当前位置:网站首页>学而思、新东方等被处罚50万,史上最严监管来袭,在线教育是时候告别野蛮生长了

学而思、新东方等被处罚50万,史上最严监管来袭,在线教育是时候告别野蛮生长了

2021-04-26 14:11:46 InfoQ

{"type":"doc","content":[{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"一面要发展,一面要合规,与野蛮生长的时代作别,在迈向规范化的路上,在线教育行业又将发生怎样的新变化与自我重塑?"}]}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"4家在线教育企业被顶格处罚"}]},{"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,北京市市场监督管理局发布消息,跟谁学、学而思、新东方在线、高思四家教培机构存在价格违法、虚假宣传等行为,对其给予50万元顶格罚款的行政处罚。"}]},{"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":"北京市市场监管局在公告中称,北京市市场监管局针对群众反映强烈的校外教育培训机构组织专项检查,依法查处校外教育培训机构价格违法、虚假宣传等行为。"}]},{"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":"北京市市场监管局经查发现,上述四家教育培训机构均存在,“利用虚假的或者使人误解的价格手段,诱骗消费者或者其他经营者与其进行交易”的价格违法行为:"}]},{"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":"跟谁学销售的多款培训课程,销售页面显示诸如“¥11998元,联报优惠¥3880”的优惠活动,但¥11998在优惠活动前未实际成交过;"}]},{"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":"学而思通过其运营的天猫商城“学而思网校官方旗舰店”销售的多款培训课程,销售页面显示诸如“价格¥799.00,促销价¥20.00”的促销活动,但价格¥799.00在促销活动前未实际成交过;"}]},{"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":"新东方在线通过其运营的官方网站“新东方在线”销售的多款培训课程,销售页面显示诸如“优惠后¥199  ¥2160”的优惠促销活动,但价格¥2160在优惠促销活动前未实际成交过;"}]},{"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":"高思通过其运营的 “高思教育APP”、“(高思教育小程序)”等渠道销售的多款培训课程,销售页面显示诸如“原价1770,¥214”的销售活动,但原价1770元在销售活动前从未实际成交过。"}]},{"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":"依据《中华人民共和国价格法》第四十条第一款、《价格违法行为行政处罚规定》第七条“经营者违反价格法第十四条的规定,利用虚假的或者使人误解的价格手段,诱骗消费者或者其他经营者与其进行交易的,责令改正,没收违法所得,并处违法所得5倍以下的罚款;没有违法所得的,"},{"type":"text","marks":[{"type":"strong"}],"text":"处5万元以上50万元以下的罚款"},{"type":"text","text":"”的规定。北京市市场监管局对跟谁学、学而思、新东方在线、高思四家校外教育培训机构上述价格违法行为分别给予警告和50万元顶格罚款的行政处罚。"}]},{"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":"北京市市场监管局表示,"},{"type":"text","marks":[{"type":"strong"}],"text":"下一步将持续加强校外教育培训机构执法,重拳查处虚假噱头宣传和虚假广告、以划线价等形式虚构原价、价格欺诈、未对相关资质进行公示、利用合同格式条款侵害消费者权益、未经许可擅自开办校外教育培训机构等违法违规行为"},{"type":"text","text":",严格规范市场经营秩序,切实维护人民群众利益。"}]},{"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,北京市教委通过其官方微信公众号“首都教育”通报了在近期检查学科类校外线上培训机构中所发现的问题。通报指出,近日,市教委会同相关部门针对学科类校外线上培训机构的"},{"type":"text","marks":[{"type":"strong"}],"text":"招生收费、广告宣传、课程师资"},{"type":"text","text":"等内容进行了检查。"}]},{"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":"通报点名了学而思、高途课堂、网易有道精品课、猿辅导等在线教育公司存在的违规提前招生收费等问题。调查结果发现;"}]},{"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":"学而思网校,在网站、APP全面售卖秋季课程,违规提前招生收费。以不当用语误导学生报名缴费。部分直播类课程晚于21:00结束;高途课堂,在APP等渠道售卖秋季课程,违规提前招生收费。以明显低于成本价格售卖课程。以不当用语误导学生报名缴费;网易有道精品课,在网站、APP售卖暑秋联报课程,违规提前招生收费。以明显低于成本价格售卖课程。以不当用语误导学生报名缴费;猿辅导,在平台促销暑秋联报课程,违规提前招生收费。以明显低于成本价格售卖课程。"}]},{"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":"对于上述问题,北京市教委已责令相关机构立即停止违规行为,并限期在本机构网站或公众号显著位置公示整改措施和结果。"