The Sinorbis Student Acquisition Journey
For many higher education institutions, the complexity of China’s unique digital ecosystem and student journey can feel overwhelming. The good news? It doesn’t have to be.
To navigate this landscape, universities must build an integrated acquisition approach that aligns with the way Chinese students and parents discover, evaluate, and choose universities.
Conceptually, the student acquisition funnel remains similar to how you would approach it in a Western context, and your goals should be similar:
- Generate awareness about your institution,
- Nurture your audience and move them through the funnel to application,
- Eventually convert interest into enrolments.
The difference is that to accomplish those goals in China, you will need to adapt this strategy using the tools, channels and tactics that are effective in the Chinese market.
This framework can act as a guide for how to approach each stage of the student journey in China. Let’s break down each stage.
Top of Funnel (ToFu): Building awareness
The first task is to establish a strong, credible presence on the channels where Chinese students and parents begin their research. In the West, this often means optimising websites for Google, producing content for Instagram and TikTok, or running paid media campaigns. In China, visibility comes instead from being active on local platforms.
What works in China
- Chinese social media platforms: Strong algorithmic channels like RedNote (Xiaohongshu) and Douyin to reach new audiences, and WeChat as a trust source of information.
- Offline engagement: Education fairs, school visits, alumni/staff forums and partnerships with agents and schools.
- Localised digital assets: Fast-loading Chinese website or WeChat brochure that is mobile-friendly and optimised for Baidu.
Middle of Funnel (MoFu): Driving applications
Once awareness has been established, the challenge becomes helping students and parents evaluate the institution in more detail. In the West this can be achieved through emails, drip campaigns and open days, but email's effectiveness in China is limited. Instead, WeChat takes its place as the primary nurturing channel.
What works in China
- Publish send WeChat broadcasts and encourage students to send direct message enquiries.
- Automated workflows: Workflows can trigger tailored follow-ups over time to continuously nurture students.
- Webinars on platforms that work in China: Tools like Zoom or Xiaoetong allow seamless access without VPNs. Sessions in Mandarin, often featuring Chinese alumni or student ambassadors, reassure families and build community.
- CRM integration: Connecting WeChat with a compatible CRM ensures all leads are captured, giving recruitment teams visibility across the entire student pipeline.
Bottom of Funnel (BoFu): Converting offers into enrolments
At the final stage, when students are deciding between offers, reassurance and personalised support are paramount. In the West, this often involves detailed email exchanges or calls from admissions staff. In China, students expect the same level of responsiveness but through WeChat rather than email with nearly 70% of Chinese students prefer universities to communicate via WeChat.
What works in China
- WeChat messaging: Unlike personal WeChat accounts, WeCom provides scalability, analytics, and continuity ensuring conversions don’t disappear if staff members leave.
- Targeted content for offer-holders: Create content on localised digital assets such as welcome packs and enrolment guides to support conversion teams.
- Agent collaboration: Many Chinese students still depend on agents for paperwork, travel, and housing. Equip agents with co-branded, localised digital kits for a consistent brand experience.
By adapting your traditional student acquisition journey to align to China’s unique digital and cultural landscape, universities can confidently guide students from first awareness through to enrolment. With the right mix of local platforms, personalised engagement, and integrated workflows, institutions can turn complexity into a clear path for sustainable growth in the Chinese market.