What Beijing New Oriental Xuncheng Network Technology Co., Ltd. does

Beijing New Oriental Xuncheng Network Technology Co., Ltd. operates the Koolearn (新东方在线) platform, the online education subsidiary of publicly listed New Oriental Education & Technology Group (NYSE: EDU). Founded in 2005 and headquartered in Beijing, the company runs a multi-category, multi-level digital learning platform centered on standardized test preparation — postgraduate and doctoral entrance exams (考研/考博), international English proficiency (IELTS, TOEFL, PTE, GRE, GMAT), North American undergraduate admissions (SAT, ACT, AP, SSAT, IB, A Level, IGCSE, Hong Kong DSE), domestic English tests (CET-4/6, TEM), Cambridge English (KET/PET/FCE/BEC), CATTI translation exams, teacher qualification, and a small-language catalog (Japanese, Korean, French, German, Spanish, Russian). Course delivery is built on a learning management system supporting live streaming, recorded video, and 1-on-1 tutoring across web, iOS/Android apps, and WeChat mini-programs, with dedicated IELTS Pro and TOEFL Pro applications offering authentic TPO content behind VIP membership.

The business model is direct-to-consumer with a supporting affiliate/partner (网盟) channel. Monetization is generated primarily through one-time online course sales (live large-group, live small-group 6–8 person, 1-on-1 VIP customized, and self-paced recorded courses) and through recurring VIP subscription access to premium content such as authentic TPO questions. Pricing spans freemium (¥0.1 group-buying, free 公开课) through mid-tier (BEC at ¥2,180, 60-day IELTS at ¥7,880) to high-touch VIP (1-on-1 SAT 40-hour at ¥35,200, IELTS 1-on-1 free customized VIP), with many courses offering tuition-refund or free-retake guarantees. Customer acquisition flows through koolearn.com and sub-domains per course, mobile apps, WeChat service accounts and mini-programs, Weibo, and a commission-based affiliate network including Tencent Education, NetEase Education, and other Chinese education portals. Strategic top-tier partnerships with ETS (Diamond Partner in the TOEFL Global Partner Program), British Council/IDP IELTS (Platinum Partner), and Cambridge Assessment (China Strategic Partner) provide access to authentic test content and underscore the platform's positioning as China's leading branded online test-prep channel.

Name

Beijing New Oriental Xuncheng Network Technology Co., Ltd.

Legal name

Beijing New Oriental Xuncheng Network Technology Co., Ltd. (北京新东方迅程网络科技有限公司)

Website

https://koolearn.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Koolearn (Beijing New Oriental Xuncheng Network Technology) is the online education subsidiary of New Oriental Education & Technology Group, operating a multi-category D2C platform that prepares Chinese university students, high-schoolers, and working professionals for postgraduate entrance exams, IELTS/TOEFL/SAT/GRE/GMAT, CET-4/6, Cambridge English, and small-language certifications.

Ownership category

akta.pro rank

Product category

Online Test Preparation and Language Learning Services

NAICS

Exam Preparation and Tutoring (611691), Language Schools (611630), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

English Proficiency & International Admissions Exams (TOEFL/IELTS/PTE/Duolingo) Prep (EDANABAC)

akta.pro secondary industries

K-12 & School-Based Language Exam Prep (AP, IB, IGCSE/A-Levels) (EDANACAE), Test Prep Tutoring Platforms (SAT/ACT/GRE/GMAT, etc.) (EDANAGAH), Academic Language Support (ESL/EFL for School & University) (EDANACAB)

Keywords

• Online test preparation
• Postgraduate exam preparation
• English proficiency training
• Study abroad consulting
• Language learning

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Online Course Sales: Sale of online video courses, live streaming courses, and 1-on-1 tutoring packages to individual students and professionals. Courses are sold individually or as bundled programs. Revenue is generated per course purchase with various pricing tiers based on class size (1-on-1, small group, large group) and course length.
2. Membership and VIP Subscription: Subscription-based VIP membership providing ongoing access to premium content, including the 新东方雅思Pro and 新东方托福Pro apps with authentic TPO question access.
3. Affiliate/Referral Commission: The 网盟 (affiliate) program generates commission revenue from partner websites that drive traffic and course enrollments to the platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Beijing New Oriental Xuncheng Network Technology Co., Ltd. operates the Koolearn (新东方在线) online education platform (koolearn.com), selling direct-to-consumer live and recorded test preparation courses and tutoring for Chinese postgraduate entrance exams (考研/考博), international English proficiency tests (IELTS, TOEFL, PTE, GRE/GMAT, SAT), domestic English tests (CET-4/6, TEM), Cambridge English (KET/PET/FCE), BEC, teacher qualification certifications, and minor foreign languages (Japanese, Korean, French, German, etc.), delivered via web and mobile with AI-driven course recommendations.

Product overview

Beijing New Oriental Xuncheng Network Technology Co., Ltd. operates the koolearn.com online education platform under the New Oriental (新东方) brand, offering a multi-category, multi-level digital learning platform. The portfolio centers on test preparation courses (考研考博, 雅思, 托福, SAT, GRE/GMAT, 四六级, CATTI, BEC, PTE) alongside language learning (小语种, 新概念英语, 剑桥青少英语) and professional certification preparation (教师资格证, 专升本). The platform delivers content via live streaming, recorded lectures, 1-on-1 tutoring, and intelligent system courses, with AI-powered course recommendations guiding users to appropriate study paths. Supporting infrastructure includes mobile apps, learning management tools ('我的课堂'), and free public lectures to drive enrollment across the paid course catalog.

