1. Development background of domestic preschool education industry
Policy background of 1. 1
20 1 September 71The Law on the Promotion of Private Education, which was newly implemented, is clear from the legal level, allowing private education organizers to set up for-profit schools in the fields of higher education, high school education, preschool education and education and training. The emergence of the concept of "for-profit private schools" is regarded as the legal basis for private education to "open the gate" to capital, which will stimulate more social capital to enter.
The Outline of the National Medium-and Long-Term Education Reform and Development Plan (20 10-2020) clearly points out: "By 2020, the national preschool education popularization rate will reach 85%; Pay attention to the education of infants aged 0 to 3. "
"Several Opinions of the State Council on the Current Development of Preschool Education" points out that "preferential policies should be formulated to encourage social forces to run parks and donate money to run parks. Support and subsidize enterprises and institutions to run parks, and strengthen the construction of kindergarten teachers in various ways. Establish a training system for kindergarten directors and teachers to meet the diverse learning and development needs of kindergarten teachers. All localities will carry out a round of professional training for kindergarten directors and teachers within five years. "
The Fifth Plenary Session of the 18th CPC Central Committee pointed out that the implementation of the universal two-child policy.
Analysis on the Present Situation of Preschool Education in China Preschool Education Industry;
200 1 "Guidelines for Kindergarten Education (for Trial Implementation)"?
This paper puts forward that the goal of preschool education is to cultivate "complete children" and attach importance to children's all-round development in body, intelligence, morality and beauty.
The State Council's Decision on Further Strengthening Rural Education in 2003
Develop rural high school education and preschool education. In the next five years, rural areas in economically developed areas should strive to popularize high school education, and rural areas in other areas should accelerate the development of high school education. We should actively carry out various forms of post-junior high school education. The state continues to allocate funds to support a number of ordinary high schools and vocational schools with a good foundation in the central and western regions to improve the conditions for running schools, improve the quality of education and expand high-quality educational resources. Local governments at all levels should attach importance to and support the development of rural preschool education, and make full use of the surplus educational resources after the layout adjustment of rural primary and secondary schools to develop preschool education. Encourage the development of private high school education and preschool education.
2004-2003-2007 Education Revitalization Action Plan
Develop preschool education through multiple channels and forms, gradually establish a community-based preschool education service network, strengthen the construction of preschool teachers and improve the quality of preschool education.
Measures for Safety Management of Kindergartens in Primary and Secondary Schools in 2006
Strengthen the safety management of primary and secondary schools and kindergartens, ensure the personal and property safety of schools, their students and teaching staff, and maintain the normal education and teaching order of primary and secondary schools and kindergartens.
Outline of the 11th Five-Year Plan for National Education Development in 2007
Correct educational ideas, change educational concepts, update educational contents, improve training modes and methods, advocate heuristic teaching, and pay attention to cultivating students' innovative thinking, independent thinking ability and practical ability. With the goal of promoting students' all-round development, reform and improve the examination and evaluation system, and explore the enrollment mechanism of comprehensive evaluation and diversified selection. We will comprehensively promote the curriculum reform of basic education and establish a quality evaluation and guidance system for basic education. Overcome the wrong tendency of one-sided pursuit of enrollment rate, effectively reduce the excessive academic burden of primary and secondary school students, and let students have more time to contact with society, life and practice. Strengthen the scientific research of preschool education.
Notice of the State Council General Office on Further Strengthening the Safety Management of Schools and Surrounding Buildings in 2008
Further strengthen the safety management of schools (including kindergartens) and surrounding buildings.
20 10 the State Council's opinion on the current development of preschool education
Actively develop preschool education, focus on solving the current problem of "difficulty in entering the park", meet the needs of school-age children, and promote the scientific development of preschool education.
20 10 notice of the general office of the State Council on carrying out the pilot reform of the national education system.
Clarify government responsibilities, improve the system and mechanism of preschool education, and build a public service system for preschool education (Dalian in Liaoning Province, Minhang District in Shanghai, some cities and counties in Jiangsu Province, some cities and counties in Zhejiang Province, Hefei in Anhui Province, some autonomous prefectures in Gansu Province, and some cities and counties in Ningxia Hui Autonomous Region). Explore the measures and systems that the government organizes and encourages social forces to run parks, and expand preschool education resources in various forms (Hebei Province, Inner Mongolia Autonomous Region, Zhejiang Province and Yunnan Province). Reform the investment and management system of rural preschool education, explore the development path of preschool education in poverty-stricken areas, and improve the preschool bilingual education model in ethnic areas (Heilongjiang Province, some counties in Guangxi Zhuang Autonomous Region, Bijie Prefecture of Guizhou Province, Shannan Prefecture of Xizang Autonomous Region, Xinjiang Uygur Autonomous Region). Strengthen the training of preschool teachers (Jiangsu Province, Zhejiang Province).
