This report focuses on the research scope: the education form of providing after-school quality education training for children aged 3-15 (i.e. kindergarten, primary school and junior high school).

Scope of study

This report focuses on the research scope: the education form of providing after-school quality education training for children aged 3-15 (i.e. kindergarten, primary school and junior high school). The goal of China's quality education is to achieve the improvement of students' core quality through scientific and systematic education, so as to achieve the all-round development of morality, intelligence, physique, beauty and labor; In China's quality education and training industry, diversified training services have been formed for the improvement of students' quality in different sub dimensions, including enlightenment education and STEAM. Sports, outdoor camps, arts and other emerging quality improvement categories. These sub tracks are not completely independent or even cross related to each other. The common feature is that they all serve the comprehensive development of Chinese students in terms of morality, intelligence, physical fitness, beauty and labor.

Development background

Policy supervision and compliance.In August 2018, the General Office of the State Council issued the Opinions on Regulating the Development of Off campus Training Institutions, which clarifies the basic requirements for off campus training institutions to follow in terms of places and teacher conditions. In July 2019, the Ministry of Education and other six ministries and commissions jointly issued the Implementation Opinions on Regulating Off campus Online Training, which once again clarified the rectification standards of education and training institutions in terms of teacher review and business norms. In order to implement the relevant policies of the Ministry of Education, many places in the country have successively issued the guidance on "Strengthening after-school services for primary and secondary students", requiring schools to extend after-school service hours, open educational resources, provide students with clubs and interest groups and other extracurricular activities. On July 24, 2021, with the official promulgation of the Opinions of the State Council on Further Reducing the Student's Work Burden and the Off campus Training Burden in the Compulsory Education Stage (the "double reduction" policy), the central government has made the approval mechanism, subject nature and listing of off campus training institutionsfinancingThe training duration and other aspects have been strictly limited, and the off campus training institutions are once again facing a heavy blow. However, in general, the strict control of the central policy is a double-edged sword with both advantages and disadvantages for the quality education industry. On the one hand, the tightening of policy and environmental supervision has led to greater pressure on the cash flow of institutions, and increased compliance costs and operating costs. On the other hand, the stricter policies promote the healthy and orderly development of the industry, and the school admission service is expected to become a new opportunity in the future.

The education concept is upgraded.As a new generation of parents, the post-80s and post-90s generation in contemporary China have more advanced and forward-looking educational concepts, invested more money in their children's education, and are full of expectations for the improvement of their children's core quality. From the perspective of educational philosophy, they hope that their children will become all-round players with sound personality, rational thinking ability, self-management ability and problem-solving ability. According to the survey results of children's education in urban families in China in 2020, parents at different academic stages of their children have invested in quality education courses to varying degrees, and parents have shifted from paying too much attention to children's intelligence/skills to improving their personalized and personalized quality.

Empowerment of science and technology.Nowadays, the society is focusing on the reconstruction of computer networks. The boundary between virtual and real, atom and bit is increasingly blurred, which is reflected in the education industry. The OMO mode of online and offline integration will become an industry necessity. At present, all walks of life are beginning to be empowered or subverted by digitalization and intelligence, and the education industry is no exception in the digital vortex. The more efficient product presentation and delivery mode and the more efficient and scientific operation and management mode, which are digitally and intelligently enabled, are exerting an impact on the traditional business model of educational enterprises. The impact of the COVID-19 has further accelerated the digital transformation and OMO exploration of enterprises in the quality education industry.

The competition pattern is reshaped.After discipline training, quality education market is favored. Supplier dimension, eachinternetGiants, discipline training institutions and entrepreneurs are constantly pouring in, and the businesses of various institutions are also infiltrating each other, intensifying competition; In addition, technology continues to permeate in the field of quality education, and the online quality education and OMO wave are open. After online education, the wider coverage will also bring about the improvement of industry concentration. IResearch judges that the quality education industry has entered the window period of industry pattern reshaping, the original extremely decentralized competition pattern has been broken, and more segmented track leaders will appear.

Development status

Quality education has been advocated for many years, and the market scale is growing continuously, according toIResearch ConsultingAccording to statistics, from 2015 to 2019, the market size of quality education increased from 264.2 billion yuan to 528.6 billion yuan, with a CAGR of 19%. The COVID-19 has had a certain impact on quality education in the short term, but the demand continues to exist and under the background of strict discipline education and encouraging quality education, the demand and supply of quality education are expected to usher in new growth. In terms of training objectives, along with economic and social development, in addition to explicit skills, parents will also pay more attention to the cultivation of hidden qualities and future oriented abilities, and focus on shaping the underlying character of children, so that quality education ushers in a new stage of development.

At the same time, there are many development pain points in the quality education industry.First, from the user levelUnder the "baton" of the college entrance examination, the pressure on students to enter higher education is increasing with the growth of age, leading to parents' demand for quality education, which is relatively small. In addition, although there are many categories of quality education, the relevance between each category is relatively weak, so the life cycle of a single user is generally short, and it is difficult to expand and renew courses.Secondly, from the product levelOn the one hand, quality education lacks a standardized teaching system, and the product content is less replicable; On the other hand, unlike the previous subject guidance, the training effect can be intuitively felt through students' examination results. The teaching effect of quality education is often difficult to quantify and the effect is relatively slow.Finally, from the service levelAs the teaching process of music, art, dance and other tracks for skill training focuses on teacher guidance and interactive experience, they are highly dependent on offline teaching, so the online development of teaching scenes is limited.

Future trends

Under the background of "double reduction", how should K12 discipline training institutions transform? Which quality education categories are more suitable for subject training institutions? With the support of science and technology, what changes will quality education institutions that achieve digital transformation face? What digital solutions can be practically implemented? What indicators should quality education institutions pay attention to in the process of transformation and upgrading?

In the future, the after-school education and training industry is facing profound changes. We have provided a series of plans for institutional transformation. For details, please refer to the full report.

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