Education and training industry is a magical industry, which contains two words that are easily confused and have different connotations: "education" and "training". The so-called "training" refers to the transfer of knowledge and skills; The so-called "education" refers to the process of cultivating the audience to become social demand personnel. Originally, training was only a service transaction between product providers and consumers. The word "education" added out of thin air has increased the social attribute value of this industry and included the public's expectations for this industry. Therefore, the education and training industry is not only facing consumers, but also being concerned by the public. More interestingly, unlike most industries, the consumers of extracurricular tutoring in primary and secondary schools in the education and training industry are not a subject, but divided into parents as buyers and students as users. Faced with three groups with different positions, practitioners who have not been well thought out often fall into a painful entanglement: the teaching products provided please students but do not please parents, satisfy parents but do not please the public, and are recognized by the public but not by students. Practitioners who are not clear about their products may not win the market and attract students even if they come up with better classroom experience than New Oriental, better curriculum standards than learning and thinking, and more personalized service than learning. We always believe that the success of the industry leader is because it provides high-quality products to meet the needs of consumers. But when we practice this law ourselves, we find that it is not satisfactory. We will complain that we didn't find the real demand in the market first and missed the opportunity. But in fact, the real winner not only caters to the market demand, but also "creates" the demand. They firmly control the right to speak in the industry by taking the lead in providing products that can meet their "creative" needs, and then become industry leaders.

Social background and national policies dominate the potential energy of demand, but commercial organizations can strengthen the kinetic energy of demand by influencing the consciousness, thoughts and concepts of consumer groups. This is called marketing. Take learning and thinking # learning and thinking # as an example. As we all know, learning and thinking, which was established in 2003, started with Olympiad, but the demand for Olympiad existed long before learning and thinking was established. During the period of 1998, Beijing carried out education reform, canceled the unified examination for primary schools, and changed to the current junior high school model combining the nearest school entrance with the independent choice of key middle schools. Among them, "excellent" in merit-based admission mainly refers to outstanding achievements in various mathematics competitions and outstanding performance in tests organized by key middle schools. It can be said that this teaching reform provides potential energy for the future Olympic fever. However, in the first few years of the implementation of the New Deal, the demand for Olympic Mathematics was not fully spread. Parents have their own ideas. Some parents don't want their children to study too hard in primary school. Some parents are too lazy to deal with complicated institutional arrangements and unfathomable terms such as "quota allocation", "promotion of outstanding students" and "pit classes". Others think that if their children are not so good, they don't have to go to a prestigious school to be the last student. Therefore, the proportion of students learning Olympic Mathematics is about 10%-20%, and basically only the top students in each class will learn Olympic Mathematics. During this period, Olympic mathematics training institutions also set up courses to cater to such talented students. However, the rise of learning and thinking and its Olympic network have almost subverted everyone's views.