The picture shows the teachers and students of Wanling School taking basketball elective courses. Information picture

　　Core reading

　　Some rural schools in Qiongzhong Li and Miao Autonomous County of Hainan Province once faced hollowing out: weak teachers and loss of students.

　　In recent years, Qiongzhong County has improved the conditions for running schools, introduced excellent teachers, and done a good job in controlling dropouts … … With the improvement of teaching quality, Qiongzhong County has attracted more than 3,000 primary and secondary school students to return.

　　The geographical boundary is partial, the teachers are weak, and there are few students — — At one time, Qiongzhong Li and Miao Autonomous County in Hainan Province faced the problem of hollowing out rural schools, and many students went to school outside the county. Qiongzhong County, which withdrew from the poverty-stricken counties in 2019, now has another scene.

　　Since 2015, more than 3,000 primary and middle school students have returned to Qiongzhong County from outside the county, accounting for 60% of the growth of students in the basic education stage of the county. At the same time, the comprehensive evaluation index of the senior high school entrance examination in Qiongzhong County jumped from the bottom of the province in 2009 to the top eight in the province in recent four years.

　　Introduce backbone teachers and reform assessment methods.

　　Wanling School in Qiongzhong County was once a school facing the merger, ranking last in the comprehensive evaluation of the senior high school entrance examination in the county. In 2016, Wanling School introduced a principal and 11 key teachers. The arrival of excellent teachers and the gradual improvement of hardware have quietly changed this school.

　　"When I first came, this village school was in the hearts of local people ‘ Can’t save lives ’ School. " Bao Rui became the principal of Wanling School through competition in 2016. He remembers that when he first came, there were only 81 students in the middle school, and often half of them were not in class.

　　Fu Yongdong, director of the Education Bureau of Qiongzhong County, clearly remembers that before he went to a rural school for investigation and looked at a class’s physics test paper, almost all the scores of more than 40 people in the class were 30 to 40 points. "Teachers are very important to the level of education. It is difficult to improve the level of local teachers in a short time, and children can’t afford it. " Fu Yongdong said.

　　Since 2015, Hainan Province has successively implemented the introduction project of "good principals and good teachers" and the introduction project of "one city (county), two schools and one park" for high-quality educational resources, and provincial-level financial special subsidies have been given to cities and counties to run basic education well.

　　Taking this opportunity, since 2015, Qiongzhong County has introduced 24 outstanding principals and 133 key teachers from more than 20 provinces across the country, and the number of key teachers in the county has doubled. At the same time, priority is given to financial expenditure to ensure basic education. Since 2015, the county has invested more than 600 million yuan to improve school conditions.

　　More crucially, there is the reform of teachers’ assessment methods. Qiongzhong County eliminated the principals from the bottom of nine comprehensive evaluations in the school year, which widened the performance pay gap of teachers, and broke the situation of "teaching well and teaching poorly, with little difference".

　　In August, 2020, Wang Leilei was admitted to the post of rural backbone teacher in Qiongzhong County, but she missed the employment inspection because of her father’s sudden illness. Two months later, when her father was discharged from the hospital, Wang Leilei told Qiongzhong County Education Bureau that she still wanted to teach. Although the position was not full, the relevant departments of the county refused the request of the Education Bureau to make up the record according to the recruitment procedure. Fu Yongdong was in a hurry and went directly to the county leaders. Finally, through the decision of the county government executive meeting, Wang Leilei was re-recorded.

　　"I can’t think of making up a teacher, and I can put it on the county government executive meeting." Wang Leilei lamented Qiongzhong’s courage in introducing talents.

　　Perfecting the competitive employment system and stimulating teaching motivation

　　According to the new assessment method of Qiongzhong County Education Bureau, Wanling School has established an assessment mechanism with workload and teaching quality as the main standards. In the first semester of implementation, the performance pay that teachers got was up to more than 7,000 yuan. Some teachers couldn’t accept the gap for a while and found Bao Rui to complain.

　　"Controversy is not a bad thing, forcing schools to further revise and improve rules and regulations." Fu Yongdong said. Qiongzhong county began to plan how to make local teachers and imported teachers better form a joint force in this reform.

