How to Do Account-Based Marketing in China

September 12, 2025

Account-Based Marketing (ABM) is a proven B2B strategy worldwide. It aligns marketing and sales to target high-value accounts with personalized campaigns. In Western markets, it works well thanks to mature data ecosystems, digital buying journeys, and permissive privacy laws.

But in China, ABM doesn’t work the same way. If your brand is looking to generate quality B2B leads in China, you need a localized strategy built for China’s rules, platforms, and buyer behaviors.

Why Traditional ABM Fails in China

1. Fragmented Data Ecosystems

  • Western ABM uses aggregated data across LinkedIn, CRM tools, and third-party providers.

  • In China, platforms like WeChat, Baidu, and Alibaba are closed ecosystems. No API access, no cross-platform tracking.

  • There’s no reliable way to build a full customer profile across touchpoints.

2. Hybrid Engagement Model

  • In the West, most B2B journeys happen online.

  • In China, 70% of key B2B decisions still involve offline touchpoints—trade shows, events, face-to-face meetings.

  • ABM’s digital-only approach leaves gaps in coverage.

3. Strict Data Compliance

  • China’s data laws don’t allow “legitimate interest” for data collection.

  • All data usage needs explicit consent and security assessments.

  • ABM campaigns that rely on multi-source data collection face high compliance risks.

4. Mismatch in Buyer Behavior

  • Western clients expect long-term nurturing.

  • Chinese decision-makers want fast, relevant communication.

  • ABM’s long cycles often miss the moment of interest.

A Better Alternative: Media Buying for B2B in China

B2B media buying works better in China. It uses industry-specific media platforms to reach target audiences with precision and compliance.

1. Leverages Built-In Industry Data

  • Media platforms already collect behavior data from users in specific industries.

  • No need to combine or transfer data across platforms.

  • You get precise targeting based on years of focused content and event engagement.

2. Supports Online-Offline Integration

  • These platforms run digital content hubs and offline events.

  • Your brand appears in newsletters, webinars, trade fairs, and white papers.

  • It builds trust through consistent presence across the buying journey.

3. Built-In Compliance

  • Trusted media platforms follow China’s data protection laws.

  • You don’t handle data directly.

  • You use platforms that are already authorized to engage users under strict regulations.

4. Faster Time to Engagement

  • Media buying matches the fast-paced B2B cycle in China.

  • Reach decision-makers while they’re actively researching or attending events.

  • Skip the long ABM workflows and engage real prospects at the right moment.

Key Takeaway

Traditional ABM isn’t built for China’s digital landscape. Media buying is. It respects platform boundaries, meets legal standards, integrates with offline touchpoints, and delivers leads quickly.

If your goal is B2B growth in China, shift from ABM to localized media partnerships.

Need help building a China-ready B2B lead generation strategy?

Contact us to explore data-compliant, platform-native campaigns tailored to your target industries.

You may also like

From SEO to GEO: Why Brands Are Optimizing for AI

August 1, 2025

As artificial intelligence tools become part of daily digital life, one clear trend is emerging in China’s digital marketing landscape: the shift from SEO (search engine optimization) to GEO (generative engine optimization).

This pivot comes as AI chatbots increasingly influence how users discover brands, products, and services. Instead of searching on Baidu or Google, users now ask AI tools directly—and AI recommendations are shaping consumer decisions in real time.

What is GEO?

GEO, or generative engine optimization, refers to the practice of crafting digital content that is more likely to be selected and quoted by AI chatbots in their responses. Rather than simply optimizing for keywords and backlinks, GEO content is structured for AI understanding, credibility, and context.

This means:

  • Including data-backed insights

  • Referencing real-world use cases

  • Clearly explaining product categories or market positioning

  • Publishing on trusted third-party platforms, not just official brand channels

Why This Matters for Brand Visibility

When AI assistants make product or service recommendations, they are perceived as neutral and authoritative. If a chatbot suggests a brand, it’s often taken as a soft endorsement—especially if the user screenshots the result and shares it on social media platforms like Xiaohongshu.

With AI-powered discovery gaining traction, brands not showing up in these responses risk losing organic visibility to more AI-optimized competitors.

