Physical education after double reduction: 100 billion market joy and worry
The grand opening of the Beijing 2022 Winter Olympics began on The night of February 4.As early as 2015, when Beijing bid for the 2022 Winter Olympics, China made a solemn commitment to —— to “encourage 300 million people to participate in ice and snow sports”.Now the goal has moved from vision to reality, with 346 million people participating in ice, snow and ice sports nationwide.
From the national strategy of building a sports power, to the solid policy of sports performance into the high school entrance examination, coupled with the successful holding of the Winter Olympics, physical education, is gaining more and more attention.After the “double reduction” landing, the physical education track more crowded into many runners, both deep years of segmentation giants, but also just entered the players.
But the industry has both a positive future and an uncertain future.”Double reduction” does not mean that physical education institutions as quality education can grow brutally. On the contrary, physical education institutions also face strong supervision in terms of qualification and capital, and are playing a test of their own internal skills under the impact of waves of the epidemic.
At present, the overall market of children’s sports training is absolutely dominated by students in primary and secondary schools. The market potential user base is large, but the penetration rate and consumption level are relatively low.According to the Duowhale Education Research Institute, China’s children’s sports training market will exceed 130 billion yuan to 2023.
Source: Multi-Whale Education Research Institute
The 2022 China Quality Education Industry Report
Behind the hundred billion market, the policy leads.In 2014, The State Council no. 46 issued Several Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption, encouraging social capital to enter the sports industry and further expanding the investment and financing channels of the sports industry.Since then, the capital boom began to surge in the physical education industry.
Data show that in 2015, sports-related companies raised 217 cases, with a total amount of 6.5 billion yuan.In 2016, the financing number of sports-related companies reached 242, and the total financing amount reached 19.9 billion yuan, the peak in the past five years.
Source: Multi-Whale Education Research Institute
The 2022 China Quality Education Industry Report
Jin Xing, founder and president of Dongfang Qiming, believes that the release of Document 46 is an obvious cut-off point.So far, the national fitness has become a national strategy, and the development of China’s sports industry has entered the embryonic period in the real sense, and gradually entered the stage of rapid development.
In August 2021, the State Council and issued the national fitness plan (2021-2025), put forward eight aspects, including increasing the national fitness facilities, national fitness events, promote scientific fitness guidance service level, stimulate sports social organizations, promote key crowd fitness activities, promote the development of sports industry, promote the development of national fitness integration, build the national fitness wisdom service, etc.This policy document has once again directly driven a new round of growth in China’s sports industry.
At the level of school education, since the reform of the high school entrance examination in 2021, all localities have raised the physical education examination scores in the entrance examination, physical education has received considerable attention to the main course, and the demand for youth physical education began to increase in large volume.
At present, the physical education examination has been widely implemented across the country, and the score is between 30 and 100 points. Since 2021, the physical education examination score in most provinces has increased, and the increase is large.Yunnan province has raised its score for the physical education examination to 100, the same score as Chinese, math and English.Other provinces are also gradually adjusting and optimizing the evaluation content and score of sports quality. Henan province has increased to 70 points, Guangzhou from 60 to 70 points, and Beijing from 40 to 70 points.
At the level of public awareness, the attention to the physical and mental health of teenagers is one of the driving forces for the rapid development of physical education.In addition, the epidemic in the past two years has also made people more aware of the importance of physical fitness.
Source: Multi-Whale Education Research Institute
The 2022 China Quality Education Industry Report
The superposition of various factors has boosted the development of physical education.”Physical education is starting at a new starting point for rapid development,” Jin said.Zhang Tao, CEO of Wanguo Sports, believes that although there are no less than 50 documents promoting the development of sports industry, the current development level of domestic sports industry lags far behind foreign countries and belongs to the primary stage of development.Simple policy benefit is not enough. Due to the weak foundation of the national sports industry, it is necessary to try more commercial ways to promote and popularize physical education.”The lack of sports industry culture in China also leads to a small population of sports consumption and the weak development of the sports consumption market.」
Zhang Tao further analyzed that the development of physical education, it is necessary to develop the sports industry, to firmly grasp the cultivation of sports population and consumer market, especially from the cultivation of youth market, from vigorously developing youth social sports organizations, to lay the foundation of the future sports population.Without the great development of the sports industry, other related industries will only become water without a source and a tree without roots.
