Why is Xueersi preparing for the future? Understand the operational logic behind the training organization

Before Xueersi changed its name to return the future, Zhang Bangxin, CEO of Good Future, issued a voice to “reshape” the good future with technology and the Internet in an email to all employees.

On the eve of the group's name change, Zhang Bangxin's internally proposed three annotations of technology-driven, talent-driven and quality-leading coincided with the first one.

The reason for Xueersi's name change comes from the official explanation: the name ”Xueersi" is used at the same time at the three levels of science, Peiyou Division and group, which has caused confusion among many internal and external customers and diluted Xueersi's competitive advantage.

According to Xueyersi's internal reason investigation, there are two main reasons for the name change:：

1. Network brand reconstruction: To truly embrace the Internet, users must forget their previous physical brands.

What touched Zhang Bangxin's real decision to change his name and split was the ups and downs of Suning TESCO, which had nothing to do with Xueyersi. “When customers think about the Suning brand, they think of the electrical experience store on the street. I think that if Suning wants to embrace the Internet, it is good to call the online mall TESCO. Why should it be called Suning TESCO? They always want to migrate the brand to the past, but the minds of users cannot be migrated in the past. Learning and thinking about science is excellent, but new things are the process of reconstruction. So don't call the name of the group Xueersi. In addition to Xueersi, we will make something new again. Do your own things, new things may hurt learning and thinking, but learning and thinking will always be impacted, but if you don't beat yourself, others will beat you too.”

2. Push sub-brand development: all sub-brands are self-named, independent of future learning and thinking, and promote self-iteration of sub-brands.

Subjectively, Zhang Bangxin hopes that through the “deregulation” of the brand, he will give more space to Chinese, English and other businesses. He said to the media: “If a brand has to rely on learning and thinking to endorse him to get up, if it can't get up without these three words, it will die by itself. I prefer them to do it independently, pushing themselves to the top of the mountain, and there is no retreat. Xueersi only provides soft support such as values, funds, and concepts, but hard support such as enrollment is not given. ”