Not every brand needs to go viral in China — here’s what matters more
Last year, I got chance worked with a niche B2B service provider — a focused and expert-driven team with a clear goal:
To support their Chinese consumer brand client, and build just enough awareness to be seen as a credible partner.
There was no need for millions of views.
No massive ad budget.
And no viral campaign.
So what did I focus on?
✔️ Creating a professional, bilingual online presence
✔️ Publishing thoughtful, brand-aligned content for Chinese platforms
✔️ Ensuring that potential Chinese clients could easily find, understand, and trust them
I help the client to:
- ✅ Set up and localized their official WeChat account
- ✅ Audited and updated their Baidu Baike (equivalent of wikipedia)
- ✅ Recommended an SEO strategy to improve organic search visibility
Although budget and timing limited further implementation, the foundation is now in place: a professional digital presence that their Chinese partners can reference, and a channel to support future co-branding efforts.
For B2B brands entering China, it’s not always about reach — it’s about relevance, trust, and being present where it matters.
💡 Takeaway:
When your Chinese client is the face to the public, your job is to back them up.
They need to show they’re working with professionals — that’s your value.
Another detail worth sharing — the client was invited to appear in their customer’s Douyin (China version of Tiktok) livestream. As a foreign professional service provider, their presence helped reinforce the consumer brand’s credibility and product quality in front of Chinese audience. This kind of visibility not only strengthens B2B relationships but also influences end consumers, potentially driving sales and trust through association.
Until next time,
Hongyu & the WeClick Team
Click. Communicate. Connect with China.
Leave a comment