Look at the education and training industry again.In July 2021, the “double reduction” policy was implemented, and the industry changed greatly.At the same time of subject training encountered heavy hammer, more and more institutions began to increase the layout of quality education.Physical education, as one of the important tracks in the field of physical education, is re-examined.
But many practitioners still have mixed feelings about the development of the sports industry.Happy is the policy encouragement and support, the market future can be expected, physical education is finally no longer neglected.
One of the main manifestations is that during the weekend, winter and summer holidays, the “double reduction” policy forbids the subject tutoring, and the number of students participating in physical education during the holidays has increased.At the same time, because the preschool primary school education is banned, the number of preschool children to participate in physical education has increased.
In addition, the new transition, into the physical education is not a few.According to the China Sports News, a survey on the direct newspaper platform of the Ministry of Education shows that 92.7 percent of schools across the country have carried out art and sports activities since the policy was implemented.Institutions and companies that have previously engaged in discipline training have tilted their business to the physical education industry, including New Oriental, Good Future and other head teaching and training institutions.The operation and sales talents transferred from the discipline education and training institutions will also promote the standardized development of the physical education industry.
Worry is about regulation, confusion and great uncertainty.The core of “double reduction” is not only for discipline training. When the policy is really implemented, there are uncertainties in the law enforcement boundary in terms of qualification, capital, attributes, fees, teachers, etc.It can be said that the state supervision of all off-school training has become stricter.
At the beginning of 2022, small outbreaks continue to repeat.In fact, since the outbreak of the epidemic at the end of 2019, physical education institutions that have relied on offline teaching and training have been living relatively difficult times.Zhang tao told Duojing that its offline stores were closed for seven months at the height of the epidemic in 2020.In 2021, the epidemic will still bring a gap of two to three months, which has also prompted Sports to make more online attempts, such as launching online training camps, punching in and teaching services for basic training courses, to ensure uninterrupted daily training.However, Zhang Tao admitted, ” There is never a complete online replacement for physical education, offline is still the main body, is still our main battlefield.」
For a long time, physical education has been absent in China’s education system.As a new round of physical education upsurge begins to surge, it seems to have a way to solve this situation.
One of the pain points in the physical education industry is that there is a large gap in the end of teachers.According to the forecast data of the General Administration of Sport of China, the industry gap in 2020 and 2025 is 4 million and 6 million respectively, corresponding to the rapidly developing niche track, the gap of professional coaches, such as fencing, rugby, equestrian, etc.; mass sports projects, due to difficult to verify and uneven teachers, composite talents with educational psychology, language ability and sports skills are scarce.
Taking time to cultivate professional teachers is something inevitable for institutions to become bigger and stronger.Zhang Tao said that the core competitiveness of Wanguo Sports mainly lies in its professional teachers —— retired from the national and provincial teams, forming the moat of Wanguo Sports.
The second pain point of the physical education industry is that physical training itself is against humanity.It is particularly important to set interesting content and periodic goals to improve students’ engagement.Knowledge teaching can be learned at a time, but the cycle of physical education is longer, which requires deliberate training and training repeatedly after mastering the technology, so as to be internalized into the physical quality of students.
Report further study the influence of a series of policies on the quality education industry, clarify the driving factors of quality education industry, analysis of business model, dismantling industrial chain, and such as art education, physical education, STEAM education, research and camp education typical quality education track market characteristics, market size measurement, competition pattern analysis and typical enterprise case analysis.In addition, the report interviews a number of industry experts, predicting the future development trend of quality education from multiple perspectives and dimensions, integrating the founders of quality education companies, industry investors and securities analysts.
China quality education industry map, source: Duowhale Education Research Institute collation