First, the early childhood education chain
The channels for preschool education include kindergartens, early education institutions, and special training institutions.
Kindergartens, including public kindergartens and private kindergartens, are mainly used for the conservation and education of young children, usually for children aged 3-6.
Early education institutions, mainly serving parents and family members of children aged 0-6. Based on the theory of “three-dimensional balanced development of physical fitness, intelligence and mental abilityâ€, it helps young children to develop brain intellectual potential, and provides comprehensive guidance and assistance for good living habits and personality training.
A special training institution that trains children's specialties such as art, sports, science and technology, and innovation.
Compared with the special training institutions, kindergartens and early education institutions have more individual classes and relatively lower reliance on teachers. They can be replicated and expanded in different places by establishing standardized teacher training and course content systems.
The early education chain is part of the offline education industry throughout the history of the early education industry.
The upstream enterprises of the industry include early education teacher training institutions and early education products production enterprises. The teachers of early education mainly graduate from the kindergartens, but this can not meet the needs of the schools. Teacher training has become the main content to be considered by early education institutions. First, the main object of early breeding equipment procurement is teaching aids and toys. The cost of teaching aids accounts for a limited proportion of the company's operations. There is no industry dependence.
Downstream of the early education and training service industry are infants and their parents aged 0-6. With the gradual recognition of the early childhood education and training service consumption concept, the continuous improvement of per capita income, the gradual recognition of the training service consumption concept, the continuous improvement of per capita income, and the liberalization of the “single†two-child policy, early education has gradually become a necessity for family education, and downstream demand is strong.
Second, early education training institutions
1) Produce
The reason why there will be early education in this industry is based on the consensus that 0-5 years old is a period of rapid development of children's brains, and also a key period for children's multi-faceted ability including language, sports, memory and thinking development. The so-called "critical period" refers to the specific age period that is the easiest to learn and master certain knowledge skills and behaviors. In the critical period, the children will be educated in a timely manner, the children will learn more easily, learn faster, and have a multiplier effect. They will be very positive about the children's future school, health, career, life and other aspects. The role. Due to the lack of professional early education knowledge, as well as the restrictions of venues and props, parents need to seek the help of professional early education institutions.
2) Early education concept
The development of early education institutions requires the support of educational theories. Foreign countries, especially the United States, have developed a relatively complete educational theory system and standardized curriculum systems and norms after years of research. In the United States, for example, a well-established early childhood education system consisting of two stages, Pre-K and K, has been formed, and the K stage has been incorporated into the US compulsory education system. The standardization of preschool education in the United States consists of two parts: education model standardization and curriculum standardization. The educational models include Montessori, Waldorf, Reggio Emilia, High Scope, Bank Street and Parent Co-ops. Curriculum standardization was established in the form of legislation through the 2010 Education Reform Blueprint. Under the support of different theoretical systems, different early education institutions have developed and developed their own curriculum systems and talent training management systems, and cultivated children's interests and abilities from different perspectives.
At present, some preschool institutions around the world have derived teaching materials and teaching aids and their own teacher recruitment and training systems based on the above major educational concepts. However, domestic institutions are still in their infancy. The establishment of the concept of preschool education is the first step for domestic kindergartens to move from the nature of nursery schools to early childhood education institutions. It is also the opportunity for preschool education brand service providers. Whether it is direct or affiliated mode, it should be deepened from the concept of preschool education and compiled into complete content. The system, and the use of teaching materials to make it concrete and expressive.
3) Development model
At present, most of the development models of early education institutions are direct-operated + franchise chain business models. In the early stage, through several direct sales stores to create a model, establish a brand image, and then gain a certain degree of market recognition, and then began to expand rapidly through the mode of joining. There are some brands that will also operate hosting for franchisees. There are some stores that are not well-managed, or those that the franchisees are not willing to operate in person, and the headquarters takes over the custody operation.
4) Status and trends of the domestic early education market
Under the combined effect of market demand and policy orientation, early education will continue to be a promising sunrise industry. In 2015, the market size of early education in China reached 50 billion yuan. With the continuous increase of the penetration rate of China's early education market, the market scale of China's early education is also growing. It is estimated that by 2021, the size of China's early education market will reach 116 billion yuan.
Among the institutions with high reputation in the field of early education institutions are Jin Bao, Mei Jim, Red Yellow Blue, Oriental Baby, New Baby, Kangaroo, Yue Bao Yuan, Block Baby and so on.
(Source: "China Early Learning Blue Book")
At present, the lack of industry standards for early childhood education in China leads to lower entry barriers for the industry, homogenization of products and services in the industry, and scarcity of quality content, which makes the preschool market more dispersed than the K12 market.
