The number of viewers of the live broadcast of the college entrance examination exceeded 21 million: the service of online education companies has grown rapidly
36Kr 2020-07-17
Morning Mist / Repost
Original article, author: Shi Krypton to share
This year's summer and autumn battles are destined to be brutal.
5 days, 11 games, more than 21 million.
This is the total number of views of the homework help "2020 College Entrance Examination True Question Analysis Live Class".
Looking at the hundreds of thousands of blowout figures in the background, liu Yue, the project organizer, was surprised.
In the preparation process of the college entrance examination live broadcast project, the homework help relevant team expected that such a professional live class, the number of views on the whole network may be in the order of millions, but I did not expect that the audience finally increased by a full 20 times.
Do you do live courses, or live news?
In July 2020, a special college entrance examination season, the fierce battle of online education once again ushered in a stage climax. Behind this is the fierce duel of the service of the head runners on the track.
Every year during the college entrance examination, major educational institutions, media, and platforms will launch relevant reports and special topics for the analysis of the college entrance examination. This year's college entrance examination analysis, live broadcast has become the mainstream way. On the one hand, the college entrance examination is the attention of the whole society, and the college entrance examination report helps to enhance brand awareness; on the other hand, after the epidemic, the acceptance of live broadcast and online learning by parents and students has increased a lot.
The online education industry generally has two models for doing live broadcasts of the college entrance examination: or as in previous years, the target users are only for paying students and do not go out of the circle; or cooperate with the news media to go out of the circle. The former has limited impact on students, and the latter is inevitably not professional enough.
"We hope that this year we can take care of both aspects, both for our own students and help more students and parents through the media platform." Liu Yue said.
Unexpectedly, this positioning has sparked fierce conflicts at both the project team and the company level.
Do courses live? Or live news?
The former is more professional, but may have fewer audiences; the latter is more lively, and the traffic and brand effect may be greater, after all, the project will consume a lot of resources.
"For about half a month, we've been arguing fiercely, and the conclusion is to return to the company's values: pragmatic, user first. What we want to influence through the media is also students and parents, what they need, is the course live broadcast, not the news live broadcast, the more dry goods given to them, the more valuable it is. ”
"In particular, the college entrance examination review of new high school students has just begun, there are still 11 months left, and the students' time is the most precious and their confidence is the most precious." We hope to take advantage of these few days of live broadcasting to pass on the preparation concepts such as 'professional guidance, scientific methods, and psychological support' to more students across the country as soon as possible, so that children can take fewer detours and learn in an efficient way. ”
At the beginning of June, the homework help college entrance examination live broadcast project was officially launched, and the team's preparation time was only one month.
According to Liu Yue, a seemingly simple live broadcast project involves many departments, and it is necessary to develop a new set of live broadcast process system, including the faculty, products, technology, operation, design, product publicity, external media platforms, etc., and the corresponding coordination difficulty is doubled. "However, after last summer and autumn's enrollment war and tens of millions of live broadcasts of free classes this spring, the company has enough rapid response and coordinated combat capabilities."
At 11:30 a.m. on July 7, as soon as the national college entrance examination language test ended, the homework help live class high school Chinese teacher team immediately put into preparation, and the 1:30 p.m. live broadcast has been announced, leaving them with only 1 and a half hours of preparation time.
There are 11 Chinese composition topics for the national college entrance examination, and 30 teachers are divided into three groups, and each group prepares 3-4 lessons for rapid review and preparation. From the topic, to the lesson preparation, to the courseware PPT, one and a half hours, the whole process of online editing and uploading.
Homework helps the live class teacher prepare for the lesson
"We have an independently developed Ares underlying technology system, the whole process through the back-end teaching and research teaching guidance and front-end sales, to ensure that the full assembly line of the faculty teachers efficiently organize teaching and research teaching, high-quality content to achieve large-scale industrial-level massive output."
Despite this, the homework help college entrance examination live broadcast project team did not deliberately pursue the first to launch live broadcasts. "If we can't have both, we'd rather be slower, more realistic, faster and weaker than what students need most." At the end of the day, it's a live course."
In addition to the live broadcast project of the analysis of the real questions of the college entrance examination, in order to help the "most special" college entrance examination candidates, the homework help has also launched seven major projects: free live classes for primary and secondary school students across the country, free live classes for the college entrance examination sprint, college entrance examination Flag together, college entrance examination real question evaluation, online full real model test...
"As the largest online education platform for users, Homework Help provides students with not only various live courses, but also a variety of online tools and services, and even psychological support. Providing one-stop packaged services for K12 students is an evolutionary trend in the industry. Liu Yue said.
