Lihong Wang
Analyst · Morgan Stanley
Thanks, Jiandong. Throughout my remarks today, I'll be referring to the presentation that has been uploaded to our IR website as a supplement to today's call. I'd like to begin by outlining the 3 topics we will be focusing on today on Slide 2. First, a review of our 2019 performance and plans to drive better student enrollment and retention. Second, the impact from the COVID-19 outbreak and the measures we have taken to minimize the disruption cost to our business. And third, the launch of online small group classes, a milestone as we build out an Online-Merge-Offline model, or OMO model, which forms an integral part of our long-term digitization strategy. Turning to Slides 3 and 4, you can see that 2019 was a solid year in terms of our financial performance. Full year revenue and adjusted EBITDA grew by 20.3% and 16.4% year-over-year, respectively. As Jiandong mentioned, new students enrolled for regular courses increased by 12.3% during the year, while total students in class for regular courses increased by 10.2% year-over-year at the end of 2019. Throughout 2019, we saw refund rates trend higher, and rollover rates came in lower-than-expected, which were primarily the result of the 3-month tuition collection schedule implemented in certain cities. This impacted the total students in class for regular courses, which came in below our targets for the year despite a strong pipeline of newly enrolled students. On top of that, a lack of effective digital infrastructure hindered management decision-making and operating efficiency, including marketing channel selection, ROI measurement and customer acquisition cost control. To resolve these issues, I launched Project Pioneer the day I came on board as CEO. Turning to Slide 5. You can see that Project Pioneer was designed to achieve a number of specific objectives. First, deploying systematic approaches to increase referrals and optimize sales process to improve its digitalization and overall conversion rates; second, enhance product and services offerings to lower refund rates and increase rollover and student retention rates. And third, upgrade our business intelligence systems to support better management and operational decision-making. I'm fully confident that the successful execution of this project will improve our operations and reaccelerate top line growth in 2020. Project Pioneer was also designed to fit directly into the long-term strategy I developed, which will facilitate RISE's transition into a digitized cross-disciplinary skill-based education platform. The start of 2020 brought with it the unfortunate outbreak of COVID-19, which has created significant challenges operationally. Since January 21, 2020, all of our learning centers have been temporarily closed. The disruption to the course of normal business compelled us to accelerate the execution of our strategy to digitize our operations and move all aspects of our business online, including marketing, teaching, training and communications with parents and students. One of the first steps we took in response was to reach out to parents and students and offer free online content, which kept our refund rates very low. At the same time, we tightened cash management to ensure sufficient liquidity to support our business. Moving to Slide 7. I'm pleased to report a significant milestone with the official launch of online small group classes for our existing and new students earlier this month. The accelerated development of our online small group classes was the direct result of the dedication and perseverance of our highly skilled teams who worked tirelessly to build out the product and platform in record time to accommodate the challenging operating environment. We mobilized the entire company the day after the start of the Chinese New Year to begin working on this, and within 3 weeks, I'm proud to say, we were able to launch 3 levels of online small group classes for all of our students nationwide. As of March 11, 2020, more than 116,000 students have enrolled in online small group classes, of whom approximately 30,000 have enrolled in the paid classes. Moving on Slides 8 and 9, offer some deeper insights into how we have positioned online small group classes and the unique value they can offer. First, we offer 1 on 4 to 6 student classes, where students have the same teacher, same classmates and same class schedule as they normally would have in our off-line learning centers. This means that students and teachers are already very familiar with each other. Secondly, the classes were developed by our academic team, leveraging their extensive course development capabilities and deep experience in building other online courses such as Can-Talk and Rise Up. Third, the 3-level courses emphasized age, suitability and key skew-based capabilities which are consistent with our educational philosophy. And last but not the least, they are deployed through our in-house developed proprietary online platform, which supports all online operations. We quickly established internal process to support online operations with expanded in-house tech and customer team. I won't go into too much detail on the courses themselves. I'd recommend you purchase them for your child or friend's children to experience them firsthand. I would, however, like to highlight the high participation rate for existing students across all age groups. I'm particularly proud of our growing technological capabilities to support the rollout of online classes. As you can see on Slide 10, our IT team was able to transform Rise+ into a robust technology platform capable of supporting live interactive online class nationwide within 20 days. Over the last 4 weeks, Rise Up has delivered a total of 82,000 classes to 116,000 students in 136 cities. During the peak study hours, over 7,200 students are concurrently taking classes in 1,400 virtual classrooms. Since the launch of online small group classes, Rise+ has been operating stably and reliably. We've accomplished much more than just rolling out online classes, but I'll save that for next time. I would like to share with you my views on the market trends we are seeing throughout the COVID-19 outbreak. Turning to Slide 11. You can clearly see that the outbreak is driving significant online penetration, shifting both demand and supply online. This penetration of online education has been facilitated by the deployment of enhanced and proven technologies, growing acceptance by parents and students, and more aggressive online educational product offerings. We, nevertheless, believe that in-person interactive group classes remain an effective and favored model, particularly for younger kids. Education companies with the ability to implement an OMO model will be better positioned to succeed in the future. Despite current challenges created by the outbreak, we remain confident in the fundamental health of our business today and our ability to implement these strategic initiatives to achieve our long-term objectives. We will continue to accelerate the digitization of our operations to help us solidify our leading position and penetrate deeply into the market over the long run. The education market in China continues to present enormous growth opportunity for companies with strong branding, high-quality curricular and teaching resources and the ability to offer both online and off-line learning experience. I firmly believe that our ability to build an effective OMO model will ensure RISE's long-term growth and success. Thank you.