B2B Marketing in China 2025 (online)

B2B marketing in China taps into one of the world’s most strategically vital markets for global brands. Mastering effective marketing in this dynamic landscape is key to success. This guide explores how to market B2B in China and highlights the mainstream digital and social media platforms driving results.

B2B Marketing in China: A High-Growth Opportunity You Can’t Ignore

As a global manufacturing and sourcing hub, China is a critical link in the industrial supply chain. Chinese B2B buyers increasingly follow a decision-making process that integrates online search, content evaluation, lead engagement, and offline follow-up. Digital platforms—such as search engines (e.g., Baidu), B2B marketplaces (e.g., Alibaba), and social channels (e.g., WeChat, Zhihu, video platforms)—are now essential battlegrounds for international brands to connect with customers and drive transactions. Through targeted content marketing, SEM advertising, and community engagement, brands can directly reach Chinese buyers, address their needs, foster loyalty, and build a professional reputation.

How to Win at B2B Marketing in China

1. Build a Localized Brand Presence

Optimized Chinese Website with Baidu SEO: Over 90% of Chinese B2B buyers research brands on Baidu before making purchasing decisions. A professional, locally hosted Chinese website enhances credibility and fosters trust. By implementing robust Baidu SEO strategies, brands can capture high-intent users searching for industry-specific solutions, ensuring consistent lead generation and visibility.

2. Amplify Reach with Strategic Content Marketing

Multi-Channel Content Distribution: Chinese B2B buyers increasingly prioritize independent research and informed decision-making. Platforms like Zhihu and WeChat are critical for engaging technicians, procurement managers, and decision-makers. By delivering high-value content—such as case studies, technical guides, and industry insights—brands can establish thought leadership, build trust, and influence purchasing decisions across these channels.

3. Drive Precision with Targeted Advertising

Baidu Search Ads: As China’s leading search engine for B2B buyers, Baidu offers unparalleled access to high-intent audiences. Targeted search ads for keywords like “imported PLC systems” or “industrial cleaning equipment quotes” deliver superior conversion rates compared to social media campaigns, connecting brands directly with decision-ready prospects.

WeChat Moments Ads: WeChat’s vast user base includes key decision-makers who engage daily. Moments ads enable hyper-precise targeting by job title, industry, and geography, delivering tailored brand messages to business owners and procurement leaders. This approach ensures maximum exposure and generates high-value leads with measurable ROI.

4. Nurture Long-Term Relationships Through Private Domains

Enterprise WeChat & Community Operations: B2B sales cycles in China are often lengthy, with high-ticket transactions and complex decision-making chains. A private domain strategy—leveraging Enterprise WeChat and community management—enables brands to maintain consistent touchpoints with prospects. By fostering ongoing engagement, addressing pain points, and building trust, brands can reduce churn, boost repurchase rates, and accelerate deal closures.

By integrating these strategies, global brands can unlock the full potential of China’s B2B market, driving sustainable growth and competitive advantage in this vibrant digital ecosystem.

An Expansion Project in China? We Can Help You!

Major B2B Website Platforms in China

1. Alibaba.com

Alibaba.com stands as one of the world’s leading cross-border B2B e-commerce platforms, connecting Chinese manufacturers with wholesalers and buyers across more than 190 countries. With tens of millions of active global buyers, it serves as a powerhouse for facilitating international trade.

Platform Advantages:

Alibaba.com offers a seamless, end-to-end transaction ecosystem, integrating product showcasing, secure payments, and logistics solutions. Its robust keyword bidding system and trusted brand reputation empower businesses to maximize global visibility and convert inquiries into sales. The platform’s global reach and high credibility make it a cornerstone for brands seeking to penetrate international markets efficiently.

How to Excel in B2B Marketing in China on Alibaba.com:

• Optimized Storefronts: Register a professional store and upload detailed, high-quality product listings to highlight your brand’s strengths and build buyer confidence.

• Targeted Advertising: Leverage Alibaba’s Pay-For-Performance (P4P) advertising tools to bid on strategic keywords, driving precise buyer traffic and boosting inquiry rates.

• Online Exhibitions: Participate in Alibaba’s virtual trade shows to showcase your products to a broader audience, expanding your buyer network and generating high-value leads.

• Data-Driven Optimization: Utilize Alibaba’s advanced analytics to monitor performance, refine product rankings, and enhance conversion rates through continuous optimization.

2. 1688.com (Alibaba China)

1688.com is China’s premier B2B wholesale procurement platform, tailored for the domestic market. It connects factories, brands, distributors, and retailers, serving as a vital hub for building robust internal distribution networks within China.

