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Exploring childcare institutions such as Maokai, Youer Xuetang, Dole Bear, etc. How can the product form and business model be renovated?

发布日期: 2019年08月21日 Source: Early childhood education release date: August 21, 2019 Education and training

At the two sessions this year, the government work report made clear: accelerate the development of various forms of infant and child care services, and support social forces to set up childcare service institutions; at one time, major early childhood education centers have opened childcare classes. However, at this stage, there are mainly the following types of child care services for children aged 0-3:

1. A small number of childcare classes that are collected by early education institutions are expensive.

2. A small number of kindergartens recruit enrollment classes.

3. Family-style individual hosting agencies on the market.

4. In recent years, a new type of diversified commercial institutions, among which child care services are one of the main services of these institutions.

However, from the current market perspective, there are relatively few childcare institutions that specifically target 0-3 years old, and most are mixed service institutions.

These institutions generally provide child care and other business-related comprehensive services, such as Mao Kai, You Er Xue Tang, Dole Bear, etc., based on their own resources. In this diversified business model, the service target can completely cover the upbringing + education needs of infants and young children aged 0-3 years; the direct service target is no longer just children, but includes family members and caregivers, especially Mom, at the same time, the entire service cycle can also be advanced to the newborn stage.

Maokai Infant Academy:

Community / CBD, direct management, 9 direct management + 3 corporate cooperation

Youer School:

Community / CBD, direct management, direct management 10 companies

McMug Education:

Community, direct management + franchise, 6 Macao Paradise 2018

Doraemon:

Community / CBD, direct management, direct management more than 50

Maokai positioned high-end park, opened parent-child workshop, parenting consultation service

Established in March 2017, MoreCare Mao Kai Full-Day Care adopts a full-day care center model to locate high-end parks. It mainly provides 0-8 years old childcare services for children aged 0-3, as well as parent-child workshops , Family education consulting and other comprehensive supporting services.

According to public information, currently, Mao Kai has opened 9 parks in Beijing, Shanghai, Guangzhou, Shenzhen, Jinan, Wuhan and other places without joining, and there are 3 corporate cooperation parks. In terms of site selection, Maokai uses community / CBD. Community stores will be smaller, but rents are also relatively cheap. In terms of unit price, taking Jinan as an example, the standard price is 12,800 yuan / month, and Beijing is 16,800 yuan / month. The transaction price is 14,800 yuan / month, and does not include meals or registration fees. In addition to daycare, MoreCare also has teacher training. And participate in the government inclusive nursery school construction plan; cooperate with large enterprises and large industrial parks to open parks; cooperate with real estate companies to open community parks; recruit urban partners.

Youer Xuetang: offline hosting + online parenting services + corporate hosting

Established in March 2015, Youer Xuetang is a brand of Happy Makers Beijing Co., Ltd., focusing on 0-6 years old childcare and early childhood education. Earlier, the high-end childcare company "YoKID You Er Xue Tang" has obtained financing: 5 million yuan in angel round financing in June 2015; 10 million yuan in Pre-A round financing in July 2016. China Alpha led the cast. In October 2017, he obtained tens of millions of yuan in Series A financing from SoftBank China and Huang Xiaoming's Mingjia Capital, and Mr. Wang Sicong's Pusi Capital co-invested. In May 2018, it received RMB 150 million in A + round investment. The lead investors are Sunac China, SoftBank China and other original shareholders.

According to official data, YoKID has 10 high-end childcare and childcare centers in Beijing and operates in a 100% direct mode. Among them, YoKID's day care in Beijing is mainly based on annual fees, with unit prices ranging from 16,000 yuan to 18,000 yuan / month. Among them, Youer Xuetang's business can be divided into three sections: offline hosted preschool centers, corporate hosted preschool services, online parenting consulting and training services, and offline operating revenue accounts for 88%.


McMug Education: Taking into account both the C- and B-end markets

Established in 2005, Maisao Education provides integrated childcare solutions for 0-3 year old infant families and 0-3 year old childcare institutions. Mak Education takes into account both the C- and B-end markets. Its products and services include Maibao Paradise, a 0-3 year-old child care center, six-to-one home-based childcare services, babysitting training, online home-based education knowledge services, and early education. Early childhood education industry consulting services, etc. It is reported that more than 60% of the income of McMug Education comes from C-end users, but its C-end users are not limited to middle-class families in first-tier and second-tier cities.

In October 2018, Shanghai Maiji Education Technology Co., Ltd. (Maiji for short) completed the acquisition of 100% equity of Little Red Riding Hood with 20% equity, which became an unprecedented initiative on the road to capitalization of preschool education.

It is reported that Little Red Riding Hood Education was established in 1997 and has opened more than 110 directly operated Little Red Riding Hood kindergartens in various parts of the country. After the acquisition of Mai Tong and Little Red Riding Hood Education, the number of directly operated kindergartens and parent-child parks reached 84, and the number of joined kindergartens and parent-child parks reached 650. Earlier, Ms. Education received an angel round of USD 16 million and has not yet raised capital. In 2018, Mak Education stated that it serves 0-3 year-old infant families nationwide, and is expected to establish more than 200 directly-operated parks in the country through self-construction, cooperation and mergers and acquisitions.

