In the new curriculum reform of 200 1, the Ministry of Education stipulates that English courses should be offered in the third grade of primary school, and English education in primary schools has been fully promoted since then. Parents' concept of English education has gradually changed. People began to learn English from the age of 14 and 5 in the 1970s to the age of 3 or 4 now. Kindergarten children have set up English training schools, which has formed a remarkable feature of children's English education market with a large student base and high parents' investment. It is predicted that in the next few years, the annual growth rate of children's English market in China will be 12%, and the annual investment of parents will be as high as1400 million yuan.
However, due to the large student base and short English teaching time in China, the existing basic English teaching force is far from meeting the existing needs, so children's English training institutions have sprung up. At present, according to incomplete statistics, there are 50,000 English training institutions in China. In this fast-growing market, we see the opportunities and potential of children's English education.
Market development trend
Xinhua Xin believes that the future children's English training market mainly has the following three characteristics:
1, brand education develops in an all-round way
In the era of fierce competition in education and training market, brand advantage is the core of competition. Take New Oriental as an example. After listing, New Oriental began to make a strong attack in the fields of preschool education, vocational education, college entrance examination counseling and personalized counseling. And use the brand advantage of New Oriental to expand in various fields. Giant Education Group started the strategic deployment of national development before financing, and acquired some local large-scale training institutions after financing, and soon realized the group operation mode. At the same time, Giant's preschool education and family education have developed rapidly, and now it has formed a comprehensive brand pattern.
2. Chain of professional education institutions.
Under the trend of all-round development of brand institutions, professional institutions pay attention to in-depth development. For example, Ruisi Subject English, which entered China in 2007, aims to provide authentic American seventh-grade complete subject system English education for China children aged 4- 12. At present, teaching centers have been established in more than 80 cities across the country, which has rapidly developed and expanded the market. For such a professional organization, focusing on a certain field is an important strategy for rapid growth. Focus on cultivating majors. Therefore, under the condition of brand organization competition, accelerating the core competitiveness of specialized institutions is a strategy to compete with brand organizations.
At present, bubble children's English such as New Oriental has also joined in the whole country, and giant education group's own brand projects such as giant English and giant preschool education have landed in second-and third-tier cities. Local franchisees are keen to cooperate with brand education institutions to enhance brand image and build local core competitiveness. This brand joining mode is helpful to quickly start the secondary and tertiary markets.
3. Regional non-brand English training institutions are still strong.
Under the influence of the regionality of children's English market and the diversity of demand, regional non-brand English training still has its strong development space, especially in second-and third-tier cities, and its market potential still needs to be further explored.
According to Xinhua Xin's research results on a children's English training market, although most of the respondents prefer comprehensive extracurricular tutoring brand institutions and specialized English brand institutions when choosing extracurricular English tutoring institutions, in second-tier areas such as Shenyang and Chengdu, the proportion of non-brand extracurricular tutoring institutions is relatively high, which still has its unique development potential and advantages compared with the first two types of training institutions.
Three strategies for sharing cakes
In the children's English training market, which is regarded as the last cake in China's education industry, with the entry and expansion of various training institutions, the whole market is filled with smoke. How to calm down from the noise, improve the brand, service and teaching quality in an all-round way, and stand out from many brand organizations? Xinhua News Agency believes that the promotion at the following three levels is crucial.
Differentiated market
The children's training market is difficult to form a monopoly at present because of the scattered industries and diverse educational needs, and it can only occupy a dominant position in some sub-industries, thus creating a good environment for differentiated marketing.
As far as children's English training needs of different ages are concerned, with the growth of age, performance-oriented English training is becoming more and more obvious. At present, major brand training institutions in China basically cover performance-oriented English training, each with its own characteristics; At present, although many institutions are doing well in English application or interest training, they are mainly involved in the high-end market, and few institutions are involved in the vast low-end market. According to a survey data of Xinhua letter, middle-income customers mainly pay for English training, among which the monthly income of families? 400 1 yuan -8000 yuan? The proportion is 25.8%. 800 1- 12000 yuan? The proportion is 26.8%. 12000- 16000 yuan? And then what? 1600 1-20000 yuan? The proportion is 18.0% and 9.0% respectively, while the proportion of household income above 20,000 yuan and below 4,000 yuan is roughly the same, which is 10. 1% and 10.2% respectively.
Facing the low-end children's English industry with huge market potential, high-end children's training and education can't be copied, and equally successful adult English education and training can't be imitated. On this basis, using their own advantages, brand training institutions need to make continuous efforts and innovations to provide differentiated services.
The essence of differentiated service is innovation and speed. Through the continuous introduction of innovative models, we will improve services at the first speed in the industry and realize service differentiation. The differentiation of service is not only the differentiation of form and concept, but also the continuous innovation based on the needs of users. Therefore, service differentiation itself is also the response of enterprises to market cognition and enterprise strategic adjustment.
Focus on marketing
Children's English training has strong regional characteristics, and the number of students is limited by geographical distribution, even refined to all streets. Therefore, the location, management, teaching materials and teaching characteristics of training institutions are all important factors to win the market, all of which are to win the trust of parents and win the trust of parents to win the market. At present, the English training market in primary and secondary schools in China is still underdeveloped, and well-known large-scale children's training institutions are still in the process of regional infiltration. Regional non-brand training institutions still have great market potential.
