How to open the hundred billion market of Chinese International Education

The development of domestic economy is speeding up the speed of Chinese going to sea, and the number of people learning Chinese is increasing all over the world. A few days ago, the Ministry of Education issued the standard for Chinese proficiency in international Chinese Education (hereinafter referred to as the standard), which will be officially implemented on July 1 this year and will provide reference for Chinese learners all over the world. According to statistics, more than 70 countries have incorporated Chinese into the national education system, and more than 4000 foreign universities have opened Chinese courses. Under the demand, the overseas Chinese education market may enter a period of rapid growth. However, in the process of rapid development and iteration of the industry, weak teachers, great differences in learners’ cultural backgrounds, and broad and scattered market are all problems that need to be solved urgently by international Chinese education institutions.

New standards for Chinese Proficiency

“CET-4 and CET-6 are coming!” Recently, a reporter from Beijing Business Daily found that many netizens began to discuss the topic of “CET-4 and CET-6 in Chinese version” on Weibo and other social platforms. In the topic comment area, netizens even wrote questions online directly, hoping to let foreign friends experience the breadth and depth of Chinese. In fact, the topic of “CET-4 and CET-6” originated from the “standard” issued by the Ministry of education and the state language and writing working committee not long ago. As the language and writing standard of the state language and writing working committee, it will be officially implemented from July 1, 2021.

Behind the new standard is the growing number of Chinese learners all over the world. According to the person in charge of the Sino foreign language exchange and cooperation center of the Ministry of education, at present, 75 countries have incorporated Chinese into the national education system, more than 4000 foreign universities have opened Chinese courses, 25 million people have studied Chinese, and 40 million people have taken various Chinese examinations. It is understood that Chinese learners’ learning motivation comes from job hunting, hobbies and other aspects. At the same time, many overseas parents have signed up for Chinese learning courses for their children, hoping that they can speak fluent Chinese even if they are not in their mother tongue environment.

“For a long time, overseas people have a strong desire to learn Chinese. These people can be basically divided into several categories.” Yao Hui, founder and CEO of lingoace, an overseas online Chinese education institution, said in an interview, “some of them are traditional job seekers. These groups are often college students who have just graduated to apply for jobs. They hope to get some good opportunities in the job market by learning Chinese.” It is understood that in many Southeast Asian countries, job seekers will mark their Chinese proficiency test level in the process of looking for a job. The most important purpose of the new standard is to serve as the reference standard of HSK, providing guidance for the design, proposition, implementation and scoring of the examination.

In addition, there are also Chinese learners who aim at their interests. Yao Hui said that this group accounts for a relatively small proportion of Chinese learners, including both adults and children.

Overseas demand drives market scale

It is worth mentioning that in the view of many people in the industry, the biggest change in the international Chinese education market in recent years is that Chinese learners are becoming younger and younger. In response to this trend, Yao Hui pointed out that the main reason is that more and more overseas parents are beginning to realize the rapid development of China’s economy, so they hope their children can master Chinese as soon as possible.

At the same time, many overseas learners themselves have the need to learn a second language or even a third language. Therefore, it is very common for people to master multiple languages. “Before, they chose to learn French, Japanese or Spanish. Now, more and more people choose Chinese.” Yao Hui said that fundamentally speaking, the most important reason for the increasing importance of Chinese among overseas groups is the improvement of China’s political and economic influence.

Under the background that learners in various countries pay more attention to Chinese learning, the development of international Chinese education has entered a period of rapid improvement. According to industry insiders, there is at least 50 billion yuan of capital in the international Chinese education market every year, and the speed of cross regional development of the industry will be further improved in the future. “Therefore, we expect that the market scale of international Chinese education will soon reach more than 100 billion yuan in the next 3-5 years, and the track is in the initial stage of rapid development.”. Yao Hui said.

The key to solve the problem of “big but scattered”

International Chinese language education has experienced rapid development since its inception. Previously, the person in charge of the Sino foreign language exchange and cooperation center of the Ministry of education also said, “with the continuous expansion of learning needs, the main contradiction faced by international Chinese language education has changed from” yes “to” no “. But in the process of development, to solve the problem of teachers, to solve the problem of cultural differences and scattered, has become the industry must break the situation.

Specifically speaking, in terms of teachers, at present, students majoring in Chinese international education, English and other related majors have begun to join the ranks of Chinese international education teachers. Wang Da (a pseudonym), who once applied for the master’s degree in Chinese international education, told Beijing Business Daily that in the retest stage of his examination, in addition to examining the relevant theoretical knowledge, candidates also need to carry out Chinese culture and talent training The display of talents can be calligraphy, guzheng, seal cutting, paper cutting, etc. “In my opinion, spreading Chinese culture is also one of the main responsibilities of Hanshu. Teachers of international Chinese should not only be able to show Chinese culture, but also be able to teach Chinese. This is the purpose and significance of this major.”

Yao Hui also pointed out that the current international Chinese education market is characterized by large volume and relative dispersion. Therefore, the biggest problem in the process of market development and expansion is how to effectively integrate the dispersed market. “According to the cultural background and user needs, our curriculum system will be fine tuned to analyze and match the learners in different environments.” At the same time, Yao Hui said frankly that the threshold of international Chinese education industry is high. Compared with other vertical fields in the teaching and training industry, it will take more time to realize scale and localization, which may be slower. “In my opinion, online learning may be able to hedge the bottleneck encountered in the development and expansion of the industry to some extent.”

“In the past decade, there has been a global upsurge in Chinese language learning. The learning groups include foreigners who need to do business with Chinese people, as well as a large number of overseas Chinese who need to learn the mother tongue of the second and third generations of immigrants.” Ge Wenwei, partner of Duojing capital, said in an interview with Beijing Business Daily that international Chinese education is a huge and extremely scattered market. “In the past, in the traditional PC era and the paper media era, it was difficult to aggregate the user needs through the long tail effect. But now, due to the development of the Internet and the rise of online learning, a new round of entrepreneurial opportunities have emerged, and some institutions have begun to aim at doing global Chinese marketing operations and services.”

Beijing Business Daily reporter Cheng Mingjie Zhao Boyu

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