Differentiator

Problem solved

Functional benefit

Brands

• 新东方大学考试 (Koolearn University Exam): Online platform for college entrance exams, graduate examinations, and professional certification courses

Products and services

• Postgraduate and Doctoral Entrance Exam Online Courses (考研/考博在线课程) Online education platform offering comprehensive test preparation courses for postgraduate entrance exams (考研), doctoral exams (考博), and on-the-job graduate programs, covering disciplines including management, law, education, medicine, engineering, and computer science.
• IELTS Online Courses (雅思在线课程) Comprehensive IELTS preparation courses including 1-on-1 tutoring, live small-group classes (6-8 person, 15-person, 25-person), intensive precision courses, and academic writing modules targeting scores from 5.5 to 8+.
• TOEFL Online Courses (托福在线课程) TOEFL preparation courses for college and secondary school students, featuring live classes, intelligent system courses, VIP small groups, and 1-on-1 customized programs targeting scores from 4.0 to 110+.
• SAT Online Courses (SAT在线课程) SAT preparation including 6-8 person live VIP classes, 1-on-1 tutoring, intelligent system courses, and exam strategies targeting scores of 1450-1500+.
• North American / UK Study Abroad Exam Preparation Courses (北美/英联邦留学考试课程) Full suite of study abroad test preparation including ACT, AP, SSAT, IB, international competitions, and undergraduate placement programs (美本一站式) targeting North American and UK university admissions.
• CET-4 and CET-6 Online Courses (四六级在线课程) Test preparation for college English proficiency Band 4 and Band 6 exams (CET-4/CET-6), including direct-through programs, worry-free plans with guaranteed retake, and past exam paper practice.
• Translation and Professional English Courses (翻译考试/实用英语课程) Professional English and translation exam preparation including CATTI (level 2/3 written and oral interpretation), BEC business English (elementary/intermediate/advanced), and TOEIC workplace English.
• Cambridge Young Learners English / KET / PET / FCE Courses (剑桥青少英语课程) Cambridge English preparation courses including Cambridge Interchange, Think, Unlock, and Cambridge Fifth Level exams (KET, PET, FCE), as well as Power Up for young learners.
• BEC Business English Preparation Courses (BEC商务英语备考课程) BEC business English exam preparation at three levels (Preliminary/Vantage/Higher) covering listening, speaking, reading, and writing, with mock exams and writing review services.
• Teacher Qualification Certificate Courses (教师资格证课程) Teacher qualification exam preparation covering written tests and interviews for primary, secondary, and kindergarten teaching credentials.
• Small Foreign Language Online Courses (小语种在线课程) Specialized language courses in Japanese, Korean, French, German, Spanish, Russian, and other minority languages, covering JLPT, TOPIK, DELF/DALF, Goethe, DELE and other proficiency exams.
• Vocational Undergraduate Transfer Exam Courses (统考专升本课程) Test preparation for vocational undergraduate entrance exams across multiple provinces including Guangdong, Shandong, Henan, Heilongjiang, and Jiangsu, covering public courses in politics, English, mathematics, and computer science.
• PTE Online Courses (PTE在线课程) PTE (Pearson Test of English) academic test preparation courses including live skills training, comprehensive system courses, and 1-on-1 VIP tutoring.
• New Concept English Courses (新概念英语课程) New Concept English (新概念英语) courses covering four levels from beginner to advanced, with integrated reading, listening, speaking, and writing training.
• GRE and GMAT Online Courses (GRE/GMAT在线课程) GRE and GMAT preparation courses including intelligent system courses, 15-person live classes, 6-person small groups, and 1-on-1 tutoring for graduate school admissions testing.
• Postgraduate Exam Boarding Study Camps (考研寄宿营) Boarding and intensive study camps (寄宿营) for postgraduate exam takers, offering immersive learning environments with accommodation and guided study programs for 27 and 28 cohort students.
• BBC English Teaching and Integrated English Channel (BBC英语教学/综合英语频道) English learning resources hub including BBC English teaching content, one-minute English lessons, vocabulary quizzes, and bilingual news articles.

Quantifiable outcome

• Many courses offer '不过重读' (free retake if exam not passed) and '返学费' (tuition refund upon achieving target score) guarantees, demonstrating confidence in student outcomes.

Segments7 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ETS (Educational Testing Service)coreTechnology or IntegrationNew Oriental Online maintains a strategic partnership with ETS, gaining authorization to use official TOEFL and GRE test materials, including TPO (TOEFL Practice Online) questions, for student preparation. The partnership provides access to authentic test content that enhances the platform's test preparation quality.
• British Council / IDP (IELTS)coreTechnology or IntegrationNew Oriental Online holds Platinum Partner and Excellence Online Star status with IELTS official bodies, indicating a close working relationship that provides access to official IELTS resources, updates, and promotional support.
• Cambridge Assessment (剑桥大学考试委员会)coreTechnology or IntegrationNew Oriental Online is a China Strategic Partner of Cambridge Assessment, providing access to official Cambridge English exam resources including BEC (Business English Certificate), KET, PET, FCE, and other Cambridge ESOL examination materials.
• Education CPS Alliance (教育CPS联盟)minorGTM or Marketing PartnerEducational content affiliate network partners including 腾讯教育 (Tencent Education), 网易教育 (NetEase Education), 无忧考网, 考试吧, 考研帮, 可可英语, and numerous other education portals that drive student enrollments through affiliate links in exchange for commission.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Market position

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/beijing-new-oriental-xuncheng-network-technology-co.-ltd.

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beijing New Oriental Xuncheng Network Technology Co., Ltd.