Patrick Colabucci Director, Global Studies and International ProgramsUCLA Extension
Maggie Li Digital Marketing AssociateInternational Education Advantage, LLC
Ophelia Lee DirectorMaxway Education
Market IntelligenceChina: Do WeChat?
7th Annual ConferenceDecember 2-5, 2015 Hollywood, FL
China: Not a simple place
Academic Year 2004 – 05 2014 – 15 % changeChinese studentsin the US
62,000 304,000 400%
Indian students in the US
76,000 132,000 56%
Just how big is China?
How do you decide which cities to market/recruit in?
How do schools’ recruiters know which of these cities have an interest in education?
Country Number of cities with 1,000,000 peopleU.S 10Japan 11Brazil 17India 40China 160
Just how big is China?
Country Number of Internet UsersU.S 280 millionJapan 109 millionBrazil 107 million India 240 millionChina 640 million
How do US universities get their content in front of the right people out of this 640,000,000?
Where do Chinese student come from?
7792800181248167
931612406
1598529145
49946
ShenzhenWuhan
ChengduGuangzhou
NanjingHongkong
TaipeiShanghai
Beijing
Number of Students Study in the U.S.
Perspective
• Facts• Anecdotal evidence• Stories in the news• Surveys or focus groups from students on campus• Open Doors data• ICEF/WES/INTEAD reports
Deliberate Relationship
• When you make a conscious decision to do something, instead of merely allowing a decision or event to take place, things tend to go a better.
• With the complexity, competitiveness, challenges, and importance of the Chinese market, US schools need to be deliberate in partnering with quality agencies to recruit in China, especially with a tool like WeChat.
intead.com
Agenda
1. A little bit about me – the international student experience
2. Insights in recruiting in China3. Research data4. Tips in Chinese culture5. Chinese social media
intead.com
My story…Yunxiang Li
intead.com
I’m From Suzhou
Population 6.5M
10X Boston’s Population
A “Small” Chinese City
Jiangsu Province
Suzhou GDP = US $190B(Ref: Beijing GDP = US $500B)
intead.com
Valuable Secondary Cities
Less competition from highly ranked institutions
intead.com
Educationally Powerful Provinces
Similar to high performing US school districts
intead.com
Major
Ranking
Admission Criterion
Academic Environment
Safety
2015 White Book of China’s Study Abroadfrom XDF.CN
StudentsParents
25 cities
3700 valid surveys
Chinese Survey: Factors Influencing Students’ & Parents’ Decisions In Choosing Schools
Decision Influencers
intead.com
Top 4 Majors Chinese Students Plan to Study Abroad
6%
10%
18%
35%
Computer Science
Science
Engineering
Business
Percentage of Students
2015 White Book of China’s Study Abroad from XDF.CN
intead.com
Chinese Students Gather Information From…
2015 White Book of China’s Study Abroad from XDF.CN
21%
29%
33%
40%
40%
61%
Professor
University Webiste
Family and Friends
Study Aboard Conferencehosted by Chinese agencies
Domestic Website
Agency
Percentage of Students
intead.com
Hidden Data Gems: Chinese Real Estate Purchases in the US
WSJ November 28, 2015
Chinese nationals are buying US residential real estate. They are buying property for themselves and to provide housing for their children in the US.
intead.com
Chinese Students Studying Abroad
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
‐
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
2008 2009 2010 2011 2012 2013
% of S
tude
nts
# of Stude
nts
Number of Students Studying Abroad Number of Returned Students% Returned Students % Growth in # Studying Abroad
Source: 2014 China Statistical Yearbook, http://www.stats.gov.cn/tjsj/ndsj/2014/indexeh.htm
More Chinese students are returning to China after studying abroad. an opportunity to build an alumni network and use student testimonials to your advantage.
intead.com
Chinese Cultural Tips
Avoid using American sports, green hats and white decorations in your promotions.
intead.com
Facebook, Twitter, YouTube and Google are all blocked in China. If these are part of your website and promotion plan, they won’t work to attract Chinese students.
Digital Marketing Plans
intead.com
Social Media in China
From Chairman Media
intead.com
WeChatLike a combination of Instant Messenger, Facebook and Instagram
intead.com
WeChat Promotions ‐ UWM
intead.com
As You Plan, Consider These Tips
• For Lesser Known Schools, recruitment works better in second‐ and third‐tier cities in China.