AI Changes the Content Game

In the traditional model, content was created for people and optimized for search engine crawlers. Today, it’s increasingly about content for AI first—ensuring that generative models can interpret and trust the material.

Unlike search engines that often highlight official brand sites, AI bots pull from a wider mix of sources, including:

  • Blogs

  • Wikis or knowledge bases

  • Mapping and directory services

  • Social content or review-based platforms

What Makes Content AI-Friendly?

Marketers are beginning to adapt to this shift. GEO-friendly content usually follows a few best practices:

  • Informative and structured: Avoid fluffy marketing language; instead, offer factual descriptions and practical value.

  • Published externally: Content hosted on third-party platforms is more likely to be cited.

  • Localized for Chinese AI platforms: Content in Simplified Chinese, hosted in China, or on locally recognized domains has greater traction.

  • Rich in context: Clarify the industry, use case, and value proposition in detail.

Why Brands Are Making the Switch

Traffic from traditional search engines is steadily declining. Platforms like Douyin, Xiaohongshu, and WeChat Channels have captured consumer attention, and now AI chat tools are taking it a step further, acting as personalized content curators.

Some companies are even rethinking their entire marketing stack after seeing competitors showcased in AI responses. This has prompted a new wave of investment into content strategies focused on AI discoverability rather than keyword density alone.

SEO Isn’t Dead—But It’s Not Enough

To be clear, search engines still play a role. For example, half of one major Chinese search engine’s quarterly revenue still comes from online marketing. But user behavior is shifting fast, and marketing teams are seeing up to five times more demand for GEO services than SEO in certain sectors.

Forward-thinking brands are already working on:

  • Updating blog formats to include structured takeaways

  • Creating educational resources that feel “AI quotable”

  • Publishing to content hubs beyond their own sites

Final Thoughts

As AI becomes a trusted advisor in consumer decision-making, brands must move beyond old SEO rules and think AI-first.

GEO isn’t just a buzzword—it’s a new way of ensuring your brand gets discovered, cited, and trusted in the age of generative AI.

Need Help with GEO in China?
Our team can help you transform your content strategy for the AI era—across blogs, product pages, and third-party platforms. Contact us to get started.

You may also like

Baidu vs Google: 8 Key SEO Differences You Must Know

July 18, 2025

When it comes to search engine optimization, most global marketers are well-versed in Google’s algorithm and best practices. But if you’re targeting the Chinese market, Baidu—the country’s leading search engine—requires a different approach altogether.

In this article, we break down 8 critical differences between Baidu and Google SEO to help you build a localized strategy that actually works.

1. Algorithm Structure: Keywords Still Matter on Baidu

While Google has moved away from meta keyword tags and flat structures, Baidu still uses them as ranking signals. Flat website architecture, accurate meta tags, and keyword density remain important for Baidu rankings. Brands entering China should revisit some “old-school” SEO tactics to align with local requirements.

2. ICP License: A Must for Serious Rankings

An ICP (Internet Content Provider) license is a major trust and compliance signal for Baidu. It’s issued by the Chinese government and is required for hosting a website in Mainland China. Without it, your visibility will be limited—even if your content is well-optimized. Most foreign brands work through a local partner to obtain this license or opt for a .cn domain hosted via a Chinese CDN.

3. Ad Platform Limitations: More Friction Than Google

Launching Baidu ads comes with more barriers than Google Ads. You’ll need to provide additional documentation, undergo account verification, and adapt to fewer ad format options. Campaign approval also tends to take longer. If you plan to invest in SEM, budget extra time for setup and approvals.

4. Different Payment Models: Upfront vs. Post-Billing

Unlike Google, which allows post-campaign billing and flexible budgets, Baidu operates on a prepaid model. Brands must pay an initial deposit and verification fee to activate their ad account. There’s also a minimum threshold for ad spend. If you’re entering the market for the first time, plan for this upfront investment.

5. Chinese Content is King

Baidu strongly favors Simplified Chinese content. Sites written in other languages—even Traditional Chinese—will rank lower. In addition to language, local hosting or Chinese CDN support improves page speed and indexing. Simply put: the more localized your content and infrastructure, the better your results.