Serving 8.05 million college entrance exam students: the epidemic is a baptism
For this year's college entrance examinations, 2020 is destined to be an unforgettable year, born in SARS and tested in the new crown. After the outbreak of the epidemic at the beginning of this year, the Ministry of Education required "suspension of classes and non-stop learning", and online classes became a "trend". At the end of March, the official announcement was made that the college entrance examination would be postponed by one month. Near the college entrance examination, the epidemic rebounded in many places in the northeast and Beijing, and the resumption of high school classes was terminated again. During the college entrance examination, heavy rains and floods in local areas in the south, and individual districts and counties were forced to postpone the college entrance examination...
In the past six months, for the online education industry, it has also been a baptism.
Wu Dongbo, the head of the high school of the homework help live class, Chinese New Year's Eve noon, he was making dumplings with his family. Suddenly received a call from the company: are you willing to do something for the children in the epidemic area? You can choose. "After I had a meeting with Leader from various disciplines, my colleagues said they must attend." Wu Dongbo recalls the scene at that time to 36Kr.
On the same day, the family ate dumplings together to watch the Spring Festival Gala chat, but Wu Dongbo himself was busy until 11 p.m. With the change of the epidemic situation, the free live class of homework help in spring has also been expanded from Hubei to the whole country.
Zhang Hua is the head of high school mathematics teaching and research teaching and research for homework help live classes. Chinese New Year's Eve this year, Wuhan was locked down, and Zhang Hua just returned to his hometown in Jingzhou, Hubei Province. Soon, Hubei was forbidden to enter and exit. In order to provide free live classes to high school students across the country who could not attend classes during the epidemic, Zhang Hua called 24 colleagues Chinese New Year's Eve night, and none of them refused. He borrowed a computer from the village committee, replaced the handwriting board with A4 paper, and a simple live class was born.
Wu Dongbo introduced that the challenge of the project is that in the past, the courses of the teaching and training institutions were carried out on weekends and evenings, and now the whole subject has to be fully arranged all day from Monday to Friday, and the schedule is one of the most complex tasks, requiring the efficient cooperation of various disciplines; another challenge is how teachers can do a good job in the quality of the curriculum at home. These need to be coordinated and overcome by Wu Dongbo's team.
At the end of March, the national college entrance examination was postponed for one month. In order to reduce the impact of this year's college entrance examination students due to the epidemic, Homework Help launched a free live class for the college entrance examination sprint in early April, facing the national college entrance examination students until the end of the college entrance examination, and extending the course for one month free of charge for the paid high school students of the live class.
Kang Chong, the head of the high school chemistry department of the homework help live class, at the end of June, the original college entrance examination should have ended, and she was nearly 9 months pregnant, but she still insisted on explaining chemistry knowledge to the 12,000 high school students in front of the camera. Usually, a 2-hour class class ends at 11:30 p.m. You have to speak from beginning to end in class, and after sitting for a long time, you will breathe heavily. Even so, Kang Chong insisted on giving the last few lessons to the students who had been with him for three years.
Family members and colleagues have also advised Kang Chong to give the class to others to bring, "but I insist on taking it myself, mainly because I don't want to leave myself a regret." Changing teachers on the college entrance examination may have a great impact on students. ”
Homework help live class high school chemistry Kang Chong teacher
In 2020, the most special college entrance examination in history, there are 10.71 million in the country. Through the free live lessons in the spring and the free live lessons in the college entrance examination sprint, a series of learning tools were opened, and the homework help served a total of 8.05 million.
Since the outbreak of the epidemic, domestic online education companies have launched various free classes. However, some institutions also have commercial considerations behind the public welfare, and regard it as a good source of low-cost traffic acquisition.
"Our course was 40 minutes, and there was no marketing session in between. At that time, the original intention was to provide a good curriculum for children. Wu Dongbo said.
As of March 6, more than 31 million students had registered for the homework help spring free live class. "However, the company requires the technical department to erase the contact information of the free course students from the background and not to sell the course to these students."
Wu Dongbo said that in the past six months, the epidemic has been a baptism for all teams of the company, especially for the teaching and research teaching tutors: the understanding of education itself, the recognition of technical strength, the persistence of high-quality courses, and the rapid response and coordination of the team.
Online Education Catch-up Exam: All in Service
The live broadcast of the college entrance examination was watched by more than 21 million people, and the number of college entrance examination students served was 8.05 million. How fast is the online education industry evolving?
