China Digital Marketing, Built Around Your Industry

A freight forwarder, an international school and a laboratory instrument maker all want to be found in China, but they do not reach the same people. A logistics manager searches for a route and a transit time. A Chinese parent looks for a school that will accept a child with a foreign passport. A laboratory director compares analysers and wants proof in Chinese. Each of them searches on different platforms, asks different questions and trusts different sources.

That is why we organise our work by industry. Each industry has its own buyers, its own search terms, its own decision cycles and its own rules. Advertising a medical device is not the same as advertising a warehouse, and recruiting students is not the same as selling pumps. Below you find the industries we serve, with the audiences, challenges and anonymised projects that matter in each one: logistics and freight, international schools, Chinese student recruitment for universities, schools and student services, industrial B2B manufacturers and medical device and laboratory equipment makers.

Across all industries we use the same toolkit and adapt it to the audience: Baidu SEO and Chinese SEO, Baidu Ads, Bing China and Google in Chinese, social media on WeChat, Douyin and Rednote, and Chinese GEO for visibility in the answers of Chinese AI assistants. What changes from industry to industry is the plan: which questions to answer, which platforms to prioritise and what you are allowed to say.

Many companies sit between two of these industries. A manufacturer with a plant in China may need the industrial and the laboratory perspective, and a student housing provider may need both education and consumer expertise. Others work in a sector we have not listed yet. In every case we start the same way: an audit of how you appear in Chinese search and AI answers today, and a conversation about who you want to reach and what you are allowed to say.

We also work as a bridge between teams. Many of our clients have a global marketing team at headquarters and a team in China, and we help both sides agree on one plan. For reasons of confidentiality we do not publish client names, so the projects on our industry pages are anonymised.

Tell us about your company, your industry and the audience you want to reach in China, and we will show you where you stand today and what a realistic plan looks like.