This paper examines how university applicants in China respond to a government policy that designates specific university-discipline units as centers of excellence. Affecting over 10 million applicants annually, the policy aims to enhance human capital and global competitiveness, potentially improving the quality of professional skills in the workforce. Using a Difference-in-Differences approach, we analyze the policy’s impact at three levels: (1) Within disciplines, we find that the excellence designation increases competition by attracting higher-ranking applicants to designated units; (2) Within universities, we observe spillover effects, with non-designated disciplines also benefiting from increased competition, likely due to students perceiving non-designated disciplines within the same university as excellent; (3) At the university level, institutions with designated disciplines experience a significant rise in overall admission competition compared to those without such designations. Our findings underscore that discipline-specific excellence designations effectively attract higher-ranking applicants to designated disciplines and elevate the university’s overall competitiveness. The spillover effects suggest that students perceive an institution-wide enhancement of quality, possibly due to shared resources and administration. Consequently, students may be strategically responding to both specific and general signals of excellence, anticipating employer preferences for graduates from these recognized institutions regardless of discipline.