is very different from many business tycoons, such as Jack Ma , Liu Qiangdong , Huang Zheng , etc., which fade out of the companies they founded one after another, is that the bosses, founders and even executives of the education industry do not seem to have left the market. Even in the year after the " double reduction ", many of them still stick to their own industries and positions.
This is a bit incredible. Didn’t this industry be over? Why do people not want to enter new fields?
This article will try to explain the root cause of this phenomenon to you.
When we see that New Oriental , who is already 62 years old, founded Yu Minhong is still working hard to broadcast live in the "Oriental Selection" live broadcast room, we can't imagine that this is a "simple" listed company boss worth billions of dollars - even in his own company's live broadcast room, he doesn't seem outstanding, whether it is appearance or eloquence. However, through the respect of everyone's words and deeds, including the newly promoted live streaming big V Dong Yuhui, his personal charm can be seen.
However, the question of "Liang Po is old, can you still have a meal?" still fills the entire live broadcast room - or the entire New Oriental.
Although New Oriental's transformation seems to have been successful on the surface, in the end, for capital operations, it still depends on the results. In other words, whether New Oriental can reshape its former glory is definitely not simply a look at the popularity of the live broadcast room, but a wait for its financial report this year.
No one is more realistic than the data, just like the once "double reduction" policy was released, and the stock price of New Oriental instantly evaporated by more than 80%. We believe that New Oriental's financial report will give everyone an answer soon.
At the same time, New Oriental does not seem to have given up its special skills - the education industry.
·On October 8, 2022, Chengdu Qingyang District New Oriental Xingyuan Cultural Education and Training School Co., Ltd. was established. The legal representative is Sun Jixin, with a registered capital of RMB 500,000. The business scope includes for-profit private training service institutions engaged in language ability training (except subject and language cultural education and training for primary and secondary school students and preschool children). Shareholder information shows that the company is wholly owned by New Oriental Education Technology Group Co., Ltd. .
·Recently, at least two New Oriental people revealed to the outside world that New Oriental is accelerating the formation of a team to deploy learning-related smart hardware. This business will be included in a subsidiary established by New Oriental in 2014 - Leci Network Technology (Beijing) Co., Ltd.
·Recently, Beijing Zhihe Oriental Technology Co., Ltd. was established, with the legal representative Shao Yichen, with a registered capital of RMB 1 million, and its business scope includes computer system services; software development; education consulting services (excluding education and training activities involving licensing approval); enterprise management consulting; retail wholesale of stationery supplies; retail wholesale of clothing and apparel, etc. The equity penetration diagram shows that the company is wholly owned by Beijing Zhihe Oriental Education Technology Co., Ltd., which is a wholly owned subsidiary of New Oriental Education Technology Group Co., Ltd.
·On March 30, 2022, Tibet Layout Future Technology Co., Ltd. was established with a registered capital of RMB 1 million. The legal representative is Hu Yuanyuan. The business scope includes electronic product sales; online cultural operations; radio and television program production and operation; Internet information services, etc. The equity penetration chart shows that the company is indirectly wholly owned by New Oriental Education Technology Group Co., Ltd.
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It can be seen that New Oriental did not stop. On the contrary, perhaps it was precisely because of the influence and inspiration of the "double reduction" that New Oriental's pace has become more stable and comprehensive. I expect that in the near future, you will be able to see a new "New Oriental" with a more comprehensive, huge and amazing influence - just like the former "New Oriental Education" surpassing "Oriental Education", the updated "New Oriental" may also surpass the current "New Oriental".
Not long ago, a text message sent by New Oriental to resigned employees became popular. It is said that many employees who have worked in New Oriental have received job invitations from New Oriental, inviting them to return to New Oriental to "re-employment".The invitation to this position is called "Homework Program", and traces can still be found on the "New Oriental Alumni Classroom" mini program.
job invitation poster shows that the positions open to old employees this time include anchors, high school full-time project director , sales operation manager and brand public relations, all of which are in Beijing, and the end of the poster also states that more positions will be opened in the future.
