What is an educational complex?

The education complex is actually "real estate+education", which has evolved into the development momentum that a single spark can start a prairie fire, become the darling of the education industry and business leaders, and become the lifeline for the majority of principals to seek breakthroughs and transformations.

What is an educational complex?

Eating, drinking and having fun are all urban commercial complexes, so the educational complex, as its name implies, is the place where education and training institutions are concentrated. It is a place that gradually replaces the Children's Palace and offline training institutions.

Popular shopping centers in first-tier cities such as Beijing Chaoyang Heshenghui, Shanghai Hongqiao Tiandi and Shenzhen Nanshan Coastal City have been integrated into the educational format. At the same time, there are also mainstream education giants actively entering the field of commercial operations. They have developed five educational complex projects in Beijing and are actively expanding their campuses in other places.

Educational complexes in the market can be roughly divided into three categories:

1, led by commercial real estate developers, is also the longest-standing way, and is endowed with the concept of "educational format layout". Such as catering, children's play experience, education and so on.

2. The operation of educational institutions is dominant. Training institutions directly lease an area, and rent the rest to other training institutions in the form of rent except for the space needed by their own training institutions for cooperation.

3. In the face of the overall emergence of customers, introduce institutions, one party is responsible for unified management and the other is responsible for content output. When customers come in, it is a scene of "space sharing", which weakens the state of "going their own way".

Is education complex the future of traditional education and training institutions, or is it a short-lived market phenomenon?

Current situation of domestic education complex: double-line penetration of commercial real estate and education giants

1, transformation of commercial real estate operators

With the popularity of e-commerce and the change of consumer behavior habits, traditional department stores and offline supermarkets are facing the pressure of obvious decline in passenger flow, and their comprehensive profitability continues to decline.

Judging from the changes in consumer behavior, the online retail sales in China have continued to grow in recent years. The proportion of online retail sales of physical goods in the total retail sales of consumer goods in China increased from 65,438+02.6% in 2065,438+06 to 65,438+in 2065,438+08 (from 65,438+0 to 65,438+0). In this context, the traditional offline consumption scene is in urgent need of transformation, and commercial real estate operators with consumer retail as the main carrier urgently need to launch a combination of high rigidity, high viscosity and high customer order. It is for this reason that in the past ten years, we have seen the transformation from traditional department stores to shopping centers, and from shopping centers to experiential commercial complexes. Education format, with stronger willingness to pay and higher consumption frequency, can open up the interaction between children and adults, and has increasingly become a standard element of commercial complexes.

2. Cross-border mainstream teaching and training institutions

The other side of the business logic of educational complex is educational institutions. On the one hand, they have a clear need to enter the commercial complex. On the other hand, mainstream large and medium-sized educational institutions also hope to launch and operate educational complex projects with their deep understanding of the education industry.

3. Market segment worthy of attention: community education complex.

The educational complex projects based on the above two paths are mostly in densely populated urban business districts, and the community-based educational complex that goes deep into the urban "capillary" is another subdivision model worthy of attention. Such projects often provide educational supporting services in a single community through cooperation with residential real estate developers. Its main advantages lie in the following aspects:

1) ? The demand for start-up capital is lower, and the cash flow remains positive for a long time: unlike the self-sustaining property mode with heavy assets, the project operator can reach a strategic cooperation framework with the real estate developer, and the latter will carry out the early development and construction, while the former is responsible for exporting standardized operation management schemes. By operating in the light asset mode with entrusted management, large-scale early investment is avoided, and the cash flow situation is more stable.

2) Strong reproducibility and rapid expansion: Relying on residential property, the single store area is relatively small, and the project development cycle is relatively short, which is easy to precipitate a relatively standardized single store management model. With the help of stable word-of-mouth communication path, regional replication and expansion can be realized quickly.

3) ? Stable customer base and higher community stickiness: project operators rely on residential communities, on the one hand, they can realize efficient word-of-mouth communication and user fission with the help of relatively stable user scenarios; On the other hand, you can connect and interact with users in the community through tools such as WeChat group and applet to achieve accurate customer acquisition. Compared with other e-commerce platforms, the customer acquisition cost of the community is much lower.

4) ? Break the physical space limitation and break through the bottleneck of single store efficiency: although the building area of community education complex is not large, unlike commercial real estate, community-based complex can reasonably use community public areas to carry out activities; For projects with high demand for site area, such as outdoor camp activities, we can adopt the mode of selling classes in the community complex and studying in the site in a unified way, so as to realize the construction area of 1 1,000 square meters and pry the educational space of 1 1,000 square meters.

The future direction of educational complex should be a concentric structure with education as the core;

1, educational derivative goods: books, musical instruments, painting pigments, steam accessories and so on that students can buy.

2. Educational derivative services: After the complex is large enough, it needs supporting catering and parents' leisure and rest areas.

3. Family derivative consumption: At this time, the complex will not only serve students, but also set up family-based consumption content, such as baby clothes, children's play, children's photography, skating rink, swimming pool and other entertainment facilities to meet more peripheral needs. "

Is education complex the future of traditional education and training institutions, or is it a short-lived market phenomenon?

Therefore, the education complex is definitely in the right direction.

The development of this educational system must be promising.

But this is not as simple as finding a piece of land, building a building and putting institutions in it. It is the pioneer of the future educational form.

But its problems are inevitable.

First, the visibility is insufficient, and the enrollment situation of training institutions is poor after entering, and they leave halfway;

Second, if the novelty and popularity of the course are insufficient, there will be no lasting attraction;

Third, the management mode and operation mode of the complex also need to keep pace with the times;

Fourth, how to use the power of the Internet to expand the influence of educational complexes;

Fifth, how to find professional channels and powerful platforms to support it.

The education complex found that it would be time-consuming and laborious to do it by itself under the original system, so it was finally decided to set up a company and a team to do it alone, or to find a third-party service organization to do quality education and create an open platform.

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