最近，热播剧《小舍得》迎来了大结局。

Recently, the hit TV series "Xiao She De" has ushered in the grand finale.

即使没有听过朋友剧透，你也可以在微博热搜上看完大致剧情。因为这部剧播出之后屡上热搜——“蒋欣让田雨岚快闭嘴”“子悠快抑郁了吧”“夏君山把欢欢骂吐了”“南俪田雨岚动手了”……

Even if you haven't heard a friend's spy, you can watch the general plot on Weibo hot search. Because after the play was broadcast, there were many hot searches - "Jiang Xin told Tian Yulan to shut up", "Ziyou was depressed", "Xia Junshan scolded Huanhuan and vomited", "Nanli Tian Yulan started"

虽然观众们期待能看到“鸡娃”“牛娃”两种教育理念在多个家庭间相互碰撞，但实际上“牛娃”理念一撞既倒，从头到尾都是“热搜钉子户”田雨岚的花式“鸡娃”表演。

Although the audience expected to see the two educational concepts of "chicken baby" and "cow baby" collide with each other in many families, in fact, the concept of "cow baby" will collapse once it collides. From beginning to end, it is a fancy "chicken baby" performance by Tian Yulan, a "hot search nail household".

比如，家庭聚餐前，田雨岚让孩子背圆周率当作才艺表演；再比如，孩子成绩下降，田雨岚就垮着一张脸，知道孩子周测考了一百分，立马眉开眼笑。甚至孩子在班会上会这样说：“妈妈爱的不是我，是得满分的我。”

For example, before family dinner, Tian Yulan asked her children to recite Pi as a talent show; For another example, Tian Yulan's face collapsed when her child's grades dropped. Knowing that her child scored 100 points in the weekly test, she immediately frowned and laughed. Even the child in the class meeting will say: "my mother does not love me, I get full marks."

此外，剧中成绩优异的米桃也难逃参加辅导班的命运，补课费算下来，语文1.2万，英语1.8万，加起来之后打7折，总共2.1万。而在现实中，补课费早已是很多家庭的一笔重要支出。

In addition, MI Tao, who has excellent performance in the play, is also doomed to take part in the tutorial class. The tuition for making up lessons is 12000 yuan for Chinese and 18000 yuan for English. After that, the total is 21000 yuan. In reality, make-up fee has long been an important expenditure of many families.

除了被指为贩卖焦虑，小舍得里面的学而思等线上教育机构的中插广告，也引发网友吐槽。

Besides being referred to as selling anxiety, the online educational institutions of small sacrifice and other online educational institutions also make complaints about Internet advertising.

有网友认为，电视剧中的网课、直播课，就是割下沉用户的韭菜。

Some netizens think that online classes and live classes in TV dramas are just leeks for users.

还有人在知乎上说，其他烧钱巨头只是赞助综艺、影视，这次某机构直接把发家史编成电视剧，探索出了新一轮教育影视竞赛。

Others say that other money burning giants only sponsor variety shows and films. This time, an organization directly compiled the history of making a fortune into a TV play, exploring a new round of educational film and television competition.

1、在线教育引发烧钱大战

1. Online education leads to money burning war

《小舍得》因为前两部姊妹篇的积累，未播先火。对于已进入烧钱大战后半段的线上教育行业，不管是从题材上，还是流量上，都很有吸引力。

Because of the accumulation of the first two sister chapters, xiaoshede is not popular. For the online education industry, which has entered the second half of the money burning war, it is very attractive both in terms of subject matter and traffic.

早在2019年5月，猿辅导就率先打出在线教育烧钱营销第一枪，推出了“49元暑期系统班”。随后，作业帮、掌门1对1推出0元“听课”活动。

As early as may 2019, ape tutor took the lead in online education and launched the "49 yuan summer systematic course". Then, the homework help and the leader launched a one-on-one 0 yuan "class" activity.

2019年6月27日，学而思网校召开了“49元暑期试听课”开班动员大会，被迫应战。

On June 27, 2019, XRS online school held a mobilization meeting for the opening of "49 yuan summer audition class", and was forced to respond.

会上有人慷慨陈词：“这是学而思发展17年以来的第三场关键性战役。就像当年滴滴打快的、支付宝打微信、摩拜打ofo，这一次，我们要跟猿辅导等九家在线教育公司一起打。”

"This is the third key battle of XRS in the 17 years of its development. It's like the dripping, Alipay hitting WeChat and ofo in the year, and this time we'll play with nine online education companies like ape counseling.

