I. Market size
20 12 March, 2009-2065 438+02 China Education and Training Market Survey and Development Prospect Analysis Report shows that the scale of China's training industry is increasing by 30% every year. By the end of 2009, there were about 10000 training institutions in China, including 2000 in Beijing and 65438+ in Shanghai. The potential market for education and training in China is 300 billion yuan, which is developing rapidly. Not long ago, the "public evaluation survey" published on the Internet showed that nearly 40% of the families who signed up for extra-curricular tutoring spent more than 1000 yuan per month, 26% in 500 yuan, 1000 yuan, and only 13% spent less than 200 yuan. The market for children's training is very large.
Second, the target market
7 to 13, people whose family income is more than 3,000 yuan are the main market of the training course. The survey results show that the proportion of children of different ages attending training courses is different. Children under the age of 3 are too young to attend training courses. Children aged 4-6 are in kindergarten. However, the proportion of children aged 7~ 13 attending training courses has increased significantly. They are the age to cultivate their own specialties or interests, and at the same time, they have a certain degree of independence and more free time, so nearly two-thirds of primary school students attend the training class. 14~ 16-year-old children's participation in the training class decreased due to the increase of study pressure and the decrease of free time, but half of them still participated. In addition to age, family income is also the main factor affecting whether to participate in training courses. The data shows that with the growth of family income, the proportion of children attending training classes has increased significantly. Families with incomes below 3,000 in Beijing belong to low-income groups, and nearly 30% of their children attend the training. When the family income reaches 3,000 ~ 5,000, the proportion quickly rises to 60%, which means that the proportion of participants in training courses has doubled. When the family income exceeds 5,000, the proportion of children attending training classes is stable at more than 70%.
Third, the types of training needs
English training is the boss, and the gender difference in interest classes is obvious. In the training class, English training is the common demand of all children, and other training classes are basically interest classes. English training classes are the most attended by children, and 2/3 of them will choose to participate. With the growth of children's age, the proportion of choices gradually increases. 40% of children aged 4-6 will choose to take English training, 50% will take 7- 10, and more than 70% will take 1 13 and 14- 16. Most other training courses are interest-oriented and the participation rate is small; Most of them are art and music, and only about 1/4 children choose to participate. The participation rate of girls in art, music and dance classes is significantly higher than that of boys, and about13 girls choose to participate in these three interest classes; The proportion of boys choosing dance classes is particularly low, only 2%. The proportion of boys participating in physical education training courses is stable, about13%; 13% girls have swimming lessons, 9% have taekwondo lessons, and almost no girls have table tennis lessons.
Fourth, demand and decision-making mode.
The roles of parents and children are divided. Different types of training courses reflect different demand patterns, in which parents and children play different roles. Parents give their children training classes, which reflects utilitarianism to some extent. The proportion of children participating in English, mathematics, Chinese and other training courses that can bring "future value-added" effects is higher than that of children who like this kind of training. There is no obvious "future" interest in swimming, roller skating and horse riding, and parents' support is limited. Other hobbies, such as art, music and dance, are basically the same. Generally speaking, children still like training courses, with 70% saying they like them and 8.8% not. The types of training courses that children like, but are not full of this demand for various reasons, mainly include swimming, roller skating, table tennis and horse riding. In the decision-making process, whether or not to attend a training class and what training class to attend are basically the children and parents' decisions; 24% is entirely up to parents, 1 1.6% is entirely up to children. Among them, 37.5% parents put forward their needs for the purpose of cultivating their children, and then asked their children to attend training courses; 36.6% of the children put forward their needs out of interest, and then discussed with their parents to ask for training courses; 1/4 is needed by both parents and children.