It is understood that for Shanghai families who participate in early education, the course fee is not a small expense. The average annual expenditure of each family is about 17832 yuan, accounting for about 1 1.9% of parents' annual income. However, judging from the effect of the course, 39.8% of parents said it was "not obvious" and 24.9% said it was "unclear". Most of these two types of parents spend more than 1.5 million yuan on early education every year.

For the reason of "early education fever", 5 1. 1% of the parents surveyed think that early education is to develop intelligence, and 40.4% of the parents think that "they don't want their children to lose at the starting line". In addition, 26.8% of the parents surveyed believe that the reason for enrolling in classes is the need to choose a school for further study.

This paper also makes a word cloud analysis of the collected advertising slogans commonly used by early education institutions, and finds that the words "elite", "leader", "genius" and "winning at the starting point" are commonly used high-frequency words in early education institutions, which reflect a strong utilitarian color.