Nowadays, under the "double reduction" policy, enterprises have turned to quality education, which can be said to be an opportunity as well as an opportunity. At present, the quality education track has not yet emerged as a leader, and the track has not yet been subdivided. So how to seize the opportunity and quickly seize the high ground is also the key to whether the company can break free from the predicament.#英语#
如今在“双减”政策下，企业纷纷转向素质教育，可以说是一个契机，也是一种机遇。目前素质教育赛道尚未出现龙头，赛道也尚未得到细分，那么如何把握机遇，迅速抢占高地也是企业是否能从困境中挣脱的关键。#教育那些事#
In July this year, the "double reduction" measures officially landed. In order to reduce the burden on students and conduct strict and comprehensive regulations on off-campus training behavior, since the implementation of "double reduction", the K12 track can be said to be in continuous conditions. Many companies have chosen to transform or even exit, subject education has suffered a heavy blow. News of runaways, bankruptcies, layoffs, etc. have repeatedly appeared in people's vision. The fall of Giant Education, the closure of Oriental Broadcasting, the massive layoffs of Byte Education, and Wall Street Englishers go to empty buildings, and the entire education and training industry has plunged into a dark moment.
新东方创始人俞敏洪：新东方更是在公告中称，“双减”政策预计会对公司校外辅导服务产生重大不利影响。
今年7月，“双减”措施正式落地。为减轻学生负担，对校外培训行为进行严格、全面的规范，自“双减”实施，K12赛道可以说是状况不断。众多企业纷纷选择转型甚至是退场，学科教育经受沉重打击。跑路、破产、裁员等消息屡屡出现在人们的视野，巨人教育的倒下，东方优播的关闭，字节教育业务的大量裁员，华尔街英语人去楼空，整个教培行业陷入黑暗时刻。
Regarding the "double reduction" policy, the leading education and training companies New Oriental, Good Future, and Elite Education responded immediately, saying that they would firmly support and support the deployment of the "double reduction" policy. Even so, it still failed to effectively mitigate the impact on enterprises, and education stocks generally fell. New Oriental even stated in the announcement that the "double reduction" policy is expected to have a significant adverse impact on the company's out-of-school tutoring services.
对于“双减”政策，教培龙头企业新东方、好未来、精锐教育在第一时间进行回应，表示将坚决拥护和支持“双减”政策的部署。虽然如此，也仍未能有效减缓对企业的冲击，教育股普遍下跌。新东方更是在公告中称，“双减”政策预计会对公司校外辅导服务产生重大不利影响。
"Boots" land, quality education seems to be the main theme. Statistics show that art training companies are increasing rapidly. At present, there are 370,000 art training-related enterprises in my country. Since the "double reduction" policy was released, more than 33,000 art and sports training-related enterprises have been added, an increase of 99% over the same period last year.
“靴子”落地，素质教育似成主旋律。有数据显示，艺术类培训企业正在快速增加。目前我国有37万家艺术类培训相关企业，而自“双减”政策发布以来，艺术类、体育培训类相关企业新增了3.3万余家，较去年同期相比增长99%。#教育微头条#
Faced with such a situation, what did the leading enterprise in the education and training industry do？
（一）’面对如此情况，身为教培行业的龙头企业是怎么做的呢？
New Oriental regains quality education and college student market
As the main driving force of New Oriental's business growth, K12 was once the focus of future development. According to New Oriental’s financial report for the third quarter of 2021, its net revenue exceeded expectations. The K12 primary and secondary school's general after-school education business revenue increased significantly by about 37% year-on-year, of which the middle school business rose by 35% year-on-year, and the children's business increased by about 40% year-on-year. New Oriental CEO Zhou Chenggang said that in this quarter, the number of students enrolled in the after-school education business in K12 primary and secondary schools increased by 57% year-on-year. New Oriental will continue to promote the OMO strategy and expand its service coverage to more cities and students.
（二）新东方重视素质教育和大学生市场
K12作为新东方业务增长的主要动力，曾是未来发展的重点。根据新东方2021年第三季度财报显示，其净营收超越预期，K12中小学全科课后教育业务收入同比大幅增长约37%，其中中学业务同比攀升35%，少儿业务同比增长约40%。新东方CEO周成刚对此表示，本季度K12中小学全科课后教育业务的学生报名人次同比增长57%，新东方将会會继续推动OMO战略，把服务覆盖范围扩展至更多城市和学生。
新东方2021年财报，K12中小学全科课后教育业务收入同比大幅增长约37%，同比攀升35%，少儿业务同比增长约40%
However, under the "double reduction" policy, New Oriental, which lost the K12 market, turned its attention to quality education and college student education. Recently, New Oriental announced the establishment of Beijing New Oriental Quality Education and Growth Center, which consists of six major sections, including the Art Creation College, the Humanities Development College, the Language Literacy College, the Natural Science and Innovation Space Station, the Smart Sports Training Center, and the Quality Parent Wisdom Center, including children. Quality education courses such as fine arts, calligraphy, programming, eloquence, and chess. It is worth noting that New Oriental also expressed to the establishment of this growth center that the era of quality education has come. Does this also mean that quality education may be the next step for New Oriental to make up for the vacancy of K12 and become the focus of the future development of the youth business sector?
