Emerging Comms

We're seeing a lot of European businesses make assumptions about business in China based on their experiences in Europe. Daniel Bateman walks you through a few differences that can make or break your expo performance.

Baidu is facing the same challenges as Google as AI erodes it's market share. It's a tough time for Baidu, with social search already cutting into their market and waves of new AI tech appearing in its home market. Our own Stan Chen weighs in on what this means for marketers targeting Chinese audiences: https://lnkd.in/eRW3TwsV

What Kind of Life Sciences Matter Most in Urban China? As China’s life sciences sector matures, cities like Shanghai and Beijing are emerging as global innovation hubs. But what exactly resonates with urban Chinese stakeholders in this space? Three areas stand out: Biopharmaceutical Innovation – With strong government backing and a rapidly aging population, there’s growing demand for advanced therapies, particularly in oncology, immunology, and rare diseases. Chinese firms are increasingly investing in genetic engineering and novel drug development, often matching or surpassing global standards Medical Technology and Devices – Urban hospitals and research centers are adopting cutting-edge diagnostic tools and surgical robotics. This is especially true in Shanghai’s Zhangjiang Science City and Beijing’s Zhongguancun Life Science Park, where R&D and clinical trials are thriving Traditional Chinese Medicine (TCM) Modernization – While rooted in heritage, TCM is being reimagined through modern clinical validation and biotech integration. This hybrid approach appeals to both regulators and consumers seeking holistic care For companies looking to engage this audience, subtlety and precision matter. The “3 Ws” of B2B in China (WeChat, Webinars, and Websites) remain essential, but they work best when paired with localized insights and a deep understanding of policy, demographics, and innovation trends. Urban China isn’t just a market. it’s a proving ground for the future of life sciences.

China’s B2B Automation Surge: What’s Driving It in 2025 In China’s manufacturing sector, AI-powered humanoid robots are no longer a concept, they’re operational. From Shanghai to Changchun, startups like AgiBot and MagicLab are deploying these units on assembly lines and in quality control, backed by over ¥20 billion in state subsidies. Smart manufacturing is also accelerating. In Q1 2025, China’s high-tech equipment and industrial robotics sectors grew significantly driven by predictive maintenance, industrial IoT, and edge-AI integrations. Life sciences are seeing parallel momentum. Biomanufacturing, vaccine R&D, and public health infrastructure are top priorities, with biotech clusters growing in Shanghai, Beijing, and the Chengdu, Chongqing Economic Circle. For B2B marketers, the “3 Ws” still lead: WeChat, webinars, and websites. WeChat is key for sharing detailed reports or guides and building trust with R&D teams. Webinars, especially those featuring factory tours or robotics demos drive technical engagement. And localized websites remain essential for specs, compliance info, and inbound leads. References: Reuters – China’s AI-powered humanoid robots aim to transform manufacturing Chongqing Government PDF – Untitled – 重庆市人民政府 Hanwha – Top manufacturing trends to watch in 2025 Rimini Street – 7 Manufacturing Industry Trends Driving Change in 2025

Thinking about entering the Chinese market but worried about the language barrier? You’re not alone. The good news: many Chinese platforms and expos are more accessible than you think. WeChat, for instance, has a built-in translation feature that lets you convert entire articles and pages from Chinese to English. Some expo websites also offer full-page translation options, making it easier to explore opportunities without needing to be fluent. Here are a few keywords to look for when browsing Chinese expos: 博览会 (bó lǎn huì) – Large-scale expos 展览会 (zhǎn lǎn huì) or 展会 (zhǎn huì) – Industry-specific trade shows Some of the most influential expos include: 中国国际进口博览会 (CIIE) China International Import Expo Pinyin: Zhōngguó Guójì Jìnkǒu Bólǎnhuì 中国进出口商品交易会 (广交会, Canton Fair) China Import and Export Fair Pinyin: Zhōngguó Jìnchūkǒu Shāngpǐn Jiāoyìhuì (Guǎngjiāohuì) 中国国际医疗器械博览会 (CMEF) China International Medical Equipment Fair Pinyin: Zhōngguó Guójì Yīliáo Qìxiè Bólǎnhuì 中国国际高新技术成果交易会 (高交会, CHTF) China Hi-Tech Fair Pinyin: Zhōngguó Guójì Gāo Xīn Jìshù Chéngguǒ Jiāoyìhuì (Gāojiāohuì) 中国国际消费品博览会 (消博会, CICPE) China International Consumer Products Expo Pinyin: Zhōngguó Guójì Xiāofèipǐn Bólǎnhuì (Xiāobóhuì) Western life sciences companies can make real inroads in China by using the right tools: Webinars that address local market needs A localized website that builds trust WeChat for direct engagement Expos to meet potential partners face-to-face Language doesn’t have to be a barrier. It can be your bridge to one of the world’s most dynamic markets.

At this year’s Two Sessions, China reaffirmed its commitment to becoming a global leader in advanced manufacturing and AI. With over 1.2 trillion yuan allocated to science and technology, the focus is clear: integrate AI across sectors like smart vehicles, industrial automation, and precision electronics. For B2B companies operating in China, this presents both a challenge and an opportunity. The challenge? Staying relevant in a market that’s evolving faster than ever. The opportunity? Aligning with national priorities to build long-term, high-value partnerships. We’re seeing a shift from traditional manufacturing to intelligent manufacturing where robotics, AI, and data analytics have become foundational, not optional. This transformation is not just about technology; it’s about how we communicate value. You can see this shift in action at Huawei’s headquarters in Shenzhen and its Ox Horn R&D campus in Dongguan. These campuses are blending European-style architecture with state-of-the-art AI labs. These are physical manifestations of China’s ambitions: innovation at scale, rooted in smart infrastructure and talent magnetism. In China, intelligent industry also means intelligent marketing. That means leaning into the “3 Ws” of B2B: WeChat, webinars, and websites. These are the platforms where technical buyers, engineers, and procurement teams are doing their research and making decisions. If you're in life sciences or industrial tech, now is the time to rethink your China strategy. Are your digital touchpoints optimized for the Chinese market? Are you using WeChat to nurture leads and host technical webinars? Are your local websites aligned with the latest regulatory and buyer expectations? The future of manufacturing in China is intelligent, fast, and aligned with national priorities. Your B2B marketing strategy should be just as integrated.

