Suzhou, one of the megacities in East China, is both the "number one" in Jiangsu Province in terms of population and economy. But what is interesting is that its education has the temperament of a "nova" - with a lot of people and money, but lack of educational resources, especia

Image source @Visual China

Text | School management guide Bei

Suzhou , one of the megacities in East China, is both the "number one" in Jiangsu Province in terms of population and economy.

But what is interesting is that its education has the temperament of a "nova" - with a lot of people and money, but lack of educational resources, especially high school education resources closely related to "university entrance exams". A 54% general high rate of nearly half of nine-year compulsory education graduates are blocked from the door of ordinary high schools.

This anxiety penetrates downward, and school district housing has almost become the "only straw", but the housing prices of second-hand school districts with a maximum of over 100,000 yuan/㎡ can only sigh, and the anxiety has further intensified.

The multiple accumulation of anxiety will inevitably have a profound impact on the competition landscape of Suzhou's education and training.

Will Suzhou, known as the "paragraph on earth", be a paradise for the education and training industry?

directory

education and training development background

1 1. Population size: 10.75 million permanent population, the only city in Jiangsu with a population of tens of millions

As of the end of 2019, Suzhou had a permanent population of 10.75 million, of which 8.277 million urban population, an increase of 0.9 percentage points over the previous year; at the end of the year, the registered population was 7.226 million, the registered population was born at 8.68‰, and the registered population was natural growth rate of 2.37‰.

Like previous years, Suzhou was still the city with the largest permanent population in Jiangsu Province in 2019, and it is also the only city in the province with a permanent population of over 10 million, an increase of 28,300 over the previous year, ranking fourth in the province.

Given the particularity of the education and training industry, cities with large populations will always have more advantages.

2. Economic development: Suzhou's GDP beats the other 12 cities, but the growth rate is less than half of the previous year

In 2019, Suzhou ranked first in Jiangsu Province with a GDP of 1923.58 billion yuan, second place higher than Nanjing, the capital of Jiangsu Province.

But as early as 2017, Suzhou's GDP reached 1731.9 billion yuan, reaching 1859.7 billion yuan in 2018, an increase of 127.798 billion yuan year-on-year, with a growth rate of 7.79%. In 2019, the economic growth rate was 3.43%, less than half of the previous year. How to maintain normal economic growth is the main economic problem facing Suzhou at present.

In addition, the Hurun Rich List in 2020 has just been released. Judging from the cities where entrepreneurs live on the list, Suzhou replaced Hong Kong with 70 places to advance into the top six, an increase of 31 places from last year, becoming the city with the most wealthiest and richest in Jiangsu Province.

3. Current status of education: resources are tight, and school district housing has become a "hard currency" for admission to education

Although Suzhou firmly ranks first in Jiangsu in both population and economy, it cannot make up for the shortage of educational resources. The continuous decline in the general high school entrance rate and parents' eager expectations for "taking good college entrance examinations" have made the popularity of school district housing only increase and become a hard currency for admission to education.

. Enrollment policy: Diversified admission policies. The new "3+1+2" model of college entrance examination will be implemented next year.

First look at the admission policies in the compulsory education stage.

On March 12, 2020, the Jiangsu Provincial Department of Education No. 4 "Notice on Doing a Good Job in the Admissions and Enrollment of Compulsory Education Schools in 2020" was officially issued, making specific requirements for the admissions and admissions of compulsory education schools in Jiangsu Province, fully implementing the same recruitment of citizens, and resolutely implementing the admission requirements for exemption from examinations:

schools must strictly implement admissions in accordance with the announced admissions plan and shall not break through the admissions plan. Before enrollment, the education administrative departments of each city, county (city, district) should set the number of enrollment plans for the schools under its jurisdiction in the provincial primary and secondary school student academic record information management system, so that the number of students enrolled is consistent with the number of registered student records, and control the class size according to regulations. The enrollment of special talents will be completely cancelled in 2020.

"School enrollment, students enroll nearby" is the general principle. According to factors such as the number of students of appropriate age in the county, school distribution and scale, traffic conditions, and other factors, the education administrative departments of each city, county (city, district) shall define the scope of service areas for each public school and announce it to the public. In principle, enrollment of students across prefecture-level cities shall not be allowed.

fully implements simultaneous enrollment of public and private schools, and resolutely eliminates early enrollment and top-notch enrollment. The enrollment time is generally scheduled from mid-May to mid-August, and must not be earlier than May 1. The enrollment of private schools is included in the unified management of the approval site, and public and private schools will register simultaneously, enroll and enroll, and register their academic status simultaneously.All schools shall not compete for students through any form of early survey, nor shall they exceed the additional restrictions stipulated by the education administrative department, and shall refuse or disguisedly refuse to register for children and teenagers of appropriate age.

All public and private schools must strictly abide by the " Compulsory Education Law " admission regulations, and do not enroll through written examinations, interviews (talks), evaluations, etc. It is strictly prohibited to use various competition certificates, competition results or grading certificates as the basis for admission; public schools adopt registration or written notice to enroll, and computer random allocation of spare degrees in hot public schools. If the number of registered students in private schools exceeds the number of enrollment plans, all applicants shall be admitted by computer randomly; if the number of registered students does not exceed the number of enrollment plans, all admissions shall be accepted at one time; the enrollment plan of sports and art vocational schools must be submitted to the approved education administrative department and relevant departments for review and approval before it can be implemented. Sports or art subject assessments can be conducted, but cultural subject examinations shall not be organized.

strictly regulates enrollment and class division behaviors, strictly balances the class division, and strictly prohibits the establishment of key classes, fast and slow classes and experimental classes. You must not divide fast and slow classes in disguise in the form of stratified classes. Adhere to standard class sizes and start the grade to enroll students according to the provincial standard class size (45 students/class in primary schools and 50 students/class in junior high schools).

Then look at the admission policy for junior high school to high school.

Suzhou High School Entrance Examination currently has three main ways to go to school: independent enrollment, volunteer application admission ( indicator students admission + unified recruitment) and registration admission. The following focuses on the admission, unified recruitment and independent enrollment of indicator students:

① Indicator students admission

In order to ensure the balanced allocation of educational resources and allow more students to enjoy high-quality resources, Suzhou has begun to implement the indicator student policy since 2013, and all four-star high schools have taken the initiative to allocate part of the admission plan to each junior high school.

