As Covid-19 rapidly changes the market environment for mainland Chinese students entering UK higher education institutions in both China and the UK, understanding the new market environment and adapting to these changes has become more important than ever.
It is important for universities to monitor the information flows around their online presence, especially during the pandemic. David Cai from Sower International Education Group points to Douyin as a rising potential platform for creating high online awareness of universities, notably the breadth and well-roundedness of their degree offerings.
In order to achieve high online awareness among students and their parents, universities should understand Douyin’s ecosystem and the logic behind establishing a successful official Douyin account. According to David, there are eight dimensions that need to be considered before filming a short video for a platform like Douyin:
Apart from marketing and communications, universities should also be aware of more practical considerations. Many students are naturally concerned about the process of travel during the pandemic, but UK universities offer comprehensive quarantine and testing support for students. For example, students arriving in the UK from China will need to quarantine in their student accommodation for 10 days and take a Covid-19 test on days two and eight. The UK government has also streamlined and simplified the visa pathways on offer to Chinese students, including the student route and the newly reinstated graduate route.
Click here to read more about the ways in which educational institutions are adapting to the changing market in the face of Covid-19. The information in this article was originally presented in a webinar on 29 July 2021.
Whether it's deodorant or perfume, scented candles or infusers – scent and fragrance sales have…
A rapidly growing demand for whisky in China has seen UK exports rise substantially, but…
The latest IP win for a major brand in China shows China’s commitment to cracking…
Are you concerned that your brand’s rights are being infringed in China? CBBC’s new IP…
Ahead of a gala dinner to celebrate 70 years of the China-Britain Business Council, FOCUS…
As China enjoys a five-day public holiday, debate about the country’s unusual ‘compensatory working day’…