• Target China’s Preschool Education Market with App
    2019-08-05 hit 733

    Target China’s Preschool Education Market with App


    - KITA proposed to develop app content focusing on creativity and interaction targeting China’s Tier 3 and 4 cities -


    As a way for Korean companies to enter into China’s early childhood education market, development of applications focusing on the creativity of preschoolers and interactive content with users was suggested.


    According to the report titled 'Chinese Early Childhood Education Application Market Entry Strategy' issued by the Chengdu Branch of the Korea International Trade Association (Chairman, Kim Young-ju) on August 5th, the size of China's early childhood education market was 4.22 billion yuan (about 723.6 billion won) last year and the number of users who used the early childhood education apps in March were 6,136 million.


    The main consumers of preschool education apps were 26-35 years old parents with infant children, taking up 74 percent of the total. The most popular subject was English (70%), followed by mathematics and logic (69%), and liberal arts and culture (67%). The utilization rates of the early childhood education apps in China’s Tier 3 and 4 cities where the education infrastructure are less developed were 24 percent and 38.8 percent, respectively. These numbers were far more than double the usage rate of the Tier 1 cities (10.9%).


    The game app Xiaobanlong that ranked in the second place with 3.7 million users in March, stimulated the users by calling the names of the users and another game app Beiqiaoxuetang has extended the users’ flow by providing personalized services for different ages and individuals, various storytelling, and interactive content such as the characters develop stories with the help and participation of the users.


    The report proposes to target the app market in the China’s early childhood education sector as an entry strategy for Korean companies. The report also suggested 4 measures, including to develop interactive, participatory and conversational technologies and content, to stimulate interest and freshness with new stories, to provide numerous free content, and to rearrange the order of payment information pages.


    Kim Hee-young at Chengdu Branch of the Korea International Trade Association said, It is difficult for Korean educational institutions to enter into China successfully because of Chinese parents' preference for Western-style advanced education programs. It is advantageous to develop programs that focus on creativity development and to target Tier 3 and 4 cities with less educational opportunities rather than the already saturated market of English and mathematics education.

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