本报告研究涉及企业/品牌/案例：金睿家，纽诺教育，多乐小熊，馨心教育，袋鼠麻麻，圣顿教育，Urjoy school ，和菀投资，安赐资本，广州创玺企业，广东文化产业，新东方，合力资本，光速中国，双湖资本，睦米，优贝乐，YOKID，抱抱熊，爱乐祺

随着全面放开二胎政策的落实、育儿观念的改变及育儿需求的提升，中国0-3岁婴幼儿托育服务市场迎来更广阔的发展空间和机会。iiMedia Research(艾媒咨询)数据显示，2019年中国婴幼儿数量预计超5000万，48%的家长对托育服务有需求。预计在2020年，中国婴幼儿托育市场规模将突破两千亿元。现阶段幼儿家庭主力人群以80、90后为主，双薪家庭下隔代教育普遍存在。随着家庭照料人力问题的矛盾激化及幼儿成长需求的日益提升，专业、品质、安全的婴幼儿托育服务开始受到更多幼儿家庭的关注。艾媒咨询分析师认为，幼儿家庭对婴幼儿托育服务专业性需求较高，综合资质或成托育服务机构提升竞争优势的关键所在。此外，随着政府相关指导意见的发布，中国婴幼儿托育市场有望从基础设施、从业人员、课程品质等全方位构建服务新业态，社区托育服务将进一步普及。

With the implementation of the two-child policy, the change of child-rearing concept and the improvement of child-rearing demand, China's child-care service market for 0-3-year-old infants has ushered in broader space and opportunities for development. According to iiMedia Research, the number of infants in China is expected to exceed 50 million in 2019, with 48% of parents demanding childcare services. It is estimated that in 2020, China's infant care market will exceed 200 billion yuan. At present, the majority of children in the family are born in the 1980s and 1990s, and the second-generation education in double-income families is common. With the intensification of the problem of family care manpower and the increasing growth of children's needs, professional, quality and safety infant care services have begun to receive more attention from children's families. Imedia consulting analysts believe that infant families have a high demand for professional infant care services, and the key to enhancing the competitive advantage lies in the comprehensive qualification or the chengcheng child care service institutions. In addition, with the release of relevant government guidelines, China's infant care market is expected to build a new type of service from infrastructure, practitioners, curriculum quality and other aspects, and community care services will be further popularized.

本报告研究涉及企业/品牌/案例：中华网，网易，搜狐，新浪微博，8844.com，易趣网，阿里巴巴，携程网，当当，微信，西祠胡同，天涯社区，百度，OICQ，MSN，飞信，博客网，开心网，海内，雅虎，谷歌，必应，360搜索，盛大网络，优酷，酷我音乐，腾讯，中国移动，中国电信，中国联通，小米，华为，OPPP，vivo,魅族，推特，陌陌，微米，来往，易信，米聊，今日头条，澎湃新闻，美团，大众点评，百度糯米，窝窝团，拉手网，淘宝，天猫，支付宝，菜鸟物流，滴滴出行，58同城，斗鱼，虎牙，YY直播，映客，KK直播，六间房，抖音，快手，火山小视频，易果生鲜，盒马生鲜，京东物流，每日优鲜，银泰，三江购物，中百控股，拼多多，云集，好货，知乎

iiMedia Research(艾媒咨询)数据显示，2018年，中国数字经济规模已达31.3万亿元，占GDP比重34.8%，数字经济已成为当前产业发展增量引擎。新中国成立70周年，回望中国经济发展历程，互联网的发展谱写了瞩目的篇章。中国互联网经历了探索成长期、快速发展期、成熟繁荣期，由PC互联网走向移动互联网，由2G走向5G。1999年中华网赴美上市，向全球宣告了中国互联网行业的崛起，同时以网易、搜狐、新浪为代表的中国门户网站模式的萌芽，也预示着中国互联网真正站起来了。2009年中国3G商用开启移动互联时代，互联网步入快速发展期。2013年中国移动互联网开始迈向4G时代。“互联网+”理念代表着一种新的经济形态，互联网技术＋创新思维成中国经济社会创新的驱动力量。中国互联网激烈的竞争角逐中产生了一批如腾讯视频、知乎、酷我音乐、京东、淘宝、携程、支付宝、百度搜索、腾讯云、旷视科技等标杆企业。经过了20年的发展，中国互联网产业将不断扩展，包括智能终端、工业机器人、自动驾驶、企业服务等产业顺势不断升级。随着5G网络的推行，新经济产业运转也将重新迎来创新潮流。
 
