H-FARM College China Gateway: building a market entry strategy for the Chinese market through field experience

Over the past months, a team of students from H-FARM College, supervised by Professor Alberto Antinucci, worked on the strategic project “H-FARM College China Gateway – Market Entry Strategy”, with the aim of defining an entry strategy for the Chinese higher education market.

The project focused on analysing opportunities linked to Chinese international high schools and A-Level and IB pathways, in a context where studying abroad is increasingly becoming a strategic choice for high-potential students seeking access to global academic pathways.

As part of the initiative, the team undertook an intensive field exploration experience in China between March 27 and April 18, visiting some of the country’s leading innovation hubs — Shanghai, Shenzhen, Hong Kong, and Hangzhou — to gain first-hand insight into the local education, business, and innovation ecosystem.

The journey combined academic research with direct market exposure. In Shanghai, students engaged with international school professionals, marketing experts, and cross-cultural communication specialists, including Professor Iris Hua, part of an international school ecosystem, who provided valuable insights into China’s educational landscape and city positioning strategies. They also took part in entrepreneurial contexts such as a startup pitch competition and networking initiatives linked to Italian entrepreneurship and creativity in China.

In Shenzhen, the group explored the legal and operational dimensions of entering the Chinese market, meeting legal professionals involved in trademark registration and business incorporation processes for international organisations.

The Hong Kong stage offered further exposure to the economic and communication dynamics of the region. Students discussed taxation, corporate structuring, and market access with local business professionals, while also exploring the role of branding and influencer marketing in China’s highly developed digital ecosystem. Among the experts met during the trip was Ashley Dudarenok, internationally recognised for her work on China business strategy and digital consumer trends, whose publications are also used in H-FARM College courses focused on China market strategies.

Hangzhou emerged as a strategic location within the project and was identified as a potential operational base for future development, thanks to its proximity to Shanghai and its position within China’s innovation ecosystem. Here, students visited Alibaba’s headquarters, participated in entrepreneurial training activities, and obtained certification through a founder-focused programme connected to the company.

The team also developed direct relationships with organisations and educational institutions active in international student mobility, including agencies supporting Chinese students in pursuing overseas education pathways. Through meetings facilitated by the Belt and Road Local Cooperation (BRLC), students built connections with international high schools and engaged directly with prospective students interested in H-FARM College’s academic offering.

Visits to institutions such as Yungu International High School, Zhejiang International Studies University, and Hangzhou City University enabled exchanges on international education models, university pathways, and potential future collaborations. The strong interest shown by Chinese students further confirmed the attractiveness of H-FARM College’s international proposition.