},{"type":"text","marks":[{"type":"strong"}],"text":"市教委表示,将联合网信、市场监管等部门加大查处力度,持续规范学科类校外线上培训秩序。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"涉事4家企业回应:甘愿受罚,并积极整改"}]},{"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":"针对北京市市场监督管理局的处罚决定,4家涉事企业随后进行了回应。"}]},{"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":"跟谁学(现已更名为高途集团)回应称,诚恳接受处罚,并已下架相关不合规价格标识,对全公司产品进行全面排查,后续将坚持在政策指导下做好工作,优化业务流程,以更高标准为学员提供优质服务和内容,“我们始终坚持认为,政策监管将让行业更健康的发展。”"}]},{"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":"学而思网校回应称,接受行政处罚的决定,并即刻下线相关不合规的价格标识,同时开展针对全平台、全渠道标价问题的专项审核。"}]},{"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":"高思教育称,已收到《北京市市场监督管理局行政处罚》公告,对此诚恳接受,坚决服从,并配合相关部门积极整改,未来将强化依法经营,进一步加强广告审核与发布等合规体系建设。"}]},{"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":"新东方在线回应称,愿意接受处罚,目前相关问题已整改完毕。“之前对促销标识的理解不够全面,其中存在认知偏差,并非恶意提高原价价格。”"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"在线教育行业迎来监管大考"}]},{"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":"这次4家企业被顶格罚款,也是教培行业监管趋严的又一个信号。"}]},{"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":"实际上,今年以来,针对在线教育行业已有多项强监管政策出台,多家企业频频被官媒和有关部门点名。"}]},{"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,中纪委网站发文直指在线教育存在的种种问题。3月31日,教育部基础教育司司长吕玉刚在国新办发布会上表示,今年教育部把培训机构治理工作列入重点工作任务,进一步加大校外培训机构治理力度。4月9日,中央教育工作领导小组秘书组组长、教育部党组书记、部长陈宝生表示,要严格规范管理校外培训机构。"}]},{"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,教育部办公厅发布《关于进一步加强中小学生睡眠管理工作的通知》。该通知强调,校外培训机构培训结束时间不得晚于20:30,线上直播类培训活动结束时间不得晚于21:00,每日22:00到次日8:00不得为未成年人提供游戏服务。"}]},{"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,武汉、黑龙江等全国多地市也针对校外培训机构推出了整治设施。武汉自3月起至10月,针对校外培训机构利用合同不公平格式条款侵害消费者权益违法行为开展集中整治。黑龙江发布校外培训机构负面清单“三十条”,严禁未经审批擅自变更办学地址,违规设立分支机构、培训点;严禁未经备案,擅自开展线上培训活动等。"}]},{"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":"严厉的监管政策,为当下高歌猛进的在线教育行业注入了一剂冷静剂。"}]},{"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":"这几年,在线教育行业在创投市场颇受追捧,多家明星独角兽发展势头凶猛,烧钱大战此起彼伏。尤其是去年,在疫情的刺激下,很多在线教育公司流量暴增,作业帮、猿辅导等行业巨头在该年度均拿到了多轮大额融资,几度刷新行业记录。但不能忽视地是,在行业激进、火热背后,价格违规、收费乱象、虚假宣传等乱象也频频出现。"}]},{"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年注定将是在线教育行业充满变革的一年。"}]},{"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,在线教育行业的寡头格局已愈发分明,作业帮、猿辅导已经是行业内绝对的领头羊,据数据统计,在 2020 年 500 亿风险投资中,82% 的钱投向了作业帮、猿辅导两家公司,剩下的钱则流向了各个细分赛道的头部公司,如编程猫、美术宝等公司。这些独角兽们也在筹谋要登陆资本市场,4 月 20 日,彭博援引知情人士称,作业帮目前正与顾问就潜在的上市事宜进行合作,最快可能在今年下半年赴美 IPO,至少融资 5 亿美元。在线教育大战或许快到胜负见分晓的阶段了。"}]},{"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,一场教育行业史上最严的监管风暴已经袭来。随着监管政策的陆续出台,一个可见的影响是,资本市场对于在线教育的态度更加审慎了。相关整治措施推出后,相关上市公司好未来(学而思)、新东方、跟谁学(高途)等公司的股价在今年跌幅在14%-40%不等。如何合规运营,是在线教育行业企业当下和未来不得不好好思考的问题。"}]},{"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,盈利问题仍是横亘在在线教育行业的一大难关。因为获客成本高,在线教育机构仍在烧钱的路上,很多公司靠融资续命。一面要发展,一面要合规,与野蛮生长的时代作别,在迈向规范化的路上,在线教育行业又将发生怎样的新变化与自我重塑?"}]}]}

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