Data from iiMedia Research shows that in 2018, China's digital economy has reached 31.3 trillion yuan, accounting for 34.8% of GDP. Digital economy has become an engine for industrial development. During the 70th anniversary of the founding of the People's Republic of China, looking back at the course of China's economic development, the Internet has written a remarkable chapter. China's Internet has experienced a period of exploration, rapid development, and maturity and prosperity, from PC Internet to mobile Internet and from 2G to 5G. In 1999, china.com went public in the United States, which announced the rise of China's Internet industry to the world. Meanwhile, the budding of China's portal website model represented by NetEase,SoHu and Sina also indicated that China's Internet really stood up. In 2009, China's 3G started the era of mobile Internet in commercial use, which means the Internet entered a period of rapid development. In 2013, China's mobile Internet began to move towards 4G era. The concept of “Internet plus“ represents a new economic form. Internet technology and innovative thinking has become the driving force of China's economic and social innovation. In the fierce competition of China's Internet, a number of outstanding enterprises have emerged, such as Tencent Video, Zhihu, Kuwo Music,JD, taobao, Ctrip, Alipay, Baidu Search, Tencent cloud, KuangShi technology and so on. After 20 years of development, China's Internet industry will continue to expand, including smart terminals, industrial robots, autonomous driving, enterprise services and other industries continue to upgrade. With the implementation of 5G network, the operation of new economy industry will also usher in a new trend of innovation.

本报告研究涉及企业/品牌/案例：51Talk，新东方在线，掌门教育，乂学教育，编程猫，学而思，作业帮，VIPKID,米乐英语，海风教育，学霸君1对1，沪江网校，美术宝，爱棋道，火花思维，豌豆思维，小猿搜题，一起作业，哒哒英语，溢米辅导，三好网，弹琴吧，洋葱数学，作业盒子，爱因思维，慧满分，口袋题库，波比英语，核桃编程

互联网的普及和发展带来的“互联网+教育”，中国在线教育用户规模不断攀升，而作为其垂直领域的K12在线教育的用户规模，同样保持增长势头。同时，中国政府对于“互联网+教育”的重视与支持，以及AI技术的快速发展，为中国K12在线教育提供了充足的动力。2019年中国K12在线教育市场用户规模将增至3045.4万人，市场渗透率将达到15.0%。iiMedia Research(艾媒咨询)数据显示，教师匹配问题是K12在线教育用户最希望得到改善的方面，42.1%的受访用户认为教师匹配环节需要得到改进。K12在线教育用户对于将技术融入产品持支持态度，47.9%的受访用户认为在线教育与科技前沿的结合有助于更好地进行K12在线教育。与用户支持前沿科技态度相对应的是，用户对于产品与技术相结合的感受并不强烈，仅9.1%用户对于产品中的前沿科技元素有清晰地感知，其中教师匹配环节与前沿科技的结合用户感知程度最高，有明显感知的用户比例为34.8%。94.6%的受访用户对于K12在线教育产品技术应用效果表示认可。

With the development of “ Internet + education”, brought by the popularization and development of the Internet, the scale of China's online education users has been increasing, and the user scale of K12 online education as its vertical field has also maintained growth momentum. At the same time, the Chinese government's attention and support for “Internet + education“ and the rapid development of AI technology provide sufficient impetus for China's K12 online education. In 2019, the number of users in China's K12 online education market will increase to 30.454 million, and the market penetration rate will reach 15.0%. According to iiMedia Research data, teacher matching is the most desirable aspect for K12 online education users to improve. 42.1% of respondents believe that teacher matching needs to be improved. K12 online education users are supportive of integrating technology into products. 47.9% of respondents believe that the combination of online education and technological frontier will help to better carry out K12 online education. Corresponding to the user's attitude towards supporting frontier science and technology, the user's perception of the combination of product and technology is not strong. Only 9.1% of the users have a clear perception of the frontier science and technology elements in the product. The user's perception of the combination of teacher matching link and frontier science and technology is the highest, and the proportion of users with obvious perception is 34.8%. 94.6% of the respondents approved the application effect of K12 online education product technology.

