一味追求高回报，量质无法两全，“越亏损越扩张，越扩张越亏损”

Blindly pursue high returns,Quantity quality can't be satisfactory to both parties,"The losses the expansion,The expansion the loss"

　　上周四下午，离开新东方7年的创始人徐小平做客成都高新区，对当年新东方创业史侃侃而谈，他可能没想到，5天后，一波有史以来最大的裁员潮将席卷他念念不忘的新东方。

On Thursday afternoon,Leave the founder of new Oriental seven years XuXiaoPing visit chengdu high-tech zone,The history of new Oriental speaking,He may be thought,Five days after,A wave of the biggest layoffs tide swept him will have new Oriental.

　　1月29日的财报电话会议上，面对净亏损1580万美元的局面，新东方CFO（首席财务官）谢东萤表示，未来将关闭15-25个无利可图的教学中心，四个月内还将裁员1000-1500名。

January 29 earnings conference call,Facing the situation of net loss of $15.8 million m,New Oriental CFO(Chief financial officer)XieDong fireflies said,The future will be closed 15-25 unremunerative teaching center,Four months will also cut of 1000-1500.

　　华西都市报(微博)记者昨日获悉，在成都，新东方教育的问题和裁员早已开始，一味追求投资高回报的快速扩张，让成都新东方近两年管理层变动频繁，同时陷入扩张亏损的恶性循环怪圈。

WCC(Micro bo)The reporter learns yesterday,In chengdu,New Oriental education problems and layoffs had already started,Blindly pursue high return investment expansion,Let chengdu in new Oriental school management changes frequently,At the same time into the vicious circle circle expansion losses.

　　业内人士认为，培训市场竞争激烈，招生越来越难，在扩张教学网点后，招生状况依然没有改善，最终运营成本越来越高，裁员是降低成本的最直接的方式。

The personage inside course of study thinks,Training market competition is intense,Recruit students has become more and more difficult,In the expansion after teaching network,Enrollment condition is still not improve,Final operating costs more and more high,Downsizing is to reduce the cost of the most direct way.

　　记者昨日采访到一位成都新东方离职高层，在他眼中他认为新东方衰落先是频繁更换校长。在赵尔迪时期，业务还相对稳定，成都市场份额从两千多万元做到过亿元。但总部一再更换校长。而新校长的管理，让一些高管相继离开。

Reporter yesterday to interview a chengdu new Oriental top left,In his eyes he thinks new Oriental decline first frequent change the headmaster.In ZhaoErDi period,Business is relatively stable,Chengdu market share from more than two thousand yuan to one hundred million yuan.But headquarters change again and again the headmaster.The new President of the management,Let some executives have to leave.

　　学生和家长也反映，在中小学全科辅导上，新东方不是很活跃。

Students and parents also reflect,In primary and secondary schools in general guidance,New Oriental is not very active.

　　成都市民杨先生说，每年的小升初、中高考节点上，其他机构都会推出众多社会讲座，而新东方则反应平淡。每当需要学科补差提高时，他一般不会将新东方列入备选名单。在校区分布上，成都新东方也没有其他机构多，便利性上也不足。

Yang said that chengdu citizens,Another year of/ZhongGaoKao nodes,Other institutions will be launched numerous social lecture,And new Oriental is reaction insipid.Whenever need discipline BuCha rises,He generally will not be included in the list of alternative new Oriental.In the campus distribution,Chengdu new Oriental no other organizations more,Convenience is also insufficient.

　　

财报亏损 未来四月新东方裁员千人 Future earnings losses April new Oriental cut one thousand jobs

　　继去年遭受美国证券监管部门（SEC）调查、做空机构遭质疑后，新东方公布的2013财年第二季度财报（2012年9月-11月）显示，尽管净营收同比增30.4%至1.659亿美元，但运营亏损2690万美元，净亏损1580万美元。

The United States securities regulators from last year(SEC)survey/After short mechanism has been questioned,New Oriental published in fiscal year 2013 the second quarter earnings(September 2012 - November)display,Although year-on-year net revenue increased 30.4% to $165.9 million,But operating losses of $26.9 million,Net loss of $15.8 million m.

　　新东方上一次季度净利亏损还是在2007财年的第四财季。对于为何5年后出现1580万美元的亏损，新东方董事会主席兼CEO俞敏洪表示：“在过去的四个季度中，我们净增加教学中心超过200个，而在2011年11月30日之前的四个季度我们只增加了80个，这给我们的成本费用带来重大压力。”

New Oriental last quarter net profit or loss in the fourth quarter in fiscal year 2007.Why to after five years appear losses of $15.8 million,New Oriental board chairman and CEO Mr Yu said:"In the past four in the quarter,We net increase teaching center more than 200,And in November 30, 2011 the previous four quarter we only increased by 80,This gives our cost bring great pressure."

