Rong Luo
Analyst · Bank of America Securities. Please ask your question
Thank you, so much Lucy. I think the first question about localized -- no matter its localized online class or localized offline class, I think which remind me, I think last year second quarter, we talked about that that's why we developed our Peiyou localized online class Peiyou [Indiscernible]. So because we -- when we reach through all the learning process for Chinese students, we need to consider a lot of different factors. The more tailor made or maybe more localized sometimes lead to a better result. For example, in China, we have over 30 provinces and different provinces have their different version of the local college exams. If we go down to the [Indiscernible] college exams, the versions will be even more. So, if we want the students to spend less time, but get a much better result we need to make sure we teach, can meet their needs which means we need to provide them the localized content, the localized content including different versions, different level of difficulty and different sequence. So you probably know that in primary school and in the middle school, China has multiple versions of textbooks. And even if it's the same version of textbooks, we have different provinces and different cities. Even within one city, different districts. Maybe among different schools, they have different sequence. Some schools use their textbooks to learn certain knowledge first, followed by the other, while this sequence in other schools may be different. And even same school, same textbooks and same sequence and their level of difficulty will be also different. So we are facing a market very dynamic and we need to be very careful. When we teach one students, we try to teach the best content to fit their needs instead of only one version for all. So in this perspective, we need to know the localized content will be very helpful for that, no matter that's an online class or that's an off-line class. In the second place, we also figured out I think starting from last year, the local teacher even in the online part, typically can teach the local students better. Because the local -- for example, the teachers in Beijing or Shanghai, they teach in these cities. They know a lot about what's happening in these cities. They know what is the level of difficulty of the exams in different cities. So, if we ask the local teachers to teach local students, the outcome will be better than only one teacher teach the students all over the country. And besides, we also need to be very careful because, education is very different from e-commerce. They require a significant level of services. So, whatever services we provide them should also be very tailor made and very localized. For example, a student in Beijing, what they care is what's happening in Beijing. What's happening in other cities maybe care less to their attention? So going more localized and provide more individual kind of solutions to the students. In the long run, when the technology is going up possibly, there is some chance to have a so-called self-adapt learning platform. At that time, everyone can be teached individually and differently. But today, we're seeing at least compared to a purely online part one version to all, the localized offers will be more powerful than the previous versions. So we are happy to see more and more companies that care the students' needs and they are working on providing the localized offer to them. We believe that's the right direction to go. We need to know the student more and we need to teach them the most appropriate content to them. The ideal cases will be they spend less of their time, but they learn more. But on the other side as, sometimes going localized or maybe going -- and be closer to the students' needs sometimes it's easy to say, but it's hard to execute. We as a company think as our counterparts in this industry for over 10 years. So, we are building a lot of learning centers and we have different teams working in different cities. The local team will help us to get informations from the local geography and do some localized R&D, so -- which is the fundamental for providing the localized offers. And besides -- which is quite different from the purely online part. And it takes more time, it takes more patience and it takes a significant amount of investment for the new team, for the new channels and for the new way to attract students and etcetera. So -- which means if we say the purely online part is kind of like Air Force, then if -- you want to go more localized which means, you'll need to do more kind of tiers and hard work so everyone needs to get prepared for that. Especially in China, we have a huge geography we need to care the students equally for every city. So all in all we are happy to see when more companies are going more localized and try to teach the students -- use a more efficient way. That's right thing to do. But on the other side, we need to be patient and we need to spend enough time or energies on technology on content on the teacher training and etcetera to make sure that works. So, that's our view on how to be localized. And the second question you're asking, the synergy between Xueersi's online school and the Peiyou small class business, you're asking how much traffic they can share? I think it's not an attractive business. When we consider the synergy between Xueersi online school and Xueersi Peiyou small class in the first place they are sharing the same brand. They're under the same brand. In the second place, they share the content and the technology strategy. So we try to think as -- when we built the Peiyou small class business we tried to analyze every thought process of the learning both online and off-line. And we tried to standardize the operations. And for the standard operations which has a lot of similarity among online and off-line, we tried to integrate them as one. But at the end of the day, I think these two things they have some synergies and they share some of the infrastructures in the back end in their brand strategies. But in the front end in an operational perspective, they still tend to be more independent. That is because today they target different markets. The short Xueersi Peiyou small class business today will cover 110 cities. And so that's their main market to go. Xueersi online school that's the product for the whole country. They cover more geographies and now even go down to the very low-tier cities. So, they have different targets. So in the front end operations are quite independent. But the back-end functions we try to do more integrations and we try to drive more synergies. But these synergies is now simply in the traffic but more in the infrastructure perspective. Thank you, Lucy.