Lan Jie Jie - Consumer Research on the Quality Education Platform
Company overview
Lan Jie Jie is a professional quality education service platform developed by Skyline Link, aiming to become the 'Tmall' of quality education by providing users with a diversified and high-quality platform for aggregating educational resources. The platform unites a large number of premium education training institutions and service providers, offering standardized course systems, robust online management tools, and strong offline service capabilities to provide comprehensive operational support to education institutions, while delivering users a convenient and efficient experience in selecting and accessing educational products and services. The Lan Jie Jie APP features functions such as class trial bookings, course management, parent feedback, and points-based shopping, gradually building a one-stop, end-to-end quality education ecosystem.
Research background
In recent years, Chinese families have continuously increased their investment in children's education, driving rapid expansion in the quality education market. As educational spending has shifted from an exam-oriented model to one emphasizing ability development, user demands have become increasingly diverse. Lan Jie Jie faces two key challenges: first, it needs a deep understanding of the development trends, market landscapes, and competitive advantages across various sub-sectors of quality education, enabling the construction of a clear educational industry map; second, it must comprehend the needs and decision-making behaviors of parent users to support platform function optimization, product design, and service system improvements. Therefore, the platform urgently requires a scientific and systematic market research effort to provide strategic and operational decision-making support.
Research scope
In August 2016, CEIDEA Research was commissioned by the Lan Jie Jie platform to conduct macro-level research and micro-level questionnaire surveys across five key cities: Beijing, Shanghai, Chongqing, Shenzhen, and Xi'an. The research covered: 1) rankings and competitive advantages of leading institutions across various sub-sectors of quality education (e.g., painting, dance, programming, Go, hosting, sports) nationwide; 2) market penetration and revenue share of each sector within the broader education market; 3) operational challenges and development bottlenecks across different types of education; 4) parents' awareness, key concerns, course selection logic, willingness to pay for per-class fees, and annual education budgets; 5) user demand for branded education platforms, usage habits, and satisfaction levels. Research methods included expert interviews, in-depth visits to institutions, parent surveys, and price data collection from representative courses in key cities.
Expected outcomes
The final report will present a comprehensive overview of the current status and development trends across various sub-sectors of quality education, identify institutional distribution and market concentration levels, and analyze typical operational models and pain points among different education service providers. At the micro-level, it will provide an in-depth portrait of parent user profiles, revealing their consumption behaviors, price sensitivity, and expectations for platform-based products. This will offer Lan Jie Jie with concrete data support and strategic recommendations in areas such as content acquisition, feature optimization, product packaging, and operational strategies, helping the platform build differentiated competitive advantages and sustainable development pathways
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