New Oriental provides extra education courses to help teach their students not only the English language, but also offering their students a wide array of training and educational programs focusing on foreign languages. They have over three million students which helps them boast that they are one of the best brands and schools in the Chinese education system.
Before we visited New Oriental we had the impression that the Chinese education system was one that was of a more traditional standard than the Australian or the rest of the world. However, it is safe to say that we were blown away by their forward thinking approach to education and teaching.
The backbone of this brand, Michael Yu the Chairman and CEO is responsible for the core values of New Oriental. These include life value, the ability to stand out and uniqueness. They strive to find the best teachers for their students who must fit their strict criteria. This includes their humour and ability to entertain while upholding a very high calibre of teaching standard. They do not select their teachers on the basis of their qualifications, instead they base it on their personality, knowledge, achievements, humour and their enthusiasm to teach.
Questions were raised about their plans to expand into the global market, which from our point of view is much needed. This is something they are looking into as there are no other education schools quite like New Oriental. The questions continued and we found out that New Oriental believe that actions speak louder than words and they think that their reputation is better than advertising. However, they have developed a thirty second television advertisement in order to target prospective students. Instead of extensive advertising they have spent much time developing their brand into one that is extremely unique and differentiates themselves from other educational programs. Their unique approach to teaching and employee selection collectively helps build a highly recognised and respected brand which we should all look out for in the coming future.
