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Focus on China's Mass Market Prepared by: EM BEIJING.

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Presentation on theme: "Focus on China's Mass Market Prepared by: EM BEIJING."— Presentation transcript:

1 Focus on China's Mass Market Prepared by: EM BEIJING

2 PART 1 China’s Study Abroad Market Number of Chinese students studying abroad continuously is increasing at approximately 20% annually. 2010, there are 284,700 Chinese students studying abroad. These students include: Government-sponsored students, Agency-sponsored students and Self- funded students in which the self-funded students occupied 90% of total number of studying abroad annually.

3 Diagram for Senior High School Students in Different Region, China (2010)

4 Regional No. of Senior High School Students (Million) ↓ Percentage (%) Central5.4123.77 North3.7216.34 Southwest3.3814.85 East3.1813.97 South3.0013.18 Northwest2.269.93 Northeast1.817.95 Total: 22.76 million senior high school students in China Number of Senior High School Students in Different Region, China (2010)

5 Number of Senior High School Students in Provinces of China (2010) Data until the end of Year 2009 Source from: Provincial / Municipal Statistics Bureau and Educational Committee, PR China Unit: Million North of China Total: 3.72 Beijing* Tianjin* HebeiShanxiInner Mongolia 0.200.1882.010.820.50 Northeast of China Total: 1.81 LiaoningJilinHeilongjiang 0.720.470.62 East of China Total: 3.18 ShanghaiJiangsuZhejiangAnhuiFujianJiangxiShandong Central of China Total: 5.41 HenanHubeiHunan 1.921.241.02 South of China Total: 3.00 GuangdongGuangxiHainan 2.090.750.16 Southwest of China Total: 3.38 ChongqingSichuanGuizhouYunanTibet 0.631.460.620.630.04 Northwest of China Total:2.26 Shaanxi* GuansuQinghaiNingxiaXinjiang 0.960.630.110.140.42

6 Number of Senior High School Students in Different Provinces / Municipalities / Autonomous Regions, China (2010) ↓

7 2011 Average Annual Income, China Region Average Annual Income (RMB) ↓ North of China 37,873.20 Southwest of China 35,830.40 Northwest of China 33,606.60 Central of China 31,980.00 South of China 31,355.00 Northeast of China 28,916.00 East of China 25,692.00

8 Statistics for 2010 Average Annual Income, China Until 2010, the average income is RMB 37,147 in China. Source from: Provincial / Municipal Statistics Bureau and Human Resources and Social Security Bureau, PR China Unit: RMB North of China Beijing TianjinHebeiShanxiInner Mongolia 50,41537,54032,36033,54435,507 Northeast of China LiaoningJilinHeilongjiang 30,81429,39926,535 East of China ShanghaiJiangsuZhejiangAnhuiFujianJiangxiShandong 46,75735,89030,65033,90032,64729,09233,729 Central of China HenanHubeiHunan 27,35739,30329,280 South of China GuangdongGuangxiHainan 40,35831,84321,864 Southwest of China ChongqingSichuanGuizhouYunanTibet 30,96333,11230,50330,17754,397 Northwest of China ShaanxiGuansuQinghaiNingxiaXinjiang 34,29929,58837,10334,08232,961

9 From 1999, China began to dramatically expand its higher education system. Since then, more and more Chinese students have achieved access to higher education. Despite these increases in enrolment, access to higher education in China remains a very competitive Endeavour because of “gaokao”, the National College Entrance Exam(NCEE), which is described by the Chinese as “thousands of troops on a single-log bridge” due to its low enrolment rate. In 2011, the Ministry of Education informed that a record of 9.33 million people had applied for the exam and about 6.75 million would be able to enter college(app. 72.35%). It is still a competitive situation. Particularly, as there is a tendency to try to enter the prestigious institutions(identified under Project 211 and Project 985) rather then others so that the competition between the HEIs is increasing.

10 Analysis for Enrollment Rate of Higher Education in China (2003-2011) Year Candidate (Million) Enrolled (Million) Percentage (%) 20036.133.8262.34 20047.234.4761.87 20058.675.0458.18 20069.505.4657.48 200710.105.6656.03 200810.506.0857.87 200910.206.2961.67 20109.576.5768.65 20119.336.7572.35 Source from: Ministry of Education, PR China

