English-training schools learn lessons and reap rewards

A foreign teacher from EF, an English language training agency, during a courses with local police officers from the Changning district in Shanghai. The officers were preparing for Expo 2010. [Photo provided to China Daily]

The company's marketing strategy has also been revised. This relies on "word-of-mouth" recommendations from existing students to drum up new business, while a closer working relationship with the students has been encouraged. "New students are now clearer as to what we offer," Russ said.

"It also requires our consultants to build long-term and healthy relationships with our students."

The rapid change in Chinese society and how people learn English here has prompted the company to refine its business model. The use of technology has also helped Wall Street English "stay ahead" of the field.

"People have shorter and shorter attention spans today, so we have come up with shorter lessons but more of them to increase and retain their interest, and help them learn," Evert van Steenbergen, center development director at Wall Street English, said.

The company plans to launch new teaching initiatives in future by taking a digital and online approach. WeChat, an instant messaging service developed by Tencent Holdings Ltd, will be used, while courses will also be run on a new mobile app platform.

By doing this, teachers will be able to provide feedback to students in "real time" and this in turn will expand Wall Street English's traditional bricks-and-mortar approach.

"But online learning despite its importance, is only part of the solution," Russ said. "Very few students that only take courses online are successful after three months.

"You need feedback to keep learning. When I came to China, speaking English was a big advantage at work. Now if you don't speak English, you have no choice," he added.

A growing number of new students at the company's centers already have a grasp of the language and are now looking for tailor-made courses, such as how to conduct a meeting or interview in English.

The average age is between 18 to 30 years old, while there are more women students than men. "Most of them take courses to develop their careers," Russ said.

Even china's slowing economy has failed to dent demand in english language courses, according to Samantha Ayton, first secretary (education) at the cultural and education section of the British Embassy.

"Slow economic growth can lead to greater demand in certain sectors," she said. "With increased competition in the market, essential skills and qualifications such as English are often prioritized."

Ayton has continued to see a rise in the number of students that take the International English Language Testing System examination, or IELTS, which is needed to study abroad.