All for the "pull new", all for the renewal, teaching and training institutions are still crazy "selling classes"
Xinhua News Agency, Nanjing, May 28th. Topic: Everything is for "renewing" and everything is for renewal. Teaching and training institutions are still "selling classes" crazy
Xinhua News Agency reporters Jiang Fang and Zheng Tianhong
In recent days, many education and training institutions have been punished, and have removed courses suspected of violating regulations and amending their price labels.
Under increasingly strict policy supervision, has the rush of online off-campus teaching and training slowed down?
The reporter's investigation found that, as a key recruiting node, the summer vacation is still a must for training institutions to "sell courses". Training institutions have opened up new channels, created new skills, "renewed", renewed fees, and price wars.
"Selling lessons" moved to the live broadcast room, there are still blind spots in supervision under the rectification
A few days ago, the Beijing Municipal Education Commission notified some off-campus training institutions to sell courses below cost and charge early admissions and other violations.
Subsequently, the Beijing Municipal Market Supervision Bureau also recently imposed top punishments on four off-campus training institutions for price violations and false propaganda.
The reporter's investigation found that the marketing of some education and training institutions has moved to the live broadcast room, and the live broadcast "sell lessons" through Douyin and Tmall flagship stores. The new channel has a significant effect in attracting traffic and has become a regulatory blind spot.
In the Douyin live broadcast room of an online school with millions of fans, anchors are still using inductive low-price strategies to attract attention:
"There are courses from grade one to grade three, 8 live classes are 10 yuan, and the average class is only 1.25 yuan! 1.25 yuan, if you buy a bun downstairs at this price, you can only buy a veggie but not meat... …"
Not only that, but the "pull new" method also has a new way of playing.
In the past, the old (trainees) and the new (trainees) were concentrated offline, but nowadays, grass-rooting "pull the new" has begun to appear on some online platforms.
For example, on the "Xiaohongshu" app where Internet celebrities gather with goods, Gaotu Classroom launched an activity to recruit learning experience officers. The so-called learning experience officers are parents or students, as long as they publish the card notes for Gaotu classroom courses. There is a chance to win huge gifts.
"In order to circle, nurture and squeeze powder, I learned a lot of words to induce parents"
If it is said that the free and low-cost marketing of bombardment is to "bring new", it mainly depends on marketers; when it comes to the "renewal" stage, the so-called "teacher" is the one who rushes to the front.
A number of interviewed "teachers" told reporters that full class rate, renewal rate and refund rate are important criteria for evaluating teachers in training institutions.
These three rates are like the three mountains weighing on the "teacher". To achieve a 100% continuation rate, it will not work without a little skill.
Since Ms. Hu, a parent in Guangzhou, enrolled her children in the sixth grade for a small promotion class, she was drawn to a group by Teacher Pan, who claimed to be the head teacher, and received calls from Teacher Pan from time to time.
Mr. Pan thoughtfully gave Ms. Hu all kinds of real questions for the first time, the interpretation of the policy, and the micro-lectures on the first time, and answer questions online at any time.
After a series of emotional foreshadowing, Mr. Pan launched the "Summer Holiday New Year 10 Yuan Class" on May 20, an important marketing day. You can receive the "Six End Sprint Kit" for free when you register on the same day, which contains "5 days sprint". Check-in camp", final examination papers, etc.
"I looked at the various articles on advancement shared in the group every day, and the grim advancement situation that it rendered made me sleepless as I approached the school. As soon as they offered a $0 summer class, I didn't hesitate to sign up." Ms. Hu Say.
Chen Lin (pseudonym), a teacher who resigned from a well-known training institution in Guangzhou, told reporters that in addition to preparing lectures and lectures, the work of frontline teachers spent more time on enrollment operations, including group sharing, lectures, and after-school services.
The purpose of parent fan groups operating in the “circle fan”, “nourishing powder” and “squeezing powder” mode is to continuously create anxiety and make parents pay for it.
She revealed: “One of the main points is to intimidate parents. I learned a lot of words to induce parents.” For example, when giving parent lectures, first take stock of the situation of entering higher education in previous years. The more severe the situation, the better, and the greater the competition. The more intense the better; the articles that are usually pushed seem to be parenting stories. Generally, they combine Niuwa and Peiyou's background to guide parents how to cope with babies, step by step, and the purpose is to maintain customer relationships and expand customer groups.
Beware of the mutation of off-campus teaching and training institutions into "money collecting machines"
The reporter found in the investigation that the "teachers" of the off-campus teaching and training institutions are mainly responsible for selling "classes", which is a common phenomenon in this industry.
A "teacher" from a training institution in Nanjing said frankly that there is no training institution on the market that does not assess these marketing indicators. The performance of the "teacher" is not fulfilled, and the bonus will be deducted, and the bonus will be dismissed.
Relevant experts believe that the biggest evil brought about by capital invading the education and training field is the alienation of the industry. It has changed from interest cultivation, improvement and supplementation, and insufficient education in schools to "cutting leeks" for the whole society and countless families.
Zhang Zhili, director of the Guangdong Provincial Education Supervision Office, suggested that the state and government functional departments at all levels should establish an evaluation and monitoring system for the education and training industry, issue star or grade evaluation standards, and comprehensively use economic, legal, administrative and other means to maintain moral integrity. Education and training institutions that follow the laws of education, meet public needs, and have educational feelings can be recognized, so that those that have bad behaviors such as profiteering, wrong speech, teacher ethics, false advertising and other bad behaviors are invisible, and education is effectively regulated. School-running behavior of training institutions.
“While standardizing the disorderly pursuit of profits for off-campus training institutions, we must also insist on improving quality within the school.” Xiong Bingqi, deputy dean of the 21st Century Education Research Institute, believes that the problem that cannot be ignored is that in the process of reducing the burden on students, there is a way to reduce the burden on the school. The problem of shirking the responsibility of education, students "cannot get enough food" in school, and instead seek out-of-school training.
School education must strengthen its dominant position, fulfill its educational responsibilities, do what should be taught, improve the quality of education, get out of the old routine of "reducing the burden on school and increasing the burden outside of school", and realize the "double reduction" of reducing the burden on school work and off-campus training. "the goal.