The annual "Liuyi", children's consumption is going to be a hot topic, and early education English often become "in the heat of heat", which is characterized by large base of students, parent involvement and high. According to Deloitte 2010 launch of the education and training industry report predicted that the next few years, China children's English market will grow at an annual rate of 12%, parents put in as much as $ 14 billion a year.
Huge market has attracted a large number of "predators", make the market more competitive. Experts predict children's English market reshuffle was imminent, the traditional form of education will be out of the market, new concepts, new methods of teaching and the teaching of new teaching mode for breakthrough, an intense competition among agencies, final market share to the minority institutions set.
BMW, Mercedes-Benz series of cars parked in front of the child care early childhood institutions in English, sitting inside of parents willing to send their children to learn English for much money. This expensive investment, it is difficult to verify results, but still happy parents and training institutions. "The children's English education is a chaotic market, this market is about to enter the reshuffle. "China research fellow, Institute of Education Sciences, foreign language teaching professional Commission of CSE Gong Yafu, Director of the China business newspaper reporters, children's English education market in China is still in early stages of development, a variety of categories and the education of the English educational institution in the melee in the market.
Into primary school curriculum in kindergarten.
Some children's English education examination-oriented, ability to increase listening course, but because of the lack of pure English language environment, their education is not ideal
"In accordance with China's education plan, future 5-10 years in school and kindergarten children 40 million, which is a huge market. "Gong Yafu said," we can compare, China's current high school students in school is 20 million, reflects the market potential of children's English education. ”
However, the market is very confusing. Reporters learned that large market share of ruisi subjects English, children's English training institutions active in English, also has a new bubble in English, Walt Disney of the East English, English Brown, United Kingdom, red, yellow, blue and other brands have emerged one after another in English education, reaching dozens of species, their education also varied.
Some children's English education examination-oriented, ability to increase listening course, but because of the lack of pure English language environment, its educational results are unsatisfactory; there are also foreign language institution, use of multimedia teaching, children playing, games, in which scenes of English learning, but after short periods of equally incapable of good English communication environment.
"A lot of learning English is not suitable for children, if you want children to progress faster in English will have a wider environment of exposure to English. "Gong Yafu said.
Study of the huodun·mifulinha group of the world's largest K12 education group (HMHG) has hand in hand International Reading Association, United States 6 authoritative international organizations such as the Federation of educational research panel of education experts, China has embarked on a "Chinese English language application research and assessments of the child" project.
After 3 months of research, the project came to a conclusion: "trained in the immersion subject English leadership system and the future of children, their English language ability and comprehensive literacy significantly higher than traditional English language training, only for children. ”
However, even English immersion education, regardless of the existence of the phenomenon. For example, although the use of whiteboards and other AIDS for multimedia education is common, aimed at students interested in learning content is varied.
"I have not seen in the domestic market with a very perfect, teaching materials, to meet the needs of Chinese education and Chinese kids. "Gong Yafu said," is common practice now transplanted to the kindergarten stage for learning curriculum in primary schools. "Like ruisi subjects English, although United States elementary school textbooks, however, teacher lesson plans are based on the characteristics of Chinese students to the original and constantly updated and active English is used to obtain a United States patent" system password ", and to introduce a set of new concept English teaching.
Application of English training in great demand.
Education institutions mainly to test memory and Word will face challenges in the future.
Gong Yafu English education for more than 30 years, at present China's Educational Research Institute where he is introspection of China's English education. "We people call to the Beijing national examination questions, they are being trained, we English should not be" blanks "proposition of the destruction of children, should be addressed to the child application and understanding of more space. ”
In this way, education institutions mainly to test memory and Word will face challenges in the future. A measure is "through a rational judgment time parents, parents will come to the correct conclusion, depending on real education. "At this time, practical English education began to be recognized.
On May 27, internationalization of talents and the children's English Education Summit, United States, William J.Bennett, former Education Minister, said to reporters: "many Chinese students reaching the United States Hou, found themselves at home on English does not, United States environmental education and Chinese textbooks vary greatly. ”
Real effects of education should be like? Current institutions on children's English training in a variety of research. For example, as represented by the active English, emphasis on standardization to the development of the product chain; subject English emphasizes children's English learning United States children's courses; and "one-to-one" English education, efficiency advocates children learning English.
In addition, there is mainly to tell the story of English education model, children are sensitive to English. Even emerged through the study of English nursery rhymes in English. In order to improve English education for populations, decreasing school age some English institutions, three or four years will encourage access to English education, and even some organizations encourage the participation of children aged between two early English education.
Trend of Chinese-foreign cooperation in running schools.
Current international understanding education in the areas of basic education, including school construction, of course, carry out activities such as the construction of, forming an atmosphere of respect for cultural diversity
Education sector leading Tao Xiping told reporters after the investigation of elementary education around the world, is now learning English for cultivating internationalized talents lay, "must expand their international vision, has risen to emotion from this vision, it is necessary to strengthen the education for international understanding. We said that the education for international understanding, is to build a multi-cultural ability to absorb the spirit of mutual respect, between each other and the villagers of the Earth, to promote sustainable and harmonious development in the world. ”
From the children's stage, exposure to diverse cultures, not of each of these institutions are able to do. "Right now in the field of education for international understanding education, probably including school construction, curriculum building, activities, creating an atmosphere of respect for cultural diversity. "Tao Xiping believed that only such an environment to allow children's English education to achieve good results.
Tao Xiping visited Changchun City of Northeast normal university affiliated elementary school, is also hanging in their school flags of every country of the world, is not only the national flag, and greeting in various countries of the world, world, "from an early age to create such an environment. ”
"Internationalization of education is not unique to the children of wealthy families, is not a good school franchise, that all schools can lay the Foundation for cultivating internationalized talents. "Cultivation of Tao Xiping that English education is subtle.
