Technavio's latest report on the English language training (ELT) market in China provides an analysis on the most important trends expected to impact the market outlook from 2016-2020. Technavio defines an emerging trend as a factor that has the potential to significantly impact the market and contribute to its growth or decline.
| By 2020, it is estimated that the number of English speakers in China will outnumber the native English speakers in the rest of the world. Currently, China is the world largest market for English language services, which is valued at around USD 65 billion. | |||
The English language training market in China is expected to grow at a CAGR of over 19% during the forecast period. The growth will come from individual learners in the Pre-K-12 segment who are enrolling in these courses to prepare themselves for higher education in other countries such as the US, the UK, and Australia. Consequently, many English language training institutions are offering training courses for entrance examinations for graduate schools, including training for IELTS and TOEFL. Students also enroll in English language training programs to enhance their skills in line with international standards therefore, language training centers offer professional courses for corporate entities, as well as regular language learning classes.
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The top three emerging trends driving the English language training market in China according to Technavio education research analysts are:
- Increasing use of new technologies by vendors
- Rising globalization of business
- Emphasis on development of human capital
Increasing use of new technologies by vendors
According to Jhansi Mary, a lead analyst at Technavio for K12 and higher education research, "Vendors are ensuring that they incorporate more visualization and virtual interaction in their education products and services to attract as well as retain students and increase the effectiveness of their courses." As the market gains traction, increasing number of English language training providers will use new technologies such as adaptive learning, gamification and learning analytics, especially in their online offerings.
Vendors such as Hujiang, Super Class, and 17zuoye are already adopting these technologies in their language training courses. For instance, the Air Class platform by China Online Education Group allows English learners in China to get in touch with foreign teachers in other parts of the world for live interactive lessons. Through their 51Talk mobile app students can manage lessons, access material for lessons, and book locations of their choice.
"Apart from using analytics to assess student needs and performance, vendors are also using these tools to select and train their staff, analyze teaching aptitudes, and attain feedback about their teaching methods. Based on the availability of teachers, the schedules of teachers are prepared using analytical software solutions," says Jhansi.
Rising globalization of business
China has emerged as a prominent economy. Proficiency in English language is essential for conducting various business activities. The high urbanization rate and growing awareness pertaining to the type of qualifications and certifications, which are essential for a lucrative career in a globalized economy have positively influenced the Chinese education market. As the majority of Mandarin-speaking population in the country is already struggling with English language, the demand for English language training is likely to flourish in the light of these developments.
Wall Street English is among the leading players that provide internationally recognized training to Fortune 500 companies with around 1,000 clients globally. In China, the company has provided training to over 300 companies such as Bank of China, Lenovo, Roche, Bayer, HUAWEI, and Air China. As more global companies with headquarters in China emerge, the demand for specialized courses will increase further.
Emphasis on development of human capital
There are over 400 million English language learners (ELLs) in China. English language training institutions are flourishing in the country because of the lack of focus on English language training in the state education system. In addition, the government has planned skill development programs for more than five million workers in the IT, manufacturing, tourism, environmental protection, and agriculture sectors by 2020. The market will also grow due to the emergence of several foreign companies in China as a result of the growth in foreign trade. To collaborate with or work in these companies will require individuals to be competent in the English language.
International MNCs are expanding their market base in the country and they offer several incentives to employees who can demonstrate English proficiency. This encourages employees to enroll in English language training programs. Therefore, investment in these programs has increased at both the corporate and individual levels. Moreover, many international events organized in China have triggered individuals to acquire knowledge of English language. For instance, English language training institutions were entrusted with the responsibility of training volunteers and vehicle drivers for the 2008 Beijing Olympics.
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