近日,VIPKID旗下大班课业务正式升级为“大米网校”,并获得腾讯、红杉中国、黑马纵横等机构的8000万美元A轮融资,成为2020年K12教育领域首例融资案例。据悉,大米网校是专门聚焦中国小学生的在线直播课,其英语课和数学课也在寒假期间正式对外招生。

Recently, VIPKID's large class business was officially upgraded to \"rice online school,\" and received $80 million in round A financing from Tencent, Sequoia China, Black Horse and other institutions, becoming the first financing case in K12 education in 2020. It is reported that rice online school is a special focus on Chinese primary school students live online classes, its English and math classes are also officially enrolled during the winter vacation.

除了价格亲民,大米网校最新寒春班推出了“诺曼底计划”:学费交多少,家长说了算,也就是孩子每完成一节课,家长可根据孩子学习效果决定课程金额。

In addition to the price of the people, rice school's latest cold spring class launched the \"normandy plan \": how much to pay, parents say, that is, every child completed a class, parents can determine the amount of the course according to the results of their children.

这和当年VIPKID的策略如出一辙。早期,在1对1这个赛道,VIPKID也曾推出类似颠覆性举措——免费试学期政策,即首月12节课,家长如不满意可全额退款。免费试学期极大冲击了当时教育市场形成已久的玩法。如今,曾经的搅局者又来到了1对多的大班课赛道,还是熟悉的味道。

This is the same as the vipkid strategy of the year. In the early days, on the 1-to-1 track, VIPKID introduced a similar disruptive initiative - a free trial term policy of 12 classes in the first month - and a full refund for parents who were not satisfied. The free trial term hit the education market for a long time. Now, the one-time spoiler has come to the one-to-many big class circuit, or familiar taste.

今年的在线教育有一个很重要的变化:双师直播大班变成主流模式。消费者接受的速度加快。2019年暑期,推广大战进一步加大直播模式的渗透,不同学段和不同学科都有快速增长,大班课市场已经成为K12最主流的在线教育模式。国家统计局数据显示,截至2018年,全国K12阶段在校生人数超过亿,其中小学在校生人数达亿,初中在校生人数达4700万。预计到2020年,在线K12渗透率将达到23%,市场规模将超千亿。

This year's online education has a very important change: double teachers live broadcast big class into the mainstream mode. the speed of consumer acceptance is accelerated. In the summer of 2019, the promotion war further increased the penetration of the live broadcast mode, the rapid growth of different learning sections and different subjects, and the large class market has become the most mainstream online education model of K12. As of 2018, the number of students in the K12 stage in the country exceeded 100 million, with primary and junior high school students reaching 47 million, according to the National Bureau of Statistics. The online K12 penetration rate is expected to reach 23% by 2020, and the market size will exceed 100 billion.

从一对一模式到一对多的大班课,是VIPKID六年积累的经验和能力在新领域的一次释放。大米网校也是VIPKID的第二条增长曲线。这条曲线能够帮助VIPKID在更大、增长更快的细分市场,找到更大的营收空间。

From a one-to-one model to a one-to-many large class, is the VIPKID six years of accumulated experience and ability in the new field of one release. Rice online school is also the second growth curve of VIPKID. This curve can help VIPKID find greater revenue space in larger, faster-growing segments.

红杉资本中国基金董事总经理翟佳认为,在线教育进入下半场,其核心是需求端和竞争端双轮驱动。VIPKID此时进入大班课有两大优势:

Zhai Jia, managing director of Sequoia Capital China Fund, believes that online education enters the second half, its core is demand-side and competitive-side dual-wheel drive. VIPKID has two advantages:

1、VIPKID深耕6年,对在线教育领域有深刻的理解和沉淀,更懂用户线上行为认知,凭借自身优势能够快速获得用户信任和支持;

1.VIPKID deep ploughing for 6 years, the field of online education has a profound understanding and precipitation, more understanding of online behavior of users, relying on their own advantages to quickly gain user trust and support;

2、有一支过硬且专业的管理团队,相信在管理团队的带领下,大米网校能够以用户为中心,解决用户痛点,打造出素质与应试教育相结合的学习闭环,引领K12网校发展。

There is a strong and professional management team, I believe that under the leadership of the management team, the rice network school can take the user as the center, solve the user's pain point, create a learning closed loop combining quality and examination-oriented education, and lead the development of K12 online school.

在大米网校发布会现场,米雯娟宣布,未来不会考虑大规模广告投放,不会参与K12疯狂的“军备竞赛”。“我们会节约用户的每一分钱,真正让家长把钱花在学习效果上。”

In the rice online school launch site, Miwenjuan announced that the future will not consider large-scale advertising, will not participate in the K12 crazy \"arms race \". \"We'll save our users every penny and really let parents spend their money on learning.

