«To know one's steps is to master the Way.
Yet, Cookies shall light the road. Please, decide which marks shall remain.»
What we did:
- Market Research in China
- Baidu
CASE STUDY UTLC
UTLC ERA is a leading operator of container rail transport services on the China–Europe route. The company provides multimodal logistics through broad-gauge countries (the 1520-mm gauge space) and actively implements digital solutions in the industry.
By the time they approached us, UTLC ERA already had a baseline presence in the Chinese market: a localized website was operating, and there were a few isolated media projects. However, with increasing competition, they needed to boost their digital promotion—focusing on brand awareness, systematic lead generation, and integration with key platforms.
background
UTLC ERA had already taken steps towards the Chinese audience: they launched an adapted version of their website and maintained communications in local digital channels. This yielded initial results and helped meet established KPIs.
However, high competition and the rapid development of the digital environment necessitated a strategy refresh. The company needed to strengthen brand awareness, gain a better understanding of Chinese audience behavior, and speak their language.
This stage was a logical continuation of their previous work: while maintaining a personalized approach to the existing client base, UTLC ERA focused on integrating into local digital ecosystems.
OBJECTIVES
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Update the promotion strategy for the Chinese market.
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Increase brand awareness in the B2B logistics segment.
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Establish a stable digital infrastructure: WeChat, Baidu, advertising.
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Increase the volume of inbound leads from Chinese clients.
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Form a permanent audience and establish communication.
WHAT WE DID
1. Strategy and Analytics
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Studied the China–Europe container logistics market.
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Analyzed competitors and identified industry best practices.
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Developed user behavior maps and audience profiles.
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Formulated recommendations for positioning UTLC ERA in China.
2. WeChat Ecosystem
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Created and designed the service account.
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Set up the chatbot, menu, auto-replies, and developed a content structure.
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Launched regular publications: 4 articles per month (news, case studies, events).
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Designed branded covers and templates.
3. Baidu and WeChat Ads
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Registered an advertising account under the legal entity.
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Prepared and localized a landing page for the Chinese audience.
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Launched advertising campaigns with regular optimization.
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Created over 15 creatives (static and video).
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Set up the WeChat Ads account and launched banner campaigns.
4. Lead Generation and Support
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Established a system for monitoring search queries and responses.
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Defined the criteria for a «qualified lead» and wrote processing scripts.
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Organized daily communication with the audience according to China Standard Time.
CHALLENGES AND SOLUTIONS
- Complex logistics terminology
Engaged native copywriters with industry experience, adapting the language for the target audience. - Fragmented infrastructure
Consolidated all elements—from analytics to inbound leads—into a single system. - High competition
Focus on expert content, visual design, case studies, and systematic delivery.
RESULTS OVER 5 MONTHS
- 20,000+ WeChat subscribers
- 4,500+ publication views
- 200+ likes, 100+ shares
- 1,200,000+ impressions on WeChat Ads
- 500,000+ impressions and 18,000 clicks on Baidu
- 250+ inbound inquiries, 7 of which were qualified leads
A stable, fully functional digital system was created: regular content, automated lead generation, and key advertising channels connected.
Research slide examples
CONCLUSIONS AND RECOMMENDATIONS
To promote B2B services in China, it is essential to be inside the target audience’s ecosystem: WeChat, Baidu, native content, and rapid response.
The website, as a standalone tool, is not effective—reach, trust, and expertise are needed on the platforms where the target audience resides.
Next-Step Recommendations:
Collaborate with industry media and bloggers to enhance brand expertise.
Maintain a case study column featuring logistics route examples, for instance, on Zhihu.
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