There are different ways that would be useful but your boss must know how much advertising system is important and how much he wants to expend for it.
1) Google ad. 3 methods
2) Alibaba banner system
3) Talk with Alibaba to fix your advertisement on page 1 on your main keyword.
4) use different kinds of pictures
5) Start e-mail advertising system, some company sell over 5000 active e-mail on your own business. But never use e-mail bombing programs because will report you as spam! try Yahoo group or buy one program for group e-mail. never use CC and BCC in your mail because everybody can that this e-mail go to which e-mails.
6) join to canton fair or HK exhibitions.
7) try to find trading companies and offer your catalogue to them.
8) improve customer service.
9) try Yahoo! advertisement system.
If at first expend money for big advertisement later you don't need to advertise, these are people that advertise you automatically. For example, Dude! Did you see HTC diamond? how about X1?