If your company wants to expand its market in China, your official website should be an important part of the marketing plan because the company website is the key for future customers to learn about your brand.
China accounts for about one-fifth of the global GDP and has a different digital ecosystem than many other countries. Therefore, for companies that would like to enter the Chinese market, it is necessary to create a Simplified Chinese website with localized content targeting the Chinese audience.
Preparing for Website Localization into Simplified Chinese: The earlier, the better.
Many companies do not start thinking about localizing their websites or products until the end of the development phase or until everything is finished. However, based on our localization experience, the later localization is considered, the more issues can happen. To avoid issues and delays, localization should start at the design stage so that the source content creators, such as the technical writers have an idea about how to make the content localizable and localization-friendly. Besides, the quality of source content influences the quality of the target content. So, it’s important to prepare for website localization from inception.
Tips for Designing and Developing Your Website for the Chinese
Designing and developing a website for a Chinese audience requires careful consideration of cultural nuances and technical requirements specific to the Chinese market. Here are some tips to keep in mind:
- Use a Chinese domain name: In China, websites with a .cn domain name are preferred over other domains. It’s also important to register your domain name with a Chinese domain registrar to ensure your website is accessible in China.
- Keep it simple: Chinese consumers prefer websites that are clean, simple, and easy to navigate. Avoid cluttered designs and flashy animations.
- Use a mobile-first approach: Over 98% of China’s internet users access the web from their mobile devices, so it’s important to design your website with mobile users in mind. Make sure your website is responsive and loads quickly on mobile devices.
- Pay attention to color and imagery: Certain colors and imagery have different meanings in China than they do in Western cultures. For example, red is a lucky color in China, while white is associated with mourning.
- Optimize for search engines: Baidu is the most popular search engine in China, so make sure your website is optimized for Baidu. This should include using Chinese keywords and optimizing your website’s structure and content for Baidu’s search algorithms.
- Be mindful of censorship: China has strict censorship laws, and certain topics and keywords may be blocked. Make sure your website doesn’t contain any content that could be seen as sensitive or controversial in China.
Want More traffic? How Digital Marketing Helps Promote Your Brand in China
Digital marketing is a powerful method for promoting your brand in China. Here are some ways digital marketing can help you reach and engage Chinese consumers and gain more traffic.
Social media platforms such as WeChat, Weibo, and Douyin (also known as TikTok) are extremely popular in China. By creating a presence on these platforms and engaging with Chinese consumers, you can increase brand awareness and drive traffic to your website. Besides, influencers have a significant impact on Chinese consumers’ purchasing decisions. By partnering with Key Opinion Leaders (KOLs) or Key Opinion Consumers (KOCs) in your industry, you can leverage their social media presence to promote your brand to their followers.
Baidu is the most popular search engine in China. By optimizing your website for Baidu’s search algorithms and using Baidu’s paid search ads, you can increase your website’s visibility and drive more traffic to your website. Creating high-quality, engaging content in Chinese can also help build your brand’s reputation and drive traffic to your website. This includes blog posts, short videos, vlogs, and infographics that resonate with Chinese consumers.
China also has an enormous e-commerce market. Platforms such as Alibaba’s Tmall and JD.com offer a lot of opportunities for brands to reach consumers. To boost sales and enhance brand visibility, it is essential to establish a presence on these platforms and optimize product listings. Since almost all internet users in China can access the internet through mobile devices, mobile marketing, such as mobile app marketing, SMS marketing, and mobile display ads, is crucial to succeeding in the market.
Localizing your website to Simplified Chinese can provide numerous benefits for your business. It can help you reach a wider audience of potential customers in China and increase your brand’s visibility and credibility in the Chinese market. However, it’s important to approach the localization process carefully and thoughtfully. This includes working with professional translators and native speakers of Simplified Chinese to ensure that the translation is accurate and appropriate for the target audience. It also involves considering cultural differences and ensuring that the website is localized in a way that resonates with the target audience.