知道為什么中國(guó)私立教育產(chǎn)業(yè)一直存在諸多問(wèn)題么？仔細(xì)看看標(biāo)題庶近，這就是答案：優(yōu)質(zhì)教育不在于輸贏翁脆。在中國(guó)，教育同其它產(chǎn)品一樣鼻种，被市場(chǎng)化反番、品牌化了，這也是困擾我的源頭——有時(shí)我自認(rèn)為竭盡全力為客戶找到了教育孩子的最優(yōu)方案叉钥，但往往不被采納罢缸，石沉大海。所以當(dāng)再有客戶要求我為他們建立合理的教學(xué)方案時(shí)投队，他們則要明白除非他們擁有明星代言人或是“星導(dǎo)”枫疆，不然我們根本沒(méi)有談的必要。

明星代言在中國(guó)廣告業(yè)的初期就已經(jīng)涉及敷鸦，我記得《中國(guó)日?qǐng)?bào)》曾經(jīng)入木三分地指出息楔，古往今來(lái)中國(guó)和中國(guó)人向來(lái)有著強(qiáng)烈的集體觀念和排斥風(fēng)險(xiǎn)的本性，這也就在一定程度上導(dǎo)致公眾人物給商品帶來(lái)可信度變得超級(jí)強(qiáng)扒披。在我之前的“只用1對(duì)1學(xué)習(xí)?別在被坑了”中我也曾寫道：“我注意到不論是大街小巷還是車站商場(chǎng)值依，有關(guān)教育的大橫幅廣告比比皆是，更有意思的是碟案，無(wú)論哪個(gè)廣告上基本都有一位高人氣明星代言人愿险，可是這些中的許多看上去都是滿滿的違和感，令人不禁質(zhì)疑——講道理蟆淀，這真的合理嗎拯啦？”

我敲出上面那段話的時(shí)候每個(gè)字都發(fā)自肺腑澡匪，但不要誤解我，我并不是想批判明星代言本身褒链，畢竟許多客戶還是很愿意向明星代言的方向去發(fā)展的唁情。只是想想，打個(gè)比方甫匹，身為演員的明星去演繹英語(yǔ)情景化學(xué)習(xí)的廣告甸鸟，講道理我根本無(wú)法想象這個(gè)打開方式，而且這也讓我開始質(zhì)疑廣告的可信度兵迅。中國(guó)人對(duì)明星代言如此陶醉的唯一原因在于他們認(rèn)為只要明星愿意用某樣產(chǎn)品抢韭，無(wú)論他們是否真的使用還是擺拍，那么其產(chǎn)品勢(shì)必是相對(duì)安全可信的恍箭。當(dāng)然啦刻恭，明星們的高顏值和人氣在某種程度上確實(shí)會(huì)抵消他們的非專業(yè)性，有時(shí)候甚至可以將明星們的“顏”直接轉(zhuǎn)化為某一種類商品的權(quán)威性及品牌所屬性扯夭。信任戰(zhàn)乃中國(guó)商圈之根本鳍贾，尤其是在消費(fèi)者們四處被坑被宰的時(shí)候，如此一來(lái)通過(guò)明星取得消費(fèi)者信任便成為各大企業(yè)工作的重中之重交洗。

另一種現(xiàn)象對(duì)于東亞來(lái)說(shuō)也很獨(dú)特骑科，尤其像香港一類的地區(qū)，補(bǔ)習(xí)天王构拳、天后們的出現(xiàn)衍生出了一種全新的教育形式咆爽，英國(guó)BBC曾對(duì)此稱：“光鮮的外表下，明星家教們?cè)趧e致發(fā)型和各種設(shè)計(jì)元素的襯托下享受偶像般的待遇置森，并帶著粉絲加入到自己的行列斗埂。” 逐漸暇藏，高級(jí)教育公司意識(shí)到只要是以人為中心的教育需求蜜笤，沒(méi)有能離得開人物包裝，整個(gè)教育產(chǎn)業(yè)都應(yīng)該遵循此原則盐碱，不然就會(huì)落伍脫節(jié)把兔。

我從不是一個(gè)追名逐利的人，也從不認(rèn)為簡(jiǎn)單地和大家或是客戶分享人生經(jīng)驗(yàn)我就能出名瓮顽。同樣的县好，我許多客戶們也是這么認(rèn)為的，但是總有那么些時(shí)候暖混，當(dāng)你看著優(yōu)秀產(chǎn)品退居二線慢慢被埋沒(méi)缕贡，shitty產(chǎn)品卻莫名大賣的時(shí)候，當(dāng)你看著shitty產(chǎn)品用“強(qiáng)勢(shì)”公關(guān)團(tuán)隊(duì)來(lái)沖淡客戶差評(píng)的時(shí)候，你會(huì)感到厭惡晾咪。簡(jiǎn)單地說(shuō)收擦，半數(shù)shitty產(chǎn)品沒(méi)什么實(shí)際功效，但消費(fèi)者總是不斷地接著買谍倦，只因真正的好產(chǎn)品未能得到足夠的曝光塞赂。俗話說(shuō)，外貌和金錢都重要昼蛀，如果你想引起消費(fèi)者的注意宴猾，就按本文說(shuō)的做吧。

希望這篇文章對(duì)于從事教育工作的讀者們和作為家長(zhǎng)及學(xué)生的讀者們都能有所幫助叼旋。我在此不得不說(shuō)我是通過(guò)“血的教訓(xùn)”才得來(lái)這一番經(jīng)驗(yàn)之談的仇哆，所以請(qǐng)讀者朋友們相信我，如果能參與幫助到大家那我一定在所不辭夫植，盡力幫助大家攻克難關(guān)讹剔。不幸的是， 有時(shí)在適當(dāng)?shù)臅r(shí)候偷崩，你可能不得不接受一些粉墨修飾的的概念辟拷，比如超級(jí)明星之類的元素，那你的教育產(chǎn)品應(yīng)該還有很長(zhǎng)一段路要走阐斜。

——————————以下為Andy老師英文原稿——————————

The best education product does not always win

Do you guys know why there are a multitude of problems with the private sector education market in China? Because the best educational method/product does not always win. It's like any product really,you need the marketing and branding For people like myself that have been frustrated by this for years, when you help clients try really hard to build a product that really optimizes students’ learning, only to be drowned there. These days, I have ensured all my clients understand that if they are trying to build a proper teaching product, they either need celebrity endorsements or build up their own star instructors.

