After Linkedin is shutting down in China, it is even more true that you need to localize B2B marketing in China.

Western companies should develop further their capabilities to use Chinese digital solutions to succeed in China. Linkedin was used for B2B marketing to generate and nurture leads through content posting, sharing and interactions. B2B marketing can be done using WeChat.


When it comes to entering the Chinese market as a B2B company, reputation management must also be a key part of your strategy. As China is a digital market, on-line reputation is the one to develop.

Potential leads want to know they’re getting involved with a trustworthy, reputable company that is going to provide them with an exceptional product and service. One bad review can easily persuade any of those decision-makers to go with your competitor instead.

It’s important to remember that people talk about you online, even if you’re not yet online yourself. That’s why the first step to reputation management is monitoring online activity, so you know what is being said about you and where it’s being said.

Once you know what your brand presence looks like online, you can then communicate your brand message, give news about your company, establish yourself as a thought leader by publishing content on industry portals.


As there is no Google in China, you need use Baidu for your SEO strategy to generate leads.

Baidu SEO

Then you need nurture your leads during a certain period of time, B2B purchasing cycle is rather longer than in B2C.

Instead of doing it in LinkedIn, you need doing it on WeChat, the most popular social media in China. It is used for daily life but also for business.

A company doing business in China must be visible on WeChat to exist. The first step is to open a WeChat official account (different from personal WeChat account).

Through a WeChat official account, it is the perfect touch point for your company to connect with Chinese businesses.


While a strong online presence is vital, offline events such as conferences or meetings are still very important if it is possible– nothing beats having a conversation face to face.

It’s easy to keep in touch with clients – we recommend posting once a week about things like industry news, company news and company activities, all of which serve to show that you’re a thought leader in your industry, that you’re highly active and that you have a strong company culture.

You will use also another Chinese platform, Zhihu. It is the largest Q&A platform which aims to provide in depth insights from industry professionals. It is a good place to do content marketing. The audience of this platform is quite educated.

You can develop your brand awareness, demonstrate your authority, and educate your audience.

Zhihu has also great authority on Baidu and Sogou search engines.


WeChat is your Website

Do not forget that in China, WeChat is your website

If you are a big company, you can also set up a local Chinese Website, but Chinese people do not check them so much.

Create a comprehensive content to bring you the right audience and encourage sharing

Social media is about content. The right content will bring you the right audience. It has to be appealing, interactive and entertaining.
You need to encourage sharing the content to your audience.

WeChat should not be just company news. It must be also have educational and social features. To educate your audience is an excellent way to get leads in China.

Advanced search function

WeChat users can now search for any content using related keywords. Generally, Chinese people like to research, look at media articles or ask their friends about products or services they are interested in. This means that pushing out high-quality, useful content is essential to successfully market to other businesses. It allows you to showcase your brand

Personalised interactions

WeChat is a great for businesses to leverage if they are looking to build relationships and create stronger business partnerships in China. It is important to note that in with B2B, your target audience is not another business but rather someone who holds a certain position in that business. This means that driving a more personalised interaction is fundamental for WeChat B2B marketing.

Paid campaigns using WeChat Ads

For a new created account, utilizing paid options to give the account an initial boost is very effective, in particular for B to B

Join WeChat groups and Engage with your audience

WeChat groups are where people with the same interests exchange ideas. Find and join WeChat groups related to your industry, and share your best articles, cases studies and create stories to get more leads.

QR codes

Every WeChat official account has a QR code, which works as the “business card” of your WeChat account. The QR code can be used in exhibitions, brochures…

There are just some of the keys to do WeChat marketing for B2B and build-up your business community.

It is really important to localize your B2B marketing in China more than ever to get effective results.


Emotion Digital has a strong understanding of the Chinese market― we want to help you unleash your business’s potential to one of the largest populations in the world. Schedule your free consultation today.


China’s beauty and anti-aging market is ever growing and does not not show signs of slowing down, even we can see new trends in the anti-aging market.

In the western world, the majority of users of anti-aging products are rather middle-aged or seniors.

However in China, the biggest consumers are Gen Z and Millenials! They are looking for products to prevent the premature skin aging troubles due to the environment, smoking or other unhealthy habits. Asian skin is probably more sensitive to pollution, weather…

After Covid-19, health and safety are now key concerns of more Chinese citizens. This helps put more focus on products with natural and healthy concepts, or preventing the aging problems.

In China, the anti-aging market involves more options than just face cream. It includes preventatives and corrective procedures and surgeries, food supplements that promise to present youth within, as well as complex daily skin routines that involves various creams and serums.

skincare daily routines


Some major anti-aging market new trends are visible in China, and have been reinforced after Covid-19.

