What is the prospect of hosting? How to run?

With the layout of the nursery market by the head enterprises in the education industry, many industry observers are also eager to move. Are they following the bosses? Or watch the fire from the other side and wait for the opportunity? Teacher Feng Ge's calligraphy practice believes that whether to lay out the nursery market needs to be combined with the current market environment and his own actual situation, and the planning should be rationally analyzed and not blindly followed.

Current situation of domestic infant care market;

At present, there are about 42 million infants aged 0-3 in China, of which13 have a strong demand for child care services, but the survey shows that the child care rate of infants under 3 in China is only about 5.5%. 5.5%, what level is this? According to the data released by OECD, the average enrollment rate of infants under three years old in OECD is 36. 1%, while in 2020, the enrollment rate in China is only 5.5%, which is far from or even behind the international level.

The low enrollment rate is not because there is no demand in the market.

According to the latest survey, only 5% of the families surveyed don't need nursing services for infants under 3 years old at all, that is, the remaining 95% have a demand for nursing services for infants under 3 years old, and about 84% of them have a strong demand, and the number of families with nursing needs is on the rise in recent years.

The reasons for the low enrollment rate are complicated, among which the contradiction between supply and demand in the nursery market is more prominent.

There are three main reasons for the great demand for child care for infants under 3 years old: the elders are too old to take care of children (or the Separate child care problem), the nanny has hidden dangers, and the modern concept of women has changed. The reason for the low enrollment rate is the low professionalism of institutions and the high cost of childcare.

Simply put, consumers have needs, but the services provided by institutions cannot meet the needs of consumers, or the purchase threshold of institutions exceeds consumers' expectations, which makes consumers flinch. At the same time, the current mainstream "bringing children" model is still a generation-by-generation belt. Although parents have realized the shortcomings, it will take time and cycle to change this mode and status quo in action in the face of many objective factors.

Can the nursery market be laid out now?

In Feng Ge's calligraphy teacher's cognition, capital has been testing the water in the nursery market for a long time, but it has not received the expected return. As early as 20 19, the capital has already tested the water to cultivate the track, but the result is surprising. With the influx of hot money, the nursery industry did not enter the fast lane as people imagined. On the contrary, in the context of the epidemic in 2020, many well-known baby-care institutions were rumored to "run the road".

The reason is that the operation of nurseries is relatively difficult:

1. High safety requirements

Nurseries are different from other institutions and are accompanied by supervisors. Foster children are completely separated from their guardians for 8- 12 hours. As far as safety is concerned, the difficulty coefficient is very large, and once a serious safety accident occurs, it can be said that it is a devastating blow to the center; (Note: Parents are most concerned about choosing a nursery institution for their children: the highest safety ratio is 24%; Teacher level 21%; Price 17%)

2. It is difficult to operate.

Child care is a complex educational product. From children entering the park to leaving the park, it needs to involve many links such as food arrangement, curriculum arrangement, practical activities arrangement, lunch break arrangement, health management, emotional therapy and so on. From the perspective of campus operation, there are many points to consider and the difficulty coefficient is large.

3. It is difficult to recruit professionals.

In the eyes of the industry, the teachers in kindergartens are not baby nurses, kindergarten teachers and medical staff, but they must be a combination of the three. At the same time, baby nurses need patience, care and service awareness, and there are few qualified interviewers. In addition, kindergarten teachers often need to do more complicated parenting work and have greater mobility.

4. High operating costs

Children aged 0-3 have higher requirements on the safety of people and things.

The cost structure of kindergartens is relatively high. Nurseries are mainly for infants aged 0 to 3, and their' teacher-student ratio' is higher than that of kindergartens, generally 1:5( 1: 1). Take 1:5 as an example, that is, one teacher is responsible for five children.

5. The demand of preschool education market is obviously stratified.

Relatively speaking, the demand for childcare in first-and second-tier cities is large, and the demand in third-and fourth-tier cities is small. Because of cognitive needs, intergenerational support is more deeply rooted in people's hearts.

6. Imperfect supervision

At present, the relevant laws, regulations and industry norms of the baby-sitter industry are still not perfect, and many baby-sitter practitioners have no way to apply for certificates, no rules to follow and grow wildly. Once there is a spurt of growth in custody institutions, it is not excluded that there will be corresponding control risks like subject education.

To sum up, Mr. Feng Ge believes that the nursery market has market demand and development potential. High admission fees and traditional parenting concepts are the main reasons for the low enrollment rate. As for whether the current nursery market can be laid out, it needs to be carefully considered from the perspective of operation. Before layout, it is recommended to consider the following questions: For example:

Is there enough working capital to face the high operating cost and risk cost of suspension of classes in nursery institutions under the current epidemic situation?

Is there a channel and the ability to organize a professional nursery operation team?

Have you conducted an in-depth investigation and feasibility analysis on the needs of nurseries in your city or region? (e.g. demand ratio, child care concept, etc.). ) ......

