Together Further 新机遇 新信心 新发展 | 2020年第六
(English Text Follows Chinese)
12月05日，北京，2020年第六届CCEA营地教育大会，通过线上线下结合的方式，圆满而成功的落下了帷幕！2020CCEC以Together, Further 新机遇新信心新发展为主题，在黑天鹅事件的冲击下，面对充满不确定性的未来，营地教育同行携手紧紧在一起，重拾了信心、共同探索了新机遇、共同觅得新的发展！
CCEA营地教育大会（以下简称“CCEC”）已经连续举办了五届，2015年首届CCEC以“了解中国，了解世界”为题，向大众展现了一个全新行业的勃勃生机；2016年第二届CCEC以“Hello, Camp”为题，着力于推动行业上下游交流；2017年第三届CCEC以“Camp+”为题，倡导多元化理念为青少年成长提供多样选择；2018年第四届CCEC以“Backto Basics”为题，回到“教育”本身，探讨教育如何在营地更好地践行；2019年第五届CCEC以“Make a difference”为题，从孩子需求和学习出发，关注每一个可能对未来产生影响的小小趋势性变化。
澳大利亚营地协会CEO Pete Griffiths，分享了在疫情期间，他们如何依据澳洲不同情况并借鉴其他地区优秀案例，通过为营员提供服务从而实现营地持续营运，以及持续帮助用户建立信心，坚定传递营地教育的核心价值，即如何让孩子们的成长从中受益。
2020年加拿大日营、住宿营和整个户外教育面临极大挑战，CCA加拿大营地协会前主席、Ontario安大略省营地协会主席 Jeff Bradshaw，分享了加拿大营地教育行业如何面对此次新冠疫情带来的冲击，以及为了确保2021年夏令营成功开展而做的准备和应对策略。
What does not kill you makes you stronger！
欢迎更多优秀的企业和从业者加入我们，成为 CCEA 理事单位和会员单位，让我们携手一起迎接 2021 的市场新机遇，明年第七届CCEA营地教育大会，我们，不见不散！
Together Further … New Opportunities, New Confidence, New Development
On December 5, Beijing, the sixth CCEA camp education conference came to a successful conclusion through the combination of online and offline participation. With the theme of “Together, Further… New Opportunities, New Confidence, New Development”, CCEC 2020 was impacted by the black swan crisis of COVID. Facing the uncertainty of the future, the camp education peers came together to regain confidence, jointly explore new opportunities and find new development together!
CCEA Camp Education Conference (CCEC) has been held annually since 2015. The first CCEC in 2015, “Understanding China and Understanding the World”, showed the vitality of a new industry to the public; in 2016, the second CCEC “Hello, learn about the world”, The theme of “camp” is to promote the communication between the upstream and downstream of the industry. In 2017, “Camp – Plus” advocated the concept of diversity, and provided multiple choices for the growth of teenagers. In 2018, “Back to Basics” returned us to core values in “education” to explore how to better practice education in the camp. In 2019, “Make a Difference” brought focus to needs and learning on the life of the individual child in our care. We must try to focus on every small trend change that may have an impact on the future.
2020 CCEC distinguished guest speech
What key points should China’s quality education pay attention to?
Yu Minhong, member of the Chinese people’s Political Consultative Conference and chairman of New Oriental Group Science and technology group, attended the Congress to share the keynote speech for CCEC 2020. Mr. Yu shared his definition of quality education to the participants from the perspective of what should be paid attention to in China’s quality education. As a well-known education expert in China, he pointed out that Chinese children and families have a growing, rigid demand for experiential activity, interesting learning scenes and professional methods resulting from solid research and quality camp practices. He believes that we practitioners are promoting China’s great education cause, bringing real happiness to millions of children and families in China, and contributing to children’s education, all-round development and life long experience. We are demonstrating quality education and enriching all-round growth of teenagers. Yu finally encouraged all practitioners to say that in difficult times, we should strengthen our educational belief, explore new opportunities and seek new development!
