Focus on China's Mass Market

Prepared by: EM BEIJING

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.

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

Central ; 5.41; 24%

North ; 3.72; 16%

Southwest ; 3.38; 15%

East ; 3.18; 14%

South ; 3; 13%

Northwest ; 2.26; 10%

Northeast ; 1.81; 8%

Regional No. of Senior High School StudentsIn PR China (Unit: Million)

RegionalNo. of Senior High School Students

(Million) ↓Percentage (%)

Central 5.41 23.77

North 3.72 16.34

Southwest 3.38 14.85

East 3.18 13.97

South 3.00 13.18

Northwest 2.26 9.93

Northeast 1.81 7.95

Total: 22.76 million senior high school students in China

Number of Senior High School Students in Different Region, China (2010)

Number of Senior High School Students in Provinces of China (2010)

• Data until the end of Year 2009Source from: Provincial / Municipal Statistics Bureau and Educational Committee, PR China

Unit: Million

North of ChinaTotal: 3.72

Beijing * Tianjin * Hebei Shanxi Inner Mongolia

0.20 0.188 2.01 0.82 0.50

Northeast of ChinaTotal: 1.81

Liaoning Jilin Heilongjiang

0.72 0.47 0.62

East of ChinaTotal: 3.18

Shanghai Jiangsu Zhejiang Anhui Fujian Jiangxi Shandong

0.17 0.14 0.88 1.28 0.71 0.70 1.53

Central of ChinaTotal: 5.41

Henan Hubei Hunan

1.92 1.24 1.02

South of ChinaTotal: 3.00

Guangdong Guangxi Hainan

2.09 0.75 0.16

Southwest of ChinaTotal: 3.38

Chongqing Sichuan Guizhou Yunan Tibet

0.63 1.46 0.62 0.63 0.04

Northwest of ChinaTotal:2.26

Shaanxi * Guansu Qinghai Ningxia Xinjiang

0.96 0.63 0.11 0.14 0.42

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

2011 Average Annual Income, China

RegionAverage 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

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 ChinaBeijing Tianjin Hebei Shanxi Inner Mongolia

50,415 37,540 32,360 33,544 35,507

Northeast of ChinaLiaoning Jilin Heilongjiang

30,814 29,399 26,535

East of ChinaShanghai Jiangsu Zhejiang Anhui Fujian Jiangxi Shandong

46,757 35,890 30,650 33,900 32,647 29,092 33,729

Central of ChinaHenan Hubei Hunan

27,357 39,303 29,280

South of ChinaGuangdong Guangxi Hainan

40,358 31,843 21,864

Southwest of ChinaChongqing Sichuan Guizhou Yunan Tibet

30,963 33,112 30,503 30,177 54,397

Northwest of ChinaShaanxi Guansu Qinghai Ningxia Xinjiang

34,299 29,588 37,103 34,082 32,961

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.

Analysis for Enrollment Rate of Higher Education in China (2003-2011)

YearCandidate

(Million)Enrolled

(Million)Percentage

(%)

2003 6.13 3.82 62.34

2004 7.23 4.47 61.87

2005 8.67 5.04 58.18

2006 9.50 5.46 57.48

2007 10.10 5.66 56.03

2008 10.50 6.08 57.87

2009 10.20 6.29 61.67

2010 9.57 6.57 68.65

2011 9.33 6.75 72.35

Source from: Ministry of Education, PR China

National Matriculation Minimum Admission Requirement 2011

Tier * Art * Science

Tier 1 486-571 448-581

Tier 2 430-524 376-535

Tier 3 364-450 340-446

Tier 1 students, qualified to enroll to the key universities on the 1st 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 2nd 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 3rd 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 750Source from: www.news.cn

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%)

Number of Chinese Students Study Abroad (2003 –2010)

YearGovernment-

sponsoredAgency-

sponsoredSelf-funded Total

2003 3,002 5,144 109,200 117,346

2004 3,524 6,858 104,300 114,682

2005 3,979 8,078 106,500 118,557

2006 5,580 7,542 121,000 134,122

2007 8,853 6,957 129,000 144,810

2008 11,400 6,800 161,600 179,800

2009 12,000 7,200 210,100 229,300

* 2010 - - - 284,700

* Presently, 2010 data has not been released by Ministry of Education, China by category. Source from: Ministry of Education, PR China

Year * No. of Students

2003 10,349

2004 9,250

2005 9,317

2006 7,310

2007 5,962

2008 10,355

2009 9,177

2010 10,214

Number of Chinese Study in Malaysia (2003 – 2010)

* IPTA+IPTSSource from: Ministry of Higher Education Malaysia

Year

No. of Students Studying Abroad

No. of Returning

Returning as (%)

of Total Study Abroad

2003 117,346 20,100 17.13

2004 114,682 25,044 21.84

2005 118,557 35,000 29.52

2006 134,122 42,000 31.31

2007 144,810 44,000 20.38

2008 179,800 69,300 38.54

2009 229,300 108,300 47.23

2010 284,700 - -

Number of Chinese Students Studying Abroad and Those Returning(2003 – 2010)

Source from: Ministry of Education, PR China

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 (www.cscse.edu.cn)1

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.

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.

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.

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.

PR China Legal Recruiting Agency

Distribution of China Legal Recruiting Agency

North of ChinaBeijing Tianjin Hebei Shanxi Inner Mongolia

77 12 9 8 11

Northeast of ChinaLiaoning Jilin Heilongjiang

28 16 25

East of ChinaShanghai Jiangsu Zhejiang Anhui Fujian Jiangxi Shandong

16 28 21 5 9 2 38

Central of ChinaHenan Hubei Hunan

17 12 8

South of ChinaGuangdong Guangxi Hainan

27 4 5

Southwest of China

Chongqing Sichuan Guizhou Yunan Tibet

7 11 1 4 -

Northwest of China

Shaanxi Guansu Qinghai Ningxia Xinjiang

10 3 1 2 2

Totally there are 379 legal recruiting agencies in China until 12th May 2011.Source from: Ministry of Education, PR China (www.jsj.edu.cn)

• 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)

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.

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.

Education Trip

Sample of Education Trip in Singapore

Day Programme

Day 1Arrival at SingaporeCulture tour

Day 2 Culture 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 4 Culture tour (New technology experience)

Day 5 Culture tour

Day 6Culture tourDeparture 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: www.ilizhi.com

Conclusion

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

Thank you !