AIRC 2015 Chinese Mobile Marketing

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.

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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

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My story…Yunxiang Li

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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)

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Valuable Secondary Cities

Less competition from highly ranked institutions

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Educationally Powerful Provinces

Similar to high performing US school districts

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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

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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

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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

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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.

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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.

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Chinese Cultural Tips

Avoid using American sports, green hats and white decorations in your promotions.

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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

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Social Media in China

From Chairman Media

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WeChatLike a combination of Instant Messenger, Facebook and Instagram

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WeChat Promotions ‐ UWM

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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

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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


2010-15 Chinese Students for UG/PG

UG Students

PG Students


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


The Role of Agency

85%Would like toapply for schoolsvia Agency


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


Social

NewsFemale

Ad Formats


Native Ad UnitTencent, and other Apps

Ad Formats


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


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


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