In a world where geopolitics and student preferences are constantly shifting, Chinese families are undergoing a “diversification shift” in their study abroad choices. A 2023 survey found that students in 69% of Chinese high schools apply to universities in multiple countries. Chinese enrollments in the “Big Four” study destinations grew by 1.6% in the past year, while applications to less traditional destinations have accelerated. New Zealand recorded 17% growth in Chinese enrollments in 2024. Today, universities in places like New Zealand have a unique strategic window to deepen engagement with the China market, leveraging welcoming visa policies, strong academic quality, clear post-study work opportunities, public safety, and a culture of inclusiveness. The question now is: how do universities meet the moment in China?
The answer lies in localization, digital visibility on the platforms Chinese families actually use, real-time responsiveness, and a sharp understanding of how Chinese families make decisions.
Case in Point: Victoria University of Wellington
To reach Chinese students and parents effectively, Victoria University of Wellington (VUW) chose the platforms they trust most and created Mandarin-language content designed to be authentic, engaging, and easy to share.
VUW ran a WeChat Moments campaign on China’s largest social platform, with 1.402 billion monthly active users. By placing original VUW content directly into users’ social feeds and linking to its official WeChat account, the two-week promotion generated close to 20,000 impressions and over 14,000 clicks.
Bilibili is one of China’s most popular video platforms for young audiences, with 60.28% of users aged 18–24. VUW also launched a native Mandarin-language ad campaign on Bilibili featuring alumni interviews, campus scenes, and university highlights. Over one month, the campaign achieved more than 770,000 impressions and grew the university’s follower base to nearly 3,000.
In addition, VUW promoted content on RedNote (Xiaohongshu), sharing posts on top academic disciplines, signature degree programs, and aerial campus views. In just two weeks, the campaign drew over 110,000 impressions. Beyond the traditional Tier 1 cities of Beijing, Shanghai, and Guangzhou, users in Chengdu, Shenzhen, Hangzhou, Ningbo, and Chongqing also showed strong click-through interest.
Why This Matters
Platforms like Bilibili and WeChat are more than just social media but are trust channels. Chinese students and families now expect universities to:
- Respond to their questions in real time
- Engage actively on local platforms (WeChat, Bilibili, RedNote)
- Communicate in Mandarin
- Provide clear, outcome-oriented information
VUW’s campaign shows that while content is important, timing, strategy, and channel selection are even more critical. It also reflects a wider global reality: Chinese families are seeking more diverse study options. For families in emerging first- and second-tier cities such as Chengdu, Hangzhou, and Qingdao, New Zealand may already be emerging as a top choice.
For New Zealand universities aiming to expand recruitment, especially in a time of global uncertainty, this is a pivotal moment. Approaching the China market with openness, professionalism, and inclusiveness will help build trust and attract students, strengthening your presence in the right channels, deepening trust with both students and parents, and ultimately converting interest into enrolments. Let’s build it together.
Contact us to learn how to localize your voice, build a stronger digital presence in the China market, and show up where it matters most.