Paul Colbert (Global Sales Director, ELT) and Arnold Fu (CEO and Founder of Hujiang)

Cambridge ELT has secured a lucrative and promising partnership with the leading provider of e-learning in China, Emily Marchant, Learning Solutions Proposals Coordinator, shares news on the deal.

China is now the world’s largest market for digital English language learning products. Researchers predict that revenue will nearly triple between 2013 and 2018, reaching $931.8 million by the end of the period.

Riding the wave of this massive growth is, China’s largest e-learning provider. Hujiang offers both self-study and synchronously taught classes over the internet to all ages, complemented by a social networking platform that keeps users engaged with the learning process. With a sizeable subscriber base totalling over 80 million registered users, and a business founded on digital innovation, Hujiang is a key player, serving China’s burgeoning appetite for digital ELT products.

On 23 April, Cambridge ELT secured a partnership with Hujiang. We will create a new blended learning course, delivering content from Unlock, ELT’s flagship academic skills course, through Hujiang’s innovative digital platform, and thereby offering Cambridge content to millions of Hujiang’s established users.

L-R: Dan Hutchinson (ELT Learning Solutions Sales Director), Neil Tomkins (Deputy Managing Director, ELT), Chang Zhitao (Vice President of Hujiang), Paul Colbert (Global Sales Director, ELT), Tiger Qin (Director of Learning Product Research at Hujiang), Emily Marchant (Learning Solutions Proposals Coordinator).

The deal, which results in a high revenue for the Press, was made possible by truly cross-functional and global cooperation. The opportunity was discovered and fostered by the local China team, in particular by Frank Zhu, who acted as the main point of contact with Hujiang. The Learning Solutions Department and colleagues worked with the China team to ensure our offer to Hujiang was as compelling as possible, while the Legal team helped to negotiate the finer detail.

Neil Tomkins (Deputy Managing Director, ELT) and Chang Zhitao (Vice President of Hujiang)

Representatives from Hujiang visited the UK office for final negotiations, and the contract was subsequently signed at a ceremony held at Hujiang’s Shanghai offices. The ceremony was attended by members of the Global ELT and China teams at the Press.

Paul Colbert, Global ELT Sales Director, said; ‘This agreement is a significant milestone for us in China as we develop new products, business models, and partnerships in the expanding digital education sector to reach new learners, while still continually growing our business with our long-established Chinese partners who supply 'brick-and-mortar' institutions, schools and bookshops.’

This is only the first step in a promising strategic partnership. There are many more potentially lucrative avenues for collaboration, and Cambridge and Hujiang are currently discussing plans for extending our joint offering into the primary and adult General English segments.