B2B in China: Guide To Lead Generation

One of the most crucial components of any B2B marketing plan is lead generation, and this is equally true, if not more so, for B2B in China. Additionally, it can be challenging to generate leads in China.

Understanding the customs and cultural quirks of the Chinese market is crucial for effective lead generation because the Chinese market is distinctive. We’re going to give you a tutorial on how to master lead generation in China in this blog post.

Although the B2B landscape in China is still mostly conventional, the phenomenal digital development of the past few years has transformed the way things are done for the numerous foreign firms striving to crack this rich market.

The internet has made it much simpler for B2B businesses to connect with the Chinese markets, but this success has also brought new difficulties because both domestic and foreign B2B businesses have adopted digital marketing.

Lead generation

You’re right; the Chinese web is a completely different thing from the western web. There is still censorship in place, and domestic actors are given preference over foreign ones, but if you want to succeed in China you have no choice but to conform and follow the rules.

Although it will be worthwhile because the market is expected to generate US$350 billion in deals by 2024, with a 30% y-o-y growth. If your business has neglected its digital marketing initiatives, this B2B in China Guide is for you.

Why? It’s time to incorporate new online communication channels so that potential customers may learn more about the services or goods they could require!

The customer experience relies on the internet

People may now more easily find information about goods and services thanks to the internet. Customers can debate their ideas, compare the various businesses that offer goods or services, and more.

Consumers can unite their complaints to challenge the policies and goods of a business that don’t live up to their expectations quite easily. Today’s consumers have very different experiences because they can independently research information online for free.

More than any other nation, China is a linked nation. More than 90% of Chinese purchasers begin their investigation online, which is astounding data. Although the material that is examined differs between B2C and B2B, the actions are the same.

Chinese consumers must conduct research before making a purchase, including international B2B marketplace, and they do this primarily online.

China’s e-mail marketing is ineffective

The methods of communication are substantially different in China from those in Western nations. In Western nations, email is the primary form of communication; however, in China, email is never viewed.

Chinese consumers, as well as in the Chinese B2B platform, prefer instant messaging services like WeChat. Email campaigns, newsletters, and other email marketing initiatives are pointless because nobody will read them.

Chinese consumers don’t check their emails frequently or don’t trust unsolicited emails, email marketing does not succeed in China. Instead, Chinese consumers prefer to use other channels. Additionally, when they do use email, they do not use the typical western email service.

Professionals assess potential business partners’ seriousness online

On the internet, Chinese professionals are widely available. They conduct extensive research, learn about potential partners, and study online.

Like individuals, professionals conduct a significant amount of research using search engines, particularly young professionals from China’s new digital generation.

The internet is used by 95% of industrial Chinese customers to find suppliers. To find low-quality products, businesses in the industrial sector frequently use e-commerce sites.

Simple steps to follow when beginning B2B in China

Learn about the market Do your homework and become familiar with China’s B2B environment. Who are the main participants? What principal trends exist? What are the problems that Chinese companies are trying to address?

To create a robust local partner network for conducting business in China, having a strong network of local partners is crucial. These partners can guide you through the region’s commercial environment, introduce you to new customers, and offer insightful information on Chinese culture and business procedures.

Create a specialized marketing plan. Creating a localized marketing plan that appeals to Chinese consumers is crucial for B2B sales success in China.


To conclude, customers in China have been taught to critically evaluate what they see in commercials and on social media. Consumers who don’t trust brands find it difficult to be impressed by anything and notice all kinds of issues everywhere. Therefore, it is necessary to continually reassure potential customers.

You could, for instance, stake your reputation on customer feedback and utilize it to win new business. In other words, you must include these commendable remarks on your website, in your marketing materials, or your advertising.

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