At the end of the 20th century, the opening of the first early education institution in China was the beginning of the Chinese early education market. At the beginning of the 21st century, with China's accession to the WTO, foreign early education institutions also took advantage of the opportunity to enter China, and the Chinese early education market began to be in line with international standards. In 2008, the early education brand “GYMBABY Sports Babyâ€, which was the first to create the “Chinese-Western†education concept, was officially established, indicating that China’s early education has entered a new stage.
According to a survey conducted by Guoyuan Securities in 2016, the total market for early childhood education is about 370 billion. The opening of the "second child policy" is expected to add 19.2 million new births in the next three years. The early education industry will usher in a 20% annual market growth period, plus derivatives, which will become a trillion-dollar market within ten years.
More than 90% of households in Japan are using early age education, more than 80% in Korea and more than 67% in Taiwan. Baidu statistics show that the number of kindergartens in kindergarten reached 47.25 million in 2017, but for the early education that is just needed, there are now less than 3.5 million active members each year, and 22% are concentrated in first-tier cities. As the overall consumption power of the nation increases, the demand for early education will become more and more prosperous. It can be seen that early education is a strong incremental market in the next 10 years.
Figure 1: The proportion of the number of national early education and kindergartens (children aged 0-6) (data reference "National Medium- and Long-Term Education Reform and Development Plan (2010-2020)")
After nearly 20 years of reform and development, China's early education industry has shown that domestic brands and international brands go hand in hand, and large chain brand institutions and small and micro regional brands coexist in a dual pattern. However, with the rapid development of the market, the generations of the 80s and 90s began to be parents, and the choice of the concept of early education began to change dramatically.
A new generation of young parents who have the vision to think that China’s indigenous indoctrinating early education is too conservative, and that the children are not willing to accept the same parenting style of the same year; and completely copying the unprocessed Western-style early education is too open and free, so that the children are in the current test. The education system has been frustrated repeatedly, and the "foreign education" that is used immediately is also abandoned by the parents of Gaozhi.
When doing industrial research, a franchisee of a sports baby second-tier city said: "Our brand I know is still operating well. There are a lot of single centers with annual revenues of over 10 million. We did a while when we opened the pre-sale. Activities, there are hundreds of parents to pre-order, there are too many families to sign up, in order to better service, I applied to the headquarters for the second store." Such early education industry franchisees, feel the supply is in short supply, just early education this A sporadic increase in the huge incremental market.
The early education market, which has long been in the "Chongyang Meiwai", has begun to change, and the "sports babe", which combines Western advanced concepts with the Chinese local teaching style, has begun to lead the market.
Taking advantage of the trend: co-planting China with the Olympics
In the hot Beijing of 2008, the Olympics just ended. Chairman Rogge said in the closing ceremony: "China is rapidly integrating with the world." That year, the 29th Olympic Games in the world was held in Beijing, and the Shenzhou VII manned spacecraft was also launched successfully; that year is the year in which the world will surely leave China's special mark, and China embraces the world in high-intensity interaction. A year of further integration.
With the dream of changing the status quo of backward education in China, and the beginning of "building a better future for children, building a happy platform." In 2005, the sports baby founding team organized early childhood education experts and psychologists. After three years of research and development, which is in line with international advanced education concepts and suitable for Chinese children and parents, the first Chinese and Western education concept was launched in 2008. Early education brand: "GYMBABY sports baby."
Figure 2: GYMBABY Sports Baby Early Learning Center
At the beginning of the establishment, the sports baby appeared to be very independent in the industry.
At that time, the early education chain brand taught only three courses of sports, music and art in order to be easy to copy, and most of the foreign content was used immediately. On the basis of the international early education system, Sports Baby focused on potential development, adding life practice and sudden 17 courses, such as energy and language, have become the most extensive courses in the industry.
But taking the road that others dare not take means more risk. At that time, there were few angel investors. The sports baby founding team put their own savings into it, insisted on iteratively updating the content with the development of society, and only the professional content research and development personnel occupied a whole floor. The content is so heavy, and the sales staff at headquarters is only four in 2017.