Among them, four-star high school refers to a high-level identification implemented by the Jiangsu Provincial Education Assessment Institute for ordinary high schools, that is, four-star high school is the highest level of high schools.

As of this year, Suzhou has 42 four-star high schools, the list is as follows:

Now, the quota of four-star high school students is 70% (including 50% basic indicator + 20% reward indicator), and the candidate's high school entrance examination score must not be lower than the Su High School unified recruitment line; the candidate's high school entrance examination score must not be lower than the minimum control line for the indicator students (the minimum control line for the four-star high school indicator students in Suzhou in 2020 is 613 points). If a student in

wants to be admitted as an indicator, he must meet the following conditions:

·Junior high school student for three years;

·Fill in the indicator student volunteer;

·Score meets the requirements (indicator student control line);

·ranks among the top N in the school (N is the number of indicator students).

②Unified admission

Unified admission is to admit candidates based on their high school entrance examination scores and reach the admission score line according to their wishes. It should be noted that there is only one unified admission score line for the high school entrance examination. When the total score of the high school entrance examination is the same, the Chinese, mathematics and foreign scores are referenced.

③Independent admissions and admissions

Independent admissions refer to a middle school with the right to independent admissions. It sets questions independently, organizes examinations separately, and admits students with excellent junior college courses or good comprehensive qualities, and makes plans for students to have outstanding professional scores after entering high school. Each candidate is limited to applying to one school in this area.

has three requirements for passing independent enrollment:

·pass independent enrollment interview;

·High school entrance examination scores must reach the minimum control score line;

·The position on the interview passing list must be high.

Finally, the college entrance examination policy.

Jiangsu Province has implemented the 12-year "3+2" model and completed its last journey this year.

The examination system of Jiangsu Province is different from other provinces. The total score of 480 only includes three main subjects: mathematics, Chinese and foreign:

Science - Chinese 160, mathematics 160+40, English 120;

Liberal arts - Chinese 160+40, mathematics 160, English 120.

In addition to this, there are two elective courses, which are determined by the ranking. There are six levels in total: A+, A, B+, B, C, D.

A level is in the top 20% (including 20%) candidates (the top 5% is A+);

B level is in the top 20% to the top 50% (including 50%) candidates (the top 5% in the B level is B+);

C level is in the top 50% to the top 90% (including 90%) candidates;

D level is in the top 90% after

D level is in the top 90%.

Of course, Jiangsu's college entrance examination method, which is at the forefront of reform, also has obvious disadvantages. For this reason, in the 12 years of the reform of the college entrance examination, there have been more than once the incident of "the top scorer in the college entrance examination cannot go to the top prestigious schools of Tsinghua and Peking University". For example, this year, the candidate in Huai'an, Jiangsu Province, Bai Xiangling, , who scored 430 points and ranked first in the total score of Chinese, mathematics and foreign countries, was unable to be recruited by Tsinghua and Peking University because of his history B+; in 2019, the first place in science in Nanjing, Jiangsu Province, and was not able to be recruited by Tsinghua and Peking University, and was finally admitted to the University of the Chinese Academy of Sciences through special recruitment; in 2015, the first place in liberal arts and science in Xuzhou, Jiangsu Province, was rejected by Tsinghua and Peking University because of this situation.

The reason is related to the admission regulations of top universities that match the "3+2" college entrance examination method.

For example, in the 2020 "Undergraduate Admissions Charter": When Tsinghua University is admitted in Jiangsu Province, the minimum requirements for the two selected subjects in the academic level test are A+ and A.

Peking University requirements are double A+.

, while most other 985 universities, such as Fudan University , Shanghai Jiaotong University, Zhejiang University, Renmin University of China , etc., require candidates to have the lowest level of A in both elective subjects.

If the candidate has C for the elective course, he will not be able to get one, because the starting point of the first book is BB.

In other words, no matter how good the main subject exam is, if the elective course grade is not enough, it will not be able to enter.

To give an extreme example, if you have a compulsory score of 430 points and two A+ points, you can go to Tsinghua University; but if you have a compulsory score of 430 points, you can only go to private second-tier universities if you have an elective score of 2 C.

Fortunately, starting from the 2021 college entrance examination, Jiangsu Province will officially implement the new "3+1+2" college entrance examination model, with a total score of 750 points. The three subjects of Chinese, mathematics and foreign studies are used in the national papers. Among them, one subject is selected for physics and history, and the original score is included in the total score; two subjects (politics, geography, chemistry, biology) are selected for the total scores with grades. Students must pass the scores in the selected subjects, and this situation may be expected to reverse.

. Current status of education: insufficient supply of educational resources, the 2020 college entrance examination reversed

In 2019, Suzhou City continued to expand the supply of educational resources and optimize the distribution of teaching resources. 80 primary and secondary schools and kindergartens were built and put into use throughout the year, and 73,000 new degrees were added.

As of the end of 2019, Suzhou had 1,682 schools at all levels and types, including 26 general higher education institutions; 1.9581 million students, including 249,000 students in general higher education institutions; 443,400 graduates, including 67,400 graduates in general higher education institutions; and 131,000 full-time teachers.

In addition, Suzhou also pointed out in the "2020 City Education Work Key Points" that it will increase efforts to build, renovate and expand schools, and fully implement the "13th Five-Year Plan" and the "Three-Year Action Plan" school construction tasks. In 2020, the city plans to build, renovate and expand 90 primary and secondary schools and kindergartens, with an investment of about 14.5 billion yuan, and will add about 100,000 new degrees. Among them, the construction, renovation and expansion of 40 primary and secondary schools and kindergartens will be included in the municipal government’s practical projects, with a total investment of approximately 5.58 billion yuan, and about 48,100 degrees will be added. The relevant work will be started for the preparation of the "Special Plan for the Layout of Educational Facilities in Suzhou City for the 14th Five-Year Plan".

From the educational actions in the past two years, it can be seen that Suzhou attaches great importance to the education cause, but it also indirectly reflects the tight supply of local educational resources.

Taking high school education resources as an example, the decline in the general high school admission rate has exposed its tension.

