學而思、新東方等被處罰50萬,史上最嚴監管來襲,在線教育是時候告別野蠻生長了

{"type":"doc","content":[{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"一面要發展,一面要合規,與野蠻生長的時代作別,在邁向規範化的路上,在線教育行業又將發生怎樣的新變化與自我重塑?"}]}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"4家在線教育企業被頂格處罰"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"4月25日,北京市市場監督管理局發佈消息,跟誰學、學而思、新東方在線、高思四家教培機構存在價格違法、虛假宣傳等行爲,對其給予50萬元頂格罰款的行政處罰。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/04\/f3\/04c249d68b22e474c2538c15d7042cf3.png","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"北京市市場監管局在公告中稱,北京市市場監管局針對羣衆反映強烈的校外教育培訓機構組織專項檢查,依法查處校外教育培訓機構價格違法、虛假宣傳等行爲。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"北京市市場監管局經查發現,上述四家教育培訓機構均存在,“利用虛假的或者使人誤解的價格手段,誘騙消費者或者其他經營者與其進行交易”的價格違法行爲:"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"跟誰學銷售的多款培訓課程,銷售頁面顯示諸如“¥11998元,聯報優惠¥3880”的優惠活動,但¥11998在優惠活動前未實際成交過;"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"學而思通過其運營的天貓商城“學而思網校官方旗艦店”銷售的多款培訓課程,銷售頁面顯示諸如“價格¥799.00,促銷價¥20.00”的促銷活動,但價格¥799.00在促銷活動前未實際成交過;"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"新東方在線通過其運營的官方網站“新東方在線”銷售的多款培訓課程,銷售頁面顯示諸如“優惠後¥199  ¥2160”的優惠促銷活動,但價格¥2160在優惠促銷活動前未實際成交過;"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"高思通過其運營的 “高思教育APP”、“(高思教育小程序)”等渠道銷售的多款培訓課程,銷售頁面顯示諸如“原價1770,¥214”的銷售活動,但原價1770元在銷售活動前從未實際成交過。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"依據《中華人民共和國價格法》第四十條第一款、《價格違法行爲行政處罰規定》第七條“經營者違反價格法第十四條的規定,利用虛假的或者使人誤解的價格手段,誘騙消費者或者其他經營者與其進行交易的,責令改正,沒收違法所得,並處違法所得5倍以下的罰款;沒有違法所得的,"},{"type":"text","marks":[{"type":"strong"}],"text":"處5萬元以上50萬元以下的罰款"},{"type":"text","text":"”的規定。北京市市場監管局對跟誰學、學而思、新東方在線、高思四家校外教育培訓機構上述價格違法行爲分別給予警告和50萬元頂格罰款的行政處罰。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"北京市市場監管局表示,"},{"type":"text","marks":[{"type":"strong"}],"text":"下一步將持續加強校外教育培訓機構執法,重拳查處虛假噱頭宣傳和虛假廣告、以劃線價等形式虛構原價、價格欺詐、未對相關資質進行公示、利用合同格式條款侵害消費者權益、未經許可擅自開辦校外教育培訓機構等違法違規行爲"},{"type":"text","text":",嚴格規範市場經營秩序,切實維護人民羣衆利益。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"此外,4月23日,北京市教委通過其官方微信公衆號“首都教育”通報了在近期檢查學科類校外線上培訓機構中所發現的問題。通報指出,近日,市教委會同相關部門針對學科類校外線上培訓機構的"},{"type":"text","marks":[{"type":"strong"}],"text":"招生收費、廣告宣傳、課程師資"},{"type":"text","text":"等內容進行了檢查。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"通報點名了學而思、高途課堂、網易有道精品課、猿輔導等在線教育公司存在的違規提前招生收費等問題。調查結果發現;"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"學而思網校,在網站、APP全面售賣秋季課程,違規提前招生收費。以不當用語誤導學生報名繳費。部分直播類課程晚於21:00結束;高途課堂,在APP等渠道售賣秋季課程,違規提前招生收費。以明顯低於成本價格售賣課程。以不當用語誤導學生報名繳費;網易有道精品課,在網站、APP售賣暑秋聯報課程,違規提前招生收費。以明顯低於成本價格售賣課程。以不當用語誤導學生報名繳費;猿輔導,在平臺促銷暑秋聯報課程,違規提前招生收費。以明顯低於成本價格售賣課程。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"對於上述問題,北京市教委已責令相關機構立即停止違規行爲,並限期在本機構網站或公衆號顯著位置公示整改措施和結果。"