Why LinkedIn?

As global trade evolves and Chinese companies accelerate their “go global” strategies, traditional B2B marketing channels such as trade shows and distributors are proving to be costly, time-consuming, and often inefficient.

In contrast, LinkedIn—with over 1 billion users globally—has become a highly efficient channel for connecting directly with key decision-makers, procurement officers, and technical leads. It offers unmatched precision and scale in B2B targeting.

Real Cases of Chinese Companies Going Global via LinkedIn

Case 1: Kwai for business

Kwai established an official corporate homepage on LinkedIn to build an overseas content position and achieved efficient distribution of resources and maximization of ROI by building multiple high-quality content and business linkages. In addition, with the help of LinkedIn's extensive workplace labeling and precise orientation functions, Kwai achieved an unexpected increase in brand voice and user penetration through paid promotion, and finally successfully established the overseas influence of commercial brands in Latin America, Southeast Asia and other regions from 0 to 1, thus empowering the long-term development of overseas business.

Case 2: Visit Sanya.

In 2016, Visit Sanya signed a memorandum of strategic cooperation with LinkedIn China, and then launched the city tourism promotion homepage "Visit Sanya" on the LinkedIn global platform, with the help of the LinkedIn advertising system to accurately and directionally push high-end tourism enthusiasts around the world. In the more than half a year since LinkedIn's homepage was launched, "Visit Sanya" has affected more than 3 million global travel enthusiasts and high-end consumers.

How Chinese Companies Use LinkedIn for B2B Marketing

（1）Targeted Prospecting

One of the biggest challenges for B2B companies is identifying the right contact person. LinkedIn’s Sales Navigator enables highly specific targeting by industry, company size, geography, job title, and more. For example, a cross-border fintech startup can filter by “Head of Payments” + “E-commerce” + “United States” to reach decision-makers directly and initiate conversation.

（2）Content Marketing

Quality content is the backbone of LinkedIn strategy. Sharing industry insights, technical articles, success stories, and company updates can gradually establish a company’s credibility in unfamiliar markets. In many cases, content is the first step in building trust with global clients.

（3)  Paid Ads & Brand Awareness

Though relatively expensive, LinkedIn Ads offer highly precise targeting capabilities—ideal for brand building, lead generation, or product promotion. Many companies also combine ads with landing pages or whitepaper downloads to guide prospects through a complete conversion funnel.

LinkedIn is the Starting Point for Global B2B Growth

For many Chinese B2B companies, LinkedIn is no longer a secondary channel—it’s a main highway to global expansion. It offers not only traffic, but real commercial opportunities and relationship-building.

Shortly, the ability to build content systems, operate accounts effectively, and activate relationships may become the true dividing line between companies that go global—and those that don’t.