China offers significant potential for B2B companies, yet familiar Western channels such as Google, LinkedIn and email do not work in the Chinese market. To be visible and credible, businesses need digital assets that are built specifically for China. A digital asset like a China-optimised website or digital brochure gives decision-makers a fast, local and trustworthy way to learn about your organisation.
These assets form the foundation of a digital presence that supports every stage of the B2B acquisition journey.
Why digital assets matter
Most Western websites load slowly or fail entirely in China. This affects both discoverability and brand perception. A localised digital asset such as a Chinese website or a digital brochure for China helps overcome these barriers by ensuring your business:
- Loads quickly within China’s regulated network
- Uses simplified Chinese
- Is indexable on Baidu
- Aligns with Chinese user expectations in layout and navigation
A Chinese-facing digital asset acts as the official entry point to your brand. Without it, many prospects cannot find you or may question your legitimacy.
Supporting the B2B acquisition funnel
The Sinorbis Client Acquisition Journey shows that the buyer journey in China follows a similar structure as Western markets but must be executed with a localised approach on local channels. Here is how to build an approach that works across every stage of the buying journey and how to use digital assets effectively.
Top of Funnel: Building awareness
Chinese buyers usually begin their research on Baidu or social media. A digital asset enables you to:
- Appear in local search results
- Present your value in simplified Chinese
- Provide educational content that demonstrates expertise
It also gives you a landing point for QR codes, trade show collateral and paid campaigns, allowing your brand to stay visible beyond initial interactions.
Promoting your digital assets
Creating a Chinese digital asset is the first step. Actively promoting it through local channels ensures it drives measurable engagement.
Search engine optimisation (SEO):
Optimise for Baidu using simplified Chinese keywords, China-friendly hosting and metadata suited to Baidu’s indexing requirements.
Paid media:
Baidu PPC, social media ads like WeChat ads can drive targeted traffic to your landing pages or brochure. Campaigns can be linked to QR codes for clear tracking.
These channels help your website or brochure shift from a static asset to an active driver of brand visibility and lead generation.
Middle of Funnel: Driving consideration
As prospects compare solutions, your digital asset becomes the main source of detailed information. It can:
- Host case studies, guides and webinar content
- Capture leads through localised forms that integrate with your CRM
- Connect directly to your WeChat Official Account
Because email is not commonly used in China, your website or brochure supports nurturing by giving WeChat followers a place to return to for deeper information.
Bottom of Funnel: Supporting acquisition
In China, trust and relationships strongly influence final decisions. Your digital asset reinforces this by providing:
- Technical specifications, pricing in RMB and certifications
- Testimonials and customer success stories
- Direct access to your sales team via WeChat
At events, a strong digital presence signals that your organisation is prepared to work in China. QR codes also allow prospects to access materials instantly and continue the conversation after the show.
Connecting with webinars and offline channels
Digital assets also link your online and offline initiatives. For example, they can:
- Host webinar registrations and replays
- Capture leads from trade shows through trackable QR codes
- Provide consistent messaging to partners and distributors
This creates a unified buyer experience across touchpoints.
Building it right with Sinorbis
Building digital assets that work properly in China is complex. The Sinorbis Experience Platform removes technical barriers, delivering fast-loading, compliant websites and brochures that integrate with WeChat, CRMs and analytics. This ensures a seamless experience from first discovery to final conversion.
See Sinorbis in action
Contact our team to learn how we can help bolster your digital experience in Asia.
