(Source: https://pltfrm.com.cn)
Introduction
In China’s B2B world, decision-makers consume 10+ pieces of content before even contacting a supplier. The brands winning biggest contracts today are those producing hyper-relevant, platform-native, trust-first content on WeChat, Xiaohongshu, Toutiao, and industry verticals. These five content types are delivering the highest ROI right now.
1. In-Depth Technical Whitepapers Published as Xiaohongshu Notes
1.1 5,000–8,000 Word Visual Articles Chinese engineers and procurement teams spend 23 minutes on average reading detailed Xiaohongshu notes with diagrams, data tables, and infographics. Top-performing posts generate 300–800 direct WeChat adds from target titles.
1.2 Co-Authored with Chinese University Professors Invite professors from Tsinghua, Zhejiang University, or Shanghai Jiao Tong to co-sign reports. Academic endorsement increases download-to-lead conversion by 4–6×.
2. WeChat Video Account “Project Teardown” Series
2.1 3–8 Minute Real Case Videos Film anonymized factory implementations with Chinese narration and English subtitles. These videos routinely achieve 97%+ watch-through rates and hundreds of enterprise inquiries.
3. LinkedIn China + Toutiao Dual-Publishing Strategy
3.1 Long-Form Thought Leadership Publish 2,000-word Chinese articles on LinkedIn for C-level, then repurpose into 10-part Toutiao series for technical buyers.
4. Enterprise WeChat Mini-Program Content Hubs
4.1 Gated Resource Libraries Build mini-programs containing ROI calculators, industry reports, and certification documents. Average dwell time exceeds 12 minutes per session.
Case Study: Honeywell Process Solutions China Content Engine (2023–2025)
Honeywell launched a dedicated Xiaohongshu account posting weekly 6,000-word technical notes co-authored with Chinese academicians. Combined with WeChat Video Account project videos, the program generated 4,800+ qualified leads and helped Honeywell win three 8-figure smart factory contracts in Jiangsu and Guangdong within 18 months.
Conclusion
The era of translated brochures is over. Overseas B2B brands that invest in deep, platform-native, technically authoritative content are dominating mindshare and pipeline 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! info@pltfrm.cn
