In today’s society, learning is no longer the patent of school students, and lifelong learning has become the consensus of countless people.

Driven by the three major factors of policy, population and economy, the new vocational education has developed from the single textual research and examination oriented as the core in the past to the practical skills required by life as the core. The population of new vocational education students has expanded to the whole age group. At the same time, the learning needs are more diverse, and the information touch is transferred online. New vocational education is facing new changes and opportunities from industry to marketing. New vocational education came into being.

How big is the new vocational education market? What are the characteristics of a typical population? Which channels are mainly affected when making decisions? How to impress them? Tencent marketing insight (TMI) wrote the Tencent 2022 new vocational education insight white paper by visiting the founders or executives of training institutions in different new vocational education tracks and combining with the quantitative survey of students. The report deeply analyzes the current situation and opportunities of the development of new vocational education, excavates the portraits of subdivided groups and demand drivers, combs the decision-making links of students, and helps enterprises in the industry achieve better development and more efficient growth.

1、 The number of trainees is about 360 million, which is worthy of attention

After more than 20 years of development, China’s new vocational education has entered a mature period, and a variety of educational forms and learning carriers are also evolving. Acquiring multiple skills to meet the needs of life and work has become the key, and the industry has ushered in more mature and broader development.

According to the survey data, there are about 300 million students in China’s overall new vocational education industry. Young people under the age of 35 are the main group. At the same time, the learning needs of middle-aged and elderly people are also rising. The existing students are willing to renew / expand their courses, and 77% of them are willing to renew / expand their courses in the future. It is estimated that in the coming year, the number of students in the new vocational education industry market will reach nearly 400 million, and the market development will show a healthy trend.

The age composition of the main population determines that the core internal driving factor of new vocational education students’ course application is to strengthen their competitiveness and apply for a job. Therefore, vocational strongly related courses and academic training are the key to adult vocational education. However, at the same time, interest orientation and social networking are also important driving factors for students to apply for courses, and the interest skill training track is in full bloom.

Against this background, we analyze the following six typical groups in the current new vocational education market, with different needs and preferences:

Young job seekers: acquiring current popular skills

This group accounts for 19%, and the core driving force of their learning is job hunting. They like to attend classes at fixed times on weekdays. They pay attention to textual research and interest skills, and “current hot” is their choice.

LOHAS youth: looking for congeniality and self achievement

This group accounts for 11%, and the core driving force of participating in learning is to find common interests and self achievement. They hope to turn interest into long-term companionship in life, and hope that interest learning is not only interesting, but also richer and more practical.

Private owners: mastering skills to help their career

This group accounts for 23%, and the concentration of men in second tier and below cities is higher. The core driving force of learning is business / entrepreneurship. They prefer to flexibly arrange classes on weekends and pay attention to business / entrepreneurship related skills. Some people are looking for a more stable employment direction.

Backbone of the workplace: improving workplace competitiveness

This group accounts for 16%, and the concentration of women in first tier cities and above is higher. The core driving force of learning is to improve workplace competition. They prefer the combination of fixed weekend + weekday fragments to arrange class time.

Sideline part-time: opening up more employment channels

This group accounts for 12%. The concentration of young and middle-aged men in cities below the third tier is higher. The core driving force of learning is to make money part-time. They tend to make full use of the fragmented time of weekends + weekdays to study.

Silver haired people: make life more colorful

The proportion of this group is 4%. The concentration of learning needs of female groups is higher. They expect that learning can enrich their interests and hobbies and enrich their spare time.

2、 Four core links affect the decision-making of new vocational education groups

The formal enrollment of people in new vocational education generally goes through four stages: cognition, understanding, screening and decision-making. In each stage, different media affect consumers’ choices, in which wechat plays an increasingly important role.

Cognitive stage: online channels become dominant

At this stage, the overall proportion of students using online channels to understand information is as high as 94%. Wechat, knowledge interest and content social platforms have become the main channels for students to obtain information about new vocational education institutions. Different channels have different effects on helping students to understand the institutions further. For example, when the students need to know more clearly the required course information, the help provided by WeChat official account is Top1. Institutions need to combine their own characteristics, make effective use of the influence advantages of different channels on students, and play a good communication “combination fist”.

Understanding stage: highlight features and attract eyes

In the understanding stage, the new vocational education students have different preferences for the form and content of advertising and the way to further understand the organization. The students hope that advertising can highlight the brand background and course characteristics. The timeliness, comprehensiveness and comprehensibility of online information need the attention and maintenance of the organization.

Screening stage: use wechat to influence students

In the screening stage, nearly 80% of the students will make a choice among two or more institutions before the final transaction. In this process, WeChat system, such as WeChat official account of the organization, WeChat / WeChat, etc., can help stimulate interest and drive decision.

Decision making stage: brand strength and professionalism become the key

At this stage, the participants will further understand the institution through the WeChat video numbers, WeChat public numbers, WeChat applet, short video account, official account APP, and make the final decision. Among them, wechat ecology and official website are the key to building brand strength and professionalism of institutions, and they are also important channels to affect students’ consumption decisions.

3、 Seize the three development opportunities and seize the new vocational education market

Combined with the demand and value orientation of the new vocational education market, we found the following three opportunities. Enterprises can form unique and differentiated exclusive core competitiveness in combination with their own development path:

difference