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预测2018年幼教行业规模将达到5209亿元 幼教之路的瓶颈何解
时间:2018-07-18 13:05:00 浏览:100次

预测2018年幼教行业规模将达到5209亿元 幼教之路的瓶颈何解

YTPP.COM.CN 编辑:婧宸  2017年06月02日 17:09  来源:亿欧网
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根据测算,到2018年整个幼教行业市场规模将达到5209亿元。幼教市场早已得到资本市场与整个行业的认可,源源不断的有各行大佬涌入幼教行业进行分羹。然而幼教行业也有不可避免的发展瓶颈,面对这些,我们又应如何应对呢? 幼教行业近年大火,各行大佬纷纷涉足。据估计2018年,整个幼教行业规模有望达到5209亿元。面对巨大市场,各企业纷纷布局,各显神通。但是,个性化、品牌认知度高的内容仍是稀缺资源,众多内容生产提供商面临着同质化严重等尴尬的问题。究竟幼教行业如何发展才能突破瓶颈局限? 预测2018年幼教行业规模将达到5209亿元 幼教之路的瓶颈何解 2033个故事,15亿次累计播放量 上线3年以来,由原央视主持人王凯创办的儿童内容品牌“凯叔讲故事”走过了上述发展路径。前不久,“凯叔讲故事”宣布完成了9000万元B轮融资,领投方为新东方。 根据国元证券团队测算,到2018年,整个幼教行业市场规模将达到5209亿元。千亿级幼教市场早已得到资本市场与整个行业的认可,威创股份、秀强股份、长方集团等上市公司纷纷跨界收购线下连锁幼儿园,幼教市场红利与发展前景可见一斑。 在资本争相涌入抢购线下幼教实体资产的同时,幼教内容领域发展则更具特色,跨界上市公司或相互抱团,各取所长;而新东方、好未来等易胜博网址上市公司选择直接投资幼教创业公司来拓展版图;嘉达早教、芝兰玉树等新三板早幼教公司或由硬件转向内容、或独立开发运营IP。 新东方易胜博网址集团创始人俞敏洪表示,“我对优质内容长久性的财务回报从来没有过怀疑的。也就是说如果是优质的内容就可以不断地循环。” 但是,什么才是优质的幼教内容?当前幼教内容面临哪些问题与瓶颈?幼教内容变现又要分几步? 抢滩幼教内容,上市公司各有章法 蓝鲸易胜博网址筛选八家具有代表性的A股、美股及新三板公司,探究他们如何布局幼教内容领域。 预测2018年幼教行业规模将达到5209亿元 幼教之路的瓶颈何解 抢滩幼教内容,上市公司各有章法 1、布局内容与收购线下幼儿园并行 目前A股市场中,威创股份对于线下幼儿园的布局已经十分深入,先后收购红缨易胜博网址、金色摇篮连锁幼儿园,并且2016年,威创股份易胜博网址业务贡献营收3.95亿元,占总营收37.58%。 在幼教内容领域,2015年威创与皇氏集团签署了协议,在早教领域进行资源整合和项目合作;2016,又与南京康轩文教图书有限公司共同出资人民币500万元设立“南京威康文教有限责任公司”。据了解,南京康轩在内地已有十余年的幼儿易胜博网址、幼儿培训发展研究经验。 无独有偶,另一家跨界易胜博网址上市公司秀强股份并购线下连锁幼儿园之后,选择增资花火,设计符合儿童市场、针对幼教新的独立IP并推出动画。此外,秀强股份在2016年收购江苏童梦,后者还与徐幼高校签署了战略合作协议,双方共建科研团队,合作编纂专业教材达20余本。 2、围绕内容端布局幼教 与前述提到的威创股份、秀强股份不同的是,成立于2001年、以乳业起家的皇氏集团,走了一条“内容为王”的道路。自2014年开始,皇氏集团借助上市公司作为资本平台,加快对文化产业的并购重组,先后于2014、2015年收购御嘉影视和盛世骄阳,两笔并购金额共计14.61亿元,旗下全资子公司盛世骄阳专门从事幼教、动漫及影视新媒体节目的整合与运营。 皇氏集团布局内容领域选择与其他上市公司“抱团取暖”,各取所需。2015年,皇氏集团曾与威创股份签署早幼教内容相关合作协议,随后,旗下全资子公司盛世骄阳的子公司北京伴你成长文化传媒有限公司获得威创股份7000万元人民币增资。蓝鲸易胜博网址了解到,伴你成长拥有全国动漫数字电视频道“新动漫”的经营权,家庭用户数达到1.5亿。此外,伴你成长还拥有200多个节目系列、2万分钟的幼教和幼儿动漫内容。据了解,伴你成长将为威创提供定制化节目。更为重要的是,伴你成长以及皇氏集团的早幼教内容可以通过威创股份旗下幼儿园落地,并得以推广。 2016年,盛世骄阳与新东方达成合作,将在电视媒体渠道内开设早教数字课堂,共同打造联合运营的早教品牌。合作双方各发挥所长,新东方在线提供优质内容,盛世骄阳基于部分IP进行相关课程的开发。 同样专注于幼教内容领域的还有新三板公司芝兰玉树。芝兰玉树以内容IP“贝瓦”为基础,布局“IP+平台+衍生品”的内容生态。与皇氏集团类似的是,芝兰玉树也在2016年与新东方迅程签订合作协议》,进军幼儿英语领域。 3、易胜博网址巨头们选择直接投资 作为行业内无可争议的易胜博网址巨头,新东方与好未来选择直接投资早幼教内容创业公司,且投资行为多发生早期。 以好未来为例,早在2014年投资了为3-12岁儿童提供动手科学产品的鲨鱼公园。此后在小伴龙、宝宝巴士的成长轨迹中均能看到好未来的身影。2015年,好未来先后投资小伴龙及宝宝巴士。小伴龙是面向0-8岁的儿童设计伙伴式早教产品,孩子们可以与APP里的角色“小伴龙”一起学习、完成探险任务等,知识内容涵盖唐诗、百科等多个领域。