中国教育出海的“三阶段”

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通常来说，我们将进入海外市场视为“出海”，将自己的业务开拓到除中国本土之外的海外市场。最近几年，“出海”一词开始出现在各类媒体的报道中，的确中国已经有越来越多的公司包括初创公司开始将目光不仅仅放在中国本土市场，而是开始放眼全球。但是应该需要区分的一点是，“出海”不是仅仅指的是和海外做生意，更多的是指或是在海外已经有了实体的布局，也有的则通过互联网手段（直接或间接）获得了海外市场的用户。

 

几乎对于所有的中国企业来说，出海的大约的目的有这么几个：寻找新的增长市场，有相对优势的新市场；寻找新的技术市场，寻找海外布局的技术合作并将这些技术能够反哺中国市场。随着数十年中国市场经济发展以及20多年左右的中国互联网及科技的积累，中国企业在产品开发及市场运营、资本积累都处在了一个相对优势的位置，因此在这个阶段寻找更广阔的海外市场成为了一个自然的选择。尽管不同行业的发展速度会有差异，比如教育行业则是相对发展较慢的行业，在出海发展也相对其他行业如游戏行业、金融行业等要慢一拍。

　　

中国教育出海的第一阶段：资本出海

 

根据映魅咨询的统计，从2015年开始，中国就一直是全球教育科技投资最为活跃的地区，一直延续至今。资本的活跃也让更多的中国教育公司和投资者第一次“发现”其实在中国市场之外，依然存在着一个更广阔的市场空间，第一次看到了原来在一些原本并不引起注意的国家和地区也有一些值得关注的教育科技创新公司，比如以色列、东欧、甚至非洲、南美地区等。

在探索海外市场之前，当然是最好也是代价最低的是学习。因此，在2014-2015年之间，我们几乎看不到中国有哪家教育公司在提出海，但是他们已经看到了机会。这个阶段可以被称为中国教育出海的第一阶段。这个阶段的主要特征是中国的资本开始投资海外教育公司，主要以欧美的教育科技公司、教育创新模式公司为主。比如，在2015年11月，网龙公司以1.3亿美元收购英国的教育科技上市公司普罗米休斯（Promethean）100%权益。这笔收购至今依然是网龙在海外教育市场的重要组成部分和基础。除了网龙之外，好未来公司在这一阶段也进行了海外教育项目的投资，如在2014年，好未来投资了美国的创新型大学Minerva。

 

总结下这个阶段的中国教育出海的主要特点：

 

  • 以资本（投资参股、收购）为主要形式；
  • 以寻找科技、创新型教育项目为主要目的，借此能够辅助自身业务发展或是学习和了解海外的优秀教育创业项目的发展逻辑；
  • 出海企业主要是成熟的教育集团为主，鲜有创业阶段公司，国内风险投资更少；

　　

中国教育出海的第二阶段：技术\产品出海

 

技术正在融入到教育产业中，这个趋势似乎已经是大势所趋了。从2014年开始，中国涉及到教育领域的公司的核心背景已经和传统的培训机构背景有了很大变化。从2014年左右开始，教育科技（Edtech）成为了新的热词。具有科技背景的从业者开始进入到教育行业，一股以这些人为主要骨干的教育行业创业公司纷纷涌现，并且成为了资本市场追逐的对象。

 

技术类的教育产品的确在出海发展上有了自己的优势，比如他们可以寻找到存在着相对劣势的地区进行探索，比如东南亚、非洲市场等。同时，和传统的开设线下的教育培训机构模式不同，技术在开拓新市场，发展新用户上的边际成本要小得多。加上已经有了在中国本土市场的运营经验使得其在海外市场能够非常容易地找到目标细分用户。

 

在目前的技术、产品类出海教育产品中，主要以语音技术、视频技术、云计算技术、VRAR技术为主，实体或虚拟产品包括了教育信息化各类软硬件产品、儿童类教育实体或虚拟产品（如儿童硬件、教育娱乐游乐设备等）、虚拟社区类产品（如学习社区、教育类游戏等）。

总结下这个阶段的中国教育出海的主要特点：

 

  • 技术、产品类教育公司开始登上教育出海的舞台，并开始成为最主要的角色；
  • 并不以资本合作为主要诉求，投资少，合作多；
  • 开拓市场不仅限于美国、欧洲等发达地区，重心也开始瞄准在教育科技欠发达的地区，寻找自己的相对优势机会；
  • 包括互联网公司也开始借助已在海外市场的布局积累，延伸其在海外教育市场的布局；

　　

中国教育出海的第三阶段：服务出海

 

2019年9月，立思辰大语文宣布旗下国际业务品牌“诸葛学堂”在美国硅谷开设分校。分校采用面授及双师课堂，共设有三个校区，主要为华人学龄儿童提供语言及文学教育服务。这是立思辰继2018年后在海外开设的第二个分校。

 

目前，像立思辰这样在海外直接开设分校的公司并不多，目前也仅限于少数几家头部教育公司。这个阶段，我们可以认为是中国教育出海的第三阶段：服务出海。和第二阶段中提到的技术产品型出海不同的是，服务出海要带出去的东西更多，甚至是一整套在国内运营的经验、管理体系、课程体系等等，将团队开设进当地，甚至在当地寻找本地的团队来运营，对出海团队的跨文化管理要求要高很多，需要熟悉本地的文化、法律等全方位的知识。

 

总结下这个阶段的中国教育出海的主要特点：

 

  • 目前主要以教育公司海外实地落地为主；
  • 需要具备跨文化、跨地域管理的经验，对海外市场的综合了解能力要强的多；

 

应该说，尽管我们将中国目前的教育出海划分了“三个阶段”，但是这三个阶段并不是前后迭代的关系，会在一个很长的时间里是并存的关系。

 

 

本文为转载文章，原文出处：POWER4EDU

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