中考教辅图书：优质教辅成竞争要素，品牌整合是未来趋势 头豹词条报告系列

Investment Rating - The report assigns a 4-star rating to the middle school exam preparation book industry, indicating a positive outlook for investment opportunities in this sector [23]. Core Insights - The market for middle school exam preparation books is expanding, driven by the increasing number of junior high school students and supportive education policies. The industry is expected to focus more on quality optimization and value addition in the future, with competition centering around high-quality content and digital innovation [2][24]. Industry Definition - Middle school exam preparation books specifically refer to books published for Chinese junior high school students preparing for the academic level examination (commonly known as "Zhongkao"). These include comprehensive review books and exam paper collections [3][4]. Industry Classification - The middle school exam preparation book industry can be classified into national and regional categories based on coverage area [4]. Industry Characteristics - The industry is characterized by a large market size, strong timeliness, and content optimization driven by policy changes [5][6][7]. Market Size - The market size of the middle school exam preparation book industry grew from 1.675 billion RMB in 2019 to 2.321 billion RMB in 2023, with a compound annual growth rate (CAGR) of 8.50%. It is projected to reach 3.371 billion RMB by 2028, with a CAGR of 5.11% [23]. Demand Growth - The demand for middle school exam preparation books is increasing rapidly, with the segment accounting for 17.05% of the Chinese book retail market in 2023, making it the second-largest category after children's books [11][20]. Competitive Landscape - The competitive landscape is evolving, with leading brands like Wanwei and Qu Yixian gaining market share. The industry is moving towards national standardization, with increased brand consolidation expected [9][31]. Policy Impact - Recent policies, including the "Double Reduction" policy, have significantly impacted the tutoring industry, leading to a reduction in the number of tutoring institutions and increasing competition in the exam preparation book market [17][24]. Digital Transformation - The integration of digital and intelligent technologies is becoming essential in the industry, enhancing the added value of exam preparation books and attracting more consumers [24][29].