但在“双减”政策下，失去K12市场的新东方，将视线转向素质教育和大学生教育。近日，新东方宣布成立北京新东方素质教育成长中心，下设艺术创作学院、人文发展学院、语言素养学院、自然科创空间站，智体运动训练馆、优质父母智慧馆六大板块六大板块，包含儿童美术、书法、编程、口才、象棋等素质教育类课程。值得注意的是，新东方也对此次成长中心的成立表示，素质教育的时代来临了。这是否也意味着素质教育或将是新东方接下来弥补K12的空缺，成为未来青少年业务板块发展的重点呢？ #学院#
As early as 2015, New Oriental was involved in quality education-"Baixuehui", but the curriculum products of the Baixuehui Youth Development Center at that time were not directly provided by New Oriental, and they chose to cooperate with more than a dozen institutions. There is no news to indicate whether the New Oriental Quality Education Growth Center will have business synergy with "Baihuixue", but it is certain that its main business focuses on the development of children's quality education.
早在2015年，新东方就已涉足素质教育——“百学汇”，但当时的百学汇青少年成长中心课程产品并不是由新东方直接提供，而选择了与十几家机构进行合作。目前尚未有消息表明本次的新东方素质教育成长中心是否会与“百汇学”有业务上的协同，但可以确定的是，其主营业务均以孩子的素质教育为重点发展方向。
Not only that, on September 25, New Oriental held a brand upgrade conference for the University Student Learning and Development Center. At the meeting, the New Oriental University Student Learning and Development Center announced that it will comprehensively upgrade the existing four- and six-level projects, postgraduate entrance examination projects, overseas examination projects, teaching resources projects, and financial accounting projects. In the future, it will also expand computer rank examinations, judicial examinations and other training The project is committed to creating a brand of education for college students with depth, warmth and attitude, and helping college students to better learn and develop through one-stop education services. Yu Minhong also stated in his speech that New Oriental hopes to help students find their direction in life in terms of world outlook, outlook on life and values.
不仅如此，在9月25日，新东方举行大学生学习与发展中心品牌升级发布会。会上，新东方大学生学习与发展中心宣布，将对现有的四六级项目、考研项目、出国考试项目、教资项目、财会项目进行全面升级，未来也将拓展计算机等级考试、司法考试等培训项目，致力于打造有深度、有温度、有态度的大学生教育品牌，通过一站式教育服务帮助大学生更好地学习与发展。俞敏洪在致辞中也表示，新东方希望从世界观、人生观和价值观方面，帮助学生找到人生的方向。
Now New Oriental focuses on quality education and the college student market. This is not only a return to the original aspiration, but also a new starting point.
如今新东方将视线放在素质教育和大学生市场，这既是回归初心，又是一种新的出发点。
Good future is busy with business transformation and upgrading
（三）好未来忙于业务转型与升级
At the same time, Good Future is also busy with strategic transformation and business upgrading of its education brands. On August 11, Good Future’s children's quality education brand "Libu English" officially changed its name to "Libu", launched the Libu Children's Growth Center and upgraded quality education products.
好未来也正忙于战略转型，对旗下教育品牌进行业务升级。
与此同时，好未来也正忙于战略转型，对旗下教育品牌进行业务升级。8月11日，好未来旗下儿童素质教育品牌“励步英语”正式更名为“励步”，推出励步儿童成长中心并对素质教育产品进行升级。
In this brand upgrade, Libu will launch a new offline learning space-Libu Children's Growth Center, covering drama, eloquence, aesthetic education, calligraphy, puzzles, chess and other new products. Through rich and diversified products, children can improve many low-level abilities such as creativity, cooperation, speculation, communication and cultural literacy in addition to knowledge and skills.
此次品牌升级中，励步将推出全新线下学习空间——励步儿童成长中心，涵盖戏剧、口才、美育、书法、益智、棋道等新产品。通过丰富多元的产品让孩子在知识和技能之外，提升创造、合作、思辨、沟通和文化素养等多项底层能力。
Although this is the first comprehensive business upgrade carried out by Libu English after 13 years, as early as 2019, Libu has started the research and exploration of quality education products. During the winter and summer vacations, we launched the "21-day literacy summer camp", "English drama camp", "Libu Learning Camp", "Libu Literacy Camp" and other related literacy practices, laying the foundation for the Libu Children's Growth Center this time.