Homework help live lesson 2020 college entrance examination real question essay analysis
Taking homework help, which just received $750 million in Series E financing, as an example, the enrollment of regular-price classes in the fall of 2018 was less than 200,000, and it was close to 1 million a year later, and the enrollment of regular-price classes exceeded 1.3 million in the spring of 2020. Moreover, the combined cost of customer acquisition is only half of the industry average.
And that's just the volume of business for a company. During the entire pandemic, 194 million primary and secondary school students across the country have completed online learning transfers. Because of this explosive growth, the market value of the six listed Chinese education companies has increased by more than 280 billion yuan since the beginning of the year.
In the post-epidemic era, summer and autumn enrollment is becoming a must for all online education companies, hoping to further obtain or stabilize the entry ticket of 100 billion market value. This summer, the amount of K12 online education head company plans to invest has doubled on the basis of more than 3 billion yuan last year, and the number of tutors in each reserve has reached more than 10,000 ahead of schedule.
Some industry insiders have analyzed that online education may rearrange seats in 2020, and the top spot may change hands. If such predictions come true, it will be a historic moment for the industry. Therefore, this year's summer and autumn battles are destined to be cruel.
If it is said that the military hot war competes in the ability of national industry and social mobilization; then commercial competition and competition are comprehensive services and organizational synergy capabilities. Behind the rapid development of the online education industry, it is the organizational collaboration, technical ability, teaching, research and teaching and counseling strength accumulation, and grasp of the real needs of students.
Talking about the "playing style" of the homework help live class, Wu Dongbo introduced to 36Kr, "We always pay attention to the polishing of product and service quality, highlighting famous teachers, big moves, etc., as for the data is only the result of water. ”
For example, in the selection and training of teachers, Wen Xugang, head of teaching and research in the high school of homework help live class, revealed that the company has always adhered to the principle of high standards and high requirements. In the recruitment process, the main teacher is at least a double-first-class university graduate. In the training, teachers are required to have strong explanatory ability, be able to simplify complex problems and make boring problems interesting; have strong appeal and student perspective; have strong expression ability in front of the camera, give students positive guidance; and have obvious personal style. "The probability of finally being able to really break through the siege and become the main teacher of the homework help live class is only TOP 1%."
Compared with the result indicators, the homework help live class focuses more on the teacher's assessment of the process indicators. "The process is done well, and the result will naturally not be bad." We will disassemble many actions and factors to form a complete closed loop, and ultimately promote the result of student scoring. ”
Wu Dongbo told 36Kr that the tutor will focus more on the improvement of subject literacy, the output of learning value, that is, the process of service. This summer, user satisfaction has been used as an assessment indicator for tutors. In addition, some of the previous assessment indicators have also been cancelled, such as the home visit rate.
In terms of educational methodology, Homework Help put forward the concept of "professional guidance, scientific method, and personalized service". "Professional guidance" comes from the professional professor of the main teacher, "scientific method" comes from the scientific research and development of the teaching and research teacher, and "personality service" comes from the one-on-one tutoring of the tutor, and these three concepts penetrate into the three teacher roles at the same time. Taking the scientific method as an example, the homework help live class high school 9 university courses, for the learning pain points of high school students, all cover the college entrance examination and the main knowledge points of high school with a "big recruitment system", which can greatly improve the efficiency of students' learning and preparation.
Regarding how to achieve personalized service in large class classes, Wu Dongbo introduced that there are two main grasps of homework help, one is hierarchical teaching, and the other is tutoring teachers. Homework help live class students all over the country, about half from non-first- and second-tier cities. Therefore, homework help took the lead in developing synchronous classes, rather than the relatively niche Peiyou classes that are popular in the market, and divided the class types into top classes, cutting-edge classes, and promotion classes; the differences in students' individual needs were further solved by the tutors.
Tutoring is one of the ceilings of online education. So far, the number of employees in the homework help has increased from 3,000 at the beginning of last year to 17,000, and there are thousands of high school tutors alone.
"A prerequisite for measuring whether human effectiveness has improved is that the user experience and service timeliness cannot be reduced. We improve human efficiency mainly through technical means and operation management. In the past two years, the tutor support system has been continuously upgraded, which has helped teachers save a lot of time and energy. Of course, this is not enough. ”
Wu Dongbo introduced that the homework help live class teaching and research teaching tutors continue to strengthen collaborative teaching and research, training, and then collaborative service to students, which has formed a closer closed loop.
"The industry is becoming more and more smokey. But as teachers, we are also test takers, and we have to hand over our answer sheets to students and parents. Therefore, we firmly believe in the power of professionalism and the power of pragmatism. ”
The pictures in this article are from: IC photo, interview courtesy of the genuine gallery
Source: 2020-07-17 36 Kr
https://36kr.com/p/798013117441286
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