The so-called K 12 education refers to the education system from the first grade of primary school to the third grade of high school, that is, the basic education in three stages: primary school, junior high school and senior high school. The age range of users is generally 7-18 years old. At present, the population of K 12 education in China is as high as1800,000, and it is expected to reach 21200,000 in 2020, which lays the foundation for the development of K 12.
Characteristics of k 12 education:
1, large amount
Statistics from the Ministry of Education show that by the end of 20 12, there were 33 1 10000 students in ordinary high schools. 63.33 million ordinary junior high school students; Ordinary primary schools1.1.400 million students. In other words, the number of potential students in the K 12 market exceeds 2 1 10,000.
2. Separability
Compared with other consumption, the outstanding feature of educational consumption is that the selector and the consumer are separated-parents choose and children consume. This has led to a result-oriented industry with highly asymmetric information. Parents blindly pay attention to the improvement of grades to decide their consumption choices, but ignore the process accumulation and the influence of family education and educated objects on the results.
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