6. Social SEO: Zhihu, Douban & Tieba Matter

Unlike Google, Baidu’s ecosystem incorporates results from Chinese forums and social platforms. Activity and keyword-rich discussions on Zhihu, Douban, and Baidu Tieba directly influence rankings. This means a hybrid content strategy—blending on-site SEO and off-site social content—is critical for success.

7. Mobile Optimization: Non-Negotiable

With over 65% of users accessing Baidu via mobile, speed and responsiveness are essential. Baidu prefers fast-loading AMP-like mobile pages and rewards sites that are optimized for China’s top mobile devices and browsers. Don’t expect your desktop-optimized Western site to perform well in this environment.

8. Local Backlinks Carry More Weight

Backlinks still play a big role in Baidu SEO—but with a twist. Baidu gives higher weight to inbound links from Chinese domains and strongly favors exact-match anchor text. Building a local backlink network via media outreach, directory submissions, and Chinese forums can significantly boost your search visibility.

Final Thoughts

A high-performing SEO strategy in China isn’t a simple translation of your Google playbook. It requires localization, compliance, and a firm grasp of Baidu’s ranking factors. By understanding and adapting to these key differences, your brand can gain meaningful visibility and connect with Chinese consumers in a truly relevant way.

Need Help Navigating Baidu SEO? Our team specializes in building effective search and content strategies for the China market. Get in touch to explore how we can support your next campaign.

You may also like

The Ultimate Guide to WeChat Search

May 30, 2025

WeChat has long been the cornerstone of digital engagement in China. With over 1.3 billion monthly active users, it’s more than a messaging app—it’s an ecosystem. One of its most powerful yet underutilized features is WeChat Search (搜一搜). As search behavior continues shifting from external engines like Baidu to in-app exploration, understanding how WeChat Search works is key for brand visibility in China.

What Is WeChat Search?

WeChat Search is Tencent’s internal search engine that enables users to discover content within the WeChat ecosystem. Think of it as China’s version of Google—but exclusively for content inside WeChat.

Users can type queries in the “搜一搜” search bar and receive results across:

  • Official accounts
  • Mini programs
  • WeChat Channels (视频号)
  • Articles
  • Moments
  • eCommerce
  • Brand zones
  • FAQs, encyclopedias, and more

WeChat Search delivers algorithm-curated, personalized results based on a mix of relevance, recency, and user intent.

Why It Matters More in 2025

Chinese users now search directly in WeChat for information, products, and services instead of opening Baidu. This internal behavior gives brands new opportunities to:

  • Bypass high SEM costs on Baidu
  • Build a self-contained, low-cost ecosystem
  • Gain organic exposure without ads

As of 2025, WeChat Search handles billions of monthly queries, especially across lifestyle, healthcare, e-commerce, and B2B queries.

Core Features of WeChat Search

1. Unified Search Index

WeChat aggregates results from:

  • Official accounts (公众号)
  • WeChat Channels (视频号)
  • Mini Programs (小程序)
  • Branded pages
  • News and encyclopedia (like Sogou Baike)

Results are customized by user behavior and platform activity, making organic content optimization essential.

2. Smart Search Results by Theme

WeChat Search organizes results into categories:

  • Brand or Product
  • Content (Articles, Channels, FAQs)
  • Services (Booking, Payments)
  • eCommerce (Mini Programs, group buys)
  • People (KOLs, brand representatives)

If users search “Nike,” for example, they’ll see Nike’s official account, mini-program, content, and videos—all in one place.

Ranking Factors in WeChat Search

The algorithm considers:

  • Account authority: Verified status and historical content quality
  • Engagement: Shares, likes, reads, saves
  • Content relevance: Keyword density, tags, and search history
  • Consistency: Frequency of posting and user interaction
  • Data from mini-program and Channels: Search presence now includes video, store reviews, eCommerce activity, and more

How to Optimize for WeChat Search

1. Create Consistent, Keyword-Rich Content

  • Use high-traffic terms in article titles and headers
  • Include relevant hashtags
  • Mirror trending search terms

Pro tip: Tools like Sogou Index and WeChat Index help identify trending queries in your industry.

