In order to “attract new recruits” and renew fees, education and training institutions are still frantically “selling courses”?

Everything is for a "new look", everything is for renewal, educational institutions are still frantically "selling courses"

Xinhua News Agency, Beijing, May 28th: ??"Everything is for 'attracting new students' , all for the sake of renewal, educational institutions are still crazy about 'selling courses'"

Xinhua News Agency academic teachers Jiang Fang and Zheng Tianhong

Recently, many education and training institutions have been punished. Courses suspected of violating regulations have been removed from the shelves one after another, and illegal price tags have been modified.

Under increasingly strict policy supervision, has the rush of online off-campus education and training slowed down?

A survey by academic teachers found that as an important enrollment link, summer vacation is still a must-win period for training institutions to "sell courses". Training institutions have opened up new channels, innovated new techniques, "new recruitment", renewals, There are also many price wars.

"Classroom sales" have moved to live broadcast rooms, and there are regulatory blind spots under the rectification

A few days ago, the Beijing Municipal Education Commission reported some off-campus training institutions selling courses at original prices, charging early enrollment fees and other violations .

Subsequently, the Beijing Municipal Administration for Market Regulation also recently imposed top-level penalties on four off-campus training institutions for violating price regulations and false propaganda.

A survey by an academic teacher found that some education and training institutions have switched to live broadcast rooms for marketing, and live broadcast "sales classes" through Didi Taxi and Tmall flagship stores. The new channels have obvious traffic diversion effects and have become a blind spot for supervision.

In the broadcast room of Dida, an online school with millions of fans, anchors still commonly use inductive low-price strategies to attract public attention:

"You are from the first grade Courses for the third year of high school. 8 live classes for 10 yuan, an average of 1.25 yuan! At this price, only people who can’t buy vegetarian meat can buy it. >

Not only that, the "recruitment" method also has new ways to play.

In the past, we brought the old (students) and gathered the new (students) online, but now some online platforms have begun to mow new students.

For example, the “Little Red Book (RED)” APP where Internet celebrities gathered held a recruitment activity for learning experience officers on the highway. The so-called learning experience officers are parents and students. As long as they issue high-level learning attendance cards, they can receive generous gifts.

“In order to attract fans, raise fans, and squeeze fans, I learned a lot of speaking skills to guide my parents.”

If the popular free and low-price marketing is “attracting new customers” , mainly relying on marketing personnel; at the "renewal" stage, the so-called course "teachers" are in front.

Many interviewed teacher "teachers" told academic teachers that full-time, class renewal and retirement rates are important criteria for evaluating teachers in training institutions.

These three rates are like three mountains pressing on the "teacher". If you want to achieve a 100 continuity rate, you can't do it without any strength.

As a parent in Guangzhou, Xiao Hu enrolled his sixth-grade children in the primary school entrance examination class, and was pulled into a group by Teacher Pan, who claimed to be the head teacher. He received calls from Teacher Pan from time to time.

Teacher Pan kindly provided Mr. Hu with various real questions for primary school to junior high school, interpretation of admission policies, and micro lessons for primary school to junior high school for free, and he could answer questions online at any time.

Through a series of emotional foreshadowing, Teacher Pan launched the "Summer New Year Ten Yuan Class" on May 20, an important marketing day. If you sign up on the same day, you can receive the "Sixth Final Sprint Tool Kit" for free. Including "Five-day Dashboard Camp", final exam papers, etc.

“I read various articles about entering a higher school that are shared in the group every day, but the exaggerated grim situation of entering a higher education makes me unable to sleep the closer I get to going to a higher education.

They gave away 0 yuan for the summer class, so I signed up without hesitation.

" Mr. Hu said.

Chen Lin (pseudonym), a teacher who resigned from a well-known training institution in Guangzhou, told academic teachers that the job of front-line teachers is not only to prepare lessons, but also spend a lot of time in various group sharing and lectures , after-school services and other enrollment operations.

The purpose of the parent fan group, which operates under the model of "cutting fans", "raising fans" and "squeezing fans", is to constantly create uneasiness and get parents to contribute money.

She said: “One of the key points is to intimidate parents.

I have learned a lot of speaking skills to guide parents.

For example, when holding parent talks, First, take stock of the past years' admissions. The more severe the situation, the better. The more competitive the situation, the better. The articles usually pushed may look like parenting stories, but they usually combine the backgrounds of Niuwa and Peiyou, with the purpose of guiding parents on how to raise chickens.

Be careful not to let off-campus education institutions mutate into "money-making machines"

The survey results show that "teachers of off-campus training institutions". "Mainly responsible for "selling courses" is a common phenomenon in this industry.

A "teacher" from a training institution in Nanjing said frankly that there is currently no training institution that does not assess these marketing indicators. "Teacher's" performance If the standards are not met, bonuses may be withheld or dismissed.

Experts believe that the biggest consequence of capital entering the field of education and training is the alienation of the industry, which has changed from insufficient complementarity in interest cultivation, talent cultivation, and on-campus education. It has become a "cutting leek" for the whole society and countless families.

Zhang Zhili, chief staff member of the Guangdong Provincial Education Supervision Office, said that the state and government functional departments at all levels should establish an evaluation and monitoring system for the education and training industry and formulate star standards. Level or grade evaluation standards, comprehensive use of economic, legal, administrative and other means, insisting on cultivating people with virtue, following the laws of education, meeting public needs, education and training institutions with educational sentiments are recognized, and only seeking profit

"In the specification While off-campus training institutions are disorderly pursuing profits, they must insist on improving quality and efficiency within the school.

“Xiong Bingqi, deputy director of the 21st Century Education Research Institute, believes that a problem that cannot be ignored is that in the process of reducing the burden on students, the school shirks its educational responsibilities in the name of reducing the burden and requires students to conduct off-campus training on campus. It is said that "there is no food to eat".

School education must strengthen its dominant position, effectively fulfill its educational responsibilities, teach and educate people, improve the quality of education, get rid of the traditional pattern of "increased burdens inside and outside the school", and achieve the purpose of reducing on-campus academic work. A "win-win" goal for the burden of off-campus education.

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