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Education Marketing To Chinese International Students

Education marketing to chinese international students

China is the world’s largest source of international students.

According to data from the Ministry of Education of China, the number of Chinese students studying abroad continues to grow, and the number has increased from 200,000 in 2008 to more than 600,000 in 2018, a three-fold increase in ten years. The Chinese international student market is enormous, so it is vital to do an excellent job in Chinese Internet marketing.

We have conducted a thorough study of the Chinese international student group. Through data analysis and comparison, we have sorted out the characteristics and changes of the current Chinese study population and family, the mentality of studying abroad, study abroad planning and preparation, and analysed the reasons behind it. Now, I will show it to you.

More undergraduates tend to continue their studies, or to ease employment pressure

The number of Chinese international student is still mainly concentrated in undergraduate and above, accounting for about 94% of the total. However, compared with previous years, the number of people planning to go abroad for master’s degree has increased from 57% in 2016 to 68% this year, and the proportion has continued to rise. People who are interested in studying abroad may wish to cushion employment pressure by attending higher education. Compared with the survey results of the students who want study abroad and the students who have already studied abroad, the proportion of students who plan to read masters is higher than that of the actual masters and above. This may be due to competitive pressures, To enhance personal competitiveness, more people intending to study will tend to have higher education. on the other hand, it is also possible that some people who have the intention to study abroad will eventually give up studying abroad due to application failure or other reasons.

The United States still ranks first, and the gap between countries is shortened

In terms of the country of study abroad, the United States is still the most popular country for Chinese students. Nearly half of the students tend to choose the United States, but the proportion is decreasing. The United Kingdom, Australia and the United States have stepped up and the overall national distribution pattern has been stable. It is worth noting that the proportion of European Asian countries and regions such as Germany, France, Hong Kong, Japan, Singapore, etc. has increased. Many countries and regions in Europe and Asia have high-quality teaching standards and relatively low cost of studying abroad, attracting many ordinary families or students who like the culture of the region.

The motivation to study abroad is more practical and utilitarian

Compared with last year, the people who are interested in studying abroad pay more attention to the drive of internal self-improvement, which is mainly reflected in the desire to expand their international horizons and enrich their life experiences through studying abroad. At the same time, the utilitarian factors of studying abroad have shown a downward trend, and it also shows that studying abroad is more rational.

In addition, in the choice of school and professional considerations, although emotional factors such as interest and appropriateness are still the main concerns, their attention to teacher strength, career advancement, admission rate, and difficulty level of the course is increasing, which reflects the study abroad. Intentional groups tend to be more rational and practical when making study decisions.

Study abroad preparing to more earlier, but still have misunderstanding

In the preparation for studying abroad, the people who are interested in studying abroad are also more active. Most of them think that they need to advance more than one year to prepaer study abroad. Only 17% of the people think that they can be prepared half a year in advance, and the proportion is decreasing year after year.

More than 70% of the population will choose to apply for study abroad through the study abroad counseling agency; 60% of the population will choose language test training and study abroad consulting institutions, and nearly 80% of them are more inclined to choose one-stop service. The one-stop study abroad service is more popular with parents because of its convenience and peace of mind, and the demand trend is relatively stable in recent years.

However, compared with the application for studying abroad, many students mistakenly believe that the preparation period for the study abroad exam is slightly longer. 41% of the students think that they need to prepare for the study abroad exam two years or more earlier, and the proportion of applications for studying abroad is 31%. In fact, if you want to improve your overall background before applying, you will probably need to spend more time than the exam preparation.

After studying abroad, the goal is clearer. Returning to the chinese is the first choice

In the survey on the post-graduation plan, 46% of the students who intend to study abroad clearly indicated that there is no immigration plan, which is increasing year by year; 38% of the population said that they are still uncertain, showing a downward trend year by year. In addition, although more students tend to work abroad for a while before returning to China, the proportion of the overall plan to return to the country is also increasing year by year. On the one hand, the strengthening of the chinese strength and the rapid domestic economic development make more students willing returning to the country, on the other hand, it also shows that students have more planning before they study abroad.

Chinese students studying abroad family are more “democracy”

With the 70-year-old parents joining the group of students studying abroad, the changes in the Chinese study abroad family in the past four years have also been marked by the development of the times. By comparing the four-year data, more and more families tend to make study decisions through the mutual consultation of parents and children. In comparison, parents are more and more respectful of their children’s wishes. After all, studying abroad as an important educational goal for the whole family is still the most suitable for children.

However, these increasingly democratic parents are increasingly coming from ordinary families. Compared with the background of parents who have been interested in studying abroad in previous years, the proportion of “general employees” has increased year by year. This aspect is a manifestation of the improvement of comprehensive national strength, but it also reflects the importance that parents now attach to children’s education issues, and is willing to pay more to help children broaden their horizons and enrich their educational resources. In addition, we also found that more families began to study abroad from the primary school stage of their children, which also confirmed the current Chinese parents’ emphasis on children’s education.

The students who intent to study abroad have more experienced

The group of students who are interested in studying abroad has also undergone subtle changes during these four years. The proportion of people attending international schools has increased from 2% in 2015 to 8% this year, which is in line with the current international schooling fever.

Among the current intents for undergraduate students and above, 56% of the group came from domestic colleges and universities, and this proportion increased by 10% in four years. In this part of the institutions that are interested in studying, the proportion of students from “Double” and “Double-class” universities has increased significantly in 2017-2018 compared with 2015-2016, and the study abroad has become more and more popular.

In addition, nearly one-third of the students who intend to study abroad have experienced short-term foreign study experiences such as overseas summer and winter camps and study tours. More and more families are willing to let their children experience overseas education in advance, and to increase their knowledge and cultivate an international perspective, so as to make rational decision-making.

Parents’ prejudgments are different from those of students studying abroad

In the face of problems that may arise during the study abroad, parents and students have different concerns. Parents’ concerns are mainly on safety issues, children’s self-control ability and health. The main concerns of foreign students are language ability, cultural differences and diet not adapting to other aspects. It can be seen that the parents’ concerns are not the same as the students’ own feelings. Since studying abroad has become an important family decision, it is recommended that parents prepare and plan from the students’ feelings.

Marketing of Chinese international students

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