Content, Content, Content: explore the term localization

Chinese culture, both commercial and otherwise, is distinct. Like anywhere else, marketing campaigns should always consider local sensibilities and sensitivities regarding language and cultural context. It is not easy to localize to a business culture (Chinese) that is characterized by a wide linguistic variety, highly individual consumer behaviors, and distinct societal and political backgrounds. Entering the Chinese market necessitates presenting your authentic brand while also considering the peculiarities of the Chinese market. You risk losing the authenticity of your brand if you localize too much. The product may be unsuitable for Chinese consumers if sufficient localization is not performed. Foreign brands must distinguish between localizing and maintaining their global image. It is best to balance brand identity and local appeal and modify your branding as needed.

What needs to be localized:

• The name of the company. The image of a brand revolves around its name. The challenge is to present a brand in China competently and professionally while keeping in mind the local cultural, historical, and linguistic landscape. More information can be found in one of our previous posts: The Art of Branding in China part 2: Chinese Brand Naming

• The website's content. Localizing your website for the Chinese market entails more than just translating the content. The procedure must ensure that your content can pass through the Great Firewall and reach your intended audience. You can read more about it in one of our previous posts: Website, SEO, and SEM tips and significance in China

• Social media platforms and consumer forums (E.G. Zhihu, Tieba, Douban, AKA the Chinese versions of Quora). Finding, leveraging, and optimizing for social media platforms and forums is critical, and it can make or break your brand's reputation in China.

Localization gone wrong

Poorly adapted luxury products to the Chinese market can be detrimental to the brand. When the Italian luxury menswear brand Zegna launched a new collection in China, they attempted to appeal to local buyers by prominently embroidering the Chinese character "寿," which means "longevity," on each item. Unbeknownst to the designers, that character is only embroidered on the funeral clothes of the dead in China, and wearing a shirt with it was equivalent to cursing people for dying. The collection itself was brief.

Tip: Strike a balance between brand identity and local appeal, and adjust your branding to reflect this.

Flow Cases

ACS?

ACS is the main brand of Angelantoni Test Technologies, one of the Angelantoni Industries Group companies. With its 3 production plants in Italy and 4 foreign sales and service branches, Angelantoni Test Technologies is one of the world leaders in the manufacture of simulated environmental test chambers.

Scope:

- User Experience

- Design localization from China

- WordPress-based content management system

- Chinese search engine optimization

- Maintenance

SPT Labtech?

SPT Labtech’s aim is to offer pioneering, high-caliber solutions to the life sciences industry. SPT Labtech focuses on the creation, design, manufacture, and support of robust, reliable, and easy-to-use instrumentation, including cell-based screening, sample management, liquid handling, and the management of analytical automation.

Scope:

- Website design localization for China

- WordPress-based development

- Chinese search engine optimization

- Website maintenance

Checkout.com?

Checkout.com enables businesses and their communities to thrive in the digital economy: it delivers innovative solutions and valuable insights that help its clients improve their payment performance.

Scope:

- Responsive website localization and design

- WordPress-based CMS development

- Pre-launch SEO

- Ongoing SEO and SEM

- ICP License application support

- Website maintenance

VW?

VWATJ produces high-quality Direct Shift Gear (DSG) for millions of Volkswagen Group China’s domestically produced vehicles and has grown to become a technical leader in the field. Today, VWATJ continues to advance – maintaining its momentum in the China market with production that meets high quality and technical standards.

Scope:

- Responsive website localization and design

- WordPress-based CMS development

- Pre-launch SEO

- Website maintenance

Working with a localization partner can help you speed up the process, address critical issues, and ensure that nothing slips through the cracks. Choose a partner who can provide you with a team of linguists, translators, designers, and developers who are all experienced. It should also help you choose the right tools and technologies to help you speed up the localization process and provide a consistent user experience with your brand image. Furthermore, it can assist in ensuring that your website and marketing content comply with local laws and regulations, such as China's Advertising Law, to avoid heavy fines. Flow is a creative agency that assists organizations in China with branding and digital presence. Do you require assistance with your Chinese localization strategy? Contact us for a custom quote.