Summary of Key Issues
The college entrance examination (Gaokao) application process is plagued by various issues: many agencies exploit parents through misleading advertising (presenting themselves as “senior experts” or offering “one-on-one services”), creating anxiety (by claiming they can’t waste a single point or that time is running out), and overusing AI tools (selling freely generated plans at high prices). The fees range from several thousand to tens of thousands of yuan, yet the actual quality of service is often subpar—these agencies may not understand the policies, provide superficial recommendations, or fail to meet their promises. Experts argue that truly valuable services should involve personalized communication, with AI serving as a supplementary tool. Ultimately, the decision on college choices should be based on the student’s interests and abilities, and the official free resources are sufficient to meet most needs.
Parents’ Experiences of Spending Big Money for Little Value
A parent from Guangdong, CC, spent 5980 yuan on “one-on-one service” but found that the teacher was uninformed about local admission policies (and didn’t even remind her of the deadline for early applications). In Chengdu, a parent named Nuan Nuan paid 8988 yuan for consultation, only to discover that the private schools recommended by the consultant could be found easily by looking through the application guides herself, and the consultant couldn’t even provide a clear strategy. These parents, hoping to feel more reassured, realized that the services offered by these agencies were less reliable than doing the research themselves.
The Three Main Tactics Used by Agencies
1. Misleading Packaging of Experts: A CCTV investigation revealed that many so-called “senior planners” are actually new employees with only two months of experience, who are forced to pretend to have ten years of expertise. It’s difficult for parents to verify this information.
2. Creating Anxiety to Drive Sales: Agencies use tactics like “golden 24 hours” and “don’t waste a single point” to create a sense of urgency, often with the help of fake online communities.
3. Abuse of AI as a Profit-Making Tool: Some agencies use AI to generate application plans (even during live broadcasts) and then sell them as “personalized services” at high prices, essentially turning a free tool into a commercial product.
AI: Not the Culprit, but Misused
AI itself is a useful tool that can quickly organize public data and policy information, saving parents time (for example, Qianwen AI has over 14 million users). The problem arises when agencies sell these standardized plans without providing personalized guidance. For instance, some families want to get into prestigious universities, while others prioritize specific majors or locations; AI cannot account for these individual differences, which require in-depth communication between consultants and parents.
Why High-Price Services Remain Popular?
Parents are willing to pay because they seek certainty when filling out college applications. The new Gaokao rules are complex, and they fear wasting their children’s scores due to a lack of understanding. Agencies that claim to have “internal information” or can guarantee admission to public universities tap into parents’ desire to avoid mistakes or secure the best opportunities. However, expert Xiong Bingqi points out that career paths are dynamic, and what’s popular now may not be in four years. There is no absolute “correct answer.” Chu Zhaohui also emphasizes that agencies have no access to any internal information; admission rules are set by universities and examination boards.
The Right Approach to Filling Out Applications
1. Prioritize Official Free Resources: The Ministry of Education’s “Sunshine Volunteer” system and provincial examination board websites provide authoritative admission plans and historical data.
2. Use AI as a Helper, Not a Replacement: AI can help organize information (e.g., by checking university admission scores), but decisions should still be based on the child’s interests and abilities.
3. Be Skeptical of Guaranteed Admissions and Internal Knowledge: Agencies that promise low-score admissions or access to special spots are likely scams.
4. Make Decisions Together: The application is about the child’s future; discussing it with them is more reliable than buying a “standard answer” from an agency.
In summary, the key to filling out Gaokao applications is not to rely on experts but to understand the rules and make choices based on your child’s needs. High-price services from agencies, without personalized communication, are often less useful than free official resources and AI tools. Don’t let anxiety lead you to waste money and potentially harm your child’s future.