However, with the fierce competition in children's English market, the effect of media advertising is getting lower and lower, and the enrollment of new schools faces great distrust. Joint activities with schools need good social resources? Faced with these situations, how to gain a foothold in the market? This is a common problem faced by newly established small and medium-sized English training institutions, and focusing on marketing is very important to help them develop.
Focus marketing is to concentrate on quickly entering and occupying specific market segments. From the perspective of marketing planning, focus marketing follows a strategic thinking to deal with external competition, which is based on the analysis and response to the competitive environment. The problems it needs to know mainly include the following aspects: 1, knowing the advantages and disadvantages of competitors; 2. Know your own business; 3. Focus strategy should emphasize the comprehensiveness and comprehensiveness of the strategy. Focus strategy includes strategic focus and tactical focus, but it is often a strategic choice, which requires comprehensive integration of all resources and enterprises.
Children's English training covers a wide range, showing diversified distribution, and each region carries out selective and in-depth development according to its own characteristics. For example, the GT training school in Qiannan area, with? There are no students who can't learn well, only teachers who can't do enough? As for the educational concept, five schools have been established in Sandu County, Libo County, Danzhai County, Majiang County and Kaili City in Qiannan Prefecture, which have achieved good development in Qiannan.
Should regional training institutions make good use of it? Join forces with the enemy? Principle, use the market focus strategy, foster strengths and avoid weaknesses, concentrate limited resources, funds and strength on areas and goals that can form their own advantages, or seek cost leadership or strive for product differentiation advantages. If possible, both should be done. After forming a relative competitive advantage, we should take advantage of the situation and strive to make the focus strategy continuously effective, so that enterprises can form a tripartite confrontation in the target areas.
relationship marketing
The essence of relationship marketing is to establish non-trading relationship on the basis of buying and selling relationship, so as to ensure that trading relationship can be established and continue to occur.
At present, when parents choose children's English training institutions, they pay great attention to the recommendation of relatives and friends and word of mouth on the Internet. Therefore, it is an efficient and successful marketing strategy for children's English training institutions to do a good job of every existing customer and let them eventually become the best salesmen for their services.
The core of relationship marketing is customer loyalty. How can we gain customer loyalty? Finding legal demand, satisfying demand, ensuring customer satisfaction and establishing customer loyalty have become an important part of its relationship marketing.
First, customer satisfaction: whether customer needs are met. How to maintain students' satisfaction and how to improve it? Specific measures: 1. Establish good teacher-student relationship, establish teacher-student friendship, communicate with students as friends, keep abreast of students' situation and be sensitive to students' needs; 2. Track students' learning effect, adjust the teaching direction and methods in time according to the results, encourage students who fail to achieve the expected learning effect, and encourage excellent role models; 3. Record information and store data, and conduct regular return visits and follow-up services. All students' personal information, minor students can also record the information of their parents, (of course, pay attention to privacy issues and moral issues) which are only used for the management and contact of students.
Second, customer loyalty: the essence of market competition is to compete for customer resources, maintain existing customers and reduce customer churn, which is more effective than winning new customers; Maintaining customers requires not only maintaining customer satisfaction, but also analyzing the ultimate reasons of customer satisfaction, so as to take targeted measures to maintain customers.
Xinhua letter's research data shows that word-of-mouth communication is not only the main source of English training information, but also the most reliable source. The introduction of experienced parents/friends/classmates accounts for 70% of the channels for obtaining daily training information, and the most reliable channel accounts for 48.9%. How to maintain a good relationship with parents and students has become a top priority. First of all, keep long-term contact with parents or students and extend greetings (such as holiday greetings and birthday greetings). ), keep close contact with the parents of underage students, and feedback and understand the students' situation in time. Secondly, establish a good information feedback mechanism. Training institutions, students and parents meet and communicate regularly. For example, after each semester, organize a parent-teacher meeting or a teacher-student networking activity to discuss the advantages and disadvantages of the existing training and keep abreast of the new needs of the students. Provide corresponding solutions to the problems, ultimately meet customer needs, improve customer satisfaction, and better safeguard customers.
As mentioned above, the importance of relationship marketing to value creation lies in that it can establish a high degree of satisfaction, thus enabling enterprises to create more customer delivered value. At the same time, through the systematic coordination of the division of labor to create value, that is, the enterprise value chain and the value chain composed of suppliers, distributors and customers, the interests of customers and enterprises can be maximized.
According to the data released by the Ministry of Education, in 20 1 1 year, there were about1520,000 junior high school students and primary school students nationwide, and there were 34,244,500 kindergarten children (an increase of 15% over 201year). According to the education plan of China, it is predicted that they will go to school in the next five to 10 years. It can be seen that the development potential of children's English education market is huge. In this market, there are New Oriental and EF, which rely on their original brands to gradually expand into the field of children's training, and there are also international education giants like Disney. Airborne? Ruisi English is in China. This cake? The competition is getting worse. Children's English training institutions can use differentiated marketing, focused marketing and relationship marketing according to their different development stages to build their own unique core competitiveness and finally achieve long-term development.
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