This is a "new" battlefield for the early childhood education industry, and this is the future growth point.
Early childhood education industry rekindled
In April of this year, Golden Baby Technology, which was co-founded by Golden Baby and former fluent chief product officer Weng Xiangjian, was officially launched. The "Golden Baby Enlightenment" APP was used as a platform for online early childhood education products, focusing on family-side child education. Golden Baby Technology just launched the online classical music enlightenment course, which broke through 10 million yuan in sales on the first day.
Early education giant Mei Jim also revealed to the media in June this year that the company is preparing online early education products and is expected to be launched on a trial basis in the second half of the year.
Sports Baby officially launched early online home education products in the form of "online APP + play box" in July this year, and will bring its nearly 500 franchisees as the first launch channel to the market.
Ctrip co-founder Liang Jianzhang and Yao Na, the founder of Big Fish Self-help Tour, founded Moore's mother and focused on the community sharing parenting platform. The focus is on sharing the difficulties of family education in early childhood through mutual help and assistance from community families.
It can be seen that major players in the field of early childhood education have entered the game one after another, and the killings on the battlefield have already begun.
"New" battlefield is not new
The starting point of this battle for early childhood education is precisely the start-up online early childhood education institution, "Little Step Parents."
Xiaobu parent-child was established in 2017, and its brand positioning is "online parent-child early education". The entry point is the early childhood education in the family scene. The combination of early education and online technology has allowed this startup company, which has been established for only 3 years, to reach 6 million users.
Early childhood education is positioned as an early childhood education provided in a family setting. This is not a completely new educational concept. In the early stages of the Chinese market, various home early education products were mostly picture books, story machines and other play aids. However, after the purchase of such early education products, more children are allowed to play by themselves. For such parents, the biggest benefit is to liberate parents. Limited by the form (picture book, story machine, etc.), the early family early education products on the market are not supported by a systematic "core" of education, and they lack theoretical research and operational guidance at the educational level. This is why the domestic early childhood education products in our country have been in the primary stage for a long time.
Therefore, in the early stage of the market, the Japanese early education brand Qiaohu went one step ahead and quickly seized the family early education market after entering China in 2006. Based on the professional and systematic early education theory research, it exports to Chinese families in the form of animated teaching discs + playing aid boxes. In the more than 10 years that Qiaohu entered China, the number of users in China has increased from 50,000 to more than 1 million today. The overseas business (mainly in the Chinese market) has received more than 10 billion yen today, accounting for the headquarters. 12% of the total.
It can be seen that Chinese parents have demand and ability to pay for high-quality early childhood education products, and the market for early childhood education is huge.
It is worth mentioning that in the wave of O2O models sweeping across major industries in 2015, many people have tried to use the O2O model to disrupt the early education industry. Among them, early cherry education, small dolphins, including the red and yellow blue Ding Dong Early education and other brands use the O2O model to provide online early education and offline home early education services. But in less than a year, the O2O model has been proven to fail in the field of early education.
The main reason for this is that the home-based early childhood education in the O2O mode has changed the teaching and trading scenarios and the way of linking resources. However, the home-based early childhood education in this mode is mostly one-to-one teaching. The time cost of the teacher, High transportation costs result in less effective teachers. And the early education content has not been adjusted to match the one-to-one teaching in the family scene. Therefore, home-based early education under the O2O model is difficult to make a profit.
In this wave of O2O model failure, the home-based early childhood education model was quickly falsified. At the same time, another company entered the early education market in an online mode, which is a small step parent-child.
Under the influence of "small steps", the family early education market runs fast
After Xiaobu's parent-child was launched in 2017, the number of users reached nearly one million in just six months. In 2018, the number of users reached 3 million. In 2019, the number of users is close to 6 million. It received millions of dollars in angel round financing in 2017, led by Sands Ventures, followed by Bertelsmann Asia Investment Fund (BAI); in 2018, it received millions of dollars in Pre-A round financing, Bertelsmann Asia Investment Fund (BAI) led the investment, and Jinshajiang Venture Capital, Zhenge Fund, and GGV Jiyuan Capital followed suit.
Small steps can quickly acquire users and occupy the market. This is inseparable from the development of Internet technology and the popularity of online models in education.
The development of the Internet in China for more than 20 years and its comprehensive application in the field of life have profoundly changed people's living consumption habits and consumption scenarios. Especially the popularity of smart phones has made more people used to online life: online shopping, online learning, online social networking, etc.
From 2015 to the present, with the upgrade of Internet infrastructure (broadband speedup, smartphone popularization, etc.) and the development of people's online lifestyle. Online education products have experienced a shift from PC to mobile, and product users have also expanded from adults to children. The product form has undergone changes from O2O, APP to applets and other forms. Coupled with the continuous bombardment of various forms of marketing methods such as online fights and low-cost lessons, online children's programming, online children's English, online music, online arts and other educational categories are abundant, and users' online education awareness and habits Already cultivated, various online education models have also been verified on other tracks.
Based on the market situation of early childhood education, Xiaobu's parents and children took the slogan “online early childhood education” directly to the market, which is different from a number of educational brands and seized the early childhood education market at home. Its slogn uses "at home parent-child early education" to give its own clear brand positioning from the teaching scene and teaching form.