　　他还说，本季度亏损中也有部分是由于SEC调查使得新东方在内部调查和监管程序上发生的费用。

He also said,There is also a loss this quarter is due in part to SEC investigation makes new Oriental in internal investigation and supervision program on the cost of happened.

　　此外，作为新东方最赚钱的学校，京沪两地二季度表现继续疲弱。俞敏洪指出，该季度京沪两地营收增长只有20%，净利润下降超过50%，留学业务面临着日益激烈的竞争。“根据市场的需要，我们不断减少班组容量。二季度留学业务学员人次同比减少7%，营收同比增长22%。”

In addition,As the most profitable new Oriental school,Just two second quarter performance continue to the weak.Mr Yu pointed out that,This quarter just two revenue growth of only 20%,Net profit fell more than 50%,Study abroad business faced with increasingly fierce competition."According to the needs of the market,We constantly reduce team capacity.The second quarter year-on-year students study abroad business people reduced by 7%,Revenue growth of 22% year-on-year."

　　新东方CFO谢东萤在电话会议上表示，未来将关闭15-25个无利可图的教学中心；四个月内还将裁员1000-1500名，平均遣散成本为6000-10000美元/人。

New Oriental CFO XieDong fireflies in a telephone conference on Wednesday,The future will be closed 15-25 unremunerative teaching center;Four months will also cut of 1000-1500,Average sent cost $6000 to $10000 / person.

　　

连线本地 成都新东方多名高管离职 Attachment local chengdu new Oriental who leave executives

　　昨日，当华西都市报记者就新东方教育亏损裁员一事，向成都新东方市场部负责人黄治球求证时，得知他已从学校辞职。他说，与他一起辞职的还有很多老师和基层员工。离开时，成都新东方都按相关协议给离职人员支付了相应赔偿金。

yesterday,When the WCC reporters were new Oriental education loss about jobs,Chengdu new Oriental to chief of department of HuangZhiQiu when verification,That he has resigned from the school.He said,With him to resign and many teachers and junior staff.leave,Chengdu new Oriental in the agreement to leave the corresponding personnel pay damages.

　　“其实新东方教育的问题和裁员早就开始了。”据黄治球说，一年多来，一般裁的是非核心岗位员工，但也有一些关键岗位的人员主动离开。比如原成都新东方国外部主管、中学部主管、新东方前途出国咨询成都分公司总经理任林。

"In fact new Oriental education problems and layoffs begins early."According to HuangZhiQiu said,For more than a year,Generally the cutting is the core job employee,But there are some key positions and personnel from the initiative.Such as the original chengdu new Oriental countries outside director/Middle school director/New Oriental future go abroad consulting chengdu branch general manager RenLin.

　　据悉，成都新东方近两年管理层变动很频繁。2011年吴强代替赵尔迪成为成都新东方校长，才半年多时间，成都新东方校长又变为高嵩。市场部经理也从赵尔迪时期的金帅连换3人，而第三人黄治球目前已经离开。

It is reported,Chengdu new Oriental nearly two years management changes are frequent.In 2011 WuJiang instead of ZhaoErDi become chengdu new Oriental the headmaster,Just more than half a year,Chengdu new Oriental principal and into GaoSong.Marketing manager from ZhaoErDi period of golden Marshall even in 3 people,And the third person HuangZhiQiu has left.

　　据一位不愿透露姓名的业内人士说，现在培训市场竞争相当激烈，学校招生越来越难，在学校扩张教学网点后，招生状况依然没有改善，最终运营成本越来越高，裁员是降低成本的最直接的方式。选择主动离开者更多的是看不到发展空间，只能寻找更好的去处。

According to one does not wish to disclose the name of the personage inside course of study says,Now training market competition is fierce,The school recruit students has become more and more difficult,In the school teaching network expansion after,Enrollment condition is still not improve,Final operating costs more and more high,Downsizing is to reduce the cost of the most direct way.Choose active leaver more is the blind development space,Can only find a better place.

