Visit Golden Baby Early Education organization CEO Xiahong: a happy heart for a century

Interview notes: 2003, the 35-year history of the world's first brand of early education-the United STATES "Gymboree (Gymboree)" was Xiahong brought to China. Now "Golden Treasure" has set up more than 170 early education centers nationwide (note: including the center that has already contracted to open). 2004, 2005 for two consecutive years was named "China's early education industry's most influential brand", 06 was named "China early education industry first brand" 2007 was awarded the "most respected children's education brand", 2008 to 2009 two times by Tencent network as "China's top ten leading brands of children's education",　　"2009 NetEase Top Ten Pre-school education institutions" and other honorary title, 2010 is the Chinese-funded education institute as 2009 "the most investment value of China's early education brand" 10. For China's early education market, Xiahong that 2010 years later, the domestic early education market will enter the real "Warring States Period", those who rushed to the horse, while the capital, early education curriculum development capacity of enterprises will be out of the gap. Until around 2015, the market will be truly stable. In the real "warring States Period" before the advent of "golden treasure" has unwittingly become China's early education market benchmark.　　Advocate Happy Learning Xiahong, encourage more people to engage in pre-school education, but to make their own characteristics, because imitation is only the appearance, a determined to do "hundred Years of Education" brand, its philosophy and culture is to need long-term accumulation, and constantly according to the needs of education to promote and progress. SHAO: Gymboree's business expansion targets in China in addition to the one or two-line cities, but also includes the third, four, five, or even sixth-line cities in the country.　　According to this expansion strategy, how will the golden Baby implement the strategy of entering the development of each region? Xia: Golden Baby after 6 years of development, has gone through the exploration stage of business model, with a relatively mature development model, and each step of the strategic thinking and specific strategies need people to promote. Therefore, I think the focus of education development, and other industries are the most different places, is to find the idea of empathy and the same people. Because education is not selling goods, it is affecting the child's life.　　Golden Baby to guide children to learn there is a special way, this is a belief, to find the same idea to promote this belief, I believe that the Golden Baby brand in any region will be rooted growth. Of course, the concept of education needs manpower and tools to achieve, golden Baby can be very frank to the brand's connotation and advantages of communication with consumers, rather than exaggerated in fact. Golden Baby franchisee through the concession business model guidance and planning, training golden Baby to join the organization's teacher capacity and franchise ability to help the franchisee can be very smooth in a region rooted.　　Most of our franchise is the parents, because parents in the experience of the happiness of golden Baby, the mutual introduction and promotion of this kind of education beliefs and ideas are heartfelt. Shao: Education experts and investors in the analysis of the achievements of all kinds of early education institutions in China, that the success of foreign educational brands in China is largely because it has aA mature business model, like McDonald's, can continue to replicate, according to the "Golden treasure advantages + Local Advantages" franchise development ideas, how to achieve in each area of the commercial model of replication? Xia: China is a development and the development of the city of the combination of various regions of the difference is very large, Shanghai and three-tier cities may be two different world, from the central municipality to the city, can not be a single model, from the education itself can not be a recruit half-style dozen China. For example, Gymboree in Shanghai will take 2.5 million, to three or four-line city may be 1.5 million can start.　　From a commercial point of view, Shanghai, Beijing and other first-tier cities are good areas, for the five-line city, must be tailored to the business model, if we enter Tibet, may be non-profit, just as the education of faith and brand promotion. We use different sizes and requirements in different cities, but some things will not change because of the city, the children in Lhasa should be the same education as the children in Shanghai, gold in different regions may vary in the area of business, but the center of the facilities, teaching content, the quality of teachers,　　The quality of the service should be exactly the same, and the standards for hardware and software construction are equal. Kim, why don't you do the straight camp? For example, I and franchisee said, fertile land I take root, poor place you do, if you are a franchisee, what would you think? This will make the franchisee very unfriendly, and franchising mode, you can guarantee the franchisee in a region of interest, so he will have a long-term motivation to promote the concept of golden treasure, and will be better to do the quality of education, or even more than we set standards. I am a franchise of the believer, the concept of franchising and golden Baby to develop the concept of franchisee fit. Golden Treasure to Xian, Changsha, Zhengzhou roots development, need to the local soil very familiar with people to irrigation. Before the mention of gold baby in the domestic third, four, five or even the sixth line of cities to do strong, we are thinking about how in China more than 600 county-level city, to find like-minded and have the ability to work with partners to do gold baby brand, faster to replicate this mode.　　