Adapting to a changing China market: key messages from our September webinar
China remains a market of opportunity for UK English language providers, despite increased competition, economic uncertainty and changing student expectations.
That was the key message from an English UK webinar on Thursday 10 September 2026, which explored current trends in the Chinese market and practical ways providers can adapt their approach.
The session featured market insights from Su Su and Grace Zhu of BONARD, alongside a panel discussion with May Huang (Edulosophy International Ltd), Rachel Li (St Clare's Oxford) and Tregarran Percival (UKLC). Drawing on research with Chinese agencies and first-hand recruitment experience, speakers examined how demand is evolving and what UK providers can do to remain competitive.
Ten key takeaways for UK providers
1. China is still worth investing in
Despite current challenges, speakers agreed that China remains one of the world's most important international education markets and offers strong long-term potential.
2. Value matters more than price
Families are increasingly focused on return on investment. Rather than competing on price, providers need to demonstrate the value and outcomes of their programmes.
3. "English plus" is the future
Parents are looking for more than language lessons. Programmes that combine English with cultural experiences, academic preparation, school immersion or personal development are attracting the strongest interest.
4. Demonstrate outcomes
Teaching quality remains highly valued, but providers need better ways to show progress in areas such as communication skills, confidence and personal development.
5. Treat China as many markets
China is not a single market. Successful recruitment strategies will recognise significant regional differences in demand, spending power and student motivations.
6. Smaller agencies can be powerful partners
Several speakers highlighted the value of smaller agencies, which often have strong relationships with parents, deep local knowledge and greater flexibility than larger organisations.
7. Customisation is increasingly important
Agents are looking for programmes that can be tailored to their students' needs. Providers that offer flexibility may have an advantage over those promoting highly standardised products.
8. Relationships still matter
Strong partnerships remain crucial. Regular communication, market visits and listening to agents' feedback were all identified as important factors in long-term success.
9. Improve visibility in the market
Chinese-language materials, social media activity, parent webinars and targeted marketing can all help providers remain visible and relevant in a competitive marketplace.
10. Embrace innovation and AI
AI is increasingly influencing how students learn English and how families interact with education providers. Speakers encouraged schools to explore how technology can enhance customer service and support learning outcomes.
The webinar concluded on a cautiously optimistic note.
While recruitment conditions remain challenging, speakers agreed that China continues to offer significant opportunities for providers that understand the market, demonstrate value and invest in long-term relationships. Demand remains strong, but providers must adapt to changing expectations and routes to market.
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