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
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 • Translation and adaptation of products
• Global network of 25,000 translators
and content for international markets
Hosted Technology
Global Clients
Web-based language technology platform
Recurring relationships with 500+ global clients
• Enhances competitive advantage • Drives efficiency
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• 80% of revenue comes from recurring clients • 12 of the Fortune 20 companies are client
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 Company confidential – distribution prohibited without permission
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 Company confidential – distribution prohibited without permission
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? Company confidential – distribution prohibited without permission
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 products/services/we bsite for China?
What innovative products/services/we 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 2tier 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 Company confidential – distribution prohibited without permission