Content analysis of job ads has been used to inform curriculum renewal in many disciplines, but it is not commonplace in Translation Studies. This paper aims to identify qualifications and competences in the translation market through content analysis of translation job ads in China. Four hundred and twenty-nine job ads were collected from the two largest and most popular job search portals in China and coded against a translator competence framework with the assistance of NVivo 11.0. The results suggest that, while prior experience is underscored by employers, a specialised degree in translation, certified status and high-level education are not sought by employers. The most in-demand competences are linguistic competence in working languages, psycho-physiological competence, interpersonal competence, extra-linguistic knowledge, and instrumental competence. Implications are discussed in terms of promotion and marketing, incorporation of field-based experience into classroom learning, pedagogical innovation, curriculum renewal, and admission interviews. This study may inform the evaluation and modification of the translation curriculum for better education and market alignment and guide students in professional development and lifelong learning.