In China, economic growth and development have opened up new and significant opportunities in B2B in China. Given that China is such a digitalized nation, this sector has had to adapt to online presence for B2B marketing in China.
Economic growth and development in China have led to new and significant opportunities for companies B2B in China.
While B2B in China remains conventional in many areas, the notable digital growth in recent years has transformed the landscape for many international brands seeking to understand this lucrative market.
The internet has facilitated the entry of Western companies to potential Chinese clients. However, as both local and international companies have embraced novel digital marketing strategies, this success has brought its own challenges.
This article will delve into the concept of B2B Marketing in China, discuss the most effective techniques for developing a B2B marketing strategy in China, and examine the most appropriate B2B marketing platforms for companies providing large-scale services or products.
Do not hesitate to contact a B2B in China agency, such as Influchina, which is primarily dedicated to helping global companies promote and strengthen their presence in China if you are interested in penetrating this powerful market.
1. What is B2B in China?
B2B in China or B2B marketing in China refers to the services one company offers to another to increase the sales of its goods and products. In other words, it involves commercial transactions between two brands, and this model is gaining significant popularity in China.
B2B marketing is a market model that refers to the services one company offers to another to increase the sales of its goods and products.
Like all marketing, B2B marketing has its own attributes, challenges, advantages, and opportunities. One of the biggest challenges is keeping up with the channels, as marketing tactics in China change rapidly, and Western approaches may not always work.
To effectively reach your target audience in B2B marketing in China, it is crucial to conduct thorough market research in China, analyze the competition, perform keyword research, define content marketing strategies, and identify the best B2B marketing channels in China.
All of this will enable you to connect with businesses in the vast Asian nation and establish commercial relationships, which could enhance your brand’s reputation and revenue. It is well-known that the Chinese market is the one that will expand the most in the coming years and will continue to be the largest in the future.
Marketing tactics in China change rapidly, and Western approaches may not always work.
2. Tips and best practices for B2B marketing in China
As we have seen, B2B marketing in China is emerging as one of the most effective strategies due to its relative simplicity and profitability from the reach it provides. Therefore, it is crucial to understand all its nuances in detail.
Having set the context for B2B marketing and briefly explained what it entails, we can now delve into how to be effective in B2B in China. Here are the key considerations for foreign companies to ensure their strategy is highly effective:
Localizing your website for China
The localization of your website is another crucial factor for effective B2B marketing in China. To achieve this, consider the following:
Domain.cn
You can now register a .cn domain regardless of where your brand is based. Having a domain with the Chinese extension helps local search engines detect that your website is optimized for the Chinese audience, facilitating better indexing and visibility in local searches.
ICP License
To host a website in China, you must obtain an ICP license, a permit issued by the government. Your company must be registered in China to get this license. However, if you host your website near China, you won’t need to obtain this license.
Language
Due to the complexity of the Chinese language, automated translations do not suffice. To effectively reach Chinese consumers, your website content must be written in Mandarin.
Use Baidu
Optimize your website for Baidu, the local search engine. Baidu is the dominant search engine in China, making it essential for your B2B marketing strategy in China.
Visual aspects
Chinese web design trends include gradients, videos on the homepage, H5 pages, voice search, and dark mode. Chinese users prioritize features, usability, and user experience over design aesthetics. Additionally, navigation menus should be organized horizontally rather than vertically, as this layout is easier to scan in Chinese.
Mobile-friendly website
Ensure your website is optimized for mobile use. Mobile internet usage is highly prevalent in China, and a mobile-friendly website is crucial for user engagement and retention.
Key Point | Description |
Register a .cn Domain | Improves local search engine indexing and visibility. |
Obtain an ICP License | Required for hosting a website within China. |
Write in Mandarin | Accurate and professional translations are essential. |
Optimize for Baidu | Tailor your SEO strategies for Baidu’s algorithms. |
Follow Chinese Web Design Trends | Focus on features, usability, and user experience. |
Ensure Mobile Compatibility | A significant portion of internet traffic in China comes from mobile devices. |
By localizing your website effectively, you can enhance your online presence and improve your B2B marketing efforts in China. This will enable you to connect with your target audience more effectively and establish a stronger foothold in the competitive Chinese market.
SEO on Baidu
Baidu holds more than 80.6% of the search engine market share in China, followed by Qihoo 360 with 10.3% and Sougou with 4.7%. Therefore, understanding and utilizing Baidu, especially Baidu Ads, is crucial for your B2B marketing strategy in China.
Baidu holds more than 80.6% of the search engine market share in China, followed by Qihoo 360 with 10.3% and Sougou with 4.7%.
A small investment in Baidu Ads can attract many potential clients to a business, increasing sales volume and brand recognition. Additionally, the cost of advertising on Baidu is generally significantly lower than on Google Ads, varying depending on the industry and the search volumes of the keywords being bid on Baidu. When advertising on Baidu, businesses can control their digital marketing investment and adjust it according to the current demand and supply.