From the perspective of the recruitment plan, the total number of students enrolled by ordinary high schools in Suzhou in 2020 to Suzhou in the city was 11,692, while the total number of junior high schools in the city this year was 21,545. Then, the admission rate of general high school is 11,692/21,545≈54.27%;

The total number of four-star high school enrollment plans in Suzhou in 2020 was 8,353, so the admission rate of four-star high school is 8,353, so the admission rate of four-star high school is 8,353/21,545≈38.77%;

At the same time, the admission rate of the four famous high schools that local parents pay the most attention to - Sugao Headquarters, Xinghai, Xinshi Headquarters, and Suwai is 1605/21,545≈7.45%.

is different from the general high rate falling, and Suzhou's college entrance examination admission rate in 2020 has achieved a major reversal.

mentioned earlier that Jiangsu's college entrance examination has adopted the "3+2" model in the past 12 years, with a total score of 480 points, and a high score of more than 400 points.

In 2019, among the 2,150 candidates with scores above 400, Suzhou only accounted for 141, ranking 7th among the 13 cities in Jiangsu Province. At that time, there were only 148 candidates with scores above 400 in Wuxi Tianyi Middle School ( Jiangsu Tianyi Middle School ) that year. In other words, a city in Suzhou has not taken the entrance examination for Wuxi.

019, Jiangsu had the 10 high schools with the largest number of candidates with scores of more than 400, and Suzhou had only one high school on the list of

. If the proportion of students with scores of more than 400 in the local candidates, Suzhou only had 0.52%, barely squeezing into the top 10 (ranked 9th, ranking behind the relatively backward economy of Zhenjiang and Yancheng ), and was lower than the provincial average of 0.66%.

In 2019, the proportion of high-scoring candidates in 13 cities in Jiangsu Province

. In the 2020 college entrance examination, Suzhou showed a counterattack.

In the 2020 college entrance examination, the number of candidates with scores above 400 in Suzhou soared to 580, the number of candidates with scores above 400 in the province, ranking fourth in the province.

It is also understood that this year, the number of people taking the college entrance examination in Suzhou City has 28,340, and the total number of people who have been online in the first grade of literature and reason has exceeded 14,000. The online rate of the first grade of the first grade is nearly 50%, ranking second in the province, second only to Nantong .

Not only that, Suzhou candidates also have eye-catching performance in other aspects:

·Compact single recruitment single-recruitment Suzhou City's average undergraduate admission rate reached 46.63%, 100% higher than the provincial undergraduate program;

·Suzhou high school graduates were admitted to 1,295 people, including Stanford University, Harvard, Oxford, Cambridge and other world-renowned universities;

·80 students in the city won the first prize in five subject competitions; 16 students were shortlisted for the "Innovation Pilot Class" of the 2020 Youth Class of the University of Science and Technology of China, with the number of shortlisted students first in the province, and the number of high schools in the province;

·The number of four-star high schools ranked first in the province, and the number of famous teachers ranked among the top in the province.

In Suzhou, there is a saying that "the middle school entrance examination is more difficult than the college entrance examination." "Many parents will ask their children to choose vocational high schools after they graduate from junior high school or prepare for their children to go abroad." said Principal Wang from Wuzhong District, Suzhou.

Local parents revealed, "Studying abroad is a way out. One is for students who have not been admitted to high school, and the other is that students with particularly excellent grades will also choose to go abroad."

. School district housing: New policies are implemented, housing prices are high, second-hand school district housing prices reach 100,000+/㎡,

Before, under the dual role of highly developed economy and the low general high school entrance rate, parents with economic strength in Suzhou will choose to let their children study abroad. The first step is to send their children to the top private school "Suwai" (Suzhou Foreign Language School) to study junior high schools, because outstanding junior high school graduates who graduated from this school can be selected to go to Singapore Overseas Chinese High School and Nanyang Girls' High School to study Cambridge High School international courses and enjoy full scholarships, directly go to British and American schools, and all graduates of PGA classes are admitted to key European and American universities. Moreover, in 2007, the school was awarded the International High School Curriculum Examination Center by the International Examination Committee of the University of Cambridge, and graduates of the International High School Curriculum (CIE) can apply to first-class universities in all English-speaking countries.

, and the independent enrollment of this school is generally arranged in April-May, which is a month away from the enrollment time of public schools from May-June. This means that parents who have plans can first let their children participate in the independent enrollment of private schools such as Suwai. If they are not admitted, there will be a guarantee for them.

However, since the "Citizens Recruitment" in 2020, the registration time for public schools and private schools is put together. All schools shall not be enrolled earlier than May 1. The enrollment of private schools shall be included in the unified management of the approval site, strictly enrollment discipline shall be enforced, and enrollment publicity behavior shall be standardized. All schools shall not compete for the source of students through any form of surveying in advance.

and "citizens recruit" also implement "exemption-free admission". All public and private schools must strictly abide by the "Compulsory Education Law"'s admission regulations without examination, and must not enroll through written examinations, interviews (conversations), evaluations, etc. It is strictly prohibited to use various competition certificates, competition results or grading certificates as the basis for admission.Public schools adopt registration or written notice to enroll, and computer random allocation of spare degrees in hot public schools.

In other words, school choice students will become history. In previous years, as long as the children are excellent enough, junior high schools don’t have to worry about the school district. Now it seems that it won’t work.

Therefore, if you want to go to a good school, school district housing has become a hard currency, and from last year to this year, the prices of school district housing in Suzhou have also risen.

Take Xinggang School in the industrial park as an example. The teaching scope of

Xinggang School is the area of ​​Urban Garden 43-84, Shaoshan Garden, and the area west of Xingming Street, south of Modern Avenue, east of East Ring Road, west of Suzhou Avenue (formerly Zhongxin Road), east of East Ring Road, south of Xinsu Road, west of Sujiahang Expressway, and north of Modern Avenue. Including Donggang Second Village, Greentown Garden, Huating Garden, Guidu Garden, Sanxing Garden, Su'an New Village , Donggang New Village (including Yidoushan Road), Xinsuyuan, No. 221--223 Donghuan Road, Loumen Road, etc., as well as residential properties developed and handed over within this scope. Piaoyi Road, Donggang and Su'an campuses are located nearby.

