Today I’m going to talk about a hot topic: education in China and the online boom. I had talked about this in the past, but since the Covid crisis, education in China is changing…
The importance of education for the Chinese
Out of 1.4 billion people make up the Chinese populationmore 230 million of them are children who need education.
education is the Number 1 priority for Chinese parents. In this country, which has a one-child policy, many are willing to provide for that child’s needs as best they can.
Success, reputation and a good, comfortable lifestyle. This drives the Chinese to ensure the best for their child through quality education.
LEducation in China is not limited to children, it also affects adults. Some want to go back to school to make a career change, some entrepreneurs want to complete their suitcase, some are just hungry for knowledge of all kinds.
Thousands of people are affected and all deserve to be able to attend the courses they want.
education for many reasons on-line – literally “online” – would be a very good solution in many cases.
Today, anything that can be done online is considered convenient. Just like the democratization of social networks, online education is in vogue.
Education is an area that has not been spared from digitization and has been developing online since 2008.
Today, online education in China is experiencing a period of hyper growth. If 100 million Chinese join in 2016, At the end of 2020, there were already more than 330 million registered.
How can you benefit if you want to teach Chinese people?
Here are some tips for getting started in China
#1 Watch your reputation
Education is about gaining parents’ trust (in China as elsewhere). It is therefore necessary to convince Chinese parents that your classes are beneficial for their child. Prove that you are doing everything you can to ensure the success of your students, even without the “serious” face-to-face study framework. And even from afar.
Highlight your certifications, your sponsors, your achievements. When media talks about you, you also increase the prestige and reputation of an online school, app or institute.
The Chinese must be willing to trust you and your teaching. Take care of your image to ensure a quality investment.
VIPKIDS, for example, is the startup that dominates children’s education in English. They feature testimonials from happy moms and videos showing how online classes are going.
#2 Prove your capability
Do you already have experience in this area? Have you ever had students?
Make profile presentations, share interesting and relevant content: showcase your former students and what they have become today.
The goal here is to attract Chinese students to your services.
The Chinese are skeptical. There are many scams out there and they want to be sure the school they have chosen for their child is the right one before committing.
#3 Play the digital card
you will teach on-line. You are at the forefront of digital technology. That too must be proven. To put it bluntly, the battle for customers in China is happening online. To attract Chinese parents, you need to be good at digital communication.
Be present on Chinese social networks, especially on:
- WeChat: you must have an official account, post interesting content;
- Baidu: the Chinese Google;
- Douyin (Tiktok): Wait to post instructional videos.
PRead more about digital strategies here.
For example, VIPKIDS has 7 official Wechat accounts and 1 Weibo account.
Prove to the inhabitants of the Middle Kingdom that they are not worried about your adaptation to the country and that you can communicate with them almost instantly even without physical contact.
#4 Be present
For example, MelSciences, a UK-based company that has gained a foothold in China, offers distance chemistry courses with chemistry tutorial videos. I think it’s great and it shows Chinese parents that society is good at “science”.
Stay in the queue.
Creating an account on Weibo, the #1 Chinese microblogging site, is not enough. We have to publish, every day. For example, Melscience has 30,000 followers on Weibo and gets many questions from parents every day.
Build the loyalty of Chinese netizens.
Interest them, invite them to register with you.
Be responsive and most importantly dynamic.
Nothing is attractive when you imagine a class being taught remotely by an old teacher who is hard to hear. On the contrary, if your lessons are fun and seem unusual, you score.
If you’ve studied in China before, you know that teachers have a special bond with their students. They often add their teachers’ accounts to China’s #1 messaging service: Wechat.
If they have concerns or questions about a course, they can more easily contact you.
There is an idea of respect, but also of trust.
#6 Offer options
Giving live classes every day from 10am to 12pm is very good. But if your students have busy professional or personal lives on the side, they’ll be happy to have a choice of time slots.
Best of all, they’ll love taking pre-recorded lessons as shared videos to watch whenever they want.
The same goes for courses: the more majors you offer, the more people you will attract.
#7 Hire Mandarin-speaking employees
Yes, it may seem simple, but it can also make all the difference. It’s very good if you speak English perfectly, it’s just a plus for you. But that’s not always enough when you want to manage Chinese moms who have thousands of questions.
You will not be able to physically demonstrate this to your students in order to understand you as well as possible. Speak their language. They will only feel closer to you and understanding will be easier.
#8 Be generous and creative
The Chinese like to feel valued, as everyone will tell me.
Offer them material to enable your learning in the best possible conditions. This can be, for example, an audio headset or a tablet to follow the courses offered.
A gift is always a pleasure.
And good material shows good teachings and great attention to the devotees.
Do you have any questions ? Enlightenment ? Feel free to leave a comment.