"The main reasons for New Oriental invites old employees to return to re-employed this time are two main reasons: First, after the 'double reduction', New Oriental found its business direction again. Recalling old employees is also a reserve of talents for the future business trend, which is also a signal to the market for business restart; Second, practicing New Oriental's culture, New Oriental and Yu Minhong have always been well-known with their "feeling" company image. Recalling old employees is also a reflection of New Oriental's culture, and it is also a cultural baptism for all employees. Its demonstration role is a good reputation publicity for the future business development of New Oriental."
But what is actually?
Various recruitment platforms show that recruitment of discipline institutions has not disappeared. On the contrary, there are still some signs of rebirth.
. All New Oriental campuses are also increasing their promotion of their transformation of quality education projects, but the hidden homework hosting, English drama, mathematical thinking, bilingual reading, etc. still make people think a lot.
Maybe, subject training will make a comeback?
So, thinking about New Oriental's "Hounting Plan" seems to be able to find some fit.
New Oriental is not an isolated case.
Similarly, we can find a lot of recruitment information about talents in the education and training industry on various recruitment platforms, but the recruitment position names of many institutions have been changed and become " Family Education Instructor ".
Some institutions recruit "family education instructors" to carry out training activities for primary and secondary school students under the banner of high salaries. To this end, the Ministry of Education's Off-campus Education and Training Supervision Department, the Ministry of Human Resources and Social Security Vocational Capacity Building Department, and the All-China Women's Federation Family and Children's Work Department jointly reminds:
Family education guidance is to provide services for the parents or other guardians of minors, focusing on promoting correct family education knowledge and helping parents master scientific family education concepts and methods; "family education instructors" do not meet the relevant qualification requirements of the "Regulations on the Management of Practitioners of Off-campus Training Institutions (Trial)" and cannot be recruited for teaching and teaching and research personnel for off-campus training institutions for primary and secondary school students; the target of family education guidance services is adults, and carrying out various training activities for primary and secondary school students in the name of "family education guidance", which is a violation.
Therefore, "there are policies at the top and countermeasures at the bottom", the regulatory authorities have actually put forward many requirements and norms since the "double reduction". However, when these requirements are implemented at the actual implementation level, they are all invisibly eliminated.
. The reason for this is naturally self-evident.
So, next, I don’t know what other ways will be used, but overall, the existence of the teaching and training form is an indisputable fact.
Why are the teachers and trainers unwilling to leave and are willing to stay around tutoring?
In many previous articles, I have analyzed it in detail. To put it simply, that is:
1. Once practitioners in this industry cross-border to engage in other industries, they will definitely encounter huge discomforts. This discomfort can no longer be comforted by "bounce out of the comfort zone"!
2. This industry will exist in various forms in the short term, and it will not be easily fully regulated.
3. At present, as long as "non-profit institutions" are allowed to exist, then "profit institutions" will coexist. As for the reasons, it is very complicated, but it still cannot get rid of the essential logic of business - where there is profit, there will definitely be non-compliant forms of existence.
4. At present, the "double reduction" has not been solved, or the problems of parents, students and schools have been completely solved. As long as the source and end point are not solved, the control in the process will be full of difficulties.
5. The return of practitioners and the search for demanders complement each other. The reason for the lack of supervision is that the education authorities do lack more effective support, whether it is manpower, financial resources or awareness means, which takes longer.
So, what I would rather say, or tell those who teach and train people is: If it really doesn't work, then come back.
[About the editor]
"The Elf Tiger has something to say" - Post-80s, an analyst in the field of business economic management, dedicated to commercial operation and management, loves writing, multi-platform creators, has more than ten practical business mature cases, has his own physical business aspirations and practical institutions, attaches importance to business but is not burdened by business.
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