“双减”落地家长拥护，校外培训何以致人心背离？_老虎社区_美港股上老虎

“双减”落地家长拥护，校外培训何以致人心背离？

新浪科技2021-07-25

焦点热评：教育的本质在于教书育人，正所谓十年树木，百年树人。教育绝不是一蹴而就的事业，需要的是全社会的协作，提升教育的质量，帮助青少年一代健康成长。校外培训机构虽然本质上是商业，但作为曾经教育资源的一部分，不能把教育的本质抛到一边而只想着商业。校外培训一方面依赖于资本，另外一方面也同样受困于资本。看似是宏伟的蓝图，实际上只是打广告宣传，抢夺生源的烧钱游戏。 7月24日，一直在等待中的“双减”...

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143

KennyK71
·2021-07-26
说说你对这篇新闻的看法...
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Teerak
·2021-07-25
Hi
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天天天天涨停板
·2021-07-25
终于做了件人事[强]
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Fenger1188
·2021-07-25
Hi
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- Fenger1188:
  Hi
  2021-07-25
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Jamesong
·2021-07-25
政治因素！
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wongps
·2021-07-25
帮忙点一下谢谢
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wongps
·2021-07-25
路过
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SiewMin
·2021-07-25
可以帮我点个赞吗，谢谢你们
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Paulyang
·2021-07-25
早该出手了，不然以后踏出社会的都是一群书呆子
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HUATKIMT
·2021-07-25
[微笑]
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ChienWen9191
·2021-07-25
[呆住]
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Zzz07
·2021-07-25
但是双减如何真正减轻学生负担。国内企业还未进一步发展，毕业生还是需要强大的竞争，为了争取更好的机会不得不在学生时代挤破了头。校外培训或许会换一种形式，毕竟各大中学高中教育资源太不平等了
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- Carrie12:
  👍
  2021-07-25
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- 东营天地人和:
  为难的都是打工人
  2021-07-25
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- 纯天然绿色学渣:
  资源分配问题将是以后社会的重点
  2021-07-25
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haiwei183
·2021-07-25
学生开心
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LunLun6767
·2021-07-25
😉
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- haiwei183:
  学生开心
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- LunLun6767:
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puah
·2021-07-25
Hi
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Why does off-campus training cause people to deviate from each other?","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/5c8a0a6a1ef84be25fda7008b49bb729","symbols_score_info":{"DAO":0.9},"content_text":"焦点热评：\n教育的本质在于教书育人，正所谓十年树木，百年树人。\n教育绝不是一蹴而就的事业，需要的是全社会的协作，提升教育的质量，帮助青少年一代健康成长。校外培训机构虽然本质上是商业，但作为曾经教育资源的一部分，不能把教育的本质抛到一边而只想着商业。\n校外培训一方面依赖于资本，另外一方面也同样受困于资本。看似是宏伟的蓝图，实际上只是打广告宣传，抢夺生源的烧钱游戏。\n7月24日，一直在等待中的“双减”正式落地。\n中共中央办公厅、国务院办公厅印发《关于进一步减轻义务教育阶段学生作业负担和校外培训负担的意见》（以下称“《意见》”）。