Patented flooring technologies for an industry-facing audience.
Selected case / 06
i4F / China WeChat ecosystem / 2024–Apr 2026
Make patented flooring technology work in China.
China account management for a Belgian B2B flooring-technology company: translating a specialised product into a locally credible WeChat presence, paid-growth system and repeatable content operation.
01 / Context
A specialist B2B product needs depth, not just visibility.
Technical product. China market. Always-on operation.
Make the product understandable and credible in China.
Product learning, content, cadence, client alignment and Tencent paid media.
02 / The operating challenge
Choose a China ecosystem that serves the commercial journey.
Build a channel that informs, retains and converts.
Make technical depth findable.
Create a China-facing knowledge hub for explainers, product stories, resources and updates—not a fast-moving social feed.
Create qualified discovery.
Use paid distribution to reach relevant audiences, test creative and bring the right people into the owned channel.
Keep the relationship.
Turn campaign attention into followers and a stable information base the client can continue to reach.
Make the next step obvious.
Ensure a potential partner can move from content to product information and a real commercial conversation.
Technical expertise→WeChat knowledge hub→Tencent discovery→Owned audience + enquiry base
03 / My role as China AM
Run the day-to-day work, then make every touchpoint more useful to the business.
Operate the channel around a partner’s next decision.
Translate the product
Build product knowledge and turn patented technology into China-relevant topics.
Keep it consistent
Own topics, copy review, publishing cadence, OA operation and paid-media coordination.
Design the next step
Place product manuals and contact routes in articles and paid destinations; redesign the OA menu so partners can find what they need quickly.
Improve each cycle
Use research and reporting to refine the plan, then build an AI workflow and live topic library for repeatable production.
Product knowledgepatents, applications, partner relevance
→Topic libraryproduct × market-interest opportunities
→AI workflowretrieve, draft, review, refresh
→Commercial utilitycontent and menu paths that lead partners to action
04 / Evidence of operation
2025 annual performance data / i4F CN & VN_2025 Content Analysis & 2026 Marketing Plan
Make owned-channel growth useful to the business.
All performance figures below are from the 2025 annual paid-media and content reporting cycle.
8.79MTencent paid impressions
120,609follower conversions
8.21%average CTR
$0.02average CPC
Previews are selectively softened. Detailed media settings, audience data, client reporting and workflow prompts remain private.
05 / What this proves