本报告研究涉及企业/品牌/案例：广州城建职业学院，广东岭南职业技术学院，重庆能源职业学院，四川国际标榜职业学院，北京商鲲，华晟经世，新迈尔，中公教育，文都教育，金英杰，学尔森，瑞达法考，厚大法考，高顿教育，达内教育，新东方，中国东方教育，和君商学院，聚成股份，尚睿通，中国新华教育，21世纪教育，希望教育，Udacity

2019年，政府工作报告提出，高职院校要大规模扩招100.0万人，鼓励更多应届高中毕业生和退役军人、下岗职工、农民工等报考。2018年，中国技能劳动者约1.7亿人，但其中高技能人才只有0.5亿人。利好政策、“蓝领”供需矛盾突出，推动学历职业教育发展。而在非学历职业教育中，iiMedia Research(艾媒咨询)数据显示，2018年中国职业技能教育市场规模达1103.0亿元，预计将会持续保持增长。到2021年，将增长至1919.0亿元。2018年，职业技能培训市场投融资事件共71起，其中IT类和金融财会类占比最多，均占比15.5%。2019年上半年，新东方在线与中国东方教育在港交所上市。在超千亿投融资市场中，各职业教育开始崛起，如成人教育、企业培训、考研等。

In 2019,Report on the Work of the Government put forward that the higher vocational colleges would expand the enrollment about 1 million students and encourage more high school graduates, former military personnel,laid-off workers,farmers to register. There were approximately 17.0 billion skilled workers in 2018, however, the amount of talents with skills was just around 5 billion.Property policies, as well as the imbalance of demand and supply of blue-collar workers, drives the vocational education to develop. In terms of non-academic vocational education, iiMedia Research shows that the market scale of vocational skill education in China were 1.1 trillion yuan in 2018. It predicts that the scale will keep rising to 1.9 trillion yuan in 2021. There were 71 events of investment about vocational skills in 2018, and the type of IT and finance accounted for the most, both with the percentage of 15.5%. In the first half of 2019, Koolearn and China East Education went public in Hongkong Stock Exchange. In the investment market over 10.0 trillion yuan, all sorts of vocational education began to rise, such as adult education, enterprise training,the entrance examination of graduate schools and so on.

本报告涉及企业/品牌包括：网易有道、一起作业、猿辅导、小猿搜题、掌门一对一、米乐英语、松鼠AI、VIPKID、英语趣配音、网易公开课、有道精品课、GOGOKID、DADA英语、好未来、沪江网校、学霸君、新东方在线、晓羊教育、扣丁学堂、互动作业帮

　　在政策鼓励、AI技术进步的环境下，K12在线教育的市场规模进一步扩大。iiMedia Research(艾媒咨询)数据显示，目前在线学科辅导仍然是K12在线教育的主要需求，超过八成的在线教育用户是为了进行学科辅导，英语和数学是在线学科辅导中最热门的两个学科。超过六成的K12在线学科辅导用户认可成绩提升效果。除了学科辅导，K12素质教育这一个细分市场也开始受到在线教育平台的关注。K12兴趣教育课程中编程最受欢迎(占比22.8%)，其次是绘画和声乐等课程。虽然在线教育行业发展逐渐成熟，但K12在线教育在各线城市的认知程度仍存在差异，一线城市的用户比例(50.4%)远高于二三线城市(分别为35.6%和21.1%)。面对三四线城市广阔的发展市场，未来行业将呈现下沉式的发展趋势。K12在线教育也正处在协调配合线下教育的调整期，将通过线上线下教育的融合更好地解决在线教育教学进度难以跟进和课堂氛围缺乏等痛点。

　　The market scale of K12 online education will be further expanded in the future, where there existed the supporting policies and advanced AI technology. As the data of iiMedia Research showed, online subject tutoring is still the main demand of K12 online education users. Over 80% of online education users were subject tutoring users. Among all the subjects, English and Math were the two most popular subjects. More than 60% of K12 online education users were satisfied with the achievement enhancement effect of online subject tutoring. In spite of online subject tutoring, online education industry started to pay attention to the market segment of the quality education. K12 programming was the most popular extracurricular lesson, accounting for 22.8%. The followings were painting and vocal music. Although the online education industry was growing to be gradually mature, there were still differences in the cognitive level of K12 online education in various cities. The proportion of K12 online education users in first-tier city (50.4%) was significantly higher than the proportions of the second and third-tier cities (35.6% and 21.1% respectively). Facing the large amounts of development opportunities in third-tier and fourth-tier cities, the industry is showing a downward trend. At the same time, K12 online education industry was adjusting itself to cooperate with the offline education, and trying to solve to the pain points of having difficulties in following up the progress and lacking of real class atmosphere.

