The B2B landscape in China is highly competitive and unique. For foreign organizations here, developing effective local marketing capabilities pose one of the biggest challenges.

Our current global engagement channels are insufficiently integrated with China’s digital ecosystem and the media consumption behavior of the Chinese market. In addition, Chinese consumers are hypersocial but only on China developed platforms. As a result, social is a critical engagement channel and deep localization is key to increasing Gore's relevance with the Chinese market.

To stand out, Gore DCOE and PSD spearheaded a China-specific digital excellence initiative. Our goal — to leverage popular China social platforms to better engage prospects and customers. With 1 billion monthly active users, WeChat is China’s largest and most influential mobile application and social platform. Though it started with basic chat features, WeChat now offers a suite of integrated utilities and services for both B2C and B2B businesses.

Businesses can develop mini programs (sub-applications with advanced features) on the WeChat platform and and users can access them easily within the existing WeChat app. This approach saves businesses the hassle of trying to get users to download new apps and building a whole new user base from scratch.

In the last couple of years, WeChat has become an integral part of the Chinese lifestyle. It has the potential to become the key customer engagement platform for Gore in China.