小花盛开李茉晗：靠抖音1年新增800万营收，教培招生如何做到低成本、高转化？

Core Insights - The 2026 Greater Bay Area Education Innovation Summit will be held in Guangzhou, focusing on educational innovation in the region [1] - Li Mohan, founder of Xiaohua Shengkai Art Education, shared insights on how educational institutions can leverage Douyin (TikTok) for low-cost, high-impact enrollment strategies [3] Company Overview - Xiaohua Shengkai is headquartered in Qingdao, with 18 campuses, over 10,000 students, and 280 employees [5] - The company operates three brands: Xiaohua Shengkai (main art brand), Lege Le Wu (community store brand), and Princess Crown (high-end brand), allowing parents to transfer their children among these brands [5] Douyin Enrollment Strategies - The core upgrade direction for the education training industry is to integrate online traffic channels [6] - The initial focus should be on brand exposure before converting traffic into enrollments [6] - Douyin has a clear assessment system for businesses, which includes two phases: initial growth assessment and formal assessment based on performance metrics [9][11] Operational Principles - Businesses must maintain consistent output on Douyin, including daily short video updates and regular live streams [12] - Pricing strategies should be competitive, and businesses must avoid being perceived as overcharging [13] - Continuous engagement is essential; stagnant accounts will lose traffic support [14] Marketing Tactics - A combination of live streaming, short videos, and product cards is necessary for effective enrollment [15] - Live streaming serves as the primary sales channel, while short videos attract potential customers [17][18] - Product cards are used to re-engage parents who have shown interest but have not yet enrolled [22] Seasonal Traffic Insights - Douyin's peak traffic periods are limited to four months: July, August, January, and February [24] - During these periods, institutions should maximize live streaming efforts to capture traffic [24] - A successful case in August 2023 resulted in 2,471 enrollments due to strategic live streaming and promotional activities [25] Cost Efficiency - The company employs a low-cost advertising model, spending approximately 30,000 yuan annually on promotions while achieving significant enrollment numbers [26] - The strategy includes creating a large volume of short videos in advance to maintain engagement during holiday periods [26] Recommendations for School Leaders - School leaders should ensure that Douyin enrollment accounts for at least 50% of total enrollments to ensure sustainability [26] - Responsibilities should be clearly divided among staff, with complex tasks handled by leadership and operational tasks delegated to employees [27] - The establishment of a new media team is crucial for addressing traffic challenges in the current market [28]