“In the first seven years, we averaged about 20 new growth rates per year. The headquarters cost is supported by the profit of the direct store. I am often afraid that the central business will not wake up in the middle of the night. The development speed of the previous years and the early education brand of the same period are also There is a big gap." The sports baby founder spoke of all the feelings here.
It can be reflected in the sports baby, but with the internal sturdiness, the brand is becoming more and more powerful. In 2016 alone, 100 new centers will be opened nationwide, and 92% will recover the cost within half a year after opening. The monthly performance exceeded one million, creating a miracle in the industry. As of press time, Sports Baby has a strategic layout of 26 provinces and cities nationwide and has more than 300 early education centers across the country.
The most trusted children's education brand: "Intensive farming" 12 years only early education
According to the theory of Chen Bao, the president of Sports Baby, early education has three characteristics----one belongs to the education industry, the other is the service industry, and the third is also a commercial activity.
These special attributes make it impossible for early education brands to gain recognition only by virtue of capital. A real estate giant also wanted to enter the early education industry and dig people by double paying wages, but eventually lost after two years of operation. Nowadays, the development of the early education brand has accumulated many years of industry, with its own complex curriculum development system, teacher training system, quality control system......
At present, the early education industry mainly adopts two central development modes: first, the brand direct operation; second, franchise, the headquarters uniformly outputs the brand support system, and the franchise center has the management right.
The top ten early education, without exception, used the expansion of the main and direct sales, but many brands did a good job directly, but the franchise stores were very bleak.
Because this is inseparable from the perfect post-operational service system, only the standardized output capability of providing long-term operation guidance, training and service to the franchise center can truly unify the brand.
Sports Baby adopts the national franchise method. Among the tens of thousands of investors who consult the sports baby center every year, after selecting through layers, the 1% outstanding investment managers are selected to obtain the qualification of sports baby.
From the moment of joining the sports baby, the sports baby headquarters will be equipped with professional staff to conduct site selection guidance, through the "five-in-one" operation service system and eight support systems of "hardware, environmental innovation, brand, teaching and management". The operation establishes a good foundation and guarantee.
In the National Conference of All-China Businessmen, Chen Hao said: "The early education industry needs to be intensively cultivated and needs the spirit of dripping stones. Sports baby is based on professional early education. In the past 12 years, it has only insisted on doing early education. In the future, it will only be based on early education. The core development, I hope that on a certain day, just like the E-commerce, I think of Alibaba, let the sports baby be equivalent to professional early education."
Rapid iteration behind growth: quality is king casting high-end
"The layman seems to be not very high at the threshold of the early education center, but the establishment of the early education system is not a day's work. It requires a lot of resources for research and development, quality control at every stage, and the cost of post-service operation is also very high. Ten years ago, an early education center could extend the brand by 500,000. It is too difficult to make a parent-recognized early education brand of 50 million. Therefore, the current offline early education center is operated by several big brands. Or the form of joining exists, the current parents need high-end professional children's education services, the industry unicorn will also appear in the next five years." Mr. Feng, an investor who has been deeply involved in the education industry for more than 20 years, commented.
Speaking of high-end quality, sports baby as a leading brand of early education, can be seen from the talent selection and training.
Sports Baby and Tsinghua University, Central Conservatory of Music, Beijing Normal University, The Chinese University of Hong Kong, the Hong Kong Polytechnic University, the University of Cambridge, the University of Towson, and other dozens of top universities in the world to carry out professional counterparts, the company's IT department will also The online and offline, input and output and training systems are fully open, assisting the merchants in the second interview from the headquarters, to the online theoretical assessment of each post, and then to the advanced practice of teachers, multi-dimensionally enhance the optimization and upgrading of the staff echelon.
The company allows practitioners to appreciate the international education concept and give environmentally healthy things to their babies; have the most extensive curriculum system in the national early education brand, and have large-scale and detailed alliance training services to produce high-quality IP products; Store decoration, from design to material selection, from a sticker to hundreds of thousands of teaching aids, with GYM elements as an educational entry point, conforming to the trend of the world's physical fitness and sports; the concept of Chinese and Western, let parents and children come to the center I don’t want to leave, do public welfare support for families who don’t have the opportunity to teach early...