虽然这是历经十三年岁月的励步英语进行的第一次全面业务升级，但早在2019年，励步就已经启动素质教育产品的研究和探索。在寒暑假曾推出“21天素养夏令营”、“英文戏剧营”“励步游学营”、“励步素养营”等相关素养实践活动，为此次的励步儿童成长中心打下基础。
Today, Libu has successfully held the "Open Day for Quality Products of Libu Children's Growth Center" in Beijing, and will continue to be carried out throughout the country.
如今，励步已在北京顺利举行“励步儿童成长中心素质产品开放日”的活动，并将在全国各地陆续开展。
Elite education establishes a new system of quality education
（四）精锐教育建立素质教育新体系
Elite Education seems to have early warning of market trends. As early as May 20, Elite Education issued a letter of commitment stating that as a training institution approved by the Haidian Education Commission, it will strive to provide a useful supplement to school education. After the "double reduction", Elite Education will even more strategically upgrade the quality education brands "Zhihui Children" and "Little Earth", and establish a new quality education system for elite children.
精锐教育就发布承诺书称其作为海淀教委审批的培训机构，将致力做好学校教育的有益补充。
精锐教育对市场动向似乎早就有了预警。早在5月20日，精锐教育就发布承诺书称其作为海淀教委审批的培训机构，将致力做好学校教育的有益补充。“双减”之后，精锐教育更是对素质教育品牌“至慧少儿”、“小小地球”进行战略升级，建立精锐少儿素质教育新体系。
The upgraded "Zhihui Children" and "Little Earth" will be characterized by a one-stop modern quality education complex, creating a borderless classroom for students. Its courses mainly include "Science and Innovation Literacy, Language Training, Art Literacy, and Comprehensive Practice", and set up courses such as "Science, logic, eloquence, drama, camp study, music, and fine arts".
升级后的“至慧少儿”、“小小地球”， 将以一站式现代化素质教育综合体为特点，为学生创造无边界的课堂。其课程主要包含“科创素养、语言培养、艺术素养、综合实践”等四大板块，设置了“科学、逻辑、口才、戏剧、营地研学、音乐、美术”等课程。
The quality education aspect of elite education has matured. According to the Q1 financial report of Elite Education in 2020, although Elite Education’s revenue situation is not optimistic, the total net income of its children’s education field "Zhihui School" and "Little Earth Children's English" is 140 million yuan, accounting for 20.5% of the total net income, quality education has gradually become the main business of elite education. And as early as 2019, Elite Education jointly held a press conference to discuss the development trend of quality education. Now that the layout of quality education is further expanded and the brand upgrade is comprehensive, it can be said that Elite Education is not a whim on the road of quality education, but a Long-term plans.
精锐教育的素质教育方面已经成熟。从2020年精锐教育Q1时期的财报显示，虽然精锐教育的营收状况并不乐观，但其少儿教育领域的“至慧学堂”及“小小地球少儿英语”总净收入为1.4亿元，占总净收入的20.5%，素质教育已经逐渐成为精锐教育的主营业务。并且早在2019年精锐教育就联合召开发布会对素质教育发展趋势进行探讨，如今进一步拓展素质教育布局，全面进行品牌升级，可以说精锐教育在素质教育的道路上并不是一时兴起，而是一个长远计划。
Leading companies are carrying out educational transformation and upgrading one after another. Who is more optimistic about the quality education track?#转型#
龙头企业纷纷进行教育转型与升级，在素质教育这个赛道，谁更被看好呢？
The road to quality education seems to be calm, but in fact the undercurrents are raging. In fact, quality education has been explored for many years, but under the condition of high competition and strong demand in K12, quality education has not been paid attention to. Nowadays, under the "double reduction" policy, enterprises have turned to quality education, which can be said to be an opportunity as well as an opportunity. At present, the quality education track has not yet emerged as a leader, and the track has not yet been subdivided. So how to seize the opportunity and quickly seize the high ground is also the key to whether the company can break free from the predicament.
素质教育的路看似风平浪静，实则暗潮汹涌。其实素质教育已经被发掘多年，只不过在K12高竞争、强需求的状况下，素质教育未得到重视。如今在“双减”政策下，企业纷纷转向素质教育，可以说是一个契机，也是一种机遇。目前素质教育赛道尚未出现龙头，赛道也尚未得到细分，那么如何把握机遇，迅速抢占高地也是企业是否能从困境中挣脱的关键。