7 minute read
Supercharge Your B2B Marketing in China
B2B marketing in China presents significant challenges for international firms, primarily due to the distinctive digital landscape prevalent in the country With a population exceeding 1 4 billion and a highly engaged online community, China offers abundant opportunities for businesses to tap into the lucrative B2B market However, successfully navigating this market requires a profound understanding of the local culture, consumer behaviour, and the diverse range of social media platforms and tools.
Language and cultural barriers are prominent obstacles that international companies must overcome to establish a firm foothold in the Chinese market. Effective communication and localisation strategies are paramount for connecting with Chinese businesses and building trust. Furthermore, the digital landscape in China differs significantly from that of Western countries. Popular platforms like Facebook, Twitter, and YouTube are inaccessible due to government restrictions. Instead, Chinese consumers rely on a wide array of domestic social media platforms and messaging apps. As of 2022 Q4, WeChat reached over 1.3 billion monthly active users, stands out as a pivotal platform for B2B marketing in China It offers a range of features, including official accounts, mini-programs, and targeted advertising options, enabling businesses to effectively engage their target audience.
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To overcome these challenges and capitalise on the vast potential of the Chinese B2B market, international firms must adopt a multi-channel marketing approach that integrates online and offline strategies Online channels provide broad reach and cost-effectiveness, while offline channels offer opportunities for invaluable face-to-face interactions and relationship building, elements highly valued within the Chinese business culture Additionally, the COVID-19 pandemic has further accelerated changes in the marketing landscape, complicating B2B marketing efforts. The rapid shift towards digital channels and online interactions necessitates an adaptation in marketing strategies. Traditional physical trade shows and conferences, once the norm for B2B marketing, have been replaced by virtual events and webinars. This shift compels businesses to adopt a digital-first approach, leveraging online platforms to engage their target audience effectively.
Now that we have explored the challenges and the evolving marketing landscape, let us delve into the essential B2B marketing channels that corporates can leverage to effectively navigate this unique digital terrain. These channels seamlessly integrate online and offline strategies, empowering businesses to reach their target audience and foster robust business growth within China.
Four essential B2B marketing channels in China
1. Social media: WeChat
WeChat is the most prominent Chinese social network in China Setting up a WeChat Official Account allows you to establish a digital storefront that opens to over 90% of China’s population Packed with diverse content marketing features, WeChat is where B2B businesses post thought leadership articles, corporate news, videos, and live-stream webinars to nurture and convert leads WeChat Mini Programs and H5 pages also come in handy with custom functionalities to further promote professional services and facilitate lead generation. For many B2B businesses, WeChat plays an integral part in their B2B marketing strategies, which need a dedicated team with local knowledge to keep up and operate.
2. Search engines: Baidu, Qihoo 360, and Sogou
Search engine marketing is a different story in China. With Google stepping out of the China market, Baidu, 360 Search, and Sogou have become the top go-to search engines for Chinese internet users to search for information and products From enhanced search experience, digital advertising options to analytics tools, these dominant players offer a package of innovative advantages for B2B businesses to effectively optimise SEM performance, increase traffic, and generate quality leads
3. Webinars and in-person events
Presentations and social networking in events are still vital for B2B businesses to meet clients as industry leaders. In the post-Covid period, webinars become a phenomenal B2B marketing tool in China, enabling B2B firms to tout their valuable insights and interact with a larger audience beyond the limit of location. Webinar sessions can also be recorded for on-demand content for further engagement and lead generation.
Meanwhile, in-person events are still important to offer the human interaction that webinars cannot beat. In the digital-first world, businesses can incorporate digital transformation into these physical events. One actionable example is that businesses can boost the subscription of their WeChat Official Accounts by showing a trackable QR Code at their booth or on sales representatives’ name cards While trackable QR codes allow businesses to measure the traffic of events, businesses can engage these leads by posting company updates on WeChat.
4. KOL and vertical media marketing
KOL marketing works effectively for B2C marketing in China, but B2B influencers also have their charm. Despite the efforts many B2B businesses make to become thought leaders among their peers, many professionals look up to renowned subject matter experts for their in-depth and “unbiased” insights into market trends. Chinese vertical media also attract industry professionals to keep abreast of market trends, updates, and events. KOL and vertical media engagement effectively reach a highly relevant target audience and promote your professional services and industry events.
1. How do I make an overseas WeChat official account?
Many non-Chinese businesses create an overseas WeChat official account because they provide almost the same functions as a native WeChat account First, you have to pick the right account type Account registration also requires information such as company registration and admin’s personal and contact information What follow are account verification, registration payment, and profile and menu content setup.
2. How can I open a website in China without an ICP Filing/License?
Companies must obtain the Internet Content Provider (ICP) Filing (for non-commercial websites) or License (for commercial websites) to host websites on servers in China, but the application process can be long, complicated, costly, and most importantly requires a Mainland China Business Registration Certificate If you only need a simple landing page to deliver core corporate information and collect leads, building a H5 page, with the help of an agency, running on your WeChat official account can be a great alternative.
3. What are the advertising regulatory considerations for B2B marketing in China?
Regulatory compliance is paramount for international firms engaged in B2B marketing in China Adhering to the Advertising Law is crucial, as it governs advertisement content, format, and disclosure requirements. For example, words related to “the best”, “the only”, “cheapest”, “global/national level” or implying a definite result are forbidden. The examples are just the tip of the iceberg. To avoid getting into trouble, seeking guidance from advertising experts and staying updated on regulations is essential.
Feeling excited and apprehensive about expanding into China? B2B marketing in China poses challenges for international firms, but with the right strategies, success is within reach By adopting a multi-channel approach and complying with relevant regulations, businesses can tap into China's vast B2B market Seek guidance from experts to tailor your approach and embark on a successful China marketing journey.
About INITSOC
Founded in 2014, INITSOC is an innovative and passionate awardwinning digital marketing agency with a team of experts located in Hong Kong, Shanghai, Taiwan and London. We provide tailor-made one-stop digital solutions with our experiences driving data technologies, as a valued partner whom you can trust, drop an email to sales@initsoc.com if you need to maximise your digital marketing results.
Jolie Wan, Consultant of China Marketing, INITSOC
