Throughout the history of business change, strategic changes are common, but rarely put into place. Only Education is a rare case of this kind recently.The strategy of "one Body and two wings" proposed by the company a few years ago does not contain much new content. What deserves the market's attention is the company's solid actions and measures in recent years, which are fulfilling their commitments step by step.
Break up the small mess to restructure the business division
The origins of only Education's businesses vary from one to another.There are vocational education and adult education based on Jiaotong University in the new Nanyang era;The K12 business was acquired through the acquisition of Onlytech (commonly known as "Little Onlytech"), and many of the businesses controlled by OnlyTech were gradually developed through internal entrepreneurship;There is only Education through the acquisition of business.These businesses are often relatively independent market players, with overlapping businesses and unclear division of labor. Only Education is more like a platform and brand shared by all businesses.In order to restructure the business according to customer demand, the company has spent a great deal of energy in the past three years to promote the restructuring of the organization, trying to achieve the goal of "one high standing".
In 2019, the company started to set up business groups, which are integrated according to the target customer groups, including children business group, middle school business group, quality business group, etc.After the gradual integration and adjustment, the business group was renamed as the Business Division in 2020. The work and adjustment behind it are huge and the results are remarkable, not to mention the simple difference of one word.
The establishment of the middle school student Department, the elementary student department and the Quality Department marks the completion of the work of Only Education to break the petty rice bowl and build battleships.The most notable example is the integration of only Children's and Only Foreign Language businesses. Only Children's is the strongest in English, while Only Foreign Language is the strongest in children's. The integration of businesses based on target customers will effectively improve the overall competitiveness of Only Education in children's English.Relying on the strong discipline of English, we can further expand to mathematics, Chinese and other subjects in primary school.
At the same time, the company has further opened up the organizational structure and management system among business divisions. By unifying the functions of campus, product, market, operation and related management, the company has promoted the substantial coordination of brands and products among business divisions at the campus level, and improved the overall operation efficiency and product competitiveness of the company.
Online single products break through the city O school broken bureau
Relying on the company's experience in Shanghai market, the company is also selectively promoting online education business, mainly including online large classes and online one-to-one, whose business model has been basically implemented.
The business structure of the new Curriculum Division was mainly recording and broadcasting courses, and even 50% of its revenue came from recording and broadcasting courses before 2019.After in-depth analysis, problems such as low attendance rate and low homework completion rate exist in recording and broadcasting courses. Therefore, great efforts were made in 2020 to promote the rapid expansion of online large classes, and remarkable results have been achieved by 2021.Only Online is also gradually focusing on online one-to-one products to improve customer experience and training effect through business model polishing.
Only Education believes OMO is the ultimate mode of learning freedom, with offline small class, offline one-to-one, online large class and online one-to-one. Different business models have different characteristics and adapt to different students, or even adapt to the same student's different learning scenes and knowledge consolidation.Only Education's "national strategy" aims to achieve the free combination of OMO at the city level.
The improvement of the city O school, and the offline training institutions to form a closed loop with high localization attributes.On the one hand, it solves the problem of localization of curriculum and teachers and avoids the problem of local adaptability of undifferentiated curriculum.On the other hand, students can realize the optimization of learning effect through the free transformation and independent combination of learning scenes, online, offline, large class, small class, one to one.
Strengthen the functions of the headquarters to create a unified central Taiwan
The meaning of the company's existence is to provide a unified strategic planning, brand promotion, and Taiwan empowerment for the strongly related businesses.At the very beginning, the group headquarters of Onlyli Education had the problem of overlapping beds and stilts, which was undoubtedly caused by historical reasons, but it really affected the management effectiveness of the company.This is also the reason why the group has implemented the merger of the two headquarters of Daonlya and Xiaoonlya. The main goal is to keep the headquarters close to the company's main business and improve the functional positioning of the headquarters.
After completing the merger of the two headquarters in 2019, the company also set up the product Discipline Department to build the company's overall product framework and improve the product management system of each division.Set up the Marketing Department, coordinate marketing resources, improve the efficiency of special delivery, optimize the structure of market delivery, and save costs through centralized procurement channels.
In terms of human resource management, the Human Resources Department of the Group has established a recruitment and training system for unified recruitment and training of teachers, vigorously promoted the "Orange Talent" plan, and opened a new situation for the construction of teachers through the selection and training of internal tutors and offline centralized training of new teachers.
In terms of information system construction, the Group actively promotes the construction of information systems such as industry and finance standardization, "BOSS" and "Smart Learning", accelerates the research and development of its own live broadcasting platform, and continuously strengthens offline business information technology support.CRM system customer sea, Karma, MGM, course distribution, group, online class testing, online course selection and other marketing tools, as well as user points system, super service number and other tools are basically improved, gradually upgraded iteration.
The establishment of these departments and the promotion of their functions are actually to further centralize and promote the functions collected from many small business units to the headquarters of the Group, thus forming a pattern in which the business division focuses on the business and the functional departments of the headquarters strengthen the construction of the middle and Taiwan.
Pay attention to the overall rhythm and grasp the core indicators
Different from many small business units operating independently, only Education now focuses on the overall coordinated operation and coordinated attack pace.
In terms of the overall development pace, the group will promote the strategic planning in two stages, one stage every three years, namely the implementation steps of the "3+3" strategy.Constantly polish and optimize business model according to strategy and market changes.
In terms of annual business promotion, the group continues to promote the shift of class business to the four-season cutting mode. In summer and autumn, the enrollment scale is accelerated through entrance class, and in cold and spring, customer experience is strengthened mainly through renewal work.In this process, CC and CR work together to promote the decomposition and implementation of the company's overall goals through mechanism arrangement.
In 2020, the company will continue to promote the integration and optimization of some teaching centers by establishing the campus operation health model and index database, and further improve the campus operation health.By the end of 2020, the company has a total of 214 teaching centers, including 77 primary schools in Shanghai, 39 middle schools, 33 VIP personalized training, 25 children's quality training, and 40 teaching centers outside Shanghai, which are distributed in Ningbo, Hangzhou, Changsha, Xi 'an, Changzhou, Nantong, Hefei and other cities.By the end of 2020, the company has nearly 150,000 students in K12 training.
It is reported that the newly signed only Education has significantly improved its cost efficiency. The cost of acquiring customers has decreased by nearly 30% year on year, the referral rate of customers has nearly doubled, and the ROI of marketing investment has also increased by a large proportion. The key indicators of each business, such as per capita income from rights and responsibilities, full-time teacher efficiency and sales efficiency, are all rapidly improving.These indicators are the performance of the group's management quality improvement.
It is believed that in the market competition of teaching and training industry, the large-scale enterprises with excellent management quality will gain a broader market space, so as to realize the balanced development of fair education, quality education and personalized education.