(Source: https://pltfrm.com.cn)
Introduction
Advertising for B2B in China requires more than translation—it demands channel fluency. The country’s top-down enterprise procurement, localized search behavior, and preference for closed ecosystems mean overseas brands must rethink how and where they advertise. This article details the top digital advertising platforms B2B companies should prioritize for scalable reach, lead generation, and long-term brand growth in China.
1. Baidu Search Ads for Procurement-Led Discovery
1.1 Commercial Intent Keyword Bidding
Baidu’s search engine is often the first stop for professionals researching enterprise software, hardware, or service providers. By targeting procurement-intent keywords (e.g., “CRM SaaS solution for factories”), brands can appear in high-conversion scenarios.
1.2 Retargeting with Display Ad Network
Baidu’s display network supports retargeting users who visited your site but didn’t convert. This is ideal for mid-funnel nurturing and keeping your solution visible during vendor selection processes.
2. WeCom Integration with WeChat Ads
2.1 Lead Capture via WeChat Moments Ads
WeChat Moments ads allow brands to target enterprise users based on industry and geography. When paired with a Mini Program or WeCom chatbot, these ads become lead capture tools for immediate follow-up.
2.2 CRM Sync and Lifecycle Nurturing
WeCom enables synced follow-up via internal B2B sales teams. Automated responses, content drip flows, and demo scheduling can all be managed within the app. This ensures a seamless post-click experience.
3. LinkedIn China and Niche Channels
3.1 LinkedIn China Sponsored Content
While less dominant than local platforms, LinkedIn China still reaches high-value decision-makers, especially in tech, education, and export-related fields. Sponsored posts or InMail campaigns can be coordinated with local market PR to build thought leadership.
3.2 Vertical Forums Like C114 and Chepin88
These industry-specific sites attract senior engineers, procurement leads, and logistics coordinators. B2B advertisers use banner ads, content syndication, or sponsored webinars to educate and convert audiences.
4. Short Video Ads for Professional Engagement
4.1 Branded Explainer Videos on Douyin
B2B companies are leveraging 15–60 second explainers to demystify complex solutions. Popular with younger procurement managers, these videos can be delivered to job title-based audiences via Douyin’s ad system.
4.2 Educational Ads on Bilibili
Bilibili has an emerging tech-savvy user base interested in automation, AI, and manufacturing. Running industry tutorial videos or co-branded Q&A content drives brand familiarity and captures leads from small enterprise owners.
Case Study: A US Clean Tech Supplier Targeting Industrial Parks
A U.S. clean energy brand launched targeted Baidu ads for industrial HVAC terms, followed by LinkedIn China outreach to facility engineers. They created educational Douyin clips about ROI from carbon-saving retrofits and followed with WeCom-based demo booking. Over one quarter, they increased verified industrial leads by 45% and cut qualification time in half.
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!
