In China, K 12 refers to the basic education stage of primary and secondary schools with 6 years of primary school, 3 years of junior high school and 3 years of senior high school, totaling 12 years. From the audience theme, K 12 education mainly faces students and parents. Among them, the parent team of K 12 education has changed from the post-60s to the post-70s. As a basic education, K 12 education is compulsory in China, so the education in the school (system) is undertaken by the government, and the growth of education investment is the key driving force for the growth of the school education market.

Characteristics of k 12 education:

The development of K 12 education industry has four characteristics: large quantity, fierce competition, separation and continuity.

There are a large number of students in ordinary high schools, junior high schools and primary schools, and the quality education resources are limited, which puts great pressure on primary and secondary school students to enter higher schools. The looting of high-quality educational resources leads parents to find suitable off-campus training for their children to enhance their competitiveness, and the development space of K 12 education industry is huge.

The overall market of K 12 is highly dispersed, and it is difficult to standardize and expand due to the differences in curriculum standards, propositions, teaching materials and teachers in different regions. However, the entry threshold is relatively low, and the cash flow under the prepaid mode is good, which makes the training institutions highly decentralized and fiercely competitive.

The outstanding feature of educational consumption lies in the separation of choosers and consumers-parents' choice and children's consumption. This leads to a high degree of information asymmetry in the industry that pays attention to the results. 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.

Age span and content cohesion make long-term sustainability possible, and K 12 institutions have the opportunity to provide long-term services for a single customer, which is conducive to reducing market costs. In addition, the term of primary and secondary schools is relatively fixed and the seasonality is relatively stable.

It is called reading, focusing on the field of children's education 15 years, with cumulative users 1. 1 100 million. It is a well-known online education institution for children in China. At present, there are four courses: reading class, thinking class, theme class and puzzle solving class.