这场会议拉开了线上教育九强争霸的帷幕。

This conference opened the curtain of online education for the top nine.

据第三方机构统计，仅2019年暑假，学而思的投放金额约10亿，猿辅导和作业帮的投入则在4到5亿。一个暑假，在线教育的头部公司就一起烧了40亿左右。

According to the statistics of third-party organizations, in the summer vacation of 2019 alone, XRS will invest about 1 billion yuan, while ape tutoring and homework help will invest 400-500 million yuan. In one summer vacation, the head companies of online education burned about 4 billion together.

这段时间，行业除了投放了大量线下营销广告，抢占地铁、公家车站牌以外，线上的投放主要是综艺节目。

During this period, in addition to a large number of offline marketing advertisements and seizing the subway and public station signs, the online advertising is mainly variety shows.

猿辅导是最早做综艺投放的教育品牌，早在在2015年时就以嘉宾身份参与录制《天天向上》。

Ape guidance is the first education brand to launch variety show. As early as 2015, it participated in recording "make progress every day" as a guest.

到了2019年，猿辅导第三次携手《最强大脑》，并且再次加码，深度参与了节目设计，从选手报名、在线选拔到节目赛题系统开发，全程刷存在感。

In 2019, ape tutor will join hands with "the strongest brain" for the third time, and once again participate in the program design, from player registration, online selection to program title system development, brush the sense of existence in the whole process.

而在综艺《中餐厅》里，店长黄晓明在节目开始前，一遍遍地给秦海璐安利VIPKID。

In the variety show "Chinese restaurant", the store manager Huang Xiaoming gives Qin Hailu and Amway vipkid again and again before the program starts.

但这些广告投入并没能为教育企业们带来多少客户，反而让获客成本不断增加。

But these advertising investment did not bring many customers to education enterprises, on the contrary, it increased the cost of getting customers.

俞敏洪曾经算了一笔账，新东方大班课付费用户的获客成本在3000到4000元，而每个学生一年能收到的总费用也就三四千元，里外里等于白忙活。

Yu Minhong once calculated that the cost of New Oriental large class paying users is 3000 to 4000 yuan, and the total cost that each student can receive in a year is 3000 yuan or 4000 yuan, which is nothing inside or outside.

烧钱大战后期，因为疫情影响，大量用户转向线上。这时候，影视剧中就开始出现大量线上教育的广告：

In the later stage of the money burning war, due to the impact of the epidemic, a large number of users turned to online. At this time, a large number of online education advertisements began to appear in films and TV plays

电视剧《少年派》中一出现“打电话”剧情，屏幕左下角就出现了学而思网校的客服电话，有很多观众真的因为这个贴片广告给学而思网校打电话咨询。

As soon as the "call" plot appears in the TV series "youth school", the customer service telephone of XRS online school appears in the lower left corner of the screen. Many viewers really call XRS online school for consultation because of this patch advertisement.

而且在剧集开播前10秒，闫妮饰演的女主角王胜男也会用口播的形式，一边前情回顾，一边向用户安利学而思网校。

Moreover, 10 seconds before the show starts, Wang Shengnan, the heroine played by Yan Ni, will also use the form of oral broadcast to review the previous situation while reporting to the user Amway Xueersi online school.

如果你追了《小舍得》的教育三部曲，你就会发现：

If you follow the educational trilogy of xiaoshede, you will find that:

2016年的《小别离》含蓄地提到了精锐教育；2017年的《小欢喜》则写入情节，“班花”黄芷陶经常找的“在线1对1”老师，就是“掌门1对1”；到了《小舍得》，线上教育机构从广告主的分子，慢慢站到了舞台中心。

In 2016, little parting implicitly mentioned elite education; In 2017, xiaohuanxi wrote the plot, and the "online 1-to-1" teacher Huang Zhitao often found was "leader 1-to-1"; By the time of xiaoshede, online education institutions have gradually moved from advertisers to the center of the stage.

2、营销大战加大线上教育亏损

2. Marketing war increases losses of online education

营销大战也加大了线上教育机构的亏损。

The marketing war has also increased the losses of online education institutions.

