Hi, to talk about the recommended approach can maximize the potential in China, Website is not Chinese people frequently-used tools. In my opinion, i will focus on the Chinese social media platforms. Both official Wechat and Weibo are basic platforms, which are the common ways for Chinese to know one thing. So, all the contents can put in those two basic platforms.
After setting-up the platform, we need to use other methods to promote those platforms and increase followers, attract customers, here are some methods:
1. promote drainage:
1.1 using others platform that many chinese fluently-used, like ZHihu, baidu zhidao(which like quora), ask a question in here, and make answers, which can lead people know your website; [the expense of this way is cheap]
1.2 using existing, popular and having same target customers' official wechat/ weibo, which can lead their followers follow yours; [the expense of this way is higher than 1.1]
2. Advertising
2.1 SEO (baidu) [high expense]
2.2 Wechat AD, which is like facebook AD
2.3 KOL cooperation
In all, all the cooperation is based on the same target.
It is still a draft proposal, if you are interested, we can talk more. And i have strong knowledges in managing social media.