在哈佛商学院的校园里和艾问的哈佛演播室,我们见到了张熙。哈佛、北大、五百强高管、精锐教育的创始人,张熙身上的标签每一个都让人羡慕。

We saw Steve Zhang at Harvard Business School campus and then at Harvard Studio of iAsk. Harvard alumni, Peking University alumni, executive of fortune 500 companies, each one of these labels Steve Zhang got can make one enviable.

在艾问两个多小时的拍摄中,张熙一直神采奕奕,我们从他在哈佛求学聊到创业的初衷,从精锐教育登陆纽交所聊到连续投资实现产业布局。看得出来,他对精锐教育在过去十一年交出的答卷是满意的。

Steve Zhang looked freshened at all time during the over 2 hours interview with iAsk. From his time at Harvard to how he went to start his own business, from OneSmart’s IPO at NYSE, to its serial investment for industrial deployment, we can tell he is pretty happy with OneSmart’s development over the past 11 years.

去年11月,精锐教育公布了上市后的首份年报,2018财年总收入28.63亿人民币,同比增长近40%。张熙对艾问表示,希望精锐教育未来十年的收入都能保持40%-50%的增长。

Last November, OneSmart released its first Annual Report after IPO. Total revenue for 2018 fiscal year is 2.863 billion RMB, representing a near 40% growth year on year. Steve Zhang told iAsk that he hoped OneSmart could maintain a 40%-50% annual growth in the next 10 years.

但从教育的红海中杀出重围,张熙和他的精锐教育其实并不容易。有人曾在《疯狂的黄庄》中这样描述校外教育在北京的高浓度聚集地——海淀黄庄:

However it has not been easy for Steve Zhang and his OneSmart to fight their way out in the tug of war in education business. The article Crazy Huangzhuang vividly depicts the intensity of after-school education in Huangzhuang, Haidian District–the most concentrated hub for after-school education in Beijing:

每到周末,海淀剧院门口的知春路总会堵车。

When it comes to weekend, one could always see a heavy gridlock in Haidian Theatre section of Zhichun Road.

原本的双车道只剩下一条,因为外侧车道完全成了停车场。一辆辆等候在路边的私家车上,背书包戴眼镜的学生们行色匆匆,出入于各个课外班。

The kerb lane is completely packed with a huddle of cars waiting outside the after-school classes, turning the duel-lane road into single-lane. Spectacled students strapped with heavy schoolbags are busy hopping from one class to another.

拥堵最严重的银网中心,同时也是课外机构的大本营。

The most congested area is Yinwang Centre, as here is the base camp of major after-school tutoring institutions.

在这里,驻扎着数十家培训机构,上百间教室,几百张课桌,以至于有人说,“一个孩子就算不去公立校,也可以在这栋20层大楼里完成K-12阶段的全部课程,甚至包括留学申请。”

Yinwang Centre is home to more than a dozen of after-school course providers with over a hundred of classrooms and hundreds of desks. Some even say, student is able to finish all K-12 courses and complete his overseas college application at this 20-floor building without spending a single day at public school.

“疯狂的黄庄”是中国校外教育市场疯狂膨胀的显眼注脚。优质教育资源稀缺和不均衡分布,和家长“望子成龙”的迫切期待与焦虑,成为校外教育如日中天的重要推手。

Crazy Huangzhuang is a gigantic footnote of the rapid expansion of after-school tutoring market in China. The scarcity and distribution disparity of quality education resources, as well as parents’ obsession and crying eager for their kids to thrive, are the main driving forces for China’s booming education market.

一面是欣欣向荣,开花结果;一面是群雄苦战,贴身肉搏。激战正酣的教育江湖,以大浪淘沙的方式涤荡出成功的商业模式、优质的服务与产品,精锐教育便是这样杀出来的。

One side of the market is fruitful prosperity, the other side is arduous and fierce struggles. In this battlefield, only those with successful business model, plus quality service and products will be winnowed out. That’s exactly how OneSmart emerged in the competition.

本期《艾问顶级人物》,艾问创始人艾诚对话张熙,聊聊精锐教育成长背后的故事。

In this issue of iAsk Top Leaders, Gloria Ai is having a conversation with Steve Zhang, to unveil the behind-the-scene stories during OneSmart’s growth.