Dole Bear: Community Day Care Early Learning

TOLO BEAR was born in 2015, following the Montessori education concept, is a professional national chain infant care education service agency. It has received two financings. In 2016, Tolo Bear won 3 million RMB from Songyuan Capital Angel Investment. In April 2018, it obtained New Oriental's 10 million RMB Pre-A round of strategic financing.

In 2018, Dole Bear has nearly 50 direct-operated centers and brand licensing centers across the country. The same applies to the business cooperation model Dole Bear, which is also an "urban partner". In addition to providing child care for children aged 0-3, Dole Bear also provides early childhood education and a variety of interesting classes for children aged 4-12 in the community in the classroom after leaving the park.

In summary, we can see that for the day-to-day education institutions, most of them exist in the direct or direct + franchise mode, teacher training, and community-based models. In terms of site selection, middle-class and above families are the main target groups of the emerging childcare centers. From the perspective of user proximity, CBD office buildings and high-end real estate surroundings are two common site selection methods.

However, in terms of business expansion, most local childcare centers have adopted a direct operation model. Compared with the franchise model of early education brands, the direct business model is convenient for controlling service quality and operating costs, which is very beneficial for start-up brands. In addition, the direct management model can also accelerate the completion of standardized operation and management processes in childcare centers. Outside the classroom, the childcare center also provides parents with continuous content push, online consultation and other services. At the same time, some childcare centers have dedicated parent-child courses or parent classrooms to teach parenting methods to parents. Because China classifies children aged 0-3 as nursery schools and kindergartens aged 3 to 6 years, compared with kindergartens operating a kindergarten, there are very big differences in customer needs, operating models, and profit models.

From this, we can see that these explorations basically focus on expanding services, increasing income, and improving efficiency. The purpose is to make up for the bottleneck of revenue from the pure childcare model. The disadvantage is that it has not yet formed continuity in time and scenarios. Complementary and systematic three-dimensional business models on services.

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Reviews

Le Mom

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

While asking our parents to return to work, it is homework for various groups in the school. It is a sophomore, Chinese, mathematics, English, music, sports, art, and so many groups. Parents must accompany their children to read and complete the tasks. Then take pictures, videos! Then, parents are back to work. How can these homework be completed? Is it time to return from work? It's really unreasonable. Parents are tired.

Luo Jiahui

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

I think the health of students is very important now, especially under the background of this student, there are already a large number of students with myopia. Why does the school education even force students to watch it so that glasses ca n’t work in a day, I I am a senior in high school. I have to stare at the screen for at least four hours a day. The glasses are really tired, and it takes about seven or eight hours a day to do questions on the screen. The glasses are really too high.

Oops

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

Teachers, parents, and children all torture each other. Actually, the kindergarten also recorded online lessons. I did n’t think it was necessary for my second grade. The teacher could arrange special homework, copy papers, diary and manual. The damage to the eyes is great, and the loss is worth it.

Yunpiao

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

I'm curious. Except for the supplementary classes for the junior high school and high school winter vacation, aren't all the elementary and middle schools yet to start? Generally, it is around February 25 every year. Why are there live lectures everywhere? How are the students' schedules arranged? Looking at parents' phones all day long?

The commoner is far away

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

Suspension and non-stop online teaching is to make head decisions, without considering the actual situation of each teacher or student, can it be equipped? Non-graduate classes may be delayed for the summer vacation and shortened.

Live the Royal Sister Rice

  • (Visitors) 8 days ago

Reply to the subject: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live broadcast can watch video playback

I think this form is very good. In the fifth grade, a class is only about 15 minutes. It is very efficient. Think about how much time you usually waste at school. After listening, the child can rest and do his own work. He finishes his homework at six o'clock, and the evening time is all his own.

Zheng Yu brother

  • (Visitors) 8 days ago

Reply to the topic: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live lessons, see video playback

It looks like a good thing, but it's impractical to think about it a little more, one without teaching materials, two without teaching participants, three without multimedia courseware, and four without classroom feedback and interaction. How to keep the network unblocked? How to ensure everyone's participation? Does the leader feel that the teacher can talk like a speaker for three hours without stopping? Usually carrying the new curriculum standard with students as the main body of the classroom, at this moment, the teacher sang a monologue.

Worchen

  • (Visitors) 8 days ago

Reply to the topic: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live lessons, see video playback

This is indeed a new transformation. The teacher did not expect that one day it would become a webcast anchor. Maybe one day, the teaching methods changed due to the virus epidemic in the new hall increased the popularity of online education. In fact, from one aspect, this is also necessary for the progress of the times. School education can also be diversified and adapted to different courses on different platforms.

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