2. Leverage Mini Programs and Channels

  • Tag your mini programs with keywords
  • Include search-optimized landing pages inside programs
  • Use Channels with SEO-friendly captions and hashtags

3. Set Up a Branded Search Zone

Brand Zones consolidate a brand’s:

  • Official Account
  • Mini Program
  • Channels content
  • Customer service tools

These zones appear as the top result when users search your brand, giving a Google-like knowledge panel inside WeChat.

4. Invest in WeChat Search Ads

For highly competitive keywords, paid placements appear atop organic results. These are keyword-based and can be targeted by:

  • Region
  • Gender
  • Interest
  • Device

Search ads drive traffic directly to articles, stores, or brand zones.

Final Thoughts: Why You Can’t Ignore WeChat Search

In a content-saturated China market, WeChat Search is now the home page of brand discovery. For both B2C and B2B marketers, it’s a critical SEO channel often missed in traditional planning.

Unlike Baidu, you’re not competing with the entire internet—only with other brands inside the app. With lower barriers to entry and stronger user intent, brands that invest early in WeChat Search optimization gain the upper hand.

Whether you’re launching in China or want to improve organic traffic and conversions, we can help. Let’s build a search-ready WeChat ecosystem that connects, converts, and sustains. Contact us to start planning your 2025 WeChat SEO strategy.

You may also like

Maximizing B2B SEO in China: The Strategic Role of Baidu Baike

May 9, 2025

When it comes to B2B digital marketing in China, most brands focus on platforms like WeChat. However, many overlook a powerful yet cost-effective asset that can significantly boost brand visibility, credibility, and SEO performance—Baidu Baike (百度百科).

What Is Baidu Baike?

Baidu Baike is China’s equivalent of Wikipedia, but it’s more than just an online encyclopedia. With nearly 300 million monthly homepage views and even more traffic from Baidu Search, Baidu Baike plays a crucial role in shaping brand perception and supporting search-driven research in China.

For B2B marketers, a well-maintained Baike page serves as an authoritative digital asset, offering Chinese professionals a credible first touchpoint when researching potential partners, vendors, or service providers.

Screenshot of the Baidu Baike page for GIC, the Government of Singapore Investment Corporation, showing company introduction, details, and related video.

GIC’s official Baidu Baike page serves as a strong example of how foreign organizations can build credibility and improve search visibility in China.

Why Baidu Baike Matters for B2B Marketing

  • Search Visibility: Baidu Baike entries rank highly on Baidu, improving your organic SEO performance.

  • Credibility Boost: A professional Baike page adds legitimacy and positions your brand as a trusted source of information.

  • Lead Generation Support: It helps prospective clients or partners validate your business before making contact.

  • Content Ecosystem Integration: Baidu Baike links seamlessly with other Baidu properties like Zhidao, Baijiahao, and Tieba.

How to Create a Baidu Baike Entry in 2025

  1. Register a Baidu Account

    • Required for submission. You’ll need a verified Baidu account, typically with a Chinese phone number.

  2. Check for Existing Entries

    • Search your brand in Baike to ensure no duplicate entries exist.

  3. Draft a Structured Entry

    • Include your company’s history, services, milestones, and leadership details in simplified Chinese.

  4. Cite Reliable Sources

    • Reference Chinese-language news outlets, government publications, or academic sources to validate your content.

  5. Submit for Review

    • Baidu’s editorial team will review and approve your entry before publishing.

5 Proven Strategies to Maximize Baidu Baike’s Value

1. Create a Structured, Professional Entry

Write your page like a Wikipedia article with a clean layout, well-defined sections, and neutral language.

2. Optimize for Baidu Search

Use industry-relevant keywords, highlight your Chinese brand name, and include internal Baike links to related concepts or categories.

3. Leverage Baidu’s Content Ecosystem

Link your Baike page in:

  • Zhidao Q&As

  • Baijiahao articles

  • Tieba forums

  • SEM ads and Baidu Brand Zone

4. Keep Your Entry Updated

Regularly refresh your page with new milestones, product launches, and verified information to maintain credibility.

5. Use Third-Party Mentions as References

Leverage mentions by KOLs, journalists, or platforms like Zhihu as credible references to strengthen your Baike content.

