27.4.2012 Be Inspired - Finpro Service industry client event materials. Jari Seilonen, Finpro.

1. Growing Asia
Leading region to reshape global
economy
Be inspired – client event 26.4.2012
Jari Seilonen
Head of Trade Center
Guangzhou and Hongkong

2. Aasian markkinoiden koko 2009
1600 SOUTH
KOREA
CHINA
1400 JAPAN
China
1200 TAIWAN
India
1000
Population millions
VIETNAM
THAILAND PHILIPPINES
800
600
MALAYSIA
SINGAPORE
400
Indonesia
Japan
200 South Korea
Philippines Australia INDONESIA
Thailand Malaysia Hong Kong
0 Vietnam Taiwan Singapore
-10000 0 10000 20000 30000 40000 50000 60000
-200
AUSTRALIA
-400
29/04/2012 © Finpro 2

3. Maailmantalouden kasvun jakautuminen 2011e
BKT:n kasvu 2011, %
11
10 Kiina
9
Muu itäinen Eurooppa
Intia
Lähi-itä ja Afrikka
8
7
Meksiko
6 Muu
Brasilia
Venäjä
Aasia
5 Kasvu keskimäärin: +4,4 %
4
3 Pohjois-Amerikka
Länsi-Eurooppa
2 Japani
1
0
0 10 20 30 40 50 60 70 80 90 100
Pylvään leveys kuvaa osuutta (ostovoimapariteetilla korjatusta) maailman bkt:stä vuonna 2010, %
29/04/2012 © Finpro 3

4. Education
• A very strong signal in every Asian countries
• Finland HAS the reputation
• HOTSPOT - China
29/04/2012 © Finpro 4

5. MAIN DRIVERS FOR EDUCATION REFORM
Economic Political Demographic
GPD Growth Harmonious society Working population still
increasing
Growth of middle class – Equal opportunities Low percentage of high
one child policy education graduates
Restructuring of economy Rural unemployment rate
Lifelong learning, Education resources will be more channelled to
disadvantageous groups and rural areas, improve overall quality,
systemic reform etc.
Source: MoE
4/29/2012

6. OPETTAJAKOULUTUS
Challenge Policies / solutions
Quality High level commitment - Ministry of Education will
establish normal education department” to “teacher’s
training and working department”
= more financial resources for training
subjective knowledge, teaching skills and
concept, problem based learning
Master degree for all high school teachers (Shanghai)
Re-registration every 5 years
Effective skill assessment system
School management (principals)
Equality Teacher training budget for rural areas rapidly increasing
Accessibility to Lots of content available, a sharing tool needed, more IT-
existing data based training
MoE&SNU
4/29/2012 FinNode Future of Learning

7. AMMATILLINEN KOULUTUS
Challenge Policies / solutions
Industry needs Integration of work and study, close cooperation with
not met industries
“Industrial associations and enterprises shall
be encouraged to run vocational schools or entrust these
schools to train their workers”
World bank study on what industry needs there are
Senior technician education, concentrate more on applied
sciences
Quality Better quality assessment system
Demand high on More resources targeted those areas
rural areas
FinNode Future of Learning, Chen
4/29/2012
Yin, Helen, Finpro Shanghai

8. ELINIKÄINEN OPPIMINEN
Level
K-12 Cultural, sports, english language
Blue-collar Private schools, e.g. car repair, basic computer skills,
etc.
White-collar 10 years ago academic degree ensured job offer, now
degree + other certificates (ICT skills, TOEFL,
management etc.)
Adult “Multiple mechanisms for continuous training beyond
formal education system, the potential for continuous
education (re-education bytraining for adults) is very
big” (MoE)
Develop non-degree further education,
expanding diploma-granting further education,
Cultivate a reading habit
4/29/2012 FinNode Future of Learning