不参加流量大战,不搞军备竞赛,大米网校进入大班课赛道的底气在哪里?毕竟,2019年暑期推广大战的硝烟还未完全散去。据媒体报道,学而思网校、猿辅导、作业帮三家机构在今年暑期每天的广告投入在千万元左右。

Do not participate in the flow war, do not engage in arms race, rice school into the big class class track where the courage? After all, the smoke from the 2019 summer promotion war has not completely dissipated. According to media reports, learning and thinking of online schools, ape tutoring, homework help three institutions in this summer ads spent about ten million yuan a day.

大米网校前身是VIPKID内部孵化的大班课“蜂校”和小班课SayABC产品。历经600天打磨,3次产品迭代,用户推荐率从上线初期的55%持续上升至目前的80%,达到业界领先水平。

Rice online school predecessor is VIPKID internal incubation of the large class \"bee school\" and small class SayABC products. After 600 days of polishing and three product iterations, the user recommendation rate has continued to rise from 55% in the early days of the line to 80%, reaching the industry's leading level.

在教学效果上,大米网校重点锁定小学生群体,并针对孩子学习规律进行针对性研发。以英语课为例,针对国人“哑巴英语”居多的现状,大米网校首次推出“中教大班 外教小班”的教学模式。在保证孩子读写能力提升同时,利用VIPKID优秀外教的规模优势,每周为孩子提供1对6的小班授课,强化孩子听说训练,实现孩子听说读写全闭环的能力提升。

In the teaching effect, the rice network school focuses on the primary school students group, and aims at the children's learning law targeted research and development. Take English class as an example, aiming at the status quo of the majority of Chinese \"dumb English \", the rice network school first launched the teaching mode of\" small class of foreign teachers in large classes in middle schools \". While ensuring the improvement of children's reading and writing ability, taking advantage of the scale advantage of VIPKID excellent foreign teachers, we can provide children with a small class of 1 to 6 classes every week to strengthen the children's listening and speaking training, and realize the improvement of children's ability of listening, speaking, reading and writing full closed loop.

大米网校还建立了由TESOL首个华人主席、VIPKID首席学术官刘骏领导的学术委员会,严格指导和审核英语课程的教研、教学全流程,确保每一个课件、每一节课堂的教学质量,让孩子学得开心、学得高效。

The rice school also set up an academic committee led by the first Chinese chairman of TESOL and the chief academic officer of VIPKID, Liu Jun, to strictly guide and review the whole process of teaching and research and teaching in English courses, to ensure the teaching quality of each courseware, each class, so that the children can learn happily and learn efficiently.

此外,大米网校与牛津大学出版社达成合作,获得牛津大学出版社内容授权,在大米网校的英语课程中使用牛津《EverybodyUp》经典教材。《EverybodyUp》是牛津大学出版社屡获大奖的明星少儿英语教材系列,完美贴合中国孩子的英语学习水平和进度,通过大米网校教研团队的进一步优化和研发,使课程在单词、语法、话题等维度上全面覆盖新课标,全面提升听说读写能力,让孩子们可以活学活用,轻松玩转课内考试。

In addition, the online rice school has teamed up with the Oxford University Press to obtain the Oxford University Press content authorization to use the Oxford Everybody Up classic in the English course of the online rice school. \"Everybody Up\" is a series of award-winning children's English textbooks from Oxford University Press, perfect for Chinese children's English learning skills and progress, through the further optimization and research and development of the rice online school teaching and research team, so that the curriculum in the words, grammar, topic and other dimensions of the comprehensive coverage of the new curriculum, comprehensive improvement of listening, speaking, reading and writing skills, so that children can live to learn, easy to play the test.

在产品体验上,大米网校数学课是沉浸式教学模式,采用有更好的互动性、能够让老师更有效传递信息的半身屏直播,因此被称为“最接近线下真实授课场景”的线上大班课,从而最大程度保障孩子学习效果。

In the product experience, rice online school mathematics class is immersive teaching mode, using a better interactive, can let the teacher more effective transmission of information on the half-screen live broadcast, so called \"the closest offline real teaching scene\" online large class, so as to maximize the protection of children's learning results.