The state inspector, Secretary General of the National Education Advisory Committee, and former director of the education development research center of the Ministry of education, Professor Zhang Li shared with all the participants from the perspective of education policy. Through the interpretation of the research travel and camp education development policy, he discussed that in the future oriented education, the Chinese government and the education authorities vigorously promote and encourage quality education and education policy. He described a series of policies and systems for quality education that are put forward based on the research travel and camp education scenes, and on educating the whole person. Through Professor Zhang’s interpretation, we have strengthened our faith in moving forward!
Opening keynote speech of 2020 CCEC
Discussion on the future development pattern of Pan camp education industry in China’s market environment
Liu Ting, chairman of CCEC Camp Education Development Center, assistant vice president of New Oriental Education Technology Group and CEO of international study camp education business department, delivered the opening speech of the conference. The theme of Liu Ting’s speech was “Discussion on the future pattern of Pan camp education industry under China’s market environment”. In this speech, she acknowledged that novel coronavirus pneumonia did not interrupt parents’ demand for quality education such as research and camping, but indicated that the needs are more exuberant than ever, so it is difficult for our industry to be temporary. The prospect is still bright and we need to stick together. In addition, teacher Liu Ting proposed that the pan camp education industry, as a century old industry, has just started in China. In the next few years, the important problems to be solved in the industry are methods to establish clear business models and creating industry standardization. In addition we must analyze how to permit small and medium-sized enterprises in the industry operate with more stability and long-term confidence. She proposed that the fundamental way to solve the questions around business model is the division of labor among industries. Small and medium-sized enterprises can explore their own advantages in campsites, curriculum design, operation management and industrial chain related subdivision fields, and provide professional products and services for the prosperity and development of the whole industry, so that the industry can create more professional excellent enterprises. Within CCEA, the strategic focus of the next few years is to build an alliance of top 100 enterprises in the industry, and form a professional committee of six major tracks, which can reverse the development of industry enterprises and talents in the whole industry. CCEA, as a private enterprise alliance, is expected to contribute to the policy-making, industry norms and personnel training of the government.
Opening of CCEC 2020
British, American, Canadian and Australian camp education masters gather
The global camp education industry has been hit hard. In the face of the normalization of the epidemic situation, John Jorgenson, former chairman of ICF International Camp Association and expert in outdoor education and leadership education delivered brought greetings from the ICF community. Jorgenson shared the recent successful cases of the international camp community and the cases of how to face the future risks. He expressed hope that the global camp education colleagues can work together to overcome the difficulties. Now, we need each other’s support more than at any time in the past.
Pete Griffiths, CEO of the Australian Camp Association, shared how they, based on different conditions in Australia and learning from excellent cases from other regions, realized the sustainable operation of the camp by providing services to campers, and continued to help users build confidence and firmly convey the core value of camp education, that is, how to benefit children’s growth.
Pete Stacey, national director of BAPA British outdoor activities association and chief certification officer of BAPA British outdoor activities association, shared how British campsites responded to the crisis and why they need camp certification and evaluation system. BAPA is the official certification association, which has been in the UK for 75 years. On the standard safety system, campsites can establish their own personalized security system.
Canada’s day camp, residential camp and outdoor education in 2020 are facing great challenges. Jeff Bradshaw, former chairman of CCA Canadian Camping Association and President of Ontario Camp Association, shared how Canada’s camp education industry faced the impact of the new outbreak, as well as the preparations and coping strategies to ensure the success of summer camp in 2021.
Tom Rosenberg, CEO of ACA American Camp Association and honorary award winner of American Camp Association, shared the camp operation measures and online innovation projects during ACA summer camp. After the summer of 2020, he believes that today’s teenagers need to experience camp education more than ever before. Immersive experience can promote the growth of young people and develop their social emotional learning ability. At the same time, he extended his best wishes to the Chinese counterparts in camp education.
