文 老年课千元起， | 《BUG》栏目 徐苑蕾 俞敏洪将新东方的增长极，瞄向了银发经济。 师资需十年经验 据"北京新东方退休俱乐部"发文内容，线下体验课以北京市东城、西城、海淀、朝阳为核心据点，每个 城区将设立1至2个新东方校区开课。此外，每月组织2次线下小聚会，包含非遗手工、摄影、插画茶会 等形式，全程安排80、90后年轻人作为活动玩伴。 近日，"北京新东方退休俱乐部"发文招募学员，并称俱乐部不收取任何会费，目前提供0元免费线上课 和19.9元线下体验课，后续还会推出更多品类的正式课程。 该消息迅速在多个社交平台发酵并引发热议。《BUG》栏目注意到，俱乐部开办的消息传开后，已有 多个500人规模的会员群聊满员，不少子女加入群聊希望为父母报名。 今日，新东方运营人员在直播中透露了更多细节：长期线下课按学期收费，全年有两个学期，一个学期 三个月，共包含12门课程，学费为1000多元；在师资选拔上，新东方设置了十年以上中老年教学经验、 专业资格证等标准，以确保教学质量。 2023年，新东方开始进军中老年文旅市场，切入"银发经济"，如今为何更进一步探索教育与社交属性更 强的老年俱乐部？背后或是新东方增长压力的现实考 ...

Core Viewpoint - New Oriental is shifting its growth focus towards the silver economy by launching the "Beijing New Oriental Retirement Club," which offers free online courses and low-cost offline classes to cater to the educational and social needs of the elderly [3][4]. Group 1: Club Launch and Offerings - The "Beijing New Oriental Retirement Club" has started recruiting members, offering free online courses and offline experience classes priced at 19.9 yuan [3]. - The club has quickly gained popularity, with multiple member groups of 500 people filling up, indicating strong interest from both seniors and their children [3][6]. - The offline classes will be held in key districts of Beijing, with plans for monthly gatherings that include various activities such as handicrafts and photography [6][11]. Group 2: Financial Context and Growth Strategy - New Oriental's revenue and profit growth have significantly slowed, marking the end of its previous explosive growth phase, necessitating the cultivation of new growth drivers [4][14]. - In the first quarter of the 2026 fiscal year, New Oriental reported a net revenue of $1.522 billion, a 6.1% year-over-year increase, but net profit slightly declined by 1.9% [14][15]. - The company aims for a full-year revenue growth of 5% to 10% for the 2026 fiscal year, reflecting a further reduction in growth expectations compared to previous years [15]. Group 3: Educational Quality and Course Design - The club's courses will be taught by instructors with over ten years of experience in teaching seniors, ensuring high educational quality [7][8]. - Initial courses include Tai Chi, mobile photography, and dance, with plans to expand based on participant feedback [6][11]. - The club's approach combines education with social activities, addressing the social needs of empty nesters while leveraging New Oriental's educational expertise [13][14]. Group 4: Market Potential and Challenges - The silver economy in China is projected to reach a scale of over 9 trillion yuan by 2025, indicating significant market potential for New Oriental's new initiatives [14]. - Challenges include maintaining consistent service quality across different locations and adapting course content to regional cultural differences [16]. - Effective human resource management and training for staff capable of delivering senior education are critical for balancing scale and quality [16].

Core Viewpoint - New Oriental is shifting its growth focus towards the silver economy by launching the "Beijing New Oriental Retirement Club," which offers free online courses and low-cost offline classes to attract older adults [3][13]. Group 1: Club Launch and Offerings - The "Beijing New Oriental Retirement Club" is recruiting members without any fees, providing free online courses and offline experience classes priced at 19.9 yuan [3][13]. - The club has quickly gained popularity, with multiple member groups of 500 filling up, indicating strong interest from families wanting to enroll their parents [4][15]. - The club plans to offer long-term offline courses divided into two semesters, each lasting three months and including 12 courses, with tuition fees exceeding 1,000 yuan [4][5]. Group 2: Market Context and Financial Performance - New Oriental's revenue and profit growth have significantly slowed, marking the end of its explosive growth phase, as indicated by its Q1 2026 financial report showing a net revenue of $1.522 billion, a 6.1% year-on-year increase [8][19]. - The company is facing challenges in maintaining growth, with a projected annual revenue growth of only 5%-10% for the 2026 fiscal year, down from previous higher growth rates [19][20]. - The silver economy is projected to reach a scale of over 9 trillion yuan by 2025, representing 6% of GDP, and is expected to grow at a compound annual growth rate of 15.7% until 2035 [7][18]. Group 3: Strategic Adjustments and Challenges - New Oriental is transitioning from a single focus on cultural tourism to a multi-faceted approach that includes education and wellness for the elderly, reflecting a strategic shift in response to market demands [7][18]. - The company faces challenges in ensuring consistent service quality across its expanding network of clubs, necessitating standardized processes and tailored content to meet regional cultural differences [20]. - Human resource management is critical, particularly in recruiting and training qualified personnel for elderly education, which requires a balance between scale and quality [20].