When I saw this b2b marketing in China question, I first thought it was a specialized question, and whether I put it in Quick QA or discuss it more closely as an in-depth topic. But it wasn’t until I searched for the question on Google and went through the top-ranked content one by one, that I realized that none of the available results were passable.
I’ve spent some time working in some of the best 2b companies in China; I’ve also been exposed to some industries that need and value 2b marketability the most in China; that experience and knowledge match this question very well. My answer does not come from any AI or search engine, but only from my work experience and understanding of this market.
OK, let’s quickly get to the point.
Most 2B projects involve a full bidding process, where after you submit your proposal, a team of reviewers will score you and ultimately determine the muscle share based on the score. It’s like you need to take an exam with other competitors organized by a king, and if you succeed you get to marry the princess, and if you fail you are banished from the kingdom.
Of course, this is not a fairy tale, you can’t have the qualities and abilities that far exceed those of your competitors. So you need to know the rules of the competition in detail, or even better, enough in advance, which requires you to have a good source of information, which is the most basic resource; after that, if you can have the opportunity to know the rules early, or even influence the rules of the formulation, you will have a greater possibility to marry the princess.
Prerequisites for B2B Marketing in China
China since ancient times, under the concept of the unity of heaven and man, has paid more attention to the relationship between people. So in China, the foundation of B2B marketing is customer relationships.
- If you’re an unknown small company with a B2B business, strong customer relationships are the cornerstone of your survival.
- If you’re a well-known brand with good industry recognition and reputation, customer relationships can help you secure better market opportunities and business profits.
- If you’re a leader in your industry, high-quality customer relationships can help you push competitors out of the market early.
Therefore, without the support of customer relationships, any B2B marketing efforts you make are likely to be ineffective.
Common Activities for B2B Marketing in China
Next, let’s assume that you already have some ability to develop customer relationships, or even better, you already have good customer relationships. So, how to do b2b marketing in China? I will briefly introduce it for your reference.
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Industry activities
It doesn’t necessarily have to be a well-known trade show, such as Auto Show, Comic Con, etc., because that’s more of a brand 2C thing. I mean the vertical industry events in your industry, which only industry insiders, experts, third-party organizations, etc. will participate in.
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Industry experts endorse and support
For example, if you are in the healthcare industry, then get some high-level doctors, experts, and especially heads within industry segment organizations who endorse your thinking and support your product/solution. It’s like you’re getting recognition and support from the prime minister, which will make an impact in many places.
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Showcase project
To create an effective showcase project, rely on projects that have been delivered with strong customer relationships and distinctive features. This project should be more than just a success story—it should act as a showroom where you can bring potential clients to observe and learn from real business experiences.
Ideally, the project should be influential, either because the client is prominent in the industry or the technology used is advanced. If there are multiple candidates, choose one that is easily accessible and has appealing surroundings. This will not only enhance the visitor experience but also increase the success rate of your customer invitations, as visitors will appreciate a pleasant and informative tour.
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Company showroom
It is simple, any customer who wants to allow you to project, to confirm that you are strong enough. Then when coming to your company to visit, a cleverly designed, stunning showroom will let the customer in the heart of your high opinion.
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Industry assessment
If your product is required to compete with the performance, then coordinate the R&D and testing to strive for excellent results in the industry evaluation.
This is a very cursory, very brief talk about the topic. But I still find it more useful than most search results. If you like it, let me know, and I will continue to improve and enrich it.
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