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Navigating digital advertising in China
Which Channels Drive Real Results for B2B Brands?
The digital landscape in China is unique, like no other market.
Google, Facebook, LinkedIn: all blocked.
So, how do you connect with your ideal B2B customers in one of the world’s largest markets?
Let’s explore the top paid digital advertising channels in China.
Baidu: the Search Engine King
Advantages
- Massive reach: 52.04%, followed by Bing accounting for 29.78% (Statcounter, Search Engine Market Share in China – March 2025)
- High intent: Users actively searching for solutions
- Ideal for brand visibility and targeted keywords
Disadvantages
- Costly: Keyword bidding can become expensive, especially for competitive industries.
- ICP license not mandatory, but recommended: Without it, you’ll need to rely on Baidu’s default Jinmuyu landing pages.
- Not a quick conversion channel: Lead conversion requires patience.
WeChat Ads: China’s Ultimate B2B Platform
Advantages
- The Super App: CRM integration, messaging, ads, and mini programs
- Low CPCs and huge reach
- Ideal for B2B: Best for relationship building, nurturing leads, and CRM data
Disadvantages
Longer sales cycle: WeChat ads are best for lead nurturing rather than quick conversions
Highly competitive space
Douyin: the Chinese TikTok
Advantages
- Viral potential
- Quick exposure: Great for brand awareness
- Ideal for storytelling, product launches, and creative campaigns
Disadvantages
- Primarily consumer-focused: harder to target niche B2B audiences
- Younger audience: May not be the best fit for all B2B industries
- Limited access: only available to companies legally registered in Mainland China.
Zhihu: the Go-To for Thought Leadership
Advantages
- High-quality leads
- Authority-driven platform: Users are actively seeking expert insights and solutions
- Ideal for showcasing expertise and building credibility
Disadvantages
- Smaller reach
- Long-form content: Requires content that educates and informs, not just sells.
- High entry barrier: Requires strong thought leadership to succeed.
RedNote (Xiaohongshu): A Hidden Gem for B2B Brands
Advantages
- High engagement
- Growing presence in B2B, especially for industrial tech, machinery, and manufacturing
- Ideal for visual storytelling
Disadvantages
- While B2B is growing, the platform still has a strong lifestyle focus.
- Still not as mature in B2B compared to Baidu or WeChat.
So… which advertising platform should you invest in?
It all depends on your business goals.
Each platform offers unique strengths and limitations.
Consider your goals, budget, and audience to make an informed investment.
