(Source: https://pltfrm.com.cn)
Introduction
Cold outreach is notoriously difficult in China’s B2B market—where guanxi (relationships), trust, and localization heavily influence response rates. For overseas brands, the standard Western email or LinkedIn approach often yields silence. This article breaks down how to adapt your cold outreach strategy to Chinese business norms using localized messaging, platform-specific tactics, and SaaS-enabled tools to generate leads and open doors effectively.
1. Choose the Right Platform for First Contact
1.1 Email Alone Won’t Work
Email inboxes in China, especially for mid-level managers and procurement teams, are rarely monitored for unsolicited messages. A cold email without context or local branding almost always goes ignored.
1.2 Use WeCom (WeChat Work) for Business Outreach
Instead, use WeCom to initiate professional contact. It allows personalized connection requests with brief intros and connects directly to corporate WeChat accounts, which are often monitored by real decision-makers.
2. Localize the Message to Fit Chinese Business Culture
2.1 Lead with Common Ground or Industry Relevance
Avoid generic intros. Mention a relevant industry trend in China or cite recent activity from the recipient’s company (e.g., “Noticed your 2024 expansion in logistics—our SaaS platform helped similar clients optimize last-mile delivery in Suzhou and Chengdu”).
2.2 Keep Tone Formal Yet Relational
Chinese B2B professionals expect professional respect. Avoid overly casual phrases; instead, signal collaboration potential with language like “we’d like to explore how we can support your business goals.”
3. Personalize by Role and Function, Not Just Name
3.1 Tailor Messaging to Procurement, Sales, or Ops
One-size-fits-all messaging underperforms. Segment your outreach scripts by department: ROI and integration ease for ops, case studies for procurement, competitive advantage for C-suite leads.
3.2 Include Relevant Use Cases or Logos
Name-drop if you’ve worked with similar brands (preferably local or APAC clients). Chinese B2B buyers respond to social proof and peer validation, especially if the example is region-specific.
4. Automate and Track with SaaS-Enabled Tools
4.1 Use Local CRM Tools for Campaign Management
Platforms like JINGdigital, GrowingIO, or SCRM-enabled WeCom solutions allow you to manage leads, track engagement (e.g., message opens, QR scans), and schedule automated follow-ups.
4.2 Track KPI-Specific Performance
Analyze which messages convert based on format, time of day, and lead type. Adjust scripts dynamically—e.g., longer messages for SaaS leads, shorter for manufacturing procurement.
5. CASE STUDY: Nordic SaaS Company Breaks Into China’s Logistics Sector
A Nordic SaaS startup targeting logistics firms in China revamped its cold outreach from email to WeCom. After creating industry-specific intro messages and embedding local case studies into their WeCom bios, they used a SaaS-enabled CRM to track click-throughs and meeting conversions. Outreach was timed for weekday mornings with follow-ups during lunch breaks. Within 3 months, their cold message-to-meeting rate rose from 0.8% to 5.4%, leading to six enterprise demos and three paid pilots.
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!
info@pltfrm.cn
www.pltfrm.cn