Although KFC, McDonald's and Starbucks are doing franchise, but we are not in the sale of coffee and fried chicken, we are moving parents with love, to promote a child happy to learn the idea of education to change the parents to teach children's views. How to control the quality of franchising? We choose to join the business, the first thing to consider whether he understands the local consumption habits, the price of each region by the Golden Treasure Headquarters and franchisees to decide together, so that the golden baby to achieve localization. But the shop door standard, the financial statement, the Computer Management system, the management system, the advertisement plan all by the headquarters unification formulation. Every 1.5 months headquarters will visit a franchisee to investigate the franchisee's actual operation and implementation. Franchisee in and around the recruitment of instructors must be unified to Shanghai to receive rigorous screening and professional training, local teachers if not in line with the requirements of the headquarters, no matter how much the franchisee spent on training, are not employed.　　In ensuring the quality of service, we have spent three years, a total of more than 7 million yuan. Shao: Golden Baby The training program offered by China can be divided into three categories: management, operation and teaching skills, hope that golden baby China can provide "excellent teachers, high-end education."　　Gymboree In the rapid expansion process how to carry out the concept of promotion and talent training work? Summer: The expansion of any one organization has a certain limit, it is impossible to unlimited, every organization in the expansion of the need for experienced personnel.　　Although from the angle of expansion, we have full strength, but we always think about how the curriculum update and talent training speed and expansion speed match each other. Whether it's hardware or software training, we set high standards for ourselves. We usually spend 4-9 months to build a center. We pay great attention to the training of employees. So far, although we have been well ahead of the early education market, we are not satisfied. We have to go beyond the expectations of our customers, especially in terms of teaching quality, after all, the purpose of education is to benefit children.　　We are editing the "0-6-year-old parenting ceremony" and other early teaching materials, hope that the latest learning ideas to spread to more parents and children, the content of teaching to do more subdivision. We carry out social recruitment and campus cooperation to recruit talent, one is for teachers of higher English requirements, most from the Department of Foreign Languages and pre-school education major, another requirement is to have compassion, children have tolerance and patience. Golden Baby every year to train more than 600 teachers, including training managers, teaching staff and sales staff, the internal training system is also constantly upgraded and updated, the staff's own quality and social ability in the promotion, this let Golden baby employees become the industry's "Sweet cakes."　　We will help teachers achieve self-worth according to the actual situation, golden Baby employees can because of marriage and child geographical exchange, but also provide the opportunity to do training and management at Headquarters, or to engage in teacher training work. There is a real problem is that at present, there are many teachers unqualified in China's young early education institutions, I suggest that institutions of higher learning should carry out social training to solve the problem of teachers ' quality in early childhood, such as East China Normal University, Beijing Normal University, etc.　　We are willing to support the institutions of the university to carry out such a cause, the most benefit will be teachers and young children. Shao: Golden Baby to promote the teaching concept of "entertaining", since 2003, Golden Treasure has been in more than 70 cities nationwide more than hundreds "win at the start" of the 0-3-year-old free early education public lectures, the audience reached nearly 50,000 people, in all parts of the very positive and widespread impact.　　What do you think is the core value of Golden Baby's "Yu Le course"? Summer: Golden Baby's curriculum system is designed by child psychologists, is a fun, different from the teacher-centred traditional hard education and child-centered, relaxed and enjoyable teaching methods, applicable to every child. We are trying to establish a parenting mindset for Chinese parents, not to misunderstand the purpose of the curriculum offered by the Early Education centre. Many parents think the early education Center is teaching children to doSubtraction or back "Zi", in fact, we are to let more children think that learning is happy, this is the "Yu le Curriculum" core value. For example, the purpose of educating our children to learn English is to motivate them to use their voices and develop their ability to discern and imitate sounds. At age 0-6, reciting "Zi" is just a tool for training pronunciation, the purpose of English learning is to let children listen to different voices, in the future can naturally use Chinese and English, rather than after the pronunciation of the muscles mature and then to learn.　　