　　

裁员原因 Layoffs reason

　　不扩张没投资，一扩张就亏损 Don't expansion didn't investment,A spreading is loss

　　新东方陷入扩张怪圈 New Oriental into expansion circle

　　对于新东方教育的财报亏损和裁员原因，一些主流媒体归结为扩张过快。对此，黄治球认为，深层次的原因是投资人的压力。一味追求投资高回报和教育自身有着渐进规律的矛盾显得不相容。如何满足投资人的高要求，简单的方式就是快速扩张，但现在的培训市场仅靠扩张并不能保证生源的正比例增长。于是，新东方陷入了越亏损越扩张，越扩张越亏损的怪圈。

For new Oriental education financial losses and layoffs reason,Some mainstream media due to rapid expansion.this,HuangZhiQiu think,Deep reason is the pressure of investors.Blindly pursue high investment returns and education itself has a gradual law of contradiction is not consistent.How to meet the high demand of investors,A simple way is fast expansion,But now training market only by the expansion does not guarantee the direct ratio growth of students.so,New Oriental into the loss the expansion,The loss of the expansion cycle.

　　新东方的问题在投资人的压力下，在各地分校开始表现出来。一离职管理高层以成都新东方为例说，先是频繁更换校长。在赵尔迪时期，业务还相对稳定，赵甚至还在四年任内将成都市场份额从两千多万元做到过亿元。但总部并不满意，一再更换校长。而新校长的管理，让员工并不太适应，一些高管相继离开。一离职者坦承，领导者对经营和市场运作不太懂行，这也是很多优秀人才流失的原因。

New Oriental problem in under the pressure of investors,At around the show began.Leave a top management in chengdu new Oriental for example said,First principal frequent change.In ZhaoErDi period,Business is relatively stable,Zhao even in four years will be under the chengdu market share from more than two thousand yuan to one hundred million yuan.But headquarters was not satisfied,Change again and again the principal.The new President of the management,Let the staff is not too orientation,Some executives have to leave.Leave a person admits,The leader of operation and market operation don't know,This is also a lot of reasons of the loss of talents.

　　“与成都本土教育培训留学机构相比，新东方并没有沉下去找寻目标消费者。”成都市民办教育协会培训专委会一成员分析，现在的学生和家长要求越来越高，市场越来越细分化。新东方除了留学语言考试的大学市场和泡泡少儿英语外，在中小学课外辅导领域并不占据优势。在传播策略上，依然突出主品牌。在小升初、中考和高考师资方面，大部分为大学毕业生和研究生，也不如成都本土机构的实力强。记者观察

"And the chengdu local education training institutions abroad compared,New Oriental is not sink find target consumers."Chengdu private education association, a member of special training analysis,Now the students and parents' request more and more high,The market is more and more differentiation.New Oriental in addition to study in the university language test market bubble and the children's English,In the primary and middle school after-class tutoring is not a dominant position in the field.In the communication strategy,Still outstanding master brand.In another/Tests and the university entrance exam in teachers,Most for university graduates and graduate students,Also as chengdu local mechanism of strength.Reporter observed

　　

教育过度产业化俞敏洪“压力很大” Education excessive industrialization Mr Yu"Under a lot of pressure"

　　在新东方上市后，俞敏洪曾在多个场合中流露出悔意。作为一家上市的教育机构，在保持业绩持续增长的同时，还要保证教学质量，这让俞敏洪“压力很大，很疲惫”。

In the new Oriental after listing,Mr Yu have on many occasions midstream regret.As a listing of the education institutions,Maintain sustained growth in performance at the same time,To ensure the quality of teaching,This let Mr Yu"Under a lot of pressure,Very tired".

　　为了投资人的短期利益，新东方不得不走上以品牌支撑扩张，以扩张支撑市盈率，以高市盈率强化品牌的道路。

In order to investors short-term interests,New Oriental has to with the brand to support expansion,To expand support p/e ratio,With high p/e ratio strengthen brand road.

　　但教育不是规格化的产品，属于用户体验度较高的特殊长线商品，优秀师资是核心竞争力，而非营销扩张。尽管“俞老师”深知教学质量的重要性，但在投资人的压力下，走上这条道路必然是量与质无法两全，因此才让他感觉很疲惫。

But education is not normalized product,Belong to the user experience degrees higher special long term commodity,Good teachers is the core competitiveness,Rather than marketing expansion.although"Shu teacher"Know the importance of the teaching quality,But under the pressure of investors,On this road is necessarily quantity and quality can't be satisfactory to both parties,So just let him feel very tired.

　　这次亏损裁员即是多年隐患的集中爆发。不过，换个角度看，这或能让新东方当机立断，顶住投资人的压力，重新回到符合教育规律的道路。

The losses layoffs is hidden for years of concentrated outbreak.but,From another point of view,This or can make new Oriental make a prompt decision,Resist the pressure of investors,Back to conform to the education law of the road.