This paper uses the basic methods of market analysis to analyze the industry background (PEST analysis, five-force model analysis, etc.). ), market position (market position and market scale) and micro-individual (using SWOT and user research methods, etc. ) the early education industry. Through the five-force model, we can understand the upstream and downstream relationship of our industry and the purchasing power of potential competitors and users; Through PEST model, the present situation, future development trend and risk points of this industry are defined. By analyzing the current market situation, the market capacity of the selected segmentation direction is clear; Through the above analysis, the competitive strategy conclusion of this market is finally made clear.
Early education: in a broad sense, it refers to education from birth to preschool, and in a narrow sense, it mainly refers to early learning in the above stages. In some countries, early learning of reading, writing and calculation has been explored and experimented in early childhood education and early formal education. But others think that early education should focus on developing intelligence. Others believe that early education should be extended to prenatal education before the mother is born. Family education has a great influence on early education. Among them, the theory of "three-dimensional balanced development of physical quality, intelligence and psychological ability" is the most scientific. Based on 50 thousand children's growth benchmark data, nine children's growth goals are extracted: security, willpower, sense of purpose, attention, memory, thinking ability, balance, strength and speed.
2.2. 1 pest analysis
2.2. 1. 1 Analysis of industry development environment: politics
The government's continuous attention to the Internet and education has brought long-term benefits to early education.
Internet+Education: July 20 15, the State Council released "the State Council's Guiding Opinions on Internet+Education Actively Promoting" internet plus "Action", which specifically mentioned "exploring new ways of educational services" and exploring new modes of online teaching.
Education informatization: From 2065438 to June 2006, the Ministry of Education issued the 13th Five-Year Plan for education informatization, combining with the wide application of new technologies such as big data and mobile computing.
Fully open the "two-child policy": after the implementation of the "two-child policy" on 20 1 1 and the "two-child policy alone" on 20 16 1, the "two-child policy" will be fully opened on 201.It is expected that in the future,
The state has paid more and more attention to preschool education, and has incorporated the development of young children into policies such as the Promotion Law and the Plan Outline of Healthy China 2030.
2.2. 1.2 industry development environment analysis: economy
Parents of the new generation after 80s and 90s are the backbone of scientific parenting. With the improvement of economic conditions, their demand for parenting experience is more refined and professional, and they have a higher willingness to spend on children's early education. Consumers are less sensitive to price and more willing to pay for knowledge.
As a sunrise industry with great potential, the early education market has been highly concerned by the capital market in recent years, and the financing amount of the early education industry has nearly tripled in 20 15 years. The investment of new capital will have a positive impact on the standardization, specialization, systematization and scientific development of early education.
2.2. 1.3 industry development environment analysis: society
The social competition is fierce, and the new middle class is in an anxious state, especially in the education of children, and they are unwilling to lose their children at the starting line.
Parents of the new generation after 80s and 90s have a higher acceptance of online education, especially in China, where the educational resources are not balanced. Less developed areas can get the same level of education as developed areas through online education.
Evolution of educational form: Education has experienced the evolution from offline to online and from face to distance. Looking at the historical evolution of educational forms, online education and distance education have become quite mature development directions, and people are pursuing lightweight and fragmented education at any time and place. However, the emergence of new forms of education has not replaced the previous forms of education. Various forms of education coexist in the current educational system, and * * * has become a diversified and multi-level educational ecology.
2.2. 1.4 industry development environment analysis: technology
Technological progress has laid a good foundation for development and provided new opportunities for development. The impact of technology on the development of early childhood education is as follows:
1, reducing costs
Terminal cost. Technological progress has continuously reduced the manufacturing cost of mobile smart devices, making mobile smart devices increasingly civilian.
Product cost. The rise and landing of cloud services have greatly reduced the development and operation costs of early education apps. By renting the basic network facilities of IaaS and accessing PaaS services such as voice recognition and image recognition, early education APP developers can complete the development process more quickly and economically.
2. Quality improvement
Network foundation. High-speed mobile data networks such as 4G/LTE are becoming more and more popular, which increases the mobile usage and gradually gets rid of the dependence of mobile devices on Wi-Fi.
Hardware upgrade. The hardware of mobile intelligent devices, including memory, processor, camera and other components, is constantly updated, which enables devices to run more complex applications.
3. Service innovation
A. With the popularity of live interactive technology, more and more early education apps began to test the live broadcast of water education, and PC-side live educational products also began to be tried on the mobile side.
Artificial intelligence. Thanks to the maturity of computer vision and speech recognition technology, new functions such as photo search and speech evaluation emerge one after another.
