TL;DR | B2B Marketing in China
The B2B market in China is evolving rapidly, driven by digital transformation, economic growth, and increasing demand for international collaboration. To succeed, foreign companies must adapt their strategies to China’s unique digital landscape — from website localization (.cn domain, Mandarin content, Baidu SEO) to leveraging key platforms like WeChat, Baidu Baike, Toutiao, and Xiaohongshu for lead generation and visibility.
Partnering with a specialized B2B marketing agency in China ensures your brand navigates regulatory requirements, cultural nuances, and the fast-changing digital ecosystem effectively — turning market entry challenges into long-term opportunities for growth and trust in the world’s most dynamic B2B environment.
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, helping your website perform better on Chinese search engines. |
| Obtain an ICP License | Required for hosting a website within China and ensuring compliance with local regulations. |
| Write in Mandarin | Accurate and professional Mandarin translations improve clarity, trust, and engagement with Chinese audiences. |
| Optimize for Baidu | Adapt your SEO strategies for Baidu’s algorithms, focusing on keywords, backlinks, and meta descriptions relevant to China. |
| Follow Chinese Web Design Trends | Prioritize usability, functional layouts, and clear navigation — key preferences for Chinese internet users. |
| Ensure Mobile Compatibility | Most internet traffic in China comes from mobile devices; optimizing for mobile ensures accessibility and better user experience. |
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, helping refine your B2B marketing approach in China. |
| Market Research | Observe industry trends and competitor strategies firsthand, gaining practical insights that can enhance your business positioning and decision-making. |
| Networking | Build valuable relationships with key stakeholders, potential clients, and industry influencers, strengthening your presence in the Chinese B2B ecosystem. |
| Brand Visibility | Boost brand recognition and credibility by showcasing your products or services at high-profile trade events and exhibitions in China. |
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 professional background that elevates them to expert status. They may work as entrepreneurs, journalists, writers, makeup artists, or creatives, which adds credibility to their content. | Western influencers primarily focus on their online presence and content creation, often without an additional specialized career outside social media. |
| Content Specialization | KOLs create deeply specialized and authoritative content in their area of expertise — such as technology, fashion, or beauty — positioning themselves as trusted voices in their niches. | Influencers in the West often produce broader content, typically centered on lifestyle, fashion, or personal interests, appealing to wider audiences but with less subject-matter depth. |
| User Verification | Verification on Chinese social media platforms like WeChat, Weibo, and Douyin is strict. This ensures that KOLs are authentic and transparent, reinforcing audience trust and brand safety. | Western platforms like Instagram, YouTube, and Twitter have looser verification standards, allowing for a wider range of authenticity and credibility among influencers. |
To navigate this landscape effectively, a Chinese KOL agency can offer valuable expertise. They understand the nuances of the Chinese market and can identify KOLs whose influence and credibility align with your brand’s objectives, ensuring a more targeted and impactful outreach.
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 directly with potential clients and partners through WeChat messages, enabling personalized communication and stronger business relationships. |
| Brand Visibility | Boost your brand’s visibility in the Chinese market by posting consistent updates, sharing insights, and interacting with followers on your official WeChat account. |
| Community Building | Develop a loyal business community by providing valuable content, case studies, and product updates — similar to newsletter marketing in Western markets. |
| Lead Generation | Convert interested leads into qualified clients by offering a direct communication channel within WeChat, supporting quick inquiries and seamless conversion. |
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 | Strengthen your brand’s credibility by being featured on Baidu Baike, one of China’s most trusted and authoritative online platforms. |
| Visibility | Increase your online presence, as Baidu Baike pages are prominently displayed in Baidu’s search results, improving your brand exposure to potential clients. |
| Engagement | Provide accurate, detailed, and relevant information about your company and industry, helping attract informed and professional business partners. |
| SEO Advantage | Enhance your ranking in Baidu’s search engine by maintaining a fully optimized and verified Baidu Baike entry that reinforces your digital authority. |
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 | Leverage Toutiao’s advanced AI algorithms to deliver content precisely to audiences defined by their interests, behaviors, and professional sectors. |
| High Engagement | Connect with a well-educated and digitally active demographic, particularly young and middle-aged professionals who drive discussions and feedback. |
| Wide Reach | Access Toutiao’s extensive user base across Tier 1 and Tier 2 cities, expanding your brand’s visibility and recognition in China’s key business hubs. |
| Data-Driven Insights | Use Toutiao’s analytics tools to gain actionable insights that help refine your B2B marketing strategy and enhance content performance over time. |
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 | Access a highly specific audience in industries such as fashion, beauty, lifestyle, and travel — ideal for B2B partnerships with retailers and distributors. |
| High Engagement | Connect with users who actively explore new brands, spend significant time on the app, and rely on authentic recommendations to inform purchasing and collaboration decisions. |
| Influencer Collaborations | Work with trusted Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) to enhance your brand’s visibility, build credibility, and generate professional leads. |
| Visual Content | Use Xiaohongshu’s visually driven platform to share engaging photo and video content that captures attention and highlights your brand’s expertise and value. |
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!
How is B2B marketing different in China compared to Western markets?
Unlike Western markets, B2B marketing in China relies heavily on relationship-building (known as Guanxi), mobile-first communication, and local platforms such as WeChat, Baidu, and Douyin. Foreign companies must also consider cultural nuances, government regulations, and consumer trust when designing a B2B strategy.
What are the most effective B2B marketing platforms in China?
The top B2B platforms in China include WeChat (for direct communication and community building), Baidu (for SEO and paid ads), Toutiao (for content marketing), and Baidu Baike (for authority and visibility). Depending on the industry, Xiaohongshu can also help brands in sectors like fashion, lifestyle, or tourism connect with distributors.
Why is WeChat important for B2B marketing in China?
WeChat is essential for B2B marketing in China because it functions as an all-in-one platform for communication, networking, and content sharing. Businesses can create Official Accounts, use Mini Programs, and send newsletters directly to clients, replicating the role of email marketing in the West while fostering stronger, trust-based relationships.
How can foreign companies improve their visibility for B2B in China?
Foreign companies can boost visibility by localizing their websites with a .cn domain, writing in Mandarin, optimizing for Baidu SEO, and maintaining verified profiles on Chinese platforms. Collaborating with local KOLs, joining trade fairs, and publishing on Baidu Baike also strengthen credibility and reach.
What role does Baidu Baike play in B2B marketing?
Baidu Baike, China’s equivalent of Wikipedia, enhances your company’s credibility and SEO visibility. Having a verified and well-optimized Baidu Baike page improves your ranking on Baidu search results, builds authority, and helps potential business partners find reliable information about your brand.
Why should foreign companies work with a B2B marketing agency in China?
Partnering with a local B2B marketing agency, like Influchina, ensures that your brand’s strategy aligns with China’s market dynamics. Agencies help foreign companies navigate local regulations, select the right platforms, manage influencer collaborations, and develop localized digital strategies for long-term growth.
