Kaiyuan Education Technology Group Co.Ltd(300338)
Work report of the board of directors in 2021
April 28, 2022
1、 Industry of the company during the reporting period
Vocational education provides professional education and training services for job seekers, college students and other multi-level job seekers and learners, and trains high-quality talents for the society. It is a good industry that benefits the society, the country and yourself. In recent years, the state has also issued a series of policies to actively encourage and vigorously support the development of vocational education industry. Under the influence of demographic dividend and policy dividend, the vocational education and training industry has developed rapidly in recent years and has a bright future. 1. The national policy strongly supports the vocational education policy, and the environment is friendly
In order to support the development of the vocational education industry and accelerate the recovery of the industry under the epidemic, the government has successively issued a series of short, medium and long-term industrial support and incentive policies, which will help promote the long-term healthy and stable development of China’s vocational education market and create a good policy environment for it. The vocational education industry is expected to usher in a golden period of development. It is expected that large vocational education institutions and enterprises will fully benefit in the future. Some important policies in 2021 are listed as follows:
First, cultivate multi skilled talents and build a modern vocational education system. In April 2021, the national vocational education conference was held for the first time in the name of the Party Central Committee, at which important instructions of Xi Jinping general secretary were conveyed Xi Jinping General Secretary stressed that we should speed up the construction of a modern vocational education system and train more high-quality technical and skilled talents, skilled craftsmen and craftsmen from large countries. In the new journey of building a socialist modern country in an all-round way, vocational education has a broad future and promising prospects.
Second, more enterprises should participate and encourage the development of private vocational education. In May 2021, the regulations for the implementation of the law of the people’s Republic of China on the promotion of civil education were officially promulgated. The regulation clearly states: “the State encourages enterprises to establish or participate in the establishment of private schools for vocational education by means of sole proprietorship, joint venture and cooperation.”
Third, multi-dimensional support to ensure the high-quality development of vocational education. In October 2021, the general office of the CPC Central Committee and the general office of the State Council issued the opinions on promoting the high-quality development of modern vocational education, which pointed out that to strengthen organizational leadership, Party committees and governments at all levels should put promoting the high-quality development of modern vocational education in a more prominent position and better support and help the development of vocational education; We will strengthen institutional guarantees, speed up the revision of the vocational education law, and formulate and revise relevant local laws and regulations in the light of local conditions. We will improve the system of raising funds for vocational education mainly from government investment and through multiple channels. Optimize the expenditure structure, and increase education funds in favor of vocational education; Optimize the development environment, bring qualified high-level technical and skilled talents into the high-level talent plan, explore the mechanism of training and selecting cadres from excellent industrial workers and agricultural and rural talents, strengthen the salary incentive of technical and skilled talents, and improve the social status of technical and skilled talents.
Fourth, many provinces and cities should make efforts to promote the deployment of vocational education. According to the website of the Ministry of education, in 2021, 18 provinces (autonomous regions and municipalities) and Xinjiang production and Construction Corps successively held vocational education conferences to make arrangements for the work of the new stage in combination with the actual situation of all localities. The upsurge of vocational education advocated by the central government and linked by local governments is rising. 2. The market demand for vocational education is broad, and the decentralized competition pattern is conducive to leading enterprises
According to the 2021 Research Report on China’s vocational training industry released by iResearch consulting, through the statistics of the scale of the vocational training market covering the three fields of vocational qualification examination training, talent recruitment examination training and professional skill training, it is found that the epidemic has greatly affected the professional skill training that depends on offline scenes, and the market scale has decreased by about 25%, As a result, the overall market scale of vocational training industry has decreased to a certain extent. However, due to the popularization of lifelong learning concept, policy encouragement, capital support and other factors, vocational training will enter a new round of rapid development stage. By 2022, the scale of vocational training market will reach more than 300 billion yuan, with significant growth and broad market space.
At present, there are many subdivided tracks in vocational education, the industry concentration is low, the competition pattern is extremely scattered, and there are few large-scale, branded and national vocational education institutions and enterprises. In the future, the market share of leading enterprises with core competitiveness in product R & D, technological innovation and teaching management is expected to continue to develop and benefit from the improvement of industry concentration. 3. With the increase of urbanization rate and the increasing pressure of employment competition, vocational education is expected to maintain long-term and stable growth
According to the core contents of the 14th five year plan for national economic and social development of the people’s Republic of China and the outline of long-term goals for 2035, in the future, China will further promote the new urbanization strategy focusing on people, accelerate the citizenization of agricultural transfer population, and increase the urbanization rate of permanent residents to 65%. In order to better enable the rural population to meet the human resources needs under the background of industrial upgrading, The state has paid more attention to vocational education and skill training.
