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Introduction
The rules of B2B marketing in China are vastly different from Western norms. China’s platform ecosystem, business communication culture, and lead-generation dynamics require a customized approach. For overseas brands entering China, selecting the right mix of B2B advertising channels is key to driving awareness and pipeline growth. This article outlines the most effective digital channels for B2B promotion in China and how to use them strategically.
1. Baidu SEM and SEO for High-Intent Discovery
1.1 Baidu Paid Search (SEM)
Baidu remains the top search engine for enterprise research. B2B advertisers can use keyword-targeted ads to appear in procurement-related queries. These campaigns are ideal for lead generation, whitepaper downloads, and gated content offers.
1.2 Organic Content Strategy
In tandem with SEM, publishing thought leadership on Baijiahao (Baidu’s content platform) improves long-term discoverability. Optimizing blog posts, case studies, and solution pages in Chinese ensures your site ranks across relevant search journeys.
2. WeChat Ecosystem for CRM and Funnel Nurturing
2.1 WeChat Official Accounts
WeChat remains the digital headquarters for B2B engagement. Overseas brands can publish technical explainers, onboarding content, or product updates. Official Account posts build brand authority and capture contact data for follow-up via WeCom or CRM sync.
2.2 WeChat Mini Programs and Ads
Mini Programs function as lightweight mobile websites with integrated lead forms, calculators, or booking tools. B2B brands can run WeChat banner ads to drive traffic directly into conversion-focused Mini Program flows.
3. Niche Vertical Channels and B2B Forums
3.1 Zhihu Q&A and Expert Columns
This platform is China’s version of Quora but with deeper penetration into professional communities. Publishing answers or expert series helps build trust among decision-makers in sectors like tech, logistics, and education.
3.2 Industry Portals and Directories
Portals like HC360 and Gongkong offer banner ad placements and sponsored content for specific B2B verticals. Ideal for manufacturing, electronics, and software firms looking to reach industry buyers.
4. Douyin and Bilibili for Visual Education
4.1 Thought Leadership via Short Video
While traditionally B2C, Douyin and Bilibili now feature professional content from SaaS, AI, and supply chain brands. Use motion graphics, explainers, and case demos to establish authority and engage young decision-makers.
4.2 Account-Based Engagement
B2B brands are experimenting with Douyin lead-gen ads targeting company job titles and regions. Visual storytelling builds top-of-funnel visibility in a format familiar to China’s mobile-first audience.
Case Study: A Nordic SaaS Brand Scaling in Southern China
A Nordic software provider focused on compliance automation used Baidu SEM and Zhihu content to build brand credibility. They followed up with targeted WeChat Mini Program flows customized for finance directors. Within six months, they gained over 2,000 qualified leads and closed four enterprise contracts, reducing cost-per-lead by 37% versus Western channels.
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!
