On the evening of 20021April 14, the official wechat of the central bank released a working document, pointing out the severe population situation facing China and that fertility should be fully liberalized and encouraged. Effectively solving the difficulties of women's pregnancy, childbirth, nursery and enrollment, comprehensively implementing policies and liberalizing the birth policy will drive a new round of rapid growth of China's early education industry in the future. What development trends will China's early education industry show in the future? This paper will analyze the development status, competition pattern and demand trend of the industrial chain from multiple angles.
1, Overview of Industrial Chain of Early Education Industry
Early education can be divided into full-time and part-time according to the service form. Full-time includes three categories: trusteeship (0-3 years old), kindergarten (3-6 years old) and preschool (5-6 years old); Part-time education mainly includes parenting education/activities and preschool courses (mainly for 3-6 years old), among which parenting education/activities also includes three scenes: family education (0-6 years old), parent-child tour (0-6 years old) and early education center (mainly for 0-3 years old).
With the development of the industry, on the basis of the above-mentioned core industries, the early education industry has developed peripheral industries that provide support and services for the core industries. In recent years, various Internet products have also flourished, and the early education industry chain has become increasingly rich and perfect.
2. Upstream of industrial chain
-Digital early education products are highly competitive.
There are many kinds of early education digital products. Take the early education learning machine as an example, the infant early education learning machine. At present, there are many brands that produce internal learning machines for early education, and the industry competition is fierce. The following are some leading brands of early education learning machines:
3, the middle reaches of the industrial chain
-investment and financing in the early education industry are active.
According to the statistics of IT Orange, from 20 13, the investment and financing of domestic early education industry began to break out, the outlet of early education was formally established, and capital poured in. In 2020, the number of investment and financing events in the early education industry will be 40, and the investment and financing scale will reach116.44 million yuan, a substantial increase of 54.82% year-on-year. From the round of investment and financing events in 2020, the number of angel round events is the largest, reaching 10, and the strategic investment amount is the largest, reaching 10063 billion yuan.
According to the statistics of IT Orange, since 20021,there have been 15 investment and financing events in the early education industry, with a total amount of 4.798 billion yuan. The biggest one is the C round of financing, with a scale of 3,565,438 million US dollars. Investors are Zhixin Capital, Tencent Investment and Light Source Capital.
-the scale of early education industry has achieved rapid growth.
Although the birth rate of newborns has dropped sharply in recent years, the overall base of newborn population is relatively large, and with the improvement of people's income level, parents' awareness of early childhood education and educational consumption level have improved, which greatly promoted the development of early education market. Parents' understanding of the necessity and methods of infant education is the core element that constitutes the demand of early education industry. The higher the parents' recognition of the necessity and effect of early education, the higher the just-needed degree of early education industry.
With the continuous improvement of national income, the upgrading of the consumption concept of a new generation of parents, the liberalization of the family planning policy by the state, the continuous introduction of favorable policies for the preschool education industry, and the continuous expansion of the preschool education market, it has created a good start for the preschool education market. At present, China's preschool education industry has entered a stage of steady development.
20 15-2020, the market scale of early education industry in China will increase year by year, with the compound annual growth rate as high as17.19%; In 2020, the market scale of early education industry in China will reach 303.8 billion yuan, an increase of 13.6% compared with 20 19. Affected by the epidemic, the growth rate decreased slightly compared with previous years. The market scale of early education industry has been increasing by more than 10% for many years, and it is estimated that it will exceed 327 billion yuan in 20021year. The potential market is huge and it is expected to continue to develop rapidly in the future.
-The course focuses on knowledge and skills training.
According to the characteristics of children's development, the emphasis of early education is different. Specifically, the early education of children aged 0-3 pays more attention to physical function and perceptual training, such as hearing, touch, vision and coordinated development. Early education for children aged 4-6 pays more attention to comprehensive quality and skills training, such as children's English and art skills.
According to different market demands, early education in China can be roughly divided into four categories: thinking training, language training, interest training and integration. Among them, thinking training, language training and interest training are also collectively referred to as professional courses, mainly for children aged 4-6; Comprehensive early education institutions are characterized by rich software and hardware facilities, diversified course contents, and more emphasis on the cultivation of infants' physical functions, which are suitable for children aged 0-6.
Judging from the development of early education in China and the content of early education in the market, early education in China focuses more on cultivating children's knowledge, skills, art and interests, mainly children aged 3-6. Such as language early education market, dance early education market, music early education market, calligraphy early education market and so on.
In all kinds of early education market segments, language early education is the main one, and because English education has long occupied an important position in China's education system, language early education is mainly English early education.
Note: sample size n =1644; Research time: April, 20021year.
4. Downstream of industrial chain
-The scale of school-age children continues to grow.
Judging from the number of kindergartens in kindergartens, the number of preschool education kindergartens in China has been increasing continuously since 20 14, and the overall growth rate has slowed down from 20 18 to 2020. According to the statistics of the Ministry of Education, by the end of 2020, the number of children in kindergartens nationwide will be 4818300, an increase of14400 over the previous year.
With the new generation of parents' recognition of scientific early education, infants aged 0-6 have early education needs at all ages, accounting for a certain proportion of the consumer groups in the early education market. By April of 20021year, the survey data showed that the proportion of children aged 2-3 reached 27.5%, while the proportion of children aged 2-4 exceeded 50%.
