Over the past year, the decline of Chinese students in U.S. secondary schools has accelerated. Many boarding schools report 30–50% drops in Chinese applicants compared with pre-pandemic levels. Amid geopolitical tension, economic uncertainty, and shifting perceptions of value, the U.S. is no longer the automatic first choice for Chinese families. Parents are exploring alternatives—and asking tougher questions about outcomes, cost, and long-term pathways. In this session, we will share insights from a proprietary survey of 200+ Chinese families whose children are either enrolled in U.S. private schools or currently applying. The data offers a clear look into how families actually evaluate schools today, and what ultimately drives their decisions. Whether your school already has a strong foothold in China or is looking to rebuild its presence, this interactive, data-driven workshop will help participants: 👉 Identify the key factors Chinese families consider when choosing U.S. secondary schools. 👉 Distinguish the priorities of different segments of Chinese families. 👉 Share strategies to strengthen brand perception and improve yield. In addition, we aim to provide participants with a ready-to-use framework developed from years of on-the-ground experience. These tools will help schools: 👉 Map their real competitive landscape in China. 👉 Refine messaging and brand positioning for Chinese audiences. 👉 Understand what most Chinese families care about—and how to communicate it effectively to different types of Chinese families Attendees will leave with clear insights and practical knowledge to help their schools devise an appropriate China strategy in the evolving environment.