These silky buckles make sports baby a high-end early education leader and make it the most trusted children's education brand in China.
China's "ingenuity": to create a super IP so that the world's babies love to see China
Early education is difficult to be replaced by online, but online can influence the choice of the audience, so in addition to service quality and internal management, there is also the iterative speed of each content, brand IP communication and “golden master†recognition. degree.
All of this is the long term of the sports baby who is eager to practice. Emphasis on productism, attention to the quality of original products, with the release of this year's sports baby original products, opened the prelude to the early education super IP outbreak.
In view of the lack of excellent original picture book content in the domestic children's market, the blurring of the reading age of the picture book, and the lack of deep interaction between parents and children, Sports Baby has analyzed and summarized the data of nearly one million years of offline education and the data of nearly one million babies. Sports baby teaching and research group elite writing, combined with the world's top design colleges Parsons, Tsinghua University, Beijing Film Academy, Tianjin Academy of Fine Arts and other college graduated and experienced creative team, strong alliance, produced a sports baby mascot "rabbit shell “Be the main characterâ€, the first multi-intelligent interactive experience picture book in China aims to enhance parent-child interaction, discover the potential of the baby, and achieve true educational and entertaining.
Figure 3: China's first multi-intelligent interactive experience picture book
The team also created "The 1000 Why Early Learning", which is to guide and help the young 80s and 90s parents to raise their children.
These series were signed and underwritten by the top domestic publishing houses in the creation, and are expected to be sold in the second half of 2017.
Figure 4: Sports Baby Mascot "Rabbit Babe" Native IP
Such an excellent creative team ambition is certainly not only this. In the future, they hope to use the sports baby's IP to develop animated movies, produce more derivative products, and create "early education Disney" with professional content, so that the global baby will fall in love with China. .
At the helm: the blueprint of the early education queen
Sports Baby CEO Chen Yu---Remaining in the United States, the first phase of the Tsinghua School of Economics and Management, the youngest female member of the EMBA history of Peking University Guanghua School of Management.
Chen Yuzhi is a sports baby, such as Liu Qingzhi.
Figure 5: GYMBABY Sports Baby CEO Chen Hao
In October 2014, Chen Hao became the sports baby at the helm, and comprehensively managed the overall operation of the sports baby. She brought the international leading business philosophy, brand strategy and new thinking, to create a luxury attitude, build an early education brand, and build a new system of China's early education group service. This year is also destined to become a watershed for the development of sports baby. More and more people are proud to be sports babe.
In addition to successfully operating the sports baby early education brand, Chen Hao also created the road of sports baby group development.
First, the self-developed early education ERP+CRM+ marketing system will provide data management output for the entire early education industry;
Secondly, the “Early Education Vocational College†for the whole industry has been developed by many years of training system. In addition to meeting the needs of its own brand, it can also transport professionals for the entire early education industry.
Thirdly, the “Children Star†brand built around the early childhood education upgrade investment has opened 14 centers in March this year, and continued to provide blood for the early education brand.
Fourth, online to establish a “baby world†for parents to help young parents solve practical problems in parenting.
This series of actions has enabled Sports Baby to complete its transformation from a single brand to a group-oriented enterprise with early education as its core.
As Essexit said: "Three-tier enterprises fight prices, second-rate enterprises engage in services, and first-class enterprises set industry standards." Under the leadership of the early childhood queen Chen Hao, Sports Baby has become a new wind vane of the early education industry. With years of practical experience, it provides all-round output of talents, content, software and hardware for the early education industry, and establishes the industry standard for the entire early education.
Sitting in the trillion market, creating an early education era
At the age of six, most of the children's brains are almost mature, and the brain, character, and mind of the future will be used for no more rapid development.
——Anod Gaisel, American Child Psychologist
As an education "entry" level industry, in the face of the trillion-dollar market, sports baby is not only sought after by the market, but also began to be concerned by the capital market.
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