HOW TO DO B2B MARKETING IN CHINA: THE ULTIMATE GUIDE TO WINNING IN CHINA'S DIGITAL MARKET
In the globalized business world, China stands as a giant in both B2B and B2C commerce, making it an essential market for businesses looking to expand. With a vast and rapidly evolving digital landscape, B2B companies must adapt their marketing strategies to succeed in China’s competitive market. This guide, “How to Do B2B Marketing in China: Tips and Best Practices for B2B Businesses,” is designed to help you navigate China’s unique business environment and effectively leverage digital tools to connect with potential business partners.
The Chinese B2B market is booming, driven by China’s dominant position as a global manufacturing hub and technological powerhouse. Whether you’re a small or large business, gaining a foothold in China’s B2B sector requires understanding the right digital platforms, how to approach Chinese businesses culturally, and mastering the digital marketing landscape.
In this guide, you’ll learn how to leverage China’s leading digital platforms, such as Alibaba, WeChat, and more, to enhance your B2B marketing strategy. The book provides in-depth strategies tailored to the Chinese market, helping you identify the best tools, platforms, and strategies for building relationships with Chinese businesses.
What’s Inside The Book
In this essential guide, you will find a comprehensive collection of practical steps and case studies that will help you succeed in China’s B2B sector. Here’s what you’ll discover:
Cultural Insights: Understanding the nuances of Chinese business culture is key. Learn about the importance of face-to-face meetings, the role of networking, and how to build lasting business relationships in China.
Digital Marketing Strategies: A deep dive into the digital channels that are most effective for B2B marketing in China. Platforms like Alibaba.com, WeChat, Zhihu, and others are critical to reaching and engaging Chinese businesses.
Trade Fairs and Conferences: China hosts hundreds of international trade fairs every year. This book covers the best fairs and conferences to attend to connect with Chinese B2B buyers and partners.
Social Media for B2B Marketing: Learn how Chinese social media platforms can be used for B2B purposes. Discover strategies for using WeChat, Weibo, and Zhihu to increase brand visibility and drive sales.
Case Studies: Real-world examples from successful foreign businesses in China, offering valuable lessons on what works and what doesn’t in the Chinese B2B market.
WHY IT MATTERS: UNDERSTANDING B2B MARKETING IN CHINA
The B2B (Business-to-Business) market in China offers a distinctive set of opportunities and challenges, especially as the digital economy continues to expand at an exponential rate. By 2025, China’s digital economy is projected to surpass $1.2 trillion, with cross-border e-commerce playing a key role in this growth. As China grows into an even more influential global player, it becomes increasingly crucial for B2B companies to understand the cultural, digital, and industry-specific factors that will help them succeed. Key reasons why this book matters:
DIGITAL DOMINANCE
China’s advanced digital infrastructure is integral to its B2B landscape. Nearly 90% of business transactions are now influenced by online activities, making a robust digital presence essential for any company hoping to enter or expand within China.
TRADE SHOWS: UNPARALLELED NETWORKING OPPORTUNITIES
China remains home to some of the world’s largest trade fairs, providing invaluable opportunities for B2B companies to network, form partnerships, and showcase their products and services to a large audience. This aspect of B2B marketing still plays a vital role, even in an increasingly digital world.
CROSS-BORDER E-COMMERCE PLATFORMS
Platforms like Alibaba.com, 1688.com, and Global Sources are essential for foreign companies looking to enter China’s B2B market. These platforms allow businesses to connect with Chinese suppliers and distributors directly, streamlining the process and reducing the need for a physical presence in the country
CHINA’S CHANGING BUSINESS ENVIRONMENT
With the rapid technological advancements in AI, 5G, and e-commerce, along with shifts in trade policies, China’s business environment is evolving rapidly. B2B marketers need to stay ahead of these changes to remain competitive. This book offers practical tools to help you navigate these shifts successfully
B2B marketing in China requires a deep understanding of local preferences, market behavior, and the intricacies of the country’s digital landscape. This book provides you with the insights necessary to harness the potential of China’s ever-expanding B2B sector.
KEY HIGHLIGHTS: WHAT YOU NEED TO KNOW ABOUT B2B IN CHINA
DIGITAL CHANNELS YOU MUST LEVERAGE
To succeed in China’s B2B space, establishing a presence on the right digital platforms is crucial. Alibaba, 1688, WeChat, Zhihu, and Douyin have become essential tools for reaching B2B clients. These platforms provide a digital ecosystem where businesses can engage directly with potential clients, share their offerings, and generate leads.
