Business Guide: A 6-year-old education and training institution, 100,000 students have been remodeled here. The “bases†are spread all over the country. Facing the domestic education institutions, what is the secret of this company?
[Business Merchants Network / Lei Zubo]
The education of children seems to be the "lifeline" of parents. As a result, various educational and training institutions that were derived from the market took off instantly. Some of their companies have developed towards education groups, some have already played in the capital market, and some have not been able to break free of the mud, but most of them are in dire straits.
On February 7th, 2015, a “Community Love, Chinese Dream†Family Education Summit Forum will be held at Tsinghua University, and “I am a habitual endorsement, a plan for 100 million people†will be launched to set off a “good habit cultivationâ€.
In this field, we have been observing that in 2011, Business World had in-depth interviews with New Oriental founder Yu Minhong and boarded the "business star." At the same time, five years ago, we chose another institution. This company has been established for six years. We have witnessed their growth and more than 100,000 students have been remodeled. This institution is called Beijing Zhixin Beyond Education Co., Ltd. (hereinafter referred to as Zhixin Beyond). In the face of many competitors in the competition, what is the secret of their uniqueness?
Call back lost children
We traced the time back to 3 years ago.
As usual, Hao Xinran made lunch on time and waited for the light to come back. In order to take care of her son's senior high school entrance examination, she rented this small tile house, close to Zhaohe Yizhong, Mengzhou City, with an area of ​​less than 40 square meters and a monthly rent of 80 yuan. After more than 10 days, my son will step into the entrance examination.
The goal of Guangming is to enter the best middle school in Mengzhou City. This is a family that did not dare to think about it three years ago. Recalling his son's past, Hao Xinran burst into tears, it was a period of unbearable look back.
"In the fifth grade of elementary school, Guangming was almost expelled from the school!" In school, his son has a nickname: Ghosts, not only the bottom of the score (the last one of the 62), but also a violent personality, often hitting the classmates because of trivial matters. At least 2 days in class 5 days a week.
For a poor rural family, reading is the only way to change your destiny. If the only way out is blocked, does it mean that the child’s future is ruined?
The son’s rebellion, the husband’s indifference, the neighbor’s disdain, and the mother’s heart have been soaked in tears. The husband has been out of the car for a long time. He basically has no good face when he goes home, or he complains that his wife has not educated the children, or he has not heard about it for a long time.
"This home is really almost finished..." Hao Xinran stunned, and a string of tears slipped down his cheeks. At that time, she did not expect her son to save the family.
"Brightness can change, thanks to Zhixin beyond!" Behind the bright future, it is the bitterness and strength of my mother. Because of the birth of a younger brother, the family was poor, the first training of 1,800 yuan, so that my mother broke his brain. East Norse is only 800 yuan, but also 1,000 yuan to find someone to borrow, so the couple also played a game.
However, in the training class, Guangming did not buy it. The teacher started from the usual hobbies and found that his memory was good. He cultivated his quick memory and quickly remembered 50 irregular numbers through “code-recognitionâ€. Interest is gradually motivated, and after the habit is cultivated, the learning method is taught.
Eight days after the training, the trip went back to the house, and the mother found that the child had changed. Not only is she particularly enthusiastic about learning, but she also begins to be considerate of her parents, wash her feet and water, and take the initiative to take care of housework. Since then, my mother has not been washed once.
When learning becomes an interest, there will be no more obstacles. This is the "good habit education" that Zhixin transcends. In the second summer vacation, Xing Guangming once again participated in Zhixin to surpass Tsinghua Summer Camp. This time, the "mind map" taught by the teacher came in handy. His analytical memory ability has once again advanced by leaps and bounds. The comprehensive score has leapt to the top ten in the whole school, and the chemistry is the first in the whole year.
Three years later, on January 15th, when I contacted the bright mother again, I asked about the current situation. Hao Xinran, at the other end of the phone, told me that "the son is now admitted to the pilot by a certain army!" She is not yet Forget to mention that we still remember to care about her children.
It's just that it's all because of a habit.
"habit" gene
In reality, she is known as the "goddess" - Yu Jiahui
She has the same learning habits as “Godâ€. From basic education to higher education, she is a famous “lazy student†who seems to be playing every day, but she has always been a famous “study tyrant†in the education circle. Jumping to the fourth grade, 15 years old admitted to Peking University, 23 years old became a postdoc.