Foreign early education brand teachers, content precipitation and management capabilities are stronger, market recognition is higher, and fees are higher. In addition to Golden Baby, well-known foreign early education is also known as Jim (USA), Yue Bao Yuan (USA), Philharmonic (USA), Genius Baby (USA), and kangaroo (Australia).
The post-80s and post-90s young parents have a high level of general education and focus on enlightenment education for children. The Social Science Data Research Center of Fudan University released the latest data of “After the World of 80 – The Social Change Survey of the Yangtze River Delta of Fudan Universityâ€, more than 86% of the 80s received higher education. They recognize the importance of education in their own growth and accept Western educational ideas with a more open mind. After the 80s and 90s, as the only child generation, most families presented a "4+2+1" funnel structure. In the traditional one-child family, one child becomes two adults and four old people share the same sustenance. The parents almost all the resources are invested in the child's training, and the parents are less sensitive to the price of the child's education.
Early education first appeared in the Chinese market through the entry of foreign brands. In recent years, domestic early education brands are also developing, and more and more parents are no longer “Chongyang.†According to Sohu Education’s survey results, only 31.58% of parents tend to choose foreign brands.
With the reduction of market gaps, the competition of early education institutions is becoming more and more fierce. Under the use of the survival of the fittest, those early institutions with insufficient strength and poor quality of teaching are gradually being eliminated. At the same time, branding and scale have become the trend of the early education industry. With a group of internationally leading companies such as Mei Jim, and the establishment of brand competitiveness in the free development of the industry, the rapid expansion of domestic early education, the early education institutions from the original "workshop" operation upgraded to the brand chain model business model, brand effect Gradually, the entire industry will gradually enter a standardized and orderly competitive development period. The early education industry will also undergo a transformation, the market will bid farewell to the rough development stage, and gradually turn to the era of refined farming with education and service as the core.
The content of education and service will show the trend of informatization and pan-entertainment; the high-end elite education curriculum for children will be diversified, and the special education early childhood education courses such as gifted children training and computer programming will be sought after.
5) Problems/risks that are easily encountered in the development of early education institutions
Lack of industry regulation, policy risks
Since early education is neither in the scope of compulsory education nor in the field of vocational education, its supervisory body has been in an awkward position for a long time. In some places, it is under the jurisdiction of the education department, and some places are included in the supervision of the health department. The vast majority are registered under the business sector in the name of a consulting service company.
At present, the industry is still lacking industry standards, and laws, regulations and supervision are not perfect. The future must be a process of gradually establishing and perfecting rules. In this process, any new policies will be stipulated, and they are all uncertain.
The level of teachers is not high, and the turnover rate is high.
The education of kindergarten teachers in China is generally low, and the quality of education in schools is not high. After graduation, there is also a lack of professional growth platform. Outside the regular kindergarten school, there is no authoritative early education teacher training organization. In terms of recruitment, while professional requirements are getting higher and higher, the overall treatment of preschool teachers is not high. Therefore, early education institutions need to recruit a large number of employees who have no relevant theoretical knowledge and experience, and become qualified qualified early education teachers through their own training. But the early education teacher's mobility is very high. Without adequate training, employees cannot provide quality early education services. If you spend a lot of time and energy to train, but at too high a loss rate, the cost is not enough.
Lack of independent early education concept and early education curriculum system
At present, the early education institutions either completely introduce the whole set of foreign ideas and systems, or make some modifications and adjustments on the basis of foreign systems. If you fully introduce foreign countries and do not have your own R&D team, then the dependence on foreign support is too strong to adjust quickly according to your own situation and the particularity of the domestic market. If you want to fully develop a curriculum system of your own, not only the professionalism of the team, but also the investment in funds are very demanding, and it is not sure whether consumers will recognize it.
The service quality of franchisees cannot be well controlled, affecting brand image
At present, the early education institutions mainly adopt the franchise mode, and the content and tools supply sources and shops are glued by various early education brands to enter the market. However, with the expansion of planned operations, many resources on the content side will be deformed during the implementation phase. For example, teachers training problems that have been plagued by many well-known early education institutions have faced the relatively high teacher turnover rate. In order to save costs, franchisees will use the old ways to replace the unified training provided by the brand center. This kind of person-to-person approach will inevitably produce distortions in educational content at storefront terminals. At this time, the lack of third-party supervision and evaluation has caused many consumers to suffer from dumb losses.
In more serious cases, there will be unexpected events such as capital chain breaks, business runs, and store closures, which will affect the brand itself. Since the second half of 2012, related roads or closing events have spread to well-known brands such as Oriental Baby, Philharmonic, Kiss Kangaroo, and Creative Baby.
