For many international B2B companies, China represents a massive opportunity—but also a significant challenge. One of the biggest and most underestimated hurdles? Credibility. In a market where business relationships are built cautiously and risk is avoided at all costs, trust is the deciding factor. Without it, Chinese buyers simply won’t buy, no matter how strong your product is.
At NBH, we’ve seen this dynamic play out repeatedly. Companies that dominate their category in Europe or North America often assume their reputation will carry over to China. But Chinese buyers have different priorities, different digital habits, and a fundamentally different approach to evaluating suppliers—especially foreign ones.
So how do Chinese B2B buyers assess international brands, and what can you do to earn their trust faster? Let’s break it down.
Social Proof and Local Validation Matter More Than Global Reputation
In Western markets, B2B buyers typically evaluate suppliers based on credentials like international clients, LinkedIn presence, online reviews, or company size. Chinese buyers, on the other hand, are more focused on local proof of success. They want to see that your product or service has already delivered results in China, and they look for tangible evidence: case studies featuring Chinese clients, positive coverage in local trade media, and partnerships with recognized local companies.
One example we often share is a European industrial equipment brand that struggled to gain traction in China despite promoting its long-standing global partnerships with Siemens and GE. Those names certainly carry weight globally, but they didn’t resonate with Chinese buyers. It wasn’t until the company published a case study featuring a well-known Chinese manufacturer that things shifted. Within three months, inbound leads had doubled—because the brand had finally proven its relevance locally.
Industry Networks and Peer Recommendations Drive Decision-Making
Another key difference is that Chinese buyers don’t make decisions in isolation. They rely heavily on industry connections, peer reviews, and informal discussions to validate potential suppliers. It’s not uncommon for procurement teams to discuss vendors in private WeChat groups or to base decisions on referrals from trusted industry associations.
For example, a EU-based software company we worked with saw little traction initially despite investing in local sales staff and events. But once they formed a partnership with a respected trade association in their sector, everything changed. The endorsement opened the door to multiple new clients within the association’s network—relationships that wouldn’t have been possible through direct outreach alone.
In China, who you’re connected to often matters just as much as what you offer.
A Strong Local Digital Presence is Non-Negotiable
Many international companies assume that a global website and an active LinkedIn presence are sufficient for building credibility. In China, that’s far from the case. Your local digital presence—especially on Chinese platforms—is a critical trust signal.
Buyers expect to see a fully localized Chinese-language website, optimized for Baidu search. They’ll look for a WeChat Official Account with regular updates, case studies, and product information. And they’ll check whether your brand has been featured in Chinese-language industry media. If they can’t find these things, they’re likely to assume your company isn’t serious about the market—or worse, that you’re not trustworthy.
Consider the example of a European automation firm that relied solely on its English-language site. Chinese prospects had difficulty verifying the company’s legitimacy, and interest remained low. After launching a local site and investing in Baidu SEO, their organic traffic from China increased fivefold within six months—proving just how essential local visibility is.
How to Build Trust Faster in China’s B2B Market
If you’re entering or expanding in China, credibility must be treated as a strategic priority. The good news is that there are proven ways to accelerate the trust-building process—and establish your brand as a serious, reliable player in the market.
Local Case Studies: Your Most Powerful Sales Tool
Chinese buyers want to see real-world examples of how your solution has helped companies like theirs—in China. A strong, localized case study does more than showcase results; it proves you understand the local market and have already earned the trust of your peers.
To be effective, case studies should highlight measurable outcomes (cost savings, efficiency gains, etc.), include testimonials from Chinese stakeholders, and be translated into Simplified Chinese. Publishing them on WeChat and using them in sales presentations can make a huge difference.
One German manufacturer, for instance, created a detailed case study featuring a Chinese automotive supplier. By quantifying how their solution reduced defect rates by 25%, they not only strengthened their sales pitch but also demonstrated a clear commitment to the local market. That case study quickly became their most effective sales asset in China.
Get Featured in Chinese Trade Media
In China, trade media remains a powerful tool for shaping perceptions. Coverage in respected industry publications—such as 36Kr, China Business Journal, or sector-specific outlets—adds a layer of legitimacy that advertising simply can’t match. Buyers view media features as more objective and credible, and they’re far more likely to engage with brands they’ve seen in trusted publications.
To get featured, many companies choose to work with Chinese PR agencies who understand the local media landscape. Others sponsor research reports, contribute expert commentary, or pitch stories that align with industry trends. The key is to create content that not only earns media interest but also performs well on platforms like WeChat and Baidu.
A heavy manufacturing company from Europe we advised did exactly that. After securing a feature interview in a leading supply chain magazine, they saw a 40% spike in inbound interest—directly tied to the visibility and credibility generated through the article.
Build an Active, Professional WeChat Presence
WeChat is the cornerstone of digital B2B communication in China. It’s where buyers consume content, verify company information, and communicate directly with suppliers. If your Official Account is inactive or missing entirely, it sends the wrong message. A strong WeChat presence, on the other hand, shows that your company is committed and trustworthy.
To make the most of it, post content regularly—industry insights, product updates, case studies, and client success stories. Add QR codes to your website, brochures, and trade show materials to drive followers. Encourage engagement through direct chats and industry WeChat groups.
One European SaaS provider used WeChat to share a series of case studies featuring Chinese clients. By presenting localized success stories on a platform their buyers already trusted, they tripled their lead volume within half a year.
Leverage Partnerships with Local Entities
Finally, nothing builds trust faster than association with a familiar, respected name. Whether it’s a state-owned enterprise, a well-known distributor, or a credible industry group, partnerships serve as a stamp of approval in the eyes of Chinese buyers.
Joining trade associations, co-hosting events, or collaborating on pilot projects can give your brand a crucial credibility boost. These relationships not only strengthen your positioning but also open new sales channels and partnership opportunities.
Take the example of an European engineering firm that partnered with a Chinese SOE on a pilot project. The credibility gained through this single collaboration enabled them to win larger, longer-term contracts—something that had previously proven elusive.
What Not to Do
Many international companies stumble by assuming that their global brand recognition will translate seamlessly into China. It won’t. Likewise, relying solely on Western platforms like LinkedIn or skipping proper localization can severely limit your traction. Trade associations and local endorsements should never be overlooked—they often make the difference between being taken seriously and being ignored.
Final Thoughts: Trust Is the Real Competitive Edge
At the end of the day, trust is the most important currency in China’s B2B market. If you want to succeed, you need to invest in building and demonstrating credibility—through local case studies, strategic media exposure, strong digital presence, and smart partnerships.
At NBH, we help international companies do exactly that. From crafting localized success stories to securing coverage in Chinese media and developing WeChat strategies, our team specializes in helping foreign brands become trusted names in the Chinese market.
If you’re ready to accelerate your brand’s impact in China, we’re here to help.
Contact us today to learn how we can strengthen your local credibility and drive better results.