　　Qiongzhong County has broken the school boundaries, established 129 discipline regional teaching and research groups, combined more than 2,200 teachers in the county in each discipline regional teaching and research group, and arranged the imported discipline backbone teachers and local excellent teachers as the discipline regional teaching and research team leaders, so that teachers can communicate and integrate in teaching and research practice regardless of local or foreign.

　　The introduction of teachers does not account for the number of local teachers’ professional titles, and local teachers do not have to worry that the growth space will be squeezed. In addition, Qiongzhong tilted the financial subsidy funds to remote rural teachers and distributed rural teacher subsidies, from which more than 500 local teachers in the county benefited.

　　In 2018, Qiongzhong County began to implement the equal competition mechanism between local teachers and imported teachers. Successful local teachers can get a one-time educational talent award. During the employment period, they will be assessed equally with the imported educational talents and enjoy the annual assessment subsidy.

　　Wang Bo, a local teacher, was hired as the headmaster of a village. He said, "Years of tempering and learning from the introduction of key teachers have made me confident to stand on the competition platform and compete with everyone." In the past two years, there have been 15 outstanding local teachers like Wang Bo.

　　Gradually, the system has been straightened out, and more teachers have devoted themselves to teaching. Local teachers are actively preparing lessons and competing with imported teachers to attend open classes. There are even teachers in Wanling School who have been invited to the province to take part in marking the senior high school entrance examination.

　　Clear the number of dropouts and care for left-behind children

　　In Wanling School, Bao Rui is not only the principal, but also the "surrogate parents" of the students. In 2016, Qiongzhong included more than 6,000 poor students and left-behind children in the county into the "four ones" care system. More than 2,000 teachers, as "acting parents" of students in charge, "meet once a day, talk once a week, visit once a month, and evaluate the help effect once a semester".

　　"There are especially many single-parent left-behind children in rural areas here. Some classes have more than forty children, and only a few are not single-parent left-behind children. Schools and teachers have to take good care of them." Bao Rui said. “‘ Four ones ’ The operation of the care system makes teachers want to manage, dare to manage, and manage, and find ways to ensure that every student can complete the nine-year compulsory education. " Deng Shizhi, president of Wushi School in Wanling Town, said. Controlling dropping out of school has always been one of the key tasks of education in Qiongzhong County. After years of efforts, the number of dropouts in Qiongzhong County has been cleared.

　　The change of educational atmosphere and the improvement of teaching quality have brought about the progress of students’ grades. In 2020, there were 432 undergraduate college entrance examinations in Qiongzhong County, 102 more than in 2019. What makes Fu Yongdong even more gratified is that in the senior high school entrance examination in 2020, 75 of the top 100 students in Qiongzhong County chose to stay in Qiongzhong County to attend high school.

　　Over the years, depending on the relevant policies of the state and the province, Wanling School has received nearly 30 million yuan in financial support, which has comprehensively improved the campus hardware facilities. At present, the school has more than 130 teachers. The teaching building is clean and bright, with computer room, library, laboratory, etc. The plastic track, basketball court and swimming pool are fully equipped, and the multimedia teaching equipment of Banbantong covers all classes. At present, there are 1105 students in school, including more than 400 students returning from surrounding cities and counties.

　　"Frankly speaking, we are still making up the historical debts and getting back the confidence of teachers and the trust of parents." Fu Yongdong said that in order to make every child learn at home, educators in the county are taking a step forward in a down-to-earth manner.

　　Wanling Street, which was once lonely, became lively again, accompanied by the sound of books and laughter from the school. "Running a school well can change a village. The change of Wanling school is the weak school in Hainan rural areas ‘ Counterattack ’ Typical, but it has not yet reached the best appearance of rural schools in my mind, and I will continue to work hard to realize this dream. " Bao Rui said.

When "middle class" becomes a label and everything is called "middle class standard", what does the middle class really want? How can the business model better match the real needs of the middle class? In this paper, five types of typical middle-class people are deeply analyzed in four dimensions, and 10 future consumption trends are predicted. Let’s take a look at the inner world of the middle class.

Part1

The slowly unfolding middle-class spiritual world

Listen to the thoughts and concerns of the contemporary middle class

Only by accurately perceiving the subjective world of the contemporary middle class can we explore the clues left by them in the process of pursuing a better life. In the first part of the report, Joy City Holdings focused on the new four views and new anxiety of the middle class.

