The price of early education center only sees toys and does not see textbooks

Parent-child, sports, art, genius training... Recently, the reporter visited some early education institutions and found that various early-education institutions have blossomed everywhere. The propaganda theory of early education is varied and the fees are tens of thousands or even hundreds of thousands of yuan. Stepping into these early education centers, seeing the classroom filled with toys such as Trojans, slides, sand dunes, etc., but it is difficult to see related textbooks, and the sky-high price early education center has become a "playground." According to industry insiders, there is no systematic early education concept in China, and the slogans of major organizations are mostly gimmicks. As the early education industry experienced a great leap forward development in the past few years, various hidden worries are now emerging. On the one hand, the market is accelerating the reshuffle, on the other hand, online education, mobile Internet and other big tides are also impacting it.

a large number of slogans

The propaganda concept is mostly for students.

Ms. Wang, who lives in Haidian District, has been a little bit entangled recently. She has been a full-time mother for half a year. She just joined a new company not long ago. When she saw a child with a colleague on the early education course, the idea of ​​“not letting the child lose on the starting line” caused some panic in her heart. Plan to choose an early education center for your baby near your home. After a round, she began to confuse: the slogan of each early education institution is different. Every institution claims that its teaching philosophy is the most advanced, but which one is suitable for their children?

“After examining several early education institutions, I found that the high-end foreign-style early education centers are in some shopping centers, and the environment is not bad. Many of them claim to be foreign early education theories; the next few are distributed in major office buildings or residential buildings. They use the concepts of sports, swimming, music, etc. to develop their potential, and they don’t know that they are reliable.” Ms. Wang said. In fact, there are not many parents like Ms. Wang, especially for those “post-80s” white-collar parents, who can’t get up early education and what kind of early education, which has become a frequent discussion in major parent-child forums and parenting communities. topic of.

According to the investigation of the reporter, the teaching theories of early education institutions on the market are various and varied. Whether they are local or foreign, they will label themselves with such labels, such as parent-child, sports, bilingualism, genius training, and potential development. The survey found that these so-called early education theories often even have contradictions. For example, an institution said that 0-3 years old is a critical period on the starting line, and it is necessary to focus on potential exploration. Another institution said that the child’s brain is still in the shaping stage. Respect the natural development of nature. Even domestic early education and foreign early education often have the phenomenon of water and fire. The founder of the Oriental Baby Association, Jia Jun, publicly declared that many bilingual education programs claimed by early education institutions do not make much sense. She even believes that China’s early education concept must be local. "Not at all optimistic about foreign brands."

"In fact, the current theoretical foundation of early childhood education is very weak and unsystematic. The marketing speech mentioned by various institutions has allowed children to reach a certain level before the age of three. Most of them have no theoretical basis." Li Bai, an early education industry veteran of the early education institution as the director and brand director, told the Beijing Business Daily that the slogan of the early education institution must highlight the high-end atmosphere and internationalization to stand out. This is naturally an enrollment gimmick, otherwise it will not constitute a premium and guarantee profits.

Ma Xuelei, secretary-general of the Beijing Citizens Education Association, also believes that many of the ideas advocated by early education institutions are “pseudo-early education concepts.” He believes that life is not a process of comparison. In the initial stage of 0-3, it is used to advocate It is extremely irresponsible and inappropriate to use the sprinting method to replace the "long-distance running" of life for decades or even nearly a hundred years.

Misname

Early education center only sees toys, no textbooks

Behind all kinds of fashionable slogans, the cost of early education is naturally high. The survey found that in the first-line areas such as Beijing, the annual cost of tens of thousands of yuan is common in the industry, and the cost of hundreds of thousands of yuan is not uncommon. In order to further understand the status quo of the early education industry, Beijing Business Daily reporter visited some early education centers.

In the Oriental Baby Love Early Learning Center of the Sun Palace in Chaoyang District, the Beijing Business Daily reporter learned that its early education program is mainly for infants and young children before the age of 4, and for mothers who are 14-35 weeks pregnant, the length of their early education courses is six months. More than three years, including different types of courses such as exploration, music, art, and mathematics. “The specific fees vary depending on the age and type of course. The average class is about 100-150 yuan per class. Of course, if there are more class hours, there will be some concessions.” When the Beijing Business Daily reporter consulted as the child’s parent At that time, the staff of the early education center did not inform the specific price, but instead let the Beijing Business Daily reporter leave personal contact information, and repeatedly urged the Beijing Business Daily reporter to bring the child to consult and test.

According to relevant industry insiders, the local brand Oriental Baby is in the middle and high-end level in the industry. The course fees are in the middle and upper class, and some “foreign” early education courses are much more expensive. “Many foreign brands get two or three thousand yuan a year. If you pay for tuition, it’s almost equivalent to the total tuition fee for four years. But colleges can take classes every day, but early education only takes 1-2 lessons a week, including Christmas. Events held at festivals, children's festivals, etc. are also included in class hours," the industry source said.

