Core Viewpoint - New Oriental's Da Yu Culture has achieved significant recognition in the cultural dissemination sector, winning over ten industry awards and gaining acknowledgment from mainstream platforms, particularly in the field of English children's books, which are experiencing accelerated high-quality development [1] Group 1: Educational Philosophy - The company promotes a "pain-free" English learning philosophy, encouraging children to learn English naturally and effortlessly in a meaningful and comprehensible language environment, rather than through rote memorization or exam-oriented training [1] - Since its entry into youth reading education in 2016, Da Yu Culture has developed a comprehensive publishing system for children, covering various types of literature from picture books to classic works, aimed at creating an efficient English reading pathway that combines international perspectives with local roots [1] Group 2: Strategic Partnerships - In 2024, New Oriental established a strategic partnership with Houghton Mifflin Harcourt (HMH) to introduce and localize the Leveled Literacy Intervention (LLI) system in China, which has been successfully implemented in K12 classrooms across North America and has helped over 20 million children globally [2] - The introduction of the LLI system marks the first complete import of an international leveled reading intervention system in China, enhancing the company's educational offerings [2] Group 3: Teaching System and Resources - The LLI system is not just a set of leveled readers but a comprehensive scientific teaching system that enhances language skills through a core reading strategy system (SOSA), guiding children from "learning to read" to "learning through reading" [3] - Da Yu Culture has localized the LLI system by creating a diverse support system that includes reading manuals, bilingual videos, audio resources, and the "New Oriental Little Bookworm" app, allowing for personalized learning experiences tailored to children's ages and English proficiency [3] Group 4: Multimedia Integration - In response to the shift from traditional reading to multi-modal formats, Da Yu Culture is creating a "books + animation" ecosystem that integrates over 30 years of English teaching research with high-quality global content [4] - The company launched the English reading book "Journey to the West," adapted from a well-known animated IP, which achieved sales of over 125,000 copies in its first year, setting a benchmark for progressive English reading in families [5] - In 2025, Da Yu Culture will deepen its collaboration with the leading animation platform Little Fox, introducing new titles that enhance children's language comprehension and speaking skills through a synergistic approach of sound, visuals, and text [5]

Core Insights - New Oriental's subsidiary, Dayu Culture, launched a "Summer English Reading List" for children, introducing three new English chapter books aimed at enhancing English literacy among children [1][2] - The initiative addresses the growing demand for children's English reading materials in China, as parents and educators seek effective ways to select appropriate books for different reading levels [1][3] Company Overview - Dayu Culture has over 20 years of experience in book planning and focuses on providing high-quality learning and reading services for Chinese families [3] - Since 2016, Dayu Culture has been exploring and developing its English reading offerings for children, creating a comprehensive publishing system that includes picture books, graded readers, chapter books, and classic literature [3] Product Details - The newly launched books include "Rocket Girl," "Rocket Girl's Journey to the West," and "Sherlock Holmes: The Young Detective" (English versions), categorized as initial chapter books and mid-to-high chapter books [2] - These books are supplemented with various resources such as animations, audio, workbooks, and Chinese translations to support children's English learning [2][3] Educational Approach - The reading progression system categorizes books based on age, reading ability, and language difficulty, aiming to facilitate a smooth transition from graded readers to chapter books [1][3] - The combination of books and animations is highlighted as an effective tool to help children overcome challenges in reading comprehension, enhancing their understanding through multi-sensory engagement [3]

Core Insights - New Oriental's Danyu Culture held a conference focusing on family English reading, discussing the development of an English reading progression system for children [1] - Danyu Culture launched three new English chapter books: "Rocket Girl," "Rocket Girl's Journey to the West," and "Sherlock Holmes: The Young Reader's Edition" [1][2] - The company introduced a summer English reading list for children, tailored to different age groups and reading levels, to assist parents in selecting appropriate books [1] Group 1 - The conference emphasized the importance of quality reading resources in promoting children's English learning [1] - "Rocket Girl" is based on the highest-viewed animation on the Little Fox platform, featuring a premium hardcover design [1] - "Rocket Girl's Journey to the West" combines a new IP with traditional Chinese cultural elements [1] Group 2 - Danyu Culture has developed a comprehensive publishing system for children's English reading since 2016, including various types of books [2] - The company aims to facilitate the transition from basic to advanced English reading through a structured progression plan [2] - The reading progression system is designed to align with children's cognitive development and language proficiency levels [2]

Core Insights - The article highlights the expansion of English reading education in China, particularly through the introduction of new English reading products by New Oriental Education Technology Group's subsidiary, Dayu Culture [1][2]. Group 1: Company Developments - Dayu Culture has launched several new English reading products, including "Rocket Girl," "Journey to the West," and "Sherlock Holmes for Teens," building on its previous business experience [1]. - Since 2016, Dayu Culture has been actively exploring the field of English reading for youth, developing a comprehensive publishing system that includes picture books, graded readers, bridge books, chapter books, and classic novels [1]. - The company has created a family English reading progression plan based on original texts, aiming to provide a new path for English reading education [1]. Group 2: Market Performance - The product "Journey to the West" achieved impressive sales, surpassing 125,000 copies in its first year, establishing itself as a benchmark in the initial chapter book category within the competitive children's book publishing industry [1]. Group 3: Industry Perspective - The CEO of New Oriental, Zhou Chenggang, emphasized that reading is not just a tool for language learning but a bridge to a broader world, highlighting the importance of quality content in igniting children's reading passion and fostering lifelong readers [2].