In 2019 and 2020, the average price comparison of second-hand houses in some school districts of Xinggang School was as follows:

From the figure, the price increase of second-hand houses in Suzhou School District in 2020 was about 10,000.

But that's nothing. The average price of Hubin Four Seasons Community in Jinjihu Primary School in the industrial park has exceeded 100,000 yuan/㎡.

4. Higher education: Colleges and universities have rich resources, 66.23% of doctoral students enter the education industry

Suzhou universities have rich resources, with a total of 25 universities, including 8 undergraduates and 17 colleges, as shown in the figure below:

List of 25 universities in Suzhou

Among them Suzhou University is the first batch of universities selected for the national "211 Project" and "2011 Plan". It is jointly built by the Ministry of Education and the Jiangsu Provincial Government . Double First-Class" construction universities, National Defense Science and Technology Industry Bureau and Jiangsu Provincial People's Government jointly built universities. It is a key comprehensive university in Jiangsu Province. It has been selected as the national "111 Plan", Excellent Legal Talent Education and Training Plan, Excellent Engineer Education and Training Plan, Excellent Doctor Education and Training Plan, National High-level University Sent-Terminate Postgraduate Program, National College Student Innovation Experimental Program, National Innovation and Talent Training Demonstration Base, Overseas High-level Talent Innovation and Entrepreneurship Base, New Engineering Research and Practice Project, National Demonstration Universities for Deepening Innovation and Entrepreneurship Education Reform, and Chinese Government Scholarships to Receive International Students in China.

In 2019, Suzhou University graduates provided relatively high talent supplies to the education industry.

According to statistics, among the graduates of Suzhou University in 2019, 59.77% of the graduates stayed in Jiangsu for employment, of which 66.35% of the doctoral students, 73.5% of the master's students and 71.63% of the undergraduate students chose to stay in Suzhou, with high-quality talents accounting for a high proportion.

019 Suzhou University graduates in Jiangsu Province have also 66.23% of doctoral students, 21.91% of master students and 13.92% of undergraduate graduates choose to enter the education career.

019 Suzhou University graduate employment industry distribution

High proportion and high-quality local talent supply will surely draw a strong mark for Suzhou's education.

5. Scientific and technological innovation: High-tech output value accounts for half of the total industrial output value above the scale. The online education market covers

In 2019, Suzhou achieved fruitful scientific and technological innovation results and accelerated the construction of science and technology innovation carriers.

019 research and experimental development (RD) expenditure accounts for 3.25% of the GDP. Fiscal science and technology investment was 18.16 billion yuan, an increase of 19.4% over the previous year. The output value of high-tech industries reached 1659.96 billion yuan throughout the year, accounting for 49.4% of the total output value of large-scale industries, an increase of 1.7 percentage points over the previous year.

has 3,160 national high-tech enterprises identified throughout the year, with a total of 7,052, and 361 gazelle enterprises identified. Five companies have been recognized as the first batch of national-level specialized and specialized enterprises, ranking first in the province. We have successfully established the National Advanced Functional Fiber Innovation Center and become the first national manufacturing innovation center in our province and the only national-level manufacturing innovation center established and built by private enterprises in the country.

Science and Technology Innovation Carrier is accelerating the construction of.During the year, 16 new provincial-level and above engineering research centers (engineering centers, laboratories) were added, with a total of 107; 163 new provincial-level and above enterprise technology centers were added, with a total of 632; 131 new provincial-level and above engineering technology research centers were added, with a total of 852; at the end of the year, 31 provincial-level and above science and technology public technology service platforms, including 2 national-level. A number of R&D institutions such as the Suzhou Research Institute of Nanjing University of Aeronautics and Astronautics, the Suzhou Branch of the Cydie Research Institute, and the Advanced Materials Research Institute of the Yangtze River Delta have been established one after another. 16 professional research organizations in the newly-planned construction of the Jiangsu Industrial Technology Research Institute have settled in Suzhou, ranking first in the province. At the end of the year, there were 118 provincial-level and above science and technology enterprise incubators, with an incubation area of ​​3.9792 million square meters. 34 new provincial co-creation spaces were added, and 264 provincial co-creation spaces were added at the end of the year. More than 4,000 innovation teams have been incubated in various crowd-creation spaces.

not only has rich scientific and technological innovation achievements, but Suzhou also continues to increase its efforts to attract and educate talents, especially high-tech talents.

At the end of 2019, the total number of talents of all kinds in the city was 2.9344 million, including 269,800 high-level talents and 648,000 high-skilled talents. There were 12 new candidates for the national major talent introduction project, with a total of 262 people, including 135 entrepreneurial talents. 112 new provincial "double innovation talents" have been added, with a total of 985 people. At the end of the year, there were 11 international maker cultivation centers and 4 domestic maker cultivation centers in the city. Build a new model of recruiting talents and intelligence that "accelerates incubation from other places and local implementation and transformation".

The continuous development of scientific and technological innovation hardware and talents has also laid the foundation for the combination of Suzhou's education and technology.

In 2019, Suzhou's online education center project achieved market coverage, Suzhou was included in the list of national smart education demonstration zone cultivation and construction, and the integrated development strategy of famous cities and universities was implemented in depth. Nanjing University and Northwest Polytechnical University built a new campus in Suzhou, Suzhou University Future Campus, West Jiaotong-Liverpool University Taicang Campus, and Kunshan Duke University Phase II started construction.

Analysis of local leading institutions

In Suzhou, there are 4 more representative local leading institutions (regardless of ranking) - Tengda Education, Sanliuliu Education, Susheng Education and Pan American Education.

Let’s analyze it in detail below.

111. Tengda Education

1. Basic information

Tengda Education Group was established in March 2009. It is headquartered on the 18th floor of the North Building, Runjie Plaza, No. 9 Dengwei Road, High-tech Zone, Suzhou City, Jiangsu Province. It is a large-scale brand education chain institution specializing in 1-to-1 personalized extracurricular tutoring in primary and secondary schools. After more than 10 years of rapid development, the company has established branches in cities such as Suzhou, Wuxi, Changshu, Zhangjiagang, Kunshan, and Hefei, and the branch campuses are steadily expanding to the surrounding areas every year. Tengda Education now has 11 campuses in Suzhou, namely Suzhou Tongjing Road Campus, Hi-Tech Campus, Ganjiang East Road Campus, World Trade Campus, Tongyuan Road Campus, Xiangcheng District Campus, Kunshan Campus, Changshu Jinshajiang Road Campus, Changshu Yellow River Road Campus, Zhangjiagang Flagship Campus and Zhangjiagang Central Campus.