},{"type":"text","marks":[{"type":"strong"}],"text":"市教委表示,將聯合網信、市場監管等部門加大查處力度,持續規範學科類校外線上培訓秩序。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"涉事4家企業迴應:甘願受罰,並積極整改"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"針對北京市市場監督管理局的處罰決定,4家涉事企業隨後進行了迴應。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"跟誰學(現已更名爲高途集團)迴應稱,誠懇接受處罰,並已下架相關不合規價格標識,對全公司產品進行全面排查,後續將堅持在政策指導下做好工作,優化業務流程,以更高標準爲學員提供優質服務和內容,“我們始終堅持認爲,政策監管將讓行業更健康的發展。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"學而思網校迴應稱,接受行政處罰的決定,並即刻下線相關不合規的價格標識,同時開展針對全平臺、全渠道標價問題的專項審覈。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"高思教育稱,已收到《北京市市場監督管理局行政處罰》公告,對此誠懇接受,堅決服從,並配合相關部門積極整改,未來將強化依法經營,進一步加強廣告審覈與發佈等合規體系建設。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"新東方在線迴應稱,願意接受處罰,目前相關問題已整改完畢。“之前對促銷標識的理解不夠全面,其中存在認知偏差,並非惡意提高原價價格。”"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"在線教育行業迎來監管大考"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這次4家企業被頂格罰款,也是教培行業監管趨嚴的又一個信號。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"實際上,今年以來,針對在線教育行業已有多項強監管政策出臺,多家企業頻頻被官媒和有關部門點名。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"今年1月,中紀委網站發文直指在線教育存在的種種問題。3月31日,教育部基礎教育司司長呂玉剛在國新辦發佈會上表示,今年教育部把培訓機構治理工作列入重點工作任務,進一步加大校外培訓機構治理力度。4月9日,中央教育工作領導小組祕書組組長、教育部黨組書記、部長陳寶生表示,要嚴格規範管理校外培訓機構。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"4月2日,教育部辦公廳發佈《關於進一步加強中小學生睡眠管理工作的通知》。該通知強調,校外培訓機構培訓結束時間不得晚於20:30,線上直播類培訓活動結束時間不得晚於21:00,每日22:00到次日8:00不得爲未成年人提供遊戲服務。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"除北京外,武漢、黑龍江等全國多地市也針對校外培訓機構推出了整治設施。武漢自3月起至10月,針對校外培訓機構利用合同不公平格式條款侵害消費者權益違法行爲開展集中整治。黑龍江發佈校外培訓機構負面清單“三十條”,嚴禁未經審批擅自變更辦學地址,違規設立分支機構、培訓點;嚴禁未經備案,擅自開展線上培訓活動等。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"嚴厲的監管政策,爲當下高歌猛進的在線教育行業注入了一劑冷靜劑。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這幾年,在線教育行業在創投市場頗受追捧,多家明星獨角獸發展勢頭兇猛,燒錢大戰此起彼伏。尤其是去年,在疫情的刺激下,很多在線教育公司流量暴增,作業幫、猿輔導等行業巨頭在該年度均拿到了多輪大額融資,幾度刷新行業記錄。但不能忽視地是,在行業激進、火熱背後,價格違規、收費亂象、虛假宣傳等亂象也頻頻出現。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2021年註定將是在線教育行業充滿變革的一年。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"一方面,在線教育行業的寡頭格局已愈發分明,作業幫、猿輔導已經是行業內絕對的領頭羊,據數據統計,在 2020 年 500 億風險投資中,82% 的錢投向了作業幫、猿輔導兩家公司,剩下的錢則流向了各個細分賽道的頭部公司,如編程貓、美術寶等公司。這些獨角獸們也在籌謀要登陸資本市場,4 月 20 日,彭博援引知情人士稱,作業幫目前正與顧問就潛在的上市事宜進行合作,最快可能在今年下半年赴美 IPO,至少融資 5 億美元。在線教育大戰或許快到勝負見分曉的階段了。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"另一方面,一場教育行業史上最嚴的監管風暴已經襲來。隨着監管政策的陸續出臺,一個可見的影響是,資本市場對於在線教育的態度更加審慎了。相關整治措施推出後,相關上市公司好未來(學而思)、新東方、跟誰學(高途)等公司的股價在今年跌幅在14%-40%不等。如何合規運營,是在線教育行業企業當下和未來不得不好好思考的問題。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"目前,盈利問題仍是橫亙在在線教育行業的一大難關。因爲獲客成本高,在線教育機構仍在燒錢的路上,很多公司靠融資續命。一面要發展,一面要合規,與野蠻生長的時代作別,在邁向規範化的路上,在線教育行業又將發生怎樣的新變化與自我重塑?"}]}]}
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