The trend of artificial intelligence continues, and STEAM education has become an upsurge in the field of teaching aids. How can the market for teaching aids make a difference?
The policies continue to be implemented, the new generation of parents are increasing, the educational concept and the level of education are improving, and the focus on the cultivation of children's comprehensive quality is increasing. In an environment where the concept of education is upgraded, parents want to find a balance between games and education for their children rather than being occupied by electronic screens. Therefore, 'education through fun' has gradually become a 'keyword' in the toy industry and the education industry.
As the main battlefield of 'education through fun, To provide a better play experience for children in the millennium era. Whether it is for practitioners or consumers, such 'good things' are attractive enough for them.
STEAM education becomes a boom in the field of teaching aids
According to public information, the total retail sales of China’s toy and game market has increased from more than 100 billion yuan in 2013 It has risen to more than 300 billion yuan in 2018. On the online platform, the sales proportion of educational toys for the 'top player' in the play and education category has also shown an upward trend year by year. At the same time, in September 2015, the Ministry of Education issued the 'Guiding Opinions on Comprehensively Promoting S (Science) T (Technology) E (Engineering) A (Art) M (Mathematics) Educational Informatization Work during the 'Thirteenth Five-Year Plan' period ( Draft for comments)Since then, playing with teaching aids has opened a brand new door.
The strong wind of STEAM education is coming. Data shows that in March 2019 alone, in the 38 financing incidents in the education industry, 5 companies are doing STEAM-related, of which the Whale Robot’s Pre-A round of financing reached tens of millions of RMB.
In the toy industry, Lego is the best example of combining toys with education. Lego Education was established in 1980 to drive education with toy products and services. Both simple building blocks and high-end smart toys are reflected in the educational scene. It is understood that Lego Education currently cooperates with four domestic educational institutions in teaching, research and marketing, and its business covers at least 5,000 kindergartens. The combination of education and toys can not only expand the influence of the brand in a precise circle, but also get the most direct feedback from users, thereby facilitating the iterative upgrade of toys.
Domestic A-share listed toy companies Qunxing Toys and Aofei Entertainment have been looking for connections with the education industry from different angles. On July 18, 2018, Qunxing Toys set up an Mu0026A fund to acquire kindergartens and expand its toy business; Aofei Entertainment is committed to deriving its head IP into pre-school education products, thereby adding value to its own IP. Although domestic toy companies and education companies are unable to have a second Lego for the time being, the 'play and education' system has begun to take shape.
Playing and teaching should be more than 'programming' and 'robots'
However, as far as the current toy market is concerned, the development of the intelligent age and the hot Internet make STEAM resources most Leaning towards 'TThe tuition fee of several thousand yuan or even tens of thousands of yuan has actually made STEAM education lose its original meaning. How to reflect the value of education through toys, and integrate the cut traditional education system together is the development focus of the industry. High-end technological thinking can indeed add color to the play education industry, but the significance of playing teaching aids is not only here. From the relationship between numbers and graphics, hands-on practical skills to the cultivation of abstract thinking, all elements should be used to fill the scarcity of education.
The consumer audience in the play teaching aid industry is more young children, so the high-tech educational robot market may not cause the market to become popular. What children really love may be adding a little intelligence factor. Low-end toys. In the consumer terminal, the concepts of educational products and toy products are confused, so for the enterprise itself, the benefits of the exploration of scene-based needs are much higher than the research and development of technology.
As non-necessities of life, the demand for the toy market is more created. Product creativity + added value can create a new market space, and the domestic population base is relatively large. The economic development in recent years The investment in education to drive family consumption is increasing substantially, and the huge consumption potential behind playing teaching aids is even more promising.
As the weight of overall quality is getting higher and higher, art (A) may become the next growth point in the field of play education. And for playing teaching aids, the future development should not be limited to high-end and technological direction. In the process of guiding education, let the children really participate in the thinking process, and promote the transition from a single subject learning to a comprehensive interdisciplinary work method. Only by adding creative elements through artistic thinking, can the children integrate it into a coherent Overall, from the perspective of comprehensive application, improve the actual problem-solving ability.
Relying on the toy industry and the education industry as the background, it is possible to play teaching aids in multiple dimensions. According to estimates by China Educational Equipment Procurement Network, domestic purchases of play teaching aids within the scope of kindergartens alone will reach 27 billion yuan per year. This shows that the market potential of play teaching aids will gradually emerge during the opening of the second-child policy.
But for toy companies, competition not only comes from within the industry. The development speed of technology companies will continue to increase the technical threshold of high-end toy teaching aids. Early education companies will also try their best to fight for children’s time, so I think To get a piece of cake in this market, a broader idea is needed.