The appearance of Internet and the development of science and technology have changed the traditional business model. Driven by the wave of "internet plus", education also has more imagination space, which has brought about qualitative changes in the industry. During the epidemic period, education management departments at all levels and various schools actively worked out online teaching plans, responding to the call of the Ministry of Education to "suspend classes without stopping studying", and formed various implementation modes such as "course supermarket", "classroom in the air", "IPTV synchronous online classroom" and "webcast classroom", which set off a "practice fever" in which all members of online education participated. Tencent, Ali, Nail and other companies have put forward their own online teaching programs to ensure the implementation of online classrooms from platforms, resources, tools and other aspects, which has set off an "industry boom" in online teaching. For a time, online education became a hot property. The epidemic situation has given online education an opportunity to show itself, so that it can really appear in front of every student and parent and truly become a supplementary way for students to learn. At the same time, it solves the problem that educational institutions cannot carry out offline teaching activities, which further highlights the diversified needs of future education. Similarly, it has been tested by all online users and put forward higher requirements for its platform, courses, teachers, user experience, customer sources and services. This also makes the "OMO" education model attract much attention.
What is the "OMO" education model?
OMO(Online-Merge-Offline) is an industry platform business model formed by online and offline integration. As far as the education industry is concerned, the OMO model integrates online courses with offline education, forming a closed loop of online and offline full-scene teaching, providing children with a high-quality and personalized learning experience. In fact, the concept of OMO was put forward by Kai-Fu Lee, founder and CEO of innovation works. "The future world is about to usher in OMO, which will have a far-reaching impact on the economy and consumer life." . Kai-fu Lee emphasized that the four key factors driving the arrival of OMO era are: the large-scale application of smart phones, smooth payment systems, high-quality and cheap sensors, and the progress of artificial intelligence technology. In these key areas, the development speed of China is quite amazing, and it is expected to take the lead in realizing OMO in the future.
The opening of OMO mode is inseparable from the once popular O2O (online to offline) mode. Online to offline is one-way from online to offline, and its essence is to bring online consumers to real stores to participate in experiential consumption: online payment of offline goods and services, and then offline enjoyment of services. In OMO mode, online and offline are intertwined and guide each other. For example, new retail concepts such as box horse fresh life, super species and Shangchao are typical business models with two-way intertwined traffic. Users shop offline, use electronic payment, and their behaviors are collected online. After gaining experience offline, they can continue to use websites and apps to buy goods and deliver them to their homes. After users become members offline, merchants can recommend and guide online, and then spread and add value through social networks, thus blurring the boundary between online traffic and offline traffic and forming a complete traffic circulation system. Online and offline empower each other, and experiences are intertwined.
The curtain of "OMO mode" in education has already been opened.
According to the relevant "Special Investigation Report on OMO of K- 12 Education and Training Institution", the penetration rate of OMO concept in K- 12 education and training industry has greatly increased, reaching 9 1%. New Oriental and Good Future suspended offline classes, and promised to transfer offline business to online according to the principle of "original class, original class teacher and original class course", which reduced the risk of students' refund. In fact, long before the epidemic, the two giants had quietly started the strategic layout of the OMO model.
65438+1On October 20th, New Oriental said at the Q2 financial report meeting of fiscal year 2020 that New Oriental began to invest in OMO three or four years ago and achieved results last year. This quarter, New Oriental invested 44 million dollars in the OMO ecosystem, and will continue to upgrade the OMO standard classroom teaching system in the future.
On June 65438+1October 2 1 day, it was announced at the Q3 financial report conference in fiscal year 2020 that the online and offline OMO mode was being integrated in the future, and online technology was applied to offline teaching to realize distance teaching for high-quality teachers.
As early as 20 19, many educational companies, including elite education, Puxin education, Xueda education, Han Jing education and Ai Xue Education Group (formerly "Gaosi Education"), have begun to explore the transformation of OMO mode. 20 19 In April, Zhang Xi, CEO of Elite Education, once said, "We will invest 3 billion yuan in the deep integration of online and offline technologies. Of these 3 billion yuan, 2 billion yuan is used for technological upgrading and vigorously promotes the formation of the elite ecological chain OMO. " During the outbreak of elite education, not only the online platform "Elite Online" was launched, but also hundreds of thousands of offline students translated online. At the same time, a number of senior management appointments were announced to comprehensively promote the OMO strategy. On March 6th, it was also announced that it had cooperated with one-meter tutoring before the formal acquisition, and it will be transformed into an online and offline OMO platform as a subsidiary of elite education, and realize online one-on-one teaching through AI, sinking into the third, fourth and fifth grade market.