11 National Matriculation Minimum Admission Requirement 2011 Tier* Art* Science Tier 1486-571448-581 Tier 2430-524376-535 Tier 3364-450340-446 Tier 1 students, qualified to enroll to the key universities on the 1 st batch, such as “ 211- Project Key Universities”, “985-Project Key Universities” such as Tsinghua University, Peking University,etc. Tier 2 students, qualified to enroll to general universities on the 2 nd batch, such as the local provincial / municipal universities, such as University Shanghai of Science and Technology, Shanghai Normal University,etc. Tier 3 student, allow enrolled to the private universities / colleges, or the colleges attached to the University on the 3 rd batch, such as Industrial and Commercial College of Hebei University, Guang Hua College of Chang Chun University,etc. * Data from 11 provinces / municipalities / autonomous regions ** Full mark is 750 Source from:

12 Although study abroad is not one of main policy goals of the Chinese government, in 1992 the MoE set the agenda with a sentence which could be translated as “support [students] to go abroad, encourage [them] to come back, and freedom of entry and exit”. This strategy seems to be successful. In 2010, 284,700 Chinese students were studying abroad. However only nearly 4000 students are enrolled study abroad to Malaysia in the same year. (app. about 1.5%)

13 Number of Chinese Students Study Abroad (2003 –2010) Year Government- sponsored Agency- sponsored Self-fundedTotal 20033,0025,144109,200117,346 20043,5246,858104,300114,682 20053,9798,078106,500118,557 20065,5807,542121,000134,122 20078,8536,957129,000144,810 200811,4006,800161,600179,800 200912,0007,200210,100229,300 * 2010---284,700 * Presently, 2010 data has not been released by Ministry of Education, China by category. Source from: Ministry of Education, PR China

14 Year* No. of Students 200310,349 20049,250 20059,317 20067,310 20075,962 200810,355 20099,177 201010,214 Number of Chinese Study in Malaysia (2003 – 2010) * IPTA+IPTS Source from: Ministry of Higher Education Malaysia

15 Year No. of Students Studying Abroad No. of Returning Returning as (%) of Total Study Abroad 2003117,34620,10017.13 2004114,68225,04421.84 2005118,55735,00029.52 2006134,12242,00031.31 2007144,81044,00020.38 2008179,80069,30038.54 2009229,300108,30047.23 2010284,700 -- Number of Chinese Students Studying Abroad and Those Returning (2003 – 2010) Source from: Ministry of Education, PR China

16 2010 Popular Program for Chinese Students Studying Abroad Undergraduate: Account and Finance Architecture Fine Arts Biotechnology and Medicine Science Information Technology and Computer Science Mass Media and Public Relation Design (Technical and Industrial) Law Hospitality and Tourism Actuary Postgraduate: Architecture Fine Arts Information Technology and Computer Science Engineering Mass Media and Broadcasting Law Management Source from: Chinese Service Center for Scholarly Exchange (

17 PART 2 What are the motivations and perceptions of studying abroad in China? Respond from students and parents have found that Chinese students are influence by a range of factors. I.Availability of places in educational institutions in their home country II.Branding of the education systems in the country III.Reputations of universities – marketability of given qualification upon graduation IV.Ease of entering the destination country V.Cost of living and fees VI.Changes in exchange rates VII.Possibility of migrating to the destination country Result: International student populations vary from country to country.

18 PART 3 Challenges and Opportunities Chinese students are received in some 103 countries Hundreds of colleges and universities not only from the traditional education destinations such as Australia, New Zealand, United Kingdom, United States of America and Canada; Northern and Southern Americas, Europe, including Eastern Europe, Africa and neighboring countries such as Thailand and Singapore are venturing into China, offering similar courses as Malaysia’s, thus offering stiff competition to student’s recruitments. In the next 15 years, China has to establish at least 800 colleges to meet the need with an estimated capital of US 68 billion. Obviously, it exceeds what the public coffers can offer. Besides the demand for higher education, China also needs especially in the fields of vocational training to impart training to millions of rural migrants, retrain millions of laid-off workers and upgrade the skills of some 700 million employed persons.

19 Government Develop an effective “toolbox” of supportive enrolment of international students. One of the most important factors that influence the demand by students for a particular country’s education is the immigration and student visa laws. If it is relatively easy for students to be granted entry to a particular country compared to other Offering more flexible policy to international students Improve immigration policies, procedures and processing. Ensure Malaysia is a friendly-study destination Malaysia had many competitive advantages such as political and economic stability, excellent infrastructure, relatively low tuition fees and living costs and a widespread use of English. These strengths must be widely publicized to the China students to promote Malaysia as the alternate destination for higher education.

