What kind of impact does early education big data research have on the industry? The "China Science Early Education Big Data", which was first released at the 2017 Science Early Education Conference, reflects three characteristics: the new generation, new consumption, and new enthusiasm.

China Science and Technology Commission Children's Research Center Science Early Education Professional Committee and microblog data center and microblogging mother and child, as well as micro-vision culture media lasted 3 months, through the June 2016 - May 2017 for a total of 12 months Bo data analysis, combined with 12,600 online questionnaires, and offline interviews, comprehensive analysis of data related to products and brands closely related to early education.

At the Science Early Education Conference on July 11, 2017, Chen Lina, general manager of Weibo Government Media Relations Division, brought fresh and authoritative data on China's early education industry. At the same time, many authoritative early education industry professionals and experts jointly deciphered the background of the second child era. Next, the development status of the early education industry and the development trend of future consumption.

China Science Early Education Big Data Release

New generation parents appear: "her era" consumption phenomenon

According to Chen Lina, general manager of Weibo Government Media Relations Division, Weibo data survey shows that people who are conscious of early education are concentrated in the population born in 85-95. After 90, they have become the backbone of science early education. They have a strong sense of early childhood education. After 70, 80, and 85. This is a group of “new generation” parents whose consumption concepts and consciousness are brand new and show obvious “her times” characteristics.

The so-called "her era" is characterized by the mother's consumption concept. The data shows that women have become the backbone of science early education, accounting for 67% of women. The survey found that, whether in pregnancy, after birth, or in early education, in the case of maternal and child consumption, the proportion of “mothers demand and decide to buy the final” accounted for 92.2%, and “dad asked for demand” Only 45.9% can be formed into a final purchase. This shows that the decision-making power of purchase is more inclined to control in the hands of mothers. Therefore, it is crucial to grasp the consumption psychology, consumption behaviors and habits of mothers, and the maternal and child consumption has entered the typical "her era".

The 2017 edition of "China Science Early Learning Big Data" also found more mysteries of the new generation of early childhood education. Mobile internet and socialization are the labeling features of the new generation of parents' early education knowledge acquisition and early education product consumption, which are reflected in two aspects:

First, the majority of moms and women are also more sensitive to promotions and prices than men. After 90, my mother is good at using the Internet to compare prices and search for early education products, which affects the results of shopping consumption.

Second, the new generation of parents attaches great importance to the acquisition of early education knowledge. The mobile Internet makes vertical service and personalized demand possible, and it is the fastest rising channel for young parents' knowledge acquisition. The survey found that the new generation of parents' parenting knowledge seekers tend to communicate and interact online, and the novice parents' trust in parenting reaches 68%. The new generation parents have not satisfied the original “shared pure experience”. 68% of the parenting concept tends to listen to the guidance and advice of professionals, and then to help early education experts account for the second 67% and 52% choose to consult the early teachers or consultants around, and more inclined to the elderly only Accounted for 14%.

Chinese Science Early Learning Big Data Shows: 2017 Science Early Learning Hot Words and Trend Analysis

New generation parents give birth: early education new ways of consumption

The new generation of parents presented the "her era" consumption phenomenon, and the early education consumption by the mothers gave birth to new consumption concepts and methods. How much is the new generation of parents willing to spend on early education? What causes them to make these purchase decisions? What kind of early education products are they more interested in and willing to invest?

According to the big data of China Science Early Education, the consumption level of Chinese parents in early education in 2017 is on the rise with the increase of children's age/age. The expenditure on early education is 500~1000 yuan/month, which is the highest, reaching 41.3%. Among them, parents aged 25 to 35, especially the 25- to 28-year-old parents of the new generation, are more willing to make greater economic investment in their early education. The survey also found that urban parents basically spend one-fifth or one-fifth of their income on their children's early education consumption, which is achieved every month. Explain that the new generation of parents are willing to do more in the children's early education.

What kind of factors do the new generation of parents use to make purchasing decisions for early education products? The data shows two major changes: First, their concern for domestic brands and foreign brands has not been as concerned as in the past. Nowadays, the worship of foreign brands has been replaced by comprehensive factors such as environment, word of mouth and service provided by the products. Second, prices are already becoming less sensitive.

What do new generation parents think of early education products? The 2017 China Science Early Learning Big Data Survey found that they are pursuing a user experience. For early education, the so-called user experience is what the services provided by early education products are? Service is not intimate, offline experience, online word-of-mouth communication, two lines of hair, online and offline to take care of, in order to finally form a good feeling.

Chen Lina, General Manager of Weibo Government Media Relations Division, released China Science Early Learning Big Data

New generation of new consumption: let science early education become a new air outlet

New generations generate new consumption, and new consumption brings new enthusiasm. 2017 China Science Early Education Big Data shows that China's early education industry has shown a clear upward trend, and high-quality scientific early education products plus quality services will become the most accepted by new generation parents. It is expected that within this three years, there will be a large investment and consumption growth point in the early education institutions, picture books, toys, and early education audio-visual content of such children and parents' psychological education. Why are these new opportunities for early education and new growth?

China Science Early Learning Big Data surveyed "What are the preferences of the new generation of parents for the early education products?" The analysis found that the picture book children's books, Qizhi toys, and early education courses are the top three important trends in 2017 Chinese early education consumption. New generation parents under the age of 25 are particularly willing to spend early education courses, accounting for 82.4%; among the parents aged 30-35, 92.2% are concerned about the early education influence brought by the picture book, and are more willing to spend money. Attention to the age of the picture book 6 to 12 months accounted for 41%, indicating that the child may still understand, parents began to read to him, I hope he developed a good reading habits. The new generation of parents have higher expectations for the children's enlightenment education, and the requirements for the material and safety of the toys are very high. Many parents ask the children whether they are environmentally friendly, odorless, safe or not, and may exceed the experience of the toy itself.

The 2017 China Science Early Learning Big Data Research Analyst found that the new generation of parents are more diversified in the form of early education. However, in many early education content, the emphasis on psychological education by the new generation of parents has become the first factor. In the past, parents paid more attention to intellectual education, and today more new generation parents are more concerned about psychological growth or expansion. Among those surveyed, 42% said that they are most concerned about psychological education, followed by 28% who focus on social skills and 15% who focus on intellectual education. When Weibo users mentioned early education, they often mentioned the problems: psychology, self-confidence, and concentration.

Chen Lina analyzed: Now more new generation parents consider the child's mental health problems, she feels that mental health determines the child's character, and the child's personality may determine the happiness of his life. So this piece of psychology has become more and more concerned. This huge shift in the concept of early education also reflects the transformation of the entire industry.

2017 Science Early Learning Conference 30 people launch ceremony

In the era of mobile Internet, the consumption of new generation parents who are mainly after 90s pays more attention to product quality, and also emphasizes “content + service”, word of mouth and user experience first. The early education industry is a sunrise industry with broad prospects. Especially in today's consumption upgrade, it is increasingly necessary to strengthen the exchange and innovative thinking of the industry and achieve iterative breakthroughs.

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