New Oriental Education & Technology Group

What New Oriental Education & Technology Group does

New Oriental Education & Technology Group is a diversified Chinese education conglomerate founded in 1993 by Yu Minhong (俞敏洪) and dual-listed on the New York Stock Exchange (EDU, since September 2006) and the Hong Kong Stock Exchange (9901, since November 2020). The group operates a multi-segment education platform serving Chinese families across the entire learning lifecycle: K-12 quality education (bilingual learning, brain development, programming, art, robotics, speech), international education and study abroad test preparation (IELTS, TOEFL, SAT, A-Level), university exam preparation (postgraduate entrance, CET-4/6, CATTI), adult and small-language courses (Japanese, Korean, German, French, Spanish, Italian), teacher qualification and professional certification, plus study tours and camp education. Supporting the curriculum business are 16+ wholly-owned operating subsidiaries including the online education platform Koolearn (新东方在线), study abroad consulting arm Qiantu Abroad (前途出国), early childhood chain Star Kindergarten (满天星幼儿园), art education brand Sifk (斯芬克), bilingual K-12 schools (Yangzhou Foreign Language School, New Oriental International School), Doyou Books (大愚图书), the Family Education Center, Teacher Development Institute, and a charitable foundation.

Technology and delivery infrastructure combines a nationwide physical campus network spanning over 50 Chinese cities (including Beijing, Shanghai, Guangzhou, Shenzhen, Wuhan, Xi'an, Nanjing, Shenyang, Chengdu, Hangzhou, Tianjin, Chongqing, Dalian, Changchun, Changsha, Zhengzhou, Jinan, Harbin, and Yangzhou) with digital platforms including the New Oriental mobile APP, Leci vocabulary APP (Ebbinghaus-curve-based), New Oriental Cloud Classroom for live streaming, and the New Oriental AI Open Platform. AI features are embedded in the Smart Learning (智慧学习) platform for K-12 personalization, recommendation, predictive weak-point diagnostics, and process automation across the learning lifecycle, with multi-modal text/audio/image vocabulary delivery in Leci. Cybersecurity Level 3 certification under Chinese information security standards is in place.

The business model is primarily B2C course-fee revenue across a multi-tier pricing structure: teacher qualification packages from ¥199, listening/speaking courses from ¥900, postgraduate entrance programs from ¥15,800 to ¥65,800, VIP one-on-one language programs ¥18,800-¥42,800, and multi-year study abroad consulting engagements. Distribution combines direct field sales through campuses, inside sales (phone-based consultation at 010-82611818), self-serve mobile and WeChat mini-program enrollment, and direct-to-consumer marketing. Beyond core education, the group has diversified into agricultural e-commerce via Oriental Select (东方甄选, knowledge-based livestreaming) and cultural tourism via New Oriental Culture and Travel (新东方文旅, study tours and camp education for mid-age, senior, parent-child, and youth segments). Marketing is omnichannel, leveraging the official xdf.cn hub, dedicated sub-brand sites (ielts.xdf.cn, toefl.xdf.cn, goabroad.xdf.cn, wenlv.xdf.cn), WeChat ecosystem, SEO, the annual Family Education Forum (since 2008), and the 100-Day Action community campaign.

Name

New Oriental Education & Technology Group

Legal name

新东方教育科技集团有限公司 (New Oriental Education & Technology Group Co., Ltd.)

Website

https://xdf.cn

Company type

Public

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

New Oriental Education & Technology Group is a dual-listed Chinese education conglomerate founded in 1993, operating 50+ city campuses and digital platforms serving K-12, international, university, and adult learners across China, with subsidiaries spanning online education, study abroad consulting, books, and adjacent livestream e-commerce and cultural tourism.