Final Thoughts

As search-driven research continues to dominate B2B buyer behavior in China, Baidu Baike remains one of the most underrated digital assets for foreign brands. Investing in a credible, well-optimized Baike page can help your brand build trust, visibility, and lead generation potential in the world’s largest online market.

Need help with Baidu Baike or your B2B China marketing strategy? Contact us today to learn more.

You may also like

6 Keyword Categories Every Brand Needs for Xiaohongshu Success

April 24, 2025

Understanding Xiaohongshu’s dual-track content distribution—discovery and search—is crucial for any brand looking to optimize its keyword strategy. On the “Discovery” page, the algorithm matches content quality with user interests, casting a wide net for potential reach. Meanwhile, the “Search” page is where users enter specific keywords—direct signals of intent—allowing for precise targeting.

These two ecosystems are closely linked. If your note achieves high click-through rates from search, Xiaohongshu’s system will then recommend it to more similar users, creating a “search exposure → interaction → discovery recommendation” flywheel effect. This explains why a post with little initial traction can suddenly explode months later: as your keyword strategy steadily surfaces content to new audiences, accumulating clicks will eventually trigger the algorithm’s next-level recommendations.

Many brands rely solely on brand, category, or pain-point keywords—but this isn’t enough. Effective keyword planning starts with understanding the user’s decision process.Below, we break down the six must-use keyword categories every brand should incorporate into their Xiaohongshu strategy with actionable content tips for each.

1. Category Keywords – Sparking Initial Interest

These are broad terms like “electric toothbrush” or “hydrating essence.” Users searching these are just beginning to explore a solution.

Content Tip: Create product comparison guides, “how to choose” lists, and expert overviews to position your brand as an authority from the start.

2. Pain-Point Keywords – Targeting Strong Motivation

Keywords such as “yellow teeth,” “blackheads,” or “cakey foundation” reveal urgent, specific problems.

Content Tip: Use before-and-after tutorials, real-user stories, or quick-fix hacks that put the problem and your product’s solution front and center.

3. Scenario Keywords – Contextualizing Your Value

Searches like “travel-friendly,” “workout-proof makeup,” or “summer skincare” show users are thinking about practical usage scenarios.

Content Tip: Highlight your product in situational lists (“Best gym bag essentials,” “Must-haves for business travel”), matching benefits to real-life moments.

4. Competitor Keywords – Winning the Final Decision

Terms like “Usmile vs. Philips” or “best foundation for oily skin” indicate a user is comparing options and ready to buy.

Content Tip: Publish side-by-side comparison tables, influencer “battle” reviews, or test results that clearly show your strengths over competitors.

5. Demographic Keywords – Precision Targeting by User Group

Tags like “student budget skincare,” “sensitive skin routine,” or “petite fashion finds” let you target niche audiences in a crowded market.

Content Tip: Develop campaigns for specific groups (e.g., “Dorm room beauty hacks for students”) using relatable settings and tailored product combos.

6. Long-Tail Keywords – Unlocking Niche Demand

These hyper-specific phrases (“orthodontic toothbrush for teens,” “pregnancy-safe face masks”) may have lower search volume, but much higher conversion rates.

Content Tip: Create deep-dive content for each long-tail keyword—listicles, guides, or solution stories—to capture these motivated, under-served segments.

Want help optimizing your Xiaohongshu keyword strategy? Contact us for tailored, expert support that drives results.

You may also like

Douyin for B2B: Unlocking New Growth Opportunities in China

April 11, 2025

As the B2B marketing landscape in China rapidly evolves, staying ahead means understanding where your audience spends their time—and increasingly, that place is Douyin. Once considered primarily a B2C platform, Douyin is now gaining significant traction among B2B marketers looking to connect with China’s next generation of decision-makers.

Why Douyin Is Emerging as a B2B Marketing Powerhouse

With 743 million Monthly Active Users (MAUs) and strong penetration in Tier 1 and Tier 2 cities, Douyin has become the third most-used social media platform by multinational corporations in China, after WeChat and WeChat Channels.

So, what’s fueling this growth?