学习力是教育的第一性原理?

Is building learning power the first principle of education?

曾任北大校长的蔡元培是这样定义教育的,“教育者,养成人格之事业也”。张熙说,在北大的那几年,让他真正懂得了做教育要耐得住寂寞。“在北大,最主要的是会拥有这种情怀,家国天下的情怀。”

According to Former President of Peking University Cai Yuanpei’s definition, education is a course of character building. During his days at Peking University, Steve learned that one must can endure loneliness to be an educator. ”The important thing about studying in Peking University is that one will hold a deep care for the fate of his nation”.

与很多一味追求提高成绩的校外辅导不同,精锐教育旨在培养学生的学习力。“知识本身不是说第一重要,因为知识都会不断演化,重要的是学习力,学习力是什么?学习的动力、学习的能力,还有学习的毅力,你今天学到的东西可能有一天会过时,但学习的兴趣、能力、方法是会持续下去。”

Different from those after-school institutions who only focus on grade improvement, OneSmart aims at building students’ learning power. ”Knowledge itself is not the most important thing, as knowledge will always be evolving. What’s really important is the learning power, which is students’ motivation, ability, and willpower to learn. What you learn today might be outdated in the future, but your interest in learning, your learning ability and method will always sustain”.

在谈到学习力时,张熙非常坚定,他相信精锐培养孩子们的学习力是绝对正确的一件事。在哈佛商学院看过上万个商业案例的高密度学习让张熙更加深刻地洞察教育的本质,案例教学法也已经被张熙延展进了基础教育,他要把这种学习知识和思考的能力尽早地告诉学生。“一个人绝大部分学习的方法,学习的习惯,其实都是在中小学时期形成的,因为那个时候是他学习能力最强的时候。”

When talking about learning power, Steve firmly believes that building learning power is an absolute right vision for OneSmart. The intensive study of tens of thousands of cases in Harvard Business School allows Steve to discern the essence of education, hence case method is also incorporated in OneSmart’s basic education. Steve wants to build students’ ability to learn and think as early as possible. “Our learning method and habit are usually established in primary and secondary school, because that’s the period when we have the strongest ability to learn.”

顺势而为,尊重规律,坚守初心,强调价值,这是常识,也是在教育行业披荆斩棘保持持久竞争力的利刃。

Seize the momentum, respect principles, stay true to the heart, and create value, these common senses are the secrets to blaze a trail and keep an edge in education business.

2012年3月,《教育信息化十年发展规划(2011–2020)》对教育信息化建设提出了指导意见和总体方向,这一年也被称为中国教育信息化元年。此后,在线教育兴起,一时间群雄并起,资本疯涌。

In March 2012, Ministry of Education released the Ten Year’s Development Plan of the Informationalization of Education (2011-2020), which set out guidelines and general development direction for informationalization of education in China. 2012 was considered as the first year for education informationalization, starting from when we witness the rise of online education, the surge of scrimmagers and capital injections in this sector.

恰如人们对海淀黄庄的定位,“就像一架超速运转的快车,快得让人喘不过气。”盛名之下,暗隐危机。随着潮水褪去,泡沫破裂,大量站在线教育风口上的公司或项目只剩一地鸡毛。忽视教育本质,单纯以技术的思维做互联网教育被实实在在地泼了一盆冷水,市场的土壤再肥沃也不能抽枝长叶,更无须提开枝散叶。

”Just like sitting in an overspeeding train, one can barely breath”. This is what people say about Huangzhuang. Behind the glorified appearance, there lies hidden risks. As the tide receded, bubbles burst, and wind stopped, flocks of companies and projects at the center of whirlwind were blown away with nothing left. Heavy rain splashed off on the parade of those tech-driven education projects. The essence of education shall never be neglected, otherwise even with the most fertile soil of market, no plantlets will burgeon.

“活下来”的张熙说,“我们都知道用技术来拥抱自己的业务,真正的教育机构实际上要做的是培养学生最强学习力,教育应该回归本源。”

Steve said, ”We all could use technology to embrace our own businesses. But a real educational institution should nurture the strongest learning power a student can have. Education business should return to its roots. ”

精彩对话:

Conversation highlights:

艾诚:在来哈佛之前,您在北大求学,这两段教育经历对您后来经营了十几年的精锐教育有影响吗?