She has the same ability to resolve "problem teenagers" as "God". From the extracurricular tutors in college days to the "problem teenagers" encountered in real education, there are hundreds of people. The typical "high school entrance miracle" cases are: For a girl who gave up the college entrance examination for love, she successfully broke through the psychological bottleneck under her "magic agreement", three years from the two college students who gave up the college entrance examination, and finally created the miracle of entering a college in Nankai University; The girl who was called "neuropathy" by parents and teachers and who wanted to learn Korean drama after the college entrance examination to commit suicide by white sails, was successfully recruited by the Chinese Department of Fudan University under the help of her "Cap Hat Project"!
She has the same "God" to resolve the parents and the school's special ability to "early love". Her speech "Where is your book read, where is your lover waiting for you" has won thousands of parents, teachers, classmates applause;
......
At first, some people thought that "intellectual transcendence" used such illusions as the supernormal memory, which made the illusion of genius. And that's not the case.
Qi Jun, founder and general manager of Zhixin Beyond Education, is also one of the developers of the “good habit†education system. In the early years, he saw that his daughter and his classmates had little difference in IQ, but the difference in performance was not small. Careful research found that the problems stem from the attitudes and habits of learning. Yan Jun also sent his daughter to several remedial classes. During the study period, it did play some role, but it quickly lost its effect. Just as he struggled to explore how to cultivate his daughter's study habits, in an educational forum, he spent many years as an expert in brain thinking research and intensive training - Wen Huan. Wen Huan comes from a family of educators. She advocates the idea that as long as the child discovers that he can learn well, he will develop a habit of conscious learning. To let the child discover that he can learn well in a short period of time, he needs to stimulate his potential.
The squadron visited the famous teachers and the college entrance examination champions, and compiled twelve sets of methods to stimulate their potential. In 2008, "Zhixin Beyond" landed at Tsinghua University.
With the establishment of Zhixin Beyond, the squadron has entered the highly competitive youth education market, focusing on “do not talk about a problem, and quickly achieve resultsâ€. Different from the traditional exam-oriented education, it focuses on cultivating the improvement of children’s learning methods and the formation of good habits. The three major curriculum systems of “inspired by interest, mental development, and habitual development†solve the learning problems of children aged 8-18 from the root cause.
Initially, "Intellectual Excellence" was only a public welfare speech. After seeing the children train for an hour or two, they can remember many disorganized figures. Parents hope to give the children to the army. During the winter vacation, “Zhixin Beyond†enrolled dozens of students.
On the first day of class, there was no traditional teaching, but the children were asked to talk about their interests. If you want to be a scientist, he will talk about how important it is to learn mathematics. If you want to travel around the world, you will say that learning a foreign language will be unimpeded. For those who love watching TV, he will say that Chinese is good enough to write a fascinating script. Next, he began to teach his children the skills of remembering words, ancient texts and quick algorithms. The twelve methods went on.
These methods are completely different from what the teacher in the class said, encouraging children to start thinking about things they like. In this way, not only can you remember the knowledge that can't be remembered in peace, but you can also get praise and confidence, and the children's interest will soon be stimulated. Next, Qi Jun moved out of the Disciples Rules. The first thing every day is to let the children know more about what the good children should be than to memorize and understand.
On the last two days of the training, the army will ask students to write letters to their parents, write their ambitions, plans and daily behaviors, and ask their parents to urge them. Some children are very naughty and will write about their parents' requirements as "conditions". Yan Fan asked his parents not to beat him within a month. Within half a year of the end of the training, the army will also make several phone calls back.
The feedback came back: In the following semester, most of the children's grades have made great progress. These are all in the expectation of the army, the child's sunshine is up, can the academic performance not rise?
More and more parents are looking for him. In the winter vacation, he took two students, and many of them came from other places. In the summer of 2009, 4 trainings recruited more than 200 people, and the army and his "Intelligence beyond" fire!
When training meets the chain
Market demand is indeed great, but how easy is it to seize this market?