Platform Advantages:

1688.com is ideal for international brands seeking to establish local agents and distribution channels in China. With a highly active user base and frequent procurement activity, the platform offers tools like online wholesale, transparent pricing, secure payment systems, and enterprise credit ratings. Additionally, it provides access to extensive regional supply chains and localized promotional services, enabling brands to penetrate China’s domestic market efficiently.

How to Excel in B2B Marketing in China on 1688.com:

• Professional Storefront Setup: Establish an official store with competitive pricing and clear minimum order quantities to cater to wholesale buyers. Utilize 1688’s storefront design tools and showcase features to create a polished, trustworthy brand image.

• Enhanced Visibility Through Events: Participate in 1688’s industry-specific campaigns and live-streaming sales events to boost brand exposure and capture buyer interest, driving traffic to your products.

• Targeted Promotions: Leverage 1688’s customer segmentation and data-driven marketing tools to deliver personalized promotions, ensuring high-intent buyers are reached with tailored offers that maximize conversion rates.

• Data Optimization: Use platform analytics to monitor buyer behavior, refine product listings, and adjust strategies to improve visibility and sales performance.

3. Made-in-China.com

Made-in-China.com is a leading export-oriented B2B platform specializing in industrial products and manufacturing goods. It connects global buyers with Chinese manufacturers, offering multilingual support to cater to an international audience.

Platform Advantages:

Made-in-China.com is particularly suited for brands in industrial products and machinery, as its buyers are highly professional with clear procurement needs, resulting in strong conversion rates. The platform supports advanced content formats like high-definition videos and VR showcases, significantly enhancing product presentation. Additionally, its robust SEO performance boosts brand visibility on global search engines like Google, driving organic traffic and inquiries.

How to Excel in B2B Marketing in China on Made-in-China.com:

• Comprehensive Product Pages: Register as a member and create detailed, multilingual product listings with precise specifications to meet the needs of global buyers. High-quality visuals and technical details build trust and engagement.

• Leverage Virtual Events: Actively participate in the platform’s online trade shows and inquiry-matching services to connect directly with high-intent buyers and capture precise procurement opportunities.

• Strategic Optimization: Take advantage of the platform’s consulting services and analytics to refine SEO strategies, optimize brand exposure, and improve conversion performance over time.

4. HC360.com

HC360.com is a well-established B2B platform focused on industry-specific supply-demand matchmaking. It specializes in traditional manufacturing sectors such as security, construction materials, lighting, hardware, and home appliances.

Platform Advantages:

HC360.com boasts significant influence and a loyal user base within vertical industries, offering diverse exposure opportunities through franchise recruitment, branded zones, and industry news. Moreover, its flexible advertising options are ideal for long-term brand awareness campaigns. Additionally, its strong SEO performance ensures prominent visibility in Chinese search engine results, effectively driving organic traffic.

How to Excel in B2B Marketing in China on HC360.com:

• Strategic Industry Presence: Register on the platform and establish a strong presence in relevant industry channels to enhance your professional image and attract targeted buyers.

• Maximized Visibility: Leverage homepage promotions, banner ads, and featured placements to boost brand exposure and capture the attention of potential customers.

• Event Participation: Engage in HC360’s industry conferences and buyer recommendation programs to connect with high-intent buyers and improve procurement matching efficiency.

• Thought Leadership Content: Publish insightful soft articles and technical content to reinforce your brand’s authority, build trust, and strengthen influence within your industry.

Major B2B Social Media Platforms in China

1. WeChat

WeChat is China’s leading social media platform, with over 1 billion daily active users. Its versatile ecosystem—encompassing Enterprise WeChat, Official Accounts, Mini Programs, and Moments Ads—makes it a powerful tool for B2B engagement.

Platform Advantages:

WeChat reaches virtually all enterprise decision-makers and business professionals in China, supporting the entire B2B journey from brand awareness to customer retention. Enterprise WeChat offers advanced CRM capabilities, including client management, conversation archiving, and segmented tagging. WeChat’s advertising system enables hyper-precise targeting by location, job role, and industry, ensuring brands connect with high-value prospects efficiently.

How to Excel in B2B Marketing in China on WeChat:

• Build Authority with Official Accounts: Publish professional content such as industry insights, product case studies, and customer testimonials through WeChat Official Accounts to enhance brand credibility and thought leadership.

• Nurture Leads with Enterprise WeChat: Use Enterprise WeChat to manage sales leads. Organize clients with tags and groups, and build a high-efficiency private domain traffic pool for sustained engagement.

