Chinese society is highly competitive, and education is seen as the key to social success. The single-child policy, which ended in 2015, has meant that investment in the education of their single-child, along with a home purchase, were the two most important investments families would make. Add onto this the growth of the Chinese middle class over the past decade, and you have increasing numbers of Chinese who are going overseas for study.
For many colleges and universities, China is already the largest single source of students. According to the Chinese Ministry of Education, in 2016, more than 544,500 studied abroad. This was more than triple the number of 179,800 in 2008. With the lifting of the single-child policy, more affluent Chinese families are expected to send their second child overseas for study as well.
Estimates are that 80,000 – 100,000 Chinese students will be attending primary and secondary education abroad, 400,000 – 500,000 will be attending colleges and universities, 100,000 – 200,000 will be in post-graduate institutions, and 50,000 – 100,000 will be attending vocational schools. According to McKinsey’s Urban World report, Chinese consumers are expected to drive 12.5% of global spending on education for the under-30 age group by 2030.
Chinese students have become so important that many western educational institutions have set up campuses in China.
The engagement process for overseas education decisions are complex, and there are many players involved in a complicated business ecosystem. The decision process is complex because it not only involves the candidate, but the parents, and even grandparents, many of whom do not know any language besides Chinese.
This is why it is so important for educational institutions to present their best side to Chinese prospects in their language, and in a convenient format so that they can make informed education decisions.
This is where ChinaBridge Digital Marketing can help you in the education field.
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