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Research highlights on sector performance and standalone ELICOS
in China
Brett BlackerCEO, English Australia
Samuel VetrakCEO, StudentMarketing
11 October 2018
Presentation overview
2
GLOBAL ELT
AUSTRALIAN ELICOS SECTOR
CHINA AND ENGLISH LEARNING
Acknowledgements
3
Global ELT Market Analysis
‘The bird’s eye perspective’
About StudentMarketing
5
HQVIENNA
AS AN ESOMAR MEMBER, I COMPLY WITH THE ICC/ESOMAR INTERNATIONAL CODE ON MARKET AND SOCIAL RESEARCH AND ESOMAR WORLD RESEARCH GUIDELINES.
SAMUEL VETRAK, CEO, STUDENTMARKETING
STUDENTMARKETING IS A UNITED NATIONS WORLD TOURISM ORGANIZATION AFFILIATE MEMBER.
Our Clients
6
DESTINATIONS ASSOCIATIONS PROVIDERS
Global ELT: 2017 in Review
7Source: StudentMarketing, 2018
1.4MILLION
STUDENTS
+5.8%
Y-O-Y
11.1MILLION
STUDENT WEEKS
-0.4%
Y-O-Y
Global ELT Supply
8Source: StudentMarketing, 2017
Australia’s Global Position
9Source: StudentMarketing, 2018
ELT Student Numbers
10Source: English Australia, 2018; StudentMarketing, 2018
ELT Student Weeks
11Source: English Australia, 2018; StudentMarketing, 2018
Destinations by Student Numbers
12
Source: StudentMarketing, 2018; Figures represent extrapolations based on multiple sources. They cover all centres in the destinations and represent the best possible calculation, rather than a headcount.
Destinations by Student Weeks
13
Source: StudentMarketing, 2018; Figures represent extrapolations based on multiple sources. They cover all centres in the destinations and represent the best possible calculation, rather than a headcount.
Average Length of Stay (Weeks)
14Source: StudentMarketing, 2018
Global ELT Market Shares
15
Source: StudentMarketing, 2018; Figures represent extrapolations based on multiple sources. They cover all centres in the destinations and represent the best possible calculation, rather than a headcount; percentages do not add up to 100% due to rounding
STU
DEN
TSST
UD
ENT
WEE
KS 30%
32%
31%
33%
30%
25%
26%
25%
24%
21%
20%
21%
14%
16%
17%
18%
21%
21%
19%
16%
17%
16%
17%
18%
4%
5%
4%
6%
6%
7%
3%
3%
3%
3%
4%
4%
2%
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
2012
2013
2014
2015
2016
2017
USA UK AUSTRALIA CANADA IRELAND NEW ZEALAND MALTA SOUTH AFRICA
14%
18%
18%
18%
19%
17%
14%
44%
41%
44%
43%
40%
38%
41%
11%
9%
10%
11%
12%
13%
13%
15%
14%
11%
12%
12%
13%
13%
7%
9%
8%
7%
8%
9%
10%
3%
2%
2%
2%
2%
3%
2%
6%
6%
5%
5%
5%
6%
6%
1%
1%
1%
1%
1%
1%
1%
2011
2012
2013
2014
2015
2016
2017
Student Weeks by Source Region
16Source: StudentMarketing, 2018
Source Region Market Shares (Weeks)
17Source: StudentMarketing, 2018
Latin America: Destination Market Shares (Weeks)
18Source: StudentMarketing, 2018
Asia: Destination Market Shares (Weeks)
19
Source: StudentMarketing, 2018Note: Percentages do not add up to 100% due to rounding.