而宝宝巴士也是一家研发适合学龄前儿童易胜博网址产品的公司。 与发力幼教较早的好未来相比,新东方在幼教内容领域布局有内生和外延两部分。2012年,酷学多纳在新东方内部立项,成为新东方旗下儿童启蒙易胜博网址品牌。除与皇氏集团、芝兰玉树等公司合作外,前不久,新东方领投了“凯叔讲故事”。 4、出版类上市公司具备天然优势 时代出版曾在2015年半年报中表示,其全资子公司时代漫游围绕幼儿易胜博网址这一主线,积累原创资源,产品线初具规模。随后,时代出版将安徽少年儿童出版社和安徽时代漫游文化传媒股份有限公司合并,组建时代少儿文化发展有限公司,面向2-7岁儿童,开发少年儿童这个年龄成长所需要的各种解决方案。 另一家A股出版上市公司长江传媒则控股新三板幼教公司爱立方。爱立方于2016年4月挂牌新三板,主营业务为为提供学前易胜博网址全程服务,具体包括幼儿课程、幼儿玩教具、幼教云平台及连锁幼儿园四大业务板块。 此外,蓝鲸易胜博网址注意到,在新三板有多家从事幼教内容的公司。仙剑文化以传统图书出版切入幼教内容领域,主要从事0-6岁幼儿图书和婴幼儿早教用品的研发和销售,并于2015年研发AR早教系列产品。三木科技主打为3-7岁儿童提供音视频读物等;奇智奇才推出内容涵盖语言、社会、健康、科学、美术等领域的易胜博网址视频。 个性化、品牌认知度高的内容仍是稀缺资源 有观点认为,在易胜博网址领域,品牌认知度极为重要。在很多家长和学生看来,线下补习英语、数学以及选择出国留学中介机构等都有较为固定的选择,原因在于易胜博网址领域的试错成本极高,因此家长和学生更愿意原则口口相传的易胜博网址品牌和机构。 而在幼教内容领域,虽然众多上市公司已经切入,但目前尚未跑出独树一帜的选手,众多内容生产提供商面临着同质化严重等尴尬的局面。现在幼教内容发展的瓶颈在于,很多机构不能在现有基础上产出高质量内容。而优质内容的缺失一定程度上导致了早幼教产品同质化现象,李梦娜表示,以早幼教APP和绘本为例,虽然打着各种理念的产品种类繁多,但是真正本质上的内容迭代未必有那么快。 由于受众年龄段、认知方式等因素,在幼教内容领域,以动漫或动画形式呈现内容被广泛使用。通过生动可爱的卡通形象寓教于乐,早已成为幼教内容发展的趋势。蓝鲸易胜博网址了解到,幼教内容领域目前较具有代表性的品牌是巧虎。“巧虎”是由日本最大的易胜博网址集团倍乐生株式会社和中国福利会联合出版的针对学前儿童的系列家庭学习产品品牌,包含儿童读本、父母用书、DVD影像教材和教具等。“巧虎”以IP为蓝本,衍生出周边产品,并通过线上线下结合以及多种营销方式变现。 Babycan创始人李白曾表示:“在巧虎之后,很多‘类巧虎’的产品都在各自的渠道进行了很多尝试。但不论是品牌影响力还是市场占有率,都不能与巧虎相比。” 怎样越过变现这道“山丘” 一位幼教行业业内人士告诉蓝鲸易胜博网址,目前早幼教类产品比较成熟的变现方式是“IP+内容+产品”,目前小伴龙、贝瓦等产品走得基本都是这个路线。 在分享投资分析师李梦娜看来,早幼教领域均出现过爆款的内容产品,但是很多都因盈利问题无疾而终,以线上APP产品为例,涵盖了了艺术、语言、认知、益智多个领域。这些线上工具基本走的是APP-少儿IP-实体产品的路线,但在早期阶段除了软件付费和广告以外缺乏可行的盈利模式。酷学多纳负责人陈婉青则认为,现在大部分用户在移动端的支付习惯已养成,更有相当一部分人愿意为优质内容买单,优质内容在移动端的收入增长还有很大提升空间。“对于纯原创形态的内容产品,要努力做到素材的多渠道使用及多元化呈现。” 另有观点认为,由于早幼教领域受众与付费者群体不同,孩子的使用感受未必能与家长达成一致,作为付费者的家长们却拥有较为复杂的决策流程,家长们追寻产品背后的易胜博网址理念,即“使用这个产品能够解决什么问题、达到什么效果”。因此,在早幼教领域,口碑传播和KOL(意见领袖)起到了至关重要的作用。 前述业内人士告诉蓝鲸易胜博网址,幼教内容的质量是关键,而非渠道。在优质内容基础上开放的IP才更具生命力。当前市场上已经有一些,“压榨‘产出的幼教IP,效果并不理想。以迪士尼为例,其各种早幼教类产品都是基于长期优质内容的不断积累和开发。变现是幼教内容必须要迈过的“山丘”,而IP可能是内容变现可行方式,但一切都要基于质量。
2019 THE SIXTH SESSION CHINA WEST INTERNATIONAL EDUCATION exhibition
                                       2019 THE SIXTH SESSION CHINA  WEST INTERNATIONAL EDUCATION exhibition The accompanying as 2019 china WEST international overseas study and immigration investment and real estate exhibition INVITATION LETTER DATE: 25st-26nd  May  2019,   Chengdu          24st-25nd  June  2019,  Chongqing VENUE:Chengdu century city new international exhibition&convention center           Chongqing Chen Jia Ping Convention and Exhibition Centre Official