最近一段时间，国内知名教育培训机构新东方教育科技集团频陷舆论风波。

Recently for a period of time,Domestic well-known education training institutions, new Oriental education technology group frequency in public opinion.

　　先是被美国浑水公司调查，导致股价大跌，市值蒸发大半；随后又陷入亏损风波，其日前发布的2013财年第二季度未经审计的财报显示，去年9月到11月，新东方净亏损达1580万美元。这是其最近四年以来首次净亏损。

First by muddy water companies in the United States,Stock prices tumbled,Wiping out most of the;Then into loss,Its released by fiscal 2013 second quarter unaudited results show,September to November last year,New Oriental net loss of $15.8 million.This is a net loss for the first time since the last four years.

　　最近，又有媒体曝出新东方集团要在全国关闭部分门店并裁员的消息。作为中国教育培训市场的“老大”，新东方为何频陷各种风波？业内人士分析称，其“大跃进”式的规模扩张，是其陷入亏损的主要推手。

recently,And media showed the new Oriental group be closed stores across the country and the news of the layoffs.As the education training market in China"The boss",Why various wave frequency in new Oriental?Industry analysts say,its"The great leap forward"Type of scale expansion,Is the main driving force of its into loss.

　　日前，有媒体曝出新东方集团首席财务官谢东萤在日前一次电话会议中宣布，接下来将在全国范围内关闭15到25个教学中心，4个月内将裁员1000到1500名。随后，该消息获得上海、成都等地新东方学校相关人士的证实。

recently,The media showed the group's chief financial officer of new Oriental school hsieh in recently said in a conference call,Will shut down across the country next 15 to 25 teaching center,4 months will cut 1000 to 1500.then,The message for Shanghai/The proof of related people in places such as new Oriental school in chengdu.

　　

员工称收到裁员邮件 Staff said getting the mail

　　“裁员一说在我们集团内部早已不是什么新闻。”昨日，在位于沙坪坝区的新东方重庆总部所在地教学中心，该中心一名课程咨询员告诉商报记者。

"Jobs said Monday in our group had not any news."yesterday,In the center of the headquarters is located in chongqing shapingba district new Oriental school teaching,The center a program consultant told commercial daily reporter.

　　在该中心3楼的报名咨询处，有10名工作人员坐在咨询台后等待客户前来咨询、报名。但记者在咨询处观察了大约50分钟，期间有3个人在报名处咨询报名。就在该中心3楼有28间教室，虽然正是寒暑假教育培训市场高峰，但正在授课的教室不到50%，正在上课的教室内，上座率普遍只有三成左右。

In the center of 3rd floor office,Ten workers waiting for customers to come to counseling after sitting on the desk/To sign up.But the reporter observed in the office for about 50 minutes,There are 3 people in BaoMingChu during consultation for registration.Is in the center of the third floor has 28 classrooms,Although it is summer and winter vacation education training market peak,But is fewer than 50% of classroom teaching,Are within the classroom in class,Attendance is generally only about thirty percent.

　　“就在一个多星期以前，我们所有基层员工都收到一封从总部发出的邮件，邮件大概内容是说，新东方接下来可能会面临大范围的调整，也可能会因此关闭掉部分亏损或盈利情况不好的门店，当然，也可能会涉及到裁员问题。”在新东方从事课程销售的内部人士告诉商报记者，“邮件的意思其实非常清楚，就是让我们提前做好心理准备，接下来可能要关店裁员了。”

"Is more than a week ago,All our employees at the grass-roots level have received an email from hq,Email content is probably said,New Oriental next may face a wide range of adjustment,Is likely to be so close out part of the loss or profit situation not good stores,Of course,,May also involve the problem of layoffs."In new Oriental course sales insider told commercial daily reporter,"Mail's meaning is very clear,Is to make we prepare in advance,Then may have to put up the shutters job cuts."

　　不过，新东方重庆总部人力资源部一名李姓工作人员在接受商报记者采访时表示：“我们对具体情况也不知道，暂时还没有收到总部关于关店或者裁员方面的通知。”

but,New Oriental chongqing headquarters a hr staff said in an interview with commercial daily reporter li:"We don't know for the specific circumstances,Headquarters of temporarily haven't received the notification about the shutters or layoffs."