• Drive Exposure with Moments Ads: Launch targeted Moments Ads to deliver brand messages directly to decision-makers’ feeds, guiding prospects to landing pages for lead capture.

• Streamline Engagement with Mini Programs: Develop Mini Programs to showcase interactive product catalogs, virtual showrooms, or inquiry forms, enabling buyers to explore offerings and initiate contact seamlessly.

2. Baidu

Baidu is China’s largest search engine, processing over 6 billion searches per day. Its user base includes business owners, procurement managers, and R&D engineers, making it a key platform for B2B visibility.

Platform Advantages:

Baidu is the go-to platform for B2B buyers researching solutions, delivering high-intent traffic for technical, high-value products. Its dedicated “Baidu Aicaigou” (Baidu Love Procurement) platform connects brands with B2B e-commerce traffic, enabling precise targeting of procurement-focused audiences. By optimizing keywords and search terms, brands can dominate search results, boosting visibility and conversion rates.

How to Excel in B2B Marketing in China on Baidu:

• Targeted Search Ads (SEM): Deploy search engine marketing campaigns to drive traffic to optimized landing pages or official websites, capturing high-intent leads with precision.

• Establish Authority: Create a Baidu Encyclopedia entry and operate a Baidu Enterprise Account to enhance brand credibility and trustworthiness.

• Leverage Baidu Aicaigou: Manage an active Baidu Aicaigou account to streamline procurement inquiries and improve conversion efficiency.

• Content for Organic Reach: Publish professional articles and technical solutions to build long-term organic traffic and establish industry authority through natural search rankings.

3. Zhihu

Zhihu is a knowledge-sharing platform centered on a Q&A format, attracting professionals, industry experts, and decision-makers.

Platform Advantages:

Zhihu enables brands to build a professional image by providing in-depth explanations of complex products and services. Its long-lasting content lifecycle drives sustained search traffic, while high-quality posts foster user trust, encouraging proactive inquiries and engagement.

How to Excel in B2B Marketing in China on Zhihu:

• Official Account Engagement: Set up an official account and actively contribute to industry-related discussions to enhance brand credibility and visibility.

• Collaborate with Influencers: Partner with top contributors to create authoritative, brand-aligned answers that amplify trust and influence.

• Maximize Exposure: Capitalize on Zhihu’s trending lists and recommendation algorithms to boost content visibility and reach broader audiences.

• Targeted Advertising: Utilize Zhihu’s paid promotion tools to distribute content ads, expanding brand reach and attracting potential clients.

4. Douyin

Douyin, China’s leading short-video platform, boasts over 800 million users and offers enterprise features like e-commerce, advertising, and lead collection.

Platform Advantages:

Douyin is increasingly used by procurement professionals and industry practitioners to discover product information. Its engaging video format is ideal for showcasing equipment demos and industry case studies. With enterprise accounts, live streaming, and form-based ads, Douyin facilitates efficient lead capture, while its sticky user base supports long-term fan engagement and relationship building.

How to Excel in B2B Marketing in China on Douyin:

• Compelling Video Content: Use an enterprise account to share product demonstrations, case studies, and technical explainers, highlighting product benefits and applications.

• Lead-Generating Ads: Deploy in-feed ads or form-based ads to drive private messages or contact form submissions, streamlining lead acquisition.

• Interactive Live Streaming: Host live sessions to present product solutions, engage viewers in real-time, and accelerate conversions through direct interaction.

• Amplify Reach with Dou+: Promote high-performing videos using Dou+ to expand exposure, enhance brand influence, and attract a wider audience.

Choose STAiiRS for Professional B2B Marketing in China

China’s B2B market offers unparalleled opportunities but also unique challenges. Therefore, success requires crafting a localized brand identity and engaging high-intent buyers. Moreover, nurturing private domain traffic is equally essential. To achieve this, brands need deep market insight and agile strategies. Whether leveraging leading platforms like Alibaba or using social media channels such as WeChat, Baidu, and Zhihu, brands must build a seamless marketing ecosystem. Ultimately, this approach is critical to earning trust and securing orders from Chinese clients.

Partner with STAiiRS, China’s trusted online marketing expert, to unlock your B2B strategy’s full potential. With deep expertise in B2B digital marketing in China and platform dynamics, STAiiRS helps brands develop tailored strategies that truly resonate with Chinese buyers. Moreover, it enables precise targeting and optimized campaigns to generate high-quality leads. Additionally, STAiiRS works to elevate brand authority across key digital and social platforms. As a result, brands achieve measurable business growth in China’s competitive market.

Let STAiiRS be your bridge to success in China’s B2B market. Contact us today to transform your marketing vision into results!