vietnam market

Transcription

vietnam market

TRENDS IN VIETNAMESE MARKET
Presented by QUYNH NHU VU
Vice Director – Co-Founder of AIT Co., Ltd
Country information
 Population: 90 million (45% < 25 years old)
 Big cities:
 Ho Chi Minh City
 Ha Noi (capital)
 Hai Phong
 Can Tho
 Da Nang
 Vung Tau
 GDP per capita: US$ 1,910.5 (World Bank 2013)
 VNese community in Canada: 250,000
www.aitduhoc.com / www.studycanada.com.vn
Vietnam: a potential market
 “The smartest investment is in education”
 125,000 Vietnamese students studying abroad in
2013 (by MOET Vietnam), 15% increase over 2012
 90% outbound students self-financed
 Spending on overseas education = 1% GDP 2013
 Market size potential: minimum 400,000 over 10 years
 Vietnam is one of the fastest emerging new markets
and one of top four emerging markets for student
recruitment (Brazil, Saudi Arabia, Turkey, VN)
Top 10 destinations in 2013
(both secondary and post-secondary) – Source: MOET
Country of destination
Vietnamese student enrolments
Australia
26,015 (up 15.3% over 2012)
USA
19,591 (up 25.8% over 2012)
Japan
13,328
China
13,000
Singapore
10,000
France
6,700
Taiwan
6,000
UK
5,118
Russia
5,000
Germany
4,600
Market share among 4 countries
(Source: British Council – Education Market Intelligence EMI)
Canada;
10%
UK ; 13%
Australia ;
34%
USA; 43%
US: Top countries of origin, 2013
(Source: Institute of International Education)
Australia: top countries of origin, 2013
(Source: Australian Education International)
Nationality
Int’l student enrolments
China
150,116
India
49,265
Republic of Korea
27,580
Vietnam
26,015
Thailand
21,762
Malaysia
21,218
Brazil
17,554
Indonesia
17,131
Nepal
14,351
Pakistan
12,869
All nationalities
526,932
Canada: top countries of origin, 2013
(Source: Canadian Bureau for International Education )
Nationality
Int’l student enrolments
China
95,160
32.42%
India
31,665
10.79%
South Korea
18,295
6.23%
Saudi Arabia
14,235
4.85%
France
13,090
4.46%
United States
12,065
4.11%
Japan
6,780
2.31%
Nigeria
6,080
2.07%
Mexico
5,370
1.83%
Iran
4,335
1.48%
Vietnam
3,990
1.36%
STUDY PERMITS ISSUED BY COUNTRIES
COUNTRY
No of Vietnamese
students received
study permits in 2013
% increase from
previous year
Australia
10,532
29%
US
16,098
3,4 %
UK
3,339
2,5%
Canada
1,220
27%
AVERAGE COST OF STUDYING ABROAD
(Source: HSBC 2013)
Country
Annual fees
(USD)
Annual cost of
living (USD)
Annual total
(USD)
Australia
25,375
13,140
38,516
US
25,226
10,479
35,705
UK
19,291
11,034
30,325
Canada
18,474
7,537
26,011
www.aitduhoc.com / www.duhoccanadachyennghiep.com
PERCEPTION OF CANADA
POSITIVE
 Strong education system
 Peaceful, safe and good
environment
 Part time, full time work and
immigration opportunity
 Tolerant society
 Cost advantage
NEGATIVE
 Too far, too cold
 Very few scholarships
 Somewhat “difficult” visa policy
and slow processing time
 High entry requirements to
universities
 Difficult to contact Canadian
institutions
www.aitduhoc.com / www.studycanada.com
MARKET TREND
 Word of mouth and agent-driven market (80% of students use agents)
 Lower revenues for agents -> fewer agencies committed to Canadian
market: 30 agencies in Hanoi and 40 agencies in Hochiminh City
 Increased awareness and interest in Canada
 Students dream of the USA as a destination of study
 Students prefer big cities and where their relatives, friends live
 “Scholarship marketing” approach strongly engaged by competitors
and proved effective
 Alumni networks effectively engaged by competitors
 Digital marketing is an effective marketing channel to students (social
media, e-newspaper, internet)
Reasons to study abroad
 Education is one of the top investment priorities of parents
 Limits in quality/capacity of secondary and postsecondary education
 Mismatch between local graduates’ skills and employers’
requirements (English and IT)
 Two years of mandatory military period when sons turn 18
years old
 12th grade considered as waste of time for those planning
to abroad
Subject interests of Vietnamese students
Source: Exhibition visitors’ survey – Education UK Exhibition October 2014
