WHETHER it's parents signing up three-year-olds, students looking to study abroad or professionals seeking to improve career prospects, learning English is big business in China, worth almost US$5 billion a year.Zhao Wen reports.

Summer's here, bringing with it the peak recruitment time for English language training institutes in China, signing up learners with a dream of going global.

The number of people in China learning English has soared in recent years, with many Chinese seeing the language as essential to a successful career.

English now penetrates Chinese people's lives. Ten years ago, primary school students began to learn English at the third grade -- at about nine years old. Now, parents send their children to learn English at preschool, as early as three years old.

Some education experts have warned Chinese parents that placing too much emphasis on learning English might curb children's creativity, imagination and interest in learning, because they are having to recite vocabulary and memorize grammar.

And some say this focus on English is unnecessary.

Zhang Shuhua, an expert with the Chinese Academy of Social Sciences, said the Chinese education system now gives too much emphasis to English, with the language becoming a requirement for students to pursue further studies, even though these may have nothing to do with English.

For example, local students have to attend a test for oral English, the score helping determine which major they study. But for many students, English is not a necessary tool, Zhang said.

However, for many parents of preschoolers, high school and college students wishing to study abroad and young professionals focusing on their careers, English is widely seen as an essential accomplishment.

In the fiercely competitive but lucrative market, English teaching institutes strive to stand out from the competition.

Earlier this month, Wall Street English (WSE), a leading brand in adult English training, unveiled its new global logo in Beijing, to announce changes to the company structure.

Previously, the company had used two different names -- "Wall Street English" and "Wall Street Institute" in China and other locations.

Paul Blackstone, CEO of Wall Street English China, said the rebranding is designed to build a truly global brand.

"A truly global brand should be consistent and should not reflect any difference in the eyes of our students, whether they are in China, Europe, the Middle East or the Americas," Blackstone said. "We have standardized high-quality services."

Blackstone said WSE continues to see huge opportunities in China's English teaching market, which it entered in 2000.

"Many Chinese people are trying to change their future by learning English," said Blackstone. "The primary drive is that English communication skills have direct relevance within the labor market, as the ability to speak English is often a priority for employers when hiring talent."

"Many students make the decision to learn English simply because they want to get a promotion or a better job," he said.

Last year, the EF English Proficiency Index Report, published by leading language learning company Education First, showed Chinese learners spent more than 30 billion yuan (US$4.9 billion) per year.

But despite a rising awareness and strong desire to learn, the quality and results of English teaching in China did not seems particularly good, according to the report.

The index showed China ranked 36th among a total of 54 non-English speaking countries in 2012 in terms of English proficiency, placing it in the low proficiency tier.

"Chinese students often come to us with prior knowledge of grammar but have very little ability or confidence to speak English - real English -- in daily situations," said Ming Chen, executive vice president of EF Education First.

"So, for adults, we focus more on speaking and confidence. For kids, we integrate speaking, listening, writing and reading skills learning together, to help kids develop interest in English and their other soft skills in communication," Chen said.

Chen said demand for English skills will remain high, especially as China's economy is rapidly developing and more international opportunities exist in studying abroad, business investments, commercial exchanges, as well as growing curiosity about a multicultural world.

Sumi, a senior trading specialist with Mercedes-Benz Beijing, said one-year's study with EF earned her an important business trip to Latin America with her manager, as the course improved her English and confidence.

"I got my current position through a fully English-based interview, and I performed very well," said Sumi.

"Learners want more diverse and flexible courses to meet their different interests," Chen said. "What we offer is like a big combo set that enables students to choose the dishes they want."

In recent years, online teaching has become increasingly popular.

"WSE is currently building a new digital community that will be open to students and external audiences in a phased roll-out plan," said Blackstone.

"This community will allow students to learn and connect with other English language learners around the world," he said.

Blackstone said a big change among Chinese students is that 10 years ago, students used to ask, "What English can you teach me?" Now they are asking, "What skills can you teach me in English?"

"The world is an increasingly digital place. Our new online community will offer instant access to personal tutors in real time to answer any language questions from students across the globe."

"We also offer language podcasts to give students additional practice and lessons in a completely online environment," Blackstone said.

Government officials are among those who have realized the importance of English and are working with English teaching institutes to make their work international.

"We've worked closely with various government departments such as the Ministry of Education and the National Development and Reform Commission, as well as the hugely successfully World Expo Shanghai and many other important government and regulatory bodies to play our part in supporting China's continued growth," said Blackstone.

In 2010, as official language training provider, WSE provided free English tests and training programs to nearly 7,400 Shanghai Expo volunteers.

Since 2002, WSE has donated English courses to the Shanghai Leadership Training Initiative Program. Each year, 30 leaders study English in the WSE learning centers in Shanghai.

"The program has proven immensely successful," Blackstone said.