(Caution, comprehensive judgment and ability are needed)

With the layout of the nursery market by the head enterprises in the education industry, many industry observers are also eager to move. Are they following the bosses? Or watch the fire from the other side and wait for the opportunity? Teacher Feng Ge's calligraphy practice believes that whether to lay out the nursery market needs to be combined with the current market environment and his own actual situation, and the planning should be rationally analyzed and not blindly followed.

Current situation of domestic infant care market;

At present, there are about 42 million infants aged 0-3 in China, of which13 have a strong demand for child care services, but the survey shows that the child care rate of infants under 3 in China is only about 5.5%. 5.5%, what level is this? According to the data released by OECD, the average enrollment rate of infants under three years old in OECD is 36. 1%, while in 2020, the enrollment rate in China is only 5.5%, which is far from or even behind the international level.

The low enrollment rate is not because there is no demand in the market.

According to the latest survey, only 5% of the families surveyed don't need nursing services for infants under 3 years old at all, that is, the remaining 95% have a demand for nursing services for infants under 3 years old, and about 84% of them have a strong demand, and the number of families with nursing needs is on the rise in recent years.

The reasons for the low enrollment rate are complicated, among which the contradiction between supply and demand in the nursery market is more prominent.

There are three main reasons for the great demand for child care for infants under 3 years old: the elders are too old to take care of children (or the Separate child care problem), the nanny has hidden dangers, and the modern concept of women has changed. The reason for the low enrollment rate is the low professionalism of institutions and the high cost of childcare.

Simply put, consumers have needs, but the services provided by institutions cannot meet the needs of consumers, or the purchase threshold of institutions exceeds consumers' expectations, which makes consumers flinch. At the same time, the current mainstream "bringing children" model is still a generation-by-generation belt. Although parents have realized the shortcomings, it will take time and cycle to change this mode and status quo in action in the face of many objective factors.

Can the nursery market be laid out now?

In Feng Ge's calligraphy teacher's cognition, capital has been testing the water in the nursery market for a long time, but it has not received the expected return. As early as 20 19, the capital has already tested the water to cultivate the track, but the result is surprising. With the influx of hot money, the nursery industry did not enter the fast lane as people imagined. On the contrary, in the context of the epidemic in 2020, many well-known baby-care institutions were rumored to "run the road".

The reason is that the operation of nurseries is relatively difficult:

1. High safety requirements

Nurseries are different from other institutions and are accompanied by supervisors. Foster children are completely separated from their guardians for 8- 12 hours. As far as safety is concerned, the difficulty coefficient is very large, and once a serious safety accident occurs, it can be said that it is a devastating blow to the center; (Note: Parents are most concerned about choosing a nursery institution for their children: the highest safety ratio is 24%; Teacher level 21%; Price 17%)

2. It is difficult to operate.

Child care is a complex educational product. From children entering the park to leaving the park, it needs to involve many links such as food arrangement, curriculum arrangement, practical activities arrangement, lunch break arrangement, health management, emotional therapy and so on. From the perspective of campus operation, there are many points to consider and the difficulty coefficient is large.

3. It is difficult to recruit professionals.

In the eyes of the industry, the teachers in kindergartens are not baby nurses, kindergarten teachers and medical staff, but they must be a combination of the three. At the same time, baby nurses need patience, care and service awareness, and there are few qualified interviewers. In addition, kindergarten teachers often need to do more complicated parenting work and have greater mobility.

4. High operating costs

Children aged 0-3 have higher requirements on the safety of people and things.

The cost structure of kindergartens is relatively high. Nurseries are mainly for infants aged 0 to 3, and their' teacher-student ratio' is higher than that of kindergartens, generally 1:5( 1: 1). Take 1:5 as an example, that is, one teacher is responsible for five children.

5. The demand of preschool education market is obviously stratified.

Relatively speaking, the demand for childcare in first-and second-tier cities is large, and the demand in third-and fourth-tier cities is small. Because of cognitive needs, intergenerational support is more deeply rooted in people's hearts.

6. Imperfect supervision

At present, the relevant laws, regulations and industry norms of the baby-sitter industry are still not perfect, and many baby-sitter practitioners have no way to apply for certificates, no rules to follow and grow wildly. Once there is a spurt of growth in custody institutions, it is not excluded that there will be corresponding control risks like subject education.

To sum up, Fengge Lianzi believes that the nursery market has market demand and development potential. High admission fees and traditional parenting concepts are the main reasons for the low enrollment rate. As for whether the current nursery market can be laid out, it needs to be carefully considered from the perspective of operation. Before layout, it is recommended to consider the following questions: For example:

Is there enough working capital to face the high operating cost and risk cost of suspension of classes in nursery institutions under the current epidemic situation?

Is there a channel and the ability to organize a professional nursery operation team?

Have you conducted an in-depth investigation and feasibility analysis on the needs of nurseries in your city or region? (e.g. demand ratio, child care concept, etc.). ) ......

(Caution, comprehensive judgment and ability are needed)