Page 12 - ELG2111 Nov Issue 478

FEATURE .

Chinese language students: where are they headed?

Bonard’s Grace Zhu unpacks the emerging trends

he global health crisis had a major
impact on most industries and sectors,
and the education sector in China
Twas no exception. Given the recent
major developments in the country, including PHOTO BY SHUTTERSTOCK
new regulations affecting the after-school
tuition sector, the whole market needs to
adjust its strategy.
According to data on global flows of students
in English language travel (ELT) provided by
Bonard, a global specialist for the international
education sector, China held onto its position
as the biggest source market globally. Across
the eight traditional ELT destinations (the UK,
USA, Australia, Canada, Ireland, Malta, New
Zealand and South Africa), it accounted for
1,597,268 student weeks in 2019. This translates
into 16% of all student weeks generated in the
global ELT industry pre-pandemic. Due to the
pandemic, the figures dropped by 51% between
2019 and 2020, which was slightly lower than
the overall ELT industry decline (56%).
In recent years, Bonard has noted emerging these reasons, countries such as the Philippines, Recent regulations on after-school
shifts in destination preferences among Chinese Malaysia and Singapore have gradually become training and their impact
students. The three most popular English more popular. These lower-cost destinations On 21 May 2021, the Chinese government
language study destinations are Australia (30% predominantly offer general English courses. officially acted to further reduce students’
of all Chinese student weeks abroad), the USA However, the two most popular types of homework and after-school training during
(28%) and the UK (18%). However, while programmes for Chinese students are language compulsory education.
Australia and the USA experienced a decline, learning combined with short-term/summer- The so-called ‘Double Relief Policy’ has two
the UK managed to grow between 2017 camp activities, and language training for principal objectives: to reduce the homework
and 2019. Similarly, Ireland and Malta also exam preparation. The UK and USA remain burden of students in compulsory education and
enjoyed growth from China between 2017 and the leading destinations for these programmes. to reduce the burden of off-campus tutoring.
2019, which indicates that Chinese students As Bonard’s data shows, these programmes Under the impact of these policies, many small
may be developing a greater appetite for are mainly promoted among the Chinese and medium-sized tutoring institutions in the
European destinations. student cohort by study-abroad consultant K to 12 education sector – and sometimes even
The current travel restrictions in Australia agencies, rather than by schools directly. On the large ones – are facing a crisis.
and New Zealand have brought about a change Baidu, the largest search engine in China, After in-depth research, Bonard found that
in student preferences, according to research agency promotions are quite frequent and English, as one of the main education subjects,
recently carried out with agencies in China’s significant. For example, when the keywords has also been affected. For example, the new
new Tier 1 cities. While the USA and UK ‘US study abroad’ are typed into Baidu’s high-school entrance examination in Liaoning
still hold approximately 50% of the market, search bar, nearly 95% of the results are Province has changed the original English
Australia now ranks third in terms of student advertisements paid for by Chinese study- score of 120 points to 100 points. Recently,
preference, followed by Canada, New Zealand, abroad agencies, with the rest being references Shanghai reformed the final primary-school
Singapore and some European countries. to study-abroad forums or Q&A platforms. examinations and English was not included
This picture only confirms the importance of (for more on this, see opposite page).
How do Chinese students choose traditional agencies in China, as they are still For this reason, students (and their parents)
an international programme? relied upon heavily by most Chinese students are gradually turning their attention to studying
Chinese students base their choices on the and their parents when planning international English abroad. As study abroad agencies told
price, safety and geographical proximity of the studies. After students receive the relevant Bonard, they are, on the whole, optimistic
destination countries. These factors are followed programme information through social media, about this trend as the policy may bring new
by the local accent or the destination country’s most choose to further consult with agencies opportunities for the industry. Most have not
policies affecting international students. For before making a decision. yet felt the influence of the new policy on the
international education sector; however, they
consider that there might be an increasing
demand for programmes such as junior summer
camps. Instead, the main concerns remain the
duration and impact of the pandemic as well
as political developments in the destination
countries, as parents need to be reassured
about the safety of their children, especially
when it comes to junior students. Therefore,
going into recovery, it is expected that Chinese
students will be even more carefully evaluating
their choice of destination.
12 November 2021