Designing and Localizing Websites for the Chinese

Market: Do’s and Don’ts

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#LIOX @Lionbridge

Presented By Rebecca Ray

Moderated By Tracey Feick
December 2009
 Introductions
Rebecca Ray
Managing Editor for the Globalization Insider for the Localization
Industry Standards Association (LISA)
rebecca@lisa.org
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

Tracey Feick
Vice President of Operations, Americas
Tracey.Feick@lionbridge.com
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

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 About Lionbridge

Global Scale Market Leadership

4,600 employees 26 countries Leader in $14B services industry
• Global network of 25,000 translators • Translation and adaptation of products
and content for international markets

Hosted Technology Global Clients

Web-based language technology Recurring relationships with 500+
platform global clients
• Enhances competitive advantage • 80% of revenue comes from recurring clients
• Drives efficiency • 12 of the Fortune 20 companies are client

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 About LISA in China

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

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 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

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 Why the 2nd Generation Matters

The 2nd generation of Chinese consumers has arrived

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

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 Why Sanzai Phones Matter

Source: Jake Hsu, Symbio, LISA China Focus 2009

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 Growth of the Global Internet Population

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 Oops! I Meant Mobile Statistics

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. 300,000,000

internet 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?

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 Globalizing Your Business Strategy - Do #1

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 Globalizing Your Business Strategy - Do #2

Product-centric Market-centric strategy

How can we adapt our What innovative

products/services/we products/services/we
bsite for China? bsite do we need to
build for China?

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 Globalizing Your Business Strategy - Do #8

Address the…

in the room

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 POLL

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

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 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?

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 Designing Your B2B Website - Do #2
“Art of the Global Gateway” (John Yunker - www.bytelevel.com)
Good example (for really big companies):

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 Designing Your B2B Website - Do #2
Another good example of a global gateway:

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 Designing Your B2B Website - Do #2
A bad example of a global gateway:

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 Designing Your B2B Website - Do #3

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

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 Designing Your B2B Website - Do #4

Mobile, Mobile, Mobile!

Micropayments

Virtual currencies

Mobile coupons

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 HP (U.S.)

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 HP (China)

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 SAP (China)

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 SAP (Global)

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 China Mobile

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 Verizon (U.S.)

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 China Mobile, continued

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 Yeepay.com

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 VeriSign (China)

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 POLL

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

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 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

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 Localizing Your B2B Website - Do #2

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

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 Political, Legal, Ethical Issues

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!

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 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

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 Resources

“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

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 Knowledge Center

Download White Papers

• 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

View Webinars On-Demand

• The Art and Science of Global Navigation

• The Best Global Web Sites (and Why)
• Mastering Multilingual Marketing

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Questions?

Rebecca Ray
rebecca@lisa.org
www.lisa.com

Tracey Feick
tracey.feick@lionbridge.com

Lionbridge
www.lionbridge.com
http://blog.lionbridge.com
http://twitter.com/Lionbridge

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