In terms of teaching content, small steps are also different from other children's enlightenment education products. They are mostly extended from a certain discipline or category, but based on professional early childhood education theories, to create a more comprehensive and diversified child care content system. . Its product form is mainly based on online teaching videos + playing aid boxes. Through live-action demonstration videos combined with playing aids developed based on teaching content, parents are taught how to raise children scientifically at home. Small step parent-child courses cost around 1600 yuan / year.
Compared to offline early education training, which often costs tens of thousands of tuition fees, geographical restrictions, as well as round-trip transfer time, labor consumption, etc., online home early education can more easily and cheaply impress users.
However, early childhood education and offline early education training are not mutually exclusive. The main features of early childhood education are lightweight content and easy-to-use operations for parents. The offline early education training has a heavier teaching and research component and emphasizes the professionalism of teachers.
Affected by the rapid development of small steps, the practitioners saw opportunities in the future. In addition to the pure online mode, the current entrants are still trying to explore whether multiple modes such as online and offline integration and shared parenting platforms can work in the family early education market. The entry of many practitioners and investors is accelerating the development of the industry.
New entry for old players
Since the beginning of the Chinese early education training market around 2000, with the development of the past 20 years, the Chinese early education training market has moved from an early stage to a mature market-oriented operation stage.
Since Jinbao was introduced into the Chinese market in 2003, it has undergone a long period of market cultivation and a slow market expansion period. From 2003 to 2009, Jinbaobao's scale development in China reached only 200, and it has become the leading brand in the market at that time. In the later period, another American early childhood education brand, Meijim, featuring sports early childhood education, strongly entered the Chinese market, which further activated the early childhood education market in China. Subsequently, Meijim and Jinbao, which are high-end early childhood education brands, have entered a period of rapid development. Become an early education giant brand in the Chinese market.
At present, the total size of Golden Baby reaches more than 500 stores, and the total size of Meijim has exceeded 400 stores. Judging from the official website data and urban layout of the two major brands, Jinbao and Meijim have basically covered the first and second tier cities. In addition, other early education brands such as Little Sports Hall, Yuebao Garden, Sports Baby, etc., including Chinese localized early education brands Red, Yellow and Blue Parent-Child Garden, Building Blocks, and New Baby, etc., basically divided up the early education market in other cities . According to incomplete statistics, the total number of early education brand stores on the market has reached 5500+.
Number of early education brand stores (data compiled from the official website of each early education institution)
Today, the expansion of offline early education brands has begun to slow down, and the market has also ushered in a wave of closures. According to the incomplete statistics of Ruiyi, only from the beginning of the year so far, 8 early education brands have been exposed. Rising rental costs and labor costs have lengthened the time to return, coupled with poor management and other reasons, the difficulty of maintaining a broken capital chain has become the main reason for early education institutions to fail.
Under the situation that the market structure of the online early education training is stabilizing, the ceiling of the market growth space is clearly visible, and it is inevitable that offline early education training companies should find new business growth points.
And the success of Qiaohu in China, including the quick running of the small-step parent-child model later, is enough to make offline early education institutions "heartbeat" to seize new territories and markets.
The offline early education institutions have a very natural advantage when they enter the home early education market. On the one hand, they have existing students and brand foundations. On the other hand, they have been deeply involved in the field of early education for many years. And have a certain financial strength. Therefore, offline early childhood education enterprises should take advantage of offline training and cut into the field of early childhood education.
On the other hand, the early education awareness of Chinese parents has also changed greatly. The parents of the younger generation attach great importance to their children's early education and are more willing to try.
The combination of market demand and self-development needs is why the major early education giants have chosen to launch various early childhood education products at the same time to seize the educational realm in the family scene of low age groups.
Among the early education brands, the most prominent is the old-fashioned early education brand Golden Baby, which was announced in April this year. It joined hands with the former Chief Product Officer to launch the online enlightenment education brand "Golden Baby Technology". It uses APP as a platform to collect various early education enlightenment products. At present, it mainly launches English enlightenment education courses such as English nursery rhymes, classical music, stories and games. It is different from the comprehensive early education cultivation of small steps and children. The subject classification is more obvious.
And another early education giant Meijim also revealed that the company is preparing online early education products, which is expected to be officially launched in the second half of the year. Meijim's home early education products are more supplemented by online early education and offline market extension.
At the same time, another localized early childhood education institution, Sports Baby, is more cautious about launching home early childhood education products. After three years of preparation, the product will enter the home early childhood education market in the form of b and rely on offline alliances as the first marketing channel. The charging model mainly relies on the packaging and sale of teaching aid boxes, and video courses are attached to the teaching aid boxes.
Of course, not only the head brands of offline early education are aimed at the early childhood education of the family, but players in other fields are also entering. For example, the mother-to-child platform pro-baby has been launched to the market in April this year. It is a smart hardware interactive educational product "Qinbao Xiaopan" designed for 0-3 years old children; Bevar children songs launched a children's song story machine for 0-3 years old children; The bus introduced early-school cartoons such as text adventures and children's English.
There are also some other brands that cut into home early education with a certain teaching category, and most often use products such as children's English, story reading, etc. to make products online in the form of listening, reading and training.
With the strong participation of major players such as US Jim and Golden Baby, the family early education track battle is already over. I believe there will be more players in the future and more different types of products will be used to enter the field of early childhood education. Who can win? Who will be out?