Buyers search for applications, models, standards and problems using Chinese technical terms. These are often different from the literal translation of your English keywords.
Industry Expertise Β· Industrial B2B
Digital Marketing in China for Industrial & B2B Manufacturers
Baidu SEO, Baidu Ads and social lead ads that bring Chinese engineers, buyers and distributors to your plant. We work as the bridge between your global marketing team and your team in China.
Your Team at Jademond
Search Experts Between Headquarters and China
Most of our industrial clients are Western companies with factories in China that produce for China and Southeast Asia. They already have marketing teams in China, and a global team at headquarters. Marcus Pentzek, who has worked in digital marketing for more than 20 years, and Qing He, our head of search, work with both sides. They bring Chinese market expertise to your global marketing manager and explain your global standards to your China team.
We make sure headquarters and China want the same thing, and then we deliver it.
Search is our core strength: Baidu SEO, Baidu Ads, Bing China and Google in Chinese. Our social media team adds Douyin, WeChat and Rednote lead ads, so technical searches and social campaigns support each other.
- 15+
- Years in China
- Baidu Β· Bing Β· Google
- Chinese-language search covered
- EN + δΈζ
- Communication for headquarters and China teams
- Search + Social
- Lead generation from one team
The Challenges
Why Industrial B2B Marketing in China Is Different
Chinese engineers and purchasing managers research suppliers in Chinese, compare several sources and take months to decide. A translated global website and a few ads rarely reach them.
Engineers, purchasing, quality and management all take part. Your content has to help each of them over several months.
Hosting, speed, domain structure and duplicate content on international and Chinese pages affect both Baidu and Google rankings.
Headquarters protects the brand and follows global guidelines. China teams face local pressure and local habits, including cheap link buying and keyword stuffing. Someone has to connect the two.
Many professionals use Bing China, and many use VPNs to reach Google in Chinese. A B2B strategy covers all three.
Buyers increasingly ask Chinese AI tools which suppliers to consider. If your brand is missing from the sources they use, you are missing from the shortlist.
Who We Help
Industrial Segments We Know
We research and optimise for the vocabulary of each segment, in Chinese and English, so the right buyer finds the right page.
Weighing, analysis, process control and quality inspection, with pages for application, industry and standard.
Product ranges, spare parts and service content for plant operators, OEMs and distributors.
Application-led content, technical documentation and expert answers for formulators and manufacturers.
Components, drives, controls and machine builders selling to Chinese factories and system integrators.
Tools and standards for designers, packaging, print and manufacturing teams.
Companies producing locally for China and Southeast Asia that need Chinese-language visibility.
For Your Global Marketing Manager
You are responsible for the brand and for results in China, but you may not read Chinese or see the platforms your buyers use. We explain what is happening in China in terms headquarters understands: what the search landscape looks like, which tactics are safe and which put your brand at risk, and what a realistic plan looks like. Reports and calls are in English, and decisions are documented.
For Your China Team
- We speak the same language as your local colleagues, literally and professionally
- We take the pressure off with a plan headquarters has already approved
- We explain why global guidelines rule out bulk link buying and similar shortcuts, and what works instead
- We train and support your team, or do the work for them
- Both teams see the same data and the same priorities
What We Do
Search First, Social as the Lead Engine
Industrial buyers search for solutions, and social platforms reach the people who will need you next. We plan both together and measure them against leads, not clicks.
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Baidu SEO and Chinese SEO
Technical audits, domain and language strategy, Chinese keyword research and localised product and application pages. See our step-by-step guide to Baidu SEO.
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Baidu Ads (SEA)
Campaigns for model, application and problem searches, with Chinese landing pages that make it easy to request a quote or a call.
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Bing China and Google in Chinese
Visibility for the many professionals who search on Bing or use VPNs to reach Google in Chinese, planned from the same content.
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Douyin, WeChat and Rednote lead ads
Campaigns optimised for leads instead of views, built on technical video and content that engineers and buyers find useful.
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Chinese GEO, Zhihu and Baike
Visibility in Chinese AI answers through expert content, reliable sources and accurate reference entries. Read our guide to Chinese GEO.
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Lead tracking and reporting
From first visit to qualified lead, with reports for both global and China teams.
Social Media Ads That Bid on Leads, Not Just Views
Social media is strong in China, even for B2B. On Douyin, you can optimise campaigns for leads instead of views, and the platform learns who is likely to submit a form. The key work is the calibration: we review the leads together with your sales team, feed the results back into targeting, creative and forms, and adjust. Over time lead quality usually improves, but it will never be perfect. There is always some noise in social leads, and we plan for filtering and follow-up from the start.
How We Calibrate
- Start with clear lead definitions agreed with sales
- Run several creatives and forms against one offer
- Review every lead batch with your sales team and tag the useful ones
- Adjust targeting, forms and creative based on what sales reports back
- Combine with search, which captures buyers who are already looking
Our Approach
How We Work With Your Global and China Teams
A clear process keeps everyone aligned, from the first audit to the monthly report.
We review your Chinese and international websites, your search presence, your ads and your current data.
