(Source: https://pltfrm.com.cn)
Introduction
B2B marketing in China requires navigating an ecosystem dominated by local tech giants and industry-specific platforms. For overseas brands, a multi-channel advertising strategy is critical to penetrate niche verticals and engage Chinese business buyers. This article maps out the top-performing B2B ad channels in China, along with proven tactics to drive lead quality, sales velocity, and localized brand relevance.
1. Baidu and Sogou for High-Intent B2B Search Ads
1.1 Baidu SEM + Industry Keyword Bundles
Baidu dominates B2B search behavior across China’s industrial and SaaS verticals. Brands should bid on solution-specific queries like “inventory software for manufacturers” while leveraging industry-specific keyword clusters.
1.2 Sogou for Supplementary Visibility
As a secondary search engine, Sogou offers lower CPCs and good penetration in Tier 2-3 cities. It’s valuable for brands entering non-coastal B2B hubs or targeting procurement agents in interior regions.
2. Full-Funnel Engagement with WeChat + WeCom
2.1 Content Seeding via WeChat Official Accounts
Use long-form explainers, whitepapers, or carousel posts to educate B2B prospects over time. This positions your brand as a credible solution partner and supports WeCom-based follow-up.
2.2 Automated Funnels via WeCom and QR Gating
Connect WeChat ads to QR-based Mini Programs or WeCom bots for immediate lead qualification. Tools like auto-replies, form logic, and demo booking forms streamline conversion.
3. Industry-Targeted Display and Content Channels
3.1 B2B Banner Ads on HC360, 1688
These Alibaba-linked portals serve China’s wholesale and industrial procurement market. Running display ads or native content helps build visibility with SMB and enterprise buyers.
3.2 Zhihu for B2B Brand Thought Leadership
Use Zhihu to publish technical breakdowns, product comparisons, or customer case answers. The platform ranks high on search and is frequented by decision-makers in tech and education.
4. Multimedia Ads for Visual Storytelling
4.1 Douyin Short-Form B2B Ads
Explain complex software or machinery via animated explainers, case walk-throughs, or event recaps. Douyin for Business allows job-title targeting and event retargeting at scale.
4.2 Bilibili Sponsored Tutorials
Partner with Bilibili creators in your industry for co-branded explainers. This works well in categories like AI, automation, energy, and industrial design.
Case Study: A Canadian SaaS Brand Targeting Tier 2 Buyers
A Canadian cloud platform launched a multi-channel campaign combining Baidu SEM, WeChat content ads, and 1688 portal banners. Using WeCom to capture and nurture leads, they segmented content by job role and regional tier. The result: 52% lift in qualified demo requests and a 40% faster sales cycle in underdeveloped B2B markets.
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!
