Case Study
Yantex: Generating B2B Enquiries Through WeChat Owned Media
Yantex wanted its WeChat presence to do more than publish occasional company updates. The channel needed to explain the business clearly, present useful information to potential buyers and create opportunities for direct enquiries.
Twish set up and managed the brand’s WeChat Official Account and WeChat Channels as a connected owned-media programme. The work covered account set-up, content planning, customised articles, publishing, product and exhibition videos, and ongoing channel management.
Project at a glance
- Client: Yantex
- Industry: B2B industrial manufacturing / needle products
- Market: China
- Project year: 2026
- Platforms: WeChat Official Account and WeChat Channels
- Twish’s role: Account set-up, WeChat account management, customised article production, product and exhibition video content, publishing, and WeCom lead routing
- Primary objective: Build visibility and generate enquiries through channels owned by the brand
The starting point
For a B2B company, an active WeChat account can act as a practical credibility and information channel. Potential buyers can review the company’s content, understand its products and decide whether it is relevant before making contact.
Yantex needed a more consistent presence across the WeChat ecosystem. The content had to reflect the company’s actual products and business rather than rely on generic posts. It also needed to support business conversations, making enquiries a more meaningful measure than follower growth alone.
What we needed to achieve
The project focused on two connected goals: improve Yantex’s visibility within its own WeChat channels and turn that attention into direct business enquiries.
Because this was an owned-media programme, the work did not depend on a large paid campaign. The priority was to build a useful base of customised content that the brand could continue to use when communicating with prospects and existing contacts.
What Twish did
Set up and managed the WeChat Official Account
Twish completed the account set-up, then planned and managed content for Yantex’s Official Account. The articles were customised around the business and its needle products rather than produced as general industry commentary. This gave potential buyers more useful material to read when checking the brand and its capabilities.
The work included topic planning, article production and publishing management. Keeping these tasks within one workflow helped maintain a consistent standard across the account.
Extended the presence through WeChat Channels
Twish also managed Yantex’s WeChat Channels activity. Product videos and exhibition videos gave the brand another format for presenting information inside the same ecosystem and helped create more points of contact than articles alone.
The Official Account and Channels were treated as related parts of the brand’s owned-media presence. This allowed written and video content to support the same business message.
Connected the account to sales support through WeCom
Twish connected the Official Account menu to WeCom so that sales support could receive and follow up on leads more efficiently. This created a clearer route from reading content to starting a business conversation.
Kept the programme connected to enquiries
The project measured more than content output. Article readership and the enquiries received after launch provided early evidence of whether the content was reaching and informing relevant people.
This is especially useful for a specialised B2B business, where a small number of relevant conversations can matter more than a large volume of low-intent engagement.
Results and evidence
The first article was published in June. Two further articles were published in July, when the account received two business enquiries.
- business enquiries were received in July.
- The first two articles each exceeded 1,000 cumulative views within two months of publication.
- Articles averaged approximately 500 views during their publication month.
These figures show early traction from the owned-media programme in 2026. They combine content readership with direct business responses, giving Yantex a more useful measure than reach alone.
What this project shows
WeChat account management can support B2B lead generation when the content is specific enough to help buyers understand the company. Regular publishing alone is not the objective. The account needs useful, customised material and a clear connection between content and business conversations.
For industrial brands with longer decision cycles, an owned-media programme also creates a content library that sales teams and existing contacts can continue to share. This gives each article a role beyond its initial publication date.
Discuss a similar project
Twish helps international and B2B brands manage WeChat content, publishing and practical enquiry paths for the Chinese market.