Happy Chinese New Year, the year of the tiger! As one of the most famous events in China, and a festival of gift-giving and reunions with family and friends, Chinese New Year presents important business opportunities for brands. During the CNY, many brands will host promotions, discounts, design special packaging, or release limited-edition products or gift sets, often using images related to the Chinese zodiac for the coming year. As short video becomes more popular, publishing engaging video content emphasizing the values and traditions of the festival can further elevate brand campaigns, especially when shared on social media. In the past two years, many PBSA companies in the UK have started the Chinese social media journey and gained great awareness.
According to the statistics of CBRE, not only the United Kingdom but also the major education cities in Europe have maintained their rental revenue during the epidemic. Even after the impact of the epidemic, the rental revenue and level of British student accommodations are still very impressive. Coupled with the robustness of its occupancy rate during the epidemic (generally close to 90% in the UK), student accommodations are identified as a strong Risk-resistant asset.
Source: Cushman & Wakefield Student Accommodation Tracker
The number of Chinese students studying in the UK is also increasing year by year at an annual rate of 9%. As of October 15, 2021, a total of 4,570 Chinese students have submitted applications to UK universities in 2022, setting a record again! And when Chinese students choose to live in the UK, nearly 50% of them will choose PBSA building as their place of residence for overseas study.
Encourage user-generated content through your CNY campaigns to increase word-of-mouth marketing, which is extremely powerful when it comes to brand awareness. Examples include creating challenges on Douyin to encourage participation from users, encouraging responses to questions or prompts, and providing prizes for the best responses.
Use multiple media platforms to promote your event and ensure touchpoints on any channel relevant to your brand, such as WeChat, Xiaohongshu (Red), Douyin (Tik-Tok), Weibo, Kuaishou, Bilibili, etc.
The student accommodation market in the UK is so hot, and more PBSAs are on the rise. It is necessary to focus on the operation of the Chinese market. Rollzoom has rich experience in operating social media in China for UK’s PBSA such as aparto, Collegiate, TSL, etc., and greatly improved their bookings from all angles. Coinciding with the Chinese New Year, Rollzoom has set up unique operation ideas for different PBSAs, we have learned from previous experience and set up unique New Year’s welcome content and templates on Weibo, WeChat, and other platforms, which can quickly penetrate the Chinese market and get closer to Chinese students. We will match suitable topics in different content so that when the whole country celebrates in China and people have more attention, they can get more exposure. Welcome to PBSA to consult us about the unique operation content of Chinese New Year. We have a separate, free video conference for you to win more Chinese tourists in the highly competitive market.
