秋季，中小机构逆袭大机构1元课的机会来了！

Marketer 发表于 2016-7-21 22:17:51

<div><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">已进入暑期招生季，很多校长经常问我一个问题——大机构靠入口免费班疯狂招生，小机构怎么办？今天就聊一下这个话题。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">注：在本文，我们把各个机构针对新初一和新高一的“0元班”、“1元班”、“10元班”、“50元班”等统称为入口免费班。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"><section label="powered by 135editor.com" style="max-width: 100%; color: rgb(62, 62, 62); font-size: 16px; line-height: 25.6px; font-family: 微软雅黑; box-sizing: border-box !important;"><section data-id="24" style="max-width: 100%; box-sizing: border-box; border: 0px;"><section style="margin: 3px auto; padding: 15px; max-width: 100%; box-sizing: border-box; border: 2px solid rgb(240, 240, 240); line-height: 24px; box-shadow: rgb(170, 170, 170) 0px 0px 3px;">目录入口免费班进化史 小机构如何应对1对1机构应对低价课策略脑洞：后入口免费班时代</section></section></section><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <blockquote data-mce-style="margin: 5px 0px 0px; padding: 10px; max-width: 100%; orphans: 2; widows: 2; line-height: 25px; font-family: arial, helvetica, sans-serif; text-shadow: #225f87 0px 1px 0px; color: #ffffff; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; box-shadow: #999999 2px 2px 4px; border-left-width: 10px; border-left-style: solid; border-left-color: #fdd000; background-color: #373939; word-wrap: break-word !important;" style="margin-top: 5px; padding: 10px; max-width: 100%; border-left-width: 10px; border-left-style: solid; border-left-color: rgb(0, 173, 255); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; border-radius: 4px; color: rgb(255, 255, 255); box-shadow: rgb(153, 153, 153) 2px 2px 4px; text-shadow: rgb(34, 95, 135) 0px 1px 0px; box-sizing: border-box !important; background-color: rgb(55, 57, 57);">入口免费班进化史</blockquote><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">入口免费班并不是什么新事物。2010年，当时在北京初中市场处于弱势地位的新东方优能就开始推行新初一数学免费班，并以此为噱头，提高新初一学生数量。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">免费班全面爆发是在2015年，在一片欢乐祥和中，以辅导中学竞赛出身的高思突然杀出，宣布新初一、新高一的暑期课程全面免费。这步棋走出来，引得新东方学而思及一众小机构不得不全面免费跟进迎敌。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">结果自然是“搅局者”高思大大吃到了甜头，新东方学而思反应还算够快，虽无重大突破，但确保城门不失。只是苦了一众小机构，本来每年还能在巨头后面喝点汤，2015年连汤都没有喝到几口。 <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">2015年北京教育市场的乱战引发了业内大量关注和讨论，这套方法论也被大家看透。今年年初，北京三大机构新东方、高思和学而思就相继宣布入口免费计划，并开始招生工作；地方机构的类似计划也纷纷出台。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">我所在的四线城市，在地推时如果你没有免费班都不好意思和家长说话。 <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">可以说，免费班的大规模推行加速了整个行业的进化，很多城市迅速进入淘汰期，少数有实力的大机构间的垄断竞争将成为常态，小机构和新机构的机会将越来越少。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <blockquote data-mce-style="margin: 5px 0px 0px; padding: 10px; max-width: 100%; orphans: 2; widows: 2; line-height: 25px; font-family: arial, helvetica, sans-serif; text-shadow: #225f87 0px 1px 0px; color: #ffffff; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; box-shadow: #999999 2px 2px 4px; border-left-width: 10px; border-left-style: solid; border-left-color: #fdd000; background-color: #373939; word-wrap: break-word !important;" style="margin-top: 5px; padding: 10px; max-width: 100%; border-left-width: 10px; border-left-style: solid; border-left-color: rgb(0, 173, 255); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; border-radius: 4px; color: rgb(255, 255, 255); box-shadow: rgb(153, 153, 153) 2px 2px 4px; text-shadow: rgb(34, 95, 135) 0px 1px 0px; box-sizing: border-box !important; background-color: rgb(55, 57, 57);">小机构如何应对</blockquote><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">面对大机构在入口班疯狂招生，我们面对的首要问题就是：小机构要不要跟进做免费班？<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">我们先分析下近年来免费班的受益者新东方、高思和学而思的特点。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">在做免费班前，新东方的影响力主要在于大学生及留学群体，高思的影响力主要在于中学竞赛学生群体，而他们觊觎的中学同步辅导市场主要是傲慢的学而思的自留地。