Unique Research · Insight · December 28, 2022 · Full rewrite — not a stub · Interviews: ZhenDao Group, Weichi Digital, AroundDeal, Trade Manager, Aotu, Xinggu Cloud
Macro. China H1’22 goods trade ¥19.8T (+9.4%); exports ¥11.1T (+13.2%). 2016–21 exports ¥13.8T→¥21.7T (~+60%, CAGR ~8.5%). Policy: big-province lead, new foreign-trade formats, FDI desks, manufacturing FDI specials (China Securities Journal Oct 17). Pain: “product out” → “brand out” digital upgrade under COVID acceleration.
Three pains (post-2019). (1) Rising CAC / weak acquisition — offline fairs dominated pre-2010 then faded; COVID forced online → traffic inflation + overseas communication friction (Trade Manager CEO Chen Xiaoyong). (2) Fragmented markets/behaviors/platforms — emerging markets beyond EU/US; Google “toothbrush” → ~200k query variants; talent scarce with long ramp; hard to unify data decisions across tool sprawl (ZhenDao VP Dai Zilong → one-stop SaaS marketing cloud). (3) Overseas weights engagement + brand; China exporters still ask “what do you do / what’s ROI / how many leads?” — brand awareness must run in parallel for developed markets (AroundDeal CEO Bill Huang).
Strategy stack. Brand: clear positioning via data (market/competitors/ICP/SKU structure) → right platforms/social content → iterate on ops data (Weichi CEO Kong Lingpeng). ABM for named accounts. Marketing digitization: unify tools/platforms/data into operable loops. Tactics cover content, social, SEO/SEM, email, webinars, CRM/MA — detailed vendor chapters §05 (ZhenDao, Xinggu Cloud, Aotu, Weichi, Trade Manager, AroundDeal). Org: bilingual growth talent + longer ramp than domestic MarTech.
Vendor playbooks and quotes in CN — attach on ingest.
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