Mission
Marvin’s mission is to provide fun education across the country including third and fourth tier cities and rural areas. He believes all children in villages are just as smart as their peers in big cities and they should be entitled to good education. Lele means happy and it is the name of Marvin’s daughter and ketang means classroom.
Pain
There is a large education chasm in China. Students fromapproximately 50 most economically developed cities haveaccess to high-quality teachers and education resources.However, in the more than six hundred “lower tier” citiesand rural areas in China (which account for more than70% of all K–12 students) there is a severe and chronicshortage of well-trained teachers and resources leadingto a meaningfully lower quality of education. The ongoingurbanization of China, which has resulted in over 60 million“left behind” children of migrant workers (who leavetheir families to work in cities), further exacerbates andreinforces the inequity.
Solution
With Lele’s online education system, students can accesstop-notch content (Lele Mobile) at their convenience,teachers in public and private schools can more effectivelyprepare for their classes(Lele Teacher), and the half-million“mom and pop” tutoring centers in China can have the bestvirtual teachers to help teach their students (Lele Lite). WhileLele is accessible to all students and teachers in China, itssolutions are particularly valuable—and game-changing—forthose who live in lower-tier cities and rural areas.
Model
The full Lele system is available to students and teacherson a subscription-fee basis. Lele has also opened offlinecenters in a number of lower-tier cities, to serve asshowcase centers to build awareness for its platform.
Approach
To help address the significant imbalance of high-qualityteachers and educational resources in China’s K–12 market,Lele’s vision is to make its content available to as many ofthe 200 million Chinese K–12 students as possible.In China, parents and students primarily care about testscores (especially that of the GaoKao, China’s collegeentrance exam) because those will hugely impact astudent’s academic and career trajectories. Today, Leleis laser-focused on helping students improve their testscores. Lele does this by mining data and content fromthe last 10 years of national and local exam papers in allsubjects (math, literature, chemistry, physics and english)with the goal of providing students with the most importantand relevant content. To complement its content, andto improve Lele’s impact and efficacy, Lele has alsoincorporated assessment questions, adaptive-learningtechnologies, and gamification into its premium offerings,to deliver an engaging and effective learning experienceto students. Lele actively harvests the data from student responses to assessment questions in Lele’s system tomeasure the performance and improvement of each andevery student as they progress through the curriculum.
Impact
Lele produces more than 10,000 animated lectures, eachof which squeezes what would normally be a traditional45-minute class into a three-minute session. It covers K12curriculums and includes practice exercises and tools forimprovement. The animation and the simplicities of the course attract the students to enjoy learning. Lele alsoproduces online content for teacher use. Certain courses areprovided online free of charge to attract users. Custom-madeVIP courses will be charged on a monthly subscription basis.
Currently Lele has 2.4 millionactive registered students daily and 27 million users monthly.