  • Changing Buyer Behavior: Millennials—now key B2B decision-makers—prefer self-guided research over sales calls. They seek engaging, short-form content to inform purchasing decisions.
  • Smart Recommendation Algorithms: Douyin’s algorithm ensures that your content reaches the most relevant users, increasing targeting efficiency and lead quality.
  • Immense Reach: The platform’s scale and format offer unprecedented brand visibility, especially at the top of the funnel.

Key Benefits of Using Douyin for B2B Marketing

1. Massive Brand Exposure

Your brand can reach millions of professionals—many of whom are actively involved in procurement and decision-making.

2. Highly Engaging Content Format

Douyin’s short-form video format is perfect for showcasing product use cases, customer success stories, or industry trends in a digestible, entertaining way.

3. Two-Way Engagement

Comment sections and DMs allow for direct interaction with prospects—something not easily achieved through traditional B2B channels.

How to Do B2B Marketing Effectively on Douyin

Create Short, Impactful Videos

Focus on content like:

  • Product demos
  • Thought leadership insights
  • Case studies
  • Behind-the-scenes of your company or product

Tell a Compelling Brand Story

Users connect with stories, not sales pitches. Humanize your brand with:

  • Founder stories
  • Team introductions
  • “A day in the life” at your company

Embrace Creative Formats

Douyin rewards creative content. Try:

  • Animation and explainer videos
  • Light-hearted skits or scenarios
  • Interactive Q&As or challenges

Best Practices for Douyin B2B Campaigns

  • High-Quality Production: Use professional visuals, crisp audio, and seamless editing to capture attention.
  • Active Engagement: Respond to user comments and messages promptly to build relationships.
  • Timely Content: Align content with trending topics, industry news, or product launches to stay relevant.

Case Study: JLL’s Douyin Strategy

Global real estate leader JLL used Douyin to build professional video profiles for their consultants. The result? More human, relatable connections with potential clients—boosting both individual engagement and overall brand perception.

Ready to Leverage Douyin for Your B2B Growth in China?

If your brand wants to tap into a fast-growing, digitally savvy B2B audience in China, Douyin is a powerful tool worth investing in. Contact us today to build a tailored Douyin strategy that drives awareness, engagement, and long-term value for your business.

You may also like

WeChat: China’s Most Sustainable E-commerce Platform

March 20, 2025

For foreign brands entering the Chinese market, discussions around digital marketing often focus on the latest trending platforms like Douyin and Xiaohongshu (RED). While these channels generate significant buzz, WeChat remains the most critical and enduring digital platform in China.

Despite not always being in the spotlight, WeChat continues to be the country’s most widely used app and an indispensable tool for brands aiming to build lasting relationships with consumers. Unlike major e-commerce marketplaces such as Tmall and JD, which demand high advertising spend and platform commissions, WeChat provides brands with a lower-cost alternative for customer acquisition, direct engagement, and complete ownership of consumer data.

WeChat: More Than Just a Messaging App

Originally launched as a messaging app, WeChat has transformed into an all-encompassing digital ecosystem, offering brands multiple avenues to engage consumers:

  • Official Accounts – A powerful tool that functions like a combination of a website, blog, and email marketing system, enabling brands to share content, interact with users, and build a loyal community.
  • Mini Programs – Embedded apps within WeChat that provide seamless e-commerce, customer service, and loyalty features without requiring users to leave the platform.
  • WeChat Pay – An essential mobile payment system that dominates China’s cashless economy.
  • WeChat Channels – A short video and livestreaming feature that competes with Douyin and Kuaishou, offering brands an opportunity to engage users organically.
  • WeChat Groups – Exclusive communities where brands can foster deeper engagement and collect valuable consumer insights.

This extensive ecosystem enables users to consume content, interact with brands, and complete purchases all within a single platform, making WeChat an indispensable tool for digital commerce in China.

WeChat as a Digital Storefront for Brands

Unlike in Western markets, where consumers typically turn to Google or a company’s website for brand information, Chinese consumers often search directly on WeChat. This makes WeChat the go-to platform for discovering brands, learning about products, and engaging with customer service.

For many businesses, WeChat effectively replaces the need for a traditional website. However, many foreign brands underutilize their WeChat presence, with outdated content, inactive accounts, and broken links reducing engagement. Keeping a WeChat Official Account updated and interactive is as important as maintaining a website in other markets.

