The History, Current Situation and Future of China Study

Abroad Market

Introduction to BOSSA

Beijing Overseas-Study Service Association (BOSSA)

BOSSA was founded under the guidance of Ministry of Education China and Beijing

Municipal Education Commission as the 1st NGO in China’s study abroad industry

in 2004. With a network of over 900 member, partner and allied institutions,

BOSSA has always been the largest study abroad organization in China with a

share of over 40% of the national market.

BOSSA Key Responsibilities:

Collecting information and data for comprehensive industry reports

Setting standards, monitoring and improving quality of the industry

International network development and services

History At a Glance

Between 1872 and 1978, there were only around 130,000 Chinese

students went to study abroad.

Over 90% of those students were carefully selected and sponsored

by government bodies.

Mainly pursuing postgraduate degree programs in science &

technology fields.

Very limited destination countries: USA, UK, France, Japan and

Russia.

History of Study Abroad Market in China (1872-1978)

Current Situation

The Biggest: The biggest study abroad market in the world equals 15% of global

market.

Fast Growing: There will be around half million Chinese students study abroad

in 2013 which makes the total number up to over 3 million between 1979 and 2013.

The annual growth rate has been over 20% in the past 10 years.

Family Funded: Over 90% of those students were sponsored by their families.

Diversified Destinations: Broad destination choices of over 110 nations and

regions.

Common Choice: Study Abroad is no longer wealthy family’s privilege.

Current Situation of Study Abroad Market (1979-2012) (1)

Clear Plans: Students are clearer about why they study abroad and what they

want from the experience. They are also more prepared before going to agents

and/or exhibition for help. This is also one of the major reasons why Joint

Venture Education Program market is booming.

Diversified Subjects: Pursuing education in all degree disciplines with over

50% of students on business related subject fields.

Younger Students: 22.6% of students go abroad for high school education.

International Citizens: Around 30% of students return to China after studies;

Over 55% of students decide to stay longer for further education, internship

and work experience; Over 100,000 graduates travel between China and other

countries frequently as a new lifestyle.

Current Situation of Study Abroad Market (1979-2012) ) (2)

Future

Continuous Growth: Economic development drives stable growth of study abroad market.

Continuous Diversification: An increasing market for non-traditional countries, universities, subjects while traditional hot choices growing at the same time.

Regulated Market: MOE has published new policies and regulations to improve the industry. The trend is to decentralize power to local education authority and association to allow more licensed agents run business legally in the market.

Even Younger Students: Students pursuing secondary education will have higher percentage of overall market.

Future of Study Abroad Market in China (1)

Future of Study Abroad Market in China (2)

DIY Students: More DIY Students in the market will require more direct promotion from international education providers.

Better Prepared Students: Students are becoming clearer about their goals and future which is an opportunity for universities that have specialties, i.e. reputable subject and/or professor, career development service, etc. And better prepared students also mean better quality students with good knowledge of foreign language and foreign education system. “Suitable ” will the key word replacing “blind choice”.

Tough Competition: Achieving university with correct marketing strategy will win more good quality students.

Less Ranking Influence: Students and parents will gradually understand ranking is not the most important issue and how to position themselves correctly. On the other hand, any form of ranking record will practically help university build up a reputation in the market.

Future of Study Abroad Market in China (3)

Better Quality JV Program: Increasing demands of international JV program in China will continue and MOE has been working on the quality control.

Bilateral Exchanges: There are a few countries have signed bilateral exchange agreement with China including but not limited to USA (100K Strong), the UK (Generation UK), Russia, ASEAN, Australia, etc. Such initiatives will accelerate bilateral exchanges and students will serve as ambassadors of each country and university to support broad promotion efforts.

Marketing: A consistent marketing strategy will be the key to success in China.

Thanks for your time!

Contact Details:

Website:

www.cnbossa.org (Official Website)

www.bossainternship.com (China Internship Program)

Email: jenny.fu@cnbossa.org

Telephone: +86 10 8472 1382