20 HEIs More market-oriented courses and programmers offer by Malaysian higher education institution which is leading to enhanced employability. Continue to contribute the financial human and in-kind resources necessary to recruit, admit and effectively support international students. Develop or enhance existing institutional international recruitment strategies. Maximize the presence of international students on campus to further internationalize their teaching, research and community outreach activities. Bring together international educators from China for example Carefully screened, high-quality student recruitment agents at networking forums around the country devoted to achieving results and growing international student enrolments. Extending relationships with existing contacts, obtaining market intelligence and feedback, and promoting their brand in the international education marketplace. Institutions to discuss partnership opportunities such as exchange programs and twinning agreements. The teaching by home staff in overseas institutions, and in the development of offshore campuses. These developments have meant that Malaysian universities now have a direct presence in a number of cities.

21 PR China Legal Recruiting Agency Distribution of China Legal Recruiting Agency North of China BeijingTianjinHebeiShanxiInner Mongolia 77129811 Northeast of China LiaoningJilinHeilongjiang 281625 East of China ShanghaiJiangsuZhejiangAnhuiFujianJiangxiShandong 16282159238 Central of China HenanHubeiHunan 17128 South of China GuangdongGuangxiHainan 2745 Southwest of China ChongqingSichuanGuizhouYunanTibet 71114- Northwest of China ShaanxiGuansuQinghaiNingxiaXinjiang 103122 Totally there are 379 legal recruiting agencies in China until 12 th May 2011. Source from: Ministry of Education, PR China (

22 Until the end of 2010, totally there are 457 million internet netizens in China. Source from: National Bureau of Statistics of China Also there are 303 million mobile netizens in China until the end of 2010. Source from: CNNIC (China Internet Network Information Center)

23 6 Easy Steps to Study in Malaysia STEP 1 The students submits an application form of study together with the relevant documents to the intended educational institution which has an official approval from the Ministry of Home Affairs to recruit international students. STEP 2 Once the student’s application is accepted by the educational institution, the institution will then help to apply for a student pas from the Malaysian Immigration Department in Malaysia. A favourable health examination report done in the student’s home country must be provided during the application of student pass. STEP 3 Upon acceptance, a letter of approval for student pass is released by the Malaysian Immigration Department to the educational institution, which will then be passed on to the student. STEP 4 Before leaving his/her country for Malaysia, the student informs the educational institution of his/her port of entry (airport), flight number, arrival date and time. STEP 5 Upon arrival at the airport in Malaysia, the educational institution's representative receives the student at the immigration check point. STEP 6 Within 2 weeks of the student’s arrival, the educational institution submits the student’s passport to the Immigration Department for the student pass sticker.

24 5 Procedures to Study in Singapore STEP 1 Contact Educational Institution or Local Liaison Office International student will sit for Assessment Test to gauge his/her STEP 2 Apply at school of choice Submit completed application form with all necessary original documents directly to a school of choice. STEP 3 School conducts placement test and Issue Letter of Acceptance School will conduct placement test for international student if there is a vacancy. When international student passes the placement test, the school will issue a Letter of Acceptance to international student if the school accepts the student. The international student can proceed to Immigration and Checkpoints Authority (ICA) to apply for a student pass with the Letter of Acceptance. STEP 4 Apply for Student Pass The Letter of Acceptance is valid for 2 weeks from the date of issue. The international student should proceed to Immigration and Checkpoints Authority (ICA) immediately with the original Letter of Acceptance to apply for a student’s pass. STEP 5 Return to school with student’s pass Acceptance to the school is subjected to the international student obtaining and returning with a student’s pass from Immigration and Checkpoints Authority within 2 weeks from date of issue of the Letter of Acceptance. The international student will forfeit his/her admission to the school if he/she does not return within 2 weeks.

25 Education Trip Sample of Education Trip in Singapore DayProgramme Day 1 Arrival at Singapore Culture tour Day 2Culture tour Day 3 Visit Singapore local school: Class experience, Sports competition, Art performance; Visit Singapore local higher learning institutes: Conversation with students in the institutes; Day 4Culture tour (New technology experience) Day 5Culture tour Day 6 Culture tour Departure to China Total Fees: RMB 9,800.00 Beijing Shiji Mingde Education Technology Co., Ltd. was founded in November 2006. Totally there are 200 full time staff and more than thousand part-time staff. Until February 2011, Mingde has successfully provided the education trip service and programme to more than 200,000 students, who are from more than 1,200 local schools. Only in 2010, totally 75,000 students have received the service and participated the education trip through Mingde. Contact information: Add: 5 Floor, Ziguang Building, East Gate of Tsinghua University Tel: 8610-62701616 Fax: 8610-62701616 ext. 888 Website:

26 Conclusion In various aspects, China can and will be of paramount importance for Malaysia higher education, whether we become actively involved or not.

27 Thank you !

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