Connecting with China: Localization strategies that work

With a population of 1.4 billion people — the second most populous country in the world — and the second-largest economy globally by GDP, China is a strategic market for the international expansion of many global companies.

In this post, we will explore key aspects of localization for the Chinese market, with a practical guide featuring some essential points for planning deployment within the market.

1. Understanding the Chinese Market: It’s Not as Easy as It Seems

China is a vast country, both geographically and culturally. With over 1.4 billion people and a growing middle class, entering this market requires a deep understanding of its language and culture. Let's start with the language: Chinese is a logographic writing system (unlike alphabetic scripts like Spanish), meaning one or two characters represent a word itself.

The predominant language in China is Mandarin, the official language of mainland China and Taiwan. In other regions such as Macau and Hong Kong, Cantonese is the main language. There are also regional dialects depending on the area, so a key question to ask when starting the localization process would be: 

Which region is your communication targeting?

When it comes to writing, you also need to consider whether simplified or traditional Chinese characters are being used. Want to know more about the differences? Contact us and we’ll tell you all about them. 

Practical Example:

A common mistake is translating content for the entire Chinese market using only Mandarin and simplified characters. This can lead to confusion or, worse yet, a cultural disconnect with the local audience. Let's look at more differences. 

2. UX/UI Differences Between Asia and the West

User Experience (UX) and User Interface (UI) designs also present structural and significant differences compared to Western designs.

UX/UI in China: More Information

While minimalist and clean designs dominate the West, Chinese users prefer interfaces rich in information and vibrant colours. Chinese apps tend to be more visually dense, offering multiple options and functionalities on a single screen.

Image Source: https://digitalcreative.cn/blog/how-china-ux-is-different

Example:

Western apps like WhatsApp offer a simple interface focused on messaging.

Meanwhile, WeChat integrates messaging, mobile payments, appointment booking, online shopping, and more into a single app. WeChat is not just a messaging app; it is a complete ecosystem.

Why is this important?

If your company is designing an app or website for the Chinese market, it’s essential to consider some of these features when adapting UX/UI. You may otherwise face limitations in user technology adoption. Chinese users may perceive a minimalist and ‘clean' design as being non-functional or incomplete. 

3. The rise of livestreaming in China

The livestreaming trend has transformed e-commerce in China. Platforms like Taobao Live and Douyin (TikTok in China) have made live broadcasts an essential sales tool.

Key Differences with the West:

• In the West, e-commerce is still predominantly static: users view product images and descriptions.
• In China, consumers prefer dynamic experiences where they can interact with sellers in real-time through livestreaming.

Livestreaming allows brands to connect in a more personal and authentic way with their audience, generating higher levels of trust and conversion.

Advice for Western Brands:

If your company is considering an e-commerce strategy in China, then livestreaming is not optional - it’s a must.

 

4. The Chinese Technological Ecosystem: WeChat and Beyond

In the West, we use multiple platforms for different functions: WhatsApp for messaging, PayPal for payments, Amazon for shopping, etc. In China, WeChat does it all.

WeChat: The Chinese All-In-One

WeChat is not just a messaging app; it’s a complete ecosystem that includes:

• Instant messaging
• Mobile payments (WeChat Pay)
• Social media
• Service bookings
• E-commerce 

Key Difference: While brands in the West need to adapt to multiple platforms, in China it’s essential to optimise your presence on WeChat. This means not only localizing your content, but also creating mini-programmes and campaigns specific to the platform.

 

5. Cultural localization: Beyond the Language

Localization involves adapting messages to the cultural expectations of your target audience. You must consider cultural aspects that may seem peculiar to you but are completely normal in the culture. If ignored, you may face difficulties that can range from amusing to truly damaging to your brand’s reputation. Here are a few examples.

Practical Example:

In Chinese culture certain gifts may be considered unlucky. For example, giving a watch could be seen as a reminder that time is running out, symbolising death. Similarly, giving umbrellas or shoes could suggest separation or a farewell, which is inappropriate in formal situations.

 

6. Digital Platform Regulations and Their Impact on Marketing

China has a unique digital ecosystem that is regulated by strict government standards, directly affecting how brands launch their marketing campaigns.

 Content restrictions and control

The Chinese government closely monitors content published on digital platforms such as WeChat, Douyin, and Alibaba. This means that any marketing campaign must comply with local regulations to avoid being blocked or removed. It’s therefore very important not to delegate content creation to a local partner that you can’t monitor. Try to build trusted relationships with collaborators who can ensure your content meets your brand’s exact requirements and standards, while considering the market’s specific characteristics. In this context, a reliable collaborator can be strategic.

 Local rather than international platforms

Due to access restrictions, many Western platforms such as Facebook, Instagram, and Google are banned in China. Companies must adapt their digital strategies and use local platforms like WeChat and Weibo to reach their audience. 

Final tips for effective localization in China: 

• Consult Experts: The best way to avoid cultural mistakes is by hiring specialists and professional consultants who understand the market's specifics.
• Adapt Your Content to the Specific Region: It’s not the same to target consumers in Mainland China as it is to target those in Hong Kong, Macau, or Taiwan. Start by asking yourself where your content is going.
• Optimise Your Presence on Chinese Platforms: WeChat is an essential tool for any digital strategy in China.
  Use the Right Colours and Symbols: Be mindful of the cultural connotations of colours and avoid common mistakes, such as giving items considered unlucky as gifts.
• Leverage Local Trends: Adapt to livestreaming and dynamic content in your e-commerce strategies, as Chinese consumers greatly value interactive experiences. With our dubbing service, you can easily create multilingual content to reach your target audience without risks.
   

Kobalt Languages can position itself as a strategic partner to help global companies navigate this complex ecosystem and connect with Chinese consumers in an authentic and effective way.

Ready to take your content to the next level? Contact us to find out how we can help you localize your brand for the Chinese market.

 

Post in collaboration with Luz M. Sanchis, Master Translations’ (MTS) Europe CMO. 

Picture from arnie chou by Unsplash