在师资上,严格筛选由清北毕业的状元名师领衔,老师全部名校毕业,教学经验丰富,平均拥有8年以上教龄,平均授课学员数超过1万人次;大米网校还建立了严格的教师培训和备课机制,每位老师每节课备课时长均在10小时以上。

In terms of teachers, strict selection of teachers led by the top teachers graduated from the north of the Qing Dynasty, all teachers graduated from famous schools, teaching experience, an average of more than 8 years of teaching age, the average number of teaching students more than 10,000; rice school has also established a strict teacher training and lesson preparation mechanism, each teacher is more than 10 hours of class preparation.

“我们希望通过大米网校的数学课,在提升孩子们学习成绩的同时,系统提升孩子们的运算能力、符号意识、空间概念、几何直观等九大数学思维能力,通过老师生动形象的讲解和启发设问,引导孩子们主动思考和主动探索,让数学学习美好而有效”,大米网校数学产品负责人徐德直老师表示。

\"We hope that through the rice online school math class, while improving children's academic performance, the system enhances the children's ability to calculate, symbol consciousness, spatial concept, geometric intuition and other nine major mathematical thinking ability, through the teacher vivid image explanation and inspiration, guide the children to actively think and explore, so that mathematics learning is beautiful and effective,\" said Xu Dezhi, head of mathematics products at the rice online school.

自2019年暑期起,K12网校针对生源争夺的大战就日趋白热化,各家机构不惜通过大规模广告投放以获取用户,在线教育获客成本也不断被推高。据36氪和多鲸调研数据,2019年10多家在线教育公司预计投放总额约30-40亿元,触达的K12学生超过600百万,正价课的获客成本在1000-3500元之间。加上教师和教材等成本,总成本约在5000-8000元之间。

Since the summer of 2019, the k12 school's battle for students has become increasingly intense, with institutions advertising at the expense of users, and the cost of online education for customers. More than 10 online education companies in 2019 are expected to put in about $3-4 billion, reaching more than 600 million K12 students, and the cost of getting customers in positive classes is between $1,000-$3,500, according to 36 krypton and multi-whale research. Plus teachers and teaching materials and other costs, the total cost is about 5000-8000 yuan.

在当前的各种优惠政策中,猿辅导推出了含语数在内的49元14节课,且送全套书籍;作业帮推出了50元8次低价课;掌门优选推出了50元10次课;斑马英语推出了89元20节课,含全套教材。大米网校针对寒春季班课推出“诺曼底计划”显得特别而有创意。很明显,大米网校把流量的宝,一部分压在了自有流量池上面。

In the current various preferential policies, ape tutor introduced 49 yuan 14 classes, including the number of languages, and sent a full set of books; homework help launched 50 yuan 8 low price classes; palm selection launched 50 yuan 10 classes; zebra english launched 89 yuan 20 classes, including the full set of teaching materials. The launch of the \"Normandy Plan\" by the rice school for cold spring classes is particularly innovative. It is obvious that the rice network school to the flow of treasure, part of the pressure on its own flow pool.

目前,大米网校学员8成来自VIPKID现有学员。在过去半年,VIPKID通过向付费学员赠送大班课产品的方式,为大米网校获取了大量用户。数据显示,这些用户满意度也从半年前的不足60%提升至约80%。

At present, rice online school students 80% from the VIPKID existing students. In the past six months, VIPKID has acquired a large number of users for rice online schools by giving large class products to paying students. The data showed that customer satisfaction also rose to about 80 per cent from less than 60 per cent six months ago.

VIPKID的自有学员流量池有多大?据了解,经过6年发展,VIPKID目前已经积累了超过70万付费学员,在一对一领域处于绝对领先地位。米雯娟在大米网校发布会上提到,VIPKID学员在进入小学阶段后,开始存在多维度需求,包括小学英语、数学等领域的素质和应试能力的全面提升要求。

How big is the VIPKID's own student flow pool? It is understood that after six years of development, VIPKID has now accumulated more than 700000 paid students, in one-on-one field in the absolute leading position. Miwen Juan in the rice online school press conference mentioned that after entering the primary school stage, VIPKID students began to have multi-dimensional needs, including primary school English, mathematics and other fields of quality and examination-oriented ability of the overall improvement requirements.

VIPKID的自有学员流量池,让大米网校具备了天然的获客优势。这些存量用户不仅刚需迫切,同时已经完成在线学习的习惯培养,更加信任VIPKID品牌。相较于其他机构必须通过重金营销手段获客,大米网校通过VIPKID直接引流,缩短营销转化路径,获客成本优势明显。

VIPKID's own student flow pool, so that rice online school has a natural advantage. These stock users not only need to be urgent, but also have completed the habit cultivation of online learning, more trust in the VIPKID brand. Compared with other organizations must obtain customers through heavy money marketing means, rice online school through VIPKID direct drainage, shorten the marketing transformation path, customer cost advantage is obvious.

