(Source: https://pltfrm.com.cn)
Introduction
Video has become one of the most persuasive tools for B2B marketing in China. Whether you’re targeting engineers, procurement officers, or factory decision-makers, localized video content helps explain complex solutions, showcase use cases, and build trust. Platforms like Bilibili, Douyin, and WeChat Channels are now critical spaces for B2B visibility. In this article, we break down how overseas B2B brands can design effective video marketing strategies to engage Chinese clients and drive industrial sales.
1. Define Video Objectives Based on Sales Funnel Stages
1.1 Awareness and Branding
- Content Type: Brand introduction videos or “day-in-the-life” factory visits to raise recognition in new regions.
- Effect: Establishes brand legitimacy and sparks interest in China’s industrial zones and tier-2 cities.
1.2 Mid-Funnel Education
- Strategy: Technical how-to videos or walkthroughs that address common client pain points, like system compatibility or maintenance.
- Outcome: Equips buyers with the knowledge they need to advocate for your solution internally.
2. Create Platform-Ready, Culturally Tuned Video Assets
2.1 Chinese Subtitles and Interface Labels
- Approach: Include clear Chinese subtitles, annotations, and spec overlays tailored to industry terms used in China.
- Impact: Enhances accessibility and builds confidence among technical viewers unfamiliar with English-only content.
2.2 Platform Optimization
- Execution: Design short, mobile-friendly formats for Douyin and WeChat Channels, and upload long-form explainers to Bilibili.
- Result: Matches user expectations by platform, maximizing reach and completion rates.
3. Humanize the Brand Through Localized Storytelling
3.1 Chinese Client Testimonials
- Method: Film local partners or factory heads explaining how your solution improved efficiency or compliance.
- Benefit: Demonstrates social proof, builds trust, and addresses local buyer concerns directly.
3.2 Expert Narratives
- Format: Feature engineers or product specialists speaking directly to camera about technical features in Mandarin.
- Advantage: Adds authenticity and ensures clarity for B2B buyers evaluating systems and specifications.
4. Embed Video into an Integrated B2B Conversion Path
4.1 Video-Driven Lead Capture
- Tactic: Pair videos with QR codes linking to downloadable case studies, Mini Program inquiries, or demo scheduling.
- Effect: Moves viewers down the funnel without leaving the content environment.
4.2 Sales Enablement Distribution
- Strategy: Equip local reps with video clips to send via WeCom, Baidu chat plugins, or email follow-ups.
- Value: Reinforces messaging during the decision process and helps shorten the sales cycle.
Case Study: Grundfos’ Localized Video Success in China
Grundfos, a global pump manufacturer, produced a series of localized Douyin videos showcasing its energy-efficient pump systems in action within Chinese factories. With Mandarin-speaking engineers explaining real savings, QR codes embedded for catalog downloads, and cross-posting to WeChat Channels, Grundfos saw a measurable spike in industrial leads—particularly from facility managers in southern China’s manufacturing hubs.
Conclusion
Video marketing is an essential component of any serious B2B strategy in China. By aligning content with the buyer journey, using localized messaging and formats, and embedding video into lead capture workflows, overseas brands can increase conversion rates and stand out in China’s highly competitive industrial and enterprise landscape.
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!