Gloria Ai: You studied at both Peking University and Harvard, what kind of impact do these two periods have on you in running OneSmart over the past 11 years?

张熙:应该是有很大影响。在北大几年的时间,最主要的是你会拥有这种情怀,你看做教育的,北大出来的很多。因为做教育要耐得住寂寞,本身你得有情怀,有家国天下的情怀。哈佛这几年,会让你对东西方的教育有更深的理解,像我们把哈佛商学院的案例教学法就延展进了基础教育。

Steve Zhang: Huge impact. Studying at Peking University really makes people have a deep care for great causes. There are a lot of educators who graduated from PKU. One must can endure loneliness to be an educator, and educators need to have strong care for the fate of their nations to motivate them. During my time at Harvard, I got a deeper understanding of eastern and western education style. We also applied Harvard Business School’s case method in OneSmart’s basic education.

我们相信一句话,叫知识会过时,但学习知识的能力永远不过时,这种思考的能力,学习的意愿,学习的能力是终身都存在的。

We believe that the knowledge you learn today might be outdated in the future, but your learning power will always sustain. Your ability and will to think and learn will always be there in your whole life.

面前这三道题,精锐如何作答?

How does OneSmart cope with these three puzzles?

2018年3月28日,精锐教育在其成立的第十一个年头,赴美上市了。张熙在致全体精锐人的一封信中表示,“未来十年,是教育的盛世,黄金的时代。时代赋予我们巨大机遇,同时也将带给我们前所未有的巨大挑战。只有拥抱变化,戒骄戒躁,持续谋变,锐意创新,砥砺前行,才能在教育的风口中扬帆起航,在提升孩子学习力、成就孩子美好未来的同时尽情抒发我们教育的情怀,彰显我们的公司价值。”

On 28th March 2018, OneSmart was listed in US stock market after establishing for 11 years. In his letter to OneSmart staff, Steve Zhang said: ”The next ten year is the flourishing age and golden era for education. Great opportunities as well as unprecedented challenges are in front of us. Only by embracing changes and innovation, and keeping guard against arrogance and impetuosity, can we advance forward in education sector. This is a great cause that will not only improve students’ learning power and help them thrive for a better future, but also allow us to fulfill our educator dream and manifest our company value”.

机遇,挑战,拥抱变化。这是摆在张熙面前的三道题。

Opportunity, challenge, change, these are the three puzzles in front of Steve Zhang.

教育行业的政策和环境带来的机遇是显而易见的。报告显示,2018年教育行业一级市场融资579起,同比增长41%;融资金额达524亿元,同比增长近90%。张熙说,未来五到十年,几个最主要的利好政策都在继续:首先是二胎政策;其次是消费升级;第三是优质教育资源的缺乏。

Government policies and better industrial environment have brought apparent opportunities to education business. In 2018, 579 education companies went public and raised 5.27 billion RMB aggregated, that was 41% and 90% increase compared to their respective figures the year before. Major favorable policies will continue for the next five to ten years, such as second-child policy, consumption upgrade, and develop quality education resources.

但市场大了,免不了鱼龙混杂。一个又一个看起来不起眼的“草台班子”冲进来,他们看起来不起眼,杀伤力不够,也各自为战,但无声无息地分食市场蛋糕,成为无数个导致巨头翻船的“小阴沟”。

However, when the market expands, it also becomes quite a mixed bag. More and more inconspicuous hamfatters enter the market, and take a slice of the cake of market quietly. These small-sized independent companies look seemingly benign, but sometimes they may be the reason that lead to shipwreck of a magnate.

精彩对话:

Conversation highlights:

艾诚:精锐教育有什么核心竞争力?

Gloria Ai: What’s the core strength of OneSmart?

张熙:我们更强调的是个性化,因材施教。商业竞争的核心就是差异化的竞争,所以从一开始,我们就是要提供最好的精英教育,更个性化的教学,根据每一个学生的特点,为他做更好的量身定制。

Steve Zhang: We use individualized approach and teach students in accordance to their aptitude. Business competition is all about differentiation advantage. We were clear from the outset that we want to provide the best elite education with individualized teaching approach based on each student’s character.

艾诚:虽然2018年的收入增长非常快,但是2019年第一季度的财报却是亏损的,是不是因为精锐的极速扩张大幅度推升了成本?