Ownership category

akta.pro rank

Product category

Private Education and Tutoring Services

NAICS

Language Schools (61163), Educational Services (61), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Integrated Tutoring + Learning Content Platforms (Curriculum + Tutors) (EDANAGAL)

akta.pro secondary industries

Live Online Language Tutoring & Small-Group Classes (EDAMAFAD), Virtual Test Prep & Online Supplemental Instruction (K–12) (EDAJADAI), International/Global Curriculum Schools (IB, Cambridge, etc.) (EDAJABAG)

Headquarters

HQ city

Guangzhou, Guangzhou

HQ country

China

HQ region

Asia

Offices20 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Educational Services - K-12 Training: Core revenue stream from in-person and online courses for K-12 students covering language training (TOEFL, IELTS, etc.), academic exam preparation (gaokao, zhongkao), and quality development programs. Courses are priced at various tiers from ¥900 to ¥38,800+ depending on course type and duration.
2. Study Abroad Services: Overseas study consultation and application services through 前途出国 (Qiantu Study Abroad), including study abroad planning, application processing, and pre-departure preparation services.
3. University Student Training: Test preparation and career development courses for university students including postgraduate entrance exams (考研), CET-4/6, translation certifications (CATTI), and teacher qualification exams.
4. Online Education - Koolearn: New Oriental's publicly listed online education subsidiary (NYSE: KOOL) provides online courses and platform services, generating revenue through course sales and platform fees.
5. Study Tours and Cultural Travel: Domestic and international study tours, research trips, and营地 education services under the 新东方文旅 brand targeting students, families, and adults.
6. Agricultural E-commerce - Oriental Selections: Knowledge-based agricultural product e-commerce platform 东方甄选 (Oriental Selections) linking producers and consumers with quality agricultural products, diversified into livestreaming commerce.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

New Oriental Education & Technology Group delivers a diversified portfolio of private education services spanning early childhood education, K-12 academic tutoring, language training (English plus Japanese, Korean, German, French, Spanish, Italian), standardized test preparation (gaokao, zhongkao, postgraduate entrance exams, CET-4/6, IELTS, TOEFL), study abroad consulting and application services, professional certification training, study tours, and K-12 international bilingual schooling. Courses are delivered through a nationwide physical campus network in 50+ Chinese cities combined with online platforms (Koolearn, Cloud Classroom, mobile apps) and supplemented by AI-powered personalized learning tools.

Product overview

New Oriental Education & Technology Group operates as a comprehensive educational services platform with a diversified product portfolio spanning multiple segments. The core offerings include: (1) 少儿素质 (Children's Quality Education) for K-12 students covering bilingual learning, programming, robotics, and art; (2) 国际教育 (International Education) for study abroad preparation including IELTS, TOEFL, and application services; (3) 大学考试 (University Exam Preparation) for graduate entrance and college English exams; (4) 小语种 (Minority Language Courses) for Japanese, Korean, German, French, Spanish, and Italian; (5) 游学·研学 (Study Tours) for domestic and international educational travel; (6) 英语学习 (English Learning) for comprehensive language development. Supporting these are technology platforms including 智慧学习 (Smart Learning) for AI-powered personalized learning, 新东方APP and 新东方乐词APP for mobile learning, 新东方云教室 for live streaming instruction, and 新东方AI开放平台 for AI capabilities. Subsidiary brands include 新东方在线 (Koolearn) for online education, 前途出国 for study abroad consulting, 斯芬克 for art education, 满天星幼儿园 for early childhood education, and 新东方国际学校 for K-12 international schooling.

Differentiator

Problem solved

Functional benefit

Brands

• 东方甄选 (Oriental Select): Agricultural e-commerce platform featuring knowledge live streaming, providing high-quality agricultural products to consumers.
• 新东方文旅 (New Oriental Culture and Travel)
• 新东方在线 (Koolearn)
• 前途出国 (Qiantu Abroad)
• 满天星幼儿园 (Star Kindergarten)