Premium products are rising in the anti-aging market

The popularity of premium anti-aging products keeps rising, especially among Millenials. Anti-aging products are relying on advanced technologies which helps western brands to take the leading role. Millenials are willing to pay for effective products to prevent the aging problems.

Aesthetic is part of anti-aging products new trends

Based on a report by Deloitte and Meituan, the Chinese aesthetic medicine market is estimated to reach RMB 311.5 billion in 2023. Among all the users, 20-35 age group accounts for 3/4 and the 20-25 age group’s share is steadily increasing.

Compared with working out, using skincare products, taking supplements, aesthetic medicine could be the most efficient means but also the most expensive ones.

Social media and the influencers culture are driving this trend. Many are willing to copy celebrities faces.

Aesthetic medicine can be through surgical procedures but also through, on surgical procedures .


Professional at-home beauty devices are becoming the new normal

It is obvious that the pandemic has accelerated the commercialization of professional at-home beauty devices. Moreover, more and more consumers tend to purchase premium professional beauty devices that are over RMB 3000. Among all the key functions of anti-aging beauty devices, Radiofrequency, Thermolift, Infusion, Microcurrent and Untrasonic rank top 5.

According to Mintel’s “China Beauty and Personal Care Report”, approx. 60% of female urban consumers within the ages of 20-49 in China are using at least one beauty device at home. These devices mostly include RF (radio frequency) devices, which had a 121% growth rate in 2020. Other popular products are microwave-based products and warm-up products.

Niche single-ingredient products are winning Gen-Z consumers

Gen Zs were born with better living conditions and are the most-educated generation yet. For them, there is no waiting to anti-aging – the sooner they start, the better off they will be. On the other hand, Gen Zs are also digital natives who know how to search for information and share their opinions via social media. They realize that anti-aging is not a myth – there are feasible means and reliable ingredients to treat aging.

After the pandemic, Weibo and XiaoHongShu users attached more importance to environmental protection and health related issues. They are more willing to do research on products and ingredients. Also, they are more likely to choose eco-friendly products with natural ingredients.

To prove this point, over 50% of Gen-Z consumers admit that they often favor plant-based skincare products

Cutting-edge aesthetic treatments boost demand for anti-aging products

More and more consumers take aesthetic treatments in order to counter aging and rejuvenate. There is no doubt that they will keep anti-aging products.

In regard to post-treatment skin-care, be it a serious treatment in a clinic or using at-home beauty devices, it is always about healing, anti-inflammatory, repair, protecting the skin from sun damage, and boosting nutrients. It is all about refreshing the skin by repairing the damaged cells, stimulating metabolism of the cells, and preventing further damage.

Thus, most aesthetic treatment users are starting to apply anti-aging skincare products.

anti-aging skincare


Western brands are still leading the anti-aging market in China.

New brands can succeed in the Chinese market if they are able to demonstrate some differentiation. Anti-aging market new trends are there to stay some years.

The first step is to assess the awareness and potential of your brand in China.

You need check the pulse of the market and search if any mentions of your brand on social media.how it reacts to your brand by checking your brand’s mentions on social media and e-commerce platforms. This also gives brands the opportunity to check the value they can add to the Chinese market. Nowhere more so than in China is it important to focus on a brand’s unique selling points.

Keep in mind that Chinese consumers care very much about product effectiveness, and they like products with concrete ingredients that target specific skin problems.

Once this is established, it is crucial for a brand to work on its identity and online exposure through multiple channels and touchpoints. Branding is key in China. You need to develop your on-line reputation through contents, influencers, collaborations. The most important platforms to achieve this are WeChat, Weibo, XiaoHongShu and Douyin.

Chinese social media

You need be able to create a community on social networks and engage your followers.

If you have a limited budget for marketing, having contents seeding on XiaHongShu might be the right approach. It is a good channel to start talking to consumers who are looking for new products. You will be able to get reviews, especially if you collaborate with a KOL , and start getting trust from the audience.


To be able to sell in the China market, you need to go through the registration process, unfortunately  the pre-market registration process is lengthy and complex.

However, selling products through cross-border e-commerce facilitates market entry since it bypasses regulatory and bureaucratic requirements (e.g., obtaining import licenses, registering and filing the products.

By selling online, foreign brands can focus solely on building brand awareness across various digital channels, while saving considerable time and financial resources.

It is possible to use the same platforms that the ones used for marketing such as WeChat, XiaHonhShu or Douyin by setting up an e-shop and start testing the market. It is most cost effective way to enter China market if you are not a big international brand.

WeChat eco-system for social selling


Emotion Digital has a strong understanding of the Chinese market― we want to help you unleash your business’s potential to one of the largest populations in the world. Schedule your free consultation today.