Big data. Through the combination of data and machine learning, the concepts of "personalized education" and "adaptive learning" have also appeared in the field of early childhood education, striving to provide users with more customized services.
To sum up, the technology is becoming more and more mature, which is enough to support users' demand for early education in the era of mobile Internet. Moreover, with the development of technology, products will continue to innovate and more surprising products will appear.
Expand the personalized needs of family parenting and promote the differentiation of parenting service types. Under the guidance of the concept of personalized and meticulous parenting, the needs of maternal and child families in the process of parenting are constantly expanding, and the communication with traditional maternal and child families, maternal and child knowledge learning, parenting records and sharing are further differentiated, combined with food, clothing, housing and transportation. Correspondingly, on the supply side, the parenting APP has also subdivided the relevant service categories provided, and successively realized emerging vertical parenting services including parenting knowledge columns, child safety monitoring, interactive early education, and customized recipes. On the whole, parenting APP has been widely deployed in many parenting links of different age groups, and will continue to export diversified personalized parenting services to users in the future.
Five-force model belongs to the microscopic analysis of external environment analysis method, which mainly analyzes five main sources of competition, namely, the bargaining power of suppliers, the bargaining power of buyers, the entry ability of potential competitors, the substitution ability of substitutes and the current competitiveness of competitors in the industry. Let's use the five-force model to analyze this early education product Z.
Early education product Z(A company's product): the user group is mainly parents, which mainly promotes children's psychological construction (thinking, personality, habits, emotional intelligence and children's sense of security, willpower, concentration and anti-frustration ability, etc.). ), and provide parents with relatively professional guidance and case analysis. The core functions include how to grasp the sensitive period of children and how to deal with the emotional and psychological problems encountered in their growth.
1, supplier
Include software providers and content providers.
Software providers can outsource or develop their own software. If they develop their own products, the cost of research and development is determined by the products themselves, and there is no bargaining power. If it is developed by outsourcing companies, there are many outsourcing companies, and they have certain bargaining power on the basis of ensuring quality.
Content providers: including the investment in various content production on the platform and the direct purchase of copyright or revenue sharing involved in cooperation with third parties. At present, the content on the market is very rich, and the content with certain professional content and influence can attract users, but the purchase price is higher. If the content is self-produced, the cost can be controlled during the production process, and there is no bargaining power.
2. Buyers: families with young children, including parents and grandparents.
There are many early education products on the market, some of which are free. It is unlikely that the product will be charged if its popularity is not high in the early stage and the number of users is small. Only when the product has a certain number of users and popularity can the price acceptable to users be set according to the competitive products in the market.
Take the escort dragon in the industry as an example. Escort Dragon completed Angel Round, Round A and Round B financing in October 201kloc-0/65438+10, October 20 14 65438+ 10, and May 2065438, respectively. Prior to this, peers tried profit models such as IP derivatives, IP licensing and functional membership. After that, peers will vertically classify the content, enrich the promotion methods and expand the influence of IP.
3. Potential competitors: individuals and companies committed to developing early education products.
4. Substitutes: various early education products.
5. Industry competitors: Internet industry, education industry and education industry startups.
At present, the homogenization of early education products is very serious, and almost every product has children's songs, stories, English, games and so on. , but also includes various comprehensive types of early education platforms. It is relatively easy to add the function of product Z on the original platform, and it is necessary to strictly control the quality and professionalism of product content.
With the popularity of live interactive technology, more and more early education apps began to test live education. In addition, thanks to the maturity of computer vision and speech recognition technology, new functions such as photo search and speech evaluation emerge one after another. Through the combination of data and machine learning, the concepts of "personalized education" and "adaptive learning" have also appeared in the field of early childhood education, striving to provide users with more customized services. Technology is becoming more and more mature, which is enough to support users' demand for early education in the era of mobile Internet. In the future, there may be robot parenting, baby crying monitoring and recognition, and baby voice recognition and correction.
The market stage is divided into introduction period, development period, maturity period and decline period. From the previous macro-analysis, it can be seen that the early education products on the market are blooming everywhere, but the products specializing in early psychological construction of infants and young children have not yet appeared. Most of the products are based on intellectual training, and there is no monopoly company. This market space is still relatively large.
With the continuous expansion of maternal and child families, the requirements of users are becoming more and more detailed, and there is an urgent need for a product to solve the core pain points of users to quickly occupy the market, so the whole market is still in the introduction period.
The scale of maternal and child families has continued to expand, and the degree of family members' participation in parenting has increased significantly.
