Photo source @ visual China

The epidemic continues to erupt, and under the double attack of fierce competition of online institutions, once the industry benchmark

On June 22, Disney's official wechat released a letter to Disney English students and parents, saying the company decided not to reopen the Disney English Center. At the same time, the free online courses offered by Disney English to students since March 19 have also ceased today.

For those who have not yet completed the course, Disney English promised to refund the remaining tuition fees for each Disney English student's family. From June 26 to July 21, Disney English Center will provide parents with refund service and other related matters.

Disney English is a training brand directly operated by Walt Disney and a subsidiary of Disney Learning Department of Disney international press. According to official data, more than 100000 classrooms in 50 countries and regions use Disney English.

The first Disney-run learning center opened in Shanghai in 2008, offering Disney-role English learning courses for Chinese 2-12-year-olds taught by Chinese, European and American professionals. The course was adopted

In addition to the well-known film advertising business, Disney English's consumer goods were also the focus of Disney China's development. In today's statement, Disney English revealed that it has served more than 100000 students in China.

Last year, because Disney China released one,Statement that there is no business partnership at any level with online education company vipkidThe development of Disney English in the Chinese market has attracted attention again, which proves that the living space of Disney English in the Chinese local market has been affected.

In recent years, with the rapid development of online English training institutions in China's local market, a large number of Unicorns emerge under the urging of capital, which constantly encroach on the market share of offline English training institutions.

Last year, the most popular adult English training institutionWeber EnglishThe sudden announcement of bankruptcy shocked the market. Children's English training, which is regarded as just needed, can hardly escape the impact of online English learning.

Since 2020, affected by the epidemic,Offline training institutions are forced to shut down, so they can only try to transform online one after another。 However, they still face multiple pressures, such as students' centralized refund, rent and property expenditure, and human compensation cost.

During the outbreak, some online institutions with strong strength and sufficient ammunition launched free courses to seize the bonus of online learning. To some extent, it further squeezed the weak living space of the original offline mechanism.

Educational institutions are worried about the hasty transformation online. For most of the teaching and training institutions, the whole system, including teaching, research, operation, customer service and sales, needs to adapt to the online teaching mode again, which is difficult to adapt in the short term.

Previously, titanium media articlesClosing down, reducing salary, saving money, and the education industry entering the elimination competition ahead of time It is said that the offline institutions are completely closed, suspended enrollment, the school spring school start date is delayed, online education institutions surging

While the crisis is fair to all companies, the pressure on each company is different, and the epidemic has accelerated companies that do not operate well

Before that, most of the learning institutions based on the offline have been holding a wait-and-see attitude towards the online transformation. The construction of English online learning mode is not just to copy offline courses to online courses, but to invest heavily in human, technology and capital.

For Disney English, which is targeted at 2-12-year-old teenagers, it is faced with a group of younger students, most of whom do not have the ability of self-control and active learning, and need more rich product design, such as game based teaching mode, to attract the students, and then it is possible to achieve the goal of learning.

So even if Disney English, backed by Disney group, chose to provide online courses during the epidemic, it was also a heavy burden, and chose to shut down the brand for many years and quit the local market.

Just as the school's overall resumption of the pace of steady progress, the industry saw the dawn of resumption of work, in the education and training industry development in Beijing, because of the new outbreak of land again

Based on this, Beijing Municipal Education Commission has also clearly sent out a signal to prepare for online and offline learning next semester. The off-line training institutions that had seen the hope of opening the door had made the expectation that they would stop work for at least one year.

In fact, Disney English is not the only one affected in Disney's territory. After several months of business stagnation, Disney group has been overwhelmed, once pushed to the forefront by negative news such as falling profits, plummeting stock prices, and large layoffs.

The frustration of disney groups, including disney english, isn't the case, and education and training institutions are transforming their chances of survival online, but for most off-line businesses, such as gyms, many choose to fail or simply run. Earlier, media reports said the largest chain of gyms in the United States

The money-rich Disney Group, which has given a refund, has been pretty good under the epidemic