Market overview

China is an increasingly competitive market for student recruitment and partnership development. China is the world’s largest source of international students, but the rate of growth in outbound students is slowing, as more students are taking advantage of options to gain a foreign qualification in China. 

Concerns among graduates around rising unemployment have led the government to investigate which subjects have the highest unemployment rates after graduation. A list of 15 subjects including marketing, tourism management and animation, has been developed, and Chinese universities have been encouraged to scale down offerings in these areas.

China is fast becoming an education destination in its own right, aiming to attract 500,000 international students by 2020 and is well on the way to achieving that goal.

As its education system develops, China is seeking greater reciprocity and more in-country provision in its foreign partnerships. Providers have a window of opportunity to develop relationships with local institutions to deliver New Zealand qualifications in-market.

It is important to note that China is very much an agent-driven market.

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