AI AND AUTOMATION IN MARKETING
AI is revolutionizing B2B marketing in China. Around 40% of B2B marketers are already using AI-generated content (AIGC) and SCRM systems to automate customer relationship management and content creation. These tools are key to increasing efficiency, reducing costs, and personalizing marketing efforts.
CONTENT MARKETING: A MULTICHANNEL APPROACH
A well-rounded content strategy is crucial for B2B success in China. In 2024, B2B marketers are using an average of 7.18 different marketing channels to reach their target audience, which includes a mix of online media, offline events, vertical industry media, search engine marketing, and social media platforms like Douyin and WeChat.
THE ROLE OF TRADE FAIRS
While digital channels are critical, traditional methods like trade fairs and expos remain important in China. Attending industry-specific trade events allows businesses to build relationships, gain trust, and establish a physical presence in the market.
SCRM SYSTEMS: CUSTOMER RELATIONSHIP MANAGEMENT
The use of SCRM (Social Customer Relationship Management) systems has become standard practice for B2B companies in China, with 64% of companies adopting them to improve efficiency. These systems help businesses gain insights into customer behavior, improve communication, and automate marketing processes.
SOCIAL COMMERCE IN B2B
The boundaries between social media and e-commerce in China are blurring. Social commerce is growing at an unprecedented rate, and platforms like WeChat and Douyin have incorporated e-commerce features. This trend presents new opportunities for B2B marketers to engage clients in a social and sales-driven environment.
LEVERAGING KOLS AND KOCS
Collaborating with KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) is becoming increasingly vital for B2B businesses in China. These influencers can help businesses engage with their target audience in a more authentic and relatable way, which is key in a market where trust and relationships are highly valued.
KEY TAKEAWAYS: HOW TO MASTER B2B MARKETING IN CHINA
LEVERAGE KEY DIGITAL PLATFORMS
To effectively reach Chinese businesses, establish a presence on Alibaba, 1688, and WeChat. Customize your approach to each platform’s unique strengths and features to maximize engagement.
EMBRACE AI AND AUTOMATION
AI and marketing automation are game-changers in China’s B2B space. Implement AI-generated content and SCRM systems to streamline your operations, improve customer relationships, and boost conversion rates.
FOCUS ON CONTENT MARKETING
Develop a comprehensive content marketing strategy that integrates multiple channels, from search engine marketing to social media. Use targeted content to engage potential clients and build brand awareness.
CAPITALIZE ON TRADE SHOWS
Despite the rise of digital channels, trade fairs are still vital for B2B marketers in China. Leverage these events to connect with decision-makers, showcase your products, and form lasting partnerships.
LEVERAGE SOCIAL COMMERCE
Chinese businesses are increasingly relying on social commerce. Incorporating social media into your B2B marketing strategy is essential for staying competitive in the market.
CASE STUDY: HOW FEISHU SUPPORTS B2B COMPANIES AND DRIVES SUCCESS IN THE CHINESE CONSUMER MARKET
In November 2024, Feishu, ByteDance’s office collaboration tool, made headlines with its strategic organizational changes, including a 20% reduction in workforce, cutting about 1,000 employees. This adjustment reflects the company’s response to both internal scaling challenges and the rapid evolution of China’s digital and B2B marketing ecosystem. This case study explores Feishu’s journey in the Chinese B2B market, its marketing strategies, product evolution, and its efforts to leverage organizational efficiency and AI to adapt to changing market conditions.
FEISHU’S APPROACH TO MARKETING AND BRAND POSITIONING
TOne of the main challenges Feishu faces in the B2B sector is distinguishing itself from competitors. While DingTalk and WeCom are heavily integrated into Alibaba’s and Tencent’s ecosystems, Feishu needed to find its niche. Its strategy involved not only enhancing the user experience but also expanding its footprint in smaller enterprises and international markets.
Feishu recognized that businesses are becoming more digital and collaborative, especially post-pandemic. Remote work and digital transformation have made tools like Feishu more relevant than ever. With an increasing number of companies adopting remote work and hybrid models, Feishu focused on providing enterprises with a digital collaboration solution that integrates seamlessly across multiple platforms.