Presence on Chinese social media
As is well known, using chinese social media in a market with such a high digital adoption rate (one of the highest in the world) is essential for brands wanting to make a name for themselves in this market.
As is well known, using social media in a market with such a high digital adoption rate (one of the highest in the world) is essential.
In the following sections, we will review the most appropriate Chinese social media platforms for planning a B2B marketing strategy in China.
Attending offline industry events and trade fairs
Trade fairs are undoubtedly one of the most effective methods for directly interacting with clients and professionals in your industry. This can help businesses better understand preferences and tastes, allowing them to adjust their B2B marketing strategies in China.
Trade fairs provide a unique opportunity to directly interact with clients and industry professionals.
It is crucial to partner with a local B2B marketing agency in China to maximize your efforts and ensure you attend the most significant trade fairs and events in your sector. A local partner can provide invaluable insights into the nuances of the market, helping you navigate cultural differences and regulatory requirements.
Benefits of attending trade fairs
Benefit | Description |
Direct Feedback | Engage with potential clients and partners to receive immediate feedback on your products or services. |
Market Research | Observe industry trends and competitor strategies firsthand, gaining insights that can inform your marketing tactics. |
Networking | Build valuable relationships with key stakeholders, potential clients, and industry influencers. |
Brand Visibility | Increase your brand’s visibility and presence in the market by showcasing your products or services. |
Collaborating with influential professionals in your sector (KOL)
Key Opinion Leaders (KOLs) have become an increasingly important part of the marketing strategies for brands aiming to effectively enter the Chinese market through a solid B2B marketing strategy in China.
KOLs in China promote specific products and services through social media to increase brand awareness, leveraging their social status, number of followers, sector-specific recognition, and authenticity.
KOLs in China promote specific products and services through social media to increase brand awareness, leveraging their social status, number of followers, credibility, and authenticity.
As a result of their reliability, Chinese customers are increasingly using their reviews and comments to make purchasing decisions. This presents an excellent opportunity for any foreign brand looking to understand and excel in B2B in China.
Key Differences Between KOLs and Influencers in China
Aspect | KOLs in China | Influencers in the West |
Career Background | Major KOLs often have an additional career that elevates them to the rank of KOL, making them specialists in their sector. They may work as entrepreneurs, journalists, writers, makeup artists, or artists, among other occupations. | Influencers typically focus primarily on their social media presence and may not have an additional specialized career. |
Content Specialization | KOLs produce highly specialized content that is often deeply rooted in their area of expertise, such as technology, beauty, or fashion. This content is targeted and authoritative. | Influencers create content that can range widely in topic and is often centered on lifestyle, fashion, or personal interests. |
User Verification | User verification on Chinese social media platforms like WeChat, Weibo, and Douyin is stringent. This rigorous verification process ensures that KOLs are authentic and trustworthy, conveying greater transparency. | Verification processes on Western platforms like Instagram, YouTube, and Twitter are less rigorous, which can result in a wider range of authenticity and transparency among influencers. |
3. Which are the most appropriate platforms for the B2B industry in China?
B2B distributors and clients in China often use digital platforms to maintain, convert, and establish professional relationships, as well as to gain new information and make decisions. As a result, Chinese customers expect to find a strong online presence from your company.
B2B distributors and clients in China often use digital platforms to maintain, convert, and establish professional relationships.
Consequently, a lack of participation on Chinese digital channels can negatively impact your company’s reputation. The following are the best platforms for B2B marketing in China, although depending on the sector, one platform may be more suitable than another:
WeChat, the Chinese social media platform with the most active users, is one of the best platforms for B2B in China, particularly because it allows you to build close relationships with your clients and consumers.
WeChat, the Chinese social media platform with the most active users, is one of the best platforms for B2B marketing in China.
Chinese users frequently read messages from wechat, which they use to communicate with partners, suppliers, and organize work tasks. Therefore, the platform is an excellent resource for networking and increasing audience loyalty.
Businesses can create an official WeChat account, which is akin to having a website in the Western world. It serves as an official presentation where they can showcase their products and services while building a community in the Chinese market. Official WeChat accounts function similarly to email marketing, allowing businesses to send updates and newsletters to their followers.
The posts from WeChat official accounts are very similar to email marketing (newsletters) in the West. Additionally, any interested party, also known as a lead, can contact the business directly through the chat feature of the official account.
Key benefits of using WeChat for B2B in China
Benefit | Description |
Direct Communication | Engage with potential clients and partners through direct messages, enhancing relationship-building efforts. |
Brand Visibility | Increase brand presence and visibility in the Chinese market by regularly posting updates and interacting with followers. |
Community Building | Foster a loyal community by sharing valuable content and updates, similar to how businesses use newsletters in the West. |
Lead Generation | Convert interested leads into customers by providing a direct channel for communication and inquiries. |
Baidu Baike
Baidu Baike, the Chinese equivalent of Wikipedia, is highly valued by Chinese users because it is known to be trustworthy. In fact, it is one of the most visited websites in China, with billions of searches annually. Entries from Baidu Baike also appear in the search results of Baidu’s search engine.
