You ain't seen nothing yet... the education boom in China

<Ricky Niu
Client Relations Manager, Australia

I think we all know that the International education industry is no stranger to the Chinese market. In fact many overseas institutions view China as the primary international market in their global strategy. However, with the closure of many private schools in Australia and domestic tertiary education in China strengthening in recent years, the key question is whether or not this International education boom is sustainable.

Such changes are giving rise to the concern that there may be shifts in the marketing strategies for institutions. I don’t think this will be the case. I strongly believe that the industry will not only continue to grow but will thrive in coming years and that it’s imperative that institutions continue to be confident in the China market and embrace this strengthening industry. I want to discuss my reasoning with you – using three core ideas:

First and foremost, education is ingrained in Chinese culture and tradition. It is seen as an invaluable component for a good future. Chinese see education as the pathway to improving their social status and income level. An international education is seen as the superior pathway to achieving this. This is why Chinese parents are highly motivated to send their children abroad to study. The quality of education, exposure to international markets and cultures and the domestic recognition of international degrees are the very reasons why international education will continue to be a high demand industry in China.

Secondly, the rapid development of international education in China truly reflects the unprecedented internationalisation occurring in the country. China is hungry for talent who have an international background provided by studying and working in foreign countries. As the economic and language barriers between China and the world dissolve, the demand for such international talent will continue to grow. Thus I am confident the demand for international education will continue to keep pace with such broader trends.

Third and finally, we only have to look to the likes of Hong Kong and Taiwan and their level of international education to see that Mainland China will also reflect such a trend. Overseas study at various stages of education is commonplace in Hong Kong and Taiwan and going abroad for study is often seen as part and parcel of a well-rounded education. Mainland China will continue to reflect the Greater China trend and the capacity for continued growth and demand should give us all confidence of the industry in coming years.

Overall, I think such cultural tradition; business demands and social development trends will continue to propel the popularity of international education in china. So I encourage those institutions out there that may be questioning the longevity of the industry’s boom to remain confident and to continue to invest in a long-term marketing strategy in China.