Beyond WeChat: Chinese Social Media Platforms for B2B Marketing

KRDS

2025-06-06

导读：Explore key Chinese social media platforms beyond WeChat to boost your B2B marketing in China.

Read Time:

5 minutes

When discussing B2B marketing in China, WeChat is often the first platform that comes to mind—and for good reason. But to truly maximize your impact in the Chinese B2B market, a broader omni-channel approach is necessary.

Several other Chinese social media platforms—like Weibo, Zhihu, and Maimai—offer powerful opportunities to connect with industry professionals, position your brand as a thought leader, and find new business leads.

Here’s how to leverage these platforms in your B2B strategy:

Weibo: Build Awareness and Monitor Industry Trends

Weibo is one of China’s largest microblogging platforms, offering real-time engagement and trend discovery. For foreign B2B brands entering the market, Weibo serves as a gateway to build brand awareness and join industry conversations.

Key Benefits:

Use hashtags to follow relevant conversations and competitors
Publish thought leadership content and company updates
Discover local partners and events by tracking trending keywords

Best Use Case: Early-stage market entry, brand visibility, and competitor monitoring.

Zhihu: Establish Thought Leadership

Zhihu, China’s leading Q&A platform, is widely used by professionals seeking credible, in-depth knowledge. With its highly educated and engaged user base, Zhihu is ideal for demonstrating expertise and winning trust.

Key Benefits:

Answer industry-related questions to position your brand as a trusted expert

Publish long-form articles, whitepapers, and case studies

Build brand authority over time with consistent, high-quality engagement

Best Use Case: Mid-funnel content strategy and thought leadership for vertical industries (e.g., SaaS, tech, manufacturing).

Maimai: Tap into China’s B2B Professional Network

Maimai is often referred to as China’s LinkedIn. It connects verified professionals and businesses, making it an ideal platform for lead generation, recruitment, and corporate branding in the B2B space.

Key Benefits:

Reach decision-makers directly through Maimai’s professional network

Run employer branding campaigns to attract talent and partners

Participate in B2B forums to grow visibility in your niche

Best Use Case: Corporate relationship building, talent acquisition, and high-level B2B engagement.

Final Thoughts: Adopt an Omni-Channel Strategy for B2B Success

While WeChat remains the cornerstone of B2B digital marketing in China, platforms like Weibo, Zhihu, and Maimai offer complementary benefits that support brand visibility, industry credibility, and lead generation.

By integrating these platforms into your marketing strategy, you can:

Diversify touchpoints with target audiences

Build trust through content and dialogue

Stay agile in a dynamic digital ecosystem

Need help creating a China-ready B2B marketing plan? Contact us today to develop a multi-platform strategy tailored to your business goals.

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KRDS is an independent agency with offices in Shanghai, Hong Kong, Singapore, France, India, and the UAE. We focus on ideating and executing mobile-first social media content and experiences for top brands. Until today, we have handled over 2,000 digital campaigns across 45 countries, for companies like Vivo, BNP Paribas, Volkswagen, Hyatt, Singapore Airlines, HP, Johnson & Johnson, LVMH, Unilever, Nestlé, Tag Heuer, Converse, Air France, and L'Oréal.

Are you looking for an incredible agency? Have some questions?

Contact us:

greaterchina@krds.com

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