Baidu Baike is one of the most visited websites in China, with billions of searches annually.
Maintaining your content on Baidu Baike with up-to-date news and relevant reference materials for your industry is crucial. By leveraging Baidu Baike, your B2B marketing strategy in China will undoubtedly be more effective, as this platform enhances your credibility and visibility.
Key benefits of using Baidu Baike for B2B marketing in China
Benefit | Description |
Credibility | Enhance your brand’s trustworthiness by being featured on a reputable platform. |
Visibility | Increase your online presence, as Baidu Baike entries appear prominently in Baidu search results. |
Engagement | Provide detailed, reliable information about your company and industry, which can attract and inform potential business partners. |
SEO Advantage | Improve your search engine ranking on Baidu by maintaining a well-optimized Baidu Baike page. |
Toutiao
Toutiao, founded in 2012 by ByteDance, the same company that owns Douyin, is a platform in China that produces and disseminates content primarily through machine learning techniques. Additionally, the content is well-organized and categorized by topics, and Douyin advertising is very important.
Toutiao has become one of the most important social media platforms in China thanks to its use of artificial intelligence through complex algorithms.
Toutiao has a user base that is young to middle-aged, with high levels of education, and predominantly located in Tier 1 and Tier 2 cities.
Key benefits of using Toutiao for B2B in China
Benefit | Description |
Targeted Content | Use advanced AI algorithms to reach a highly specific audience based on interests and behaviors. |
High Engagement | Engage with a well-educated and young to middle-aged demographic, increasing the potential for interaction and feedback. |
Wide Reach | Leverage Toutiao’s vast user base, particularly in Tier 1 and Tier 2 cities, to expand your brand’s visibility. |
Data-Driven Insights | Gain valuable insights from Toutiao’s analytics to refine your marketing strategy and improve content effectiveness. |
Utilizing Toutiao as part of your B2B marketing strategy in China can help you effectively reach and engage with a sophisticated audience, leveraging the platform’s advanced AI capabilities to optimize your content delivery and engagement.
Xiaohongshu (depends on the sector)
Xiaohongshu, also known as Little Red Book, is a Chinese app focused on fashion, travel, and lifestyle. This social network is an excellent platform for promoting your brand among Chinese internet users. Despite the lack of direct distributors and importers, retailers spend hours on this app looking for new brands to incorporate.
However, it is important to note that Xiaohongshu, as a B2B marketing platform in China, has certain limitations. Its usefulness heavily depends on the sector you are in; it is particularly important for fashion, cosmetics, tourism, or lifestyle brands.
Xiaohongshu is important for fashion, travel, and lifestyle brands.
Key benefits of using Xiaohongshu for B2B marketing in China
Benefit | Description |
Targeted Audience | Reach a specific audience interested in fashion, cosmetics, travel, and lifestyle products. |
High Engagement | Engage with users who spend significant time on the app, searching for new brands and products. |
Influencer Collaborations | Partner with key opinion leaders (KOLs) to enhance brand visibility and credibility. |
Visual Content | Utilize visually appealing content to attract and retain the attention of potential business partners and customers. |
4. Contacting a B2B marketing agency in China
As we have seen throughout this article, B2B marketing in China can be challenging, especially for foreign companies and brands that do not yet have experience or presence in the vast Chinese market.
Therefore, it can be crucial to contact a B2B marketing agency in China, such as Influchina, which helps international brands improve their position in the complex Chinese market through strategies involving social media, Chinese influencers, e-commerce in China, Baidu, and more.
It can be crucial to contact a B2B marketing agency in China, such as Influchina.
With our expertise in both the Chinese and Western markets, Influchina can create a genuine and optimized presence on China’s largest search engine and provide management and support for all aspects related to B2B in China.
FAQ
Frequently asked questions about B2B marketing in China
What is B2B Marketing?
B2B marketing is a market model that refers to the services one company offers to another to increase the sales of its goods and products.
What is B2B in China?
B2B in China refers to the business relationships between two companies, one from the West and the other from the vast Asian country.
What is the Best B2B Marketing Agency in China?
Finding the right B2B marketing agency in China can make a significant difference in your business’s success. At WeNomad, we specialize in customized strategies that drive business growth in the Chinese market. If you are looking for effective solutions and tangible results, contact us today to explore how we can help you achieve your goals in China!
What are the Best Platforms for B2B Marketing in China?
It is important to remember that each B2B marketing platform in China varies by sector, but WeChat, Baidu Ads, Toutiao, and Xiaohongshu are the most popular.
