The education category continued to benefit from a cultural commitment to learning, parents’ desire to prepare children for the growing economy and the need to excel on the Gaokao, the national college entrance exam.
Brands offered broad curricula for entrance exam preparation. They also provided after-school and weekend tutoring for young children as well as adult programs to enhance career advancement.
School locations were added, but generally at a slower pace as brands attempted to increase profitability and strengthen the integration of their online and offline offerings.
Factors influencing future growth include reform of the NMET (National Matriculation English Test), and the relaxation of the one child policy. Both factors could increase demand.