Table of Contents
Since 2008, China’s children training industry thrived along with the holding of the Olympic Games and the World Expo. However, in recent years, the competition has become fiercer. Since 2014, a great number of children English training institutions have closed down one after another or suffered from a narrowed market space. Apart from the impact of government policies, the inaccurate market positioning and misunderstanding about the teaching methods are major reasons for their poor business performance.
Chinese parents lay much emphasis on course features and teaching resources (accounting for 40% respectively) when selecting training institutions for their children. The second top concern is the convenience and reputation. In the aspect of popularity, New Oriental (25%), Rise (23%), and Disney (14%) all successfully make a deep impression on Chinese parents, and in the aspect of teaching materials, New Concept English (42%) and Cambridge Young Learners English (34%) are well known in each professional fields. Only 4% parents have a particular concern with price, which is in accord with the situation of family expenditure for children English training.
Compared with the nearly saturated adult English training market, English training for middle school, primary school, and pre-school students will become the major driving forces for future development of the industry. In 2013, the market size of English training for Chinese middle and primary school students amounted to CNY 46.15 billion. New Oriental excels in this market with its lion’s share in whole China and becomes a leader of the industry.
Please note: The report is Chinese version. It will provide the English version in two business days.
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