十几年前,米雯娟和舅舅一起创业,做传统的少儿英语培训。多年的一线课堂经验让米雯娟对教育有了更深刻的理解,同时也让她看到了线下教育的局限性和“互联网 教育”的可能。于是,2013年,米雯娟选择重新出发,在创新工场的一个小角落创立了VIPKID,做4-12岁在线少儿英语教育。从最初的几个学生几位老师,到截止目前超过70万付费学员,数万名北美外教。根据中科院发布的《2018在线青少儿英语教育白皮书》数据显示,在1对1市场中,VIPKID占有率达到%,占据绝对领先地位。

More than ten years ago, miwenjuan and uncle start a business together, do traditional english training for children. Years of first-line classroom experience gave Miwenjuan a deeper understanding of education, but also showed her the limitations of offline education and the possibility of \"Internet education \". Thus, in 2013, miwen juan chose to start again, in a small corner of the innovation workshop to create a vipkid,4-12 years old online children english education. From the first few students to several teachers, to the present more than 700000 paid students, tens of thousands of North American foreign teachers. According to the \"2018 online youth english education white paper \"released by the chinese academy of sciences data, in the 1-to-1 market, vipkid share reached%, occupying an absolute leading position.

在这个过程中,“帮孩子插上语言的翅膀,让每个小朋友自由行走在这个星球”,是米雯娟和团队一直不变的愿景。米雯娟认为改变全世界小朋友的学习方式,技术的发展在为我们提供更多的可能,而根本上,不能丢掉的是,做教育的初心。发展至今,米雯娟及其团队一直围绕初心在做事情。

In the process,\" help children insert the wings of language, let every child walk freely on the planet \", is the vision of Miwenjuan and the team has been unchanged. Miwenjuan believes that changing the way children around the world learn, the development of technology to provide us with more possibilities, and fundamentally, cannot be lost is to do the initial education. So far, miwenjuan and her team have been doing things around the beginning.

创业起步阶段,VIPKID跨越整个半球招募符合要求的老师,这是彼时他们面临的最大挑战。米雯娟不得不亲自前往美国,辗转波特兰、洛杉矶等城市寻找老师,说服他们加入,还通过Facebook、Twitter发布招募信息。而即便是起步阶段,VIPKID筛选老师的条件也极为苛刻。VIPKID还为老师们提供大量的支持,帮助他们理解在线教学体系、理念和方法,怎么和非英语母语的孩子互动。保证在完成课堂教学内容的前提下,老师可以自由发挥。比如,有老师在教“swimming”一词时特地戴上泳帽泳镜,也有老师为配合万圣节气氛在当天戴着面具上课。

At the start-up, VIPKID crossed the entire hemisphere to recruit qualified teachers, the biggest challenge they faced at the time. Miwenjuan had to travel to the united states in person, to find teachers in cities such as portland and los angeles, to persuade them to join, and to post recruitment messages via facebook and twitter. And even in its infancy, VIPKID's screening of teachers is extremely demanding. VIPKID also provides teachers with a lot of support to help them understand the online teaching system, ideas and methods, how to interact with non-English-speaking children. Ensure that under the premise of completing the classroom teaching content, the teacher can play freely. For example, some teachers wear swimming goggles to teach the word swimming, and others wear masks to attend classes on Halloween.

做出Beta版产品之后,VIPKID发起实验班计划,每个月招10个种子学员,和几个老师一起,提供三个月学习课程,学习结束再返还学费。首批学员大多来自投资人的孩子。VIPKID找了两间会议室,小朋友和老师分别待一间,观察他们上课时的各种反应,不断基于学生的反馈去调整产品。到2014年底,VIPKID坚持更新了三版教学内容、两版视频平台,有100个小朋友和10名专业老师参与。做VIPKID最初的一年半时间,VIPKID几乎没有考虑过大规模扩张,所有人的精力都集中在打磨产品上。

After making the Beta product, VIPKID launched an experimental class plan to recruit 10 seed students a month, together with several teachers, to provide a three-month study course, the end of the study and the return of tuition fees. Most of the first students came from investors'children. VIPKID found two meeting rooms, children and teachers to stay in a separate room, observe their various reactions in class, constantly based on student feedback to adjust the product. By the end of 2014, VIPKID insisted on updating the three edition teaching content, two edition video platform, with 100 children and 10 professional teachers involved. For the first year and a half of doing VIPKID, VIPKID barely considered large-scale expansion, and everyone's energy was focused on polishing the product.