Tengda Education adopts the "N-to-one tutoring model", that is, a student = teaching teacher + psychology teacher + potential technology developer + learning manager. Each child is taken care of and educated by the center teacher, so that the child can receive responsible, systematic guidance and help that suits his/her personal characteristics; the teacher can see the various subtle changes, progress, and various physical and emotional situations of the children he/she they are taking care of during the entire training process, and thus constantly adjust his/her training methods, teaching progress and educational goals.

has created a special eight-step method for education, and is developed by exclusive domestic teachers to accurately grasp the direction of tutoring and solve problems encountered in exam preparation: in class type

, there are both 1-to-1 tutoring, 1-to-3 group classes and high-quality small class classes for 5-8 students.

2. Main marketing model

① Make good use of low-priced classes

Open the Tengda Education official website, and a pop-up window for 1-to-1 experience courses will pop up for 60 yuan to study for the whole month and 99 yuan to rush to buy 1-to-1 experience courses, attracting traffic for regular courses.

② Focus on teaching and research

Tengda has its own strong faculty team and has been deeply involved in the education industry for 11 years. The teachers are all from professional schools, have rich practical teaching experience, and have self-written teaching materials. The campus weekly teaching and research, and the regional weekly teaching and research are constantly polishing classroom teaching and research to understand the latest policies for the college entrance examination.

③ Create a new media matrix

Tengda Education has a WeChat public account and Douyin, which is good at using new means to shape the brand of institutions and lay the foundation for the recruitment and traffic of institutions.

④ Focus on service

In the talent recruitment column, you will find that in addition to teachers, the highlight of Tengda Education recruitment is education counselors and class teachers. They are positions involving home-school communication, student management and service. There are also psychological counselors to serve students from a deeper level and enhance the stickiness of home-school relationships.

⑤Open franchise authorization

In June 2019, Tengda Education officially opened the national franchise authorization, creating industry influence while forming brand support and influence on Toc tutoring business.

2. 3666 Education

1. Basic information

66 Education Group was established in 2008. It has been focusing on extracurricular tutoring in Kunshan primary and secondary schools for 12 years, and has accumulated local education and teaching experience. It has been committed to one-to-one personalized extracurricular tutoring and learning ability cultivation in primary and secondary schools.

currently has more than 90 full-time employees and has a certain scale and popularity in the Kunshan training industry.

has 1-to-1 primary and secondary school subject training, education and teaching research institute, high-end English brands Aishang English for people over 6 years old, the stewardship department of the school, and the meeting famous teacher project related to art, cultural and creative, and training.

Among them, there are 8 campuses in Suzhou, a total of 1-to-1 training business for primary and secondary schools - Ganjiang Road Campus, Pingjiang Campus, Kunzhong Campus, Kunnan Campus, Kunbei Campus, Kundong Campus, Xiangcheng Campus and Guihua Campus. In addition to other business campuses, there are currently 30 campuses.

2. Main marketing model

① Online and offline promotion

Sanliuliu Education has its own market and marketing team, which is promoted online through channels such as Moments, Weibo, Baidu, etc., and expands the market offline by placing platforms, distributing leaflets, and doing activities.

②Externalization of teaching effects

66 Education official website, there is a teaching display column, which is used as a display of teaching results and excellent cases, and enhance parents' trust.

In addition, lesson plan examples and analysis versions of Suzhou high school entrance examination papers in previous years will also be displayed.

③Teaching and Teaching and Research System

In order to carry out teaching research efficiently, carry out various teaching training, improve the group's teaching quality, and strengthen the construction of the teacher team, Sanliuliu Education has established an education and teaching research institute, with its own teaching and research expert team, hires a team of graduated teachers from famous universities, well-known teachers, and senior subject experts, and has many years of experience in setting questions in the middle school entrance examination, and guides students' national competitions.

④Low-priced high-quality courses

In addition to focusing on teaching, research and services, low-priced classes are also the main marketing model of Sanliu Education, as a channel for attracting students, such as 366 yuan 4-hour 1-to-1 tutoring.

3. Susheng Education

1. Basic information

Susheng Education was established in 2016. It is a general extracurricular training institution for primary and secondary schools. It is a team of special teachers, subject leaders, winners of subject classroom teaching in Jiangsu Province and even the country, and outstanding educators.

has 5 campuses, namely Oriental Gate Campus, Cultural Palace Campus, Shishan Road Campus, Fangzhou Road Campus and Vitality Island Campus.

2. Main marketing methods

① Public account

Susheng Education has two major public accounts [Susheng Parents' Club] [Susheng Education]. As an outlet for trial classes, campus course registration, admission consultation, and teacher introduction, it maintains stickiness with parents and shapes the institutional brand in the long term.

②Free educational content

Susheng Education holds expert lectures, free trial courses, competitions, charity activities, educational hotspots, and zero-distance activities for famous teachers, to meet the needs of parents and students and help enhance customer trust.

③Promotional Activities

Susheng Education has a rich variety of course registration forms, such as group registration discounts, registration discounts of 1,080 yuan, 3 free courses exclusive to freshmen, and 68 yuan to 1,260 yuan in freshmen's welfare. It is worth noting that Susheng Education provides free courses for children of heroes who fight the epidemic during the epidemic.

4. Pan American Education

1. Basic Information

Pan American Education was established in 2000 and was founded in Zhangjiagang City, Suzhou. It is committed to providing high-quality extracurricular tutoring for students aged 3-18. It is currently one of the largest comprehensive sex education chain institutions in southern Jiangsu Province.

The training programs currently offered by Pan American Education include English listening and speaking special training, workplace business English, Playway Children's English, Cambridge Children's English, Youneng Middle School English, special new concept English, Youneng Middle School General Program, Happy Rubik's Cube Composition, and one-on-one professional tutoring for all subjects of primary and secondary school students. It has served more than 100,000 students in 20 years.

class type mainly includes 1-to-1, multi-person small class and stratified class.