We hold a joint workshop with headquarters and the China team to agree on goals, guidelines and priorities.
You get a roadmap with channels, content, technical fixes and a realistic view of timing.
We run or support the work: SEO, ads, content and social campaigns, together with your local team.
Monthly reports in English, regular calls and lead reviews with sales keep the programme improving.
Results from Practice
Case Study: Laboratory Instruments Manufacturer, One Plan for Headquarters and China
A European maker of laboratory and measurement instruments produces in China for the Chinese market. Its global marketing team in Europe and its team in China worked independently, and the Chinese website was a translation of the global one. We started with an audit of both websites and agreed a joint plan with headquarters and the China team, including clear rules for link building and content. We then rebuilt the Chinese pages around the terms laboratory managers actually search, optimised them for Baidu and Bing China and launched Baidu Ads for application and model searches. Both teams now work from one roadmap, and organic enquiries from Chinese laboratories have grown steadily.
Case Study: Pump Manufacturer Reaching End Users and Distributors
A pump manufacturer with a plant in China sold mainly through distributors, but its end users hardly found the brand online. We built Chinese product, application and spare-part pages for Baidu, ran Baidu Ads on model and problem searches and added Douyin lead ads featuring short technical videos from the plant. Sales reviewed every lead batch with us, so the campaigns improved with each round. Distributors received the same content, which kept messages consistent.
What Changed
- Chinese pages for products, applications and spare parts
- Higher visibility for model and problem searches
- Social leads reviewed and refined together with sales
- Consistent information for end users and distributors
Results from Practice
Case Study: Chemicals and Materials Producer Building Expert Visibility
A chemicals and materials producer sold to specialised manufacturers with long qualification processes. Buyers needed proof of expertise before they would talk to sales. We built Chinese application content, technical documentation pages and expert answers on Zhihu, supported accurate Baike information and published useful content on WeChat. We also checked how Chinese AI assistants described the company, and improved the sources they rely on. The producer is now found for application questions long before a buyer contacts sales, and sales conversations start with better-informed prospects.
Case Study: Colour Standards and Design Software Provider
A provider of colour standards and design tools wanted designers, packaging and print manufacturers in China to find its products and training content. We localised the Chinese website, optimised it for Baidu and added Rednote and WeChat content aimed at designers and production teams. Search Ads captured buyers looking for specific tools, while social content built awareness among the people who influence purchasing decisions.
What Changed
- A localised Chinese website that loads quickly in China
- Better visibility for designer and production searches
- Rednote and WeChat content that builds a community
- Qualified enquiries from design and print companies
How We Compare
Why Industrial Companies Choose Jademond
Industrial B2B marketing in China needs Chinese search expertise and a partner who understands global brand standards. This is how the usual options compare.
| Generic China agency | Global SEO agency | Jademond Digital | China team alone | |
|---|---|---|---|---|
| Baidu SEO and Baidu Ads | β | β | β | β |
| Bing China and Google in Chinese | β | β | β | β |
| Douyin, WeChat and Rednote lead ads | β | β | β | β |
| Brand-safe SEO that meets global guidelines | β | β | β | β |
| Bridge between global and China teams | β | β | β | β |
| English reporting for headquarters | β | β | β | β |
FAQ
Industrial B2B Marketing in China: Frequently Asked Questions
Answers to the questions global marketing managers ask us most often before they start marketing in China.
Why can't we just translate our global website into Chinese?
A translation helps, but Chinese buyers search with different technical terms and expect pages that load quickly in China and answer local questions. We adapt the structure, keywords and content so your site ranks on Baidu and convinces local buyers.
Do we need Baidu, or is Google in Chinese enough?
You need Baidu, because it remains the main Chinese search engine. Many professionals also use Bing China or reach Google in Chinese through VPNs, so we plan content that works for all three.
We already have a marketing team in China. How do you work with them?
We work with your team, not around it. We can train them, support them with strategy, technical SEO and ads, or take over specific tasks, and we make sure headquarters and the China team agree on priorities.
Why do global teams avoid certain link-building practices?
Bulk link buying and similar shortcuts can put a brand at risk, and search engines actively fight link spam. We explain the risks to both teams and focus on relevant technical content, industry mentions and reliable sources that last.
Do social ads really work for industrial B2B in China?
They can. On platforms such as Douyin you can optimise for leads instead of views, which reaches engineers and buyers that search ads do not. Social works best together with search and with a sales team that follows up fast.
How good will the leads be?
Lead quality usually improves as we review leads with your sales team and adjust targeting, forms and creative. But social leads always contain a share of poor ones, so we plan for filtering, qualification and quick follow-up.
How long until we see results?
Search ads can bring enquiries within weeks, while SEO and content usually build momentum over several months. Industrial sales cycles are long, so we track leads, qualified leads and sales conversations together.
Can you report in English to our global team?
Yes. Reports, calls and documentation are in English for headquarters, and we keep the China team in the loop in Chinese.
Industrial buyers in China do their homework online before they ever call a supplier. Tell us about your products, your plants and your teams, and we will show you where your company stands in Chinese search today.
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