New four views of middle class

01. Values

You can have your cake and eat it, both your career and your life. The middle class struggles for career and enjoys life.

02. Concept of development

Always enthusiastic and willing to accept challenges is a self-growth creed that I firmly believe in. On the road to growth, the middle class is used to constantly challenging themselves.

03. Family view

A good man is ambitious in all directions, but only when he has a home can he have poetry and distance. The traditional gender division of labor has been broken, and men have become more family-oriented.

04. Cognitive view

Life is a marathon. Only by constantly finding the right position in comparison can we recognize the gap. The middle class pays attention to hierarchy and is used to determining identity through comparison.

New anxiety of middle class

01. The ambition is hard to pay, and the past is gradually fading.

Young and childless middle class are anxious about self-realization value, but their anxiety gradually decreases with age.

It is very important to fly high, and don’t forget whether you are tired or not.

Middle-class people are increasingly anxious about their health, and the higher their income, the more anxious they are.

03. The front wave is not far from the beach. When will the back wave rush forward?

The development of children has become the primary anxiety of the educated middle class.

Part2

The demand of the flourishing middle class

Discover the circle life characteristics of contemporary middle class

When there is no suspense in the daily life of food and clothing, colorful world and poetic dwelling have become the answers for contemporary middle class to solve the world.

According to the characteristics of consumption distance, structure and crowd, Joy City Holdings broke through the division of middle-class life circle into "the first life circle" and "the second life circle", and found the important conclusion that middle-class people had a very high consumption share in the first life circle but low satisfaction, which inspired the industry with huge market potential hidden in the first life circle.

Complementary happiness-typical characteristics of circle life

The first life circle: mainly refers to returning to the origin of daily life and closely fitting the diverse and high-frequency life demands;

The second life circle: mainly refers to the integration into a wider wonderful world, the pursuit of fashion, and the display of personality.

Circle distance: the first life circle of the middle class is mostly near the residence, with high consumption frequency, while the second life circle is relatively far away, with low consumption frequency.

In terms of consumption quota, the offline wallet consumption share of middle class in the first life circle is as high as 76%, which shows the characteristics of high frequency and low unit price.

Consumption structure: in the first life circle, people spend more on daily necessities such as purchasing, and in the second life circle, they spend more on entertainment.

In terms of circle people, the first life circle mainly serves the small circle where middle-class people are alone, couples get along and family accompany, and the second life circle mainly serves the social circle where middle-class people get together with friends.

Yearning for life-the core appeal of circle life

01. The gap remains, when will the ideal shine into reality?

The middle class expects more and better commercial supply in the first life circle. At present, their satisfaction with the first life circle and willingness to recommend it are lower than those in the second life circle.

02. Life with fireworks is more interesting.

The middle class generally expects the first life circle to be more full of fireworks, providing richer catering formats, children’s formats and higher quality self-improvement formats.

03. When the lights are on, don’t let the charm go nowhere.

Women’s emotional demands are more inclined to social needs, and they hope that the first living area will be in a more prosperous commercial street.

04. Holding your hand, quiet years is the most beautiful romance.

The main consumption demands of married middle class in the first life circle are necessary consumption such as eating and purchasing daily necessities, while unmarried middle class spends more on leisure and pleasure.

05. Time does not "disturb" people, and each has his own happiness.

Young middle-class people spend more on socializing and self-improvement in the first life circle, while mature middle-class people pay more attention to traditional shopping and purchasing.

Part3

Portraits of middle-class people with different styles.

Five typical middle-class descriptions

Our six core indexes innovatively divide the broad masses of middle-class people into five types, and deeply interpret them one by one, providing inspiration for the refined operation of the industry’s customer base:

① Wealth index: the income and assets owned by the middle class.

② Consumption power index: the average monthly consumption amount of middle-class people.

③ Consumer Willingness Index: the proportion of monthly consumption of middle-class people in the monthly income.

④ Social index: Based on the voice frequency of self-media platform and the number of WeChat friends.

⑤ Happiness index: the satisfaction of middle-class people with their work and life.

⑥ Spring Breeze Index: The preference of middle-class people for quality, experience, family and exquisite life.

Hard core quality family

This is a group of middle-class customers with high income and high consumption. They are willing to spend their time on meaningful things, have clear goals and directions for their careers, invest more time in their work, and attach importance to their children’s education investment.