What are these early education courses taught? After a visit by the Beijing Business Daily reporter, it was found that some of the early education centers were filled with toys such as Trojans, slides, and dunes. On the contrary, it was difficult to see relevant textbooks. The sky-high price early education center suddenly became a "playground." In an early education institution called Yuebaoyuan, which is known as “cultivating genius and releasing potential”, the Beijing Business Daily reporter saw many children crawling up and down the ground, while parents were watching. The relevant staff said that they were on weekdays. The teaching activities are in this room full of slides and balls. As for the cost, the Beijing Business Daily reporter learned that "there are differences in the fees for all ages and durations, and the average is less than 100 yuan per class."

In fact, because the agencies claim different early education theories, the costs will vary greatly. Earlier, some media exposed that an early education institution in Guangzhou had an annual fee of 330,000 yuan. For such a high fee, the agency explained that it is the main "father love card", all teachers are "sunshine men" to make up for "children" The lack of male companionship in the growth period.

Billion market

Great Leap Forward Development Hidden Concerns

Regarding the scope of early education, there is currently no unified conclusion in China. Some institutions call it 0-3 years old, and some institutions call it 0-6 years old. If we started from the establishment of the first local institution, red, yellow and blue in 1998, the early education industry has only developed for 15 years in China. Although the history is short-lived, various brands and various concepts have penetrated into most areas of the early education industry. Among them, local brands include Oriental Baby, Red Yellow Blue, etc. Foreign brands include Mei Jim, Philharmonic, etc. Foreign languages, art, sports, and products are even more dazzling. In addition, some traditional Chinese primary and secondary school training institutions have begun to test the field of early education, such as the Mobie Thinking Center of Xuesisi and the English-speaking children of Xueda Education.

The rapid development of the early education industry is related to the importance of early education to the younger generation of parents in China, and to the scale of its own expanding market. “Before, a survey data on urban children’s early childhood consumption shows that there are currently 20 million urban children in China from 0-3 years old. The annual market consumption is only 30 yuan for early education. The annual market size is more than 30 billion yuan.” Wang Xiaofeng, founder of Early Education Network, said that the early education industry consists of three parts: early education training, early education toys, and family early education. The economic scale generated by the addition of the three is over 100 billion yuan.

The huge market potential is accompanied by a variety of hidden concerns while causing many commercial organizations to compete for food. “Because the various costs of the early education industry are very high, for the organization, the franchise is undoubtedly the fastest way to expand.” According to Ren Zhong, general manager of Philharmonic International Early Education China, the current well-known early education brands in China are generally adopted. The chain business model relies entirely on joining or joining, and directly assisting. Take Oriental Baby as an example. As of May this year, there are more than 500 early education centers in more than 200 cities across the country, most of which are mainly affiliated. Only Beijing, Shanghai, Nanjing, Qingdao and other eight cities have direct sales. center.

According to industry analysts, the biggest risk of joining is that the management is uncontrollable. Once there are unexpected events such as capital chain breaks, business running, and store closures, the brand itself will be reached. According to industry insiders, the “running tide” of the early education industry began in the second half of 2012 and continues to this day. The relevant news reports are numerous, and the Beijing Business Daily reporters found that the related road running or closing events have spread to the east. Baby-loving, Philharmonic, Kiss Kangaroo, Creative Arts Baby and other well-known brands.

In addition, the fast-growing market has also stifled the innovation capabilities of the early education industry. "The early education industry has developed in the United Kingdom, the United States and other countries for more than a decade, but there is no historical accumulation in China. Many early education institutions have a relatively good name. For example, the earliest entry into China's Golden Baby market has the highest market share. Now the streets and alleys are called gold or baby." Li Bai said.

Shuffle acceleration

It’s getting harder and harder for organizations

In summing up the competitive environment facing China's education and training industry, New Oriental Chairman Yu Minhong used the words “self-inflicted” and “single-shouldered” to describe: “Education and training industry, everyone sees what to do, suddenly Everyone rushed to the top, everywhere. Too much, it became a fratricidal." Today, this phenomenon also exists in the early education industry.

"The fastest development of the early education industry is in 2008 and before 2009. It can be said that the golden development period was also before 2008. As the Aile International Early Education started from that time, it was the last bus to catch up with the market." The Beijing Business Daily reporter admitted that if Philharmonic enters the Chinese market in the second half of the year, there may be no development opportunities. "It can be said that if you want to create a new brand, the probability of success is minimal, high-end shopping malls, high-quality areas and other resources. It was occupied by a large organization."

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. "With the per capita course price of 15,000 yuan per 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."

The reporter has heard from many early education industry people complaining that because there are too many early education institutions and fierce competition, it is getting harder and harder to make money now. In order to attract more students, some organizations have resorted to various means, such as buying Baidu keywords, distributing flyers on the street, and harassing telemarketing. Even some of the high-end brands have begun to lower their prices. Promotion. On the group buying websites such as Public Comment Network, 糯米网, and Meituan.com, the Beijing Business Daily reporter saw that the Golden Baby brand, which has always been the high-end positioning, has a number of early education courses worth more than 1,000 yuan, only twenty or thirty yuan. Group buy low price and sell. Although the discounted price has dropped to 0.2%, the sales effect is not satisfactory. According to these group buying websites, many courses are purchased in a few or dozens.

