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.

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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.

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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!

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Ignite Your B2B Brand in China with the Power of Live-streaming

July 19, 2023

Welcome to the captivating world of live streaming in China, where businesses are transformed, lives are changed, and B2B can join in on the fun. Live-stream can sound like a daunting and stressful task for more traditional industries, but it doesn’t have to.

In this article, we will explore the incredible impact of live streaming for businesses and individuals alike. From revolutionizing B2B brands to boosting foreign trade, we’ll delve into the exciting realm of live streaming platforms and their role in shaping the Chinese market. So, get ready to embark on a thrilling journey that combines entertainment, education, and limitless opportunities.

 

Live Streaming: A Modern Twist to TV Shopping

Globally, live-streaming has breathed new life into TV Shopping, offering a contemporary twist that captivates audiences worldwide. It generated sales of $480 billion in China last year that are likely to jump 30% this year. 

B2B brands, usually considered to be on a more conservative side, are leveraging this dynamic medium to expand their reach and engage with customers on a whole new level both in China and beyond. In a survey conducted among Chinese B2B brands, 56% said that they plan to increase the budget for live-streaming video in the coming months.   

By harnessing the power of live streaming, businesses can showcase their products and services in an interactive and immersive way, leaving a lasting impact on viewers.

Live Streaming Channels

🤳 Check out our Introduction to WeChat Channels Live-Streaming

Boosting Foreign Trade through Live Streaming

Chinese manufacturers have discovered the immense potential of live streaming platforms in boosting foreign trade. Platforms like Alibaba.com, a leading global wholesale trade platform, have witnessed steady growth in cross-border business-to-business (B2B) trade through live streaming. 

In fact, during a recent trade event organized by Alibaba over 60,000 Chinese businessmen used cross-border live streaming to promote their products, attracting more than 700,000 foreign buyers. Viewers can witness the production process, product testing, and interact with hosts who speak multiple languages, including English, German, French, Spanish, Portuguese, Italian, and Arabic. 

This seamless communication and access to international markets eliminate constraints of time and location, fostering a truly global business environment. This trend has significantly contributed to the rebound in China’s foreign trade.

Can Western brands leverage live-streaming and reach their potential customers and partners based in China?

💼 10 Ways for a B2B Brand to Generate Leads on WeChat

Breaking Barriers for B2B Brands: Virtual Tours and Multilingual Experiences

Travel restrictions during COVID-19 seriously impacted the possibility of face-to-face meetings, trade show participation and factory meetings not only among overseas brands but also internally. That’s why Chinese companies acted fast and quickly adapted to obstacles. Virtual tours, industry conferences in metaverse, live-streaming shows and webinars quickly entered Chinese digital space and are here to stay. 

Since China’s reopening earlier this year, visitors can come freely to China. Nevertheless, new tools developed helped to break down geographical barriers and enabled brands to start and continue conversations online at their fingertips.

 

Live-streaming: What To Stream and How?

B2B brands can captivate their audiences through engaging live-streams on a myriad of topics. Whether it’s industry insights, product demonstrations, or thought-provoking discussions, live-stream events can offer a dynamic platform to connect, educate, and foster meaningful connections with clients and partners.

Themes:

  • New products and explanations of new features and functionalities
  • Frequently asked questions
  • Case studies
  • Tutorials
  • Behind the scenes: virtual tours, production process
  • Interviews
  • Trade shows

Because the Chinese digital ecosystem is vastly different from the global one, user behavior also varies considerably. However in this case it will work in your favor. 

Why WeChat Channels?

In China, users often don’t need to switch between different platforms and apps. Therefore if they already follow you on WeChat, you can send them a notification that a live-stream will take place and remind them just before it starts. It’s very convenient and helps to maximize effort. 

B2B Live Stream WeChat Santoni

Since most B2B brands build their brand hub on WeChat it’s the best choice to start live-streaming there as well (click here to learn more about WeChat for B2B sector). Thanks to the multitude of functionalities like live comments, customer service connection, and more, brands can bring their communication to the next level and truly get in a conversation with their followers.  On WeChat live-streams can be saved and watched later by your followers and newcomers. Recently our Head of Strategy, Miriam Dabrowa, shared her insights on how luxury brands can leverage WeChat Channels for live-streaming with JingDaily, you can read the full article here: A Luxury Brand Guide To Using WeChat Channels. Although, the article is dedicated to luxury brands, B2B brands can also learn and apply the key takeaways.

B2B Live Stream WeChat Santoni

⚠️Live-streaming from trade shows outside of China require applying to Tencent beforehand. You can contact us to support you on this.

🎥 See how you can get started on WeChat Channels – Guide for Beginners

The Fun Side of Live Streaming: Engaging and Entertaining

Live Streaming isn’t just about serious business—it’s also a realm of entertainment and engagement. This kind of content can seriously increase your credibility with authentic live content. Of course, professionalism should always be a priority but audiences look for valuable and interesting content first. 

The rise of live streaming in China has revolutionized the way businesses approach marketing and engagement. It has become a driving force in boosting foreign trade and facilitating cross-border business transactions.

Live Streaming not only breaks down barriers but also provides an entertaining and immersive experience for viewers. English-speaking WeChat users can now dive into this exciting world, where education, entertainment, and endless opportunities converge.

So, embrace the power of live streaming and unlock a new realm of business growth and engagement. Don’t miss out on this incredible journey that awaits you in the captivating world of live streaming in China. Also, don’t forget to check out article on Top 5 alternatives for LinkedIn in China you need to know now. For additional information, please contact at contact@thewechatagency.com.

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Case Study: AkzoNobel (B2B Management)

June 14, 2022

WHAT IS AKZONOBEL?

International Marine Coating is the flagship trademark of AkzoNobel’s Marine & Protective Coatings division, which employs over 5,500 people in over 60 countries.

THE SCOPE OF WORK

Major shipping firms such as Maersk, COSCO, and CMA CGM are among International Marine’s target customers.

Its main goal in China is to raise brand awareness and equity so that it may be regarded as a major player in the industry.

AkzoNobel - Content Creation China

AkzoNobel – Content Creation

As part of our retainer contract, we deployed a combination of strategic activities, including engaging with industry expert magazines to publish material from the brand on their WeChat account in order to acquire access to relevant audiences and the validation of well-established media in the market.

THE RESULTS

The 2 Magazine articles surpassed by 80% and 125% the brand’s best-performing owned article of the whole year among the relevant target audience.

AkzoNobel China

AkzoNobel – Hot Accounts Collaboration

IMPORTANT TO NOTE

These PR-like collaborations also serve as SEO backlinks, boosting the brand’s ranking in the SERP.

These collaborations have a short-term benefit of raising brand recognition among magazine readers who may not be familiar with the company, and a long-term benefit of improving SERP ranking.

 

If you wish to know more about WeChat and its various features, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

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