The child now only learns to discern the sound in the joyful study process, will be able to pronounce correctly in the future. Many parents do not know how to love their children, or the traditional way to educate their children, lack of interaction with children. In fact, for 0-6-year-old children, the key is the cultivation of interest in learning, rather than the inculcation of knowledge. For example, to learn the piano, parents are advised to take a different approach: we let children enjoy the piano first fun. Once they find out they are interested in the piano, parents do not have to force them, they will voluntarily learn.　　China's early education market is not very mature, parents need more information to learn more about the concept of early education, we encourage parents to experience the child learning process, feel the joy of learning and sense of achievement. Shao: You led the Jing Zhong (Shanghai) Management Consulting Co., Ltd. was founded in 2003, is committed to the introduction of foreign advanced education concepts and methods, the development of early childhood education in China. The company "Every child has the right to full development, each child should be in a joyful, encouraging and professional environment to fully explore their potential" as a vision, and strive to the most comprehensive curriculum, the best quality service to meet the highest requirements of customers, the creation of China's first infant and young child education institutions.　　Can you talk about the original intention, current situation and plan of building international education brand? Xia: The original intention of introducing and perfecting the brand of international education is to give the best things to the parents of China. We want to create a learning brand that kids like, and use different tools to help him experience the joys of learning at different ages. At present, the company's brands are mainly golden treasures, Kimbao and tomato fields. The Golden Treasure was established in California in 1976, with branches in more than 40 countries and regions, and more than 600 early education centers throughout the world. Golden Baby provides a global synchronized education music, art and music courses, is 0-5-year-old children the happiest and most professional early education world. Golden Baby Since the introduction of the Chinese company into China in 2003, there are now 170 physical education centers nationwide.　　By November 2009, more than 170,000 0-6-year-old families had enjoyed or were enjoying the happy teaching offered by the Golden Baby. Kimbao and tomato fields are the early childhood education and brand that we will launch this year, will extend the idea of golden Baby, learn to become very happy! Jinbao Garden Kindergarten encourages and stimulates the child to explore actively, uses "according to the aptitude", discovers each child's uniqueness and the individual difference sex, carries on "The Tailor" the teaching pattern. In a strong international atmosphere, children are like breathingNatural absorption of multicultural nutrients, while building self-confidence and international outlook. Tomato field is the children's creative thinking of the Enlightenment garden, we use a variety of intelligent teaching methods and shun sex education, divergent thinking training and other child psychology and tomato field special skills and creative guidance ratio, so that children in the creative after the creation, not only creative, more skillful and expressive, Make every child a unique artist.　　Because the study found that top scientists and artists, the brains of the use of thinking is parallel, 70% of scientists have a talent for art, we have to cultivate children this thinking. The age of 0-6 years of education, to be made into Soong Ching Ling said: the best for children. We want to be the most respected education brand, this respect includes parents to our identity and see the child happy appearance.　　We plan to 2015, the essence of the brand will be able to do 3,000 centers nationwide.　　Shao: In the past 2 years, the red and yellow blue educational institutions, Oriental love baby, gifted baby, such as early education institutions to start with venture capital to prepare for the listing, you have any ideas and planning? Summer: More than 2000 babies are born per hour in China, and more than 10 million of infants in the 0-3 year old are in cities alone. In Chinese cities, each child family spends an average of more than 3000 yuan in early education each year, the children under 6 years old education market consumption amounts to 30 billion yuan, the investor enters the Chinese early educate market also to prove the education enterprise value and the charm. At present, China's early education market has only developed 16.1% of the total market share, beginning in 2010, the domestic early education market will enter the real "Warring States Period", the teacher training system, enterprise management ability and early education curriculum research and development capacity, etc. is the key to the overall competitiveness of enterprises, until around 2015,　　The early education market will be truly stable. Although from the point of view of capital operation, the education company financing, the listing will take more responsibility to the company shareholder, own brand as well as the society all walks of life, but we will ponder how does "hundred Years Education", lets the company staff obtain the better development, lets the parents and the child obtain the better service, therefore the Golden Treasure brand expansion strategy is steady , the future of the listing is the inevitable thing.