20 10 "Outline of National Medium and Long-term Education Reform and Development Plan (20 10-2020)" By 2020, one-year preschool education will be popularized, two-year preschool education will be basically popularized, and three-year preschool education will be popularized in areas where conditions permit. The plan points out that it is necessary to clarify the responsibilities of the government and incorporate the development of early childhood education into the planning of urban and new socialist countryside construction. Establish a system of government-led, social participation and public-private participation in running the park. Vigorously develop public kindergartens and actively support private kindergartens. Increase government investment, improve the reasonable cost-sharing mechanism, and give subsidies to children with financial difficulties.
In addition, the plan points out that it is necessary to focus on the development of rural preschool education and improve the popularization rate of rural preschool education. Focus on ensuring that left-behind children enter the park. Take various forms to expand rural preschool education resources, rebuild and expand kindergartens, make full use of the layout of primary and secondary schools, and adjust surplus school buildings and teachers to set up kindergartens (classes).
20 1 1 the State Council's opinion on further increasing financial investment in education
Reasonably arrange the use of financial education funds. Education funding arrangements should adhere to the people-oriented, focus on solving the education problems that the people care about, effectively reduce the education burden of the people, let the people enjoy the fruits of increasing financial investment in education and educational reform and development, and protect citizens' right to education according to law. Vigorously support the basic popularization of preschool education, the balanced development of compulsory education, accelerate the popularization of high school education, strengthen the capacity building of vocational education, improve the quality of higher education, and improve the financial aid policy system for students with financial difficulties.
20 12 school bus safety management regulations
The local people's governments at or above the county level shall rationally plan the layout of kindergartens to facilitate children to enter the park nearby. Children entering the park should be taken back by guardians or adults entrusted by them. Due to special circumstances, it is impossible to be transported by guardians or adults entrusted by them, and it is necessary to use vehicles for centralized transportation. Children's school buses designed and manufactured according to the national standards for special school buses shall be used, and the provisions of these regulations on school bus safety management shall be observed.
20 12 "the State Council's opinions on strengthening the construction of teachers"
The construction of kindergarten teachers should focus on completing the equipment, strengthen the training of kindergarten teachers, strictly implement the qualification system of kindergarten teachers, and implement the status and treatment of kindergarten teachers according to law; The construction of primary and secondary school teachers should focus on rural teachers, adopt preferential policies, effectively enhance the professional appeal of rural teachers, and encourage more outstanding talents to teach in rural areas; The construction of teachers in vocational schools should focus on "double-qualified" teachers, improve the training system of "double-qualified" teachers and improve the teaching system of skilled talents in vocational schools; The construction of college teachers should focus on young and middle-aged teachers and innovative teams, optimize the institutional environment for the growth, development and emergence of young and middle-aged teachers, and cultivate interdisciplinary and interdisciplinary innovative teams that combine scientific research and teaching; The construction of teachers in ethnic minority areas should focus on improving political quality and professional ability, strengthen the training of bilingual teachers in primary and secondary schools and kindergartens, and speed up the training of a number of teachers in short supply in border ethnic minority areas; The construction of special education teachers should focus on improving the professional level, improving the training quality of special education teachers and perfecting the management system of special education teachers.
20 13 "Notice of the General Office of the Ministry of Education on Convening a National Video Conference on Safety in Primary and Secondary Schools and Kindergartens"
Inform about recent kindergarten safety accidents in some parts of the country, deploy kindergarten safety work in primary and secondary schools, and earnestly safeguard the safety and stability of the education system.
20 10 to 2020 1. Outline of the National Medium and Long-term Education Reform and Development Plan (20 10-2020).
Halfway through the implementation of the plan, early childhood education has made great progress, and many problems that hinder the development of early childhood education have also been effectively solved. The second instance of the package of amendments to the 20 15 Education Law has been amended by the Education Law, and the provision that "no organization or individual may set up schools or other educational institutions for profit" has been deleted.
