行动教育成都策略会交流纪要

Financial Data and Key Metrics - The company's total revenue for 2023 was 670 million, with Concentrated EMBA contributing 248 million (37% of total revenue) and President EMBA contributing 235 million (34% of total revenue) [23] - The gross margin for Concentrated EMBA is 84.4%, while President EMBA has a higher gross margin of 86.7% [16] - The company's comprehensive gross margin is approximately 78%, with consulting services contributing 11% to total revenue [18][23] Business Line Data and Key Metrics - Concentrated EMBA consists of 10 modules, each lasting 3 days, focusing on practical applications [2] - President EMBA includes 10 compulsory courses divided into talent and growth lines, with a course cycle of one and a half years [23] - The company's consulting services have a gross margin of around 50%, with a customer unit price ranging from 3.98 million to 15.8 million [17] Market Data and Key Metrics - The company targets large enterprises with an output value of over 300 million, including listed companies, industry leaders, and regional leading enterprises [2] - In 2023, the company served 243 large clients, contributing 484 million in orders, accounting for 53.8% of the total annual order volume [24] - The company aims to serve 300 large clients in 2024, with each client contributing an average of 2 million [24] Company Strategy and Industry Competition - The company adopts a differentiated strategy in both course content and customer composition to provide competitive advantages [2] - The company focuses on large clients in the consumer industry, with a sales strategy called "Big Group Learning" targeting large-scale enterprises [5] - The company's core competitiveness lies in brand influence rather than relying on famous lecturers, aiming to provide standardized and replicable course products [18] Management Comments on Operating Environment and Future Prospects - The company expects a 25%-30% growth in revenue and profit for 2024, with an order volume target of 1.1 billion or more [20][22] - The company plans to maintain a shareholder return rate of 80% or higher [21] - The company aims to make orders of 10 million or more a regular occurrence in the future [29] Other Important Information - The company has 30+ lecturers, with the highest-earning lecturer earning over 10 million in 2021 [17] - The sales team size was 720 in 2023, with an average salary of 200,000 and an average sales volume of 1.2 million per salesperson [19] - The company's refund rate is very low, below 5% [6] Q&A Summary Q: What is the company's sales model? - The company relies on referrals from existing clients, with 30+ branches nationwide responsible for sales and localized service support [4] Q: What is the seasonality of the company's revenue? - Revenue is highest in Q4, followed by Q2, Q3, and Q1. The Q1 2024 order volume was 159 million, with a Q2 sales target of 350 million [26] Q: What is the retention and repurchase rate of large clients? - The repurchase rate for 2023 was 55%, with clients who purchased President EMBA potentially not placing new orders within the next year due to the 1.5-year delivery cycle [25] Q: Who are the company's competitors? - Traditional business schools like CEIBS and CKGSB are strong competitors, but the company differentiates itself through practical course design [29] - Chuangye Heima is not considered a direct competitor due to its focus on smaller enterprises and different revenue sources [30] Q: Why does the company have a higher gross margin compared to competitors? - The company benefits from cost control through long-term partnerships with suppliers and the use of its own venues for courses [16][32] Q: What changes were made internally to support the large client strategy? - The company holds weekly large client strategy training sessions to ensure team focus and execution [24] Q: What is the company's performance guidance for 2024? - The company expects 25%-30% growth in revenue and profit, with an order volume target of 1.1 billion or more [20][22]