LONDON--(BUSINESS WIRE)--Technavio’s latest report on the test preparation market in China provides an analysis of the most important trends expected to impact the market outlook from 2017-2021. Technavio defines an emerging trend as a factor that has the potential to significantly impact the market and contribute to its growth or decline.
The test preparation market in China is expected to grow at a CAGR of more than 16% during the forecast period. Students in China are enrolling for test preparation programs to support their school level exams and standardized tests. These services include learn and practice through exam simulators and mock tests, as well as counseling. The competitive education climate in China has pressurized students to exploit possible ways through which they can gain excellence in academic and competitive examinations. Quality education demand has gained momentum and has affected the education market structure with the inclusion of increasing number of third-party players, such as ed-tech companies and test preparation providers.
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The top three emerging trends driving the test preparation market in China according to Technavio education research analysts are:
- Incorporating virtual learning platforms
- Analytical applications
- Stronger focus on marketing initiatives
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Incorporating virtual learning platforms
“The advancements observed in areas of ed-tech products and services has led to the introduction of varied applications and software solutions. Test preparation services are one of those areas where technological advancements are largely witnessed. The proliferation of virtual platform for imparting education by schools and colleges has influenced test preparation service providers as well,” says Jhansi Mary, a lead analyst at Technavio for research on K12 and higher education.
The adoption of virtual classrooms is facilitated by the emergence of applications, such as WizIQ Virtual Classroom Application. With the help of the application, vendors can benefit from the features, namely live screen, collaboration, application sharing, live polling, integrated library, test and assessment, server-side recording, and video conferencing, that fosters the virtual classroom set up.
Analytical applications
“Test preparation services have gained critical importance in this age of intense competition to achieve excellence in academic and competitive examinations. The analytical applications used by the providers of test preparation products have empowered students to learn and practice differently,” adds Jhansi.
The analytical tools determine the preliminary level of knowledge of students in a particular subject, learning pace, and preferred approach to learning. Based on the analysis, the online test preparation programs can be customized to suit the interests and requirements of students. As a result, the levels of engagement differ with individual students leading to the development of personalized learning pathways the students.
Stronger focus on marketing initiatives
The immense competition prevailing in the test preparation market in China has compelled the vendors to procure help from education marketing service providers. In several cases, despite innovative product offerings, vendors face difficulties in reaching out to students at an appropriate time. To overcome this challenge, they need marketing support to know the market better and develop effective sales and distribution strategies.
The education marketing service providers act as agents in extending test preparation companies’ reach to students through offers, e-mail marketing, and database services. The former also works in close collaboration with the companies to develop marketing programs and channel development solutions, be it offline, online, or through mobile device platforms. With the availability of such assistance, test preparation companies can successfully sell their products and services to students.
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