Cracking the Education in China with Douyin & RED
Cracking the Code: How Education Firms Can Win Over Chinese Parents Using Douyin and Xiaohongshu
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If you’re in the education game and not leveraging China’s digital giants—Douyin and Xiaohongshu—you’re leaving serious money on the table.
Let’s break down why these platforms are your golden ticket to capturing the attention of Chinese parents and how you can dominate this booming market.
The Digital Playground: Douyin and Xiaohongshu
Douyin (China’s TikTok) isn’t just for dance challenges; it’s a content powerhouse with over 700 million active users. Parents are scrolling through educational content, looking for the next big thing to give their kids an edge.
Xiaohongshu (Little Red Book) started as a shopping guide but has morphed into a lifestyle hub. With a user base exceeding 200 million, it’s where parents share and seek advice on everything from baby products to educational programs.
The Education Fever in China
“Chinese parents are obsessed with their children’s education” explained Claire VEROT GMA
. It’s not just about good grades; it’s about securing a prosperous future. The numbers don’t lie:
- Market Size: The early childhood education market in China was valued at approximately 63.2 billion yuan in 2020, with projections indicating continued growth.
- Parental Investment: A significant portion of household income is funneled into education, covering tuition, extracurricular activities, and educational materials.
- Government Policies: Initiatives like the three-child policy are expected to increase demand for educational resources, presenting a ripe opportunity for education firms.
How Education Firms Can Win the Chinese Market
- Create Engaging Content on Douyin
- Short, Informative Videos: Produce bite-sized content that offers value—think quick math tricks or language tips.
- Live Streaming Classes : Host live sessions to showcase teaching methods and interact with potential customers in real-time.
- Build Trust on Xiaohongshu
- Parent Testimonials: yes Encourage satisfied parents to share their experiences, creating authentic word-of-mouth marketing.
- Expert Articles : Publish content that addresses common educational concerns, positioning your brand as a thought leader.
- Leverage Influencers
- Collaborate with Parent Bloggers: you can Partner with influential figures who can endorse your programs to their followers. 😉
- Educational KOLs: Engage with Key Opinion Leaders in the education sector to lend credibility to your offerings.
- Offer Value-Added Services , always in China
- Free Workshops: Provide complimentary sessions to showcase your teaching style and curriculum.
- Personalized Learning Plans: Tailor programs to meet individual student needs, appealing to parents seeking customized education.
- Utilize Data to not do blind Marketing
- Targeted Advertising: Use platform analytics to reach specific demographics, ensuring your content hits the right audience.
- Feedback Loops: Monitor engagement metrics to refine your content strategy continually.
ALWAYS OPTIMISE
CHINESE EDUCATION IS ONLINE, INNOVATIVE
READY TO GO ?
If you’re not tapping into Douyin and Xiaohongshu, you’re missing out on a massive opportunity. Chinese parents are actively seeking educational solutions, and these platforms are where they’re spending their time. Get in the game, create compelling content, and watch your influence—and enrollment numbers—skyrocket.
Remember, it’s not just about being present; it’s about being engaging, authentic, and valuable. The future of education marketing in China is digital, and the time to act is now.
LAST STUFF FOR YOU
5 Critical Mistakes Education Companies Make in China
Bonus How to Avoid Them 😉
The Chinese education market is booming, but not every company is thriving. Many fall short because they fail to understand what Chinese parents truly value. Here are 5 mistakes education companies often make in China—and why these missteps could be costing them big.
1. No Investment in Advertising
Mistake: Skipping advertising altogether, assuming word-of-mouth will do the work.
Why it’s a problem:
Chinese parents are proactive and competitive when it comes to their child’s education. If they don’t see your brand online or in prominent ads, they assume you’re not credible. Platforms like Douyin, WeChat, and Xiaohongshu thrive on paid promotions, and if you’re not there, your competitors are taking your spot.
Fix it:
Allocate a dedicated budget for targeted advertising. Use data to create ads that highlight the unique benefits of your services and resonate with your target audience.
2. No Promotions or Incentives
Mistake: Relying solely on your standard offerings without promotions or discounts.
Why it’s a problem:
In a highly competitive market, Chinese parents expect value-added perks—whether it’s free trial classes, early-bird discounts, or package deals. A lack of promotions can make your company seem rigid and out of touch with consumer expectations.
Fix it:
Offer limited-time discounts, trial lessons, or even loyalty programs to attract new clients and retain existing ones. Promote these offers aggressively on platforms like Douyin and Xiaohongshu.
3. Passive Marketing Strategy
Mistake: Taking a “wait-and-see” approach instead of actively engaging with your audience.
Why it’s a problem:
Chinese parents are used to being courted by brands. If your company isn’t proactive—posting videos, sharing testimonials, or hosting webinars—they perceive you as uninspired or uncommitted to excellence.
Fix it:
Develop an active marketing strategy that includes regular content updates, live Q&A sessions, and ongoing communication with parents through social media. Consistency builds trust.
4. Lack of Adaptation to Local Trends
Mistake: Offering a “one-size-fits-all” program without customizing for Chinese educational values or trends.
Most Chinese Parents do not speak english
Why it’s a problem:
Chinese parents prioritize specific skills like math, English proficiency, and writing from an early age. If your programs don’t align with these expectations or fail to address their unique concerns, you risk being overlooked.
Fix it:
Localize your curriculum and marketing messages. Highlight how your program addresses competitive skills, aligns with Chinese academic goals, and helps children succeed in both domestic and global contexts.
5. No Video Presentations or Visual Content
Mistake: Not using video to showcase your services, results, or teaching methods.
Example here
Why it’s a problem:
Chinese parents value transparency and want to SEE results. Without video, your brand may come across as outdated, unprofessional, or even untrustworthy. Platforms like Douyin thrive on engaging video content—if you’re not using it, you’re invisible.
Fix it:
Create short, engaging videos that showcase:
- Success stories and testimonials.
- “A day in the life” of a student in your program.
- Before-and-after transformations in skills or confidence.
The Perception Problem: Laziness or Lack of Professionalism
Ultimately, these mistakes create a damaging perception among Chinese parents: your company might appear lazy or lacking the professionalism they demand for their child’s future. In a market as competitive as China’s, that’s a label you simply can’t afford.
The Bottom Line
To succeed in China’s education market, you must:
- Invest in ads and promotions.
- Be proactive and innovative.
- Adapt your offerings to meet local expectations.
- Use video and visual storytelling to build trust and credibility.
Parents in China don’t just want a service—they want an experience that guarantees their child’s success. Step up, stay visible, and show them why YOU are the best choice.
