B2B Marketing in China

Optimize your Chinese performance through partnership management & digital marketing

eTOC Guide for B2B Marketing in China

(Business-to-Business Marketing in China)

Online lead generation is a key strategy for businesses looking to expand their customer base in China. With over 1.4 billion Internet users and a rapidly growing e-commerce market, China offers a wealth of opportunities for businesses looking to generate leads online. However, it is important to remember that the Chinese market is unique and requires a targeted approach to lead generation.

Small mid-sized businesses, in particular, do not have the resources to constantly adapt their social media promotions to online marketing trends in China. By using select social media, optimizing for search engines, creating engaging content, and leveraging local advertising platforms, companies can effectively generate leads and grow their customer base in this dynamic and fast-growing market.

Here is an overview of the most important digital marketing blocks for successful B2B marketing in China:


1. Social media marketing 

First and foremost, it is important to have a strong presence on Chinese social media platforms. In China, social media platforms such as Weibo and WeChat play a central role in the online experience and are crucial to reaching potential customers. By creating profiles on these platforms and regularly posting engaging content, businesses can gain followers and generate leads.

Due to the variety of platforms and ever-changing trends, it can sometimes be difficult to keep track and have a clear strategy. This is a very special challenge for foreign SMEs from the B2B sector. We support you in selecting the relevant digital platforms and localizing existing content to the habits of the Chinese target group. 

2. Search engine marketing (SEM)

Another effective strategy for online lead generation in China is search engine marketing consisting of search engine optimization (SEO) and search engine advertising (SEA). While Google is the dominant search engine in many parts of the world, it is blocked in China. Companies that want to generate leads through search need to optimize their websites for Baidu, the leading search engine in China. This includes researching and using relevant keywords and making sure your website is mobile-friendly and loads quickly, as Baidu takes all of these factors into account when ranking websites. Our local team in Shanghai consists of digital marketing specialists who responsibly set up and continuously optimize your campaigns and adapt content on your website to Chinese search engines and the search behavior of your target audience. 

3. Website marketing 

Besides various application strategies via social media or search engines, there are a few other things to consider if you want to generate online leads in China. The usual online point of sales for German companies is their official website. Setting up a website tailored to the Chinese market is a particular challenge here. As Mainland China is surrounded by the “Great Firewall”, many companies have major problems, especially in terms of loading time. Together with hosting partners, such as Weber Cloud & Alicloud, we can confidently solve your Chinese website’s technical and content problems. 

4. Partnership management  

Even if your online channels are localized and optimized for the Chinese market, reliable partnerships and cooperation partners are essential for successful B2B marketing. In China, public relations plays a major role and represents an important component of your online communication strategy. Through our years of experience in the Chinese market and a large network of partners, we can support you in creating an effective communication plan and identify and build relevant partnerships for your industry.

we love them

what our clients have to say

Moonie Zhu

Managing Director Europe

Request a quote​

Get in touch with us

Your agency for China e-commerce and digital marketing

Meet our clients

Do you want to sell or grow in China?

Drop us a line and keep in touch

eTOC team