• Ex. More challenging travel produces better results
• Target students and their parents with different messages to catch their attention.
• Ex. Safety (Parents) vs. Admissions Criteria (Students)
• Consider engaging your regional Chinese population• Ex. Advertise on Chinese media here in the US to extend your brand
• Engage Chinese students (in the US and in China) on Chinese social media
• Ex. WeChat vs. Facebook
intead.com
Industry Insights
Mobile App
For more information, please contact
Ben Waxman, COO & co-founder: [email protected]
e-Books
For more information, please contact
Ben Waxman, CEO & co-founder: [email protected]
Many Resources on Intead.com
MAXWAY EducationLeading Education Consulting Company in Hong Kong
“
About UsMAXWAY Education
About Maxway
Based in Hong Kong Serve Great China
1 LocationOver 10 years ProfessionalConsulting Service
2 History
HKACE ISO 9001 AIRCTop 10 Customer Service Excellence Award in Hong Kong
ISO9001 Quality Management byInternational Standard Organization
Maxway EducationAccredited byAIRC
China MarketDramatic market growth and huge demand for high-quality education
2015 US Open Doors Report
CHINA31%
INDIA
14%
CANADA3%
MEXICO2%
BRAZIL2%
SAUDIA ARABIA6%
SOUTH KOREA6%
TAIWAN2%VIETNAM
2%
JAPAN2%
31% of International Students come from China(304,040 Chinese students in 2014/15)
Source: 2015 US Open Doors Data by IEE
2006-15 Chinese Students Growth Graphic
China ends One Child Policy andallows two in Oct. 2015
Source: 2015 US Open Doors Data by IEE
2010-15 Chinese Students for UG/PG
UG Students
PG Students
Source: 2015 US Open Doors Data by IEE
Oversea Study Destination
27%U.S. is the First Choice for Chinese Students
Source: 2015 China Students Study Abroad Preference Survey
Students Application Percentage
32%Apply for Senior HS Schools
23%+10%Apply for College Bachelor Degree
Source: 2015 China Students Study Abroad Preference Survey
The Role of Agency
85%Would like toapply for schoolsvia Agency
Source: 2015 China Students Study Abroad Preference Survey
Internet MarketingSocial Media-Wechat acts as the most popular and efficient channel for Market Expansion in China
Internet Penetration
Mobile Netizen
Wechat User
668 Million Netizen
594 Million
549 Million
260M Netizens
Reach over 260M Target Audiences
Premium ResourcesTargeted Coverage
40岁以上
13%24岁以下
11%
24-40岁
76%
女
33%
男
68%
Complete Ecosystem
Premium ResourcesTargeted Coverage
Social
NewsFemale
Ad Formats
Premium ResourcesTargeted Coverage
Native Ad UnitTencent, and other Apps
Ad Formats
Premium ResourcesTargeted Coverage
Wechat Data
62.7%ConnectionHave over 50 wechat friends
55.2%FrequencyOpen wechat app more than 10 times daily
73.4%BroadcastingFollowup wechat company accounts
86.2%Young GroupAre under the age of 36
Wechat Impact on Education News
30.61%via Social Media-Wechat
28.18%Via Education Webpage
26.36%Via Seminars/Expos
25.15%Via Agency
Maxway Wechat Platform
Maxway Wechat Platform
Account Name
Account Briefing
Hotline
ArchivesCustomer Service
Account Profile
Wechat Post
Menu
Keyboard
Account Profile Interface
Maxway Wechat Function
Platform
$
Broadcast
CustomerService
Events
1-1.Broadcasting-School Promotion
1-2.Broadcasting-School Website Directing
1-3.Broadcasting-School Profile Download
2.Customer Service
3.Events Promotion & Registration
Wechat Data Analysis and Collection
Maxway Wechat Platform
Sample Text.
Information Broadcasting
WebsitesService
MaterialsDownload
CustomerService
EventsOrganization
Follow-upService
Assist Schools Reach Millions of Students & Parents
Contact Us
留学咨询网 Study Abroad
Tel :400-6262990(Mainland China)852-2110 3342(Hong Kong)
Web:www.MyFindSchools.netMail :[email protected]
51留学网(liuxue_51)
Ophelia LeeMAXWAY Education
THANK YOU