In the past three years since its launch, the children's content brand “Kai Shu tells stories†founded by former CCTV host Wang Kai has gone through the above development path. Not long ago, "Kai Shu told the story" announced the completion of 90 million yuan of B round of financing, the lead is New Oriental.
According to the calculation of the Guoyuan Securities team, by 2018, the entire preschool education market will reach 520.9 billion yuan. The 100 billion-level preschool education market has long been recognized by the capital market and the entire industry. Listed companies such as Weichuang, Xiuqiang, and Changfang have successively acquired offline chain kindergartens. The dividends and development prospects of the preschool education market are evident.
While the capital is rushing into the pre-emptive line of preschool education assets, the development of the preschool content field is more distinctive. Cross-border listed companies or groups of each other, each taking the director, or directly investing in content providers; and New Oriental, good future, etc. Education listed companies choose to invest directly in preschool education companies to expand the territory; Jiada early education, Zhilan Yushu and other new three board early childhood education companies or from hardware to content, or independent development and operation of IP.
Yu Minhong, founder of New Oriental Education Group, said, “I have never doubted the financial return of high-quality content for a long time. That is to say, if it is high-quality content, it can continue to circulate.â€
However, what is the quality of preschool content? What problems and bottlenecks does the content of preschool education face? The content of preschool education has to be divided into several steps. When Children's Day is coming, Blue Whale Education counts the way in which listed companies open their preschool content.
Grab the content of preschool education, listed companies have their own rules
Blue Whale Education screened eight representative A-shares, US stocks and New Third Board companies to explore how they lay out the content of preschool content.
1. The layout content is in parallel with the acquisition of the offline kindergarten
At present, in the A-share market, Wei Chuang shares have been deeply involved in the layout of offline kindergartens. They have acquired Hung Hom Education and Golden Cradle Chain Kindergarten. In 2016, Weichuang’s education business contributed 395 million yuan in revenue, accounting for total revenue. 37.58%.
In the field of preschool education, in 2005, Vitron signed an agreement with Huangshi Group to carry out resource integration and project cooperation in the field of early education. In 2016, it jointly invested RMB 5 million with Nanjing Kangxuan Culture and Education Books Co., Ltd. to establish “Nanjing Weikang Culture and Education Co., Ltd. Responsible company". It is understood that Nanjing Kangxuan has more than ten years of research experience in early childhood education and early childhood training development in the Mainland.
Coincidentally, after another cross-border education listed company, Xiuqiang, acquired the offline chain kindergarten, it chose to increase the capital of the fireworks, design a new independent IP for the children's market, and launch an animation. In addition, Xiuqiang shares acquired Jiangsu Tongmeng in 2016. The latter also signed a strategic cooperation agreement with Xuyou University. The two sides jointly established a research team and co-edited more than 20 professional textbooks.
2. Preschool education around the content side
Different from the aforementioned Weichuang shares and Xiuqiang shares, the Huangshi Group, which was founded in 2001 and started with the dairy industry, has taken a road of “content is kingâ€. Since the beginning of 2014, Wong's group of listed companies as a means of capital platform, to accelerate the merger and reorganization of the cultural industry, has acquired the Royal Television Kerry and prosperous Sun in 2014, 2015, two pen mergers and acquisitions worth a total of 1.461 billion yuan, a wholly owned subsidiary The company's Shengshi Sun is specialized in the integration and operation of new media programs for preschool, animation and film.
The selection of the content area of ​​the Huangshi Group and other listed companies "bring a group to warm up", each take the required. In 2015, Huangshi Group signed a cooperation agreement with Wei Chuang to sign the content of Early Childhood Education. Subsequently, Beijing, a subsidiary of Shengshi Sun, a wholly-owned subsidiary of the company, received a capital increase of RMB 70 million from Wei Chuang. Blue Whale Education learned that with the growth of the national animation digital TV channel "new animation" management rights, the number of home users reached 150 million. In addition, with your growth, you also have more than 200 program series, 20,000 minutes of preschool and toddler animation content. It is understood that with your growth will provide customized programs for Wistron. More importantly, the content of early childhood education with you and the Huangshi Group can be promoted through the kindergartens of Weichuang.
In 2016, Shengshi Sun and New Oriental reached a cooperation, and will open a digital classroom for early education in the TV media channel to jointly build a cooperatively operated early education brand. Both parties to the cooperation play their respective roles, and New Oriental Online provides high-quality content. Shengshi Sunyang develops relevant courses based on partial IP.
Also focusing on the content of preschool education is the new three-board company, Zhilan Yushu. Based on the content IP “Bevaâ€, Zhilan Yushu has a content ecology of “IP+ Platform+Derivativesâ€. Similar to the Huangshi Group, Zhilan Yushu also signed a cooperation agreement with New Oriental Xuncheng in 2016 to enter the field of early childhood English.
3. Education giants choose direct investment
As the undisputed education giant in the industry, New Oriental and the future choose to invest directly in early childhood education content startups, and investment behaviors occur early.