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">他们共同的特点有：<ol class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">虽然中学业务较弱，但在社会上品牌形象较好——新东方自不必说，高思在竞赛学生培养方面的成绩也是杠杠的，这会给家长“虽然他没做过中学，但是肯定也能做好”的感觉；</li><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">市场能力不差，即使不是强项，也绝对不废物。免费是免费了，你得喊出去让家长听到才行；</li><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">并非匆忙应战，而是经过精细计划——新东方2015年前就有5年的数学免费班运营经验，而高思这个“搅局者”提前一年就开始筹备，当然势在必得。</li></ol><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">总结一下，新东方、高思和学而思因其均具有较好的品牌形象、较强的市场能力和较充分的准备而在入口班招生中出尽了风头:<ul class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">较好的品牌形象让他们在亮出免费牌时不至于被家长怀疑为骗人或低质；</li><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">较强的市场能力能让自己的声音迅速扩大，避免对手快速学习反超自己；</li><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">较充分的准备能让机构顶住因免费大量涌入的学生的压力，让家长和学员能享受到低价高质的教学产品和服务。</li></ul><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">通过上述分析我们可以得到结论，有能力、有动力去做“免费班”的，往往是那些有一定影响力和学生基础的、想扩充产品线的机构，如英语机构想做数学，或小学机构想做中学了。如果特别小的或刚入行的新机构，即使做了免费课效果也很差。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <blockquote style="padding-left: 10px; max-width: 100%; border-left-width: 3px; border-left-style: solid; border-left-color: rgb(219, 219, 219); color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;">但是各位小机构的同行也不必过多忧心，毕竟免费班也仅仅是一种策略，而不能成为战略。短期内它能改变战争走向，但最终决定战争胜败的还是各自的硬实力——机构的教学和服务。 </blockquote><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">诚然，大机构的品牌影响力、市场能力和财力都是小机构无法比肩的，但小机构的教学和服务并不一定比大机构差，而且认真的话应该做的更好！！！<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">毕竟大机构的扩张期吸纳了大量的新老师，教学质量很难完全保证，而且服务方面，在庞大的层级中高层下达的指令往往被大打折扣，基层老师的执行力也参差不齐。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">那么，教学和服务做得好的小机构机会在哪呢？<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">答案：秋季！<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">入口年级的学生确实几乎被大机构抢光了，但是不能忽略的一点是免费班的续班率其实并不高。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">说白了免费班无非是提供了更长的试听，还绝对不算真正的获得了这个学生。据统计，很多机构免费班只能做到百分之十几的续班率，超过30%就算及格，超过50%绝对算优秀了。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">我认为免费班如此低的续班率主要有两个原因:<ol class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">免费班涌进来学生较多，老师再努力，服务质量也是不如平常的收费班的。</li><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">学生心态很有问题，当一个东西得来没有什么成本的时候，大家就不会好好珍惜，所以学生的听课效率也相对低一点，评价相对差一点。 </li></ol><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">所以，当大机构秋季免费班正常收费以后，大量之前属于你机构的学生和家长会进行对比评价，看两个机构的教学和服务哪个更好，此时，如果你之前给学生做得教学和服务到位的话，我想学生和家长占完大机构暑假便宜还会回到你机构继续学秋季的。（有低年级学生的机构）<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">但是，并不是说小机构不用做免费班。尤其是当“免费”概念深入人心的时候，做不做其实不是你说了算的，但是在心态上：要认识到小机构的免费班应该是防御性质的——不求招来多少新学员，只求不让自己的学员流失到其他机构。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <blockquote data-mce-style="margin: 5px 0px 0px; padding: 10px; max-width: 100%; orphans: 2; widows: 2; line-height: 25px; font-family: arial, helvetica, sans-serif; text-shadow: #225f87 0px 1px 0px; color: #ffffff; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; box-shadow: #999999 2px 2px 4px; border-left-width: 10px; border-left-style: solid; border-left-color: #fdd000; background-color: #373939; word-wrap: break-word !important;" style="margin-top: 5px; padding: 10px; max-width: 100%; border-left-width: 10px; border-left-style: solid; border-left-color: rgb(0, 173, 255); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; border-radius: 4px; color: rgb(255, 255, 255); box-shadow: rgb(153, 153, 153) 2px 2px 4px; text-shadow: rgb(34, 95, 135) 0px 1px 0px; box-sizing: border-box !important; background-color: rgb(55, 57, 57);">1对1机构应对低价课策略</blockquote><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">那么一对一机构该如何应对入口年级的暑假低价课？<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">答案：不应对！