Pan American Education currently has 13 branches, namely Zhangjiagang Chenghang Campus, Daxin Campus, Gushan Campus, Jinfeng Campus, Jingang Campus, Shengyuan Campus, Huafang Campus, Jinghua Campus, Wanda Campus, Huachang Campus and Wentai Campus.

2. Main marketing methods

1① class consultation pop-up window

Enter the Pan American Education official website. What you can see everywhere is the pop-up window of online customer service invitation consultation and independent appointment for free trial classes, attracting traffic for regular classes.

②Old new promotional activities

Pan American education group newspaper and old new registration classes have high discounts. On the basis of ensuring the quality of teaching, it can stimulate the introduction, old new leadership, and efficient enrollment.

③ Self-developed teaching material system

Pan American Education has more than 300 senior teachers. After 20 years of school management, it has compiled a textbook system that is more suitable for local students and adopts layered teaching. Through the macro-layering of teaching content, the layering of teaching key points and difficulties, and the layering of teaching links, students' learning effect is guaranteed to the greatest extent and shaping teaching reputation and institutional brand.

5. Analysis of local institutions marketing model

Overall, the marketing model of local institutions in Suzhou is mostly the current mainstream model:

. Website pop-up

The websites of the first four institutions basically have consultation and free class guidance bullet windows to attract parents' attention as soon as possible and lay the foundation for enrollment and traffic.

. Low-priced classes and free information

Whether it is a public account or a website, local institutions will set up various low-priced classes, experience classes and free information to improve the stickiness of home and school while enriching the student traffic pool.

. Create a teaching and teaching and research system

Institutions with faculty and economic strength will put more effort into teaching and teaching and research, and even write textbooks, such as Tengda Education, Sanliuliu Education and Pan American Education.

6. Analysis of local institutions expansion model

Judging from the development trends of the first four representative local institutions, local institutions have strong expansion ambitions and generally the same path:

. Open branches

Whether it is Tengda Education, Sanliu Education, Susheng Education or Pan American Education, there are branches in different regions of Suzhou, and Susheng Education, with the least of the four, there are also 5 branches.

. Expand the product system

vs. 4 representative training institutions, their products are systematic. When the institution was opened, it started from a certain sub-field. After it became bigger and stronger, it expanded the product system and developed into a comprehensive training institution.

.Tob franchise and invest in

Last year, Tengda Education officially opened up the national franchise authorization, opening up the expansion at the B-end level. Not only Tengda Education, but Sanliuliu Education also has its own exclusive investment company to invest and empower institutions in the education field.

Education and Training Market Analysis

111. Suzhou Education and Training Market: Training is very popular, and children's English training has become a "hot commodity"

According to the survey, the Suzhou education and training market generally presents two major characteristics:

. Training is very popular

Although the education department has repeatedly managed off-campus training in the past two years, the popularity of the education and training market has not decreased. This is related to the rich local training categories and diverse marketing methods. Among them, the most critical reason is the good training atmosphere and the parents' educational anxiety, such as parents' mentality of hoping that their children will become dragons and girls will become phoenixes; other people's children are all in the process, and their own children will not be able to keep up.

As of May 2019, the number of certified institutions in Suzhou has increased to 729, twice the previous year.

. Children's English training has become a "hot cake"

With the increasing market demand, off-campus training subject segmentation has become diversified, from traditional Chinese, mathematics and English training, musical instruments, painting, dance, sports and other interest classes, to new courses such as Chinese studies, programming, models, tea ceremony, equestrianism, and ice skating. Among them, children's English training has always been the "hot cake" in the training classes.

survey data shows that among the extracurricular tutoring classes attended by preschool children, the proportion of English training is as high as 67.57%, and among the extracurricular tutoring classes attended by primary school students from grades 1 to 5, the proportion of English training is as high as 62.75%, far higher than other training subjects.

"In recent years, the demand for studying abroad has been increasing, and the golden period for training institutions to vigorously promote language learning is 0 to 12 years old, which has gradually become younger and the price of children's English training has also risen." Principal Wang of Gusu District introduced, "At present, general children's English training institutions have an hour of training costs about 200 yuan, and a year costs about 20,000 yuan."

2. Foreign giants: New Oriental . Xueersi is prosperous, but it is not a disaster

10. In the early 120th century, New Oriental and Xueda entered Suzhou, which had a great impact on the local market. As time went by and the continuous update and iteration of product types and forms, Xueda education gradually declined.

Xueersi, who entered Xueersi for two years after Xueersi, obviously left Suzhou Xueersi tightly behind.

Now, what kind of living conditions are these three foreign giants in Suzhou? Let’s take a look at

together.

1. New Oriental

(1) Basic information

Suzhou New Oriental School is the 27th branch of New Oriental Education Technology Group. It was established in June 2006. It has opened teaching points in Gusu District, Wuzhong District, Industrial Park, High-tech Zone, Wujiang District, Xiangcheng District, Changshu City and other areas. Its business covers high-end early childhood education, primary and secondary education, study abroad examination training, study abroad and other fields. It is a comprehensive education and training school. It has more than 2,500 faculty and staff so far and has served 700,000 students.

's business segments are mainly:

Children's Education Section: New Oriental Bubble Children's Education

focuses on providing teaching and training services for children aged 3 to 12, providing educational resources for children, and providing scientific family education guidance for parents.

·Secondary Education Section: New Oriental Youneng Middle School Education

focuses on middle school education including primary school graduates to high school graduates. According to the characteristics of the different growth stages of middle school students, relying on technology products and learning tools, we provide diversified training courses in Chinese, mathematics, English, physics, chemistry, biology, etc., including class courses using progressive visual teaching system products and 1-to-1 courses using learning management system products.

·Study Abroad Examination Section: New Oriental Study Abroad Examination Training

provides training courses such as IELTS, TOEFL, SAT, GRE, GMAT, ACT, AP, International English Experimental Class, Alevel, etc.

·Study abroad section: New Oriental International Study Tour

Chinese teenagers in the growth stage of world outlook, outlook on life and values ​​provide study tour opportunities.

