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Editor’s note: This article is from WeChat public account “11 lazy dad” ( ID: ddxtoc), author Handy.
It has been 10 months since 2019.
In the venture capital circle that never lacks hotspots, if you want to choose the most fierce battlefield this year, “online education” is definitely deserved.
Especially K12’s online schools, in the summer enrollment campaign, invested billions in one fell swoop, almost alone to save the sluggish advertising market.
For the education industry, whether it is online big classes, small classes, one-on-one, or offline training courses, cram schools, as long as they are in the K12 range, it means that from the first line to the eight The line is full of the Red Sea.
After all, “going to school” is the biggest pain point for all parents and students in the country. The whole family does not have a ceiling to invest, which means that this is the most fragrant fat, and will attract the most hungry wolf.
In addition to the hurricane K12, what opportunities exist for education as a long-term industry closely related to basic people’s livelihood?
01 Analysis ideas
One of my own perceptions is that education runs through the entire life cycle of a person.
From the perspective of the supply side, the differences mainly lie in the teaching content, teaching methods, teaching places and teaching objects.
From the demand side, the learning goals of people at each stage are different.
So, the old rules, I still draw a picture first.
Division of the education stage
This is based on the person’s life cycle and staged demand. The granularity may not be uniform enough, but personally think it can reflect certain industry characteristics.
I focused on the non-K12 part.
02 Stage Exploration
(1)Pregnant
The prospective parents need to learn a lot during pregnancy. However, according to the current supply situation, most of them are scattered knowledge points. Systematic teaching does not seem to exist. I speculate that the reason should not be able to verify the learning results (after all) Life is an extremely complicated system, there isMany factors will have an impact), so there seems to be no possibility of this piece.
And parents in pregnancy, there are already some specialized courses. For example, the man can experience the inconvenience caused by the big belly, and both sides learn how to welcome the baby. But as an experiential service that is hard to produce clear results, it may be okay to do some small business. If it is scaled up, it will probably be difficult.
(2) Nurturing
At this stage, the only need is the healthy growth of the baby. Eating and drinking Lazar, sleeping with a doctor is the focus of both parents and elders. Considering that the baby does not have the ability to provide effective feedback, the teaching content in this aspect is generally one-way output to the parents in the form of a knowledge base, and the tool attributes are stronger when used.
So the high probability of possible changes is just a representation of the content, such as changing from graphic to video.
(3)Enlightenment
A child who has passed the age of 1 has basically entered the golden age of education, and it is also true for parents. During this period, the child’s perception of the world and the shaping of the child’s personality by parents may become the underlying factors that affect the child’s life.
From the current market supply, the vast majority of teaching and training institutions are solving children’s problems, but very few people solve parental problems. Considering that these new generation parents in the post-85s and post-90s have been deeply aware of the importance of shaping their children’s personality through various cases in the Internet era where information is extremely smooth, the current market gap may be a potential opportunity.
(4)Cognition
Most children will enter kindergarten to adapt to social life at this stage. Since the children already have the ability to fully interact, the various institutions not only cover most of the K12 pre-disciplines, but also generate heuristic teaching services such as spark thinking and programming cats.
The fact is that the supply for children is getting more and more surplus. In this burgeoning period of social behavior with other children, parents are still very important to guide children in interpersonal communication, but the market supply is extremely scarce, and there is no standardized knowledge system to educate parents.
(5)K12
This piece is not much to say, whether it is the training or tutoring of the standard course, or the practice test of the art course, the final appeal is the result-oriented and extremely clear progression, and the priority of other needs is much lower than this.
There are few opportunities before, the migration of teaching places (teaching content, methods and objects are relatively stable and iterative), but the pattern of this wave of change has been basically clear, and the online doubles of counseling and homework help Master class, VIP series and palmOne-on-one of the doors is a firm foothold.
(6)Getting Started
At this stage of undergraduate study, I think that there is a very interesting phenomenon in these years. Unless you are engaged in academic research in the professional field, the design of most courses is seriously mismatched with the current high-speed job requirements. .
For example, the product manager on the market is flying all over the world, but there is never a single class in college that teaches students how to be a qualified product manager. This gives development opportunities for vocational skills education institutions such as three classes and everyone is a product manager.
As the well-known Lanxiang excavator, New Oriental cooking, etc., the output of these institutions is just the need for “employment”. For those newcomers who are about to move into the workplace, these services have an unparalleled appeal.
(7) Survival
After entering the workplace, vocational skills education institutions still have huge market space for a long time (mainly in the early 0-5 years when the competitiveness of newcomers is not strong enough). In contrast, those middle-aged people who are unemployed because they have no core competitiveness, these institutions may also be their life-saving straw.
Considering the domestic economic situation and demographic trends, such educational services that directly have a positive impact on employment will certainly be strongly supported by national policies. At present, the supply in this aspect of the market is not quite sufficient. If the resources are right, it feels that it can be started.
(8) Pension
For those who have had a lot of leisure time after retirement, they can finally learn something without their family’s burden. Of course, learning is only one aspect, and another important requirement is social. Therefore, the registration of offline senior colleges is extremely hot, and it is in a state of severe supply scarcity. And pure online education services may need to be observed.
03 Summary
Overall, 0-6 parent education, 18-60 vocational skills education, 60 or more offline education, there may still be some window of opportunity.
Of course, the above analysis is purely a layman’s observation of the education industry. There may be omissions in many places (after all, this track is too big and the teachings are very complicated). Welcome to leave a message. Explore the blue ocean market together.