Designing and Localizing Websites for the Chinese Market

Designing and Localizing Websites for the Chinese Market: Do’s and Don’ts

Presented By Rebecca Ray

Moderated By Tracey Feick

December 2009

Join us in tweeting this webinar

#LIOX @Lionbridge

Company confidential – distribution prohibited without permission

Rebecca Ray

Managing Editor for the Globalization Insider for the Localization Industry Standards Association (LISA)[email protected]

Globalization Consultant and Author with more than 30 years experience in the translation and localization industry

Pioneer in managing worldwide product design, localization, marketing and distribution

Introductions

Tracey Feick

Vice President of Operations, Americas [email protected]

20-year veteran in the translation and localization industry

Passion for customer satisfaction, change management and team building, and expertise in working within global organizations

mailto:[email protected]



About Lionbridge

Global Scale

4,600 employees 26 countries• Global network of 25,000 translators

Market Leadership

Leader in $14B services industry

• Translation and adaptation of products

and content for international markets

Global Clients

Recurring relationships with 500+

global clients• 80% of revenue comes from recurring clients

• 12 of the Fortune 20 companies are client

Hosted Technology

Web-based language technology

platform• Enhances competitive advantage

• Drives efficiency


The Localization Industry Standards Association (www.lisa.org) has been actively engaged in Greater China for more than a decade

Forums, Executive Roundtables, workshops, standards development and research/publications on the ground in the region

Several of its members have become leaders in the globalization services, IT and BPO sectors sin China

Contact LISA as a resource when attempting to solve challenges in the Chinese market

About LISA in China

http://www.lisa.org/


Why ‘8’ Matters

Seismic shift to Asia for consumption

The demand from Asian households will be 8x larger than that of U.S. households by 2013

SOURCE: Shanzhaiji, Karl Weaver, Newport Technologies, shanzai.com


The 2nd generation of Chinese consumers has arrived

A population = W. Europe is now at a flashpoint for discretionary

Why the 2nd Generation Matters


Why Sanzai Phones Matter

Source: Jake Hsu, Symbio, LISA China Focus 2009


Growth of the Global Internet Population


The prediction is for two billion people on the web by 2011, along with one trillion devices!

China now has 640,000,000 mobile subscribers vs. 300,000,000internet users

“Techspeak” Version = The platform is less and less important these days, as products and services move to the cloud

“Peoplespeak” Version = Isn’t the iPhone (and all of its relatives and knock-offs) simply another interface for accessing online products and services?

Oops! I Meant Mobile Statistics


Globalizing Your Business Strategy - Do #1



How can we adapt our products/services/we

bsite for China?

What innovative products/services/website do we need to

build for China?

Market-centric strategyProduct-centric



Address the…

in the room


Do you provide e-commerce capabilities for the Chinese market?

[ ] Yes

[ ] No, but we plan to do so within 12 months

[ ] No, and we have no plans to

[ ] Don't know

POLL


Designing Your B2B Website - Do #1

To what experiences/sites will your site be compared?

Local/regional competitors?

Western brands in your industry sector?

What, specifically, will be their expectations?


“Art of the Global Gateway” (John Yunker - www.bytelevel.com)

Good example (for really big companies):


http://www.bytelevel.com



Another good example of a global gateway:



A bad example of a global gateway:



Centralization vs. Decentralization

Templates, templates, templates

Engage your subsidiaries, local partners, local suppliers and language service provider from Day 1

Design your promotions and web offerings with China in mind, even if it doesn’t/can’t participate



Mobile, Mobile, Mobile!

Micropayments

Virtual currencies

Mobile coupons


HP (U.S.)


HP (China)


SAP (China)


SAP (Global)


China Mobile


Verizon (U.S.)


China Mobile, continued


Yeepay.com


VeriSign (China)


What type of site does your company provide for China?

[ ] No site at all

[ ] Our corporate site, with no localization

[ ] Our corporate site, with just a few pages localized

[ ] Our corporate site, with pertinent pages localized, but no local content

[ ] A fully localized site, with local content

[ ] Don't know

POLL


Localizing Your B2B Website - Do #1

Leverage the expertise of your language services provider (in more ways than one)

... with other departments within your organization

... for all technical issues related to website globalization

... for recommendations for local content

... for Chinese SEO


More on Chinese SEO

> 87 MM Chinese bought goods online in 2009 (an increase of 39%) = $36.6 billion dollars

“The Big 3” = Baidu, Google.cn and Yahoo.cn

Who cares if Google can find you (most Chinese don’t!)

Baidu currently holds 77% market share to Google’s 17%

You can buy your way to the top on Baidu

But, organic search still matters

To rank highly on Baidu, you must be hosted inside China (it’s basically a 2-tier internet system)

Caveat ... higher-income Chinese use Google as well

Localizing Your B2B Website - Do #2


Doing business in China is no different than doing it anywhere else, except that the scale requires a response that may affect your entire organization.

IP protection - don’t be misled

The Great Chinese Firewall - it’s a fact of life, so get over it

Leverage the local Chambers of Commerce in China, along with local expat communities

Respect for companies like HP and IBM runs very deep in all of Greater China. Find a mentor and listen closely!

Political, Legal, Ethical Issues


5+1 Don’ts - And How to Avoid Them

Multiplying 1.3 billion consumers x the price of your product/service = your gross sales

Failure to understand the speed, agility and innovation capabilities of your competitors

Going general and broad vs. laser-focused and deep

Ignoring potential key partners in your ecosystem

Localizing just a few pages

Providing no real way to incorporate global input at the right times for your site design/implementation processes


“Website Globalization and E-Business China” (Globalization Partners International White Paper)

“China as a Global Development Center”

www.lisa.org/Beijing2009.1331.0.html

“Ten Best International Web Sites Book”

www.lisa.org/Best-International-W.513.0.html

“7 Steps to Successfully Managing Partners: East and West”

www.lisa.org/7-Steps.976.0.html

Byte Level Research (“The Art of the Global Gateway”)

www.bytelevel.com

Resources

http://www.lisa.org/Beijing2009.1331.0.html

http://www.lisa.org/Best-International-W.513.0.html





http://www.lisa.org/7-Steps.976.0.html



http://www.bytelevel.com/


Knowledge Center

• The Art and Science of Global Navigation

• The Best Global Web Sites (and Why)

• Mastering Multilingual Marketing

View Webinars On-Demand

• Building Stronger Brands Around the World: A Guide to Effective Global Marketing

• Strengthening Global Brands: Key Steps for Meaningful Communications around the World

• Building a Global Web Strategy: Best Practices for Developing your International Online Brand

Download White Papers


Questions?

Lionbridgewww.lionbridge.com

http://blog.lionbridge.com

http://twitter.com/Lionbridge

Rebecca Ray

[email protected]

www.lisa.com

Tracey Feick

[email protected]

http://www.lionbridge.com/

http://blog.lionbridge.com/

http://twitter.com/Lionbridge

mailto:[email protected]@slu.edu

http://www.globalizationexecutive.com/
