The allure to gain millions of new customers made many Western businesses chase the highly prized Chinese consumers. While many have invested heavily in product development, market research, advertising, and basing staff in China, there are still those who make some basic mistakes online.
The Web should be a key pillar for any marketing strategy in China. China’s 513 million Internet users are online for an average of 2.7 hours a day, more than any country except Japan. According to research by Ipsos China, 37.6 percent of Chinese consumers regularly increase their brand awareness through websites. And when it comes to increasing purchase intent, 47.5 percent are influenced by websites; traditional media like TV, radio, and newspapers sway less than a third of consumers.
So now we’ve established the importance of a website in China, what are the common mistakes businesses make on their Chinese websites?
8. Staying Contented Because It Looks Great on the Monitor
Many websites in China look plain ugly on a mobile screen and are fiddly to use with fingers. More Chinese consumers access websites from their mobile than their PC, and with Android smartphones selling for less than $100, that gap is widening. When you’re optimizing for mobiles, make sure your Web pages also look good on tablets, most importantly the iPad.
7. Getting Lost in Translation
Amazingly, a few websites still display content fresh from a Google Translate. Even Tom Cruise’s publicist had a crack for a few days on his Chinese microblog. While many sites haven’t used Google Translate, some translations still fall short. Ensure you consult an expert translator who understands English well, as many translators don’t. It’s also a good idea to run it past another Chinese speaker to ensure the right message is getting across.
6. Forgetting the Other Chinese Speakers
On the subject of translation, unless you’re only interested in Mainland China, it’s a good idea to translate to traditional Chinese characters, in addition to simplified characters. Hong Kong, Taiwan, and Malaysian Chinese all read traditional characters, and although their number is small comparative to Mainland China, they still represent a larger population than Australia.
Via Charles Tiayon