On August 24th, at the 19th anniversary celebration of TAL Education Group, Bangxin Zhang, the founder and CEO of TAL, live-streamed to all employees, officially announced TAL's new mission and vision. The new mission is "To empower life-long growth with love and technology" and the updated vision is "To become an organization driving continuous innovation''.

TAL is transforming from a technology education company to a technology company with the mission of empowering lifelong growth for individuals and the goal of creating an innovative organization.

New Mission: To Empower Life-long Growth with Love and Technology

"TAL's mission has officially changed from 'Love and technology make education better' to 'To empower life-long growth with love and technology'," announced Bangxin Zhang, wearing TAL's cultural shirt, via the live broadcast.

New Vision: To become an organization driving continuous innovation

With the updated mission, TAL's corporate vision has also changed from "to become an organization driving continuous innovation."

For over a year, TAL's core team has been constantly contemplating, continuously asking what TAL's original intention is and where it should go. Now, with the company's business scope expanding from "education" to "life-long growth," TAL hopes to promote industry's continuous evolution and long-term development through technological, product, and content innovation, bringing incremental value to the entire society. "Rather than making a lot of money, growing rapidly, or having a big business as our vision, we aspire to create 'a continuously innovative organization' as our vision."

Bangxin Zhang also mentioned that, "Products are the output of innovation, while organizations are the source of innovation." We should leverage the business to polish and iterate the company's organization and talents, forge 'innovation' into the most core gene of TAL, and create an organization with the capability of continuous innovation, so as to realize TAL's vision.

In fact, "innovation" has been a concept that TAL has adhered to since its establishment. In 2019, the Ministry of Science and Technology approved the construction of the "National New Generation Artificial Intelligence Open Innovation Platform for Smart Education" relying on TAL. In 2022, TAL's high - tech subsidiaries were selected into the list of "Specialized, Sophisticated, Differential and Novel" enterprises in Beijing. And the "dual-teacher classroom teaching" model, which is currently mainstream in the education industry, was also pioneered by TAL in the industry.

Bangxin Zhang also mentioned in the live broadcast meeting that the most profound reflection is twofold. First, the products and services of the enterprise must consider their impact on society, and must match the needs and trends of society. Second, "people are more important than things." The growth of employees is the growth of the company.

Relying on traditional employee training methods, companies find it difficult to cultivate talents on a large scale. Laura, TAL's Vice President of Human Resources, summed up employee development in three directions: mental growth, educational literacy growth, and technological literacy improvement.

On the "Qixi" day (Chinese Valentine's Day) this year, TAL gave all employees a special gift, a book titled "Life-long Growth," hoping that TAL employees can live in progress at every moment and think about whether they can maintain a growth state through continuous improvement.

"Truly outstanding companies in the future are organizations where employees are fully committed and good at learning, a learning organization," said Laura. In the Internet era, from individual learning to organizational deep learning and then to social innovation, every individual and organization must complete five practices, summarized as self-transcendence, improvement of mental models, establishing a common vision, team learning, and systemic thinking. Therefore, TAL will continue to build a learning organization, encourage internal cross-domain exploration, provide a systematic growth platform and mechanism for employees to learn together, and look forward to making growth visible through sharing, discussion, and knowledge transmission.  

New Strategy: Education, Innovation, Popularization of Science

TAL views vision as a long-term strategy and strategy as a short-term vision. Under the guidance of the new mission and vision, TAL's development strategy has also changed.

TAL summarizes the strategy of this period into three key words—the first is education, using advanced science and technology to help family with learning and growth, and to promote the "digitalization" transformation of the industry; the second is innovation, through technological innovation, to develop intelligent learning hardware and software; the third is popularization of science, such as, on platforms such as Douyin (TikTok), through knowledge dissemination, to help users more smartly discover, recognize, choose and purchase products.  

After over a year of transformation and exploration, TAL's business route is becoming increasingly clear. In the field of education, Xueersi has launched a variety of quality education products in science, humanities, and technology. The health value of the business is gradually improving, and the overall number of students has significantly increased. It will also explore interactive live broadcast classes and other product forms in the future. In addition, Think Academy (TAL's overseas business) has a high international brand reputation and is confident in achieving faster growth in the next 3 to 5 years.  

In terms of scientific and technological innovation, the intelligent content business focusing on book publishing launched intelligent teaching aids such as Xueersi Secret Books this year, which have received a good market response. In the future, it will not be limited to physical books but will leverage the power of technology to create more diversified products. The intelligent hardware business is to encapsulate Xueersi's high - quality learning content, structured learning methods, and high-intimacy learning services, the first product, Mini Monkey Intelligent Learning Lamp, was launched in June and has received great reviews. More intelligent hardware products will also be introduced to users.  

The B2B business is open to the entire industry, leveraging TAL's educational and technological research and development capabilities, serving not only training institutions, but also public schools, vocational education, and corporate training.  

In the field of popularization of science, TAL has a small team exploring live streaming e-commerce, and will take on the mission of "helping people understand new things around them," creating value for more users and families through knowledge dissemination.  

From providing educational training services to producing intelligent teaching aids and hardware, and then to exploring live streaming e-commerce, the 19-year-old TAL is trying to enter more unknown fields, under the call of the new mission "To empower life-long growth with love and technology" to achieve sustainable development.