Share by Zhang Bangxin, Chairman and CEO of TAL Education Group

On August 28th, Xueersi Online School announced its comprehensive launch of the family education platform strategy, and officially upgraded its brand slogan from "Parent's Problem, We Help" to "Family Education, We Help". This move clearly defines family education as the core of future development.

Xueersi brand slogan upgraded to "Family Education, We Help"

This marks another major brand refresh for TAL Education Group after Xueersi Online School's brand slogan was upgraded from "Make Learning More Effective" to "Lifelong Benefit". Xueersi Online School will rely on the resources of TAL Education Group to cover all areas of K12 education, dedicated to building a leading platform for family education and learning in China and leading the cognitive upgrade of family education in China.

Founded in 2004, Xueersi Online School has gone through three stages, witnessing the continual evolution of Chinese parents' cognition and needs.

The first stage was the positioning of a platform for parent information exchange. During a time when information about further education was extremely asymmetric, Xueersi Online School built a platform for parents to exchange information with the aim of helping parents break through information barriers and share, help, and exchange information with each other.

After becoming a high-quality online parent community, Xueersi Online School moved into the second stage with the positioning of "Parent's Problem, We Help", as parents not only needed to communicate with each other, but also needed closer contact with schools. Xueersi Online School launched a complete "School Q&A" product and school library product, as well as a series of offline exhibitions and online events such as "International Education Expo" and "Middle School Enrollment Expo" to solve problems encountered by parents in finding educational solutions for their children. These products have already served nearly a million families.

With the rise of mobile internet and the progress of Chinese society, more and more post-80s and post-90s individuals have become parents. They are more adept at using apps, and their core concerns have gradually shifted from the previous generation's focus on "achievement" to "attention and desire for comprehensive development of their children." As a result, Xueersi Online School entered the third stage, focusing on the construction of the family education platform: "Family Education, We Help". In this stage, Xueersi Online School implemented an open "family education platformization" strategy, actively selecting and connecting high-quality content providers in the domestic and international education fields on one hand, and connecting parents and providing them with high-quality, rich, and systematic content options on the other.

Currently, Xueersi Online School's app has launched the "Growth Record" and "Growth Plaza" products, providing a platform for parents to record, share, communicate, and discuss their children's growth. Shortly after its launch, it was welcomed by tens of thousands of family users. Xueersi Online School also regularly releases family education trends to help parents plan their ways and time spent with their children. In addition to self-operated popular knowledge products such as "Reading for You" and "Big Guest Classroom", as well as special courses such as "Helping Children Say Goodbye to Internet Addiction" and "How to Plan Summer Practice", Xueersi Online School has further collaborated with high-quality family education brand institutions. It has already established content partnerships with educational institutions such as Captain Science, Youth Business School, Oblique Rabbit Emotional Intelligence Classroom, Atlas Education, and Zhi Zi Hua. More than 100 well-known domestic and foreign family education experts, scientists, scholars, and other experts have joined the platform to provide professional guidance to parents, including "Sister Luqin" Lu Qin, Vice Director of the Family Education Professional Committee of the China Education Association Zhao Gang, and well-known parent-child education expert Fu Xiaoping.

Large-scale public welfare family education live broadcast course by Xueersi Online School--China Parents Speak

At the end of this year, Xueersi Online School will also host the first China Family Education Summit Forum and Quality Education Expo. They will invite high-quality quality education institutions, well-known education experts and scholars at home and abroad, as well as domestic high-quality education agencies and university organizations to participate together.

With this brand upgrade, the Xueersi Online School app will open up 1,000 popular family education related courses on the platform for free, including six major thematic courses on children's study methods, parent-child communication, character development, adolescence, marriage and family, and educational policies.

Xueersi Online School will become an important open platform for TAL Education Group to promote and advance the progress of family education in China. Through the cooperation of professional forces across society, it will achieve high-quality family education content output for all age groups and become an authoritative family education learning platform in the minds of millions of parents. This will help parents cultivate healthy, excellent, and future-ready children, fulfilling the social responsibility and mission of TAL Education Group.