Business communication in China works differently than in Europe. Email is used mainly for documents, contracts and formal confirmations, while ongoing conversations quickly move outside the inbox. For years, WeChat has played a central role, functioning as far more than a messaging app. For many companies, it is the natural environment for day-to-day cooperation, combining communication, file sharing and operational coordination in one place. More recently, many firms have also adopted WeCom, the business version of WeChat, which helps organize team communication and manage client relationships.
These are the channels where Chinese companies initiate first conversations, ask follow-up questions, exchange files and define next steps. As a result, even a strong offer and genuine expertise on the European side may not be enough if the communication process itself does not match Chinese online habits.
We see this regularly in inquiries appearing around the 西进门户 platform. On the Chinese side, WeChat or WeCom has become the default communication environment. This is where documents are shared, additional team members are involved and operational details are clarified.
In practice, some conversations begin to slow down very early, not because the European offer is unattractive, but because communication on the European side remains based mainly on email.
At EnterChina, the first contact is handled directly through WeChat or WeCom within the 西进门户 infrastructure. In practical terms, this means that when a Chinese company sees an offer, it can immediately start a conversation in a familiar channel, without contact forms or long email exchanges. On the European side, communication can then continue in a more structured way, with conversation history and shared materials preserved throughout the process.
For many European companies, a real entry point into the Chinese internet does not begin with marketing campaigns, but with establishing a communication channel where Chinese partners already operate on a daily basis.