Your SlideShare is downloading. ×
Designing And Localizing Websites For The Chinese Markets
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Designing And Localizing Websites For The Chinese Markets

789
views

Published on

Designing and Localizing Websites for the Chinese Market: Do’s and Dont's

Designing and Localizing Websites for the Chinese Market: Do’s and Dont's

Published in: Business

0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
789
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
30
Comments
0
Likes
4
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Designing and Localizing  Websites  for the Chinese  Market: Do’s and Don’ts Join us in tweeting this webinar #LIOX @Lionbridge Presented By Rebecca Ray Moderated By Tracey Feick December 2009 
  • 2. 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 W bb dl t h l 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 Company confidential – distribution prohibited without permission
  • 3. About LISA in China The Localization Industry Standards Association (www.lisa.org)  has been actively engaged in Greater China for more than a  decade d d Forums, Executive Roundtables, workshops, standards  development and research/publications on the ground in the  development and research/publications on the ground in the region Several of its members have become leaders in the globalization  g services, IT and BPO sectors sin China Contact LISA as a resource when attempting to solve challenges  in the Chinese market Company confidential – distribution prohibited without permission
  • 4. 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 Company confidential – distribution prohibited without permission
  • 5. Why the 2nd Generation Matters The 2nd generation of Chinese consumers has arrived A population = W. Europe is now at a flashpoint for  discretionary di ti Company confidential – distribution prohibited without permission
  • 6. Why Sanzai Phones Matter Source: Jake Hsu, Symbio, LISA China Focus 2009 Company confidential – distribution prohibited without permission
  • 7. Growth of the Global Internet Population Company confidential – distribution prohibited without permission
  • 8. 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 i t t “Techspeak” Version = The platform is less and less important 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? products and services? Company confidential – distribution prohibited without permission
  • 9. Globalizing Your Business Strategy ‐ Do #1 Company confidential – distribution prohibited without permission
  • 10. Globalizing Your Business Strategy ‐ Do #2 Product‐centric Market‐centric strategy How can we adapt our  How can we adapt our What innovative  What innovative products/services/we products/services/we bsite for China? bsite do we need to  build for China? Company confidential – distribution prohibited without permission
  • 11. Globalizing Your Business Strategy ‐ Do #8 Address the… in the room Company confidential – distribution prohibited without permission
  • 12. 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 Company confidential – distribution prohibited without permission
  • 13. 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? Company confidential – distribution prohibited without permission
  • 14. Designing Your B2B Website ‐ Do #2 “Art of the Global Gateway” (John Yunker ‐ www.bytelevel.com) Good example (for really big companies): Company confidential – distribution prohibited without permission
  • 15. Designing Your B2B Website ‐ Do #2 Another good example of a global gateway: Company confidential – distribution prohibited without permission
  • 16. Designing Your B2B Website ‐ Do #2 A bad example of a global gateway: Company confidential – distribution prohibited without permission
  • 17. 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,  g y p g , even if it doesn’t/can’t participate Company confidential – distribution prohibited without permission
  • 18. Designing Your B2B Website ‐ Do #4 Mobile, Mobile, Mobile! Micropayments Virtual currencies Mobile coupons Company confidential – distribution prohibited without permission
  • 19. HP (U.S.) Company confidential – distribution prohibited without permission
  • 20. HP (China) Company confidential – distribution prohibited without permission
  • 21. SAP (China) Company confidential – distribution prohibited without permission
  • 22. SAP (Global) Company confidential – distribution prohibited without permission
  • 23. China Mobile Company confidential – distribution prohibited without permission
  • 24. Verizon (U.S.) Company confidential – distribution prohibited without permission
  • 25. China Mobile, continued Company confidential – distribution prohibited without permission
  • 26. Yeepay.com Company confidential – distribution prohibited without permission
  • 27. VeriSign (China) Company confidential – distribution prohibited without permission
  • 28. Localizing Your B2B Website ‐ Do #1 Leverage the expertise of your language services  provider (in more ways than one) id (i h ) ... with other departments within your organization ... with other departments within your organization ... for all technical issues related to website  globalization ... for recommendations for local content ... for Chinese SEO Company confidential – distribution prohibited without permission
  • 29. 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!) Wh if G l fi d ( Chi d ’ !) Baidu currently holds 77% market share to Google’s 17% You can buy your way to the top on Baidu 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 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 Company confidential – distribution prohibited without permission
  • 30. 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.  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 t iti Respect for companies like HP and IBM runs very deep in all of Greater  China. Find a mentor and listen closely! China Find a mentor and listen closely! Company confidential – distribution prohibited without permission
  • 31. 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  F il t d t d th d ilit di ti biliti f competitors Going general and broad vs. laser focused and deep Going general and broad vs. laser‐focused and deep Ignoring potential key partners in your ecosystem Localizing just a few pages Localizing just a few pages Providing no real way to incorporate global input at the right times for  your site design/implementation processes Company confidential – distribution prohibited without permission
  • 32. 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 Company confidential – distribution prohibited without permission
  • 33. Knowledge Center Download White Papers • Building Stronger Brands Around the World: A Guide  to Effective Global Marketing 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 l i i l O li d View Webinars On‐Demand • The Art and Science of Global Navigation • The Best Global Web Sites (and Why) • Mastering Multilingual Marketing Company confidential – distribution prohibited without permission

×