　　针对裁员的消息，昨日，商报记者多次致电新东方集团董事长俞敏洪的秘书王学文，但截至记者发稿，对方手机始终处于关机状态。

According to the news of the layoffs,yesterday,Commercial daily reporter repeatedly call Wang Xuewen, secretary of the new Oriental group chairman, Mr Yu,But as of press time,The other phone was turned off.

　　

半年前已现问题端倪 Six months ago have now problem

　　作为最早一批进入重庆市场的教育培训机构，新东方在重庆已有10年历史，并建成了13个教学点。

As the first into the market of chongqing education training institutions,New Oriental has ten years history in chongqing,And built 13 to teach children.

　　上述内部人士透露，其实早在半年前，他们就已对新东方内部可能爆发出的一些问题有所察觉。“原本我们在重庆的十几家学习中心，每个月都会分别向总部上报各自的课程销售和报名情况，以方便总部进行相应的统计和绩效评比，但最近半年，重庆这边的所有学习中心都已停止了该项上报。”他说，目前在重庆市场，新东方各个教学中心的经营情况，他们内部员工也并不清楚。因此，他表示：“在最终的正式关店和裁员通知下来之前，我们也不知道哪个店可能会被关，哪些员工可能会被裁。”

The insiders said,In fact as early as six months ago,They have new Oriental interior may have some problems to notice."Originally we dozen learning center in chongqing,Report to headquarters separate courses every month sales and application situation,Facilitate the headquarters for the corresponding statistics and performance appraisals,But in recent half a year,Chongqing side all of the learning center has stopped the report."He said,At present in chongqing market,New Oriental management of every teaching center,Their internal staff also is not clear.so,He said:"In the final official close shop and layoff notices down before,We also don't know which shop will be closed,Which employees may be laid."

　　

“大跃进”藏陷阱？ "The great leap forward"Hidden trap?

　　从1993年11月16日创立出国留学语言考试培训部至今，新东方在中国教育培训市场已走过近20年历程。期间，新东方先后通过组建集团、纳斯达克上市等一系列动作，奠定了其在中国教育培训市场龙头老大的地位。

From founded on November 16, 1993 training department to go abroad to study a language test,New Oriental education training market in China has been through nearly 20 years.During the period,Successively by a group of new Oriental school/A nasdaq listing and a series of actions,Laid the education training market leader position in China.

　　这样一个迅速成长起来的教育培训巨头，为何最近频频陷入风波？

Such a rapidly growing up education and training,Why has been in turmoil?

　　“在我看来，过去一年‘大跃进’式的发展思路，是造成新东方今日局面的首要因素。”国内知名教育培训企业龙文集团总裁刘映东昨日接受商报记者采访时表示。

"In my opinion,Over the past year‘The great leap forward’Type of development,Is the first factor caused today's situation of new Oriental school."Domestic well-known education training enterprises Long Wen group President LiuYingDong accept commercial daily reporter said in an interview yesterday.

　　新东方2012年财报显示，过去一年，新东方在国内新增教学中心达238家，这一数字远远超过新东方2011年公布的来年新增80到100家的计划。

New Oriental reported in 2012,Over the past year,New Oriental, 238 new teaching center in the country,This far exceeds anything new Oriental school New Year 80 to 100, published in 2011.

　　“扩张对教育培训企业而言，意味着三大成本的增加。”知名教育培训机构上海吉的堡教育集团总经理黄金贞昨日接受商报记者采访时表示，“一是房租场地成本的上升，二是员工数量上升带来的薪酬成本增加，三是为吸引足够多学员导致营销成本的增加。”

"Expansion of education training enterprises,Means that the increased cost of the three."Fort Shanghai well-known education training institutions of education group general manager Huang Jinzhen accept commercial daily reporter said in an interview yesterday,"One is rent costs rise,Second, number of employees increase compensation costs increase,3 it is to attract enough students led to the increased cost of marketing."

　　公开信息显示，截至2012年年底，新东方员工数量达三万人以上，全国范围内建立了七百多个教学点。刘映东认为：“由此造成的成本负担成为将新东方拖下亏损泥沼的主要推手。”

Public information display,By the end of 2012,New Oriental's number of employees more than thirty thousand people,Across the country set up more than seven hundred places.LiuYingDong think:"The resulting costs will become a new Oriental drag losses of mud under the main driving force."

