With over 1.17 billion users, WeChat has emerged as China's top social media platform. This multi-purpose messaging app offers a wide range of functions, making it the perfect social media channel for overseas B2B brands looking to break into the Chinese market. WeChat Official Account (“WeChat OA”) is a platform within WeChat that allows businesses, organizations, public figures, and individual channels to establish a credible presence to engage with different stakeholders. Due to WeChat’s massive number of users, WeChat OA is considered the essential social media platform to establish a digi ..read more

In the digital age, social media has become an integral part of our lives, connecting people across the globe. With a population exceeding 1.4 billion, China represents an enormous market potential for multinational B2B companies. China's social media platforms extend far beyond personal connections. They encompass a wide array of functionalities, including messaging, content sharing, e-commerce, and more. Leveraging these platforms effectively can drive brand awareness and growth. Thus, understanding the nuances of China-based social media is essential for effective marketing in this vast and ..read more

Earned media coverage is a sure way to build brand awareness and credibility among your Chinese audience. But the way media works in China is a mystery to many global marketers, and today, capturing the interest of Chinese journalists — who have no shortage of pitches — can be difficult. Gone are the days when media events, media tours, and tradeshows could easily generate some media coverage. These boots-on-the-ground media activities are, of course, being upended by the pandemic. With overflowing inboxes and Wechat but limited attention and time, Chinese journalists are forced to raise the b ..read more

Most global marketers know that having a plan is paramount for doing PR and marketing in any market; however, it can be challenging to navigate uncharted waters when facing an unknown territory like China, with a completely different business and digital landscape. Working with a PR agency provides expertise in navigating these waters – yet, it's crucial to have complete clarity on your goals, priorities, and the audiences you're targeting beforehand so that your PR investment can yield maximum returns. If you don't know where to start, the tips and one-page PR plan template below will help yo ..read more

When it comes to marketing a B2B brand in China, having a Chinese website is the essential first step to accessing the market. By having a website in Chinese, your brand becomes more accessible to your Chinese audiences, allowing them to find you on local search engines, as well as drive traffic to your social media platforms. In addition, having a Chinese website helps to make your brand appear more credible and trustworthy. Chinese people are more likely to trust a business that has taken the time to localize its website and translate the content into Chinese for them. By investing in a Chin ..read more

As one of the largest social media networks in the world and having over 1.17 billion users, WeChat is known as an essential platform for any B2B business seeking to reach its Chinese audiences. WeChat Official Account, or WeChat OA, is a brand’s central hub on WeChat and a powerful content marketing tool that allows brands to educate and engage with their Chinese audiences through a wide range of content. While every marketer knows the importance of building a presence with WeChat OA, only a few of them know how to create a successful WeChat OA strategy. In this blog post, we will walk you th ..read more

In marketing communications, as in business, a lack of planning leads to a lack of results. Fierce local competition and shortened customer attention span make it increasingly essential for businesses to hone in on their communications strategy ahead of time in order to craft effective messages that resonate with their audience and bring them closer to their objectives in China. In this blog, we’re exploring the top three marketing and communications trends we believe will set the tone for B2B brands in 2023 and beyond. Trend #1: Sustainability and ESG With countries joining forces to achieve ..read more

2023 is around the corner. And many global marketers are planning their regional marketing communications program for the year. While this all sounds exciting, the changing economy and looming recession have brought uncertainty to the process; and China’s ZERO COVID policy also adds a layer of difficulty to the mix when it comes time to execute these plans. When the economy takes a downturn, businesses of all sizes feel the pinch, and one of the first measures many teams implement as a response is to cut the marketing budget. Of course, it is easier to rally around a booming economy when the d ..read more

In today’s digital world, brands can easily translate and distribute a press release in many different countries through digital channels to reach their global audiences. And the same when it comes to China — it's often tempting to translate your global release into Chinese without carefully articulating the messages and language. However, simply translating your press release is unlikely to result in an effective PR piece for China. And there are some very good reasons why you shouldn't translate your press release. Here are just a few of them. 5 Reasons To Create a Press Release in Chinese I ..read more

9 Most Popular Owned Media Platforms for Content Marketing in China. The competition for earned media is becoming increasingly fierce for technology brands in the Chinese market. With an influx of stories in journalists’ inboxes and limited attention from local customers, tech and b2b brands need to invest in content marketing to increase online exposure and reinforce their messages. One way to increase exposure and foster brand awareness is by including content marketing in your strategy. Content marketing can help focus your communications, differentiate you from competitors, and elevate you ..read more