\n《意见》从作业、学校课后服务、规范校外培训、教育教学质量、配套治理、试点探索、组织实施等七大方面提出27条指导意见。《意见》还强调，各地不再审批新的面向义务教育阶段学生的学科类校外培训机构，现有学科类培训机构统一登记为非营利性机构。\n《意见》发布后，中国民办教育协会率包括好未来、新东方、作业帮、高途等多家校外培训机构联合发出倡议书，坚决拥护中央决策部署，并加快转型、健全规章制度、做好自我规范等。\n对于“双减”，很多家长表示欢迎，认为《意见》的落地恰逢其时，有望缓解压在不少家长心中的教育焦虑、鸡娃焦虑。\n它们，没有能力去精耕细作！\n“双减”靴子落地，受到许多家长的拥护，反过来也可以证明校外培训已经人心背离。\n从接二连三的事件不难看出，校外培训不仅没有把钱真正投入教育研究、课程研发、师资力量的提升上，同时还制造了不少退款难、卷款跑路、虚假宣传、价格诱导等问题，已经严重影响了家长对于教育的认知。\n实际上，教育的本质在于教书育人，正所谓十年树木，百年树人。教育绝不是一蹴而就的事业，需要的是全社会的协作，提升教育的质量，帮助青少年一代健康成长。校外培训机构虽然本质上是商业，但作为曾经教育资源的一部分，不能把教育的本质抛到一边而只想着商业。\n校外培训一方面依赖于资本，另外一方面也同样受困于资本。看似是宏伟的蓝图，实际上只是打广告宣传，抢夺生源的烧钱游戏。2020年，校外培训创历史记录的融资总额背后，则是在线教育全面的广告大战，公交站台、楼宇电梯、卫视综艺以及各大互联网平台，随处可见在线教育的广告。\n更为滑稽的是，四家头部校外培训的广告竟然请了同一位“老师”为其代言，但这位代言人的身份却各有不同，可以在英语名师和数学名师之间切换。\n中国人民大学助理教授王鹏认为，国内的校外培训要将至少70%的收入用于市场营销，导致流量、宣传等成为主要的成本。“绝大多数校外培训机构没有能力去精耕细作，只能靠套路来忽悠家长。”他强调。 数据来源：消费者服务平台黑猫（截止2021年3月15日）\n它们，广告营销永占“大头”！\n数据是最好的印证。比如网易有道，其财报显示，2020年营收为31.68亿元，但市场营销费用高达27亿元，比2019年猛增333.39%，在2020年净收入中占比达到85.23%。\n这就意味着，在网易有道当家长每花1元，其中的0.85元会被投入广告营销。正因为如此，网易有道在2020年的净亏损达到18亿元。\n好未来财报显示，2016财年到2020财年，好未来营销费用由0.74亿美元一直增加至8.53亿美元，占营业收入的比重由11.87%增加至26.05%。近三年的同比增速分别为92.14%、99.92%和76.20%，均显著高于营收增速。\n逐年猛增的营销费用，意味着好未来的获客成本越来越高，营销投入不断增加，但转化率越来越低。\n高途（前身为跟谁学）财报显示，2020年跟谁学的研发费用仅为7.3亿元，在总费用中占比仅为10%；但销售费用则从10.409亿元增至58.162亿元。全年销售费用占全年净收入的81.6%。\n这也意味着，家长在跟谁学上如果花1元，则有0.81元被投入在广告营销上，而投入在研发上的钱只有0.1元。\n作业帮的一位前员工告诉新浪科技，启蒙课等新业务最大的支出就是在广告投放、流量引流上，但因为行业的低价竞争，课程又卖不了高价。最终的结果就是一个正价课学生的获客成本甚至超过了课程的价格，陷入卖课程就亏钱的怪圈。\n在大肆的广告营销背后，则是校外培训创历史记录的融资。据天眼查数据统计，2020年校外培训获得的融资总额超过539亿元，甚至超过了前四年的总和，创造历史新高。\n新东方集团董事长俞敏洪也曾经谈到校外培训在资本催热下的各种乱象。“实在是资本把教育培训机构弄得有点不太像话了，各种各样的被（资本）推动的低价产品、中间产品让老百姓无所适从。”他说。\n但校外培训的乱象却不能全部归罪于资本。在资本进入之前，校外培训就已经因为忽视消费者的体验而痼疾缠身。\n校外培训机构高薪抢人早已经不是新鲜事，“年薪200万，上不封顶的中小学优秀网课教师”，但多数是经验不足的应届毕业生。比如网易有道，在2020年8月，网易有道旗下有道精品课发布校招职位，K12主讲老师年薪达40-100万，上不封顶；高中大班课主讲老师年薪则是50万起步，优秀者可超过100万。\n但在高薪招聘之下，许多平台力推的是高折扣低价课程。“不要998，不要799，20课时仅20元，还送2科教辅礼盒”，如此课程广告已经到了无孔不入的地步。\n新浪科技通过走访发现，在线教育的广告无处不在，覆盖了小区电梯、商业楼宇、户外大屏、电视媒体、平面杂志、公交地铁站台、App信息流等等，而且无一例外都是通过所谓的“9.9元购买清华北大毕业名师带队教授的课程”等低价噱头吸引关注。但被这些低价课程吸引的家长，往往最后要面临消费维权。\n消费者服务平台黑猫提供的数据显示，2019年课外辅导的有效投诉量是735件；2020年全年，涉课外辅导有效投诉量增加到8708件。多数投诉主要涉及退费困难，诱导贷款、虚假宣传等。\n而在2020年，优胜教育、学霸君App等校外培训机构就先后陷入经营困难，大批家长退费无门。新浪科技了解到，甚至有的家长在充值高达20多万元后突然就遭遇平台跑路，财产损失巨大。在《意见》出台后，教育部有关负责人在接受采访度时表示，（《意见》的出台）一方面是学生作业负担仍然较重，作业管理不够完善；另一方面是校外培训仍然过热，超前超标培训问题尚未根本解决，一些校外培训项目收费居高，资本过涌入存在较大风险隐患，培训机构“退费难”“卷钱跑路”等违法违规行为时有发生。\n它们，转型亟待自我规范！\n《意见》指出，各地不再审批新的面向义务教育阶段学生的学科类校外培训机构，现有学科类培训机构统一登记为非营利性机构。\n同时，《意见》还严防校外培训机构的资本化运作。要求学科类培训机构一律不得上市融资，严禁资本化运作；上市公司不得通过股票市场融资投资学科类培训机构，不得通过发行股份或支付现金等方式购买学科类培训机构资产。致力于为校外培训的资本化降温。\n《意见》还强调，针对校外培训机构，要强化常态运营监管。这也意味着，针对校外培训机构的运营监管不是睁一只眼闭一只眼的事情，而是监管常态化。