Unlocking new pathways in China

This article originally appeared on UK Bookbrunch International Opinion

What UK Publishers need to know about the Chinese education market in 2024, as major changes in how English is taught to children roll out

The education market in China has always been dynamic, driven by a large student population and the deep cultural importance placed on education, rooted in traditions dating back to Confucianism. In recent years, this market has experienced significant changes, starting with the Double Reduction Policy on the private tutoring industry in 2021 and now, the latest changes to the English education curriculum set to launch in September 2024. These developments are directly impacting the UK publishing industry’s exports to China.

However, with strong demand for educational content still present in a country of 1.4 billion people, the pressing question is: how can UK publishers navigate these changes and explore new routes to the Chinese market?

Key Changes in 2024

1. Education Curriculum Change – September 2024

The English curriculum in China is undergoing major revisions starting in September 2024. Key changes include:

• Textbook revisions: The new textbooks place a strong emphasis on Chinese culture in English learning to enhance children's cultural awareness, and extend the topics to cover popular science and creative extracurricular activities to put learning English language into practical use. 

• Teaching methods: The new curriculum focuses opportunities for students to think and speak in English, with the introduction of phonics in school textbooks for the first time. Traditional grammar testing is being replaced by reading comprehension to focus on using English as a communication tool.

• Increased vocabulary: A significant increase in vocabulary and reading requirements with the required vocabulary for middle school exams (age 15) increased from 1,600 to 2,000 words and even 3,000 words for the higher achievers. Although the national standard mandates compulsory English lessons in schools from the age 9, many schools introduce English as early as age 6, with some even beginning in preschool. 

• Higher writing standards: Increased focus on logical thinking and critical analysis in English writing. It aims to encourage students to express their personal opinions in English to develop their critical thinking and independent thought. 

• Enhanced speaking and listening skills: The curriculum places greater emphasis on oral and listening skills, using more multimedia content and interactive teaching methods such as role-playing, helping students confidently use English in real-life scenarios.

These changes have sparked widespread reactions on Chinese social media. Some parents have expressed concerns, particularly about the new English textbooks, which no longer include Chinese notations. The absence of "ABC" starting points and the immediate focus on English conversations is seen as particularly challenging for students who lack a native English-speaking environment.

Although the reform aims to make English education more practical, better aligning it with global demands, the changes have created additional pressure on parents. In a predominantly Chinese-speaking environment, many parents are concerned about their children's ability to keep up with the new requirements, particularly the increased vocabulary and higher expectations for reading and writing in English. As a result, there is a growiigher standards. This shift presents new opportunities for publishers to provide tailored English learning materials that address these evolving needs.

2. The Chinese Parents Continue to Spend Big: the Shift to AI-Based Learning Devices 

Despite the Double Reduction Policy, introduced in July 2021, to ban for-profit private tutoring, reshaping China’s $100 billion education industry, Chinese parents remain willing to invest heavily in their children's education. This has led to a boom in AI-driven learning solutions, with many leading private education companies shifting from after-school tutoring to AI-based interactive learning platforms.

As a result, the market for learning devices is flourishing. According to Moojing Market Intelligence, the learning device market reached £457 million (4.28 billion RMB) in 2024, with sales revenues growing over fourfold year-on-year and sales volumes up by 252.2%.

These devices, priced between £250 and £650, resemble iPads and are designed for children's education. Xueersi’s Learning Pad by TAL Education Group, a leading online education company in China, for instance, is integrated with curriculum-aligned content and extracurricular materials for all ages from 6 to 18. These devices also provide personalised progress reports for parents to track their child's development. 

Culturally, Chinese parents are less concerned about controlling screen time compared to their Western peers. Convenience is often the more important factor, as these devices provide a structured learning environment, offering a solution for busy parents who want to ensure their children stay on track with their education.

3. Implications for UK Publishers

These shifts demand that publishers adapt their content for the Chinese market:

• Demand for English content: With the increased focus on English language acquisition there are significant opportunities for UK publishers who learn how to operate within the demands of the Chinese education system.

• Curriculum Adaptation: There is an increasing demand for content aligned with the new curriculum, particularly materials that incorporate Chinese culture into English learning. For instance, Talk About China with Oxford, a readers series by Oxford University Press aligns with this trend.

• Customised Content: UK publishers need to collaborate with Chinese partners to create content tailored to local needs, whether for learning devices or in leveraging their international brand power to increase their market presence.

Some UK publishers have successfully navigated these changes. For example, DK partnered with CITIC Publishing to launch the DK 50 Year Popular Science Collection Exhibition in Beijing in the summer of 2024. This 500 sqm immersive exhibition blended digital technology with art and science, allowing children to experience prehistoric dinosaurs and the future of space through virtual reality in a bustling Beijing shopping mall.

Conclusion

Demand for UK educational content remains strong, and demand for English-language educational content is going to continue to grow strongly. However, UK publishers must explore new routes to the Chinese market by adapting their content to meet new curriculum standards by integrating culturally relevant content, and forming strategic partnerships with Chinese companies to access the AI-based learning device market.