(Source: https://pltfrm.com.cn)
Introduction
China’s B2B digital ecosystem offers a range of online sales channels that operate very differently from their Western counterparts. From localized B2B marketplaces to social commerce via WeCom, the right mix of platforms can dramatically accelerate growth for overseas brands. This article unpacks key online sales channels and how to strategically leverage them to convert leads and build long-term partnerships.
1. Utilize China’s Major B2B Marketplaces
1.1 Leverage Alibaba’s 1688 for Local Distribution
While Alibaba.com targets international trade, 1688.com serves as China’s dominant domestic wholesale marketplace. Listing products on 1688 can help overseas brands reach small to mid-sized Chinese distributors, especially in lower-tier cities.
1.2 Expand Reach Through JD Business and Suning B2B
JD Business focuses on government and enterprise procurement, ideal for tech, office supplies, and services. Suning B2B serves electronics and industrial buyers. These platforms enable order transparency, invoice handling, and even integration with ERP systems.
2. Tap Into WeCom for Direct Client Relationship Management
2.1 Build Private Sales Channels With WeCom (企业微信)
Unlike email-driven B2B funnels in the West, China favors relationship-driven workflows via WeCom. Sales teams can manage lead follow-ups, share catalogs, and even host private product demos through chat.
2.2 Integrate CRM and Payment Solutions Inside WeCom
WeCom supports plugins that let you automate quoting, schedule demos, and even collect payments. Embedding workflows into this trusted platform removes friction from enterprise buyer journeys.
3. Use Industry Vertical Platforms for Niche Penetration
3.1 Identify Specialized B2B Portals by Sector
Platforms like BaiCheng for chemicals or MySteel for industrial raw materials are essential for credibility and access in niche markets. Posting listings and joining forums on these platforms builds reputation among serious procurement teams.
3.2 Attend Virtual Trade Shows Hosted on These Channels
Many vertical platforms host livestreamed exhibitions and procurement fairs. Participating in these events provides leads while offering exposure to highly qualified buyers.
4. Deploy Content and SEO via Baidu and Zhihu
4.1 Optimize for Baidu With Mandarin B2B Landing Pages
Having Baidu-optimized landing pages with clear value propositions, pricing tiers, and demo request forms can convert top-of-funnel traffic into enterprise leads. Avoid direct translation—focus on local messaging and proof points.
4.2 Build Authority With Thought Leadership on Zhihu
B2B buyers in China often seek peer-reviewed content on platforms like Zhihu. Answering questions, posting articles, and linking back to WeCom or demo pages builds both visibility and trust.
5. Case Study: Dutch Office Equipment Brand Goes Multichannel
A Dutch office equipment supplier entered China with only a standalone Chinese website. PLTFRM helped them establish a presence on 1688, launched an inbound WeCom sales funnel, and created landing pages optimized for Baidu. Additionally, they participated in an industry-specific livestream via JD Business. Within eight months, they secured three regional distribution contracts and saw a 4.6X increase in inbound B2B leads.
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!
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