·High-end early childhood education section: New Oriental Slim International Education

focuses on STEAM education for high-end young children aged 3-12 years old. Based on the educational concept, it integrates language education that conforms to the growth of Chinese children.Focusing on international children's English, mathematical logical thinking, and STEAM programming courses, the product aims to cultivate children's language thinking, creative thinking, spatial imagination, logical thinking, scientific spirit, hands-on ability and core literacy.

There are 52 New Oriental branches in Jiangsu. Tutoring in primary and secondary schools mainly focuses on group classes and large classes. The class fee is 800 yuan/5 classes (1 class = 2h), while the group class fee is relatively high, at 3,200 yuan/10 classes (1 class = 2h).

(2) Main marketing model

① "Start in English" brand effect

New Oriental started with English, and the hot market of Suzhou English, coupled with the brand effect of national giants, New Oriental has undoubtedly taken the opportunity to ride in the Suzhou education and training market.

②Enterprise grade drainage

Suzhou New Oriental's entrance grade has dropped to 3-year-old children. Coupled with the brand effect of the New Oriental English giant, it has great advantages whether it is the occupation of parents' minds or subsequent upward training expansion.

③Stories of famous teachers, shaping the branch brand

. On the official account New Oriental Suzhou School, there is a character column, which mainly tells the stories of teachers in the children's department, junior high school and high school. While creating the reputation of teachers, it also narrows the distance between Suzhou branch and local parents.

④Free data drainage

On the official account New Oriental Suzhou School, parents can also receive free data for kindergarten, junior high school, primary school general and junior high school general. However, the way to obtain is that parents need to fill in their children's name, grade, school, and contact information. It is a clear meaning as a drainage entrance for students.

⑤ Marketing Team

Industry insiders revealed that Suzhou New Oriental has a special marketing team that organizes marketing activities, telephone invitations and Mobai to recruit students.

2. Xueersi

(1) Basic information

Xueersi Suzhou Branch was established in 2011. There are now 19 branches in Suzhou:

The main business sections are:

Kindergarten small class - mathematics, Go;

Kindergarten middle class - mathematics, Chinese, Go;

Kindergarten large class - mathematics, English, Chinese, science, comprehensive, Go, international;

Primary school 1 to Grade 2 - Mathematics, English, Chinese, Science, Comprehensive, Go, Education, International;

Primary School Grade 3 to 6 - Mathematics, English, Chinese, Science, Comprehensive, Education, International;

Grade 1 - Mathematics, English, Chinese, Politics, History, Comprehensive, International;

Grade 1 - Mathematics, English, Chinese, Politics, History, Comprehensive, International;

Grade 1 - Mathematics, English, Chinese, Physics, Politics, History, Comprehensive, International;

Grade 1 - Mathematics, English, Chinese, Physics, Chemistry, Politics, History, Comprehensive, International;

Grade 1 - Mathematics, English, Chinese, Physics, Chemistry, Biology, Geography, Politics, History.

class type mainly includes 8-person classes, 1-on-1 and small classes. The charging standard for class

is 1680 yuan/7 classes (1 class = 1.5h), 2160 yuan/9 classes (1 class = 2h) or 2400 yuan/10 classes (1 class = 2.5h).

(2) Main marketing method

①Parent help

Handling before Xueersi Peiyou settled in a city, and Suzhou was no exception. With the help of the potential energy of the parent helper, coupled with the support of free materials and test paper evaluation and other drainage methods, Xueersi quickly achieved scale.

②Enterprise Grade Driving

Xuesi In Suzhou, the entrance grade of mathematics and Go started to penetrate from the two subjects of kindergarten small class. Like New Oriental strategy, it has obvious advantages in parents' mental occupation and upward expansion.

③Marketing team

Xueersi also has its own special marketing team, organizing online and offline enrollment actions.

④Official Account

public account Xueersi Suzhou Branch carries course introduction, freshman diagnosis, subject knowledge, educational hotspots and other content. Whether it is freshman drainage or old students to continue classes, they can quickly match the needs.

3. Xueda Education

(1) Basic information

Xueda Education Suzhou Campus was established in February 2009. There are now 18 branches in Suzhou.

Xueda Education customizes personalized tutoring content for students based on students' different learning stages, subject characteristics and tutoring needs. Including: personalized 1-to-1 simultaneous tutoring for each subject in the school, personalized entrusted tutoring for candidates with weak basic knowledge, examination lectures and mock exams, preparatory course tutoring for summer vacation, single or general subject intensive students for senior students, and training for junior high school students to junior high school.

According to the different teaching organizational forms, the model of Xueda Education includes 1-to-1, group teaching and class lectures and other teaching forms.

(2) Main marketing methods

① Discipline evaluation and drainage

public account Suzhou Xueda Education has a discipline evaluation and consultation appointment window, which serves as the entrance, carrying the role of drainage.

②Low-price free class

Suzhou Xueda Education has a mini program where parents can receive free classes, experience classes, coupons, and participate in low-price group buying and other activities.

"Studying in the past few years is OK, but now it has shrunk." Teacher Lao from Gusu District concluded that this is also a consensus among local industry insiders.

Xueda Education declined, and the two giants of New Oriental and Xueersi are booming, but this is not a disaster for most local institutions. "Although many parents also recognize the brand of New Oriental and Xueersi, they will not be particularly impacted in terms of student sources, because our small institutions also have the characteristics of small institutions, and parents are not blind when choosing institutions. Every semester, my students will flow to New Oriental and Xueersi, and New Oriental and Xueersi students will flow to me."

Teaching and Training Role Analysis

11 1. Student/parent portrait: The annual training cost exceeds 60,000 yuan, and education anxiety upgrade

. More than 30% of family training costs between 2,000 and 5,000 yuan/month

Industrial Park Ms. Song paid her son some time ago for the second half of the year for training institutions, mainly in English and Chinese, with classes three times a week, and the fee after a discount of 25,000 yuan. "No one at home takes care of his children during the summer vacation, so he sent him to a summer class, and the cost for two months will be about 5,000 yuan." In addition, there are piano classes and mathematics classes, so the cost of signing up for training classes in a year will exceed 60,000 yuan.

The cost of Li Qing in fourth grade is similar. She usually teaches Chinese, mathematics, foreign and guitar, and she also signs up for summer classes such as English, guitar, host, swimming, and taekwondo during the summer vacation. "After a year, there will definitely be 30,000 or 40,000 yuan."

