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B2B Marketing in China

The question of how to market and sell to Chinese companies is one that is debated endlessly by foreign companies seeking to profit from the huge potential of the country.

Simply put, the way Chinese businesses perceive and implement Marketing strategies isvery different than how we do it in America. For example, Chinese put more emphasis on building solid relationships (guanxi) with potential clients and as a result the salesperson (broadly the principles of selling) are more widely respected in China. As a result,  Chinese business people consciously spend a great deal of time and energy nurturing such relationships. Though the ability to speak and understand English by the Chinese businesses is improving, they still prefer to receive direct mail material, emails, and websites in Chinese to make sure there are no misunderstandings.

Lot of Chinese businesses feel that “many Western companies don’t know our requirements; indeed they promote their product blindly. Of course, we want the machinery with comprehensive and precise function as much as possible. However, they always emphasize that their products are good looking. As for low prices, we care for it definitely, but quality is the most important for us.”
With that being said, we have listed below, in order of preference, what avenues the Chinese businesses prefer when marketing your products/services to them. 
  1. Exhibitions and conferences
  2. Email
  3. Online media
  4. Face-to-face meetings
  5. Phone calls
  6. Direct mail material
  7. Networking
A wide-ranging marketing and sales approach is required in China, with different activities complementing each other, and working at different times in different ways.

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