In 2021, China’s gross domestic product (GDP) reached 114.37 trillion yuan, with a growth rate of 8.1%, a significant increase over 2020, but the economy is still affected by the epidemic. It is expected that China’s GDP growth target in 2022 will be 5.5%. According to the statistics of the Ministry of education, the number of college graduates will reach 10.76 million in 2022, an increase of 1.67 million over 2021, and the scale and increment have reached a record high. Under the multiple backgrounds of slowing economic growth, superposition of epidemic diseases and record breaking higher education of college graduates, the increasing pressure of employment competition in the future will stimulate the demand for vocational education and training to maintain long-term and stable growth, and the company will benefit from the sustained and stable development of the industry. 4. The development of information technology accelerates the rise of online education, and the Wuxi Online Offline Communication Information Technology Co.Ltd(300959) integration of vocational education is imperative
With the development of yuancosmos, cloud service, 5g technology, artificial intelligence, live broadcasting, big data and other technologies, vocational education and training scenarios and teaching delivery methods will greatly improve the teaching efficiency and quality of the whole industrial chain of “teaching, learning, management, evaluation and testing” through the effective application of information technology, get rid of the dependence on learning scenarios and learning time, and truly achieve “everyone can learn, learn everywhere and learn from time to time”, And the cultivation of consumption habits affected by the epidemic will accelerate the rise of online education.
Since vocational education is aimed at adults, compared with K12, preschool education and other subdivided fields, vocational education has strong self-control ability, high willingness to actively accept learning, and clear learning objectives. For high-quality educational products that can help them achieve their learning objectives, it has a very clear willingness to learn and a high ability to pay. In terms of user habits and payment habits, Compared with other education fields, vocational education has obvious advantages in the acceptance and use of online education. According to the data of iResearch’s 2021 Research Report on China’s vocational training industry, in terms of online vocational education, the scale of China’s online vocational training in 2020 was about 81.67 billion yuan, with a year-on-year growth rate of 27%; In 2021, the scale reached 93.49 billion yuan, with a year-on-year growth rate of 14.5%; In 2022, the scale of online vocational education is expected to exceed 100 billion yuan, reaching 108.74 billion yuan, with a year-on-year growth rate of 16.3%.
In addition to knowledge learning and certification training, vocational education also has a large number of skills and practical experience training, academic counseling services and employment services. It still needs a large number of offline experience teaching and service provision. With the rise of online education and product technology innovation, it is expected to break through the original scene and boundary of vocational education industry and improve the learning efficiency and quality of vocational education, It is imperative to further enhance the dominance of vocational education and training results and Wuxi Online Offline Communication Information Technology Co.Ltd(300959) accelerate the integration.
The company will fully integrate the existing online and offline education resources, build an Omo (online mobile offline Trinity) industrial Internet platform for vocational education, build an ecological chain of vocational education industry, create high-quality supply with high cost performance and quality, build a lifelong education system, enable to solve the problems of “trust” and “fairness” of China’s vocational education, and realize personalized education and lifelong education, Promote the company to enter a new track of rapid growth. 2、 Main businesses of the company during the reporting period
Kaiyuan Education Technology Group Co.Ltd(300338) is a national chain operated vocational education institution. With the mission of “transferring experience to people with dreams”, it continues to establish a scientific “experience base”, innovate “transmission methods” in the era of continuous changes in educational technology, help more “dreamers” accelerate the accumulation of workplace experience, avoid detours, and realize the education system of “let experience move”, Gradually develop the original business model of training institutions into a modern Internet enterprise university business model.
Kaiyuan Education Technology Group Co.Ltd(300338) as a product driven company, after years of product research and development, the company has formed a set of scientific research and development methodologies such as “Kaiyuan secret recipe, Kaoba magic cube, agreement class and famous school through train”, which can fully understand and apply the laws behind the research and development of vocational education products, whether in the examination oriented education research and development of vocational qualification examination or the skill education research and development of employment promotion, We all have our own core R & D logic and R & D standards. At present, our product R & D scope spans the two major fields of “skilled products and exam oriented products”, involving more than 80 categories such as financial accounting, art design, architecture, fire protection, social work, medicine, public examination and educational resources. We have initially realized the national delivery and operation of core products, and realized the lifelong vocational education system and personalized learning education system.
Layout of the company’s vocational education business
Kaiyuan Education Technology Group Co.Ltd(300338) as a national chain operation company, it has built three operation centers in Guangzhou, Beijing and Changsha, and opened nearly 458 campuses in 165 cities and 26 provinces in China, with a total number of 4831 employees. In terms of national chain operation and management, five unifications have been realized, namely “unified thought, unified goal, unified method, unified behavior and unified result”. A series of standardized replication systems and control systems have also been established to ensure that the quality of education and the original intention of education are not discounted in the process of national development.