Suzhou urban residents' consumer price monitoring survey shows that from 2016 to 2018, the annual increase in extracurricular education expenses was 16.9%, 9.6% and 6.6% respectively. After the special governance of off-campus training, the increase in institutional fees was even more obvious. According to a recent survey by the municipal education department, 6 of the eight training institutions have increased their fees in the past year, with an increase of about 10%. The rise in

training costs has increased the spending on extracurricular training for families. Survey data shows that 33.33% of families spend between 2,000 and 5,000 yuan per month on extracurricular tutoring.

. Parents' anxiety in education is intensifying, and there are two reasons why

Parents invest more in their children's education. As long as they have good grades, the money will be worth it. However, the current education situation in Suzhou has not made parents as they wish, and their anxiety continues to intensify. There are two reasons:

① Without comparison, it will not hurt

As the number one in the province's economy and population, Suzhou has superior employment opportunities. Many parents of foreign top students settled in Suzhou due to work reasons, especially the parks and new areas. Most of the "new Suzhou people" have bachelor's degree, master's degree, or even doctoral degree. Seeing the high-scoring results of the Suzhou college entrance examination, they will naturally worry about their children's future educational environment.

②The growth trend of college entrance examination results cannot keep up with the rise in school district housing prices

Suzhou Education Province is medium in the province, but the housing prices in school districts are high.

Xinghai second-hand houses 60,000+/㎡, new second-hand houses 50,000+/㎡, and even if Zhenhua, which is old and dilapidated in the city, has gone 40,000+/㎡, parents are working hard and working hard to school district houses, but the college entrance examination results are not good. Although Suzhou’s college entrance examination results counterattack this year, the counterattack trend cannot keep up with the rise in school district housing, so it is not surprising that anxiety is intensifying.

2. Institutional portrait: The atmosphere of interest classes in primary school is strong, and online large-class classes are more popular in townships

. The atmosphere of interest classes in primary school is strong

Compared with other cities, nearly 85% of parents in primary school in Suzhou will sign up for their children to their interest classes. The main reasons are:

·Public schools are highly praised by public schools. Generally, public schools have some art clubs, and Suzhou's exams are not particularly traditional. Therefore, most children in primary school will choose to go to interest classes;

·The burden of cultural classes for primary school students is lighter, and they have time and energy to cultivate more interests and develop comprehensively;

·The atmosphere of interest classes accumulated over a long period of time, coupled with the parents' follow-up mentality, is affected by the psychology of "being enrolled by other children, my children must also apply."

In addition to the characteristics of enrolling classes in primary school, the performance of online live classes in Suzhou is also quite distinctive.

. Online live course: Parents are not well accepted, and they are more "eat-to-eat" among township parents. "After the baptism of online courses during the epidemic, parents generally have low acceptance of online courses. After the offline resumption, most parents still choose to return to offline tutoring." Teacher Song from Wuzhong District explained, "Because there is no choice during the epidemic, students with lower grades or poor self-control not only have their grades not improved, but some have also regressed. Therefore, as soon as the offline classes resume, 99% of the students in our institution have returned."

Teacher Lu from Gusu District agrees deeply, "Although online classes are a trend now, it does not have much impact on the source of students in primary school. First, online classes have a great impact on children's vision, and second, the main lecturers and service teachers of online classes are indeed unable to compare with offline teachers for the time being, because after all, the offline experience will be better. Third, children take online classes and parents need to spend a lot of time with them to study. This is not very realistic for the working class."

But this is a different scene in the eyes of township parents.

"Compared with the city, parents in our towns are happy to sign up for online classes. Last semester, our institution lost several students to sign up for online classes." The reason is that Mr. Wang from 彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩杨彩� The district has signed up for classes and will not participate in training in our town. "

Prospects Analysis of the Education and Training Industry

11. Advantages and disadvantages

. Advantages

·Suzhou is Jiangsu Province's economy and population No.1, and the education and training industry has strong potential to develop;

·The regional distribution of educational resources is relatively balanced, which is conducive to the sustainable development of the education and training industry;

·Parents' emphasis on education The continuous rise of education expenditure provides a breeding ground for the development of the education and training industry;

·Suzhou's general high rate is low, and the educational anxiety is intensifying, which forces the demand for the education and training market to gradually become clear and amplify;

·Suzhou has high-quality university resources, and a high proportion of high-quality graduates choose to enter the education industry, laying a talent foundation for the development of the Suzhou education and training industry;

·Online Online classes harvest some township parents, and the Suzhou online course market has been torn apart;

·The importance of local institutions on teaching and research and teaching is conducive to creating competitive barriers for local education and training institutions

·The "ambition" and actions of local institutions to go global will further feed back to the development of Suzhou's education and training market and industry;

·The development and penetration of foreign giants in Suzhou will have a positive effect on the healthy development of the local market and also bring more reference experience to the further development of local institutions.

. Disadvantages

·The supply of educational resources in Suzhou cannot keep up with the pace of economy and population, education development is insufficient, and the contradictions are prominent;

·Foreign giants are prosperous in Suzhou, dividing up the development share of local institutions;

·Most parents do not have enough awareness and recognition of dual-teacher classrooms and online classes, and the development of online education still has a long way to go;

·The children's market training is more popular than other disciplines, and the discipline development is unbalanced, which is not conducive to the long-term and balanced development of Suzhou's education and training market.

2. Prospect analysis

. Mainstream track

In the future, the mainstream track of education and training in Suzhou will still show that children's English and cultural courses will go hand in hand. Elementary school is mainly based on interest and cultural categories, while junior and senior high schools are mainly based on cultural courses.

. Product model

Although Suzhou online education has been torn apart at present, given that parents' understanding and recognition of online education are still weak, new product models such as dual-teacher classrooms and online classes are still a long time before the market matures.

. Teaching and Research Barriers

Suzhou local education and training institutions attach great importance to the polishing of teaching and research and teaching systems, which will become an important focus for local institutions to compete with foreign giants.

. Competitive pattern

Looking at the Suzhou education and training pattern, the development of foreign giants is relatively better. However, with the continuous supplementation of local educational resources and the growth of the teaching and research system with local characteristics, local institutions will be equal to foreign giants.

looks forward to the early arrival of this day.