Wall Street English David Quah: Competing for 15 billion Chinese English training market

There are many reasons why David Quah can "sit still", such as the online teaching model on which it is praised, although it has become the key to win in every country, now it is a teaching method universally mastered.　　These changes are so fast that David Quah, the CEO of Wall Street English (China), is hard to understand in other markets around the world kedwards.　　English training output income or up to £ 20 billion in 2005, David Quah's fellow, then Britain's treasury secretary, Brown, came to visit China, and he expects the UK to rely on English-language training output for the next 15 years to earn an average of 20 billion pounds a year, with the fastest growing part coming from China.　　The capacity of the Chinese market has slowed the cautious development of Wall Street English, and its rivals are gongchenglvede, such as the EF, another training agency, which has already opened the number of training centres to nearly hundred, and the new Oriental has a large number of teaching points. Since entering the Chinese market in 2000, Wall Street English has set up 26 training institutions in China, most of which are concentrated in the first-tier cities.　　This figure is rapidly submerged in the ocean, compared with 50,000 different English language training schools in China. According to the "2006 China Training Education industry chain Management Development Survey Report" shows that the Chinese English training market value of about 15 billion yuan. By 2010, the market will be magnified by one times to 30 billion yuan.　　The size of the market is constantly magnified, small, word-of-mouth companies under the huge demand for English training, there are always a variety of reasons to survive. To the above phenomenon, David Quah oneself How many will some not be accustomed to.　　David Quah came to China for 2001 years. In the English training industry, if you ask which company the highest end, the most expensive charges, we invariably give the answer: Wall Street English. Here, there is no short-term training courses, there are no features (such as interviewing English, children's English, etc.) English courses.　　The cost is always calculated according to one year, even two years, the price is about 20,000 yuan. This is a model of the successful operation of Wall Street English abroad.　　Market segments have become an effective way to make Wall Street English just enter China. However, some content is easy to replicate, and soon competitors in all aspects of learning Wall Street English practice, China's English language training institutions began from the most early exam-oriented education slowly turned to capacity-building, and the market is increasingly subdivided, only to delineate high-end white-collar market, may be able to maintain a higher profit margins,　　But there is no guarantee of market share.　　5.3% target crowd?　　Wall Street English perhaps should open more training center, if many people know this brand, but can't find the place, this is David Quah not want to see. "The 60% share of the Chinese English training market is still occupied by exam-oriented education, but it is becoming more and more important to improve people's communicative competence."　　David Quah told reporters that this is the way he and the local training enterprises to pull the gap. Maintain good high-end white-collar this market segment, is David Quah face the dispute FanMiscellaneous market Strategies adopted.　　It is also not difficult to understand the slow pace of expansion of Wall Street English. David Quah's "Slow", with international capital support is also one of the reasons.　　Carlyle and Citigroup jointly acquired Wall Street English in September 2006.　　International capital's focus on Wall Street English is largely due to its operating model. "2006 China Training Education industry chain Management Development Survey Report" shows that in the English training market, 80% of the school nature of the franchise chain.　　These schools through the payment of 500,000 ~200 million unequal to the franchise fee, to obtain a business qualification. However, the English language of Wall Street adopts the whole way of direct battalion. "(some schools) do not understand the complexity of the training process, the need for a variety of conditions, that rent a building, decoration, as long as there are sales staff, the price is cheaper to recruit students."　　"Here, David Quah waving his hands excitedly. In fact, the market is also in the direction of David Quah Hope, according to an 2005 English training market survey showed that the brand or even replace quality, become the biggest determinant of students ' choice of school.　　78.4% of students think that when choosing an English training school, they should consider the brand first. However, the same survey, 94.7% of respondents were unwilling to pay more than 6000 yuan per year for English training.　　Apparently, Wall Street English had to focus on the other 5.3%. But the market is still changing compared with 2005.　　The biggest change is that the original regional language training brand in the dominant position of the pattern is being broken, with the help of capital, two years of national English training brand is set up. "Originally, EF's expansion in Shanghai and Beijing was rapid, while new Oriental was concentrated in Beijing, and web in Shanghai was relatively powerful." "David Quah that the brand's regional identity is being wiped out, the winner-take-all era is coming."