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
Community / CBD, direct management, direct management 10 companies
Community, direct management + franchise, 6 Macao Paradise 2018
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.