<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">新东方、学而思、高思今年已经在北京开始一对一入口策略，以正常学费的三折左右价格进行入口年级招生，引发了一对一行业的新一轮恐慌。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">我想这大可不必。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">因为一对一的刚需期并不在入口年级，而在毕业年级，所以，相对于免费班，入口年级的一对一低价招生效果肯定是要打折扣的，学费正常后的续班率也值得考虑。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">而且一对一行业生源淡旺季非常明显，这和机构老师相对稳定的人数是矛盾的。所以一般即使大机构招生能力再强，当旺季来临的时候，他们也很难把学生全部消化，还是有很大一部分学生流入小机构，所以完全不必担心一对一行业的垄断问题，这是不可能的。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <blockquote data-mce-style="margin: 5px 0px 0px; padding: 10px; max-width: 100%; orphans: 2; widows: 2; line-height: 25px; font-family: arial, helvetica, sans-serif; text-shadow: #225f87 0px 1px 0px; color: #ffffff; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; box-shadow: #999999 2px 2px 4px; border-left-width: 10px; border-left-style: solid; border-left-color: #fdd000; background-color: #373939; word-wrap: break-word !important;" style="margin-top: 5px; padding: 10px; max-width: 100%; border-left-width: 10px; border-left-style: solid; border-left-color: rgb(0, 173, 255); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; border-radius: 4px; color: rgb(255, 255, 255); box-shadow: rgb(153, 153, 153) 2px 2px 4px; text-shadow: rgb(34, 95, 135) 0px 1px 0px; box-sizing: border-box !important; background-color: rgb(55, 57, 57);">脑洞：后入口免费班时代</blockquote><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">最后我们脑洞一下：入口免费班是免费策略的终结者吗？小机构挨过这一刀还有下一刀吗？<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">答案：肯定有。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">我们看一下教培行业的免费史：免费试听——n节体验课——高分学员免费——全体学员免费一科——入口年级暑期全科免费。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">当一个免费策略被大家学会，更有实力的机构就会挑起更大幅度的免费计划，以此扩大自己的流量进入和留存。而且，对于连锁教育机构来说，“东边日出西边雨”，拿了A市挣的钱去持续补贴B市的免费课亏空，真的会让本地小机构欲哭无泪。比如，当学而思号称要拿出2亿去打透成都市场，本土的机构还能做什么？<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">当年杀毒软件群雄争霸，360也并非技术很强，很多杀毒软件公司根本不相信免费会起到良好的效果，结果360却一统江湖了，这不得不引起我们深思。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">如果某一天当一个机构真的采用了类似360的模式，把某些学科某些年级的利润全交出来使得另外一些学科和年级获取更大的用户量，并通过足够的口碑和影响力和超凡的性价比留住了用户，这仗还怎么打？<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">之前文章我们已经提到过上述思路，通过最近我的行业观察，会发现已经有一些模式在朝这个目标靠近。比如：<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <ul class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">新东方狂推私播课，学而思大力做线上，会不会有一天线下课程完全变为免费体验课而仅依赖线上课程盈利？</li><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">高思面向中小机构全面开放教研和教学的“爱学习”教学平台势头越来越猛，未来高思北京线下学校会不会成为“爱学习”的活广告和推广体验中心？</li><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">教育地产的概念越来越旺，房地产商跨界到教育已不是新闻，教育机构扩张转型打造“教育综合体”也并非难事。教培机构带来的大量人流本身就有巨大的价值，当大型教培机构开始打造集教育核心，教学服务以及商业配套的“教育综合体”，掌握了黄金位置的 “闯入者”们一旦找到巨大人流的变现途径，学费收入就不再是必须的，这会不会给传统行业从业者带来巨大的压力？</li></ul><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="padding: 5px 15px; max-width: 100%; clear: both; min-height: 1em; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; border-radius: 5px 5px 0px 0px; border: 0px; text-align: center; color: rgb(255, 255, 255); line-height: 2em; font-weight: bold; box-sizing: border-box !important; background-color: rgb(70, 118, 217);">CK47 说<blockquote class="" style="padding: 10px 15px 20px; max-width: 100%; border: 1px solid rgb(70, 118, 217); color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; border-radius: 0px 0px 5px 5px; box-sizing: border-box !important;">总的来说，面对大机构的免费班轰炸：有升班学生基础的小机构可以跟进做免费班（防御性策略），防止自己的老学员流失走。没有升班学员基础的小机构，不建议再去搞很难见效果的免费班、和大机构抢入口班学员，踏踏实实练好内功，留住大机构每季流失下来的学生（大机构平均每季续班率也就60%~80%），发力非入口年级学员（尤其是毕业年级学生补课的刚需）则更加明智。</blockquote></div><div> </div><div>来源：校长运营圈作者：CK47 微信号：yaohaotixy</div><div> </div>

页: [1]

教育圈的市场人 市场人的社交圈's Archiver

秋季，中小机构逆袭大机构1元课的机会来了！

教育圈的市场人市场人的社交圈's Archiver