In 2004, when New Oriental built its first campus in Shenzhen, other study abroad institutions may not have been established. New Oriental's position in the language training industry is unshakable, and it has become the first education stock to be listed in the United States by virtue of its overseas study examination training business. Although the Chinese language training industry is already a fully competitive Red Sea market, and New Oriental's focus in recent years has also been mostly on K12, no matter from the perspective of word of mouth, teachers, course polishing maturity or the number of students, its study abroad language training and study abroad consulting business is still in the first echelon of the industry.

Online and offline blended learning mode is the keynote of New Oriental's development, which has gradually formed a three-tier product system of offline training, online learning platform and vertical learning app.

In 2015, New Oriental released the "New Oriental New SAT Online App Practice Tool" jointly developed with Edupath in the United States, which includes practice, assessment and school selection. In 2016, it released its online learning platform "International Curriculum Tutoring Online E-Tutoring", which is specially developed for international courses, providing synchronous tutoring and test preparation services for AP, SAT2, A-Level, IB and other exams. In the same year, the IELTS training online learning product "IELTS Interactive Learning Platform" was launched, providing students with test information, study planning and other functions. New Oriental also cooperated with iFLYTEK to launch the artificial intelligence product RealSkill in the overseas language escort business in the future. RealSkill is mainly aimed at essay correction and oral assessment, and now New Oriental has used this product for teacher recruitment, and the effect of using it in teaching in the future is also worth looking forward to.

Content and R&D capabilities are the core competitiveness of New Oriental. In 2017, New Oriental Group reached a three-year cooperation strategy with Cambridge University Press and Cambridge University Foreign Language Examination Department, which will change from simple introduction to cooperation in terms of teaching content, teacher training, and CEPT testing system. The "New Complete Blended IELTS" course is the first work of the cooperation between the two parties, based on the Cambridge IELTS official and exclusive Chinese student corpus, as well as the "big data" accumulated by New Oriental through years of training, the course is specially set up for Chinese students, and according to the age differences of different students, the Foundation level preparatory course is designed for young or students with a weak English foundation. At the same time, based on the concept of blended learning, it put the online part on the IELTS interactive learning platform released by New Oriental last year, collecting process learning data while providing online practice services to provide students with personalized guidance. This exclusive set of courses will further expand New Oriental's advantages in the field of IELTS training.

New Oriental's TOEFL business followed suit, and a few months later it signed a new strategic cooperation agreement with ETS (Educational Testing Service Center) to jointly create a "tailor-made" TOEFL test study course for students. New Oriental and ETS will jointly develop TOEFL teaching content, authoritatively adapt TOEFL past questions, and compile graded textbooks for Chinese students based on the TOEFL corpus. In order to assess students more accurately, New Oriental has also jointly developed an academic English entry test with ETS, which can quickly and accurately measure students' English proficiency when they enter the class. In order to help students improve their speaking skills, New Oriental has also introduced SpeechRater, an ETS speaking practice and scoring tool, so that candidates can get assessment and feedback on their speaking ability at any time, reducing the risk of the test and improving the security of obtaining high scores. At the same time, through data recycling, the effect of student learning is verified, and then fed back into teaching. In fact, in 2016, Xuncheng, an online education company under New Oriental, signed a strategic agreement with ETS to become the exclusive distributor of ETS TOEFL online model TPO in China, providing its students with tools to prepare for the TOEFL test.

The 25-person medium-sized class is the main feature of New Oriental, and it is the class type with the strongest teachers and the highest gold content, among which TOEFL is divided into intensive class and full course, and IELTS is divided into 6-point series, 6.5-point series and 7-point series according to the target score, and the price of each class is about 110-150 yuan. The price of a small class of 8 students is much higher, the price of each class is about 330-400 yuan, covering courses such as TOEFL/IELTS/SAT/SAT2/ACT/AP/SSAT/TOFEL Junior and international English experimental classes. It is worth affirming that during the consultation course, New Oriental's course consultants will not be as aggressive as their peers, and their attitude is much more comfortable, and they don't have to worry about killing a serial CALL when they leave a phone. Generally speaking, the examination agency will use a better teacher in the basic stage, so that more students can continue to apply.

It is not difficult to see from the course categories that New Oriental's product line is becoming more and more complete, and there is a trend of leaning towards the field of international education at a young age, the international English experimental class is for students in grades 4-9 with strong learning ability, and a large number of task-based learning and inquiry-based learning elements are added to the course, and the course focuses on exercising the way of thinking, rather than just using English as a tool. At the same time, New Oriental invests resources in R&D, teachers and technology, and the cooperation with Cambridge is to vigorously promote the dismantling and localization of content, while the teacher side continues to increase investment in teacher training, build a teacher growth system, and introduce evaluation systems such as TKT (Teaching knowledge test). As well as the "one-stop" service for studying abroad, which includes the four steps of study abroad planning, exam preparation, study abroad examination and visa application, New Oriental's development goals are becoming clearer. Compared with other small and medium-sized institutions that are limited in size and cost structure and cannot make such drastic reforms, New Oriental's advantages will only become more and more obvious.

Of course, the shortcomings of New Oriental cannot be ignored. New Oriental is too large, and in recent years, it has also focused its business on K12, and other businesses have some problems such as false packaging of teachers. Most of the 1-to-1 small classes are practiced by graduates, and the teaching level does not match the course price at all; The teachers in the large class are good but the students' attention is too low, and the students need to do a lot of questions in their spare time to keep up with the lecture content. Teachers have low hourly wages, many class schedules, and several campuses at the same time, so they also have a high turnover rate. However, every emerging language training institution recruits students under the guise of New Oriental famous teachers, which is not another affirmation of New Oriental's strength?

Per capita: 3,000-38,000 yuan

No. 10, Kexing Road, Science and Technology Park, Nanshan District, Shenzhen (intersection of Shennan Avenue and Keji Zhongsan Road) (Metro station: Exit A3 of Shenzhen University Station; Bus Stop: Science Park)