第九课堂：P2P+O2O理念下的技能分享平台 第九课堂:P2P + O2O under the concept of skill sharing platform

　　互联网创业的惯常Copy思路依然在教育领域依然有土壤。被列为2011年最具创新力的20家创业公司之一，并且获得了超过300万美元的投资的skillshare，已经有了一批国内模仿者。这类网站的典型模式是P2P加O2O，线下真实授课，但营销、推广、支付等环节都在线上完成，属于教育领域类淘宝的模式。但这种整合了线上线下技能分享平台，涉及到教师资源、学生运营、课程设计、平台管理、初期推广等多方面，运营起来难度相当大。

The usual Copy of the Internet business idea is still in the field of education there is soil.In 2011 is listed as one of the most innovative and entrepreneurial companies,And more than 3 million dollars of investment skillshare,Have a batch of domestic imitators.This kind of website is the typical pattern of P2P and O2O,Below the real teaching,But marketing/promotion/Payment of online,Belongs to the education field of taobao.But the integration of the online offline skill sharing platform,Involves teacher resources/Students operation/Curriculum design/Platform management/In the early promotion, etc,Operation difficulty is quite large.

　　北京地区的第九课堂是目前运营较为成功的一个，并获得徐小平"百万级别"的天使投资。第九课堂的产品今年年初开始内侧，5月初正式上线，其三个创始人分别在技术、管理运营和营销推广领域扎根多年，并有教育领域的实践经验，属于一个典型的创业组合。

Beijing area of 9 class is currently one of the successful operation,And obtain XuXiaoPing"A level"The angel investment.Class 9 of the inside of the product early this year,Online by beginning of may,The three founders in technology/Root management operation and marketing field for many years,With practical experience in the field of education,Belongs to a typical business combination.

　　抛开国外的skillshare不谈，第九课堂定位于基于 P2P 的技能分享网站。它的课程完全脱离了我们熟悉的学校课程和考研、英语、出国等领域，而是专注于多方面的技能分享，如烘焙、音乐鉴赏、面试技巧甚至纯粹的个人经验等。按照海外留学期间辍学回国创业的创始人马源的说法："中国的教育培训机构大多数是针对某些考试或者证书而设立培训课程，学习变成为了考试、毕业等目的而学习。我希望来第九课堂的人不带任何功利色彩，真正为了自己的兴趣而学习。"

Despite the overseas skillshare don't talk about,Class 9 orientation on skills based on P2P sharing website.We are familiar with it of course completely out of the school curriculum and one's deceased father grind/English/Go abroad, and other fields,But focus on a wide range of skills to share,Such as baking/Music appreciation/Interview skills even purely personal experience and so on.According to the overseas study during the period of school to return the business founder MaYuan:"China's education training institutions mostly for some test or certificate and set up training course,Learning in order to test/On the purpose of graduate study.I hope to 9 class of people don't take any utilitarian color,Really own interests for the sake of learning."

　　但这样做显然有其风险。因为专注于兴趣，那么刚需和长尾的矛盾十分突出，毕竟做刚需人们会更愿意付费，而且市场足够大。但媒体人出身且深耕奥美、蓝标等公关企业数年的第九课堂CMO王勇则对记者表示，"传统教育培训行业做的是资源，已经形成了一定的格局，而从互联网创业的角度讲，做长尾是进入蓝海，且人们的需求已经广泛培养起来，付费的方式和意愿都开始逐渐成熟了。"

But it obviously has its risks.Because of the focus on interest,So just need and contradiction of long tail is very outstanding,After all do just need people will be more willing to pay,But market is big enough.But media people born and become ogilvy/Blue 9 of the standard of public relations in enterprises, such as classroom CMO WangYongZe told reporters,"Traditional education training industry do is resources,Has formed a certain pattern,And from the standpoint of the Internet business,Do long tail is into the blue ocean,And the demand of people has been widely cultured,Pay the way and will have started to gradually mature."

　　王勇也曾直接在第九课堂上开讲，课程名字叫"非广告学专业的人怎么进奥美"。这是一个典型的经验型课程，但一经推出，"颇受好评"。

Wang yong also directly in the ninth began to speak in class,Course name"Non - advertising professional people in ogilvy".This is a typical experience of the course,But once the launch,"Quite popular".