　　而多名新东方内部人士亦在接受采访时表示：“过去一年，新东方为了吸引更多学员能就近培训，在教学点扩张的力度上有所增大，但一些新增教学点和市场根本不匹配，获得的回报远远不够。”

And a number of new Oriental, insiders also said in an interview:"Over the past year,In order to attract more students can go to the training of new Oriental school,On the teach expansion efforts is increased,But some of the new school and the market doesn't match at all,Returns is far from enough."

　　

纵深 In depth

　　数千培训机构重庆市场谋食 Thousands of training institutions in chongqing market for food

　　查阅重庆市工商局的注册信息，商报记者发现，培训机构名称中含有“教育”二字的就达2442家，如果加上企业名称中不含“教育”二字的培训机构，这个市场抢食者无疑更加庞大。

Consult the chongqing administration of industry and commerce registration information,Commercial daily reporter found,Name contains training institutions"education"The word reached 2442,If by excluding in the enterprise name"education"The word of the training institutions,The market of predator is more big.

　　“自从在一次校园活动中填交了一份某英语培训机构的调查问卷表后，就频频接到来自该企业的课程推销电话，尽管我已经婉拒了很多次，但依然浇不熄对方的推销热情。”重庆工商大学一大三学生告诉商报记者。

"Since in a campus activities form a copy of an English training institutions after questionnaire,Has been sell phone calls from the enterprise's course,Although I have declined the many times,But still sprinkle don't extinguish the sales enthusiasm."Chongqing university of industry and commerce a junior told commercial daily reporter.

　　“最近两年，教育培训市场的竞争明显更加激烈，感觉一夜之间冒出来了很多同行。”位于沙坪坝区小新街的美联英语培训学校，一名正在接受课程咨询的工作人员也告诉商报记者，“尽管调查显示，教育培训市场规模一直在不断增大、学员整体数量不断增多，但我们机构的学员数量却并未随之增长。寒暑假是教育培训旺季，但我们目前招收的学员跟去年同期相比，仅仅勉强持平。”

"The last two years,Education training market significantly more competitive,Feel suddenly take out many of his peers."Is located in shapingba district of small new street al English training school,A is under course business consulting staff also told reporters,"Although according to the survey,Education and training have been increasing the size of the market/Students overall quantity is increasing,But our agency didn't rise in the number of students.Summer and winter vacation season is education training,But we are currently recruiting students compared with the same period last year,Just barely flat."

　　

大班教学模式已不合时宜 Big class teaching mode has been misplaced

　　“十年前的教育培训市场尚处于培育期，当时竞争者不多，企业成长的第一要务就是扩张，唯有扩张能带来绝对的市场占有率和企业融资，也唯有扩张才能迅速打造出知名品牌。”知名培训机构教航集团重庆分公司总经理陈渝娟坦言，但近两年，全国教育培训机构突破万家，这个市场正在发生变化。

"Ten years ago is still in the incubation periods in the education training market,At that time not many competitors,The first priority is the expansion of firm growth,Only expansion can bring absolute market share and corporate finance,Also only expansion can quickly make a famous brand."Well-known training institutions teach Chen Yujuan navigation group, chongqing branch general manager said,But in the past two years,Breakthrough, the national education training institutions,The market is changing.

　　“侧重学员的个性化需求，成为一个显著特征。”陈渝娟表示，以前的学员出于价格等方面考虑，尚可接受大班式教学，但如今随着收入提高、教育投资加大，很多学员事实上更需要“点对点”式的小班教学。

"Focus on students' personalized needs,Become a remarkable feature."Chen Yujuan said,Before the students out of the price into consideration,Acceptable method of large type teaching,But now as incomes rise/Increase the education investment,In fact many students are needed"Point to point"Type of small-class teaching.