With the improvement of conditions and the upgrading of concepts, parenting has become a "family event" in which all mothers and babies participate. Besides mothers, more family members play an increasingly important role. Since the "second child policy" was gradually liberalized, the number of maternal and child families and the total population have increased steadily. It is estimated that by the end of 2020, the number of maternal and child families in China will reach 286 million, which is about 1 1.3% higher than 20 12. At the same time, the concept of personalized training has gradually become the core foundation in the process of child-rearing, which has promoted the continuous expansion of the needs of maternal and child families for child-rearing. On the whole, with the continuous optimization of family decision-making structure, the personalized parenting industry has developed rapidly and the parenting market has great potential. The population size prediction of maternal and child families in China is shown in Figure 4- 1.
4. 1. 1 user group
1. With the innovation of family and work concept, working mothers with multiple roles have become the mainstream.
For the traditional "main force of child-rearing"-mothers, the degree of other family members' participation in the child-rearing process is increasing, and their pace of seeking a balance between family and career is also accelerating. According to the survey data, in 20 18 years, working mothers accounted for 77% of family parenting users. Compared with all family parenting users, working mothers are more concentrated in lawyers, doctors, teachers, freelancers and ordinary employees in enterprises, as shown in Figure 4- 1.
23% of housewives' life concept gradually changed from "sacrificing for family and children" to "taking family and parenting as their career", and found a sense of value in family management.
2. As the main force of parenting, Bao Da pays more attention to forward-looking education planning, as shown in Figure 4-2.
3. Grandparents have made outstanding contributions in taking care of children's lives, and scientific and rational Separate child care has become a trend, as shown in Figure 4-3.
4. 1.2 usage scenarios
Leisure in the evening is the main use scene, and the use time tends to be more than 10 minutes. Users let the activity of parenting app show a small peak at 8:00- 10:00 and 12:00- 14:00, and a big peak at 20:00-22:00. The number of users using the parenting app reached 29.8%, 3 1.0% and 5 1.5% respectively. The transportation on the way to work, the desk in the afternoon and the leisure home at night are the main scenes for users to open childcare products, as shown in Figure 4-4.
4. 1.3 User attribute
User attributes of using early education products are as follows:
Female users are the main users, and the group aged 25-35 has become the main force of parenting.
Undergraduate and above education groups account for more than half, and nearly 80% of users have a monthly income of over 10,000.
Non-mother users account for 47%, and family members of children aged 0-3 constitute the core user group.
Mainstream user groups can be divided into four types: record type, knowledge type, shopping type and social type.
4. 1.4 user research conclusion
From 2065438 to March 2008, the monthly activity of parenting apps reached 50,000, with an annual increase of nearly 15%. Expand the personalized needs of family parenting, promote the differentiation of parenting services, and upgrade the maternal and child categories.
7% of users use the parenting APP several times a day, and the single use time is concentrated in 5-30 minutes. Nearly 70% of users have the potential willingness to pay for the parenting column, and improving the efficiency of problem solving is the core motivation.
It has become common sense for family members to participate in consumption decision-making, and mom and dad are dominant.
SWOT analysis: S (advantage) is advantage, W (disadvantage) is disadvantage, O (opportunity) is opportunity and T (threat) is threat.
The SWOT analysis of company A's early education product Z is shown in Figure 4-5.
Based on the above analysis, it is concluded that we should adopt WO strategy in early development, make full use of external opportunities and overcome our own weaknesses. For the external environment, the market capacity and space are relatively large, and investment is also relatively active. You can take the initiative to pull investment, put advertisements on influential platforms, and quickly open up popularity. For the internal environment, we should strengthen the quality of our own products, strive to build product brands and open up markets.
Based on the above analysis of industry background, market status and micro-individuals, the early education market still belongs to a blue ocean, and some sub-sectors are still not involved or have insufficient investment. We can expand and deepen from this aspect, and we need to work hard in the following aspects:
1. With users' demand for quality and willingness to pay, it is necessary to greatly improve the efficiency of content production, focusing on serving content producers and providing better functional support for improving their production efficiency.
2. With the segmentation of user needs and personalized training needs, it is necessary to explore the functions of early education products, do a good job of user research, and solve the core pain points of users in the segmentation field.
3. With the vigorous development of various emerging technologies, make full use of existing and developing advanced technologies such as big data, artificial intelligence, speech recognition and portrait recognition to help products.
4, according to the capital preference, the current market stage, early layout, is conducive to obtaining investment to quickly improve product visibility and seize the market in advance.
According to the analysis of the competitive situation, we should pay attention to avoiding all kinds of potential risks.
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