Wiebe'S English Closed Shop On The Back: New College Entrance Examination Reform + Education Concept Optimization, Big Language Track Is In The Ascendant.

Recently, Wiebe English, which has been established for more than 20 years, has broken the capital chain due to poor financing. A large number of stores have closed down, reflecting the brutal competition and increasingly saturated market in the English training track.

Compared with the English training market which started early and the market structure is clear, the Chinese training market is still a virgin land with low penetration. The 2017 China Education and training industry white paper released by Ai Rui shows that in 2017, the training rate of English and mathematics was 81.4% and 46.9% respectively, with only 22% of Chinese subjects.

At present, with the advance of the new college entrance examination reform and the continuous optimization of the parents' education concept, the demand for Chinese training market is increasing rapidly, and the big language track is becoming more and more lively. On the one hand, the traditional education and training giant, New Oriental, learning and thinking, has been competing for the layout in recent two years. On the other hand, Yun Shu, pen God composition, river small elephant and other start-ups are constantly emerging, and get many favours such as perilous peak, evergreen, high Ling capital, real fund, Jinsha River venture capital and so on.

According to the statistics of the twenty-first Century IT, oranges, etc., the financing of the first language market is concentrated after 2017. In 2015 and 2016, the annual financing of the big language track was around 5. In 2017, there were more than 10 cases of large language project financing, and even more than 20 in 2018.

Since the beginning of this year, the financing of the large Chinese track is relatively large. It has been awarded 200 million yuan B round of financing from the Innovation workshop and so on. The Qin and Han hutongs have received 100 million yuan A round financing from a village capital. Compared with the English and math training market, why is the spring of the big language track late? What are the challenges and opportunities for start-up companies?

Big language "cold" and "hot"

It is understood that the core of large Chinese language is to enhance students' interest in language learning and foster students' literary accomplishment, including language literacy, literary knowledge, traditional literacy, reading comprehension, expression and writing ability.

Compared with traditional language training, large language training combines disciplinary education with quality education, focusing more on the cultivation of core literacy in Chinese. The teaching content includes not only ancient poetry, graded reading, writing, but also some quality language guidance such as Sinology, storytelling, literacy, and practice.

It is not an easy task to do well in the training of large Chinese language. Zhongguancun smart investment partners in Jin Yong told the twenty-first Century economic report that the main difficulty of big language training lies in the difficulty of raising the value of cognition, which shows that demand is not rigid enough.

Language training scores are difficult to have the effect of setting a straight eye. Users (children) and clients (parents) are more difficult to understand the value of training. At the same time, parents' participation and understanding of language subjects are not very difficult. It is difficult to form a training institution's knowledge potential potential for parents, and the willingness to pay can not be compared with that of mathematics and English.

"For training institutions, the concept of advocating big Chinese is only because the effect of language training is difficult to quantify and reflect. The concept of big language can guide parents to pay. The value of language as a promotion of quality exists, but as a motive for large-scale payment, there may be some deficiencies. Yu Jinyong said.

At present, the main reason for the hot market in the big language market is the promotion of the new college entrance examination reform policy. It is understood that under the new college entrance examination policy, English subjects two exams a year, take the highest score as the final score of the college entrance examination. Mathematics is no longer a science, which means that the difficulty will drop. The breadth and difficulty of language subjects will be increased, and students' reading speed and reading level will be increased. This will stimulate the demand for large language training.

At the same time, the educational concept of parents who are mainly post-1980s and post-90s is changing. They not only pay attention to the rigid needs of exam oriented education, but also focus on fostering children's cultural literacy and comprehensive quality, encouraging children to expand their knowledge and improve their reading, writing and expression abilities.

Breakthrough of entrepreneurial team by differentiation

For the future competition pattern of the big Chinese track, Jin Yong believes that the New Oriental, good future and other large organizations will have strong ability to attack the Chinese market with the help of their original brands and sales channels. They only need curriculum development and teacher adjustment to enter the big language market, which is a devastating blow to the small and micro enterprises.

"There is room for small organizations to survive in the space that giants can't reach, but the entrepreneurial team should be bigger, either with product characteristics or with stronger market segmentation, such as the main attack on the sinking market." He said.

To sum up, the growth of the big language market brings opportunities, but opportunities are slowly coming, and most of the opportunities may not belong to the entrepreneurial team, but rather to the large ones. The way out for entrepreneurial teams lies in obvious product differentiation or clear market segmentation.

Cao Jiangfeng is an entrepreneur in the big language track. His team had paid short videos and paid knowledge, and then focused on big language content. He told the twenty-first Century economic report that Chinese education pays more attention to long-term accumulation and gradual progress. Unlike English and mathematics training, it can quickly improve achievements by brush up questions and grasp methodology.

Therefore, based on previous experience of paying knowledge, the team organized the knowledge of Chinese teaching into a more consistent content of communication rules, so that students could easily form natural memory. For the company's realisation mode, he said, the company hopes to attract user diversion through the short video platform such as jitter, short hand, and then through the paid courses in Himalaya and other platforms, and the opening of online schools to cash in.