张雪峰是人生路上的收费站

Core Viewpoint - The article discusses the increasing complexity and commercialization of college entrance examination (Gaokao) application processes in China, highlighting the significant market growth and the psychological impact on students and parents [3][6][28]. Group 1: Market Dynamics - The market for college application consulting services has grown tenfold over the past decade, with significant demand evidenced by the rapid sell-out of services priced at 11,999 yuan and 17,999 yuan [3][6]. - The complexity of the application process has led to a proliferation of consulting firms, with over 1,300 companies operating in this space, primarily in high-stakes provinces like Hebei [24][25]. - The average gross profit margins for consulting services are notably high, with companies like Xude Education reporting margins of 78.30% and 89.34% for different service offerings [25][27]. Group 2: Changes in Application Mechanisms - The transition from a gradient application model to a parallel application model has increased the complexity of the application process, allowing students to apply to multiple programs simultaneously [6][7]. - The introduction of new Gaokao systems has expanded the number of application options significantly, with some provinces allowing students to fill out up to 270 different program choices [10][11]. - The shift in focus from school prestige to program quality reflects the growing importance of specific fields of study, as the number of undergraduate programs has increased from 309 to 845 over the past decade [12][21]. Group 3: Psychological Impact and Consumer Behavior - The anxiety surrounding college applications is exacerbated by the lack of clear expectations and the overwhelming number of choices, leading families to seek external guidance [22][28]. - The article suggests that the desire for certainty in an uncertain environment drives families to invest in application consulting services, viewing them as a means to mitigate risk [27][28]. - The narrative emphasizes that the choice of major and institution can significantly impact long-term career trajectories, making the stakes of the application process feel particularly high [13][20].