China Marketing in 2023
Looking towards a brighter 2023
The year 2022 was a challenging one for the China marketing scene, as the COVID-19 pandemic led to significant changes in the way businesses operated and marketed themselves. With trade shows and in-person meetings being largely off the table, companies had to find new ways to reach their target audiences.
One trend that emerged was the increased use of KOLs (key opinion leaders) and other influencers to promote products and services. These individuals have a large following on social media platforms such as WeChat and Douyin (TikTok), and they can help businesses reach a wider audience through their trusted recommendations. For B2B marketers, this took the form of trade publications – typically the WeChat versions.
B2B marketers also stepped out of the WeChat comfort zones and started to experiment with Douyin, Little Red Book and other more consumer-focused social media. One of the reasons being that the “walled garden” that is WeChat is a long, slow slog for new fans and growth – something that has always bedeviled China B2B marketers.
Companies also experimented with video and used the WeChat Channels video platform to supercharge their WeChat content efforts. We saw a rise in B2B clients taking advantage of video in a more systematic way as well – supporting them to take a larger “content zero” piece of content and break it into sizable chunks.
Another trend was the rise of webinars, which allowed businesses to connect with their customers and partners remotely. Some of our most successful clients incorporated webinars into their WeChat official accounts, providing a library of content, sometimes gated and sometimes available to the public.
Hybrid trade shows and digital-only trade shows did not make much headway, although at CIIE (China’s major import-export trade show), we saw many brands use live-streaming to reach their target audiences that could not attend the exhibition.
Looking ahead to 2023, it is difficult to predict exactly how the China marketing scene will evolve. With COVID-19 still a major concern and vaccination efforts ongoing, it is more than likely that digital channels – especially newer channels – will to play a significant role in how businesses reach their target audiences, even as trade shows start to re-surface.
However, as the pandemic hopefully comes under control and restrictions are lifted, it is possible that we will see a return to more traditional marketing methods, such as trade shows and in-person meetings. Only time will tell how the China marketing scene will adapt and change in the coming year.
Compared with mature markets, marketing in China seems to consist of a prism of shifting goalposts and rules. In fact, no one can seem to agree on the size of the field or even what the goals should look like. Add in B2B as a general industry descriptor and it’s even worse: many of the players seemingly just took to the field, and everyone seems to be out of position or wearing some kind of homemade uniform. Sometimes I feel like an old school referee, blowing my whistle at outrageous fouls, mostly in vain. Now that we’re all stuck in my sports metaphor, I’m forced to pull in the dreaded Word of the Year 2021: the marketing playbook. What does it look like in 2026 for B2B marketers who are ready to up their game and bring some real talent to the pitch? Let me start with what’s not working anymore. That old approach of building massive contact lists and carpet-bombing them with messages? It’s dead. Worse than dead – it’s actively damaging your brand. I’ve watched companies spend six months scraping contacts only to see their email domains get blacklisted and their WeChat accounts flagged within weeks. The Chinese market has moved on, and if you’re still thinking in terms of volume, you’re already behind. What replaced it is something the industry folks are calling “high-velocity trust.” Fewer leads, but the ones you get are already halfway to buying because they’ve done their homework and decided you might be worth their time. Chinese business buyers have become very good at filtering out noise. The Video Reality Check Here’s where most international companies get it wrong. They hear “video content works in China” and immediately produce slick corporate videos. Then they wonder why nobody watches past the first fifteen seconds. Corporate videos have their place, but there’s a new shift in video. What actually works is something borrowed from consumer marketing called Zhong Cao – “grass planting.” It means planting seeds of interest through authentic content instead of trying to close deals through videos. For example: an engineer explaining how a solution solves a specific problem, or a consultant walking through a real case study. One client had their technical lead create simple WeChat Channels videos explaining industry misconceptions. No production crew, no script. Within three months their qualified lead flow increased by 40 percent. The platforms that matter most right now are: WeChat Channels Douyin Xiaohongshu (Rednote) The Data Privacy Wake-Up Call If you’re still buying contact lists or scraping data, stop. China’s Personal Information Protection Law is now being enforced and creates real legal risk. The better approach is “earn it, don’t take it.” Create valuable assets that prospects want: Diagnostic tools ROI calculators Self‑assessment tools Expert webinars When done right, leads arrive already educated and ready for real conversations. WeChat: Not What You Think It Is Many international companies treat WeChat like LinkedIn. That’s wrong. WeChat is the operating system for Chinese business relationships. Successful companies build integrated systems: Official Accounts for credibility Private connections for relationship building Mini‑Programs for lead capture connected to CRM When marketing and sales operate inside the same WeChat ecosystem, leads stop falling through the cracks. The AI Search Complexity Baidu still matters, but AI platforms are now shaping how buyers discover vendors. Companies must appear across a broader “trust ecosystem” including media outlets, Zhihu, and industry portals. Strategic PR is becoming critical again. Media articles and expert interviews: Improve search visibility Provide shareable sales content Build credibility The Real Talk Conclusion B2B marketing in China feels chaotic because it is. But underneath the chaos there is a clear shift: From interruption → education From volume → value From control → trust Companies that build authority before demanding attention are winning. The payoff is higher‑quality leads, shorter sales cycles, and stronger long‑term relationships. Key Takeaways What is high-velocity trust in B2B marketing? High-velocity trust is a lead generation strategy where companies focus on building authority and educating buyers so that prospects arrive already informed and closer to purchase. Why does traditional B2B outreach fail in China? Traditional outreach fails because Chinese buyers filter marketing noise aggressively, and privacy laws such as China’s Personal Information Protection Law make mass scraping risky. Which platforms matter most for B2B discovery in China? WeChat Channels Douyin Xiaohongshu (Rednote) What role does WeChat play in B2B marketing? WeChat acts as the operating system of Chinese business relationships where discovery, communication, and deal discussions often take place. Why is PR becoming important again in B2B marketing? Industry media, expert interviews, and trade publications provide trust signals that influence AI search and vendor discovery. This article originally appeared in the China 2026 B2B Trends Report, available for download here .
The China 2026 B2B Trends Report covers all of the latest B2B Marketing strategies and tactics in China.
Podcast on China marketing featuring Harriet Gaywood