Note: Strawberry pie surveyed the community, with sample size =1644; The research time is April, 20021year.
-The birth rate has dropped and the birth policy has been loosened.
Judging from the birth situation in China in recent years, from 20 10 to 20 14, the number of babies born increased year by year, from 20 14/5.95 million to 2016.87 million, but the growth rate was slow. In 20 15, the national birth population was165.55 million, which was 320,000 less than that in 20 14. With the implementation of the "two-child policy" in 20 16, the number of people born in that year climbed to17.86 million, the highest since 2000, but it dropped sharply year after year.
In 2020, according to the data of the Ministry of Public Security, the number of newborns registered in China was only10035,000, 20 19 years, and the number of newborns registered by the Ministry of Public Security was 80.5% of the population born in that year. According to this ratio, the number of people born in 2020 will be delayed or reduced by more than 2 million compared with 20 19, which is about 65,438.
On the evening of 20021April 14, the official wechat of the central bank released a working document, pointing out the severe population situation facing China and that fertility should be fully liberalized and encouraged. Effectively solve women's difficulties in pregnancy, childbirth, nursery and school.
-There are more and more early education institutions in China.
Judging from the number of kindergartens. From 20 10 to 20 19, the number of kindergartens in China has been increasing, and the growth rate has slowed down in recent years. By the end of 20 19, there were 28 kindergartens in China, an increase of 5.44%.
-Diversification of early education curriculum scenes
In the early education industry, nearly 40% parents choose offline institutions, and 34.7% parents choose online and offline combination. Parents pay attention to their children's experience of early education courses. Compared with online and offline institutions, it has more advantages and can better meet the care needs of parents.
However, affected by the epidemic, online education has been further developed. At the same time, with the development of digital economy, the companionship of online early education courses is prominent, and online early education courses have become the choice of many parents.
Note: sample size n =1644; Research time: April, 20021year.
-There is great potential for development in the field of child care for adolescents.
The data shows that in recent years, the enrollment rate of infants and young children in various care service institutions in China is less than 5%. 202 1 according to the data of the health planning commission, more than 80% of parents have infant care needs. Parents of infants have a strong demand for child care, but at present, the policies and regulations related to infant care services in China are not perfect, and child care institutions lack standardized management. The enthusiasm of social forces to run child care institutions is low, and the contradiction between supply and demand in the market is prominent.
In March of 20021year, the government work report pointed out that in 20021year, the number of infant kindergartens under 3 years old per thousand people increased to 4.5, and there is huge room for development in the field of infant care in China.
Early education and rejuvenation.
Compared with post-80s mothers, post-90s mothers have a more positive attitude towards letting their children go to early education. 0- 1 year-old children, there are 6. 1% more post-90s mothers who are ready to let their children receive early education than post-80s mothers. Young mothers have a stronger awareness of early education and a more positive attitude. Early education and rejuvenation.
5. Competition pattern
—— Brand situation of early education institutions
Domestic early education leaders can be roughly divided into three categories from the development background and mode: the first category is to introduce course content from foreign original versions, localize services and operations to a certain extent, and locate high-end, represented by Gymboree; The second category is based on overseas advanced educational concepts and methods, combined with domestic demand for secondary development, such as sports baby; The third category is based on the domestic mainstream education concept or in order to highlight some characteristics, to carry out localized independent research and development. Among them, the second type of early education mode combining Chinese and western is more popular.
202 1 according to the current distribution data of early education centers, the distribution of early education centers in the first-tier cities in the north, Guangzhou and Shenzhen accounts for 13.88% of the country. Looking at the development status of major early education brands in recent years, evaluating the operation of hundreds of early education brands in first-and second-tier cities such as Beijing, Shanghai, Guangzhou and Nantong on the spot, commenting on the word-of-mouth and word-of-mouth research of websites, and statistical analysis and identification of big data of well-known platforms such as Baidu, 360, Tencent Teaching and Netease Teaching, the ranking of the top ten early education in 20021is as follows:
-Regional competition pattern: international early education brands focus on first-and second-tier cities, and local early education brands are deeply involved in the sinking market.
According to the statistics of official website, there are seven representative early education institutions, namely, first-tier city outlets 48 1, second-tier city outlets 1876, and third-tier and below city outlets 197 1. Among the seven representative early education institutions, the largest number of stores is red, yellow and blue, reaching 1 3,000, followed by mygym, reaching 5 1 home.
International early education brands are mostly distributed in first-and second-tier cities, but in view of the high unit price of Gymboree and Jim, the number of members in a single store is large, and the proportion of stores in first-and second-tier cities is high.
Among the local early education brands, Red, Yellow and Blue ranks first with the offline organization scale of 1.3 million, among which the number of outlets in first-tier cities accounts for 6.8%, and the number of outlets in third-tier cities and below reaches 809. Local early education brands are mostly distributed in third-tier cities, serving consumers in small and medium-sized cities with childcare needs at a lower unit price.
In terms of revenue, the leading enterprises in China's early education industry are Gymboree and Jimmy.
6. Demand trend: AI technology+online+offline integration
With the maturity of artificial intelligence and its continuous penetration in the vertical field, more and more AI technologies have been moved to the iterative development of early education products. The development trend of early education industry is mainly manifested in the following points:
—— The above data and analysis are all from Foresight Industry Research Institute's China Early Education Industry Development Prospect Forecast and Investment Strategic Planning Analysis Report.