Following this trend, the Swiss Education Fair China (SEF China) was launched jointly by Switzerland Global Enterprise (S-GE) and Swiss Business Hub China (SBH China) in 2018 with the aim of helping various Swiss educational institutions tap into the potential of the Chinese market. The next SEF China will take place in Autumn, and is open to all Swiss private and public schools, including boarding schools, hospitality schools, universities, and business schools.
MAIN DRIVERS FOR STUDYING ABROAD
The Chinese education system has long emphasized education as the single most important aspect in determining a person’s future and success; it is also one of the government’s priorities.
With China’s middle class exploding, more families can afford to send their children abroad than ever before.
More and more wealthy Chinese families are also dissatisfied with China’s examinationcentric education system. They view studying abroad as a means of expanding their children’s academic horizons, allowing them to gain intercultural skills and obtain a top education.
Studying abroad is also one option to avoid taking the country’s National College Entrance Examination, known as “gaokao.” Given the extremely challenging admission procedures of top Chinese universities and the fact that only a tiny fraction of Chinese high school students gain admission to these top schools, overseas education is an attractive alternative.
Studying abroad is regarded as an option to gain better employment prospects in the fiercely competitive labor market in China, where a foreign degree has long been a golden ticket to well-paid jobs.
Parents are key decision makers when it comes to their children’s education. Chinese parents with overseas education experiences definitely want their children to study abroad. The students in China are also influenced by a range of sources beyond just family, as some celebrities have sent their children to boarding schools overseas, and this gives these schools and countries exposure among Chinese families. In addition, educational agents and alumni are also key influencers for students.
Main trends of studying abroad
Study abroad remains a significant trend
According to the Annual Report on the Development of Chinese Students Studying Abroad (2022) compiled by the Center for China & Globalization (CCG) and the Institute of Development Studies, Southwestern University of Finance and Economics (SWUFE), although the global overseas study market has been affected by the pandemic, Chinese students’ needs for high-quality international education have not fundamentally changed. Internet search trends emerging on China’s major search engines suggest that China’s border reopening is sparking a dramatic spike in interest for study abroad, and Chinese students are continuing to study overseas and steadily rebounding back to 2019 levels.
Study abroad destinations are showing a more diversified trend
In recent years, more and more students have chosen to study in European countries such as Switzerland instead of studying in traditional destinations such as the US, due to safety and geopolitical concerns. As Chinese families discover the competence of non-mainstream countries, the Switzerland Global Enterprise 3/4 options for parents and students also become more diverse.
First-tier cities are leading the trend for overseas study
First-tier cities, such as Beijing, Shanghai, and Guangzhou, are leading the trend for overseas study. The more developed the cities are, the younger and greater the number of students going abroad for study.
According to a survey conducted by iiMedia Research in 2020, about 80% of Chinese students studying abroad are from first- and second-tier cities, of which more than half are from first-tier cities. The reasons for this are a higher average disposable income, a higher level of education, greater access to foreign cultures, and students’ stronger willingness to broaden their global view and strengthen their competence in the job market.
China’s self-funded study abroad is thriving
Chinese students have more study options. Most Chinese students from ordinary families are selffunded and able to pay for international education.
The average age of Chinese students overseas is getting lower
Chinese students studying abroad increasingly belong to a younger age bracket. Traditionally, Chinese students leave China for graduate study; gradually, studying undergraduate and bachelor’s degrees overseas has also become popular. Now, the fastest growing number of students can be noted for high school or below.
China has switched overseas study policy from allowing online programs to support study on campus
Following a January 2023 announcement of the Chinese Service Center for Scholarly Exchange (CSCSE, a national institution directly under China’s Ministry of Education), online credentials obtained from a foreign institution will no longer be recognized. Going forward, Chinese students enrolled in foreign schools, colleges, and universities must study in person rather than online. If students cannot attend in person, they will need to provide proof and arrange travel for the next semester. This new policy encourages Chinese students to return to school and study in person on overseas campuses, not just through online programs.
Swiss education fair - an appealing platform for Swiss schools to attract more prospective students
The first edition of the Swiss Education Fair China (SEF China) was launched in 2018. It aims to promote Swiss excellence in education and help Swiss educational institutions tap into the potential of the Chinese market.
The only official platform
Among all the “Swiss themed” education fairs taking place throughout China, the SEF is the only platform organized by an official Swiss representative in China. The fair is co-organized by Switzerland Global Enterprise (S-GE) and the Swiss Business Hub China (SBH China), and it is supported by the Embassy of Switzerland in Beijing as well as the Consulate General of Switzerland in Shanghai, Guangzhou, and Chengdu.
The half-day program includes welcome speeches delivered by Swiss officials, pitches from participating schools, alumni sharing, communication, and networking. If possible, a welcome reception and/or an appreciation reception will be organized before and/or after the SEF. The schools and their guests, including partners and VIP clients, will have the opportunity to engage in exchanges with Swiss officials and expand their local networks.
Strengthened digital marketing in addition to traditional marketing
On top of the traditional marketing methods like the publication of an official website, digital tools are used for promotion before, during, and after the event.
Among all the tools, WeChat is the quickest and most popular way to circulate news. Several WeChat public accounts within the SBH local network are invited to repost and share event information. The SEF participating schools, sponsors, and media partners are also encouraged to share information through their own marketing channels. A dedicated WeChat mini-program, “Swiss Education Fair”, with multi-functions including visitor registration, was launched in 2021.
During the event, an online live album will be available. The participating schools, sponsors, and visitors can have access to the event photos immediately after scanning the QR code of the live album. This new tool motivates all participants to share about the SEF on their social media platforms.
In addition to WeChat and the live album, LinkedIn and Weibo are also used to promote the SEF.
This practice fits into the digital landscape in China and produces positive results. The media plan of the SEF will continue to be optimized to make the best use of digital marketing tools.
Continuous exploration of market potential in different cities
In 2018, the first SEF took place in Shanghai. Afterwards, the SEF expanded to Chengdu and Guangzhou. The SEF will expand to Beijing and other cities to better accommodate participating schools’ needs and to cover major domestic markets for overseas study.
Open to all Swiss private and public schools
The SEF is open to all Swiss private and public schools, including boarding schools, hospitality schools, universities, and business schools.
If you are interested in participating in the Swiss Education Fair China, please get in touch with us.
