In today’s globalised education system, Chinese students are a key part of Western higher education.

Reputation, cultural experiences and international career prospects at quality universities attract ambitious Chinese families, and smart institutions market carefully to this distinct group, in order to meet their specific needs.

Today, colleges and universities across the world are keen to encourage Chinese students through their doors, so Western institutions must move past passive and broad-brush recruitment strategies and become more targeted, informed and nuanced in their approach.

In this blog, we’ll look at the strategies you can use to attract Chinese students (and their parents) to your institution and ensure they’re primed for success once they arrive.

Context: Understanding the Chinese Education Landscape

In China, the education system is highly competitive and geared towards exam performance, particularly national university entrance exams. Only a small fraction of students get a place at a top Chinese university, so many broaden their options and horizons by looking overseas for alternatives. These students typically come from families that are heavily invested in the opportunities that higher education provides. They view overseas study as a path to international career opportunities and a status symbol.

This is important for Western universities to understand. When Chinese students search for overseas institutions, they are looking for exposure to international culture, access to employment opportunities, and prestige.

What’s more, when they search for overseas universities, their parents are usually heavily involved in the decision-making process, more so than in the West. This means education marketers must consider two audiences when targeting their messaging.

How to Market your Western College or University to Chinese Students

Follow these tips to maximise success using Chinese digital marketing techniques.

Invest in Chinese Social Media

Google, Twitter, Facebook, Instagram and YouTube are banned in mainland China, so focus on the platforms that Chinese students use, including:

• WeChat, for articles, messaging, private groups, mini program apps and customer service
• Weibo, similar to Twitter
• Little Red Book – great for education and lifestyle content
• Douyin (TikTok) for video sharing

Pick your target Chinese social media channels and use them to share culturally sensitive, locally relevant content for your audience of students and parents. This could include:

• Interviews with existing students in Mandarin
• Virtual campus tours
• Q and A sessions with academic staff

Remember to prioritise mobile-optimised content as most Chinese people access the internet via their smartphones.

Localise Your Content

The days when Western brands could simply dub an English-language promotional video are long gone! It’s essential to localise your content to be culturally relevant, nuanced and sensitive to local customs.

Think about what matters to Chinese students and their parents. Prioritise your institution’s academic record, employment outcomes, and the safety, support, and inclusivity you offer to Chinese students.

Chinese families considering overseas study value information about safety, language support, managed accommodation, cultural experiences, and pastoral support teams, as well as educational and employment outcomes.

Optimise Your Chinese Language Website

Ensure your Chinese-language website is locally hosted and optimised for Chinese UX. Check that the localisation is accurate, targeted, and of high quality. Integrate your Chinese social media accounts and ensure the site is mobile-friendly.

It’s helpful to think of your website as just part of your Chinese digital ecosystem, as Chinese customers are used to smoothly navigating between different platforms without friction.

For signups, offer the chance to register (for events, newsletters, prospectus downloads, etc) with a mobile phone number, as well as an email address, and don’t be afraid to use QR codes. For design, remember that Chinese customers appreciate a ‘busier’ design than Western customers.

Collaborate with KOLs

Collaborations with carefully chosen KOLs can benefit your Chinese digital marketing strategy. KOLs with the right audience can promote your educational institution in a way that they know will resonate with their followers.

Chinese KOLs are the true experts in their field, and respectful collaborations between influencers and Western brands can be extremely valuable.

Get Your Messaging Focus Right

Chinese students and their parents want to know about post-graduate opportunities, career outcomes, and the experience offered by the institutions (including student safety).

With this in mind, create Mandarin-language content that promotes:

• Your institution’s employment rates for graduates
• Its links with high-profile employers
• The support you offer for international students
• Success stories told by Chinese graduates
• Information about visas for graduates
• The safety and support provided for undergraduates
• Language support and tuition
• Cultural experiences.

It is also beneficial to explain the value for money that your college or university offers. Even affluent Chinese parents value cost clarity and value for money. So explain the costs of accommodation, tuition fees, living expenses, and provide information about available support.

Produce a guide in Mandarin with these details to align with your prospectus. Include information about grants, loans, and part-time work, and focus on the ROI of a university qualification.

Keep Your Application Process Smooth

Make it easy for Chinese students to apply to your college or university by:

• Offering Mandarin-speaking support staff and WeChat as a channel for Q&As, news, and customer service
• Providing detailed application guides in Mandarin, native-language chatbots, and human staff
• Being fast and responsive, as Chinese parents expect quick service. Quick, efficient and personalised service will help set your institution apart.

Highlight Student Support Services

Moving overseas is a daunting step. Many Chinese students face language barriers, culture shock and homesickness. However, Western educational institutions can greatly assist and reassure students and parents. For example:

• Provide a comprehensive orientation for overseas students
• Offer Mandarin-speaking support staff and a peer mentor network
• Celebrate key Chinese festivals to create a sense of inclusion
• Flag up local hotspots for good Chinese food!
• Offer support with accommodation (ideally on-site or close to the site), healthcare registration and daily life.

If your campus is proactively inclusive and supportive, Chinese students will feel safe, valued, and happy and share their positive experiences with their networks at home.

Leverage alumni networks

Successful and satisfied Chinese graduates are potentially powerful advocates. Ask your Chinese alumni to share success stories in your marketing materials, speak at events or recruitment webinars, and mentor current students.

A strong and productive alumni network shows that your institution provides value for the long term, not just a paper degree. Professional networks are also greatly valued in Chinese business, so this aspect is worth strengthening to aid recruitment.

Focus on the Long-Term

In China, relationships are everything. Western universities that commit to long-term relationships rather than transactional experiences can build trust and attract more students.

With this goal in mind, consider the broader and long-term value that your college and university offer Chinese students. This could be a research exchange programme, opportunities for academic collaborations, industry partnerships, or links with Chinese universities.

This investment builds your brand, boosts word-of-mouth referrals, and builds sustainable recruitment figures.

Get Help from a Chinese Digital Marketing Agency

Education marketing in China is a specialist area, and a Chinese digital marketing agency like Market Me China can help you overcome hurdles and achieve success faster and with better budget management. Our native language-speaking digital marketing professionals understand the motivations and cultural expectations of Chinese students and their parents.

We help Western colleges and universities market themselves effectively with powerful Chinese digital marketing strategies. To learn more, please contact us today for a no-obligation chat about your needs.