It is to follow this philosophy of education, private education institutions began efforts to raise the level of internationalization of education, wants to introduce foreign forces to promote Sino-foreign cooperation in running schools. At present, the English training market, mainly Chinese-foreign cooperative schools for children and organizing cooperative project, two types, while also working in the school, also in schools in China and joint projects in foreign countries.
Tao Xiping said: "this cooperation can also contribute to raising the level of internationalization of China's children's English education, especially the philosophy of education and education abroad directly to us to test. ”
Related information:
New tendency of children's English language training.
Children's English education had become rigid demands of school-age children.
Survey data show that 52% parents in favour of children from the kindergarten stage to start learning English, 38% of parents agree that children began to learn English from primary school, more 10% parents hope that their children can contact English until the age of 3 or 4. When parents in the choice of children's English language training institutions, 67% parent value of the institution's teaching methods, 45% of the parents value the teaching environment, 42% parents value its brand recognition. Children's stage, learning English is "golden" period.
High-end brands dominate the market.
Due to the scarcity of quality education and strong market demand, high school-side brand because of the strong market competitiveness and continuous control of quality teaching resources, eventually forming a good market reputation in the students parents, and gradually penetrating market at all levels. At the same time as more and more parents choose to reason, only able to provide the best quality service and service quality of training institutions, continued to attract the attention of parents and students. Brand strength is not strong training institution would face consolidation or phasing out of market, so high-end brand and a leading market share is the inevitable trend.
Competitive costs and is closely related to the city.
Current line city of children's English brand although market needs full, but brand of market set of highest, will directly caused parties general competition cost of rose; wire and second-line city also in full needs potential of protection Xia, is due to competition opponents of relative dispersed and equal scale strength of competition opponents of reduced, to greatly reduced has competition pressure and integrated competition cost, and competition cost of fell, also can let market in the of children's English education training institutions can more full to mining market in the of needs potential. (See the following figure)
Model analysis:
Upgrade all imitators.
In English training institutions in the K12, ruisi subject English is among the first subjects in the teaching of English into the body, stressed to learn in English United States elementary school curriculum, and with the help of this new model to determine the position of leader. But currently, all kinds of children's English training institutions and of numerous, how to maintain a sustainable advantage in development, is ruisi had to face the problem. In the accumulation of nearly 5 years of marketing, ruisi subject English Vice President Zhu Qingling summary found that "only to upgrade and update their own, serious about education, the market will continue to expand and open. ”
Standardized replication.
Ruisi, as subjects of English originated in China, faces the challenge of market homogeneity, its educational model and "Tabula Rasa" already was imitated by many educational institutions teaching tool "evident".
So-called subject to learning English in English language, mathematics, science and other subjects, not just learn simple everyday spoken dialogue. Through the study of this subject in English, can help children in China to translate English into English, level of reach will actually be able to use English for work.
Reporters at the ruisi class to see, a dozen in the interaction between students and teachers, the children can learn English in a relaxed atmosphere. This way of learning English is no longer the purpose, but a means of communication between the teacher and the children.
At that time, ruisi English is the industry's first "white" School of English education. So-called white boards, is actually the screen broadcast of English teaching software. For example, in the beautiful seaside beach scene appears on the Whiteboard, plastics, glass and other debris on the beach, and with genuine English pronunciation to provide names of various items. Children are under the guidance of teachers, by exploring new touch-interactive whiteboard, to drag and to different classifications of different waste bin, try to speak in English, waste sorting process as a whole is very easy, child unconsciously learn "plastic (plastic)" and other words.
Of course, to achieve this goal, teaching requires "standard", but once the standard is established, means that standardization of classroom can be copied, and reached a healthy expansion in educational institutions as a whole.
However, after ruisi originator of constantly sum up and improve subjects of English and "Tabula Rasa" teaching, now not only patent of ruisi. "Now, in the teaching of English in the classroom, are using the Whiteboard. "The English Vice President Zhu Qingling ruisi subject to the China business newspaper reporters," on the surface of these imitations have full, we had to improve in teaching the kernel, make it difficult for followers to imitate. ”
Direct-expansion.
In 2007, ruisi founders decided to create a distinctive English school. "The English schools not disregarding specific conditions 4~12sui the children to remember the words, but they use all-English environment and accept and understand English. ”
Thus, ruisi opened "United States elementary school" concept model of situational education classroom discipline. In the classroom, children were not learning English, but like United States elementary school, general courses such as math and science in English.
"Whiteboard is just a form of system of courseware and science is the key to strong, it can replace the 70%~80% task of teaching, the rest of the 20%~30% was the teacher to complete. "Classroom education founder head is a fine book," the 20%~30%, half the good teachers, bad bad teachers do not, which means at least 70% per cent of the teaching effect can be reached. ”
Whiteboard mode will soon be imitated in the peer, many English educational institution in children in the classroom "Tabula Rasa".
"Software design is different, is different from enterprise management, enterprise culture of genes are different. "Ruisi at this point is difficult to copy. Ruisi courseware is a very precise and complete set of teaching courseware, divided into three different disciplines of mathematics, language, science, from kindergarten to primary school after grade seven, three phase. At present, ruisi Junior courses are also being developed.
Currently ruisi English Education Center has built more than 100 enterprises, mainly concentrated in three centres in Beijing, Shanghai, Guangzhou City. "As we get more and more in the overall size of North Canton, there will be more and more teachers can be transmitted, managers can transport, we will direct the antenna to Chongqing, Chengdu, Wuhan, Tianjin City. ”
However, how to ensure the quality of education while in the fast-growing, is also testing the management team of ruisi.
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