With the development of economic and scientific research, research on human brain and psychology has revealed that early education has a great effect on improving personal qualities. 0-6 years old is the starting point and foundation for the whole life development of a person. Reasonable early education is an important guarantee for improving the level of family education and promoting the healthy development of infants and young children.
In order to ensure the healthy development of preschool education, the Ministry of Education and related institutions have formulated relevant laws and regulations to regulate the normative development of the preschool education industry. The Law of the People's Republic of China on the Promotion of Private Education (Revised in 2016) (hereinafter referred to as the "Private Education Promotion Law") came into effect on September 1, 2017, and subsequently introduced the thirteenth of the National Education Development. The Five-Year Plan, the "People's Republic of China Education Promotion Law Implementation Regulations (Revised Draft) (Draft for Comment)" and other policies will incorporate early childhood education for children aged 0-6 into the national education system for rational and scientific planning.
Accompanied by economic development is the improvement of people's overall quality, which also makes parents' expectations for children's education higher and higher. The concept of parental eugenics is increasing, and education will become a trend of education development from the age of 0.
On the one hand, the opening of the second-child policy has promoted the continuous increase in the number of newborn babies, and the promotion of education has expanded to accept the scope of acceptance of early education. The potential target customers of the early education industry have not been fully developed, and the number of children receiving early education is expected to continue to grow; On the other hand, the change of parental education concept has made the emphasis of early education increase, and the increase of household disposable income has increased the ability of consumers to pay, providing a basis for the development of early education industry.
According to statistics, more than 80% of households hope that their children will receive quality early education and lay a solid foundation for their children's subsequent development. At present, the demand for early education has become one of the current domestic residents' consumption hotspots, especially in urban areas. Infant education of 0-6 years old will be the focus of preschool education in China for a long time to come, and the differential supply of early education preferences poses more severe challenges to the traditional education system and model.
Since 1998, Oriental Baby Love has established the first early education institution in Beijing in the past 20 years. After 20 years of development, China's early education industry has shown that “local brands and international brands go hand in hand, large chain institutions and small and micro regional brands coexist. "The pattern." For early education companies, brand endorsements help to increase parental trust. Therefore, starting from the user behavior model, parents tend to choose well-known early education brands, and the expansion of well-known early education brands is speeding up. The main enterprises in China's early education industry are as follows:
1. Oriental baby
As the first early education institution in China, Oriental Baby is not only the maker of industry standards, but also the leader of early education brands. The industrial upgrading of China's preschool education industry, the subversion of the education model of thousands of households, and the formation of China's early education industry chain, the Oriental baby love is indispensable. As the only brand in the 2017 China franchise chain top 100 early education industry, Oriental Baby is able to provide a complete support and service system for its franchisees. Up to now, Oriental Baby has more than 800 early education centers and 200 day care centers in more than 300 cities across the country, and has become an early education brand trusted by 2.5 million Chinese families.
2.Golden Baby
In 2003, Golden Baby from the United States officially landed in China and brought its advanced and scientific early education concepts to China. Jinbao features a full set of American teaching concepts and tutorials to train the infants and children in music, art and other aspects. In the past 15 years, Gymboree's curriculum has always kept pace with the world, and tried to be close to China's national conditions; its teachers who have passed the unified training can only get a job. At present, Gymboree has more than 360 early education centers in China, covering more than 150 cities.
3. US Jim
As a representative institution of American early education, Mei Jim officially landed in China in 2009 and has developed rapidly in China in recent years. Its early education curriculum is biased towards the direction of movement, and through the sportiness of the course and the advanced facilities, it helps children build a strong body. Teachers can be employed after three stages of theoretical study before training, centralized training at headquarters, and post-training center internship. By the end of 2017, Mejim (China) has opened 392 centers in 31 provinces, cities and regions. Among them, there are 294 affiliated centers and 98 direct-operated centers.
(A reasonable calculation of the rate of early education participation in the provinces: Citic Securities)
According to the calculation results in the above figure, the number of participants in China's early education year reached 6.15 million, and the average penetration rate was only 12%. The penetration rate of early education in Beijing and Shanghai in the first-tier cities was 33% and 32%, respectively, which was significantly higher than the national level. Average level. According to the 2018 Chinese Early Learning Blue Book, the number of early education institutions in first-tier cities accounted for 15.1%, while the total population of Beishang Guangshen is only 5% of the national population, indicating that the number of per capita early education centers in first-tier cities is three times the national average. The side reveals the important information that the number of early education institutions in the second and third tier cities is quite large. How to preempt the market and expand brand influence in low-tier cities will be one of the strategic priorities for the future development of early education institutions.
What kind of brand should investors choose to join in the early education industry called “the never-ending investment industry� Some insiders said: "Under the trend of comprehensive second-child major benefits and consumption upgrading, the early education industry is welcoming historic development opportunities, the market scale is expanding and the prospects are increasingly clear. At present, there are about 113 million children aged 0-6 in the country. The average annual consumption of each family is 3,000 yuan, and the average annual growth rate is expected to be 8%. By 2021, the size of the early childhood education market for children aged 0-6 in China is 537.35 billion yuan, plus the size of the second child incremental market, and the size of the national early education market in 2021. Up to 618.147 billion yuan, early childhood education in China will usher in the golden period of development in the next few years. In the face of market competition, the gap between small brands lacking historical and cultural precipitation and high-end early education brands with long-term development history is obvious, investors are When choosing to join, you must keep your eyes open and choose a brand that is truly strong and has a sense of responsibility for education. It will help China's early education."
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