The self-developed graded readings have a long investment cycle, and there is plenty of room for imagination in the domestic market.

With the promotion of the new college entrance examination reform in 2017, the proportion of reading in school education and examinations has continued to increase. The enthusiasm of Dao, Chinese graded readings derived from big languages ​​have also received a lot of attention in the past two years and attracted the favor of capital.

Children’s reading education service provider “One Mu Children’s Library” was established in 2016 and is committed to exploring the development model and graded reading system of Chinese community library education to fill the market gap. The “One Mu Children’s Library” originally produced the “One Mu Children’s Books” series of books, which are currently distributed in the reading enlightenment stage 1-4. Users can also use online apps to assist learning. The company also opened an offline children’s library in Hangzhou to expand brand awareness. In 2019, “One Acres Children’s Library” harvested the angel round investment of Jiang Peng, the former CTO of Alibaba Group and the former CEO of Taobao. The company’s cumulative financing is now close to 10 million yuan.

The concept of graded reading originated in foreign countries. The product sets difficulty levels according to children ’s intelligence and psychological development, comprehensively considers children ’s language level, hobbies and other factors, and has multi-disciplinary knowledge and fun. The ultimate purpose is to help Children get rid of reading difficulties and achieve autonomous reading. For zero-based children, graded readings usually have a small proportion of text, and some are even non-word books, and the genre is easy to understand; then gradually transition to short sentences and chapter reading, and the genre is constantly enriched. Excellent graded books not only help children solve word accumulation and complete reading training, they can also benefit children in terms of readability and education.

In summary, as the level increases, the proportion of graded reading text will increase significantly, and the storyline will become more complicated. From basic literacy to chapter reading, value enlightenment transition. The volume of graded readings should be large, and the grades should be fine. The transition from words to chapters should be done step by step. The theme should conform to the rules of children ’s cognitive growth and truly stimulate children ’s active learning.

Alibaba executives’ angel round financing,

The prospect of growth in the grading reading market is broad

Compared with China, the concept of hierarchical reading has taken root very early overseas and has developed more fully. From the perspective of the grading system, there is no uniform grading standard for children’s books in China; while there are many grading standards in the US market, represented by the Lansi grading reading evaluation system, AR grading and RAZ grading. According to public data, the most well-knownThe Lansi system in 2019 has covered 50% of the students in the United States.

Among overseas products, Oxford Reading Tree has a high global reputation. In terms of subject matter, there are two main types of Oxford reading tree grading readings: Fiction and Non-Fiction. In terms of levels, the Oxford Tree series has 20 levels, of which levels 1-9 are the most popular. On the other hand, there is still a blank domestic graded reading market, and the growth imagination is huge.

According to iResearch ’s data, parents ’awareness of purchasing paper publications for preschool and young children is increasing. From January to October 2019, the sales of Dangdang children’s books + parent-child and family education books increased by 54% year-on-year. Parents are paying more and more attention to the cultivation of children’s reading habits. According to JD.com’s big data, among the various book types that have been sold on the platform in the past three years, the turnover of children’s books has increased year by year and ranks in the top three. In the context of paperless reading, this trend of contrarian growth shows that parents’ perception that children are more suitable for using paper picture books will not change in a short time.

Chinese reading classification system still needs to be established

Due to the late start, the current status of domestic graded reading materials is: relying on overseas IP imports, textbooks are mainly used for English teaching, and the number of Chinese content is relatively small. Comparing Dangdang’s top ten ranked reading products with sales volume, we can find that the number of domestic independent IP reading products is very small. The strategy adopted by most publishers is to introduce more influential overseas IP joint production. The input of self-developed graded reading materials is very large. The amount of graded reading materials is large and detailed. The full set of books can be up to thousands of volumes. Combined with the long-term characteristics of the publishing industry, the cost recovery risk is high.

Alibaba executives’ angel round financing,

(Data source: Dangdang, as of April 2020; 36kr drawing)

In the domestic children’s book publishing industry, the publishing rights of publications are concentrated in the hands of government-authorized publishing houses. Non-publishing content providers need to cooperate with publishing houses to publish publications. According to the form of creation, a limited number of domestic graded reading materials can be divided into two categories. One is the model used by “One Acres Children’s Library”, which is to recruit illustrators and text writers for collective creation; Demonstrate personal influence in marketing. The former usually has a faster creation speed and a shorter publication cycle.

Talking about industry trendsAt the time, Song Pengyu, CEO of “One Acres Children’s Library”, believes that “Since China’s reform and opening up 40 years ago, domestic education is still using Prussian education thinking to cultivate talents. Schools take literacy as the first priority, and use standardized processes to export primary to the society. Engineers, junior labor force. Now that the country has entered the post-industrial era, developing one ’s hobbies and forming a complete personality should become the main goal of the next stage of education, and in this process, the role of reading education is immeasurable. One mu children ’s library is determined Reclamation of this wasteland in Chinese grading, and a new solution with the combination of ‘picture book + private education app’ and publication. “

Alibaba executives’ angel round financing,

In terms of team, Song Pengyu, CEO of “One Acres Children’s Library”, worked in 4A advertising company and has many years of innovative marketing experience; co-founder Sun Bing worked in Microsoft Asia Research Institute, joined the Alibaba Cloud team in the early days, and then joined the independent entrepreneurship to join ” One Mu Children’s Library. ” The company currently seeks tens of millions of RMB A round of financing, and the funds are mainly used for market expansion and R & D investment. Song Pengyu, the founder of “One Acres Children’s Library,” said he looked forward to working with long-term partners in the field of Chinese graded reading materials to establish deep industry barriers.