(Source: https://pltfrm.com.cn)
Introduction
In China’s relationship-driven B2B environment, 89% of decision-makers say they trust peer and expert recommendations over traditional advertising (2025 Edelman Trust Barometer China B2B Edition). Overseas brands that build systematic advocacy programs cut customer acquisition costs by up to 60% and shorten sales cycles dramatically. Here are the proven frameworks winning today.
1. Building Private-Domain Advocacy on Enterprise WeChat
1.1 Official Account + Mini-Program Loop Push valuable industry reports and tools through your official account, then invite readers to a branded mini-program community. Members who share content to Moments or groups automatically earn points redeemable for consulting sessions.
1.2 VIP Customer Councils Invite top 30–50 clients form exclusive WeChat groups moderated by your China team. Members naturally advocate when new prospects are added with their introduction.
2. LinkedIn China + Xiaohongshu Dual-Engine Strategy
2.1 LinkedIn for C-Level, Xiaohongshu for Technical Buyers Post thought-leadership articles on LinkedIn China, then have engineers and product managers repurpose them as visual notes on Xiaohongshu. This combination reaches both decision-makers and influencers.
3. Industry Association & Media Advocacy
3.1 Co-Host Events with CAEFI, CCPIT, or Vertical Associations Sponsor and speak at events, then encourage partners to share event photos tagging your brand. Association endorsement carries enormous weight in B2B China.
Case Study: BASF Greater China “Partners Speak” Program
In 2024, BASF launched an invitation-only WeChat community for 1,200+ downstream manufacturers. Members who published real project results (anonymized) received co-branded certificates and priority technical support. The program generated over 400+ customer success posts across WeChat and Xiaohongshu, driving a 340% increase in organic inbound inquiries and helping BASF become the #1 mentioned overseas chemical brand in Chinese industry media.
Conclusion
Chinese B2B buyers trust people, not ads. The brands winning in 2025 are those who systematically turn employees, partners, customers, and experts into active, authentic advocates across private domain and public platforms.
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! info@pltfrm.cn