　　“以前我儿子在小区旁边一家小型培训机构学画画，一个班只有三四名学员，授课老师可能没有一些知名机构的老师经验丰富，但能通过‘点对点’式的授课保证学习质量。”渝中区某国企部门主任昨日告诉商报记者，“后来换到一家规模和名气较大的培训机构学习后，由于一个班学员太多、老师精力有限，学习效果反而不如之前，后来我们只好又换了一家以小班教学为主的教育培训机构。”

"Before my son was surrounded by a small training institutions to learn painting,A class only three or four students,The instructor may not have some well-known institutions experienced teacher,But can pass the‘Point to point’Ensure the quality of learning to teach."Yuzhong district yesterday told, director of the department of a state-owned commercial daily reporter,"Then switch to a scale and fame after major training institutions to learn,Due to a class of too much/The teacher energy co., LTD.,Instead of learning is better than before,Then we had to change a predominantly small-class teaching education training institutions."

　　“现在大多数教育培训机构都在适应这种更加细致、更加有针对性的‘点对点’式服务模式，新东方仍然固守传统的大班教学模式，显然有点不合时宜了。”黄金贞坦言。商报记者查阅新东方目前的主打课程项目发现，超过半数的课程项目，一个班的招生人数在100人以上。其中，涉及国内外考试培训、中小学考试辅导等课程项目，开班人数甚至达到500人。

"Now most of the education training institutions are adapt to this more carefully/More targeted‘Point to point’Service mode,New Oriental still cling to the traditional class teaching mode,Obviously a bit inappropriate."Huang Jinzhen admitted.Commercial daily reporter refer to new Oriental's main course items found at present,More than half of the course project,The enrollment of a class the number at more than 100 people.Among them,Involves the examination training at home and abroad/Primary and secondary school examination counselling course project,Class number even reach 500.

　　“对如新东方一样的大企业而言，因为上下沟通和决策的时间问题，往往很难在第一时间把准市场的变化，并随之快速作出反应。”陈渝娟认为，这也成为新东方集团连番遭遇问题的另一大重要原因。

"For big companies like new Oriental,Because the upper and lower communication and decision a matter of time,It is often difficult to put in the first time must the change of the market,And then quickly respond."Chen Yujuan think,This has become a new Oriental group, many suffering another important cause of the problem.

　　

建议 advice

　　培训机构应从“大”转型到“精” Training institutions should be"big"Transition to"fine"

　　“教育培训市场在变化，企业也应该去适应这样一种变化。”重庆大学教授曾国平昨日接受商报记者采访时表示，“比如以前大家在购买产品时或许对价格更敏感，但发展到现在，产品的品质才是销量的关键。”

"Education training market in change,Enterprises should also adapt to such a change."Ceng Guoping yesterday, a professor at the university of chongqing commercial daily reporter interview said,"Such as when you buy the product before may be more sensitive to price,But today,The quality of the products is the key to sales."

　　在曾国平看来，盲目扩张或许能在短时间内提升市场占有率，但时间一长，就很可能面临管理跟不上、成本高企、内部运作混乱等现实问题。

It seems to Ceng Guoping,Blind expansion may be able to increase the market share in a short time,But a long time,Will likely face management can't keep up/Cost is high/Disorder of the inner workings reality problem.

　　“就教育培训市场而言，以前是强调‘大’和规范，现在是强调‘精’和个性化，相信每一个走进培训机构的学员希望得到的都是，老师针对自身实际情况给出的指导和帮助，而非跟其他各种不同类型的学员一样，接受同一种指导。”陈渝娟坦言。

"In terms of education training market,Used to be stressed‘big’And the specification,Now is to emphasize‘fine’And personalized,Believe that every students wish to get into the training institutions are,The teacher according to their own actual situation give guidance and help,Rather than with any other different types of students,Accept the same instruction."Chen Yujuan admitted.

　　而多名教育培训行业业内人士在接受商报记者采访时均谈道：“在教育培训市场，对大企业而言，固然有来自品牌、师资、科研等方面的优势，但是小企业往往更能灵活地把住市场的脉搏，第一时间听到学员不断变化的需求，并随之作出调整。”

And a number of education and training industry insiders said in an interview with business newspaper reporters:"In the education training market,For large enterprises,Is from the brand/The teachers/Scientific research, etc,But small businesses tend to be more flexible living the pulse of the market,First heard students changing needs,And then make adjustments."

　　“不仅仅是在教育培训行业，从诺基亚到索尼，未能适应市场变化导致企业遇困的案例在各行各业都不鲜见。”陈渝娟说。

"Not just in education training industry,From nokia to SONY,Failed to adapt to market changes in the enterprise when trapped case is not rare in all walks of life."Chen Yujuan said.