\n在常态化的运营监管下，校外培训机构既要加强自我规范，依法依规运营业务。即使要转型，也应该要加强自我管理。多家校外培训机构早已力推转型，以应对“双减”之下的合规要求。比如，猿辅导旗下专注于公考培训的粉笔教育近期获得了新一轮融资；作业帮推出了面向职业教育的新品牌不凡课堂；高途将考研培训、成人教育所在的高途在线提升至第二增长曲线；好未来推出轻舟品牌进入职业教育领域；网易有道也成立了成人教育事业部。\n此外，还有不少校外培训机构缩减学科类培训的投入，转型专注于为青少年提供素质培训，比如猿辅导即将推出的全新科学兴趣学习品牌南瓜科学；好未来将励步英语更名为励步，覆盖英文戏剧、口才、美育、书法、益智、棋道等素质培训；新东方不仅仅投资了滑冰培训品牌，还新发布了许多少儿美术、书法、舞蹈、体育等培训的相关职位。\n且不论如何转型成功与否，对于校外培训平台来说，最重要的是即使当前依然没有针对校外素质教育培训的监管措施，但依然需要以最高标准做好自我规范，避免出现此前的乱象，才能助推校外培训更好的发展。\n监管并非是对行业发展的遏制，反而是加强对校外培训的规范和引导，从而保证行业的有序发展，也是保护青少年健康成长的有力举措。\n《意见》出台后，不少声音认为“要凉了”。实际可能并非如此，如果任由校外培训无序发展，最终结果才真的是凉了。","kind":null,"is_publish_news":false,"is_publish_highlight":false,"is_publish_live":null,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":177434988,"gmtCreate":1627257047144,"gmtModify":1633766896320,"author":{"id":"3581741521038150","authorId":"3581741521038150","name":"KennyK71","avatar":"https://static.tigerbbs.com/d68c45ddafea3b9da479aaed6dbe6e1e","vip":1,"crmLevel":2,"crmLevelSwitch":0},"htmlText":"说说你对这篇新闻的看法...","listText":"说说你对这篇新闻的看法...","text":"说说你对这篇新闻的看法...","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/177434988","repostId":2154558939,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":177254194,"gmtCreate":1627227837118,"gmtModify":1631891624109,"author":{"id":"3578895363297107","authorId":"3578895363297107","name":"Teerak","avatar":"https://static.tigerbbs.com/70741f8f742a273f9c4a9f268fca7aa3","vip":1,"crmLevel":1,"crmLevelSwitch":0},"htmlText":"Hi","listText":"Hi","text":"Hi","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/177254194","repostId":2154558939,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"EN"},{"id":177226663,"gmtCreate":1627226311352,"gmtModify":1627226311352,"author":{"id":"3513743822381928","authorId":"3513743822381928","name":"天天天天涨停板","avatar":"https://static.tigerbbs.com/90d3bcdd2c49a8ec314d84d8d0f1b24e","vip":1,"crmLevel":5,"crmLevelSwitch":1},"htmlText":"终于做了件人事[强]&nbsp;","listText":"终于做了件人事[强]&nbsp;","text":"终于做了件人事[强]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/177226663","repostId":2154558939,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":177821163,"gmtCreate":1627197569052,"gmtModify":1633767214888,"author":{"id":"4088149090977750","authorId":"4088149090977750","name":"Fenger1188","avatar":"https://static.tigerbbs.com/184410bf08b3311824fc2e583144b220","vip":1,"crmLevel":9,"crmLevelSwitch":0},"htmlText":"Hi&nbsp;","listText":"Hi&nbsp;","text":"Hi","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/177821163","repostId":2154558939,"repostType":4,"isVote":1,"likeStatus":false,"favorite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