Part II – VII Analysis on the Demands of Online Primary and Secondary Education Industry
China Online Education Research Institute conducted a sampling survey on online K12 companies and got the following results.
I. Market forecast: great difficulty in entering the outbreak period by online K12 companies
According to those results, with regard to a market forecast about online K12, there are two opposite ideas — “to enter the outbreak period” and “significant growth but with great difficulty in making a success”. But the mainstream opinion is that online education will enter the outbreak period, suggesting that most people look optimistic about online primary and secondary market.
A few people hold the belief that online education will stably develop in the following several years, suggesting that there is mixed debate about how online primary and secondary education industry will develop in the next several years, and it is very difficult to operate online K12 project.
II. Demand point in the market: improving performance to occupy the highest position
When asked about “the demand point in the online primary and secondary education market”, more than 70% of respondents are of the opinion that the primary demand point is to improve performance, meaning that primary and secondary students have long learned for examinations, an evident utilitarian learning objective. According to the Primary and Secondary Students’ Learning Stress Nationwide recently released by Afanti, students below 18 spend 10,080 hours doing homework while sleep for less than 7 hours each day. It can be seen that a product that can improve students’ learning efficiency and reduce their burden on study is in great need. But in current market, online education starting from interest is not fully mature.
Indeed, the demand point of China’s test-oriented exam now lies in the rigid demand of “improving performance”, making online training for tests become the biggest supply of demand points. That means “performance improvement” is a key factor that must be taken into account in conducting online K12. But it needs to be noted that the new government will reform the education system once again and the share of test-oriented education will drop while that of the education of improving quality and developing interests will increase in the future.
In terms of students’ spare time, primary and secondary students undoubtedly have a lot of spare time. Pure online education is not large due to primary students’ poor independent learning capacity; it is very difficult for online education companies to enter the high-school market as many high school students live on campus and have a little spare time, and their access to online education is limited by their schools; middle school students are under pressure of getting admitted to a high school and have much spare time as they live at home, so middle schools are a good field for online education companies to enter. Sure, with different backgrounds and resources, companies enter a field based on their own situations.
- Part II – VI Product and Service Model of Online Primary and Secondary Education
- Part III – I Overview of the Online English Learning Industry
This is a series of articles from Blue Book of China’s Online Education Industry, authored by our partner China Online Education Research Institute (COERI). Each post is a chapter from the blue book.