Source: Blackboard insights · Insights into education industry trends, and discovering the value of the training industry (WeChat public account ID: heibandongcha). Source of the header: Tuworm >
With the introduction of more and more sports-related policies by the Ministry of Education and the increasing emphasis on quality education, the sports training industry has ushered in a period of rapid development in the past few years. When the general environment is getting cold, the bodybuilding industry has also entered a cooling off period. With the fading of policy dividends, the cold winter of capital, and the pressure of industry competition, how can sports training institutions optimize themselves to develop better? Will a body-building organization that closely follow the baton make the industry better?
Overview of financing of the bodybuilding market in the past five years
The sports training industry has experienced rapid growth since 16 years, and has maintained a good growth trend in the following two years. The company has already raised over 100 million yuan in financing in the sports training industry, leading the entire sports training track; companies in the niche sports field have also listed on the New Third Board, becoming the leading companies in this field. As capital became more cautious about investment projects, the financing of the bodybuilding industry showed a decreasing trend in 19 years.
From the perspective of the segmented field of the bodybuilding industry, ball training institutions with more market understanding and more mature industries occupy the first place in the financing market. There are 36 related financings for ball training. The training institutions received multiple rounds of funding. In addition, physical education that covers multiple sports, focuses on physical training, and improves overall physical fitness is also favored by capital. In addition, there are some unpopular training programs on the bodybuilding track, such as fencing, equestrian, snow and ice sports.
The body culture market is hot and cold, what is the reason behind it?
Policy market is the only way for the bodybuilding market to “refer to where to play”
In recent years, the state has made detailed plans for the entire sports industry, including the development goals of the overall scale of the sports industry, the implementation of infant sports projects, and the release of the Outline for the Construction of a Sports Power. One of the policies most closely related to students is to include sports in the middle school entrance examination. Several policies are sending friendly signals to the bodybuilding industry.
The state has proposed development goals for the overall size of the entire sports industry and the sports training industry, to guide practitioners and capital to enrich the entire market. In October 2014, the State Council’s “Several Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption” proposed that by 2025, the total scale of China’s sports industry will reach 5 trillion. Then in 2016, the State Sports General Administration issued the “Thirteenth Five-Year Plan” for the development of the sports industry, which explicitly proposed that the total scale of the sports industry during the “Thirteenth Five-Year Plan” period would exceed 3 trillion yuan, of which the scale of sports training was close to 200 billion yuan.
In addition to the overall planning of the sports industry, the state has also proposed more and more concepts for children’s sports. In June 2016, the State issued the “Notice of the State Council on Printing and Distributing the National Fitness Program (2016-2020)”, which first proposed the development of children’s sports and included children’s sports in the scope of basic public sports services. In 2017, the General Administration of Sport of China first proposed the project for children’s sports, and made the implementation of children’s sports a key project for youth sports, and guided Zhejiang Province to actively strive for the first batch of pilot areas in the country.
After determining the general direction of sports development, sports training institutions have also ushered in related favorable policies. The Regulations for the Implementation of the Law on the Promotion of Private Education of the People’s Republic of China (Revised Draft), issued in 2018, make relevant provisions. Among them, Article 15 of the Regulations states that “the establishment of private training and education institutions that implement language education, arts, sports, science and technology, research, and other educational and teaching activities that contribute to quality improvement and personality development,And private training and education institutions that provide cultural education and non-degree continuing education for adults can directly apply for legal person registration. “Through the interpretation of the media and relevant departments in various places, this clause means that sports training institutions have completed business and industry. After the registration of the department, you do n’t need to go through other qualifications to operate normally.
On September 2, 2019, the State issued the “Notice on the Outline for the Construction of a Powerful Country in Sports”, which proposes that by 2020, 2035, and 2050, the corresponding strategic goals of a sports country will be achieved in stages. The venue is the first hurdle in developing sports. The notice mentioned: Encourage social forces to build small stadiums. For sports training institutions, the training venue is very important, and the announcement of this notice will certainly play an encouraging role in the entire sports training market.
Of all relevant policies, The biggest impact on parents and schools may be the inclusion of sports in the entrance examination . According to the Huaihe Morning Journal’s April 2018 report on the entrance examination sports, 60 points were mentioned for the middle school entrance examination subjects in Bengbu, Anhui; 50 points for the 2018 entrance examination in Shaanxi Province were included in the total entrance examination score; the entrance examination sports in Henan A perfect score is 70 points. Physical education is included in the middle school entrance examination. All assessments are completed by professional machines and the scores are not low. After being linked to the exam, sports were really valued by parents and schools, and the relevant sports training institutions began to develop rapidly.
