The education market in China has many opportunities for your business but you must understand Chinese needs and desires. The Chinese education system is one of the most renowned in the world. A lot of western countries are inspired by the education system in China. However, it is also a very competitive and challenging system.
The Chinese education market
China’s education market is vast and set for further expansion in upcoming years as Chinese families prepare their children to compete in an economy incredibly different from the one they grew up in. Last year, this market already worthen RMB 1.6 trillion and this China’s education market is projected to nearly double to RMB 3 trillion by 2020. Education is the number one priority for parents desperate to help their Children get ahead in competitive and modern China.
Years of rapid economic expansion were previously based on the masses of low cost workers. Now with a growing middle class, higher disposable incomes and higher standards of living, China is making the transition to a more mature development model. The Chinese state are focusing more on creative innovation, domestic business, services and skilled labour with wealthier families investing in education to meet this demand and adapt to modern Chinese expectations.
Out of the 1.5 billion citizens in China, 17 percent are between the age of 0 and 14, this equates to approximately 230 million requiring education. The one child policy also acted as an incentive for parents to invest heavily in their children’s education, the official party slogan was “one child but of better quality”. The culture of pooling together family resources for their children’s educational development remains prevalent. According to many researches, Chinese families prioritize spending money on education ahead of any other area, even above real estate and retirement savings
Kindergartens in China
Early childhood education is education for children below the age of three. Since 2009, China’s baby care industry has grown by 55 percent per year, this reflects the high level of spending Chinese families allocate to their young children. While the Chinese government is focusing on increasing enrollment in preschools and kindergartens, the education market for children too young for these institutions is growing, reflecting parents desire to improve their children’s prospects from a young age in the new competitive society. However, there is not enough kindergartens yet for the number of Chinese children. Chinese education authorities are struggling to meet the rising, without much success.
Many private kindergartens chains, such as Bokai (博凯), Jinselaoyan (金色摇篮), Huijia (汇佳) and Xiaoniujin (小牛津), are seeing the light of day. They earned better reputation among Chinese families than public government school. Each private chain has its unique characteristics on teaching and management. Some pay more attention to children’s potentiality, work on key-period education or emphasize bilingual teaching.
How to promote your kindergarten in China?
Visibility with SEO on Baidu
SEO on Baidu is the key for the visibility of kindergarten school in China. Baidu is the most used search engine in China, it ranks 5th among the most visited sites in the world and currently has more than 800 million web pages. Baidu now offers a wide range of services, such as web searches, image search, music, forums or a Q&A service. SEO on Baidu requires several steps, which may be different from what needs to be done on Google. The notions of trust and notoriety remain essential for schools wishing to enter the Chinese market and be visible on Baidu. Key SEO strategies include keyword optimization, backlinks, and content sharing, this is the way to generate quality traffic. Compared with SEA, SEO takes more time, but it is long term solution in terms of developing a better e-reputation and is ultimately more stable. The quality search result won’t disappear after you stop the campaign, on the contrary, you will remain higher in the rankings and continue to drive traffic.
A Chinese website with adapted content
A website in Chinese is necessary to enter a market and realize branding. This is an efficient solution to increase the popularity of your kindergarten, influence parents with content and design, and develop the image of your school in the country. Moreover, having a website written in mandarin is essential. Chinese consumers spend more than 40% of their daily life on Internet and these internet users trust more Chinese websites than English websites.
Students will not necessarily opt for the best academic school but rather the course and environment that is most conducive to their needs. Key points of appeal are an existing Chinese community, exchange programs, cultural activities and services for students including Chinese food options and multi-language facilities.
China is the world largest connected country : more than 90% of Chinese people have an account on at least one Chinese social network. Wechat is the social media the most used in China and, regardless of the size of your school, it is an essential media to develop your marketing strategy in the country. By promoting your kindergarten on social media, you can build a community surround the school, reach your target, get feedback and create a friendlier image with families.
Going forward, the challenging business of kindergartens still has a long way to go.
We are a digital marketing agency based in Shanghai and our team of 42 experts can help to develop your educational investment in China. Do not hesitate to contact us !
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