National Campus Layout
At the same time, Kaiyuan Education Technology Group Co.Ltd(300338) is becoming a real Omo (online mobile offline Trinity) online education company. Over the years, the company has continued to explore the development of Internet education, made many detours before and after, and finally firmly took “education + Internet” as the development direction of the company. At present, the company continues to strengthen technology research and development on the road of education + Internet, and continues to research and develop and launch see The industrial Internet platform based on AI intelligent adaptation learning platform drives the deep integration and integration of the company Wuxi Online Offline Communication Information Technology Co.Ltd(300959) to realize the transformation of the whole structure, personnel, users, products, delivery and services, and truly realize personalized education and lifelong education. During the reporting period, the company achieved sales order turnover of 1296255700 yuan and total operating revenue of 930830600 yuan, including online education and training revenue of 340729800 yuan, a year-on-year increase of 30.87%, accounting for 36.60% of the company’s total revenue, an increase of 5.73 percentage points compared with 30.62% in the same period of last year.
3、 Core competitiveness analysis
In recent years, the company has been based on the fundamental starting point of “cultivating elite talents”, constantly building the core of vocational education, and has initially formed a business model of “career planning and pointing out the direction; intelligent teaching and intelligent counseling; sharing economy and real-time sharing; lifelong achievement of you and me”, so as to continuously strengthen the construction of the core competitiveness of the enterprise. Through the efforts in recent years, We have made great breakthroughs in “in-depth research and development of content” and “medium platform research and development of industrial Internet”, and formed the company’s core competitiveness, which plays a very important role in the company’s future development. 1. Content depth R & D capability
In the field of practical experience education, based on the teaching goal of “accelerating experience accumulation and realizing the last kilometer” and helping students achieve the career promotion channel goal of “good employment and good employment”, the company has established different talent training solutions for graduates, on-the-job supervisors, on-the-job managers, on-the-job supervisors and other students at different levels, completely breaking the original examination oriented Education R & D system. With “project penetration” R & D as the core, students can complete practical training, internship and actual combat under the scene, forming the company’s unique “Kaiyuan secret recipe” R & D system, so that students can avoid detours and grow rapidly.
In the field of exam oriented education, based on efficient learning, the company has established talent training solutions under different learning methods, learning time and learning services. At the same time, it has also established different sprint solutions to ensure the pass rate before the exam according to the learning time, learning ability and academic achievement of different students, so as to ensure the personalized learning solutions of students by layers and classification, which are at the bottom of the whole class design, Based on the company’s R & D system of Kaoba magic cube, on the one hand, we show the knowledge points in teaching materials, handouts, videos, audio, reading, exercises, maps and other carriers, on the other hand, we present them in the form of cards, animation, cases, tasks, scenes and discussions, so that students can make good use of time to study according to the knowledge map and learning plan, so as not to miss an important knowledge point, At the same time, the students can fully master the learning points of mutual assistance and mutual learning according to the situation of classroom, so as to achieve the best effect of mutual learning and mutual learning. At the same time, the students can fully master the learning points of mutual assistance and mutual learning according to the situation of classroom, so as to achieve the best effect of mutual learning and mutual learning.
In the future, based on the talent training competency model, the company will continue to strengthen the in-depth research and development of content, and help students achieve the best personal learning path and personalized learning scheme of “never too old to learn” by building a lifelong vocational education competency model and with the help of more powerful intelligent talent training solutions. 2. Research and development capability of industrial Internet
At present, the company’s business involves more than 80 categories, such as financial accounting, professional qualification, art design and academic counseling services. It is a typical comprehensive educational institution with many users, classes and campuses. In order to ensure the implementation of the company’s business objectives, the company always adheres to the business ideal of “education + Internet”, sees the needs of students as causes, regards education as Tao and Internet as technology, Make every effort to build the talent training mode of “cause, road and skill” and the gene of industrial Internet platform, so as to effectively promote the integrated operation of the group and realize the business form of “group large flow entrance + multi category, multi campus digestion + multi export service”.
In recent years, based on this business concept, the company has continuously increased its investment in technology research and development, put all the students, employees and management behaviors of the company into the cloud step by step, and establish a complete learning ecosystem for users. Although it is still developing and iterating and optimizing, through the application of 5g and artificial intelligence technology in the field of education, it is in the process of Internet based education industry, Continue to increase product technology research and development to build the company’s core competitiveness. Based on the business thinking of “education + Internet”, the company takes see AI as the core learning system, taking smart campus and Tianyi system as the two cornerstones of campus operation and headquarters operation, has created a trinity new medium platform it system and completed the
