The ELT market in China is anticipated to grow at a CAGR of more than 19% during the forecast period, says Technavio.
Technavio has announced its latest market research report on ELT to its K12 and higher education portfolio. This market analysis discusses the major drivers and key emerging trends that will influence the growth of the ELT market in China during the forecast period 2016-2020. Some of the top vendors listed in this industry analysis include EF Education First, iTutorGroup, New Oriental Education & Technology, and Pearson English.
“Several English training companies in China are coming up with new technologies such as adaptive learning, gamification, and learning analytics to cater to the growing requirements of the students. Vendors are incorporating more visualization and virtual interaction in their education products and services. They are also offering holistic learning solutions that integrate live lessons, assessment, and mentoring to attract as well as retain students and increase the effectiveness of their courses,” says Jhansi Mary, a senior analyst at Technavio for research on K12 and higher education.
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The new industry research report from Technavio analyzes some of the key drivers and trends responsible for the growth of this market and its sub-segments.
Increase in outbound students
The lack of focus on the English language education in the schools of China has compelled students to enroll in private English language training institutions to excel in these tests. The availability of such test preparation programs has positively influenced the growth of the English language training market in China. Owing to the poor education system in China, it is a serious challenge for students to find a suitable employment as they do not possess the skill and fluency to work in MNCs. To improve their skills, Chinese students prefer to study overseas in countries such as the US, the UK, Germany, and Australia. With the growing emphasis on the English language, there are more students enrolling for passing language tests such as the TOEFL, GRE, and IELTS.
Rising innovation in delivery platforms
Vendors in the market are focusing to improve their online presence and their marketing strategies on digital platforms, e-commerce websites, and virtual classes through advertisements. Language training institutions in China are implementing new business models such as online to offline (O2O) and Massive Open Online Courses (MOOCs) to enhance their profitability and augment learner base. For instance, new Oriental Education & Technology, a key vendor in the market, launched the New Oriental TV Classroom to improve the delivery of online education. Vendors are also coming up with products that include more mobile-based content. The language learning app Duolingo had over 1.5 million downloads within the first week of its launch on Apple store, which shows the extent of using mobile platforms in language learning.
Emergence of English training for specific sectors
There is a high requirement for English language-based training in specific sectors in China, especially companies that have a global presence and the primary language used for organizational communication is English. Such precise needs equip learners with the knowledge about sector-specific terminologies in the English language. Vendors in the English language training market in China are diversifying their product offerings based on specific training requirements from sectors such as medical, aviation, business, finance, law, tourism and hospitality, oil and gas, and IT. There has also been a rise in demand for academic English, which caters to higher education students who attend programs taught in English. Such specialized courses are available through online as well as offline modes. China Online Education Group, one of the vendors in the market, offers 16 specialty courses to individuals to help them become fluent in situation-based English and fulfill test preparation needs with courses such as Business English, IELTS Speaking, Interview English, Free-talk, Interview English, Travel English, and Daily English.
Some of the other prominent vendors identified in this report are ChinaEdu, China Online Education, Disney Consumer Products, Global Education and Technology, RISE Education, TAL Education, UMeWorld Limited, and Xueda Education.
This research report includes an in-depth analysis and market shares and sizes of the sub-segments and geography. It provides a comprehensive analysis of the key companies, including their market shares, business overview, key financials, etc. The market study also offers a detailed analysis of key drivers, challenges, and opportunities influencing this market.
A more detailed analysis is available in the Technavio report titled, ‘ELT Market in China 2016-2020‘. Technavio also customizes reports by other regions and specific segments upon request.
Other related reports:
- Pre-School or Child Care Market in China 2016-2020
- Test Preparation Market in China 2016-2020
- ELT Market in Europe 2016-2020
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