound skills, and the need for lifelong learning among professionals have all become driving forces for the rise of online vocational education.
Online vocational education market ushered in a blowout
Qu Jia, who is engaged in brand management in an e-commerce company in Jinan, Shandong, started to study online courses for the National Uniform Legal Profession Qualification Examination in his spare time last year.
Before that, she had never been exposed to legal expertise.
Qu Jia said that studying the law test course is not for the purpose of changing careers to become a lawyer.
"I have been working in this position for 4 years, and I have entered the platform period. If I want to be promoted, I must improve my compound ability, not only to understand management, branding, crisis public relations, but also to understand the law." And in the impact of the epidemic. After that, part of the business he handled was cut, and Qu Jia's sense of occupational anxiety became stronger.
"If you don't take the initiative to learn, you will be a little behind others."
During the outbreak of the epidemic in 2020, a platform conducted a survey of 2,000 workplace people, and the results showed that 70% of workplace people said that their career development has been affected.
Salary and welfare cuts, blocked promotion opportunities, and worries about layoffs and unemployment, these traditional workplace restrictions were fully exposed and magnified during the epidemic.
Since last year, the learning improvement needs of professionals have risen sharply.
Tencent Classroom related reports show that during the 2020 epidemic, the number of online learning in Tencent Classroom exceeded 60 million.
In terms of educational content, in addition to vocational examination courses such as law and civil servants, popular courses also include IT/Internet, design/creation, e-commerce/marketing, etc. "Internet celebrity" courses such as live broadcast and delivery have increased in an all-round way, while IT Internet It is the category with the highest willingness to pay by users in 2020.
Tang Yu told reporters that she believes that compared to jobs in traditional industries, Internet operations and other occupations are very novel. “The Internet industry naturally has a need for continuous learning. If you want to seek better development opportunities, you must learn for life.”
Hou Xianhui, the founder and CEO of the online vocational education platform "Three Classes", deeply feels this.
He told reporters that in 2020, the number of users of the "three classes" will increase by more than 2 million, which is an increase of two to three times over the past few years, and the cumulative number of users will reach more than 3 million.
"On the one hand, the arrival of the epidemic has highlighted the uncertainty of the future. In order to improve their ability to cope with crises and changes, professionals are more motivated to learn. On the other hand, education methods and learning paths have become online and the prices are cheaper. Compared with offline education, it is also easier to obtain, which reduces the learning cost of users. The superposition of these two aspects has brought about a blowout in the online vocational education market in 2020." Hou Xianhui analyzed to reporters.
Where is the hidden worries of running online education
Kiki is the product manager of a large Internet company in Beijing.
In addition to her busy work, she has another identity: a course assistant for an online vocational training institution.
This is also an additional gain for her to participate in online vocational education.
As early as 2015, after only 2 years in the industry, she signed up for an online course of an online vocational training institution with the encouragement of the company.
Do industry data analysis, form an innovation team, take out product samples in a short time according to the topics, conduct pre-business start-ups, and conduct simulated roadshows at the end of the class. The learning content is very advanced.
This allowed her to directly participate in and learn how to build a whole product line "from 0 to 1."
Kiki said that she started to gradually manage the team and build the product line. This training has benefited her a lot.
At the end of 2019, Kiki, who performed well, was appointed by the institution as a course assistant.
Compared with the online teaching team that Kiki came into contact with, Yu Nan's online training for civil servant exams that she signed up made her question the assets of teachers and students.
In order to prepare for the exam, she spent more than 20,000 yuan on the training, which took half a year.
“One round to lay the foundation, the second round to consolidate the foundation, three rounds to brush the questions, four rounds of review." And she found that the so-called training "teachers" are just college students who have taken several civil service examinations and have just graduated, teaching experience and knowledge system They are all lacking.
The reporter noticed that on the consumer complaint platform, there are many doubts about the teachers and professional abilities of online vocational education, and the quality of the courses cannot be guaranteed: "The entry barrier is low, and there are no professional requirements." The teachers are all non-real names and have no specific qualification certificates."... What's more, there are complaints that all teachers of the institution cannot be contacted after payment, and they are suspected of running away and seriously infringing on the interests of students.
According to industry insiders, many online education institutions currently adopt the model of teacher outsourcing, which greatly reduces costs. However, in this case, the institution's management of teachers is relatively loose and it is difficult to guarantee the quality of the courses.
Future development is more closely integrated with industry
A senior employee engaged in R&D in an IT company told reporters that in the early years, IT talents were scarce, and IT practitioners could achieve "crash" learning in training institutions, and college students could learn C language and other vocational skills in vocational training institutions for a few thousand yuan. And find a job.
However, nowadays, technology continues to innovate, and companies' requirements for job-seekers' skills are also increasing, and "crash" skills are far from meeting the needs of the job.
The practitioner told reporters that the information technology industry is developing rapidly, and it is necessary to constantly add new knowledge and new skills, but blindly follow the trend to learn online courses, it is better to accumulate more in your own position, and follow the advanced enterprise standards in the industry. Study and practice.
Hou Xianhui also emphasized the importance of individuals acquiring and upgrading skills in the industry and industry.
He told reporters that the institution will update the teaching cases every month, and cooperate with the top companies in the industry to write courses to explore the formation of the industry's curriculum standards.
"The core of online vocational education is to make the existing labor force and the newly added labor force meet the capability model required by the new industry and the new economy."
Although it is already trying to cooperate with enterprises and industries, Hou Xianhui still hopes that relevant departments can take the lead to allow institutions and enterprises to jointly build a digital talent training system, form standards, and provide clearer training goals.
"Next, the development of online vocational education will be more closely integrated with the industry. Online vocational education should closely follow the industry to become an industrialized college, thus forming a national online vocational university without walls." Hou Xianhui said.
Zheng Jie, vice president of Tencent Education and general manager of Tencent Classroom, said that only under the background of government support and industrial upgrading, can the government, industry associations, colleges and institutions, and the upstream and downstream forces of the employment industry chain be linked, and all roles are open to cooperation and cooperation. Digital links can form an efficient circle of industry ecological agglomeration effects and industry values, and truly realize the full digitalization of vocational education through the life-long education industry interconnection platform.