(Source: https://pltfrm.com.cn)
Introduction
In China’s fast-evolving B2B ecosystem, video has become a vital medium for influencing purchase decisions—especially among industrial buyers, engineers, and procurement managers. Platforms like Douyin (TikTok China), Bilibili, and WeChat Channels are now common touchpoints for product demonstrations, factory walkthroughs, and executive explainers. For overseas B2B brands, investing in localized, platform-optimized video content is no longer optional. This article explores proven strategies for building a successful B2B video marketing approach in China.
1. Create Video Content Tailored to the Buyer Journey
1.1 Awareness-Stage Explainers
- Format: Short videos (under 90 seconds) introducing your brand’s core solutions or technology in layman-friendly language.
- Effect: Helps potential buyers quickly grasp the relevance of your offering—especially on Douyin or Bilibili.
1.2 Consideration-Stage Use Cases
- Strategy: Develop sector-specific demo videos, including before/after scenarios or localized applications.
- Result: Builds technical trust and shows how your solution fits China’s market needs.
2. Optimize Video Format and Messaging for Local Platforms
2.1 Platform-Specific Video Specs
- Execution: Use vertical format (9:16) for Douyin and WeChat Channels, while reserving widescreen demos for Bilibili or embedded WeChat articles.
- Advantage: Native formatting increases visibility, algorithm favorability, and user engagement.
2.2 Localized Scriptwriting and Voiceovers
- Approach: Script videos in Simplified Chinese with professional voiceovers and culturally relevant analogies.
- Impact: Enhances clarity and credibility with Chinese technical audiences.
3. Showcase Real-World Expertise Through Technical Demonstrations
3.1 Facility or Equipment Walkthroughs
- Tactic: Record video tours of your production facilities, installations, or field applications in partnership with local clients.
- Benefit: Demonstrates transparency and reinforces technical capabilities in a visually compelling way.
3.2 Engineer-Led Product Explanations
- Format: Feature your own or partner engineers explaining component function, integration steps, or key features.
- Result: Appeals directly to Chinese engineers and procurement teams evaluating fit and feasibility.
4. Activate Videos as Lead Generation Tools
4.1 Embedded QR Codes and CTAs
- Implementation: Insert scannable QR codes within the video directing users to brochures, price quotes, or sales inquiries.
- Effect: Bridges the gap between video viewing and immediate action, especially within WeChat’s ecosystem.
4.2 Integration into WeCom and Baidu Campaigns
- Strategy: Embed videos in WeCom outbound messages and Baidu landing pages to support sales follow-up and increase trust.
- Outcome: Enhances conversion in B2B scenarios where technical proof is required before a decision.
Case Study: Honeywell’s Video Campaign for Smart Building Solutions
Honeywell localized its B2B video strategy in China by launching a Douyin series demonstrating energy-saving innovations in commercial buildings. Videos featured Chinese engineers, subtitled interviews with building managers, and QR links to request energy audits. The campaign generated over 150 qualified leads from property developers and facility heads, and led to multiple consultations via WeCom.
Conclusion
B2B video marketing in China is a high-impact tactic when executed with local relevance and technical depth. By tailoring formats to buyer stages, localizing visuals and scripts, and embedding actionable CTAs, overseas brands can significantly boost engagement and drive conversions in China’s industrial and enterprise sectors.
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!