They belong to a new type of "three highs" crowd in society, with both income and consumption reaching the top, and serve as the "bearers" of the company.

They are full of interest in new things and value the service experience when they consume.

They have a strong sense of self-improvement and believe that continuous learning can become advanced players.

Carpe diem

This is a group of middle-class customers whose income is not high, but their quality of life is not degraded. They yearn for a rich life with a house and a car, pay attention to improving their market competitiveness, and shoulder heavy life pressure at the same time.

They advocate "if you drink today, you will get drunk today", but their income is low, but they are never soft on consumption.

They value wealth and power, and at the same time care about their social status.

It is rare for them to have a half-day leisure, and they tend to get pressure release and a moment’s relaxation when spending.

Life zhimeijia

This is a group of middle-class customers who put family first and pursue quality life. They have certain expectations for the realization of wealth and freedom, are positive, pay attention to self-improvement, and attach importance to the cultivation of families and children.

They care about their small families, put "God beast" first, and invest a lot of money for their children.

They are willing to pay for a good mood and look forward to a life full of rituals.

They will not blindly pursue luxury, and brand attitudes and values are the key to consumption decisions.

New social forces

These are a group of social "severe patients", who pursue freedom of wealth and time, have high enthusiasm for work, have clear goals for their future career, and do not set too high requirements for the next generation, but pay more attention to personal life.

They are a Party Queen who combines beauty and talent, mainly young women in love.

They are full of fighting spirit for their careers, and believe that their greatest enemy in life is themselves.

They have a strong desire to share, and the self-media created by "unintentional" may have been well run.

They advocate the supremacy of experience and are willing to pay for the exquisite service and the release of pressure.

Small fortunate doctrine

They are a group of middle-class customers who value small life and pursue stability and happiness. They are content and enjoy leisure. Although there is no clear goal for future career planning, it can evenly distribute the energy and time of family life and personal life.

They are highly satisfied with their personal life and work, and are content and comfortable with life.

Their living conditions are carefree, and they pursue the continuous stability of their lives, which is unique in the society where anxiety is rampant.

They often take "whether they can take beautiful photos" as the key judgment of consumption decision, and of course, they will also calculate the public response after sharing photos in advance.

They are willing to refer to outside opinions when making consumption choices, and they are also keen to try fashionable things.

Part4

The rising trend of middle-class consumption

As the backbone of the demand side with the most transformative kinetic energy, every subtle change in consumption habits of the middle class will deeply influence the trend of consumption upgrading. Joy City Holdings summed up the key consumption trends of the middle class and the main consumption characteristics under the influence of the epidemic, and predicted the direction of the tide in advance.

Middle-class key consumption trend

01. Reason is king, and strength is excellent to impress your heart.

Practical rationality has become the mainstream consumption concept of the middle class, and cost performance is as important as quality.

02. Exquisite simplicity can also live a sense of high class.

The middle class yearns for a refined and simple life.

03. Full of feelings, sometimes afraid of hitting the shirt.

Personality design and classic design are also loved by the middle class.

04. Protect the face value and always give the best side of life.

The consumption price of skin care products of the middle class has a strong consistency, but there are great differences in products such as clothes.

You have to be in good health to ride the wind and waves.

Physical examination and health care products consumption have become the most common self-investment consumption varieties of middle class.

06. Impulse is not hasty, and young people have no regrets.

After 90′ s, the middle class has less advanced consumption behavior, but nearly half of them have impulsive consumption behavior.

Consumption characteristics under the influence of epidemic situation

01. Only by making a far-reaching plan can we keep up with the crisis.

After the epidemic, the concept of middle-class consumption tends to be more open-source and thrifty, and save for a rainy day.

02. Reduce the burden on your wallet and increase your life.

After the epidemic, consumers will reduce the consumption of some non-necessities for a long time.

03. Carefully roll the iron, and all poisons will not invade.

Fitness consumption has become a craze, and physical fitness begins immediately.

04. Full of confidence, the light of domestic products will live up to expectations.

The middle class’s goodwill towards domestic products has increased rapidly.

Source: Joy City Holdings Author: Joy City Holdings

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Original title: "Report on the Consumption Trend of the New Middle Class (Full Edition)"

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