Top Source Markets Globally by Student Weeks
20Source: StudentMarketing, 2018
Top Source Markets Globally by Student Weeks
21Source: StudentMarketing, 2018
Australia’s Market Share (Weeks)
22
9%
16% 22
%
2%
20%
33%
31%
25%
5%
13%
11%
6%
50% 24
%
38%
7%
5%
60%61
%
Source: StudentMarketing, 2018
1%
Top Source Market Trends Globally (Weeks)
23
Source: StudentMarketing, 2018
MexicoTurkeyJapan
ColombiaChina
South KoreaTaiwan
SwitzerlandFrance
ThailandSpainBrazil
GermanyItaly
VietnamRussiaKuwaitIndia
VenezuelaSaudi Arabia
2015 vs 2016
BrazilRussiaChina
ColombiaChileJapanItaly
Vietnam
GermanyTaiwanFrance
South KoreaTurkey
ThailandSpainIndia
MexicoSwitzerland
KuwaitSaudi Arabia
2016 vs 2017
Share of Junior Students
24
50%IRELAND
52%
11%CANADA
9%
52%MALTA
50%
Source: English UK, 2018; MEI 2018; Languages Canada, 2018; National Statistics Office Malta, 2018; English Australia, 2018
2017DESTINATION
2016
55%UK
51%(private sector)
13%AUSTRALIA
n/a
Race for International Students
25
Source: Government of Canada, 2015; Campus France, 2014; Ministry of Science and Higher Education Poland, 2015; International Relations Office Turkey, 2018; DAAD Germany, 2014; Ministry of Education China, 2011; Ministry of Education Malaysia, 2015; Ministry of Education, Republic of Korea, 2015; The Government of Japan, 2013; Australian Education International, 2017
CANADA
450,000
FRANCE GERMANY
350,000
TURKEY
350,000
POLAND
100,000
MALAYSIA
250,000
CHINA
500,000
SOUTH KOREA
200,000
500,000
250,000
300,000
350,000
350,000
470,000
JAPAN
300,000
200,000
100,000
470,000
AUSTRALIA
720,000
720,000
450,000
Australia ELICOS Sector
‘The complete picture’
Annual ELICOS Market Survey
27
• Department of Education and Training
funded sector wide survey supported
under the Enabling Growth and
Innovation grants program
• 22nd year of publication
• Record participation
• New research partner
• Global ELT market analysis
• New customer segmentation
• New data visualisation
ELICOS performance (all visas)
28
Source: English Australia, 2018
Student Profile
29Source: English Australia, 2018
Overview of Source Regions (market share)
30Source: English Australia, 2018
Overview of Source Regions (performance)
31
Source: English Australia, 2018
Australia ELICOS Sector
Market Performance by Country
What were the top source countries for students and how did they perform in 2017?
33
Source: English Australia, 2018
What were the top source countries for students and how did they perform in 2017?
34
Source: English Australia, 2018
What was the visa type make up of students from the top ten source countries in 2017?
35
Source: English Australia, 2018
Which countries did the biggest increases in student numbers come from?
36
Source: English Australia, 2018
Which countries did the biggest decreases in student numbers come from?
37
Source: English Australia, 2018
Let’s look more closely at each State’s performance…
How did the different States perform in 2017?
39Source: English Australia, 2018
NSW - How were the top ten source countries for different for the main provider types (weeks)?
40
Source: English Australia, 2018
QLD - How were the top ten source countries for different for the main provider types (weeks)?
41
Source: English Australia, 2018
SA - How were the top ten source countries for different for the main provider types (weeks)?
42
Source: English Australia, 2018
Victoria - How were the top ten source countries for different for the main provider types (weeks)?
43
Source: English Australia, 2018
WA - How were the top ten source countries for different for the main provider types (weeks)?
44
Source: English Australia, 2018
China – ELICOS Performance
Chinese ELICOS Students
46
Source: English Australia, 2018
Chinese ELICOS Students
47Source: English Australia, 2018
China and English Learning
Student Weeks Spent in Eight Major ELT Destinations
49Source: StudentMarketing, 2018
Student Weeks Produced by Chinese Students
50Source: StudentMarketing, 2018
Student Weeks Produced by Chinese Students by Destination
51Source: StudentMarketing, 2018
English Language Training in China
52
• Department of Education and Training funded project under the Enabling Growth and Innovation Grants Program.
• Timeline:• Conceptualisation of project (2016)
• Launch (2017)
• Project set up (Q1 2018)
• Data collection (Q1-Q2 2018)
• Data analysis and interpretation (Q2 2018)
Methodology
53
Source: English Australia, 2018
Status Quo
54Source: EF EPI, 2017
English Proficiency Index (EPI) by age group
Status Quo
55Source: EF EPI, 2017; Euromonitor International, 2016
EPI and earning power
Status Quo
56Source: EF EPI, 2017
EPI by province
Status Quo
57
Source: StudentMarketing, 2018Note: The price comparison has intentionally been established on a like for like basis (lesson price to lesson price), with the obvious caveat that learning English in a native environment involves additional expenses (travel, accommodation, etc.), while simultaneously providing higher value (immersion and quicker pace of learning, for instance). Taking into consideration the estimated package price of a 4-week General course in Australia (20 lessons, accommodation, return flight ticket and living expenses) at AU$4,612, a student would receive 80 English language lessons. When comparing this package price to China’s domestic market, a student would be able to afford approximately 139 English lessons with a native English speaker for the same price.
Average Cost of an English Lesson
Status Quo
58Source: iResearch Consultancy, 2015
millions
Online Language Learners in China
Status Quo
59Source: iResearch Consultancy, 2015
Motivation to Learn a Language Online
Status Quo
60Source: StudentMarketing, 2018
Do you think English is going to help you in your career development?