website:www.xbjyblh.com Sponsor:  Sichuan Province Overseas Returnees Enterprises Association                     Western Chongqing Education Promotion Association                   Sichuan Provincial School Culture Construction Association Co-organizer: Chongqing Ganghua exhibition co., LTD Invited Unit:            American foundation for education                 New Zealand embassy in Beijing Cultural and Education Section of Australian Embassy Education Section of the Embassy of Malaysia IDP Australia Education Consulting (Beijing) Limited The South Korea consulate in Chengdu The Pakistan consulate in Chengdu The French consulate in Chengdu The German consulate in chengdu The Sri lankan consulate in Chengdu The Singapore consulate in Chengdu The Thailand consulate in Chengdu Commercial Department of the Embassy of Canada The USA consulate in Chengdu The Danish consulate in Chongqing The Japanese consulate in chongqing The Hungarian consulate in chongqing The Canadian consulate in chongqing The Cambodia consulate in chongqing               The British consulate in chongqing               The Philippines consulate in chongqing Cultural and Education Section of the Russian Embassy Italy Education Center Ukrainian  Education Centre The background of the exhibition: Si Chuan province is located in the west of China, the important combination of southwest, northwest and central China, and also the important junction and communication passage connecting southwest and northwest, middle Asia, south Asia and southeast Asia. It is a big province for natural resource, population and economy. Covering area of 486,000 square meters, Si Chuan has jurisdiction over 21 cities (states) and 183 counties (districts) with 80.76 million permanent population, 26,000 schools of different grades and types, 15.79 million students at school, 950,000 school staff, 790,000 of them are full-time teachers. Due to the large number of various schools, Chengdu (the capital of Si Chuan province) always has the title of West China Education Center as it has 99 high level institutions and more than 1.2 million students in college, moreover, the economy level of Chengdu is always the leading position in west China. Therefore, Chengdu becomes the important area for domestic and foreign academies enrolling new students.
