Along with the rapid growth of today’s digital business economy, the competitive landscape for B2B marketing in China has expanded beyond traditional lead generation.
In 2024, the e-commerce segment within the Chinese B2B market is expected to grow from 16.7 trillion yuan to 17.9 trillion yuan. This positive business outlook further intensifies the interest of more Western companies to capitalize on Chinese consumers’ continued eagerness to shop online.
In this post, our team will discuss the best B2B marketing strategies for the Chinese market and the most suitable online platforms for executing your campaigns.
How Does B2B Marketing Work in China?
Business-to-business (B2B) marketing in China aims to help businesses sell products or services to other companies in the local market.
With the Chinese market becoming more digitalized, foreign B2B companies must take a localized marketing approach to align with the browsing patterns of Chinese internet users. This means building a digital presence on local search engines, social media platforms, and e-commerce channels.
With over 82% of China’s internet population conducting monetary transactions online, reaching your potential clients and business partners has never been easier. All you need is to execute the right digital marketing strategy.
Here’s how you can differentiate the two B2B marketing types in China:
● Inbound B2B Marketing
Inbound B2B marketing is a customer-centric approach that appeals to Chinese consumers and partners through industry-relevant content, personalized shopping experiences, and solid online visibility.
To achieve a successful inbound B2B marketing campaign, brands can utilize the growing popularity of Chinese social platforms for effective lead generation. Website localization is also an effective strategy for organically attracting the brand’s target audience.
When properly executed, inbound B2B marketing in China can also generate high-quality, targeted leads through Search Engine Optimization (SEO) and Search Engine Marketing (SEM).
● Outbound B2B Marketing
On the other hand, outbound B2B marketing involves old industry practices, such as pushing promotional messages to a broad audience to generate interest and increase sales.
Typically, this approach does not include answering questions directly from potential clients and consumers. However, local marketers find it effective in China, mainly because of the country’s complex market segmentation and digital platforms.
Digital marketing efforts can be applied to outbound B2B by selling products in cross-border e-commerce marketplaces.
7 Strategies for a Successful B2B Marketing Campaign in China
1. Develop a Localized Website
One of the first things you should know about the Chinese market is that their digital landscape has strict censorship regulations. So, unless your website is in a simplified Chinese language and optimized for Chinese search engines, you can’t expect it to appear on popular platforms like Baidu or Sogou.
Even when potential buyers or partners seek your brand directly using specific keywords, your content may not appear in the local search results because it doesn’t follow the landscape’s ranking factors and regulations.
Besides that, the country’s internet censorship also prioritizes high-quality websites. This means a Chinese website with local domain hosting, like .cn or .com.cn, is more likely to rank high in search engine results.
Example of translation and webmastering services for Focal’s Chinese website
Another part of website localization is acquiring an ICP license. This requirement is mandatory for all businesses with digital channels, regardless of whether they plan to utilize it for informational purposes or sales generation.
Besides breaking language barriers between you and your targeted customers, it’s also essential to take note of censored Chinese keywords in China’s internet landscape.
Even with a localized version of your business website, it’s essential to create Chinese content while avoiding these restricted absolute terms. Company websites that do not abide by these regulations may have less search authority or be blocked on the local internet portal.
2. Launching an Effective Baidu SEO & PPC Strategy
Baidu is China’s leading search engine. As of 2024, it’s the segment’s biggest platform, with over 676 million active users. Its massive user base and $17 billion yearly revenue showcase a big gap between main platform rivals (like Bing, Sogou, and 360 Search).
Launching Chinese SEO strategies in Baidu isn’t as easy as you think. So, if you’re going to execute this method for your digital marketing approaches, here are some tips we can recommend:
- Write brand online content using simplified Chinese.
- The length of website title tags and meta descriptions should be appropriately optimized.
- Don’t write website content URLs in Chinese or English. You must use a Pinyin structure.
- Improve the website loading speed to prevent potential clients from experiencing a bad user experience.
- Integrate industry-related keywords into your brand’s website content for better visibility and reach.
- Make the website’s hierarchy structure organized so your content can be indexed and crawled correctly.
Launching paid search ads can also come in handy when generating B2B leads. These advertisements are focused on bringing more sales and conversions for the brand, so they mainly target audience segments based on specific demographics and consumption patterns.