Motivation to learn English
n=1,475 n=1,271
Student Perspective
Key Findings
61Source: StudentMarketing, 2018
MARKET SIZE• Relatively low demand level • Unlikely to start promoting standalone ELICOS
CUSTOMERS• Young professionals (25-35 (70%)), stable job• Young people travelling during the Chinese Spring Festival• College and university students travelling during the summer/winter
vacation
DESTINATION PREFERENCES• USA and the UK• Australia – not the first choice
PROGRAM PREFERENCES• English with cultural and travel experiences
Education Agency Perspective
Key Findings
62Source: StudentMarketing, 2018
MARKET SIZE• Niche Market• Difficult to justify the investment
DESTINATION PREFERENCES• Australia perceived as a safe destination with attractive locations, not
perceived as a quality study destination
PROGRAM PREFERENCES• 1-4 weeks English + fun/lifestyle/relax• 2-3 weeks for employees – English + wine tasting/coffee tasting/some
skills (around Chinese Spring Festival)• Programs featuring cultural exchange with the local community• Specialist courses that end with a certificate;• Exam-related studies• Teacher programs
Travel Agency Perspective
Key Findings
63Source: StudentMarketing, 2018
Motivation for parents to send their child to learn English abroad
n=623; percentages do not add up to 100% due to rounding
Parent Perspective
Key Findings
64Source: StudentMarketing, 2018
Preferred methods of learning English
n=1,196
STUDENTS PARENTS
n=623
25%
27%3%
13%
27%
5%21%
40%
9%
15%
14%1%
Key Findings
65Source: StudentMarketing, 2018
Percentage of students preferring a particular destination by selected factors
n=1,271; percentages do not add up to 100% due to rounding
Student Perspective
Key Findings
66Source: StudentMarketing, 2018
n=1,271; multiple options were possible
Preferred course components
STUDENTS PARENTS
n=623; multiple options were possible
Key Findings
67Source: StudentMarketing, 2018
n=1,271
Amount of money prospective students were willing to pay for the language course in Australia
Student Perspective
Key Findings
Source: StudentMarketing, 2018
Geographical Distribution of Chinese Agents
68
Market Insights
Source: StudentMarketing, 2018
CANADA• Policies at national, sectoral and individual levels• Visa policy is not particularly standalone ELICOS-focused• Opening seven new visa application centres in China• Joint marketing and branding• Mobile app in the Chinese language to further promote Canadian programs
UK• Targets China on all three levels• Investing in marketing• English UK regularly holds fairs in China• The British Council operates in China as the cultural and education section of the
British Embassy and consulates• ‘English is GREAT’ campaign, promoting proficiency in English for more people in
China
Competitor Activity
69
Market Insights
Source: StudentMarketing, 2018
USA• Preference is actually for higher education and high school programs• Does not have a dedicated nation-wide English language training strategy
NEW ZEALAND• English New Zealand is currently not targeting China for any of its joint marketing
events
AUSTRALIA• Marketing activities• Catered by Austrade, or alternatively by individual Australian colleges• Limited activity oriented around standalone ELICOS courses
Competitor Activity
70
Market Insights
Australian government – visa regulationAustralian colleges – product adjustmentsAgents
• marketing reach• training & support• proper market introductions
Statistics • for more awareness about benefits• demystification
Alumni – testimonials and communityMarketing collateral in MandarinDigital hub in ChinaInfluencers – Hosted programMedia – Press tour & partnershipsAwareness eventsPolitical endorsement
Demand Stimulators
71Source: StudentMarketing, 2018
Market Insights
Source: English Australia, 2018
n=36 English Australia members; percentages do not add up to 100% due to rounding
Which of the following would be most effective for developing growth in standalone ELICOS from China?
Demand Stimulators
72
Market Insights
Source: English Australia, 2018
n=36 English Australia members; percentages do not add up to 100% due to rounding
Main barriers to increasing the number of standalone ELICOS students from China
Barriers to Entry
73
Market Insights
Barriers to Entry
74Source: StudentMarketing, 2018
Job market
Public opinion &
habits
Misinterpretations
Low demand
levels
Government supportAgents
Product
Visa
Reputation
Competition
Market Insights
Standalone ELICOS
Opportunities
Teacher TrainingTransnational
Education (TNE)
Online learning
75Source: StudentMarketing, 2018
Market Insights
Source: English Australia, 2018
n=36 English Australia members; percentages do not add up to 100% due to rounding
Effective ways of establishing delivery of English language courses in China according to English Australia member colleges
Opportunities
76
Options for consideration
1. Effort to stimulate the demand
2. Strategy plan or blueprint
3. Partnerships
4. Agents as an integral part of demand stimulation
5. Product specific to the needs and preferences of Chinese customers
6. Teacher training and online learning
7. English teaching provision to the Chinese market
8. In-country high-street English teaching
9. Marketing techniques in China
10. Awareness campaign about the benefits of ELICOS
11. Market influencers, opinion makers, and journalists
Market opportunity
77Source: StudentMarketing, 2018
www.englishaustralia.com.au
www.facebook.com/EnglishAustralia
@English_Aus
www.linkedin.com/company/english-australia78
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