As one of the global acknowledged main sources for students abroad, China has become the front line that the universities of the target countries for studying compete to attract the excellent students abroad from China. Based on the statistics of education ministry, the number of study abroad increased nearly 20% in 2017 comparing with 2018. According to incomplete statistics, the number of study abroad of Si Chuan is nearly 40,000 in 2018, accounted for about 10% of the annual number of students abroad in the whole country, only next to Beijing and Shanghai. It is estimated that the number will continue to rise in the next a few years, moreover, the students abroad from working family are increasing, and the market of low age study abroad is emerging.
Hundreds of colleges and schools from over 20 countries and regions around the world have been attracted to attend The 2019 China west International Education Exhibition. More than 50 thousand students and their parents will finish their face-to-face consultation during the exhibition. Basing on Western China, with an international and branding subject, the organizing committee will try their best to hold a representative branding exhibition in Sichuan education on their own relevant successful experience in the past. A qualitative leap in scale, effect and brand influence will be made to help oversea collages, oversea study and immigration services have good communication on deep development of local educational market and cooperation and exchange international education. This exhibition does not only serve families, schools and education services, and not only for the education itself, also will become a booster of the whole social economy development and a highly valuable name card of Sichuan. Furthermore, it will help the world to have a better understanding to Sichuan, a higher focus on it and a better international cooperation with it, and attract more high class talent people and partners to give Sichuan a new step. Highlight of the exhibition: 1. The visitors can get the services from the exhibition as follows: obtain the site evaluation and receive the information of application for study abroad, on-site consultation, offering the most complete information of the colleges to improve the face-to face communication with the parents. The ones who attend this exhibition are various educational institutions from home and abroad, including comprehensive universities, the higher institute of technology, language training school etc to meet the demands for studying abroad of the students studying and graduated from the senior high school students, junior college students, undergraduate students and higher vocational colleges and so on. 2. This exhibition offers not only the opportunity for “Zero Distance” communication between the students and parents of Chengdu and the numerous famous colleges, but also the package services for occupational planning, scholarship application, visa application, preparations for study abroad, overseas life, foreign finances and overseas property immigrants etc. 3. The academic communication centers from different countries and many study abroad agencies will hold the explanation conference for the policies of study overseas during the exhibition. 4. The organizing committee will send 200 elaborate gifts for free to the students each day during the exhibition. 5. The academic communication centers from different countries will arrange some globally famous universities to enroll new students in Chengdu. 6. The global first-class universities majored in animation, clothing, movie director, music, art, business, material etc will have the face-to-face communication with the students.    The organizing committee will issue the news release and the mandatory advertising in Western China Metropolis Daily and Chengdu Business Daily in the early days before the exhibition started, furthermore, will release the rolling advertisement for 40 times each day in Chengdu Mobile TV Station and 500,000 mass short messages through special channels. The reporters of Chengdu television news channel and Sichuan Education Television will be invited to have the interview and will play it on TV on the first day that the exhibition starts.
