The booming market is primarily driven by the education consumption needs of Chinese parents, which are evolving rapidly. As millennials become parents of K-8 students, their perceptions of quality and value in English education generally and online education specifically are influencing the market in a major way. Attitudes toward education among millennials in China are conceptually different from those of their elders. Not only are millennials more willing to purchase online education products, but they also put more value on spoken English, creativity, experiential learning and other learning experiences deemed to be lacking in the Chinese system.