KEY MARKETING STRATEGIES FEISHU USED:
- Targeted Content Marketing: Feishu used content marketing strategies through platforms like Bilibili, Zhihu, and WeChat, focusing on building brand awareness among users interested in collaboration tools. Their campaigns offered insightful case studies, helping potential clients understand Feishu’s ability to transform their internal communication.
- Collaborations with B2B Influencers: Feishu tapped into the power of Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs), leveraging trusted voices within the B2B space to promote their product. This influencer-based marketing strategy helped Feishu gain credibility and engage directly with businesses.
- Utilizing AI Features: : The marketing pitch for Feishu wasn’t just about a better communication tool but about AI-driven productivity. The platform integrated AI to help businesses optimize their workflows, predict trends in user behavior, and automate tasks. These features were advertised through targeted campaigns, highlighting the ways AI could reduce overhead costs and improve team efficiency.
- Emphasizing Enterprise Efficiency: Feishu also adjusted its marketing approach by offering enterprise-level solutions, focusing on B2B businesses that demanded high-end tools capable of managing large-scale operations. They emphasized customized workflows, cloud solutions, and cross-platform compatibility to cater to different business sizes and needs.
FEISHU’S WORKFORCE ADJUSTMENT AND ORGANIZATIONAL EFFICIENCY
Key Organizational Changes:
- Focus on AI and Automation: Feishu doubled down on AI-driven tools, such as Feishu’s Multi-Dimensional Tables and AI-powered knowledge management systems. By automating routine tasks, Feishu could offer more value to customers with fewer resources.
- Streamlining Product Features: Product development was also streamlined. Feishu focused on simplifying its tool offerings and improving compatibility and performance across devices. This shift made the platform more efficient and easier for users to navigate.
- Improving Cross-functional Collaboration: Feishu’s organizational adjustments also involved enhancing internal cross-functional collaboration. By using their own tools to optimize internal communications, Feishu aimed to lead by example in demonstrating the effectiveness of digital collaboration in an enterprise setting.
B2B DIGITAL TRANSFORMATION AND FEISHU’S ROLE
Feishu is perfectly positioned to support the digital transformation of businesses across China. In 2024, businesses are increasingly looking for cloud-based solutions that enable remote work, team collaboration, and data-driven decision-making. Feishu’s low-code platforms and customized workflows were well-suited to meet the growing demand for digital transformation.
Through its cloud infrastructure, Feishu offered cross-department collaboration tools that allowed businesses to break down silos and work efficiently. Real-time analytics and AI-powered insights further helped enterprises manage operations remotely.
In the context of B2B digital marketing, Feishu’s ability to integrate business tools like CRM systems, project management, and business analytics made it a competitive solution for companies across multiple sectors. It provided businesses with the tools to scale, while also maintaining operational control.
MARKETING FEISHU TO SMALL AND MEDIUM ENTERPRISES (SMES)
A crucial aspect of Feishu’s growth strategy lies in targeting small and medium enterprises (SMEs). While giants like DingTalk and WeCom dominate large enterprises, Feishu has found success with SMEs, which are more agile and open to digital transformation. These businesses are often looking for tools that offer customized workflows, affordable pricing, and seamless integrations.
Feishu’s marketing efforts for SMEs involved providing tailored packages and flexible plans that catered to their unique needs. Additionally, Feishu focused on providing affordable AI-powered solutions, ensuring that even smaller businesses could enjoy the benefits of advanced productivity tools
Ready to Succeed in China’s B2B Market?
Unlock the secrets to effective B2B marketing in China with our comprehensive guide!
Download “How to Do B2B Marketing in China” now to gain actionable insights and strategies tailored for success in this dynamic digital landscape.
Who Are These Books For?
This book is essential for:
B2B COMPANIES LOOKING TO EXPAND TO CHINA
Learn how to navigate China’s unique business environment and leverage digital marketing to grow your business.
MARKETING PROFESSIONALS
Understand the Chinese digital marketing landscape, including social media, SEO, and online PR strategies that will help you connect with Chinese businesses.
TRADE SHOW ORGANIZERS
Gain insights on how to maximize your presence at major B2B events in China and make meaningful connections with industry players.
ENTREPRENEURS AND STARTUPS
If you’re a small business looking to break into the Chinese B2B market, this book will guide you on how to establish a presence and engage with potential partners effectively.