这种对教育和产品的执着让VIPKID一路发展势如破竹,从100名小朋友到几万名、几十万名用户,外教数也一路攀升,最终登顶1对1英语学习赛道。如今的VIPKID团队依然保持着这份对教育的初心和对产品的执着,并将其倾注到“大米网校”产品的研发和迭代过程中,最终在600天的打磨后,才正式对外推出这一产品。

This dedication to education and products has made the VIPKID all the way to development, from 100 children to tens of thousands and hundreds of thousands of users, the number of foreign teachers has also climbed all the way to the top of the 1 to 1 English learning track. Today's VIPKID team maintains its commitment to education and to the product, and pours it into the research and development and iteration of the \"rice online school\" product, which is finally launched after 600 days of grinding.

正如米雯娟所说,无论是教育的百年树人,还是产业互联网的科技向善,都需要有人坐冷板凳,而VIPKID甘愿做那个坐冷板凳的人。

As Miwenjuan said, whether it is the education of the century-old people, or the industry Internet technology to the good, need someone to sit on the bench, and VIPKID willing to be that person on the bench.

在大米网校上线当天,VIPKID宣布由腾讯、红杉资本中国基金、黑马纵横等机构联手领投大米网校A轮8000万美金。

On the day of the launch, VIPKID announced that Tencent, Sequoia Capital China Fund, Black Horse and other organizations had joined forces to invest $80 million in round A.

从融资情况来看,大米网校此次收获了明星投资方:腾讯和红杉资本中国基金、黑马纵横。横向来看,在K12网校赛道,大米网校创下了业内A轮融资金额最高,同样是A轮,猿辅导融资金额为1000万元,作业帮为2500万美金。

From the financing situation, rice online school this harvest star investors: tencent and sequoia capital china fund, black horse vertical and horizontal. On the horizontal side, in the K12 online school track, rice online school set the industry's highest amount of A round of financing, the same round of A round, ape tutoring financing of 10 million yuan, job help for $25 million.

纵向来看,腾讯和红杉资本中国基金均为VIPKID的老股东,此前曾参与VIPKID多轮融资。尤其是腾讯在去年10月刚刚加码VIPKIDE轮亿美金后,再度重金加持其旗下网校项目。而整个2019年,在线教育行业进入资本寒冬期,资本方每一笔钱慎之又慎。除了已上市机构,大班课赛道融资数量屈指可数,且主要集中在D轮或E轮的成熟企业。业内分析人士认为,在这个节点拿下明星资方的大额资金,一方面体现投资人对于VIPKID业已积累的垂直赛道发展能力充满信心,另一方面得益于VIPKID过去在一对一领域的绝对专注和精细化运营能力。

Vertically, both Tencent and Sequoia Capital China funds are senior shareholders in VIPKID, having previously been involved in multiple rounds of VIPKID financing. Tencent in particular, in October last year, just after adding a VIPKIDE round of $100 million, again heavy gold to its online school project. And throughout 2019, the online education industry has entered a capital winter, with every sum of money on the part of the capital. In addition to listed institutions, the number of large class track financing is limited, and mainly concentrated in the D or E round of mature enterprises. Industry analysts believe that taking the big money from star management at this node reflects investors'confidence in vipkid's accumulated vertical track development capabilities, while benefiting from its past one-on-one focus and refined operational capabilities.

但,VIPKID、大米网校的最大的底气藏在初心——“帮孩子插上语言的翅膀,让每个小朋友自由行走在这个星球”里。初心和价值观是一个企业竞争力的根本,也是VIPKID六年发展的成长密码。

However, VIPKID, the biggest courage of the rice online school hidden in the initial heart -\" help children insert the wings of language, let each child walk freely on the planet.\" The initial heart and values are the root of an enterprise's competitiveness, and also the growth code of VIPKID's development in six years.

在VIPKID成立6周年之际,米雯娟发了一封内部信。她在信中提到,VIPKID依然走在创业、创造的路上,还远未到停歇、放松、自满的时候。“VIPKID拥有一支真正‘爱孩子、懂教育’的团队,我们坚持做正确的事情,以正确的方式做事情,我们一直坚持使命必达,这是我们接下来不管面临什么挑战,都能将这场以梦想之名开始的‘长跑’坚持下去的最大底气。”

On the 6th anniversary of VIPKID, Miwenjuan sent an internal letter. She wrote that VIPKID is still on the road to entrepreneurship and creation, and is far from stopping, relaxing and complacent. \"VIPKID has a team that truly'loves children and knows how to educate', we insist on doing the right thing, doing things the right way, we insist on the mission must be achieved, this is the next challenge we can start in the name of dreams,\" he said.


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