(Source: https://pltfrm.com.cn)
Introduction
In China’s digital-first B2B market, being present on a single platform is not enough. Your ideal buyer could discover you on Baidu, research you on Zhihu, engage via WeChat, and close via Tmall B2B. For overseas brands, a cross-platform strategy is essential to meet Chinese buyers where they are. Here’s how to build one that works.
1. Define Clear Buyer Journeys Across Platforms
1.1 Map Buyer Touchpoints
Understand where your prospects discover, evaluate, and purchase. Early-stage awareness often happens on search engines and social media, while conversions happen via direct sales chat or demo signups.
1.2 Align Platform Roles
Assign each platform a role: Baidu for SEO, Zhihu for education, WeChat for nurturing, and JD Business for distribution or pricing transparency.
2. Build an Interconnected SaaS Marketing Stack
2.1 WeChat Mini CRM + Landing Pages
Use QR codes across platforms to drive traffic to mini landing pages hosted in WeChat. Use them for gated downloads, product tours, or contact forms.
2.2 API Integration for Lead Routing
Ensure leads flow directly into your CRM (like Salesforce China or Kingdee). Use tags for platform source to personalize follow-up messages.
3. Testing and Optimization Across Platforms
3.1 A/B Test Per Platform
Test copy, visuals, and offers individually per channel. A WeChat audience might respond to technical content, while Douyin viewers prefer visual storytelling.
3.2 Iterate with Platform Feedback
Use platform analytics (WeChat backend, Baidu ad reports, Zhihu Insights) to guide campaign pivots and improve performance.
4. Budget Allocation Based on Conversion Potential
4.1 Weighted Budgeting Model
Allocate ad spend based on conversion efficiency per platform, not just traffic volume. For example, WeChat may convert higher but have lower reach than Baidu.
4.2 Cross-Promotion and Bundle Offers
Offer multi-platform packages—for instance, signing up via Baidu could unlock an exclusive WeChat ebook or free onboarding consult.
Case Study: SaaS IoT Company Expanding Across Channels
An IoT SaaS firm from Sweden launched in China by running Baidu SEO-optimized product pages, sharing technical explainers on Zhihu, and managing community-building via WeChat. With monthly analysis and rebalancing of budget per platform, they achieved 40% quarter-on-quarter lead growth.
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!
