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
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