A Fully Owned Channel for Brands

One of the biggest challenges for brands operating in China is balancing the high cost of customer acquisition with long-term retention. Unlike Tmall, JD, and Douyin, where brands must constantly pay for visibility, WeChat allows businesses to build and nurture their own audience. This offers several advantages:

  • Lower Customer Acquisition Costs – WeChat provides a cost-effective alternative to traditional e-commerce platforms, where brands must bid for visibility.
  • Full Data Ownership – Unlike marketplaces that control customer data, WeChat enables brands to collect and analyze user interactions directly.
  • Seamless Omnichannel Integration – WeChat bridges online and offline engagement, making it easier to connect with consumers across multiple touchpoints.

For brands looking for a long-term, cost-efficient strategy in China, WeChat presents a powerful direct-to-consumer (D2C) model.

WeChat’s E-commerce Evolution

While platforms like Douyin and RED attract attention with viral trends, Tencent has been steadily enhancing WeChat’s e-commerce capabilities. WeChat Channels has emerged as a significant competitor to Douyin’s short video and livestream shopping ecosystem.

WeChat has streamlined merchant onboarding, simplified the sales process, and expanded commerce features to allow product purchases across multiple touchpoints—including posts, search, chat, and even gifting features. These improvements have led to substantial growth:

  • A 3x increase in active sellers last year
  • A 200% surge in total sales volume

This growth signals that more merchants are seeking sustainable alternatives to traditional e-commerce marketplaces and that consumers are increasingly shopping within the WeChat ecosystem.

Where Should Brands Focus?

Many international brands question whether WeChat should be prioritized over newer platforms like Douyin and RED or traditional marketplaces like Tmall. The answer depends on a brand’s objectives:

  • Douyin & RED – Best for brand awareness, viral content, and impulse-driven sales.
  • Tmall & JD – Ideal for reaching high-intent shoppers and providing an official retail presence.
  • WeChat – Most effective for fostering long-term engagement, driving repeat purchases, and building brand loyalty.

A well-rounded China digital strategy should leverage multiple platforms, utilizing each one’s strengths to target consumers at different stages of their journey. WeChat remains a key pillar of this strategy, particularly for brands looking to develop a sustainable, direct-to-consumer business model.

Leverage WeChat for Sustainable Growth in China

Navigating China’s complex digital landscape requires a tailored approach. Whether you’re looking to enhance your WeChat strategy or integrate it into a broader digital marketing plan, our team can help you optimize your presence and drive results.

Contact us today to explore how WeChat can support your brand’s long-term success in China.

You may also like

How to Market to Affluent Chinese Female Travelers Using RedNote

March 14, 2025

With China’s outbound travel sector rapidly rebounding, affluent Chinese female travelers are emerging as a key consumer segment. These high-spending tourists prioritize premium experiences, luxury accommodations, and unique cultural activities. For brands looking to attract this audience, Xiaohongshu (REDNOTE) has become an essential marketing platform.

 

Why Xiaohongshu Matters for Affluent Chinese Travelers

Xiaohongshu is a hybrid between a social media platform and an e-commerce site, where users share travel experiences, lifestyle tips, and product recommendations. With over 70% of its users being female, Xiaohongshu is the go-to platform for affluent Chinese women planning their international trips.

Consumer Profile: Who Are Affluent Chinese Female Travelers?

  • Age Group: Typically between 25-45 years old
  • Income Level: High-income professionals, entrepreneurs, and luxury shoppers
  • Travel Style: Preference for luxury hotels, private tours, and high-end shopping
  • Decision-Making: Rely on user-generated content (UGC), influencer reviews, and community recommendations

Top Travel Trends Among Wealthy Chinese Female Tourists

  • Luxury & Boutique Hotels – They prefer unique, high-end accommodations over mainstream options.
  • Wellness & Adventure Travel – Activities like skiing, spa retreats, and cultural immersion experiences are in demand.
  • Shopping Tourism – Designer boutiques, tax-free shopping, and VIP experiences attract these travelers.
  • Food & Wine Experiences – Michelin-starred dining and exclusive wine-tasting tours are highly valued.