Example of advertising displays on Baidu
If you want to expand your audience reach further, we recommend launching a Chinese B2B campaign on Sogou and 360 Search. However, don’t forget that these platforms aren’t that massive. Because of this, you’ll find more B2B companies focus on Baidu SEO and PPC strategies instead.
If you’re considering using this strategy to enter the local B2B market, we’re sure you’ll find our work with Merck-MSD interesting. Our team executed off-site and on-site SEO strategies for the brand, from keyword analysis to a complete website audit.
SDG has been working with the company since 2020, and our continued collaboration allowed their website to increase by 161% in page views and 345% in overall user count.
Example of Baidu SEO for MSD Manuals (Merck)
3. Executing Proper Online Branding on WeChat
When it comes to Chinese B2B marketing, we cannot stress enough the importance of building a solid online presence on WeChat. This super app’s influence is hard to deny, especially with over 1 billion users actively using its features every month.
Foreign companies can use the app to connect with existing local customers and possible clients through a variety of social content formats and e-commerce functions. All you need to do is create an official WeChat account for your business.
VEJA’s Official WeChat Account
If you’re unsure how to do this, you can work with expert digital marketing agencies to help set up a WeChat official account for your business in China. With the super app’s diverse digital ecosystem, companies can launch ads, post articles, and create a mini-program or virtual storefront to engage with other B2B companies.
On top of that, you can also take advantage of WeCom. It’s Tecent’s official business communication and office automation tool that’s seamlessly integrated with WeChat and can help you manage existing clients. It can serve as your private domain traffic source to engage more deeply with consumers.
We understand that the Chinese market can be complex for new foreign businesses. If you need proof of how powerful Chinese social media is, we suggest checking out our collaboration with Duckhorn below.
Example of Duckhorn’s WeChat store
4. Using Chinese Social Media Platforms for B2B Marketing in China
One of the surefire ways to tackle B2B marketing in China is establishing a presence on top Chinese social media platforms. These apps boast active user engagement rates and massive audience reach that can help your company find success in generating new business partners and buyers within the local B2B market.
For a Chinese B2B marketing strategy to be successful, here are the social media platforms you can consider:
As a new company in the B2B market, reaching your target audience comes first before generating sales. Fortunately for you, this social media platform has around 593 million monthly active users as of June 2023.
The platform’s unique micro-blogging content can help foreign B2B companies keep up with the latest industry trends and discover possible clients using specific keywords and hashtags within the platform.
● Zhihu
International businesses typically use Zhihu to answer industry-specific questions and any query related to their brand. This content strategy can help them establish the brand as a thought leader in the market.
Furthermore, this Q&A app has younger, highly educated users. Thanks to this, non-local companies can focus on crafting content that appeals to this specific user demographic.
You can also search for official brand accounts on Zhihu. This feature makes it easier for foreign B2B marketers and advertisers to identify other businesses they can work with in China.
● Maimai
Since B2B marketing in China has a unique digital landscape, it pays to check out websites where the majority of the users are companies themselves. The best example of this is the business social app called Maimai.
This platform is the Chinese equivalent of LinkedIn, so foreign companies must pay attention to this app when launching a B2B marketing campaign. It also has over 120 million verified users and over 80% penetration rate among its target audience segment.
5. Finding a Suitable KOL or KOC for Your B2B Marketing Campaign
When conducting B2B marketing in China, it’s important to note that local KOLs and micro-influencers can sway the purchasing behavior of your potential customers.
These people are experts in their fields and locals themselves. Because of their massive followings, they can understand Chinese culture and local consumer patterns better. This advantage makes them more appealing and credible in the eyes of potential business partners in China.
You can find most influencers on popular social media channels in China, like Douyin, Little Red Book, or Weibo. However, it’ll be challenging for a new business to connect with reliable KOL & KOC networks. So, working with a marketing agency that can give you access to a roster of trustworthy content creators is always an excellent long-term investment.
SDG has worked on numerous KOL marketing campaigns over the years. In fact, our team has extensive industry experience handling community management, campaign launches, and KOL communication to achieve any brand’s marketing goals.
6. Exploring B2B E-Commerce & Cross-Border Platforms
E-commerce is one vital part of B2B marketing in China, mainly because these platforms are used primarily for offering and trading products.
When conducting B2B e-commerce trades, you must know that these transactions are divided into domestic marketplaces and cross-border platforms.
Here’s a short guide you can refer to:
● Alibaba
Any foreign business that wants to conduct B2B transactions in China is undoubtedly familiar with Alibaba.