At present, every big brand claims to have strict franchise standards and franchisee management system, but in the end, each brand will still have some poorly operated stores, and online can also search for negative comments from many parents. This question, which company has not been solved perfectly.
The risk of rapid expansion (the resulting talents can not keep up, the management of the franchisees is not in place, the quality of the stores is uneven)
After the early education chain enters the high-speed expansion period, it may be possible to open dozens of franchise stores within one year. But at the same time, the number of people at the headquarters will not increase proportionally, so in the process of serving so many franchisees at the same time, there will be many problems.
First, after the franchisee reaches a certain amount, the company must have a complete set of franchisee support and management rules. Many organizations claim to have strict franchise standards, but in practice they are not implemented according to standards. Previously, the support promised by the franchisees may not be honored during the operation.
Secondly, many franchisees need the support of the headquarters from the site selection to the decoration to the enrollment. The expansion is too fast, and it is easy for the support staff at the headquarters to keep up.
The loss of control of the franchise management will eventually lead to the uneven quality of the franchise stores, and the operating income will not be guaranteed. On the one hand, it damages the company's brand image, on the other hand, franchisees will also quit joining, resulting in a decrease in company franchise income.
The entry barrier is very fierce, the content and mode are easily copied and copied, and the radical means of competition affect the image of the industry.
This industry does not currently require any entry qualifications or audits. The content of children learning 0-6 is not particularly high and complex. For teachers or venues, the requirements are not particularly high. So it is possible that only three or four people will find a venue of several hundred square meters, and they can open an early education center. This has led to a very fragmented, homogenous competition in the early education industry. Once a person has done a good job, its content and patterns are easily and quickly copied by competitors.
In such a fiercely competitive environment, the profit rate is also steadily declining, making it harder and harder to make money. The head of an early education institution analyzed the early education brand of a certain line as an example. In the Beijing area, an early education center with a staff size of about 10 people was established. The initial membership fee is about 340,000 yuan. The annual rent, property, decoration and other costs are about For 1 million yuan, the labor cost is about 500,000 yuan, plus other expenses, market and other costs, more than 2 million yuan a year. "Taking the per capita course price of 15,000 yuan / year as an example, even if you do not consider the factors such as refunds, you need to reach 140 students to barely break even."
In order to attract more students, some organizations have resorted to a variety of means, such as buying Baidu keywords, distributing flyers on the street, harassing telemarketing, etc., and even some of the high-end brands have begun to lower their prices. Some courses with a price of more than 1,000 yuan are sold only for a few dozen yuan. As a result, consumers' overall image of the industry has declined. Some consumers even think that early education institutions are cheating money.
The listing channel is not smooth
At present, there is no company listed in the A-share market with early education as its main business. At present, there are only a few mature early education institutions, which are either privatized by large fund buyouts or partially acquired by listed companies. For investors, how to quit in the end is a tricky issue. It is worth noting that in the past two years, there have been fewer and fewer public cases of offline education institutions receiving financing.
6) The core competitiveness of early education institutions
Chain early education institutions basically encounter the above problems in the development process. How to use your own advantages, solve problems and form core competitiveness is a necessary condition to stand out in this industry.
According to Sohu Education's 2015 Education Industry White Paper, 19.48% of parents think that teachers are the most important consideration, and another 19.05% of parents think that it is very important to be close to home, and 18.44% of parents value the way of teaching in early education institutions. . At the same time, 11.68% and 10.14% of parents respectively value the hardware environment and brand effect. Parents who mainly considered price factors accounted for only 8.79%.
From the perspective of consumer demand, teachers, location, teaching methods (educational ideas), environment, and brand are the most important factors in their selection of early education institutions.
So, a successful early education institution:
First of all, we need a well-established and standardized early education philosophy system and curriculum system to guide the actual teaching.
Secondly, we need to recruit excellent teachers and employees, and have a set of perfect and effective teacher training system and excellent talent selection system.
An orderly and scientific management system is required for the entire company.
In addition, we need a complete franchise management system, franchisee management system and system.
There must also be a good brand image, distinctive positioning, scientific guidance for the choice of store location, interior environment decoration and other details.
Focus on parents, focus on service experience, and provide more extra-curricular services and guidance to children and parents to enhance user stickiness and loyalty
Another thing to note is that the time to enter the market is relatively early, and it is easy to take advantage of the first-mover advantage and quickly sprint the land (the current early education institutions are all established in nine or two thousand years)
Focus on innovation and change. According to the changes in consumer philosophy and consumption habits, we will continue to change.
Source: Private study
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