本报告研究涉及企业/品牌/案例：常青藤爸爸、鲨鱼公园、妈妈网、小伴龙、童学部落、宝宝树、叽里呱啦、宝宝巴士、凯叔讲故事、酷学多纳、悟空识字、步步高、巧虎、幼师口袋、联帮在线、红黄蓝、亿童、东方爱婴、智慧树、贝聊、美吉姆、新爱婴、纽诺教育、金宝贝、悦宝园、运动宝贝、亿婴天使、爱乐祺、袋鼠麻麻、多乐小熊、奇卡国际早教、美思欧、全优加、Momyhome Daycare、积木宝贝

婴幼儿早教市场正在兴起，从2012年开始，政府在相关政策法规中多次提及发展早教。特别是2019年5月10日国务院发布托育行业指导意见，使得早教成为投资热点。目前，中国婴幼儿早教行业发展存在运续报率低、内容研发困难、规模化扩张较难、缺乏师资和管理人才等问题。尽管中国经济发达地区如北京、上海、广东等较为重视婴幼儿早教，但中国婴幼儿入托率仅4.3%，与OECD国家33.2%的平均入托率仍有较大差距，中国托育行业仍需规范，未来有较大发展潜力。

The infants early education market is on the rise. Since 2012, the government has repeatedly mentioned the development of early education in relevant policies and regulations. In particular, on May 10, 2019, the State Council issued guidance on the nurturing industry, making early education a hot spot for investment. At present, the development of China's infant early education industry has problems such as low success rate, difficulty in content research and development, difficulty in scale expansion, lack of teachers and management talents. Although China's economically developed regions such as Beijing, Shanghai, and Guangdong pay more attention to early childhood education, the infant enrollment rate in China is only 4.3%, which is still far from the average enrollment rate of 33.2% in OECD countries. There is great potential for development in the future.

本报告研究涉及企业/品牌/案例：新东方、学而思，完美志愿、高考帮、乐学高考志愿

目前高考考生持续增加及高等院校数量相对较少的供需不平衡差异，催生了高考志愿报考行业，特别是网络知识付费等产业的兴起令知识付费的观念被普遍接受令高考志愿填报付费行业开始兴起。iiMedia Research（艾媒咨询）数据显示，2019年高考志愿填报付费市场规模预计将达到5.9亿元，付费用户将达到46.8万人。然而，目前只有18.3%考生表示会选择报考辅导，59.7%的中国高考关注者仍是通过学校招生简章获取院校和专业信息。另据iiMedia Research（艾媒咨询）数据调查，有59.5%的高考考生对高考志愿填报有意向，可以发展为潜在客户。艾媒咨询分析师认为，高考考生大多将有后续的职业教育、资格证考试、出国留学等其他需求，可以作为教育类企业吸纳用户的重要切入点。

The number of candidates in the college entrance examination continues to increase and the number of colleges and universities is relatively small. The imbalance between supply and demand has spawned the college entrance examination volunteering industry. In particular, the rise of industries such as online knowledge payment has made the concept of knowledge payment generally accepted, so that the college entrance examination volunteers to fill the paid industry. Rise. According to iiMedia Research, the 2019 college entrance examination volunteers will report that the paid market will reach 590 million yuan, and the number of paying users will reach 468,000. However, only 18.3% of candidates currently choose to apply for counseling, and 59.7% of Chinese college entrance examination followers still obtain college and professional information through the school admissions brochure. Besides, iiMedia Research finds that 59.5% of the college entrance examination candidates have the intention to fill out the college entrance examination, and can develop into potential customers. Ai Media Consulting analysts believe that most of the college entrance examination candidates will have follow-up vocational education, qualification examinations, study abroad and other needs, which can be an important entry point for educational enterprises to absorb users.

本报告研究涉及企业/品牌/案例：华润万家、Ekoala、美国费雪公司、长春长生生物科技股份有限公司、拉克塔利斯集团、帮宝适、好奇、妙而舒、大王、MOONY、妈咪宝贝、安儿乐、雀氏、茵茵、爹地宝贝、露安适、DODIE、凯儿得乐、倍康、米菲、吉氏、一朵、纽诺教育、馨心教育、圣顿教育、袋鼠麻麻、多乐小熊、Urjoy school

中国的婴幼儿保育行业主要包括婴幼儿食品、用品、医疗、托育等领域。在婴幼儿食品领域，2019年，中国婴幼儿的辅食渗透率仅为25.0%左右，中国大陆婴幼儿的辅食和奶粉消费额的比例为1:7，中国港澳台地区为1:4，欧美等发达国家为1:1。在婴童用品领域，2018年中国婴儿推车市场规模达到132.1亿元，同比增长6.3%。63.9%的消费者计划在2019年增加消费支出，其中22.0%的消费者预计消费支出增加比例超过三成。在婴幼儿医疗领域，2018年，共有28种药品被要求修改说明书，包括一些中药注射剂、中成药大品种等。在婴幼儿照护领域，2019年5月，中国国务院发布了《国务院办公厅关于促进3岁以下婴幼儿照护服务发展的指导意见》，提出要大力推动婴幼儿照护行业发展，而2019年中国3岁以下婴幼儿在各类托育机构的入托率仅为4.1%，远远低于发达国家25%-55%的入托率。