Jia Jun believes that the early education industry has developed in China for more than ten years. With the continuous development of the industry, consumers' understanding of the industry is greatly deepened. "It can be said that the early education market is mixed. Some early education institutions have infinitely catered to the needs of parents in order to survive. As a result, many early education contents deviate from the essence of education. In the next 3-5 years, the distance between early education institutions will be widened. Will be reshuffled and integrated."

In the view of Zhang Wenxin, the manager of the golden cradle marketing department, the reshuffle of the early education industry has already begun, and the industry has also changed unconsciously. It can be said that many closures, running, etc. are actually the result of shuffling. "With the acceleration of the reshuffle, there will be some early education institutions that are not suitable for survival and deviate from the law of education development. Only the institutions that truly meet the needs of consumers can survive."

Internal and external difficulties

Early education industry is facing a transition period

Like other education and training industries in China, the rapid development of the early education industry before 2008 benefited from the capital drive. According to the statistics of an educational research institution in China, including the Oriental Baby, Genius Baby, Red, Yellow and Blue, Eaton International More than 100 pre-school institutions have received financing, with a total financing of nearly $2 billion.

Today, the role of capital in the "double-edged sword" of education is emerging. "Because of venture capital, early education institutions can rapidly expand and seize the market; however, investors are paying attention to the return of benefits. Large-scale expansion and homogenization of replication are obviously against the law of education. The early education industry is no longer a blue ocean. However, it became the Red Sea and even the blood sea." Zhang Wenxin analyzed that because of the relevant laws and regulations, it is difficult for educational enterprises to go public. Investors lack an exit mechanism. It is difficult to recover costs only by sharing. "It can be said that the vast majority of investors They have all been put in."

"The facts prove that the early education industry relies only on capital strength and lack of industry accumulation. It is impossible to do so. In the past two years, the entire early education practitioners have begun to reflect on it. Early education must be a slow and stable industry." Zhang Wenxin said that in the shuffle At the same time, 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.

In addition, the transformation of the early education industry is also related to the external environment. With the rise of online education and mobile Internet, online education has been given new business opportunities. This can be seen from the action of the scent-sensitive venture capital institution. According to a survey conducted by the Beijing Business Daily reporter, there have been fewer and fewer public cases in which the offline education institutions have been financing in the past two years. On the contrary, the online field has begun to emerge. According to the online education investment report released by the domestic Internet information service organization IT Orange, the 338 online education startups accounted for about 20% of the financing institutions; in these investment cases, children/early education accounted for 39%. %, far more than the second-ranked, 25% of language institutions.

For this phenomenon, Wenfei Xiang, the founder of IT Orange, said in an interview with Beijing Business Daily that this is in addition to the demographic dividend of the “80s” birth peak, and also caught up with the online education fever and mobile Internet investment. "It can be said that online education will not replace traditional early education, but there will be more opportunities to educate online in the future."

Niu Xianfang, senior investment manager of Beijing Jingxi Venture Capital, believes that in the context of the entire education and training industry, the golden period of offline education has passed, and it is difficult for traditional early education institutions to have large growth. On the contrary, the online field is a piece of content. Great business opportunities, the blue ocean still to be mined. "The online space is very large for people to imagine. Although everyone is exploring, they are not willing to miss this opportunity. Once they have found a reliable business model, online early education will usher in explosive growth."

Lack of supervision

Industry development still needs market purification

It is worth noting that since early education is neither in the scope of compulsory education nor in the scope of vocational education, its supervisory body has been in an awkward position for a long time. In some places, it belongs to the education department, and some places are It is included under the supervision of the health department, while the vast majority is registered under the industrial and commercial department in the name of a consulting service company. Recognizing this problem, the Ministry of Education issued a notice at the beginning of this year and decided to select 14 regions nationwide as a pilot for early education.

According to the original notification requirements, early education for children aged 0-3 should fully integrate public education, health and community resources, and strive to build an early childhood education service system that is based on kindergartens and maternal and child health institutions and is oriented to the community and guide parents. In addition, the notice also requires the pilot area to establish an early education management system in which the government leads, the education department and the health department are responsible for the division of labor, and the relevant departments coordinate and cooperate.

The academic community and the business community have expressed different expectations for the impending icebreaking of the early education industry policy. "According to the "National Medium- and Long-Term Education Reform and Development Plan", education is divided into profit attributes and non-profit attributes. From the nature of early education institutions, they should be classified as profit-making institutions. Therefore, relevant access, supervision, etc. are formulated. In terms of policy, the government's functions should be weakened, and more will be handed over to the market." Xiong Bingqi, vice president of the 21st Century Education Research Institute and a well-known education scholar, told the Beijing Business Daily reporter.

"For example, the government can stipulate which standards need to be met to run schools, so that consumers can have rights in the event of fraud, disputes, etc., but how to charge fees, how to set up courses, and how to provide services should be completely Handed over to the organization, and also handed over to consumers to choose." Xiong Bingqi said.

An early education practitioner said that the relevant policies must fully respect the market when they are introduced. They must not be rude or one-size-fits-all. "The most fear is that one tube will die. The role of the government should also be changed from management to service."

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