Celebrity endorsements for years have been involved in China’s nascent advertising industry, and as China Daily quite rightly puts it, the Chinese have a history of risk-aversion and collectivism, which means to see a public figure endorsing a product automatically gives it more trust than usual. As I even mentioned recently in my article titledIf you only use 1 on 1 learning, you are getting scammed!- “I’ve noticed a phenomenon lately, there are tons of online education banners across numerous bus stations, subway stations, malls etc and a lot of them also feature a very well-known celebrity but whose presence on there makes you question, huh? Why XXXX is advertising for this?!”

The above is absolutely true, I’m not trying to bash on celebrity endorsements because I also have clients that are exploring such advertising opportunities, but think about it - if you need a celebrity Tang Wei to endorse situational learning of the English language, whom by the way I think is a phenomenal actress, but I really don’t understand why she is even relevant, then it really makes you question source credibility concerns. The only reason why Chinese people fall for this is because many seem to think that there is more trust and it is safer if a celebrity is willing to use the particular product (whether or not he or she actually uses the product in reality...go figure). Of course, physical appearances can neuter any doubts about the celebrity’s expertise, to the point where attractiveness alone can transmit authority over a particular category of products and brand ownership. Trust is the essence of business in China, especially when people get scammed and ripped off everywhere, so having that celebrity back your product up is why companies believe is all-so-important.

Another phenomenon that is quite unique to East Asia, and in places especially like Hong Kong, there is the advent of tutor kings and queens. As BBC News once mentioned about this trend, “l(fā)ooks sell. Celebrity tutors in their sophisticated hair-dos and designer trappings are treated like idols by their young fans who flock to their classes.” The top educational companies are beginning to realize that any people-centered education needs proper branding(人物包裝), and the entire educational sector needs to start playing catchup if they haven’t already done so.

Look, I’ve never been one to chase fame nor am I craving it, and I certainly don’t think fame will arrive on the sole basis of sharing with you guys and my existing corporate clients my real-life experiences. Likewise, most of my clients feel the same way as I do, but there comes a time when you get sick of awesome products get shoved in the background and watch all these shitty products get so much traction that they can afford to hire kickass PR teams to drown out customer complaints. I mean, half of these products don’t work yet customers keep coming back for more because the better products never get any sort of proper exposure. As the old saying goes, money and looks matter! If you want to make sure people even pay attention to your product, then you need to treat this article of mine as a doctrine!

For all those of you honest educators and school administrators out there that are trying to reach my other group of readers - parents and students, I hope this is good food for thought. Trust me, I learned the hard way so don’t fall for this trap. I’d be happy to get involved and help you out on your mission, because I’ve certainly made it mine to assist those that fight an uphill battle. Unfortunately, sometimes when appropriate, you may just have to embrace that concept of adding a bit of gold dust, i.e. a superstar element, will go a long way in pushing your educational product.

Translations Guide:

If you only use 1 on 1 learning, you are getting scammed!

Andy老師簡(jiǎn)介：

- Multicultural and multilingual: Grew up and lived in a number of countries, American-born Chinese and Third Culture Kid (TCK)

多文化和多語(yǔ)言:在多個(gè)國(guó)家成長(zhǎng)和居住诀紊；美籍華人谒出， 典型第三文化人士(TCK)

- Leader in empowering corporate training and recruitment professionals with assessment methodologies and project-based learning andragogy

為企業(yè)培訓(xùn)和招聘人士提供領(lǐng)先評(píng)估體系和游戲化的項(xiàng)目式學(xué)習(xí)的職場(chǎng)教學(xué)法領(lǐng)袖

- Decade of experience in education and training, and expert in China

十年以上的學(xué)生教育和企業(yè)培訓(xùn)的經(jīng)驗(yàn):并被很多本土和國(guó)外人士稱為“中國(guó)通”

- UC Berkeley Alumni Club Ex-Leader and Recruitment Ambassador

畢業(yè)于世界名校加州伯克利大學(xué)并擔(dān)任校友俱樂(lè)部前任負(fù)責(zé)人和前任招生大使

- Third-party Interviewer for College Admissions

美國(guó)第三方面試官(很多大學(xué)現(xiàn)在需要學(xué)生在提交申請(qǐng)書與第三方機(jī)構(gòu)進(jìn)行面試)

- Helped build a number of college admissions counseling departments

負(fù)責(zé)搭建多個(gè)海外升學(xué)指導(dǎo)中心

- Unlike most “education experts”, personally attended more than a dozen schools growing up and personally went through the AP, IB, British, Singaporean and Hong Kong education systems

相比其他所謂的“教育專家”，從小上過(guò)十幾所學(xué)校邻奠，親自體驗(yàn)過(guò)AP笤喳、IB、英國(guó)碌宴、新加坡和香港的教育制度

歡迎大家關(guān)注其自媒體平臺(tái)Andy Z老師杀狡。