At the end of May, Xueda Education launched the "double helix" teaching model, which deeply integrated online and offline products, and its essence was also the OMO model. After obtaining the D round of financing, Ai Xue Education Group announced its strategic route for the next five years, adhered to the S2B2C strategic route, focused on the new educational scene of OMO, formed online and offline linkage, and provided high-quality, full-scene and personalized learning experience. Recently, Ai Xue Education Group signed a comprehensive cooperation agreement with Huawei, which will rely on their respective industry advantages and technology accumulation to carry out cooperation and exploration in the fields of 5G, artificial intelligence, big data, Internet of Things, intelligent terminals, etc. * * * to promote the innovation and upgrading of OMO landing products in the field of K- 12 education.
Han Jing Education also announced the landing of OMO mode, using intelligent products such as AI all-in-one machine to open up offline education, online courses, dual-teacher classes and other data. Offline, its future campus adopts AI intelligent learning machine, and online content is managed by the campus, which can not only control the opening hours, but also control the learning content and limit some entertainment and leisure content. Students can use AI machines and teaching application tools on the platform to listen to offline teachers; Teachers can use the teaching and research content in the cloud to improve the teaching quality while teaching online and offline. In terms of real-time feedback, the whole learning process is controlled by the education cloud background. Schools can not only monitor students' learning and homework in real time through the background, but also parents can watch students' classes remotely and follow up their learning effects.
OMO teaching mode is an innovative way to explore future education.
The strategies of several major educational institutions all reflect that the OMO model has begun to become the focus of traditional education industry.
Under the situation that the stock market of the education industry is close to saturation and the competition is increasingly fierce, pure online or pure offline can no longer meet the needs of users. For example, pure online users have low stickiness, while offline stores have high expansion costs and are difficult to obtain customers. How to do incremental operation well is the same problem faced by online and offline teaching and training institutions. Some teaching and training institutions are exploring the operational level of OMO model, making front-end customers through community operation and social media fission, or doing some online diversion courses to improve brand conversion rate. On the other hand, some online education companies are also exploring from pure online to OMO mode, attracting offline users through various technical means such as AI courses and dual-teacher courses, or increasing the frequency and scenarios of offline services to explore the sinking market.
With the continuous development of cognitive science, brain science and information technology, learners' learning styles are also changing. Future interactions will not only occur among learners, teachers and students, but also include high technologies such as artificial intelligence, artificial intelligence, 5G, big data and cloud computing. In the future, it will become a tool for teaching, scientific research, enrollment and educational services, helping all subjects and objects in the education industry to reconstruct the user experience. In terms of obtaining customers, students and parents who choose online education can experience online signing and communicate with teachers face to face from time to time; In teaching, teachers can arrange and combine online and offline courses according to students' individual characteristics. Irregular offline teacher-student meetings and lectures can also increase the density of close relatives, improve stickiness and teaching effect. In this way, online self-study and irregular offline meetings and exchanges provide students and parents with different experiences. OMO's online and offline integrated teaching mode provides a full-scene, personalized learning experience. At the same time, innovatively combine the elements of online and offline educational scenes to realize the distribution and supply of high-quality educational resources. In a great sense, this is an innovative means to help educational institutions realize smart teaching, which can expand the scope of services and provide users with more diversified new choices.
The arrival of this epidemic has boosted the accelerated development of OMO in the education industry, and enabled more educational institutions, parents and students to see the different experiences brought by online and offline integration. The future of education is full of infinite possibilities, and OMO's "upsurge" is also an innovative way to explore future education. It requires educational institutions not to blindly follow the trend, but to find their own positioning, how to break through the online and offline barriers through data and technical capabilities in the teaching scene that suits them, and truly interweave and integrate with each other under the premise of giving full play to their respective effectiveness, and realize high-quality content and perfect service system!
Original text:
An expert in educational finance research, technology promotes educational reform. Why is the "OMO" model of education "so hot"?