9. 11th Five-Year Plan target and achievement until
2010
Index 2005 2010 E 2010 real Completion
Economic GDP (Trillion RMB) 18.2 26.1 39.8 Over-achieved
growth Per capita GDP (RMB) 14185 19270 29748 Over-achieved
Service added value proportion (%) 40.3 43.3 43 Unmet
Economic
R&D expenditure (% of GDP) 1.3 2 1.75 Unmet
Structure
Urbanization rate(%) 43 47 47.5 Over-achieved
The country's total population (10,000) 130756 136000 134100 Over-achieved
Reduction rate of energy consumption per unit of GDP (%) 20 19.1 Unmet
Reduction rate of water consumption per unit of industrial added
Populatio value (%) 30 36.7 Over-achieved
n Effective utilization rate of agricultural irrigation water 0.45 0.5 0.5 Achieved
&Resourc The comprehensive utilization rate of industrial solid waste(%) 55.8 60 69 Over-achieved
e The total amount of cultivated land(10 billion hectares) 1.22 1.2 1.212 Over-achieved
&Environ
ment Emission reduction rate sulfur
dioxide
of selected pollutants (%) chemical oxygen 10 14.29 Over-achieved
demand 10 12.45 Over-achieved
Forest coverage rate (%) 18.2 20 20.36 Over-achieved
National average education (year) 8.5 9 9 Achieved
The number of urban basic endowment insurance coverage(10 billion
people) 1.74 2.23 2.57 Over-achieved
Public The new rural cooperative medical insurance coverage rate (%) 23.5 >80 96.3 Over-achieved
service
Rural new employment in 5 years (10,000 people) 4500 5771 Over-achieved
&People's
life Transfer of agricultural labor force in 5 years (10,000 people) 4500 4500 Achieved
Registered urban unemployment rate(%) 4.2 5 4.1 Over-achieved
Disposable income of urban residents per capita (RMB) 10493 13390 19109 Over-achieved
Disposable income of rural residents per capita (RMB) 3255 4150 5919 Over-achieved
9
Source: China Statistic Year Book; Analyst report; Roland Berger

10. Outbound tourism – hot spots
• Kiinan rikkaat provinssit
• Bohai rim
• Yangtse joen suisto
• Helmijoen suisto
• Vauraat Japani ja Korea
Tokyo
Seoul
JAPAN
SOUTH
KOREA
29/04/2012 © Finpro 10

11. China’s Outbound Tourism
International Tourism
• In the 1980’s China started lifting Expenditure of Residents
brarriers for outbound travel to Hong and International Departures
Kong, Macao and Thailand for the
85
purpose of visiting relatives
• Self-paid international tourism was
not allowed until 1990 75
• Today Europe is the second biggest
destination for international 65
travel, behind Asia-Pasific
• Europe receives four times more
55
visitors than the rest of the regions
like Americas, Middle-East and Africa
combined 45
• Today France is the most popular
destination for Chinese visitors in
35
Europe, although numbers are in
steady decline > interest to new
• Chinese visits to Europe´: 25
2007 2008 2009 2010 2011 2012f 2013f 2014f 2015f
– 4,3 million in 2010
– annual rise of 10% expected Departures (million) Expenditure (billion USD)
– 2011: 42 million / 55 billion USD
Source: BMI China tourism report Q3/2011

12. Chinese Tourism in Finland
• In 2010 Finland received 73 000 Chinese visitors, who spent
36 million euros (490 per person) .
• 42 percent was travelling for business and 43 percent as
tourists.
• The average stay was six days and every third trip was a
package deal.
At least
15 nights
12% No overnight Time spent in Finland by Chinese
stay
24% travellers
4-14 nights
19% Most Chinese travellers stay in Finland for 1-3
nights while 24 are on a day-trip.
1-3 nights
45%
Source: MEK travel statistics and studies 2010

13. There are opportunities!
• Winter travel is a good product to Chinese
• June-August escapes from hot big cities
• Chinese holidays longer
– Chinese New Year mid Jan-Feb, July-August, National Day holiday in early
October
• Good Finland know how already among selected travel agengies in
Beijing, Shanghai,
– This network could be further utilised and enlarged
• Chinese travellers needs are changing
– More travel experience, well educated
– From many countries to e.g. C-Trip: ”10days = 2 countries”
• Strong trend:
– Chinese individual travelling is growing
to the side of traditional group tours

14. Other opportunities
SOUTH
KOREA
CHINA
Creative industries, Animation
JAPAN
Architecture, engineering
TAIWAN
services, industrial design
Fashion, design products
VIETNAM
THAILAND PHILIPPINES
BPO
Outsourcing opportunities for retailers
MALAYSIA
SINGAPORE
INDONESIA
”Everything is
possible, nothing is
AUSTRALIA
easy!”
29/04/2012 © Finpro 14

15. Finpro’s Global Network
29/04/2012 © Finpro 15

16. www.finpro.fi
29/04/2012 © Finpro 16