ABOUT THE AUTHOR
ASHLEY DUDARENOK
Ashley’s expertise lies in decoding China’s unique digital ecosystem, from the rise of super apps like WeChat to the transformative power of e-commerce and live streaming. She has worked with industries ranging from luxury and tourism to consumer goods, empowering brands to leverage China’s digital innovations to connect with its 1.4 billion tech-savvy consumers.
Ashley is a sought-after speaker, having delivered keynote speeches at global conferences and events. Her expertise has been featured in major international media outlets, including BBC, Bloomberg and CCTV. With over 500,000 followers on LinkedIn, YouTube, and other platforms, Ashley shares daily insights into China’s digital advancements, offering practical strategies for global businesses to succeed in this rapidly changing environment.
Passionate about bridging the gap between East and West, Ashley uses her books, workshops, and consulting projects to empower businesses and individuals to thrive in one of the world’s most innovative and digitally advanced markets.
WHAT ARE PEOPLE SAYING?
Faq
What are the most effective digital channels for B2B marketing in China?
The most effective digital channels for B2B marketing in China include Alibaba, Zhihu, WeChat, Weibo, and 1688.com. These platforms offer unique features that cater to B2B interactions. Alibaba is excellent for finding suppliers and buyers, while WeChat and Weibo are key for engagement, communication, and building brand presence.
How can my business connect with Chinese companies?
The best ways to connect with Chinese companies are through trade fairs, exhibitions, and platforms like WeChat and Zhihu. Trade fairs, such as the Canton Fair and Automechanika Shanghai, allow you to meet potential clients in person. Additionally, leveraging Chinese social media platforms for content marketing helps build credibility and reach key decision-makers in the market.
Is it necessary to have a Chinese-language website for B2B marketing in China?
Yes, having a Chinese-language website is critical for engaging Chinese businesses. A localized website not only helps improve SEO on Baidu (China’s leading search engine) but also builds trust and credibility with local companies. A Chinese version of your website will make it easier for Chinese businesses to interact with your brand and understand your offerings.
What are the key trade fairs to attend in China?
Important trade fairs for B2B businesses include the Canton Fair (China Import and Export Fair), Automechanika Shanghai (for the automotive industry), East China Fair (for textiles and apparel), China International Industry Fair (CIIF), and the China International Consumer Goods Fair (CICGF). These events attract a large number of international and local businesses, providing excellent networking opportunities.
How can B2B businesses use social media in China?
B2B businesses can use platforms like Zhihu, WeChat, and Weibo to build their presence and authority in the market. Zhihu is especially effective for sharing industry-related articles, white papers, and answering professional questions, helping you position yourself as an expert. WeChat is essential for direct communication, building business relationships, and conducting transactions. Weibo can be used for more public-facing content to increase brand visibility and engage with potential partners.
Why is face-to-face interaction important in B2B marketing in China?
Face-to-face interaction is vital in China’s business culture, where building relationships and trust is paramount. Chinese businesses prefer to do business with people they know and trust. In-person meetings, business dinners, and trade shows provide the opportunity to establish rapport and strengthen relationships, which are often necessary to finalize deals.
What are the challenges in B2B marketing in China?
Key challenges include cultural differences, where understanding Chinese business etiquette, decision-making processes, and negotiation styles is crucial; navigating the digital landscape, as complexities of platforms like WeChat, Weibo, and Baidu can be tricky without local knowledge; ensuring regulatory compliance, as China has strict regulations on foreign businesses, especially regarding data protection and e-commerce; and facing intense competition, with many local and international players vying for market share.
What type of content is most effective for B2B marketing in China?
Educational content works best for B2B marketing in China. White papers, case studies, industry reports, and product demonstrations provide value and establish authority. Additionally, KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) can help generate trust and increase the reach of your content among targeted decision-makers.
Can my company succeed in China without a physical presence?
Yes, it is entirely possible to succeed in China without a physical presence. With platforms like Alibaba and WeChat, you can reach Chinese businesses, engage in transactions, and build partnerships. Cross-border e-commerce is another viable option for companies looking to sell products in China. However, attending trade fairs and conferences, or even collaborating with local partners, will help you establish a more substantial presence in the market.
What is the role of KOLs in B2B marketing in China?
KOLs (Key Opinion Leaders) play a significant role in B2B marketing in China by influencing purchasing decisions. KOLs in the B2B space typically focus on specific industries or sectors, helping brands gain visibility among the right audience. By partnering with relevant KOLs, you can enhance your credibility, reach key decision-makers, and increase engagement with Chinese businesses.
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