CCEC 2020 China Business Association – Special Session
More excellent views of directors and founders of CCEA Alliance
Xia Bo, vice president of CCEA Central China Camp; Northeast region and founder and CEO of Kailey International Institution, shared the phased achievements of the exploration of short video live broadcast of Kailey education through the failed attempt of water trial short video + live broadcast and the current fan matrix. It explained the strategy of how to transform the traditional offline camp industry into online short video + live broadcasting. The short video platform needs to first establish the human settings, and the content structure needs reverse thinking, so as to really clarify what problems parents need to solve. One thing can be said clearly in 30 seconds. The short video structure covers pain points / laughter points, solutions and human settings. Short video as a marketing tool, can do advertising exposure drainage, live is the focus of cash.
Xu Meng, Director of CCEA and founder of Xiashan Camp Education, shared the product and organizational innovation of camp education institutions. The epidemic in 2020 is a poison and good medicine. For Xiashan, it is the flexibility of the organization and the innovation of products that are stimulated and accelerated by the epidemic. Only when there are enough signs to shuffle under the epidemic situation can the institutions be shuffled to survive. From two aspects of product innovation and organizational innovation, he shared the innovation of Xiashan’s products in 2020, the thinking behind it and the trial path, as well as how to restructure the organization. It can activate the team and realize the sustainable innovation ability of the organization without relying on the founder.
Zhou Bing, director of CCEA and founder of Three Bears Education Travel, shared how enterprises realized the growth against the trend through the travel business around the city under the epidemic situation. The epidemic situation accelerated the excessive growth of the travel industry from savage growth to intensive cultivation and even reshuffling. When the market environment is good, everyone’s energy is focused on the high-value tourism projects at home and abroad, and the domestic and surrounding study tours lack development and intense cultivation. This year’s epidemic situation invites us to do a better job of domestic and peripheral study tours. We need to work hard to explore products and upgrade experiences. At present, the epidemic situation suppresses the outbound demand, but not the travel demand. The demand for outbound study tour originally planned to be transmitted to the domestic market. Enterprises can pay attention to how the suppressed demand is solved, and the domestic tourism society is facing a new challenge to turn crisis into an opportunity for development.
Zhang Zhe, director of CCEA and President of CASC Casco Youth Leadership College, said that we often regard enterprise as a bird with head and wings. In the process of starting a business, head and wings are indispensable. The head of an enterprise is the mission vision values, that is, the navigator of the enterprise. Wings are like our word-of-mouth system and marketing system. The head without wings can move forward, but it is very slow, and it is easy to be left behind by the market; Wings without a head may fly fast but the a crash is inevitable or you may fly in the wrong direction before you collapse. Based on her 20 years of entrepreneurial experience, she shared how to build the mission vision values of the enterprise? And based on the enterprise navigator to establish one, three, five-year strategy. At the same time, she also pointed out that the navigator plays a leading role in the crisis for enterprises, and how to help enterprises turn crisis into opportunities.
Pan Peng, director of CCEA and chairman of Sino-German Camp Education, shared the cross-age trial and cross-industry exploration of offline camp education. He insisted on “education with temperature”, triggered the persistence of offline camp education, innovated the education mode, and endowed the connotation of camp education in many fields We should make a “meaningful” attempt and think at the top level of cross age trial of offline camp education; we should devote ourselves to “helpful” education to form cross-industry exploration of offline camp education, link social needs, develop full play-to-education focus, deepen agricultural vocational education, and innovate/create joint venture incubation models involving government, school, enterprise and village.
Fu Dequan, vice president of CCEA South China region and vice president of Hubei Research Travel Association, shared the following points: in the new opportunities, new confidence and new development, facing the post epidemic era, laying the foundation for children’s life-long growth, better cultivating future builders and successors, pan camp education institutions and their practitioners need to reshape the boundary, improve cognition and start together, and colleagues urgently need to calm down, slow down, analyze the hot spots, difficulties and pain points of the industry, learn from each other, and make clear the practical education direction of cultivating morality and talents. According to the outstanding characteristics of various stages in the growth of the industry, we should strengthen the extensive cooperation of various social education resources, and constantly move forward to the height, breadth and depth of practical education, gradually form a school running mode with various systems coexisting, and establish a market-oriented operation mechanism with modern information management means, promote the healthy development of Pan camp education.
