Mei Li
Analyst · Felix Liu from UBS
Thank you. I will read through Mr. Sun's prepared remarks. I'm pleased with our performance during the quarter and the adaptability of our team as we continue to enhance our operations in a rapidly changing environment. Revenues came in at RMB 367.1 million, an increase of 22.3% year-over-year. Adjusted EBITDA margin came in higher than our expectations at 24.2% during the quarter. This result demonstrated the effectiveness of our continued efforts to drive strong revenue growth while generating healthy margins. The student enrollment we disclose are composed of registration of new students and the retention of existing ones. Total student enrollments during the quarter were 10,106. But this number isn't directly comparable to the same period of last year. This is primarily because on a city-by-city basis, we are not allowed to charge our students to pay tuition fees for the next level of course until they complete the existing one. We have quickly adjusted our sales strategy to accommodate to the new tuition fee collection schedule, which breaks down our standard quarter into 3 or 4 installments throughout the period since the new collection schedules began being implemented in December 2018 in Beijing and Wuxi. Additionally, we have been gradually canceling full-day courses primarily in Beijing to comply with the implementation of local government requirements. Our quarterly retention rate remained stable and increased slightly to 72% compared with 71% during the same period of last year. This highlights the strong trust parents continue to place in us and the student stickiness to our high-quality courses. In the coming quarters, we will continue to work to improve our effectiveness in growing new student enrollments and consolidating our high retention rate. We continue to execute the expansion plan for our learning center network. We remain on track to add 11 new self-owned learning centers and 50 to 60 franchised learning centers throughout the year. During the quarter, we added 2 self-owned learning centers with a total of 173 classrooms. The new learning centers are located in Beijing and Foshan and we added 11 franchised learning centers in Hangzhou, Hefei, Kunming, Nanchang, Zhanjiang, Changchun, Zhongshan and Ganzhou. We will consolidate the Shijiazhuang franchise business in the third quarter of 2019, which will add 7 learning centers to our self-owned learning center network. We are currently also in talks with a number of potential acquisition targets, which I look forward to updating you when appropriate. Rise now has a nationwide franchise network of 328 learning centers in 126 cities. Selective acquisition of our franchise learning centers will accelerate our business growth and cement RISE footprint nationwide. In July, we made a minority investment in New York City Kids Club or NYC Kids Club, a respected early childhood education brand. This investment represents one of our many initiatives to extend our business lines and expand our reach to potential students at an earlier stage. Operating in a sector that benefits from the favorable government policies, NYC Kids Club now has over 140 self-owned and franchised learning centers in China. With over 80% of their classes taught in English, we believe our courses are an easy fit for parents who want to continue their kids' education in English as they grow older. Our beginner courses can easily be integrated with NYC Kids Club's early education courses and make for an easy transition. NYC Kids Club's educational philosophy, geographic markets, operational model and product mix are highly complementary with ours and will create significant opportunities for us to cross-sell our courses. Having completed our investments, our focus now is on developing efficient approaches to acquiring students above the age of 3 and converting them into long-term RISE students. I'm excited about the enormous potential this strategic partnership brings to our business, and I look forward to working closely with them. While not our primary focus, we will continue to carefully assess any investment opportunity that arises to expand or diversify our business in a meaningful way. We continue to invest in our core competitiveness. In addition to content development to expand product offerings and strengthen our competitive advantage, we began upgrading our demo course for K1 students, the first major entry-level course we offer, during the second quarter with new high-tech tools to make kids more interactive and engaging when they enter our classroom for the first time and make the demo course more attractive to prospective students. We also continue to roll out new updates for RISE plus, our in-house developed online platform that offers after-class learning experience and facilitates parent supervision and provides an efficient communication between our teachers, parents and the students. RISE Plus now offers short course learning modules that cater to students' unique learning patterns and include phonics and logical thinking courses for younger students as well as courses to improve English language comprehension and test preparation for middle and high school students. On the people side, we introduced a new incentives for sales staff in June 2019 and are in the final preparation to roll out additional performance-based rewards for teachers in September. These rewards and incentives were designed to improve teacher retention, drive new student acquisition, increase retention of existing students and improve efficiency going forward. These rewards have immediately reduced sales staff turnover and improved our employee morale. Incentive-related expenses are expected to be around RMB17 million for full year 2019. We believe that by reducing teacher turnover rates and increasing employee efficiency, we will eventually benefit from this investment in our staff. We will soon complete the eighth RISE Cup competition which is an annual nationwide English language project competition we host as part of our marketing and branding efforts, where student participants are encouraged to complete certain assignments through teamwork in a fun manner. Over 61,000 students from our self-owned and franchised learning centers have signed up this year, an increase of 11% over last year. The event received extensive media coverage from outlets such as Tencent News, NeaEase News, Youth.cn and the YNET. Our annual RISE Cup event is a chance for students to demonstrate the progress that they have made with our courses and provides us with an opportunity to showcase our educational philosophy to potential customers and increase word-of-mouth referral. We continue to invest in marketing channels in a controlled and targeted manner to further increase new student enrollments. We rigorously evaluate all online and off-line marketing channels on a frequent basis to rapidly adjust them when needed and ensure they are targeted, effective and have the proper amount of resources allocated. We will continue to work hard on developing new online and offline marketing opportunities that generate a solid return on investment and increase our conversion rates. In conclusion, I'm pleased with the efforts we made during the quarter. Our focus is on building this business for the long term, and our strategy is ideally positioning us to do so. We will continue to solidify our leading position in the market by devoting resources towards expanding our geographic network, accelerating and diversifying our businesses through strategic investments and acquisitions, strengthening the reach and influence of our highly-respected brands and leveraging technology to enhance product offerings and operational efficiency. We offer a unique value proposition to both parents and students with our unwavering focus on improving the learning experience. I am confident we will capture substantial growth opportunities that this sector continues to generate and deliver long-term value for our shareholders. This concludes the remarks of our CEO, Mr. Sun Yiding. I will now turn the call over to our COO and CFO, Ms. Lu Jiandong, to go through our financial highlights. Ms. Lu, please go ahead.