Besides its global popularity and authenticity, this platform makes it easy for non-local brands to transact because it has a user-friendly interface and English content settings.
The only problem with Alibaba is it has higher price rates than other B2B e-commerce platforms in China.
● Baidu B2B
This platform is a domestic e-commerce channel, so expect the interface and content to be entirely Chinese. Nevertheless, businesses can attract potential customers here, primarily because it has high web traffic from the Baidu search engine.
● Pinduoduo
Another reliable domestic B2B marketplace in China is Pinduoduo. This platform gained fame because of its convenient group buying features and discount deals that are attractive to low-tier city B2B consumers.
Although the app is entirely in Chinese language, non-local businesses can access its website with an English language option.
● 1688 (Alibaba)
If you’re looking for cheaper fulfillment services in China, your company can easily find them in 1688. It offers a lower price range, attracting many customers to do business on the platform.
However, being well-versed in Chinese is essential because it’s a domestic e-commerce platform.
● Global Sources
Unlike Alibaba, Global Sources doesn’t have a long list of company suppliers in its roster. However, you can count on it to have when it comes to authenticity and platform reputation.
● Made in China
Made in China is an e-commerce B2B trading platform with a specific target market: foreign SMEs. Non-local companies feel at ease doing business on this platform mainly because of its secure interface and services.
7. Conducting Market & Competitor Research
Any foreign company, no matter how big, must do due diligence and research about the Chinese market before entering its business scene. International marketers must familiarize themselves with the local culture, norms, and trends before campaign launches to avoid mishaps and wasted resources.
If your company isn’t familiar with how a specific industry works within the local market, seeking the help of local marketing teams to achieve your goals is one of the best business decisions you can make.
These agencies can conduct market studies for your company, helping you decode the consumer behavior of your target market and understand the evolving market trends and consumption patterns in China.
B2B Marketing China: Do’s and Don’ts
● Don’t Rely on Email Marketing
Although email marketing is a powerful tool in the B2B market, it doesn’t hold the same influence in China. According to statistics, only 5% of local internet users open or use their emails. If you ask us, reaching out on popular apps like WeChat is still more convenient.
● Don’t Execute a One-Size-Fits-All B2B Strategy
China has a massive geographical structure, causing its business landscape to be highly segmented.
Always remember that China has over 700 cities and multiple provinces, so the consumer behavior and culture your company must consider may vary according to your target market. Your strategy should be flexible enough to adapt to any market changes, especially with the ever-evolving digital landscape.
● Localize Your Marketing Approach
The B2B market in China is highly competitive, so your marketing message and tone must align with the local culture and nuances relevant to Chinese consumers.
Keep in mind that your potential local B2B partners won’t have the same needs as your usual Western clients. If your brand intends to become a long-term solution provider, you must ensure they won’t view your company as a typical supplier.
Your marketing strategies must go beyond generating sales and showcase a deep understanding of the local culture. This will allow you to forge a deeper connection with Chinese customers. Although foreign brands must show enthusiasm for integrating local nuances in the company’s content, remember that your business must maintain its identity to stand out in the market.
What are the top B2B industries in China?
China’s massive economic power and rapidly evolving business landscape helped the country’s B2B market to expand in different niches. From finance and fintech to e-commerce and retail, the business opportunities foreign B2B brands can utilize are endless.
Here are the leading industries in the market:
- Agriculture & Food
- Construction
- Industrial Components
- Machinery
- Steel & Metal Products
- Beauty Brands
- Wholesale
- Healthcare & Pharmaceuticals
Your Trusted B2B Marketing Partner In China!
China has no shortage of B2B opportunities for foreign companies, especially now that shopping transactions can be made digitally with a single click. However, it doesn’t mean you can reap its benefits with any marketing approach.
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At Sekkei Digital Group, we deeply understand the intricacies of the Chinese market. Using our extensive knowledge of B2B marketing strategies, we can assist you in exploring your brand’s full potential!
Contact us today if you want to fast-track your entry into China’s B2B industry. Whether it’s crafting compelling advertising campaigns, utilizing social media platforms, or setting up e-commerce channels, we have the digital solutions you need!
References:
Chinese B2B Marketing – The Ultimate Guide
B2B marketing in China: The Chinese business culture embrace online strategies for procurement
How Western B2B brands can build longevity in the Chinese market