Wang Shigang, director of CCEA and vice president of Taiwu Skiing Town, shared the support of cultural tourism real estate for the camp education industry and the integration of resources after the epidemic. As a camp, Taiwu nature camp is not only maintaining its current business model, but also making a positive transformation. Finally, it creates a dual identity of camp and organization, and carries out parallel mode of light asset output and heavy asset investment. The identity of the camp enables Taiwu to further study in the implementation and service section and strive for standardization and process; at the institutional end, it continuously expands program with products as the core, and gradually builds product lines suitable for different regional characteristics to adapt to the use of different customers.
Huang Yutong, director of CCEA and general manager of Jifa Nature Education Camp, shared the optimization and construction of camp product system in the post epidemic stage. He saw that it was easy to say but difficult to make products for customers. Most of the time, our campsite partners make products based on resources and their own ideals, but they find that they can’t sell and fall into an embarrassing situation. How can we really see the needs of our customers? What are the core values that we can deliver and trade for our target customers? Does our camp business have a product architecture? How to construct pyramid product structure to solve the problem of sustainable operation? How should we plan the three-tier business chain?
Wang Jingkai, director of CCEA and vice president of Beijing Century Mind, shared the effective operation solutions of the camp/base. In recent years, state-owned enterprises, real estate developers and cultural and tourism investment developers have upgraded their stock assets and added research, practice and education sectors in new projects. In the next few years, a large number of camps/bases will enter into operation, and the campsites/bases are teaching as a space carrier, each project needs to develop different business strategies based on the software and hardware conditions and location conditions of the project, so as to realize the rapid growth of revenue scale through the compound business product model.
Chen Rong, vice president of CCEA communication, presided over by Chen Rong, vice president of CCEA communication and guests, Wu Yinghui, executive director of Jingde academy, President of Haidian District Institute of education and science, former president of Beijing NO.4 middle school, Liu Wei, vice president of Beijing Xinyingcai School, and vice president of CCEA North China District Camp; Li Jinghui, International Camping Fellowship Ambassador to China interpreted and analyzed the education ecology of the camp in the post epidemic era. Based on the specialty, they selflessly shared their experiences, lessons and thoughts to collide with each other. What do we ultimately expect to give our children? Now and in the future, the camp education with children as the core still needs us to constantly think and explore, maintain communication and collision, and move forward hand in hand!
Closing speech of 2020 CCEC
The change and invariance of camp education, breaking circle thinking and opening to possibility
Zhao Wei, honorary chairman of CCEA, provided the closing sharing of CCEC 2020. The epidemic situation is a topic that every industry must acknowledge and face. Learning to get along with high uncertainty and pursue a more positive state to work and study is exactly what the camp education peers practice and can pass on to children.
In 2020 CCEC, there are 7 modules, 9 parallel sub forums and 23 speakers. In the face of constant changes, there will always be a need for core values, and children’s need for meaningful growth will not stop because of external changes. To explore how to better serve these growth needs of children in the changing world, this conference invited campsite operators that made rapid response and adjustment under the impact of the epidemic to share their practical experience.
We fully and actively participated in each session of the conference, exchanged deeply and shared experiences, lessons and thoughts. We listened to the thinking of every practitioner, made friends, reached common ground and established intention for future cooperation, and also… Did not forget to have fun!
What does not kill you makes you stronger！
CCEC 2020 has ended and a new journey has begun. Let’s regain our confidence, explore new opportunities and seek new development – Together, Further!
We welcome more excellent enterprises and practitioners to join us and to become part of CCEA’s governing unit and member unit. Let’s join hands to meet the new market opportunities in 2021. Let’s meet again at the 7th CCEA camp education conference in 2021!