From an idea to 96 educational video lessons
A memory from five years ago popped up on my screen today, and it felt like a story worth sharing. In 2021, one of our students’ parents approached me with an idea for a…
3 min read
Read Insight UKinsight Perspectives
China market insights
for UK independent schools.
How Chinese families discover, interpret and develop trust in schools is changing.
Observations drawn from content performance, family questions, direct market conversations and practical work with schools.
01
Family decision-making
How families search, compare and develop confidence.
02School positioning
Making educational character clearer and more distinctive.
03Content and digital behaviour
How Chinese platforms shape discovery and understanding.
04Market practice
Lessons from real account and market development.
The Chinese-language search journey
英国学校
Agent accountsParent discussionsReposted informationEducation content
The school’s own perspectiveCurrent. Direct. Recognisable.
Featured Insight
When Chinese Families Search for Your School, What Do They Find?
For many Chinese parents, researching a school does not begin with Google—or even with the school’s website.They may search on RedNote (Xiaohongshu), where families increasingly look for school information, personal experiences and comparisons. They…
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What families see, ask and respond to.
Rethinking summer programmes in a changing market
The China summer programme market is no longer the market it once was. A slower economy has made families more cautious. At the same time, expectations have changed. The idea of sending a child…
2 min read
Read Insight Rethinking International Recruitment: From Exposure to Engagement
As competition for international students continues to increase, many schools are asking the same question: “ How do we stand out when more schools are doing exactly the same things?” For many years, international…
2 min read
Read Insight Beyond Demand: A Different Way to Think About International Students Recruitment
Over the last couple of years, I've found myself having more conversations with schools about international students recruitment. Some schools that would traditionally be full at this point in the year are still recruiting.…
2 min read
Read Insight From a school account to school-led events
Just came back from China after a busy and rewarding trip with Dr Michael Gray and 袁歆 Zoe Dillow 18 months ago, when we started developing a Xiaohongshu presence around Dr Gray's voice and…
2 min read
Read Insight When online conversations become real-world school exchanges
After welcoming colleagues from 中山华辰学校 to the UK last December, it was a pleasure to see Hereford Cathedral School make the return visit Dr Michael Gray —visiting their campus, meeting students, parents, and leadership…
1 min read
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