China is home to a massive private university counseling sector, with at least 20,000 firms advising students in the world’s largest study overseas market.The number of new Chinese agencies is growing, with 148% more agencies established in 2023 than 2021. These new entrants in the market will accelerate decentralization in the Chinese recruitment agency landscape. Agencies have been more resilient than other education firms, as newly established firms across the broader education sector decreased by 67%. A more fragmented agency space will raise the stakes for vetting trustworthy agencies. The Chinese agency business model is evolving as agencies respond to new regulation and global technological disruptions such as the “direct admissions” trend, the impact of AI on admissions, and the shifting role of application submission platforms.
Sunrise International hosted a webinar on Digital Marketing Insights in China, led by Shan Liu, Director of Digital Media, on July 25th, 2023. The session covered key updates on China's educational landscape, including improved travel within China, leading to increased interest in meeting international admission representatives. Due to rising unemployment in China, more students are considering studying abroad for graduate or MBA programs. Understanding the distinctions among popular Chinese social media platforms (WeChat, Weibo, Douyin, and Bilibili) is essential for successful marketing campaigns and engaging with prospective students, Chinese alumni, and parents.
Sunrise Tours embarked on an exceptional recruitment tour across China in April, providing international recruiters with valuable insights into the latest developments in the country's education landscape. Visiting 6 captivating cities and 22 international schools over two weeks, the tour facilitated meaningful connections with prospective students and equipped recruiters with up-to-date knowledge of emerging admissions trends.
As of March 15, 2023, China will automatically reinstate any multi-year visas issued before March 2020 that have not yet expired. At the same time, China will once again begin issuing tourist visas, following prior resumptions of visa issuance for business, study, and conference travel and the end of quarantines for international arrivals. The move is significant for schools and institutions, because many overseas-based recruiters in the US and Canada held 10 year business (M) or conference (F) class visas prior to the pandemic. With the March 14 announcement that these visas will be reinstated, recruiters will no longer need to apply for a new visa for China, as long as the visa has not yet expired. Those holding expired visas may apply for a new visa as normal.
On January 12th 2023, Sunrise International hosted a webinar on what China’s reopening means for overseas education institutions. Led by COO of Sunrise David Weeks, the virtual event explored the country’s extreme pivot from zero covid, and what reopening implies for overseas education
In early December, Chinese authorities announced sweeping measures to relax the country’s strict COVID restrictions, allowing home quarantine and largely scrapping the health QR code that has been mandatory for domestic travel. Recruitment tours are now more realistic with expectations rising for a full reopening of the country, including its international borders. In this article, we discussed some questions many international recruiters cares about when reconsider resuming recruiting events in China.
China recently announced a set of measures relaxing its quarantine requirements for international arrivals and simplifying the process (for some) of obtaining a visa for travel to China. These updates both open the door back up to the possibility of recruitment travel and make study abroad a more realistic option for Chinese students who have put their plans on hold since the onset of the pandemic. We also discuss the resilience of the US as a preferred study destination among Chinese students, and how unemployment may continue to drive interest in study abroad.
This White Paper is an annual review of trends in the Chinese education landscape in the past year and predictions for the future, by Sunrise International Education. Sunrise International supports overseas education institutions and companies in engaging the Chinese market, and our team of researchers, event managers, and educators is pleased to share our analysis of the most memorable year in our industry and identify trends that we expect to shape international education in China for years to come.
Often described as China’s answer to YouTube, Bilibili has become one of the most popular video platforms in China, particularly among Gen Z users. Throughout the course of the pandemic, Chinese students turned to the platform due to its increased focus on education-based content. Institutions seeking to diversify their digital marketing approach in China may want to consider choosing Bilibili to connect with its significant base of prospective students.
