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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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everal organization or business actively tangled in the transaction of goods and services to the consumers is known as business. Operation between a manufacturer and a wholesaler often comes under Business to Business Marketing. Research and planning may seem obvious, but the unique dynamics of the Chinese market makes it even more of a necessity to have a deep understanding of the industry.  Taking a solid thoughtful of the Chinese B2B market will help ration the risks tangled with realizing various decision-based actions. Applying in Chinese marketing specialists can help fast-track this stage with dynamic insights, information, and knowledge into the multifaceted business factors that will influence how quickly you can market successfully to Chinese business buyers.


The business atmosphere in China is intensely uttered by the digital sphere. Taking a digital presence is vital for emerging a brand image and the status of a company. About 80% of adults in China's biggest cities already shop online and the majority of buyers look for information on the internet. Here are some of the most prominent B2B marketing trends in China. WeChat dominates social media, and the software is critical to business users, Use of mobile devices continues to increase, Newsfeed advertisements are growing in China .WeChat is a good example of how to strengthen B2B marketing efforts, Tencent data (2016). WeChat's network permits businesses to accept and pathway orders, provide rich and interactive product or service information, customer service, effective multimedia training and allow customers to find dealers, showrooms or other locations, to name a few. In business-to-business (B2B) markets, this role is carried out by the marketing and sales functions, whose marketers have considerable influence over organizational strategy, structure, and culture .Coff (1997).

In order B2B marketing strategy to thrive in China, businesses must focus on conveying a mold made Chinese website that is aimed and tested for mobile-friendly usage. Chinese buyers are accustomed to viewing persuasive sites with high-quality content in simplified Chinese. It is an essential way to promote your best business practice to potential buyers. Business to Business marketing helps in satisfying the needs/demands of other organizations, though primarily the need arises from the consumers/end users only. The number of internet users in China now exceeds 400 million, which makes China the world's largest online community. As such, most Chinese companies have a website and are increasingly using online and digital marketing as the principal means through which they communicate with their customers, Gao (2018) .China is the world's second-largest economy, but that seems destined to change within the next few years as the Asian country positions itself to take over the US, which is the world's largest economy. It is sure to continue on its path as a global growth machine, and understanding how to enter this enormous and intricate market has become critical to countries in the B2B domain. having established the fact that a viable website is crucial in Chinese business market  there are search engines that are important also in marketing your business to other business Baidu is the first big search engine in China and B2B circulation comes directly from online research. Buyers will primarily examine for keywords to find more information about a product. Pay per click (PPC) is also a good way to create leads in China. Gradual traffic can be the most influential and actual way to drive traffic. In order to optimize content for your target Chinese B2B audience, Baidu can be used as part of a longer-term and sustained marketing approach that links with other digital marketing strategies and will help your business grow at a much faster rate, Li (2017)  

China is the world's biggest e-commerce market, and this trend is projected to increase even further. Local platforms such as Alibaba's Taobao, TMall, and rule the e-commerce space in China. US enterprises aiming to sell goods on China's e-commerce platforms can opt to create a strong presence in the country, or they can use cross-border e-commerce to sell products directly from overseas Kantar (2016).User generated content (UGC) may not be fully automated like most content marketing tactics, but UGC initiatives can give companies the opportunity to collect valuable insight on engagement and navigation behavior. It's vital to inspire buyers and consumers that rely on your services to support your brand. Brand promotion will help define the value of your business and attract possible businesses and companions to become a part of the discussion.

Seventy-five percent of the B2C market is contributed mainly by to only two platforms – and TMall – while Taobao has near comprehensive control of the C2C market with 95 percent market share. Consuming the local platforms remains the most operative method to sell directly to Chinese online consumers because none of the western e-commerce players were effective in obtaining any important market share. There are several ways to effectively market and network your business in china, these include Conferences And Exhibitions, these are very important in china and very common these days where international companies and as well as local companies meet to exhibit their products and services, which is very crucial because such events are an excellent way of making initial contact with customers, and can also be a good means of moving a potential sales relationship forward relatively quickly.  They are a way of gaining trust, and are an opportunity for the target market to compare local and international offerings, establishing the supplier as ‘open'.  The events are an opportunity for potential customers to ask questions, and have the advantage of establishing the face-to-face contact which Chinese buyers value so much .Harris & Hardely (2017)

The other important aspect is the use of emails .Email is now the crucial means of communication for most Chinese company that regularly deals with foreign customers or suppliers. Email is tremendously important at all stages of the sales process, but mostly at the introduction stage – Chinese buyers incline to react positively to articulated, tailored email as a preface to a more detailed face-to-face discussion.  An email like that would usually be convoyed by a soft copy catalogue that gives general material on the supplier's offering. Although the level of English spoken in China is improving, sending a Chinese variety of company literature is regularly optional in order to grab a buyer's attention and avoid any likely misinterpretations. the other important way of business to business marketing in china is through blogging, Social Networking Sites, Online Communities, like  mentioned above  WeChat is a very strong tool is marketing .China offers good low-cost and actual promotion and marketing channels for both b2c and b2b sellers. A distrust of traditional media networks and advertising, along with the delicate significance of networking within Chinese society makes China especially suited to marketing through these types of social media. For example, many Chinese buyers and technical staff often use online communities to assess products and services they are planning to buy, Raychale (2018)

Connections and networking is the other most crucial part in business marketing in china which is referred to as guanxi, Chinese guanxi is acute to how Chinese companies do business, while the whole concept can be unfamiliar to many non-nationals.  Guanxi refers to one's network of personal relationships, which can be drawn on in a business context. Similarly, the concept of guanxi

Resources that business relationships can often transform into personal friendships, and indeed many Chinese businesspeople consciously spend a great deal of time and energy nurturing such relationships. Yang and Wang (2011)


Coco Gao (2018), essential guide to WeChat marketing for b2b  viewed October 2018.

Coff, Russell W. (1997),”Human Assets and Management Dilemmas: Coping with Hazards on the Road to Resource-Based Theory,” Academy of Management Review, 22 (2), 374-402.  Viewed November 2018.

Kantar. 2016. Chinese concerns about impact of social media continue to grow.  viewed on November 2018

Mathew Harrison and Mark hardly, marketing and selling to Chinese's business Viewed on October 2018

Raychale (2018) “5 Steps to Developing a B2B Email Marketing Plan”  viewed November 2018

Rebecca Li (2017)7 Baidu SEO Fundamentals B2B Marketers Need to Know.  viewed 2018.

Walk The Chat. 2016. WeChat impact report 2016: all the latest WeChat data. Viewed on October 2108.

.Zhilin Yang, Cheng Lu Wang (2011) “B2B marketing in a Guanxi context: Theoretical development and practices” Volume 40, Issue 4, Pages 489-652. Viewed October 2018

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