As global trade patterns undergo restructuring, traditional manufacturing hubs like Dongguan are exploring new pathways to maintain competitiveness. A recent executive salon in Songshan Lake brought together industry leaders to discuss digital transformation strategies for traditional industrial enterprises.
The Digital Transformation Roadmap for B2B Enterprises
Raymo from Google Greater China's New Customer Business Department outlined critical pathways for B2B digital transformation. Current B2B purchasing decisions now involve an average of four departments in over 80% of cases, with 87% of decision-makers showing preference for recommendations from younger colleagues.
"Modern B2B marketing requires an orchestrated channel strategy," Raymo explained. "This means synchronizing offline exhibitions with online marketing, coordinating platform sites with independent websites, and deeply integrating standalone sites with marketing tools."
Independent websites have emerged as crucial platforms, with 28.5% of cross-border sellers already establishing them. The market size for independent sites is projected to grow from 0.2 trillion yuan in 2016 to 5.5 trillion yuan by 2025, offering benefits including professional credibility, brand authority, organic traffic acquisition, and customization capabilities.
TikTok Shop's Content-Driven Growth Strategy
Marketing expert Qin Ziqi presented TikTok Shop's innovative approach for brand expansion through a four-phase model: audience expansion, content fission, market penetration, and value quantification.
"Breaking audience boundaries through content delivers three key advantages," Qin noted. "It expands potential customer reach, reduces acquisition costs, and extends content lifespan." The strategy emphasizes repurposing high-performing videos to target different user profiles while maintaining a results-oriented approach to audience growth.
Market penetration requires dual strategies: value-focused content emphasizing affordability and practicality for price-sensitive markets, and simplified product demonstrations to reduce cognitive barriers. Brands are advised to develop comprehensive content databases to manage the full customer journey from exposure to conversion.
Huawei Cloud's Digital Enablement
Pang Yuexiang from Huawei Cloud shared practical digital transformation solutions across industries including aviation, appliances, and construction materials. The company's full-stack capabilities combine infrastructure, technology, and industry expertise to optimize R&D, production, and global supply chains.
Dongguan's government has partnered with Huawei Cloud to establish a digital trade demonstration project supporting local manufacturers' global expansion. The initiative addresses critical challenges including digital infrastructure, localized operations, and compliance through collaborative technology and service ecosystems.
The salon presented actionable insights from leading technology platforms, demonstrating how traditional manufacturers can leverage digital innovation, content marketing, and strategic partnerships to transition from regional producers to global brands.