Products and services

• Koolearn (新东方在线) New Oriental's publicly listed online education subsidiary (NYSE: KOOL) providing online courses and platform services covering language learning, test preparation, and academic resources delivered via web and mobile.
• Qiantu Study Abroad (前途出国) End-to-end study abroad consulting and application service covering school selection, application materials preparation, visa guidance, and pre-departure preparation for universities in the USA, UK, Canada, Australia, New Zealand, Europe, Asia, and other countries, including multi-country joint applications.
• Smart Learning Platform (智慧学习) AI-powered personalized learning platform providing pre-class preview habits development, video-based knowledge point learning, personalized practice exercises, assessment testing, and intelligent diagnostic reports with guardian companionship features for K-12 students.
• Children's Quality Education (少儿素质) Quality education programs for children covering bilingual storytelling performance, brain development, programming, art literacy, robotics, critical thinking and eloquence, and character development for preschool and K-12 students.
• International Education (国际教育) Comprehensive international education services for all age groups including IELTS, TOEFL, SAT, ACT, AP, A-Level, international curriculum instruction, undergraduate and graduate applications, and multi-country joint applications for students planning to study abroad.
• Minority Language Courses (小语种) Language training programs covering Japanese, Korean, German, French, Spanish, and Italian at various proficiency levels from beginner to advanced (N5-N1) for study abroad, immigration, work, and interest purposes.
• University Exam Preparation (大学考试) Test preparation services for graduate entrance exams (考研), CET-4/6, self-funded undergraduate programs (专升本), and translation certifications (CATTI) targeting university students and recent graduates.
• Postgraduate Worry-Free Plan (考研无忧计划) Comprehensive graduate entrance exam (考研) preparation program covering all subjects with integrated study plans, intensive training camps, public courses, and bundled packages priced from ¥15,800 to ¥65,800.
• English Learning (英语学习) Comprehensive English language skill development covering listening, speaking, reading, writing, Cambridge English, business English, translation courses, and VIP one-on-one programs priced from ¥900 to ¥42,800.
• Professional Exams (职业考试)

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability10 records

Feature5 records

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• TAL Education Group: NYSE-listed TAL (formerly Xueersi) is the most direct Chinese K-12 supplemental tutoring and test-prep competitor. Both companies offer English/test prep, were simultaneously impacted by China's "Double Reduction" policy, and have since pivoted into adjacent education and content services.
• Wall Street English (Pearson): Wall Street English, owned by Pearson, is a global premium adult English-language training operator with significant China operations. It competes head-to-head with New Oriental's English Learning courses and VIP one-on-one adult English programs at similar price points.
• Bright Scholar Education Holdings: NYSE-listed Bright Scholar (BEDU) operates K-12 international and bilingual schools across China — directly comparable to New Oriental's Yangzhou Foreign Language School and New Oriental International Schools subsidiaries. Both serve Chinese families seeking international curricula pathways.
• EF Education First: EF is the world's largest privately held English-language training company, offering in-person and online English instruction globally — including a large China presence. EF directly competes with New Oriental's English Learning, VIP one-on-one, and small-language offerings, targeting similar adult professionals and students.
• Gaotu Techedu: NYSE-listed GOTU (formerly GSX Techedu) is a primarily online Chinese K-12 tutoring and adult English/language-learning platform. It overlaps with New Oriental's Koolearn online offering and adult English segment, and is a direct digital-native competitor.
• China Maple Leaf Educational Systems: Maple Leaf operates K-12 international schools (Canadian and Chinese curricula) for Chinese and foreign students, including study-abroad pipeline services. It directly competes with New Oriental's New Oriental International Schools and Yangzhou Foreign Language School sub-brands in the international-curricula private-school niche.
• OneSmart International Education Group: OneSmart is a Chinese premium K-12 tutoring services provider, formerly NYSE-listed. It overlaps with New Oriental in K-12 supplemental tutoring and English language instruction, addressing similar middle-class urban families across multiple Chinese cities.

Emerging players

• Duolingo: Duolingo is a publicly listed (NASDAQ: DUOL) mobile-first language-learning platform with strong adoption in China. It is not a direct classroom competitor but overlaps meaningfully with New Oriental's English and small-language learning apps (Leci, New Oriental APP), particularly for self-serve adult learners.

Broad incumbents

• Berlitz Corporation: Berlitz is a global language instruction provider with corporate, adult, and government training programs across many languages. It competes with New Oriental's multi-language 小语种 (small-language) courses in Japanese, Korean, German, French, Spanish, and Italian for adult and study-abroad learners.
• China Education Group: HKEX-listed China Education Group (0839) is one of the largest private higher-education operators in China. While focused on degree-granting higher education — a different segment from New Oriental's test prep — it competes for Chinese families' education wallet share and shares the post-Double Reduction diversification thesis.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC
• Facebookfacebook.com/xdf.cn
• LinkedInlinkedin.com/company/xdf-123
• Instagraminstagram.com/neworiental

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries17 records

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 New Oriental Education & Technology Group