Marketing Strategies for Xiaohongshu

1. Partner with Travel & Luxury KOLs

  • Work with travel influencers who specialize in high-end experiences.
  • Ensure the content feels authentic and experience-driven.

2. Leverage UGC and Community Reviews

  • Encourage satisfied travelers to share posts and reviews.
  • Utilize branded hashtags and challenges to boost engagement.

3. Optimize Content for Search & Discovery

  • Use trending keywords like “luxury travel,” “boutique hotel,” and “exclusive experience.”
  • Ensure posts include high-quality visuals, engaging storytelling, and actionable travel tips.

4. Run Targeted Xiaohongshu Ads

  • Utilize precise audience targeting to reach high-net-worth individuals.
  • Focus on interest-based placements related to travel, luxury, and lifestyle.

If you’re looking to attract high-spending Chinese travelers and maximize your brand’s impact on Xiaohongshu, we can help! Our team specializes in Chinese digital marketing, content creation, influencer collaborations and media buying to help you connect with the right audience.

You may also like

5 Key B2B Marketing Predictions for 2025: How to Stay Ahead

February 14, 2025

As we move into 2025, the B2B marketing landscape is set for transformative changes. From the rise of influencers to AI-driven marketing innovations, staying ahead of these trends is crucial for maintaining a competitive edge. In this blog, we’ll explore five key B2B marketing predictions for 2025 and actionable strategies to help businesses adapt and thrive.

1. The Rise of Creators and Influencer Marketing

Influencer marketing is no longer just a B2C strategy—B2B brands are rapidly embracing creators to build trust and credibility. According to LinkedIn, 61% of B2B leaders plan to increase their influencer marketing budgets. With the Creator Economy projected to reach $500 billion by 2027, now is the time for B2B brands to tap into this growing market.

Actionable Tip: Partner with industry-specific influencers and content creators who align with your brand values. Leverage their reach to engage prospects and generate high-quality leads through authentic storytelling.

2. AI Will Revolutionize B2B Marketing

AI is becoming a game-changer in B2B marketing, with 64% of B2B leaders planning to expand their investment in AI-driven solutions. From automating customer interactions to enhancing content personalization, AI is reshaping the way marketers create and optimize campaigns.

Actionable Tip: Implement AI-powered tools to enhance creative processes, streamline workflows, and generate data-driven insights that improve campaign performance.

3. Short-Form Video Will Dominate Content Strategies

Short-form video continues to gain traction, delivering high engagement and trust. Studies show that 55% of B2B marketers report the highest ROI from short-form social videos, while 63% of B2B buyers rely on video content to inform their purchasing decisions.

Actionable Tip: Invest in short-form video content that features industry experts, customer testimonials, and educational insights. Platforms like LinkedIn, YouTube Shorts, and TikTok for Business offer powerful distribution channels for reaching your target audience.

4. Performance Marketing Will Shift Toward Long-Term Impact

While performance marketing remains a priority, brands are shifting focus to measuring long-term effectiveness. Ebiquity’s 2025 Media Budgets Survey highlights that 42% of marketers are increasing their performance marketing budgets, but with a growing emphasis on long-term brand-building.

Actionable Tip: Leverage AI-driven analytics tools to track and optimize campaign performance. Balancing short-term ROI with long-term brand growth ensures sustainable success.

5. Collaborative Problem-Solving Will Be Essential

As B2B marketing becomes more complex, collaboration and human-centric skills are gaining importance. LinkedIn’s Marketing Jobs Outlook Report notes a 138% increase in demand for collaborative problem-solving skills between 2021 and 2023.

Actionable Tip: Build a culture of collaboration within your marketing teams. Invest in training programs that combine creative execution with AI-driven solutions to navigate evolving challenges effectively.

Final Thoughts

Adapting to these key B2B marketing trends in 2025 will be critical for staying ahead of the competition. By leveraging influencer marketing, AI innovations, video content, long-term performance strategies, and collaborative problem-solving, businesses can drive meaningful engagement and growth.

Looking to optimize your B2B marketing strategy for 2025? Contact us today to explore customized solutions tailored to your business needs!

You may also like