As part of quality education, “stained with light” sports training
Because of the consideration of improving children’s basic literacy, developing a healthy life idea, and developing interest, quality education has become very popular, and sports education is very popular among parents. According to the data of Ruiyi and Minsi Strategy, in the field of quality education, 89.34% of parents are willing to sign up for sports education. The “2018 China Children Sports Training Family Consumption Report” shows that 41.50% of parents invest more than 10,000 a year (including equipment) .
Parents are also very generous in these training programs that can improve the overall quality of their children. A survey data from Tsinghua Sports Industry Research Center shows that in football and basketball training, parents who believe that training costs are “easily accepted” and “basically accepted” totalThey accounted for more than 90%, and less than 1% of parents believed that the service price exceeded the psychological expectations and could not persist for a long time.
Too many market choices, body training institutions are being diverted
The reason for the decline in the number of sports training companies that received financing in 2019 is that, in addition to the cold winter of capital and policy supervision, there may be more and more choices for parents: In the past, in addition to regular subject tuition classes, There are very few training courses for parents to choose, only the more general extra-curricular tutoring classes such as football, basketball, painting, and dance; but now, there are more and more types of extra-curricular training institutions. According to the “Investment and Financing Report for Children’s Quality Education 2018” released, the current quality education can be subdivided into: art education, physical education, science and technology education , Children’s programming, etc.) , life literacy (thinking, brain development, etc.) , camp research, etc. More abundant. The rise of various training institutions has, to a certain extent, taken away the passenger traffic of sports training institutions.
Restrictions on the development of sports institutions
Training venue
For training institutions, having training venues is a necessary condition for conducting training courses, which has also become a constraint on the development of many training institutions. One of the reasons is that the number and area of domestic sports venues are very limited: According to the sixth national sports venue census data released by the General Administration of Sports of China, the census results show that there are 1.694 million sports venues across the country, with a land area of 3.982 billion square meters and a building area of 2.59 100 million square meters, the site area is 1.992 billion square meters. According to the total population of mainland China at the end of 2013, there were 1.361 billion people. On average, there are 12.45 sports venues per 10,000 people, and the national per capita stadium area is 1.46 square meters. Compared to the 16-square-meter stadium in the United States, the per capita stadium area in China seems scarce.
Second, most stadiums in China belong to schools or state-owned enterprises. According to the statistics of the State General Administration of Sports, The area of sports, education and military systems in stadiums and stadiums nationwide accounts for 60% of China ’s total stadium area, and the opening rate of these sports facilities to the society is only 29.2%. There are very few venues that are truly market-oriented, which limits the supply of venues.
Professional Teachers
In addition to the venue, the training institution must have professional and outstanding teachers and coaches. The coaches of various training institutions include professional retired athletes and sports students, as well as some temporary study and certification personnel. The quality of the practitioners is uneven, and there is a risk of sports injuries during sports training. Serious consequences. Double restrictions on the number and quality of coaches make coaches a scarce resource in the field of sports training. If a sports training company has a professional and excellent coaching team, it will be trusted by the market and consumers, and it will be easier to gain a foothold in the market.
training system
The curriculum system is one of the key factors in the development of sports training. A mistake that many training institutions will make is eager to introduce advanced foreign teaching and training systems, but ignore the physical structure and psychological quality of adolescents and children in China, and have not developed a scientific training system suitable for adolescents in their country. In the arrangement of the curriculum, the physical development laws of children and adolescents in China should be fully considered, and the intensity, density, and difficulty of the curriculum should be targeted, and a curriculum that truly suits them should be developed.
Promotional methods
Any company needs a lot of publicity to get more customers. For sports training institutions, most of the propaganda methods are campus training, which is endorsed by the school to solve the problem of parents’ trust. There are also a small number of training institutions that hardly invest in publicity. The method of obtaining customers basically relies on word-of-mouth marketing. Old students recommend new students. There are also individual agencies that use advertising as a way of publicity. In addition to publicity methods such as ground promotion and advertising, sports training institutions also need to actively integrate resources, cooperate with clubs and events, and build brand image.
Sports Coaching Agency
As the Ministry of Education stipulates that “sports are fully included in the entrance examination and the proportion must not be less than 5%”, the sports tutoring training courses that focus on and serve the exam standards have developed rapidly, showing “universalization”