Taking the good future as an example, as early as 2014, we invested in a shark park that provides hands-on science products for children aged 3-12. After that, you can see the future figure in the growth trajectory of Xiaolong and Baby Bus. In 2015, a good future has invested in small dragons and baby buses. Xiaolong is a design-based early childhood education product for children aged 0-8. Children can learn and complete adventure missions with the character “small companion dragon†in the app. The knowledge covers many fields such as Tang poetry and encyclopedia. The Baby Bus is also a company that develops educational products for preschool children.
Compared with the good future of the early childhood education, New Oriental has two parts in the field of preschool education content. In 2012, Cool Doha was established within New Oriental and became the brand of children's enlightenment education in New Oriental. In addition to cooperation with companies such as Huangshi Group and Zhilan Yushu, not long ago, New Oriental led the "Kay Uncle Story".
4. Publishing companies have a natural advantage
Time Publishing said in the 2015 semi-annual report that its wholly-owned subsidiary era roamed around the main line of early childhood education, accumulating original resources, and the product line began to take shape. Subsequently, Time Publishing merged Anhui Children's Publishing House and Anhui Times Roaming Culture Media Co., Ltd. to form Time Children's Culture Development Co., Ltd., which is aimed at children aged 2-7 years and develops various solutions for the growth of children and children.
Another A-share publishing company, Changjiang Media, holds the new three-board preschool education company Love Cube. Ai Cube was listed in the New Third Board in April 2016. Its main business is to provide full service for pre-school education, including the children's courses, children's play teaching aids, preschool education cloud platform and chain kindergarten.
In addition, Blue Whale Education noted that there are a number of companies engaged in preschool content in the New Third Board. Xianjian culture cuts into the content of preschool education by traditional book publishing. It mainly engages in the research and development and sales of children's books and infant early childhood education supplies of 0-6 years old, and develops AR early education series products in 2015. Miki Technology provides audio and video reading materials for children aged 3-7 years; Qizhi Qicai launches educational videos covering language, society, health, science, and fine arts.
Personalized, high-profile content is still a scarce resource
There is a view that brand recognition is extremely important in the field of education. In the eyes of many parents and students, offline tutoring English, mathematics, and choice of overseas study agencies have relatively fixed choices. The reason is that the cost of trial and error in education is extremely high, so parents and students are more willing to pass the word of mouth. Educational brands and institutions.
In the field of early childhood education content, although many listed companies have been cut, but has yet to run out of unique players, and more public content production and providers face serious homogeneity, etc. embarrassing situation. The bottleneck in the development of preschool content is that many institutions cannot produce high quality content on an existing basis. The lack of high-quality content has led to the homogenization of early childhood education products. Li Mengna said that the early childhood education APP and picture book are examples. Although there are many kinds of products with various concepts, the actual content iteration may not necessarily exist. so fast.
Due to factors such as age group and cognitive style, in the content of preschool education, content presented in the form of animation or animation is widely used. Through the vivid and cute cartoon image, it has become a trend in the development of preschool education. Blue Whale Education learned that the more representative brand in the field of preschool education is Qiaohu. "Qiaohu" is a series of family learning products for pre-school children jointly published by Japan's largest education group, Bilesheng Co., Ltd. and China Welfare Association, including children's books, parents' books, DVD video materials and teaching aids. "Qiaohu" is based on IP, derived from peripheral products, and realized through online and offline combination and various marketing methods.
Li Bai, the founder of Babycan, once said: "After Qiaohu, many 'Qiaohuo' products have made many attempts in their respective channels. But neither the brand influence nor the market share can be compared with Qiaohu. â€
How to cross the realization of this "hill"
A preschool education industry insider told Blue Whale Education that the current mature mode of early childhood education products is “IP+content+productsâ€. At present, products such as Xiaolonglong and Beva are basically the same route.
In the view of sharing investment analyst Li Mengna, there have been explosions in the field of early childhood education, but many of them have ended up with profit problems. Take online APP products as an example, covering art, language, cognition, and puzzles. Fields. These online tools are basically taking the route of APP-children's IP-entity products, but in the early stages there is no viable profit model other than software payment and advertising. Chen Xiaoqing, the head of Cool Learning Donner, believes that most of the user's payment habits on the mobile side have been developed, and quite a few people are willing to pay for high-quality content. There is still much room for improvement in the revenue growth of premium content on the mobile side. "For purely original content products, we must strive to achieve multi-channel use and diversification of materials."
Another point of view is that because the audience in the early childhood education field is different from the payer group, the child's experience may not be consistent with the parents. The parents who are payers have a more complicated decision-making process, and parents pursue the educational philosophy behind the product. That is, "What problems can be solved and what effect can be achieved by using this product?" Therefore, in the field of early childhood education, word-of-mouth communication and KOL (opinion leader) played a crucial role.
The aforementioned industry insiders told Blue Whale Education that the quality of preschool content is the key, not the channel. IP that is open on the basis of quality content is more vital. There are already some on the market, the "squeezing" output of the preschool IP, the effect is not ideal. Take Disney as an example, its various early childhood education products are based on the continuous accumulation and development of long-term quality content. Realization is the content of preschool education must The “mountain†to be passed, and IP may be a viable way to realize content, but everything is based on quality.
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