2. The Third Trial of Private Education Promotion Law
The third trial of the Law on the Promotion of Private Education is just around the corner, and the amendment is expected to be passed with a high probability, which indicates that China will recognize the legitimacy and profit-making of private education from the legal level, and it also shows that the regulatory authorities support the securitization of educational assets, the autonomy of private kindergartens will be expanded, and the listing of school assets will become convenient and smooth.
Since the reform and opening up, especially since the beginning of the new century, China's preschool education has made great progress and its popularity has gradually increased. But on the whole, preschool education is still a weak link in all levels of education, with a serious shortage of educational resources, unbalanced urban and rural development and imperfect teachers. In some places, the problem of "difficulty in entering the park" is more prominent.
At present, the development status of preschool education industry in China is mainly as follows:
1.2 Social background
Under the influence of many factors, such as the upgrading of education consumption, urbanization, 80/90 parents, 4+2+ 1 family structure, and national policies, the demand for preschool education for 0-6 years old in the whole society is growing rapidly, and the trend of younger education is becoming more and more obvious. Parents' demand for children's education has also changed from general "caring for children" and "playing games and entertainment"
2. China preschool education industry market status.
2. 1 Market demand and scale
In 20 13 years, the number of infants aged 0-6 in China is about1400,000, and the number of infants aged 0-3 reaches 70 million. In 20 13 years, the birth rate in China remained at 12%, and the urban newborn population accounted for about 36%. With the further liberalization of the national "two-child policy", the birth rate will reach the highest in 20 17. In the next few years, the consumption demand of early education for children aged 0-3 will be more flexible, while it will be rigid for children aged 3-6 to enter kindergarten. According to the relevant forecast report of China Investment Consulting, the average annual expenditure on children's education of urban households in China accounts for 35. 1% of the total household expenditure and 30. 1% of the total household income. Every family in China spends more than 12000 yuan/year on infants, and the market size is about 1000000 yuan. Moreover, this value is still rising rapidly, which has formed a huge education market. Therefore, the preschool education industry in China has considerable consumption demand and development prospects.
2.2 Market Supply Status
2.2. 1 kindergarten
According to the Statistical Bulletin of National Education Development in 20 14, by the end of 20 14, there were 209,900 kindergartens in China, of which 33.64% were public kindergartens and 66.36% were private kindergartens. From the overall situation of the country, it is not realistic for local governments to expand public kindergartens on a large scale in the short term due to many objective factors such as funds, teachers and management experience, and the overall gap is still very serious. Therefore, private kindergartens are needed as an important supplement to alleviate the contradiction between supply and demand in the whole preschool education market. Although the number of private kindergartens has increased rapidly, there is still a big gap between private kindergartens and public kindergartens in terms of hardware conditions, environment creation, teaching quality and teacher training. Especially in underdeveloped areas, there are only a handful of high-end kindergartens with characteristics and quality, and the overall effective supply of the market is insufficient, which has great development potential. With the continuous investment of the state in public kindergartens, the future kindergarten market will inevitably present a dual structure, and public kindergartens will provide more inclusive education to solve the problem of "difficulty in entering the kindergarten" in society; Private kindergartens should have their own educational characteristics and take the market-oriented route to meet the middle and high-end needs of special people; Compared with the real estate market in China, the low-rent housing and public rental housing in China need to solve the problem of "everyone has a room to live in", and the commercial housing market should completely take the market-oriented route to provide quality services for middle and high-end people with special needs.
2.2.2 Early Education Company
After more than ten years of introduction in China, the early education industry has entered a stage of rapid growth in large and medium-sized cities such as Beijing, Shanghai, Shenzhen and Guangzhou, and has begun to spread to second-and third-tier cities. Judging from the operation of the whole industry, it has the following characteristics: First, the industry is developing rapidly, with high brand awareness and dependence. With the improvement of people's overall cultural quality and the spread of foreign educational theories in China, more and more people begin to receive early education, and the number of early education institutions is increasing. According to incomplete statistics, in 20 14, there were 3-6-year-old preschool education companies17,900, of which the registered capital was10,000,000, including/kloc-0,300 companies, with a total output value of 6.265 billion in 20 14. The total annual output value is 9.845 billion, and in 2065438+2006, there were 1.8 1.6 million preschool education enterprises, with a total output value of 1.772 1 billion. The overall characteristics are small in scale, showing a trend of rapid income growth. In addition, parents tend to choose preschool education companies with good reputation and high teaching quality, which have high recognition and dependence on the brand. Second, market supervision is weak and the threshold is low. In China, the education of infants aged 0-3 has not been included in the education system. Early education institutions are generally registered in the industrial and commercial departments in the name of educational consulting or cultural companies, and do not need to go to the education department for filing. The industrial and commercial departments only supervise their business activities. Third, the quality of employees is low and professionals are scarce. The early education industry is very professional. At present, most of the teachers engaged in early education are from the early education industry after short-term training. There is a big talent gap, the general quality of existing employees is not high, and the turnover rate is high, which makes it difficult to meet the requirements of early education and market demand.
