A screenshot of Youlinyouke, an app that aids users to learn English in an all-around way.[Photo provided to China Daily]

Li believes the company is heading in the right direction as established players jump into the niche sector.

The growth shows English-learning needs have surpassed basic communication or exam-related English, Li says.

"People now seek to improve through classics and knowledge-based learning."

Low thresholds serve as an obstacle to online education's development. Any teacher can start an online class using social media. And students tend to be less motivated compared with studying in brick-and-mortar classrooms.

Li says their company uses quality to stand out. It recruits experienced professionals, who are not only skilled at teaching but also able to create quality content.

Qin Ye worked as a teacher for six years before joining Youlinyouke.

She points out that every online class she teaches is new, unlike in exam-based education.

A 20-minute episode takes about three hours to produce.

"I also like the topics that I choose," the Columbia University graduate says. "The app is a learning platform for both students and for teachers."

Wu Anqi, who studies in the Capital Normal University, has been a member since 2015.

She spends about 30 to 50 minutes a day using the app to enhance her proficiency.

The community-based experience where learners can interact helps motivate Wu, she says.

"It pushes you to work even harder when you see others sharing thoughts and notes online," she says.

Shanghai-based entrepreneur Qiu Feng uses the app during his daily subway commute. He has gained practical business knowledge and an appreciation of the arts.

"It uses English as a medium to learn about the world," the 36-year-old says.

"It has become embedded in my life."

Xia has worked as a manager for years but hopes to return to his roots as a teacher.

He hosts several courses on the app and records three daily podcasts. He takes work with him when he travels.

"A teacher is essentially an intellectual. It's when I'm most comfortable," says Xia.

He aspires to help talented young teachers earn decent salaries through online instruction.

This is possible because the content's distribution isn't limited by time and space, he says.

"Teachers can spend it on themselves and then give back to society," he says. "This is the direction society should head toward."