(Source: https://pltfrm.com.cn)
Introduction
While digital tools dominate much of China’s B2B ecosystem, in-person and hybrid events still play a powerful role in lead generation, trust-building, and product education. For overseas brands, event marketing offers an opportunity to connect directly with procurement managers, channel partners, and end users. The key is understanding how to localize events for maximum impact across China’s unique business landscape.
1. Select the Right Event Type for Your B2B Objective
1.1 Industry Conferences for Authority Building
Speaking slots at industry-specific events (like China Electronics Fair or China LogiMAT) position your brand as a thought leader and generate high-intent leads.
1.2 Private Roundtables for Conversion
Invite-only workshops or executive dinners allow deeper conversations with qualified prospects—ideal for SaaS solutions or complex enterprise offerings.
2. Plan Events Around Regional Buyer Behavior
2.1 Tier 1 vs. Tier 2 City Strategies
In cities like Shanghai or Shenzhen, buyers expect polished, tech-forward events. In inland markets, a more educational or relationship-driven approach often works better.
2.2 Cluster-Based Marketing
Target industrial zones (e.g., Suzhou for manufacturing, Hangzhou for tech) and tailor events to the industries concentrated there.
3. Promote Events Across Digital Channels
3.1 WeChat and WeCom for RSVPs
Use WeChat Official Accounts for event promotion and WeCom for RSVP management and pre-event reminders. This mobile-first approach matches local buyer habits.
3.2 Use Baidu and Zhihu for Thought Leadership
Publish speaker profiles, event teasers, and post-event recaps on Baidu Baike or Zhihu to extend reach before and after the event.
4. Enable Lead Capture and Conversion Onsite
4.1 Real-Time Demo Stations
Equip your booth or breakout area with demo-ready SaaS interfaces, QR codes to trial accounts, and sign-up flows for next-day calls.
4.2 Segment and Tag Attendees
Label contacts by interest level or role (procurement, tech, C-level) during the event to streamline post-event nurturing.
Case Study: Marketing Automation SaaS at a Beijing Logistics Forum
A French SaaS company in the logistics automation space hosted a mini-forum within a larger industry expo in Beijing. They offered a live demo station, triggered WeCom follow-ups via QR code scans, and ran a post-event nurture sequence. The event led to a 35% lead-to-demo rate and three pilot projects in under 90 days.
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!
