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Successfully selling in China requires precision and focus, especially when it comes to high-value accounts. Overseas brands can use account-based sales strategies to identify, target, and convert the most lucrative business opportunities in the Chinese market. This approach is gaining traction as businesses strive to build relationships with key accounts that can lead to long-term success.
1. Identifying the Right Accounts in China’s Complex Market
- The first step in an account-based strategy is identifying the right accounts to target. In China, this means evaluating companies that align with your product offerings and have the capacity for long-term growth. Local industry reports, social media activity, and connections with business influencers are valuable sources for pinpointing potential clients.
- Overseas brands must understand the local business landscape, where large state-owned enterprises, fast-growing startups, and e-commerce giants all have different needs.
2. Customizing Your Approach for the Chinese Market
- A successful account-based strategy requires more than just translating your product information. It involves customizing your offerings to suit local regulations, tastes, and business practices. This could mean adjusting pricing models, adapting services for Chinese consumer preferences, or ensuring compatibility with local technologies.
- For example, SaaS companies need to ensure their software complies with Chinese data protection laws and integrates smoothly with China’s local cloud services like Alibaba Cloud.
3. Focusing on Quality over Quantity in Client Acquisition
- One of the key benefits of an account-based strategy is its focus on quality over quantity. Rather than attempting to sell to as many leads as possible, brands can dedicate their resources to engaging the highest-value accounts that are most likely to convert.
- This requires detailed research into each target account’s needs, current market positioning, and potential to scale in China. A tailored outreach approach significantly improves conversion rates compared to traditional mass marketing efforts.
4. Developing a Relationship-First Approach in China
- In China, relationships are paramount to business success. Overseas brands must invest time and effort into nurturing their target accounts. This means not just selling a product, but creating a strong partnership based on trust and shared business objectives.
- Engaging with local business influencers, offering tailored webinars, and attending industry conferences can help build trust with key accounts.
Case Study: A Luxury Fashion Brand’s Account-Based Approach in China
- A luxury fashion brand entering China used account-based sales to target high-end retail chains and e-commerce platforms. By adapting its product selection and marketing materials to local consumer preferences and collaborating with popular Chinese influencers, the brand saw a 40% increase in its engagement rate and secured long-term contracts with key retail partners in China.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