To ensure quality, you can't teach in large classes and you need a larger team of teachers. However, student training is concentrated on two holidays, if the number of teams is too large, it will be "not enough" outside the winter and summer vacations. The most urgent problem to be solved is that students have risen geometrically, and one-on-one telephone calls are no longer possible. What methods are used to urge the children to stick to the habits they have developed?
Despite having good products and models, it can really make Zhixin go beyond “going out†and achieve great success. In addition to Zhixin’s team that surpasses efficient combat, there are two groups of people who play a vital role.
The first group of people were experts and professors from the nationally renowned education experts Guan Hongyu and Tsinghua University. It is their authoritative recognition that makes the new habitual cultivation model of Zhixin beyond the real attention and attention of the education community. Tsinghua University freshmen instructor Jiang Xinguan, English professor Jiang Longguo, and mathematics professor Lin Yuanlie, in order to spread the habitual development model to more schools and families, these old professors will always attend every major event, with parents and teachers. Share your education experience in person.
The second group of people is Zhixin, a franchisee that has surpassed all parts of the country. Since Zhixin has surpassed the business model of direct operation and franchion, how to quickly replicate and establish a standardized business model in the country, in addition to relying on the standardization system established over the years, Zhixin has played a key role in the school's principals.
Zhu Tianqi, president of Xuzhou Branch, earned 1 million in one summer vacation; Zhixin surpassed Zhejiang Shaoxing President Cui Liu to create a miracle through the parent club, and recruited 36 students without opening the meeting.
Not only do they earn a lot of money, but they also benefit the folks. This is a respected way of making money. Many franchisees engaged in other education and training have thrown olive branches to the army. In the summer of 2010, “Zhixin Beyond†set off a good habit of middle school and primary school students to develop a special training storm, which swept from Tsinghua University to the whole country. Immediate training results, fast and generous joining returns, "Zhixin beyond" every time a city is landed, it quickly occupied the market.
After determining the franchise model, the squadron put more energy into the curriculum development and reproducibility, which is now the "good habit" curriculum system. In the past few years, he has enriched the experience of American, British psychology, memory, brain development and pedagogical experts with the characteristics of Chinese children into his curriculum system, and created the "fishing theory" of good habits. On the other hand, an adult training course with a branch school teacher is set up, which aims to make the branch school training achieve the same effect as the headquarters training.
Since 2011, the headquarters has taken the initiative to undertake a large amount of investment in marketing to share the profit risk of franchisees. The public welfare training tailored to attract students has become more "killing" after repeated tempering. Those who have listened to 3 hours of public welfare training truly show the potential of the brain, and let parents recognize the importance of “children's thinking research and intensive training†to improve students' performance and develop good habits.
For the franchisees, Qi Jun is from the observation class preparation to the invitation of parents and students, from on-site display to follow-up training tracking, supported by the headquarters lecturer team.
On March 13, 2013, Guan Hongyu, head of the 12th Five-Year "Good Habits Education" team, authorized Zhixin to surpass the National Research and Practice Base for the 12th Five-Year Key Project "Cultivate Education", August 22, following 2012 After China’s Best Business Model Summit was awarded the “Star of the Futureâ€, Zhixin’s beyond education and training once again won the “Top Ten Innovative Product Service Classes of the Yearâ€.
This habit-cultivation education of "according to the habit of learning" is sweeping the education sector. On February 7, 2015, the "Customs, China Dreams" forum, the 6-year research result "Customary Collection" will be held. . Will launch the "I am a customary endorsement, billion people plan" set off a "good habits to develop" landing frenzy, become attached to more people with lofty ideals to participate in the "children's healthy growth" in the field of education, together "seriously implement the relationship with hundreds of millions of families The people's heart project of interest."
As of the end of 2014, Zhixin Beyond has reshaped more than 100,000 students, and they have changed their habits with “habitsâ€.
In 2014, when the O2O model became popular, Zhixin Beyond had already taken the lead and combined Zhixin with online and offline. However, the O2O model is still in the exploration stage for Zhixin.
Also at this stall, Ma Yun at the Wuzhen World Internet Conference, he said: "The opportunity after ten years is what trouble you will encounter, if you know it will be prepared. The biggest trouble after ten years is health and happiness, So we invest in education, sports, and medical care. Suppose we start preparing today and solve social problems ten years later, but also our opportunities."
Zhixin beyond project details: http://vip.sj998.com/30858/
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