　　显而易见，在兴趣长尾的授课模式中，教师资源和课程设计非常重要，第九课堂的解决模式是，由最合适的人来讲课，比如让刚入职百度的员工来讲如何应对百度的面试。目前其授课内容主要涉及领域是职场类和生活类，讲课的老师也相应地以职场人士和技能师为主，其中包括百度冠军销售、咖啡师、还有魔方高手等。

It is obvious,In the interest of the long tail teaching mode,The teacher resources and curriculum design is very important,Class 9 is the solution of the model,By the most appropriate person to lecture,Such as just in baidu baidu will tell employees how to deal with to the interview.At present, the teaching content is mainly in the field of workplace and life,Lecture teacher also correspondingly to people in the workplace and skills teacher give priority to,Including the baidu sales champion/barista/And rubik's cube master, etc.

　　商业模式上，第九课堂的探索很清晰。据王勇介绍，第九课堂的收入则来自与老师的收入分成，比例为19%，而非国外skillshare的25%，更不是传统机构动辄80%的比例。"传统营销渠道成本过高，通过线上推广和运营则可以最大程度上压缩成本，从而提高老师的收入分成。"王勇还透露，第九课堂的用户忠诚度相对较高，上线几个月来已经有上万忠诚付费用户。

The business model,Class 9 of exploration is very clear.According to wang yong introduces,Class 9 of income is from the teacher's income share,Compared with 19%,Rather than foreign skillshare of 25%,More is not traditional institutions frequently the proportion of 80%."High cost of the traditional marketing channels,Through the online promotion and operation cost can be compressed to the fullest extent,So as to improve the teacher's income share."Wang yong also revealed,Class 9 of user loyalty relatively high,Online a few months there have been tens of thousands of loyal subscribers.

　　而在具体授课模式上，第九课堂一律采用线上付款，线下授课的方式，并采用15人以内的小班制，授课地点一般由老师自行解决，咖啡馆，自家客厅，书店等。当然第九课堂也可以直接提供场地资源，但要增加10%的提成。

In the specific teaching mode,Class 9 are using the online payment,Offline teaching way,And the small classes within 15 people,Venue general solution by the teacher,The coffee shop,Your living room,The bookstore, etc.Class 9, of course, can also provide the resources directly,But to increase the commission of 10%.

　　另一方面，由于上课是在线下，内容不是刚需，地域的限制不可避免。第九课堂提供的课程不是像传统培训那样可以连续多堂甚至全日制的，所以这种模式一开始只有在北京上海这样人口规模大而交通又比较发达、知识密集、人们对新生事物接受度相对高的一线城市才更有可行性。所以，第九课堂目前只专注于线下教学，对此马源表示："O2O的模式必然是本地化服务，目前我们主要针对北京地区，以后会考虑向其他城市发展。"

On the other hand,Because the class is on the line,Content is not just,Limitations of the inevitable.Class 9 of course is not like the traditional training can continuous hall even full-time,So this mode only in Beijing and Shanghai at the beginning so large population and the traffic is developed/Knowledge intensive/People degrees to accept new things relatively high line city is more feasible.so,9 class is focus on line,This MaYuan said:"O2O mode localization service is inevitable,At present, we mainly aimed at the Beijing area,Later will consider to other urban development."

　　王勇也表示，第九课堂短期的目标主要还是建好自身的服务体系，如支付体系、课程管理和评价体系等，另一方面则继续做线上推广，吸引更多用户，主要包括微博、人人网等社会化网络，以及豆瓣等兴趣类社区。"同时用户间的口碑宣传也是我们很重要的推广渠道。"

Wang yong also said,Class 9 short-term goal mainly is to build their own service system,Such as payment system/Course management and evaluation system, etc,On the other hand, continue to do the online promotion,Attract more customers,Mainly includes micro bo/Everyone nets such as social networks,As well as the usual interest of the community."Between users at the same time reputation propaganda is also our important promotion channel."

　　值得注意的是，秉承"知识是有价值"这一理念，第九课堂一开始就是定位要做付费服务，即使是公开课性质，也要象征性的设置为最低1元。

It is important to note that,Adhering to the"Knowledge is valuable"The concept of,9 class is positioning to do paid service,Even the public class nature,Also want to symbolic set to minimum of $1.