How to Build an Effective PR Campaign for Your Brand in China
For many years, I have worked with a large international holding company with operations across several countries, including industrial and financial businesses, an investment fund and manufacturing companies. In 2019, the owner decided to enter the Chinese market. Participation in the China International Import Expo became the chosen launch platform.
We secured an exhibition stand only three months before the event, even though applications normally needed to be submitted roughly a year in advance. That left us with a very short window to build awareness for a company that was virtually unknown in China.
We secured an exhibition stand only three months before the event, even though applications normally needed to be submitted roughly a year in advance. That left us with a very short window to build awareness for a company that was virtually unknown in China.
Objective: Use a focused PR campaign to attract the attention of Chinese investors and consumers.
📍Point A:
Starting Point: No brand awareness in China; the owner had limited understanding of Chinese audience expectations; all materials had originally been designed for a European audience; only three months remained before the exhibition.
📍Point B:
Outcome: Brand awareness was established before the expo; more than USD 30 million in Chinese investment was ultimately attracted; over three years, more than 50 feature interviews and 78 print-media publications were organized; and the reputation created through the campaign later helped secure preferential terms from local government for a factory project near Shanghai.
Before We Begin, a Brief Introduction
My name is Ivan Melnikov, founder of Asia Business Hub. I have lived and worked in China since 2005. ABH helps companies source equipment and raw materials from China and execute complex technical and industrial projects with Chinese manufacturers, providing hands-on support throughout the entire process.
Ivan Melnikov
Entrepreneur and Founder of Asia Business Hub
- Near-native Mandarin proficiency.
- A strong understanding of how Chinese business owners think and negotiate, including how to structure discounts and long-term commercial agreements.
- Experience building PR visibility in China and developing relationships with Chinese government institutions.
How We Did It
1
Complete Presentation Redesign: Before the PR campaign, we almost completely redesigned the corporate presentation while retaining the overall concept and visual identity. We rearranged information to match Chinese audience preferences, replaced imagery with visuals better suited to local expectations, added the investor’s personal and family story to build trust, and prepared media-specific brochures. A Chinese copywriter rewrote the content from scratch. The key principle was simple: successful China market entry requires cultural adaptation, not just translation.
2
Develop a Distinctive Concept: We built a clear narrative around the idea of “water from air.” Strong positioning matters: even a technically ordinary product can attract significant attention when presented through a compelling concept that resonates with the target market.
3
Build a Chinese Digital Presence: Because the Chinese digital ecosystem differs from the global internet, we localized the website, created a Chinese-language version and launched a WeChat account so the company could be discovered and understood by a local audience.
4
Produce a Documentary: We established media relationships and arranged interviews with the investor. Together with Shanghai Media Group, we produced a full documentary about the holding company. A journalist traveled to the client’s headquarters outside China, where we filmed a series of videos about the company and its investor.
5
Scale Media Coverage: In addition to the documentary, we organized extensive video interviews and print coverage. Over several years of cooperation, more than 50 feature interviews and 78 media publications were produced, significantly increasing brand awareness across China.
Key PR Insight: A strong media campaign can continue generating value for years. Once journalists see a company as a credible source, they are more likely to return for future comments and expert input, reinforcing long-term visibility.
6
Government-Level Meeting: We organized a personal meeting for the company owner with Chinese President Xi Jinping, as well as meetings with governors and senior leaders of major Chinese and international corporations.
Final Result
- The company became known in China among both investors and consumers.
- The reputation created by the campaign later supported preferential terms for the development of an industrial park near Shanghai; several regions expressed interest in hosting the project.
- The company’s strengths were presented to Chinese government stakeholders, helping support access to more than USD 30 million in bank financing.
The most important driver was the PR strategy: investors and government stakeholders were already familiar with the company before CIIE, which translated into strong interest and heavy traffic at the client’s stand.
Key takeaway: This level of PR execution is difficult without deep local experience, Chinese-language capability and established relationships. With the right partner, however, it becomes a structured and achievable market-entry tool.
ABOUT US
Six Achievements We Are Proud Of
Developed a modern 50,000 m² industrial park near Shanghai, with more than USD 30 million in Chinese investment secured for the project.
Signed strategic cooperation agreements with the Shanghai Municipal Government and the Lujiazui district administration, securing special terms for launching projects in Shanghai and surrounding economic clusters.
Organized and delivered dozens of business missions across China’s key regions, enabling direct engagement with regional government bodies and major private-sector companies.
Designed and executed large-scale PR campaigns for client brands. Our established relationships with Chinese public-sector institutions help build visibility and credibility in the Chinese market.
Enabled clients to access strategically important discussions with senior Chinese decision-makers, provincial and municipal leaders, and relevant government agencies, opening new opportunities for international cooperation.
Represented client companies at the China International Import Expo (CIIE) three times between 2019 and 2021, managing the full cycle — from stand design and construction to high-level meetings and Chinese media coverage.
our partners
What We Take Off Your Plate
- End-to-end project management in China
- Translation, negotiations and transaction support
- Market entry
- Analytics, market research and localization
CONSULTING
- Access to key business and government contacts
- Strategic introductions
- Deep local insight into Chinese business culture
BUSINESS MISSIONS
- Supplier sourcing
- Partner due diligence and factory audits
- Negotiations
- Payments, logistics and customs support
TRADE & SOURCING
- VIP-туры и бизнес-миссии с персональным сопровождением
- Индивидуальные программы
- Культурные, образовательные и развлекательные маршруты
- Полный консьерж-сервис и организация логистики
туризм
Asia Business Hub
Fill out the form and one of senior consultants will get in touch with you.
Your Trusted Partner and Local Representative in China
We support international projects at every stage - from strategic sourcing and consulting to business missions and exclusive VIP visits. Our role is to help you build trusted relationships with Chinese partners and turn market opportunities into measurable business outcomes.
Featured Case Studies
