If I had a pound for every time a client told me, “I have translated our website into Mandarin but I don’t have any Chinese customers!! Why not”?
Here are just a few reasons as to why targeting the Chinese market goes beyond translation-
Don’t presume Chinese customers can understand your brand name. Your name may be difficult to pronounce or have no meaning in the Chinese language. Invest in a Chinese name that positions your brand in the right way to your target customers. If you don’t, one will be created for you and it may not be the positioning you are after!
Your website if hosted outside the Chinese firewall is not always accessible within China. If your website has western links that are non accessible in China, such as Facebook, you can be sure your website is not accessible in China.
You need to consider your hosting options and ensure that you don’t have western links on your Chinese website.
Customer targeting and segmentation
You wouldn’t target your German and Italian customer’s in the same way. The same goes when targeting discrete Chinese customer’s segment’s. Copy and creative must be targeted and to each target audience,
Localise your channels
When targeting Chinese consumers use Chinese channels such as Weibo, Baidu, 360 and weChat to grow brand awareness, credibility and reach.
Bare in mind the Chinese market is huge, so segment your audience. Don’t expect results over night and build your brand and credibility before embarking on a search programme.
Protect your brand
Make sure you have trademarked your English and Chinese names and secured .cn domain names
If you want to know more about localisation for the Chinese market, we are holding a workshop on 16th February. Spaces are limited to 18, to book, please click here.