以学而思背后的好未来集团为例，好未来公布的截至2021年2月28日的2021财年第四季度财务报告显示，2021财年Q4好未来延续了亏损势头，并进一步扩大至1.69 亿美元。好未来给出的原因是，为了线上获客和提升品牌知名度而加大线上营销推广力度以及营销人员的薪酬增加。

Taking Tal Group behind XRS as an example, the financial report of the fourth quarter of fiscal year 2021 released by TAL as of February 28, 2021 shows that Q4 tal continued its loss momentum in fiscal year 2021 and further expanded to US $169 million. The reason given by TAL is that in order to gain customers online and enhance brand awareness, online marketing promotion and the salary of marketing personnel will be increased.

好未来2021财年Q4销售和营销费用从2020年Q4的2.432亿美元增加到6.605亿美元，同比增幅为171.6%。

In fiscal year 2021, the Q4 sales and marketing expenses of Tal increased from US $243.2 million in Q4 in 2020 to US $660.5 million, a year-on-year increase of 171.6%.

行业烧钱竞争，产生竞争压力，压力倒逼公司加入烧钱大战。

The industry's money burning competition produces competitive pressure, which forces the company to join the money burning war.

好未来2021财年Q4的销售费用率达到了48.47%。也就是说，一个教育机构，用于营销的费用率达将近50%。

The sales expense rate of Tal Q4 in 2021 fiscal year reached 48.47%. In other words, the cost rate of an educational institution for marketing is nearly 50%.

不单单是学而思一家，行业内几乎都是赔本赚吆喝。高途的财报显示，高途2020年营收71.25亿元，经营费用高达71.17亿元。与2019年的13.63亿元相比，经营费用增幅达422.1%。

It's not just XRS. Almost all of the companies in the industry are crying out for making money at a loss. According to gaotu's financial report, gaotu's revenue in 2020 is 7.125 billion yuan, and its operating expenses are as high as 7.117 billion yuan. Compared with 1.363 billion yuan in 2019, the operating expenses increased by 422.1%.

在这场烧钱大战中，学而思投放《小舍得》绝对可以称作被载入史册的极限操作。因为大多数投放还停留在“提高曝光率，让客户在有需要的时候第一时间想到自己”这种基础战略上。

In this money burning war, the launch of "little shede" by XRS can definitely be called the ultimate operation recorded in history. Because most of the launch is still based on the basic strategy of "increasing the exposure rate and letting customers think of themselves at the first time when they need it".

学而思已经领悟到了“没有条件创造条件也要上”。

Xueersi has realized that "if there are no conditions to create conditions, we should go up.".

比如，在剧中，虽然田雨岚把孩子逼出了精神分裂，但应该没有父母会把自己代入田雨岚的角色。这个教育悲剧可以归结为人物的性格问题。而性格问题导致的悲剧不具普遍性。

For example, in the play, although Tian Yulan forces her child out of schizophrenia, there should be no parents who will take the role of Tian Yulan. This educational tragedy can be attributed to the character of the characters. The tragedy caused by personality problems is not universal.

看完了小舍得，鸡娃家长会觉得鸡娃是错的吗？不，人们只会觉得田雨岚式的鸡娃是错的。

After watching Xiaoshe, do parents think Jiwa is wrong? No, people just think that Tian Yulan's chicken baby is wrong.

而在注重快乐教育，放牛式养娃的牛娃家庭欢欢家庭，欢欢成绩倒数，只能哭着求妈妈请“鸡”我一次。连带着另一位小主角，天才小学生米桃，也因为没上补习班成绩下滑。

But in the happy family, which pays attention to happy education and raises children by herding cattle, Huanhuan's achievements are counted down, so he can only cry and ask his mother to ask "chicken" for me once. Along with another little protagonist, the gifted pupil Mi Tao, his grades also declined because he didn't attend cram school.

最后三人一起走进补习班的怀抱。

Finally, the three went into the arms of the cram school.

这可能是2021广告界的最佳原创剧本。

This may be the best original script in 2021 advertising.

实际上，仔细看看过去几年电视剧里，来了又去的金主爸爸们，你就能看出近几年的风口变化。

In fact, if you look closely at the TV dramas of the past few years, you can see the changes in recent years.

同时也能明白，当铺天盖地的广告席卷剧集的时候，也就是行业内营销大战将要分出胜负的时候。

At the same time, we can also understand that when the advertising of pawnshop is sweeping the drama, it is the time when the marketing war in the industry will be divided.