Today I’m going to talk about a hot topic: education in China and the online boom. I have said this before, but after the Covid crisis, education in China is changing…
The Importance of Education for the Chinese
From The population of China is 1.4 billion people.more 230 million of them are children who needs education.
Education is number 1 priority for Chinese parents. In this country with a one-child policy, many are ready to provide the best possible for the needs of this child.
Success, reputation and a good comfortable lifestyle. This is what pushes the Chinese to guarantee the very best for their children through quality schooling.
lEducation in China is not limited to children, it also affects adults. Some want to go back to school to change careers, some entrepreneurs want to replenish their luggage, some just want all sorts of knowledge.
Thousands of people are affected and they all deserve to be able to take the courses they want.
Education for many reasons online – literally “online” – would be a very good solution in many cases.
Now everything that can be done online is considered convenient. Just like the democratization of social media, online education is becoming trendy.
Education is a sector that has not escaped digitalization, and since 2008 it has been developing online.
Today, online education in China is experiencing a phase of hypergrowth. If 100 million Chinese joined us in 2016, at the end of 2020, there were already more than 330 million registered.
How to use it if you want to give lessons to the Chinese?
Here are some tips for getting started in China
#1 Take care of your reputation
Education is all about winning the trust of parents (both in China and elsewhere). Therefore, it is necessary to convince Chinese parents that your lessons are useful for their child. Prove that even in the absence of “serious” full-time education, you are doing everything possible for the success of your students. And even at a distance.
Highlight your certifications, your sponsors, your successes. Being featured in the media also enhances the prestige and reputation of the online school, app, or institution.
The Chinese must be ready to trust you and your classes. Take care of your image to ensure a quality investment.
VIPKIDS, for example, is a startup that is dominating the teaching of children in English. They feature testimonials from happy moms and videos that show how online classes work.
#2 Prove your effectiveness
Do you already have experience in this field? Have you had students before?
Make profile presentations, share interesting and relevant content: introduce your former students and who they have become today.
The goal here is to get Chinese students at your service.
The Chinese are skeptical. There are many scammers out there and they want to be sure before committing a crime that the school they have chosen for their child is the right one.
#3 Play digital card
Are you going to teach online. You are at the forefront of digital technology. This also needs to be proven. Let’s be clear, the battle for customers in China is online. To attract Chinese parents, you must be good at digital communication.
Be present on Chinese social networks, in particular:
- WeChat: you will need to have an official account, post interesting content;
- Baidu: Chinese Google;
- Dawyn (Tiktok): Wait posting educational videos.
PRead more about digital strategies here.
VIPKIDS, for example, 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 will be able to communicate with them almost instantly, even without physical contact.
#4 Be present
For example, MelSciences, a British company that has broken into China, offers chemistry lessons for distance learning with chemistry instructional videos. I think that’s great and it shows Chinese parents that society is good at “science”.
Stay in line.
It is not enough to create an account on the number 1 Chinese microblogging site Weibo. We have to publish, and this is daily. Melscience, for example, has 30,000 Weibo followers and gets a lot of questions from her parents every day.
Increase the loyalty of Chinese Internet users.
Get them interested, invite them to register with you.
Be responsive and, above all, dynamic.
Nothing seems attractive when you imagine a course taught at a distance by an old teacher who is hard to hear. On the contrary, if your lessons seem funny and unusual, you get points.
If you have ever studied in China, you know that teachers have a special bond with their students. They often add their teachers’ accounts to China’s number one messaging service: Wechat.
It will be easier for them to contact you if they have any problems or questions about the course.
There is a concept of respect, but there is also trust.
#6 Suggestion options
Giving lessons every day live from 10:00 to 12:00 is very good. But if your students have busy professional or personal lives, they’ll love the choice of time slots.
Best of all, they will love the ability to take pre-recorded lessons in the form of shared videos that they watch at any time.
It’s the same with courses: the more areas of study you offer, the more people you’ll attract.
#7: Hire employees who speak Mandarin Chinese.
Yes, it may seem simple, but it can also make a big difference. It is very good if you speak English perfectly, this is only a plus for you. But that’s not always enough if you want to manage Chinese moms who have thousands of questions.
Already that you will not be able to see your students in front of you physically in order to understand you as best 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 appreciated, everyone will tell me.
Offer them material to ensure your learning is 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 nice.
And good material will also indicate good teaching and close attention to the followers.
You have questions ? Clarification? Feel free to leave a comment.