China's infant and children care industry mainly includes infant food, supplies, medical care, and childcare. In the field of infant food, in 2019, the penetration rate of complementary food for infants and young children in China was only about 25.0%. Meanwhile, the ratio of food supplement and milk powder consumption for infants and toddlers in mainland China is 1:7, while in developed countries (Europe and the United States, etc.), the ratio is 1:1, and that in Hong Kong, Macao and Taiwan is 1:4. In the field of baby products, the size of China's baby stroller market reached 13.21 billion yuan in 2018, a year-on-year increase of 6.3%. 63.9% of consumers plan to increase consumer spending in 2019, with 22.0% of them expecting a 30% increase in consumer spending. In the field of infant and child medical care, in 2018, a total of 28 kinds of medicines were required to modify the instructions, including some Chinese medicine injections and large varieties of proprietary Chinese medicines. In the field of infant care, in May 2019, the State Council of China issued the “Guiding Opinions of the General Office of the State Council on Promoting the Development of Infant and Child Care Services Under 3 Years Old”, proposing to vigorously promote the development of infant care industry. China’s infants and young children have a 4.1% enrollment rate in various types of care institutions, far lower than the enrollment rate of 25%-55% in developed countries.

本报告为《艾媒报告|2019中国高考志愿填报与职业发展趋势分析报告(完整篇)》的子篇章，已购买完整篇的，无需重复购买。

中国高考考生规模逐年增长，2018年中高考考生人数达975万人，河南、广东地区的考生竞争压力巨大，2018年河南和广东的高考考生分别为98.3万人和75.8万人，但一本录取率仅为12.5%和11.6%。专业选择方面，金融学、国际经济与贸易和财务管理专业仍为经典热门专业选择，北京、上海、广州、深圳等一线城市就业发展前景最好。新兴热门专业中，大数据、人工智能和智能制造等相关专业成未来高校培养人才的新方向。未来就业方面，百度、阿里、腾讯和华为等互联网巨头企业收割大量名校毕业生，国有商业银行偏爱财经类院校。5G、人工智能、商业航天、电子竞技等领域是新兴热门专业可就业领域。随着新一轮中国高考改革的全面铺开、本科录取批次合并、院校专业调整，中国高考志愿填报难度不断上升，但仅有15.0%的中国高考关注者非常了解高考志愿填报；并且他们的资讯获取渠道仍以校招生简章获取院校及专业信息，艾媒咨询分析师认为，中国高考关注者获取信息的渠道单一，获取的信息过时且缺乏专业解读，高考考生应提升高考志愿填报的重视程度，需要搜集更多相关信息，多向前辈、老师寻求意见，结合多种参考因素综合考虑。

The number of candidates for the Chinese college entrance examination has increased year by year. In 2018, the number of candidates for the college entrance examination reached 9.75 million. The competitive pressures of candidates in Henan and Guangdong are very high. In 2018, the candidates for college entrance examinations in Henan and Guangdong were 983,000 and 758,000 respectively, but one of them was admitted. The ratio is only 12.5% ​​and 11.6%. In terms of professional choice, finance, international economics and trade, and financial management are still popular choices. First-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen have the best employment prospects. Among the emerging hot jobs, big data, artificial intelligence and smart manufacturing have become the new direction for future university talents. In terms of future employment, Internet giants such as Baidu, Ali, Tencent, and Huawei have already recruited a large number of graduates from prestigious universities, and state-owned commercial banks are more inclined to financial and economic institutions. 5G, artificial intelligence, commercial aerospace, e-sports and other fields are emerging in the hot professional employment field. With the new round of China's college entrance examination reform, the merger of undergraduate enrollment, and the adjustment of colleges and universities, the difficulty of filing for the Chinese college entrance examination is getting more and more difficult, but only 15.0% of the Chinese college entrance examinations are very familiar with the college entrance examination volunteers; their information acquisition channels still pass the school. Admissions guides receive university and professional information. Ai Media analysts believe that Chinese college entrance examination fans have a channel to obtain information, the information obtained is outdated, lack of professional explanation, candidates for college entrance examination should improve the college entrance examination volunteers. Pay attention to the need to collect more relevant information, more seniors, teachers seeking advice, and considering various reference factors.