Most companies have a certain degree of precipitation in the education industry, and they will choose to expand the division from a single professional discipline to a whole-field or even year-round teaching.
Editor’s note: This article is from WeChat public account “Blackboard Insight” (ID: heibandongcha), the author unicorn.
Recently, the Blackboard Insights surveyed more than 30 educational companies and found an interesting phenomenon that exists widely in the education industry and even becomes the natural behavior of educational companies.
After a certain degree of precipitation in the education industry, most companies will choose to expand the division from a single professional discipline to a full-field or even year-round teaching.
Some of the education companies will choose to do similar things in a familiar field, such as English to mathematics, mathematics to language and other aspects. There are also a number of educational companies that expand the field between discipline training and quality education, and arts and sports.
When New Oriental was first known to the public, it was operated by studying abroad. It has grown to include K12 general education, college entrance examination training, and judicial examination training.
The other giant, which is juxtaposed with New Oriental, has a good future. It started with the Olympiad competition. Now it has also shifted from the previous science to multidisciplinary education. The school segment has expanded from primary school to junior high school.
In addition to this expansion of the entire discipline, there are also a number of educational companies that have expanded from focusing on verticals to another. On August 16th, Sparks launched the L5 language and cut into the big language track. At the beginning of the year, Reith English announced the name change and announced the development of quality education; VIPKID launched the mathematics thinking course “噜啦数学”, interdisciplinary outside the English subject The field of mathematical thinking…
01, the significance of the expansion?
The expansion of the familiar business to another business, the education company seems very familiar, the interlaced like the puzzle of the mountain does not seem to exist, so what is the significance of the education company expansion?
From a cost perspective, expanding the division is an option to solve the company’s scale and reduce the marginal cost. After the user reaches a certain volume, the new user and the repurchase rate will gradually decrease. It is very important to create new payment requirements and maximize the operation of platform resources. The expansion can use the original resources to reduce the unit cost and reduce the pressure on the company’s profitability.
From the customer’s point of view, after a period of development, the education company has sufficient experience and relatively mature teaching and research system in technology and service providers, forming a certain brand recognition and reputation. The huge customer base accumulated in the original business and the gradually expanding national learning center will become the relativeA stable and controllable source of visitors.
From a profit perspective, as head-offices account for the majority of the market’s traffic share, traffic costs also encourage companies to develop more consumer scenarios for the expansion of existing traffic. Education companies can expand from single-disciplinary to multi-disciplinary, and can realize their own traffic transfer, and second-time realization will increase profit margin and revenue.
The same is the expansion of the branch, the choice of education companies are also different.
The old-fashioned education company is more inclined to expand the entire discipline of the whole school. The established company is in the business stage and needs new growth business. In addition, its volume and income scale are large enough, with greater ability and energy to develop a more comprehensive business, multi-faceted strategy to explore the expansion of the entire discipline-wide business has become a must.
The new company is more inclined to expand in a vertical field. In the development process, the cutting-edge company is limited by the resources and financial resources it has, and its fault tolerance is low and the market risk is higher. At this time, due to prudence, relying on market demand and policy guidance, it is more conducive to the development of the company to choose to expand the subjects with better development momentum.
02, which subjects are the preference for the education company to expand the division?
Because of the reform of the college entrance examination, language and physics become hot subjects
The Chinese language subject is valued: after the college entrance examination reform, the three subjects are in the language, mathematics, and foreign languages. Among them, foreign language has been referenced many times, taking the highest score into the total score of the college entrance examination, which greatly reduces the degree of distinction of the total score of the college entrance examination; mathematics in the future propositions should be greatly reduced in difficulty, and the degree of discrimination will be greatly reduced; Greatly improved, even Shanghai, Shandong, Beijing and other regions have successively included calligraphy in the primary and secondary school exams. The breadth and difficulty of the language has become the most popular subject in the college entrance examination.
In addition to the traditional three subjects, physics became a hot topic in elective projects.
The provinces explicitly promote the “3+3” model in the college entrance examination reform program: in addition to the three subjects of language, mathematics, and English, students are independent from the six subjects of politics, history, geography, physics, chemistry, and biology. Choose 3 subjects as the elective subject. Under the elective system of the new college entrance examination, the number of electives for science and other types of science has increased significantly, which greatly promotes the online education products of science.
According to the mandatory subjects of the disciplines announced by universities in 2019, the combination of “Physical and Chemical Students” has reached 80%. Taking Zhejiang Province as an example, there are 1,383 colleges and universities and 26,300 majors (classes) enrolled in Zhejiang in 2019. Among them, the number of candidates for the examination is 61.1%, and the number of candidates for the examination is 38.9%.
Data Source: Zhejiang Education Department
Among the single-limit physics majors, there are 67 colleges and universities in 985 and 211, with a total of 491 majors (classes); there are 104 majors (classes) in the provinces.
According to the requirements of the 2020 session of 27,701 professional (category) examination subjects published by the Ministry of Education, there are a total of 6,980 professional subjects in one subject, and a total of 6143 physics in one single, accounting for the highest proportion. Among them, there are 5,907 undergraduate majors with single-limit physics and 236 undergraduate majors.
Data Source: Ministry of Education
Affected by the reform of the senior high school entrance examination, the sports subject became a hot subject
On April 18th, the Ministry of Education issued the “Guiding Opinions on Further Promoting the Reform of the Enrollment System for School Entrance Examinations in Senior High Schools”, and put forward the requirement of “Sports Become a Compulsory Examination for Senior High School Entrance Examinations” nationwide, raising sports to “speaking” The number of the three major subjects is equal.
According to the “Guidance Opinions”, the admission scores of the senior high school entrance examination will be composed of four subjects: language, mathematics, foreign language plus sports, and other subjects will become the elective subjects.
The provincial entrance examination admissions scores constitute a relevant model:
Gansu Province: Implement the “4+6” enrollment admission scoring model, “4” for language, mathematics, foreign languages, and sports; “6” for morality and rule of law, history, geography, physics, chemistry, and biology. In the examination method, the “6” subject can adopt the method of sub-volumes or similar volumes.
Guangdong Province: The admission scores are based on the “4+4” model, namely language, mathematics, English, sports and health, morality and rule of law, history, physics, and chemistry, with a score of 810.
Henan Province: Take 4 (external foreign body) + 6 (political history geography students) +1 (physical and chemical experiment operation mode), language, mathematics, foreign languages, morality and rule of law, history, geography, physics, chemistry , biology, sports and health, and physical and chemical experiments, as an admissions scoring subject.
Conclusion
Despite the influence of the reform of the college entrance examination, the subjects of language, physics and sports have attracted much attention. However, after statistics, we found that mathematics and quality education also accounted for a large share of the expansion projects of educational companies.
Mathematics is an essential subject throughout primary school to high school and even university. Its hard demand has become the reason why education companies favor.Coupled with its logical rigor, standardized teaching mode, easy to copy quickly, it is the preferred option for education companies to expand.
With the social environment’s demand for comprehensive and comprehensive talents, quality education has also become a priority for education companies to expand their families. After the 80s and 90s, they became the main force of parents. Under the mainstream consciousness of consumption upgrading, parents’ choices are no longer limited to traditional exam-oriented courses, but they are biased towards quality education and training in art, sports, science and technology, and more educational needs. Diversified. In addition, the policy is committed to reducing the burden on students, and has made strict regulations on the K12 discipline. Under the background of burden reduction, the super-class teaching of cultural subjects has become the focus of investigation, and the development prospect of quality education is better. In order to comply with the regulations, riding the policy of this east wind, education companies to expand the quality education seems to be appropriate.