Educators scrambling amid e-commerce boom

In fact, attempts have been made in cross-border e-commerce talent cultivation in recent years nationwide.

According to Yao, cross-border e-commerce courses have been covered in different majors at some vocational schools in China, such as Shantou Foreign Language and Business Academy in Guangdong province, Yinzhou Vocational Education Center School in Ningbo, Zhejiang province, and Shanghai Commercial School.

"The curriculum for cross-border e-commerce studies should be in line with industry practices and social needs," Dong said. "The ability to handle tasks related to international business is basic for students. The curriculum embraces customer service, contract followup and international business law.

"Additionally, the ability to use business English and operate bilingual e-commerce platforms are vital in dealing with global customers in cross-border e-commerce. In other words, knowledge of international trade and e-commerce are both essential," he said.

Dong's idea was echoed by Liu Junbin, an expert with the China Electronic Commerce Association.

"E-commerce exports, which involve customs clearance, international logistics, exchange rate calculation and plenty of other multicultural-related challenges, is more complicated than crossborder e-commerce import and traditional domestic e-commerce and requires more responsibilities," said Liu, who is also a director of the e-commerce teaching and research center at Zhejiang Vocational College of Commerce.

"There is probably a significant reason why the industry demands more specialized talent," he said.

Liu also noted that the advanced technology, including the internet and translation devices assisting education, also makes cultivating specialists in secondary vocational education possible and much easier.

Despite the high demand, the education sector hasn't kept pace with the rapid development of the industry.

In Shanghai, among the secondary and senior vocational schools, few have set up courses related to cross-border e-commerce, according to Dong.

"We need more teachers who have both work experience and theoretical knowledge of crossborder e-commerce," Dong said. "Cooperation between schools and companies in the industry should be further enhanced to give students opportunities to practice what they've learned."

Given that cross-border e-commerce is a practical major, Liu pointed out that not all vocational schools in China are suitable for setting up the major.

"I would recommend those regions with free trade zones to have a try, where real practices in the market are accessible to students," he said.

Liu also suggested vocational schools provide training or courses on languages and culture in target export countries.

"There may be an option to offer international school exchange programs for the cultivation of professional cross-border e-commerce talent," he added.

Zhan Jinyao contributed to this story.