【SCHEDULE】        Chengdu Time for Register: 9:00AM-5:30PM, May 24th , 2019 Time for Preparation: 9:30AM-5:30PM, May 24th , 2019 Time of exhibition: 9:00AM-4:30PM, May25st ~26nd , 2019 Time of Closing: 4:30PM,May26nd , 2019       Chongqing Time for Register: 9:00AM-5:30PM, June 23th , 2019 Time for Preparation: 9:30AM-5:30PM, June 23th , 2019 Time of exhibition: 9:00AM-4:30PM, June 24st ~25nd , 2019 Time of Closing: 4:30PM,June 25nd , 2019

ACTIVITY A. Consultancy meetings with students and parents co-organized by Sichuan and Chongqing  registered study abroad agnecies. B. Project consultancy by China-foreign schools in partnership C. Discussion on international education program partnership by Chinese and foreign schools. D. Lectures by education counselors of Embassies of several nations in Sichuan and Chongqing VENUE 1Chengdu century city new international exhibition&convention center 2、Chongqing Chen Jia Ping Convention and Exhibition Centre
EXPOSITION CONTENT College entrance examination enrollment consulting exhibition area International education communication area Vocational education training and private education enrollment consulting exhibition area Overseas real estate area 1. University-preparatory school, colleges and universities (diplomas and degrees of those colleges and university shall be admitted or registered by education departments or authorities of each country, and qualified for receiving overseas students.) 2. Overseas vocational education schools 3. Overseas language training schools and institutions 4. Governmental organizations 5. Embassies and consulates 6. Student services providers (banking, accommodations & airlines, etc.) 7. Student Services Agents and China-Overseas Cooperative Education Project 8. Vocational education and private education enrollment consulting exhibition area 9. College entrance examination enrollment consulting exhibition area 10. International education communication area 11. Children's education institutions and comprehensive service area 12 Exhibition area for overseas real estate, school district housing, large residence of education
BOOTH SPECIFICATION AND CHARGES Charges: Foreign Exhibitor: US$2,800/ Standard Booth (plus 10% for double opened booth) Conference charge:US$30 for each person  Domestic Exhibitor RMB 15,000/ Standard Booth (plus 10% for double opened booth), Conference charge:RMB200for each person Specification of booth up to international standard: 3m×3m, equipped three 2.5m-high boards, one desk for negotiation, Carpet, four folding chairs, a convenience receptacle ,two lamps and one lintel board) Conference charge: including charges for conference-related document, certificate, lunch, beverage, etc.) EXPOSITION EXPRESSwe will publish name, profile, educational subject, service target and contact information of any exhibitor. All exhibitors are appreciated to e-mail relevant information to1329532875@qq.com in format of Microsoft Word before May15th, 2019(Chengdu) and  June 15th, 2019(Chongqing) Charge for Proceedings and Advertisement (converted into RMB required for foreign exhibitors): The 16K hectograph proceedings (210×130mm) will be gifted to participants and professionals from relevant organizations for communications and exchange
Cover RMB 10,000 Back cover RMB 8,000 Inside front cover RMB 6,000 Inside back cover RMB 6,000
Head page RMB 6,000 Inter-pages RMB 8,000 Inside color page RMB 5,000 Inside black and white page RMB 4,000
INVITATION OF VISITOR A. Publicize information of this exhibition in international departments and advisory institutes of universities and colleges. B. Post big posters in universities, colleges, vocational and middle schools of Sichuan and Chongqing C. Visitors range: Students and parents, education administrators and teachers, the officials of the education department of the provinces, districts and cities and the directors of all levels education institutions, experts, scholars, on-job people, the principals of the organization for the educational investment and financing, the principals of the registered study abroad agency, the officials of commerce, education and culture of foreign embassies, etc. PROCEDURE 1. Exhibitor shall fill in Exposition Contract and affix official seal and then mail or fax them to Organizing Committee. Exhibitor shall remit relevant exposition charge to appointed account within seven days upon registration. 2. All exhibitors shall follow such principle that “first registered and paid shall have priority”, Organization Committee has right to cancel or displace unpaid booths till all booths are engaged. 3. The Sponsor will mail Exhibitor Manual consisting of detailed schedule, transport, platform design and setting, travel and accommodation, material renting and waiter service, advertisement, visa application, weather forecast and any other service information to exhibitor upon exhibition booth confirmation, universities and colleges requesting pick up service shall contact organization committee five days ahead, all related costs shall be borne by exhibitors themselves. 4. Exhibitor shall detail all information like height setting and special requirements in Exposition Contract. 5. Organization Committee will prepare English and Chinese lintel board subject to contracts of registered universities and colleges. 6. Application deadline: May15th .2019(Chengdu),June 15th .2019(Chongqing)
Address of the Organization Committee: Room 701, Langgao exhibition international plaza´,Nan ping District, Chongqing, P.R.China TEL: (86) - 23- 62789252 FAX: (86) - 23- 86156500 MOB: (86) - 0 –15923519466(Mobile phone wechat  QQ:1329532875@qq.com,     CONTACT: Mr. Feng Yu Official website of western education Expo: www.xbjyblh.com Wechat public accounts: 西部易胜博网址易胜博备用网  cweexpo