25%
20%
15%
10%
5%
0%
Canada: 4,000 Vietnamese students
(both secondary and post-secondary) – Source: Canadian Embassy – 2013
5%
K12
33%
Trade
University
42%
Other PSE
Other
18%
2%
HOW TO BEST WORK WITH AGENCIES
Presented by QUYNH NHU VU
Vice Director of AIT, Co., Ltd
LEGAL FRAMEWORK
 Decision No 05, stipulating on study abroad of
Vietnamese citizens, dd.15 Jan 2013 by the
Prime Minister
 Official recognition of consultancy services on
study abroad
 Agencies must obtain “License on consultancy
services on study abroad”
 5 years of office leasing contract
 Deposit 500 million dong (25,000$) for 1 office
 Director meets certain qualifications
Registered agents in Hanoi
247 agencies in Hanoi
140 agencies receive “License on consultancy
services on study abroad” under Decision 05
Different ways of marketing
•
Annual education fairs
•
Recruitment workshops
•
High school visits
•
Agent training
•
Frequent advertisements
•
Promotions/ scholarships
•
Use of social media
RECOMMENDATIONS
 Be patient and have a long-term strategy
 Establish your image in Vietnam
 Visit the market often
 “Selling points” appealing to Vietnamese market
 Improve admission process
 Offer scholarships/ promotion
 Either have a local representative or work with selected trustworthy agents or both
 Make use of Vietnamese students and parents’ network
STEPS TO WORK WITH AGENCIES
 Prepare Vietnamese language promotional materials/web content
 Prepare the marketing/promotion budgets
 Contact the Trade Commissioner in Vietnam for a list of agencies
 Visit agencies to have detailed information:
 License under Decision 05
 Work with Canadian market
 Be familiarized with visa application process (3 months)
 Number of students recruited for Canada per year
 Have good knowledge on education system and selling points
 Commitments on Canada market
 Check reference with other Canadian institutions
 Decide on your strategy in Vietnam
PRACTICE 1:
for big colleges in big cities
Strategy:
- Work with as many agencies as possible
- Have a local representative in Vietnam
- Conduct a lot of
marketing/promotion/information events
+
+ Building image quickly
- Huge budget for
marketing, promotion
and human resource
- High rate of visa refusal
Centennical College
Milestones
 2009: started to be present in Vietnam
 2012: applications increased dramatically
 2014: 165 applications, 70 registered
 Current number of students: 130
Investment
 1 rep office in Hanoi with 2 staff
 1 Vietnamese staff and 1 student to support
Vietnamese students at College
 Marketing and event costs
Centennical College
What have Centennial done?
 Work closely with agents: sign agent agreements
with 90 agencies, but 20 actively send students
 Build trust to parents and students by showing
them the students' real life pictures in Canada
 Keep contact and be closer to current students
and alumni to get students via word of mouth
Centennical College
Difficulties?
 How to pick up really good agencies for Canada?
 More and more competitive among Canadian
institutions (commissions/ scholarships)
 Visa difficulties slow down the market
 Difficult to change stereotype of parents and
students about Colleges since they prefer Degree
and above certifications.
PRACTICE 2:
for smaller colleges in smaller cities
Strategy:
- Work with selected agencies with high commitments
- Build marketing activities in line with its selling points
- Build images in groups of institutions/region
(involvement of universities is important)
+
+ Building image slowly and
steadily
+ Not high financial resource
required
+ Lower rate of visa refusal
- Take time to find an
appropriate local partner
- Be patient and have a
long-term commitment
- Coordination efforts
VICTORIA EDUCATION DAY
THANK YOU
QUYNH NHU VU
Vice Director – Representative in Canada
vu.nhu.quynh@aitduhoc.com
514 655 6439
Vietnam office:
AIT International Education Services
22 Pham Huy Thong, Ba Dinh, Ha Noi
www.aitduhoc.com
www.studycanada.com.vn
www.duhoccanadachuyennghiep.com

vietnam market

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