UMS Editor

UMS Editor


Case Study: Virtual showroom advances businesses to exhibit 24/7

Background China is now New Zealand’s largest export market since New Zealand signed the China Free Trade Agreement (FTA) back in 2008. In the year ending December 2019, 23% of New Zealand’s total goods and services exports were with China, worth $20.1 billion. The COVID-19 pandemic represents an unprecedented disruption […]

UMS Morning Brief monthly overview – November

To give a general idea on what’s in the UMS’ bespoke China Daily Morning Brief, a daily email service focused on four industry categories – Education, Tourism, Food & Beverage, and Health & Skincare, I decided to write a summary of November insights our team published. The China Morning Brief […]

Recent Posts

What is Bilibili? (China’s Answer to Youtube)

This article is part of a series from our latest whitepaper, our China Social Media Platforms Guide. You can download the guide here: INTRODUCTION: Bilibili is a Chinese online video-sharing platform that launched in 2009. It has become one of the most popular platforms in China, with over 326 […]

Insights and New Ideas from The NZ International Education Conference 2023 – NZ IEC

The NZIEC KI TUA 2023 International Education Conference, was in Ōtautahi, Christchurch recently. The event brought together key leaders from education throughout New Zealand for a three-day program that explored opportunities for the future, to rebuild international student numbers and grow beyond. The conference theme ‘Te Ara Ki Tua’ translates […]

Reconnection: The UMS China Social Media Platforms Guide

Brands with experience in the China market know that it is a completely different landscape from the West. And while WeChat has been an essential platform for many brands to test the market, it’s just the tip of the iceberg. China’s vast digital landscape is packed with opportunities to reach […]

PIE LIVE 23 – How can I market effectively to international students?

During the PIE LIVE 23 Australia conference, UMS Founder Jessica Miao appeared on a panel to share her views on how to market effectively to international students. Helen Packer, senior reporter at The PIE News moderated the panel discussion. Helen: What does your research show about how students are finding […]

‘Report Card’ on International Education: Lessons from PIE LIVE 23 Conference

The PIE LIVE 2023 conference last week was packed with insights from professionals in international education from around Australia and New Zealand. There was an excellent range of panel sessions and presentations that provided updates and perspectives on the state of recovery in the sector, and key issues that will […]

Let’s get personal: How to market effectively to students

Join this roundtable discussion where we will be sharing knowledge on the most effective ways to attract, convert and retain students during their applicant journey. From social hacks to digitally automated personalisation, get real insights into ways to do more for less – and make your students feel engaged no matter where they are from. The PIE learning communities are a great way to find new perspectives and common ground. Come and join the debate.

Leveraging Little Red Book to Engage Prospective Chinese Students: Insights and Strategies

As Australia looks to engage prospective students in China to regain pre-pandemic numbers, it is important that marketers are aware of the different ecosystems of apps in China to effectively create and deploy engaging content. However, marketing strategies that might have been successful before the pandemic will need to be […]

The Recovery of Australian International Education: A Billion Dollar Opportunity

In 2019, the Chinese international student market contributed an estimated $12.1 million dollars to the Australian economy[1], and made up 37.3% of all international students in the country[2]. When the pandemic swept across the globe in 2020, many students returned to their home countries and no longer enrolled in overseas […]

Opening the Little Red Book: Strategic Partnership between Xiaohongshu and Tourism New Zealand

The strategic partnership between Tourism New Zealand and Xiaohongshu was formally announced in Shanghai on June 29th during the week-long delegation of New Zealand Business leaders to China. Prime Minister Chris Hipkins launched the initiative with Xiaohongshu’s chief marketing officer, Wang Yajuan. A selfie taken with Hipkins by Yajuan, posted […]

The Middle-Kingdom discovers Middle-Earth

As global travel starts to make a comeback and return to a ‘new normal’, New Zealand is engaging with China to rekindle its tourism industry, an industry that faced considerable setbacks during the COVID-19 pandemic and recent flooding events. New Zealand exported NZD$3.4 billion of services to China in 2019 […]