Behind the scenes at Tencent, the Father of WeChat This week, I was personally invited along with a group of heavy hitters in the industry to Tencent’s Shanghai office for an exclusive tour. This wasn’t just a visit. It was an eye-opener. It started in their tech museum. We stood in front of their very first server, the one that helped power China’s earliest messaging platforms. It was a reminder: Tencent didn’t just grow with China’s internet. It helped build it. But what really stood out? AI is now at the core of everything they’re planning. Not just in theory, but in practice. From healthcare to automation, from smart cities to workplace tools. QR codes and face scanning are being phased out for palm print technology for payments. Tencent is no longer just messaging, payments, and social media. It is a way of life. They’re developing new tech already being deployed. From advanced soundproofing systems to 3D glasses built for immersive video conferencing. This is R&D that’s not only ambitious, but purposeful. And here’s the hard truth for global B2B brands: If you’re not on WeChat, you’re dead in the water. That’s not hyperbole. It’s where business is done. It’s where deals start, trust is built, and buyers make decisions. Email won’t get you there. Your country landing page won’t be enough. Whatever you’re doing now and before won’t get you there. To succeed in China, you need to embed, not just enter. You need cultural fluency. You need to understand digital behaviours. And you need to see platforms like WeChat not as tools, but as ecosystems.

Yes this works in China. For B2B, You need to be doing this For international B2B brands entering or in China: It’s not just sales. It’s about social currency and entertainment. If you think games and giveaways are only for retail or consumer brands in China or tacky, think again. At major industry expos in Shanghai and across China, we’re seeing B2B booths packed—not because of free samples, but because of interactive experiences. Grabber machines. Digital prize wheels. Instant win QR codes. Why? Because they work, from bottom to top of funnel. In China, network is everything. And smart international B2B companies are turning games into growth. Visitors line up to play, win a branded prize, and scan your WeChat Official Account. They follow you, like your content, share it in group chats, tag friends, family, colleagues and forward it to most importantly decision-makers back at HQ. What starts as a fun moment becomes a warm lead nurtured directly through your WeChat funnel until your sales team closes the deal. It’s not just a gimmick. It’s lead gen, social proof, and brand storytelling in one. And in China, where the network often drives decisions, your ability to spark connections and spread through trusted networks matters more than ever. So yes, exhibit at expos. Get the claw machine. Spin the wheel. But do it strategically. The real prize? A WeChat database of potential clients who already trust you enough to engage. Welcome to B2B in China: it’s not just business, it’s a game worth playing.

Do You Need a Local Sales Team in China? Not Always. In China, the first impression is often made before the first conversation. As international B2B brands explore entry into China, one question comes up again and again: “Do we need Chinese-speaking sales reps to succeed?” Our answer? Eventually—yes. But not at the start. Why? Because visibility precedes conversation. And in China, what your buyer sees, reads, and hears about you before that sales call shapes whether you ever get one. 🔹 Don’t Start with the Sales Team—Start with the Signal Most B2B decision-makers in China don’t cold-call vendors. They search Baidu. They browse WeChat. They watch for credibility cues long before they engage in direct sales conversations. That means your first task isn’t building a sales team—it’s building a presence that earns attention and trust. ✅ What to Build First Before onboarding reps, create a foundation that works for you, not just with you: -A Chinese-language website (optimized for Baidu) -An active Official WeChat Account (with local logic) -Targeted Baidu SEO & SEM campaigns -Webinars in Mandarin featuring industry experts -Carefully scoped KOL/Influencer collaborations -Expo booths that engage, not just display These aren’t just channels—they’re signals. They show you're committed, relevant, and ready. 🔍 Before Hiring a Sales Rep, Ask: Do we have content in Chinese that builds trust? Can buyers find us when they search? Do we understand what credibility looks like to a local buyer? Are we making the first move—or waiting for leads that won't come? 🧠 In China, the first “salesperson” is often your content, not your staff. ✅ What Success Looks Like Prospects reach out after seeing you on WeChat or at an expo Your website answers procurement questions before they’re asked Your brand is shared in local industry groups—without needing a sales rep When your rep finally calls, the buyer already knows your name. 🧭 Final Thought A local sales team may close the deal. But your presence opens the door. Don’t wait for perfect. Start where visibility meets strategy—and let your message do the early work.

If you’re relying solely on sales reps and distributors to drive growth in China, you’re missing how trust is actually built here. In many Western markets, a strong salesperson can spark a relationship from scratch. In China, it’s the opposite—the relationship often begins before your company even knows it’s being evaluated. Chinese buyers do their homework quietly and thoroughly: they’ll browse your WeChat, search for your name on Baidu, compare reviews, check local media mentions, and scroll through event coverage. If none of that exists—or worse, if it’s poorly localized or run through a distributor—they won’t reach out, no matter how good your product is. That’s why visibility, credibility, and content need to lead. A local sales team can absolutely accelerate deals—but only after you’ve created the digital and social proof that earns the right to a conversation in the first place.