2.2.3 Pre-school teacher training
There are many preschool education institutions in China, but the quality of teaching management is uneven. Especially in the economically underdeveloped third-and fourth-tier cities, whether public parks or private parks, preschool teachers generally have low educational level and backward teaching concepts. With the increasing market competition, parents pay more and more attention to the teaching quality and management level of preschool education. Preschool teacher training institutions relying on various educational institutions came into being. On the whole, the institutions in this industry are mainly concentrated in areas where educational resources are concentrated, such as first-tier cities, with small business differences, teachers' resources being utilized and market share being scattered. The competition between different institutions is mainly price war.
2.2.4 sales of r&d and supporting products
With the development and maturity of the industry and the continuous updating of parents' educational concepts, the core competitiveness of various institutions will inevitably return to the essence of education in the future, and supporting educational products will become particularly important. On the one hand, due to many characteristics of pre-school education stage (such as poor evaluation of educational effect, separation of customers and buyers, blindness of parents, and basic inability to distinguish), the focus of competition among institutions has always been marketing, site selection, decoration, and environment creation. For educational products and services, most of them are borrowed, with obvious patchwork traces, and few institutions have made large-scale investment in teaching research and development and product innovation. On the other hand, due to the family model of "4+2+ 1" and the update of parents' educational concept, preschool books and toys have broken through the positioning as "entertainment tools" and become "tools" and "companions" for early education and improving children's ability. In short, the research and development level of pre-school education supporting products is insufficient, but the demand is strong and the market prospect is broad.
2.3 Industrial chain layout
The cake of preschool education in China has attracted more and more attention from institutions and individuals. At present, there are many market segments of preschool education industry, but it can be discussed from three dimensions: family education, kindergarten education and B2B model.
The main modes of family education include family books and toys, mother-infant media, e-commerce platform, online interactive entertainment, online assessment and courses. The market competitiveness of family books and toys, online evaluation and courses focuses on product development and sales. The core elements of maternal and child media are content, technological innovation and online promotion. The core elements of online interactive entertainment are mainly game development technology, online promotion and APP. The core elements of e-commerce platform are popularity, complete product range and security of payment system. The education in the park mainly includes the mode of month center, community child care service, parent-child park, kindergarten, weekend training and experiential education. The core competitiveness of Confucius Center is mainly reflected in service quality, environment and price. The location, curriculum and scale of community child care services are more important. The competitiveness of parent-child park lies in brand, curriculum and location, the competitiveness of kindergarten lies in brand, curriculum and teachers, the competitiveness of weekend training lies in brand, curriculum and price, and the core of experiential education lies in brand, service innovation and price. B2B mode mainly includes multimedia interactive teaching platform and sales of teaching materials and equipment. The key of this model lies in product development and sales.
3. The future development trend of preschool education industry
Looking forward to the next decade, the preschool education industry in China is strongly supported by five factors: population base, urbanization, consumption upgrading, family structure and educational tradition. The market in China is deep enough, and the contradiction between strong demand and limited supply of quality education resources will make the scarce quality education resources have a high premium in the future. At present, the vertical integration of preschool education industry, the emergence of 0-6-year-old education service groups has gradually become a trend. Its theoretical research, curriculum, products and channel promotion have formed a complete industrial chain, and its advantages such as scale effect, scope economy and brand effect are constantly highlighted. In the future, the competition of preschool education institutions is more inclined to combine their own resources and capabilities, and get through the competition of key links in the value chain of preschool education industry with the cooperation of capital. In this context, platform companies will obviously be more dynamic. It remains to be seen who can grasp the next golden decade of preschool education development in China.