Gloria Ai: You had a rapid growth in 2018, but OneSmart reported a loss in 2019 Q1. Is your rapid growth ramping up the cost?

张熙:核心的原因是我们加快了开新中心的速度,一季度本身对我们公司来讲是一个淡季。所以额外增加一点点亏损,占比就显得很高。实际上是我们故意把新开的学习中心都放在一季度,这是非常暂时性的。

Steve Zhang: The key reason is we accelerated our pace in opening up new study centers, plus Q1 was a slack season for us, that translated into extra loss. Actually we decided to open new study centres in Q1 on purpose, and the loss in Q1 is temporary.

想要把对手甩开,就要比对手先拥抱变化,要跑得足够快。

To get rid of opponents, one must embrace changes before his opponents, and run fast enough.

2018年年初,精锐教育完成了对小小地球STEM英语的收购;8月,精锐教育全资收购天津华英教育;两个月后,精锐教育实现对巨人教育的收购,将这家拥有近25年历史的教育品牌收入囊中;今年3月,精锐教育再添一笔收购,拿下蒂比艺术成长,进军素质教育领域。

OneSmart acquired FasTrack English at the beginning of 2018 and purchased 100% of Tianjin Huaying Education in August 2018. Two months later, it acquired a strategic minority equity stake in Tus-Juren, a renowned education brand with 25 years history. This year March, Dibee Art was acquired by OneSmart, marking the latter’s deployment on quality education.

收购,只是张熙拥抱变化的一个注解。用资本的力量扶持更多行业内优质的初创企业,才是他的完整答案。

Acquisition is just a footnote of how Steve embraces changes. His complete answer is to use the power of capital to support more quality start-ups in this industry.

2018年3月,素质教育机构汉翔书法宣布完成数千万元A+轮融资,投资方为精锐教育;5月,溢米辅导完成1000万美元的B轮融资,精锐教育跟投;7月,麦淘亲子宣布完成近千万美元B+轮融资,精锐教育领投;今年1月,精锐教育完成对锐思教育的数千万天使轮投资。

In March 2018, Han Calligraphy Education raised tens of million RMB in Series A with OneSmart being the lead investor. May 2018, Yimifudao raised 10 million USD in its second round of fundraising, and OneSmart is one of the investors. Two months later, OneSmart led Maitao Qinzi’s Round B financing. This year January, OneSmart solely invested 3 million USD in RuiSi Education’s angel round financing.

完成这一系列的动作,张熙并非一时心血来潮。回顾他创业这十一年,每一步他都是计划好的。“我们在做战略规划方面是想得很清楚,创业11年,重新看回在2007年底我们刚创业时写的商业计划书,跟我们今年做的事情是一模一样的。”

These were not spur-of-the-moment things for Steve. He did what he planned exactly. ”We are very clear in our strategic plan. What we have done over the past 11 years are exactly the same as what we wrote in our business plan at the end of 2007”.

精彩对话:

Conversation highlights:

艾诚:这一路上大家可能只看到成王败寇,但是没有人看到张熙背后的辛酸和失败?

Glorial Ai: People can only see your shiny success, but rare of them could see your frustration and pain.

张熙:对,每个人都有辛酸的。人活着这一世其实就这么几十年时间,尽量在你有生之年makedifference,既是为你自己,也为了服务社会。就像我们当时从哈佛商学院毕业的时候,我们的院长讲,说你拿着哈佛商学院的文凭,你肯定不会担心生存的问题。

Steve Zhang: Yes, everyone has difficult moment. We only have decades to live in our life time. I want to make a difference, not just for myself, but also to help the society. When we graduated from Harvard Business School, our dean said to us, as a Harvard Business School graduate, you no longer need to worry about finding a job.

但既然这个社会给了你这么多的优待,你能学到这么好的知识,接受这么好的教育,那如果可能,你为什么不去回馈社会呢?所以这个话到今天我都还记得很清楚,make difference, not just for yourself, also to help the society. 这也是我们当时创业的初心。

Being able to receive excellent education, and learn wonderful knowledges, you are already the privileged ones in the society. Then why not give back to the society whenever it is possible? I can still remember his words clearly, ”make difference, not just for yourself, also to help the society”. This was also what drove us to start this company.