When businesses first attempt to enter the Chinese market, many quickly realise that simply translating a website into Chinese is not enough. China’s digital landscape operates in an entirely different way. With over 1 billion internet users, it presents significant opportunities for companies that are willing to adapt effectively.
Many businesses have failed because they approached China like any other international market. However, success in China requires an in-depth understanding of its unique digital ecosystem and cultural nuances.
This article explores key insights into effective website localisation in China. These strategies can help businesses navigate the system more efficiently, avoid common pitfalls, and position themselves for success in the world’s largest digital market.
Understanding China's Digital Ecosystem
First, you need to know that China’s internet looks nothing like what you’re used to. Most Western platforms you rely on daily don’t operate there:
- Google → Baidu
- Facebook → WeChat and Weibo
- YouTube → Youku and Bilibili
- Twitter → Weibo
- WhatsApp → WeChat
- Amazon → Taobao and Tmall
WeChat deserves special attention. It’s not just a messaging app, it’s a super-app that combines social media, payments, shopping, and much more. Many Chinese users spend hours daily within the WeChat ecosystem alone
Another key difference is how Chinese users access the internet. About 98% of Chinese internet users browse on mobile devices. Desktop-first design simply won’t work here.
Then there’s the Great Firewall of China. This system blocks many foreign websites and services. Your existing website might be completely inaccessible from mainland China, especially if it uses Google services, Facebook pixels, or other blocked tools.
Technical Localisation Requirements
Proper website localization for China starts with addressing technical requirements. These are non-negotiable if you want your site to function in China:
1. ICP Licensing
You need an Internet Content Provider (ICP) licence to host a website in China. This requires:
- A registered Chinese business entity
- A Chinese citizen as the legal representative
- Physical documentation and approval process
Without this licence, Chinese ISPs won’t be able to host your site, and users in China may be unable to access it.
2. Hosting Options
You have several choices for hosting:
- Mainland hosting: Fastest for users but requires an ICP licence
- Hong Kong hosting: No ICP needed, but slower access
- CDN with China nodes: Compromise solution for some businesses
It is advisable for businesses to collaborate with a Chinese hosting partner who has a comprehensive understanding of these requirements and can provide guidance throughout the process.
3. Site Speed Optimisation
Chinese internet infrastructure is different from Western networks. To achieve good load times:
- Minimise external dependencies
- Use local CDNs like Alibaba Cloud
- Optimise image sizes aggressively
- Implement lazy loading
- Consider AMP-style simplified pages
4. Payment Integration
Chinese consumers rarely use credit cards online. You’ll need to integrate:
- Alipay (owned by Alibaba)
- WeChat Pay (owned by Tencent)
Without these payment options, completing transactions will be difficult for Chinese users.
Content and Cultural Localisation
Beyond technical requirements, content must be carefully adapted to suit the market. Effective strategies have shown that the following approaches yield the best results:
Translation Considerations
Good translation is crucial, but it’s surprisingly complex. Consider:
- Simplified vs. Traditional Chinese: Mainland China uses Simplified Chinese, while Hong Kong and Taiwan use Traditional Chinese.
- Regional variations: Chinese language has many dialects and regional differences.
- Industry terminology: Technical terms may have specific Chinese equivalents.
Always work with native Chinese translators who understand your industry.
Cultural Nuances
Chinese web design often differs from Western expectations.
- Colour meanings: Red symbolises luck and happiness, while white is associated with mourning.
- Numbers matter: 8 is lucky, 4 sounds like “death” and is avoided.
- Information density: Chinese sites often contain more content per page than Western sites.
Content Preferences
Chinese users often prefer:
- Video content: Short video formats are incredibly popular
- Social proof: User reviews and testimonials are highly valued
- Detailed specifications: Technical details are important for purchase decisions
Design Aesthetics
These design elements have been observed to be particularly effective:
- QR codes (widely used for everything)
- Rotating banners and carousels
- Bright colours and animations (though avoid appearing unprofessional)
- Chat and direct messaging options
Avoiding Taboos
Be careful with:
- Political topics
- Maps showing Taiwan or disputed territories
- Religious content
- Certain animals or imagery with negative connotations
SEO for Chinese Search Engines
Baidu dominates search in China, with about 70% of the market share. However, optimising for Baidu is different from Google:
| Google SEO | Baidu SEO |
| Values backlinks quality | Values link quantity more |
| Supports various languages | Prefers Chinese language content |
| Faster indexing | Slower indexing of new content |
| Loves responsive design | Prefers separate mobile sites |
| Enjoys minimal Flash | More tolerant of Flash content |
Keyword Research
Chinese keyword research requires specialised tools:
- Baidu Keyword Planner
- Baidu Index
- ChoZan
- Dragon Metrics
Remember that direct translations of keywords often miss the mark. You need to understand how Chinese users actually search.
Technical SEO for Baidu
For better Baidu rankings:
- Host in China if possible
- Use Chinese metadata
- Create a Chinese sitemap
- Register with Baidu Webmaster Tools
- Add Baidu Analytics
Backlink Building
Local backlinks matter enormously. Consider:
- Partnerships with Chinese businesses
- Presence on Chinese directories
- Participation in Chinese forums
- Social media presence on Chinese platforms
User Experience Adaptation
Chinese users have different expectations for websites:
Navigation Patterns
Chinese websites typically feature:
- More menu items
- Deeper navigation hierarchies
- Multiple navigation options
- Prominent search functionality
Information Presentation
These approaches have proven to be effective:
- More content per page: Chinese users often prefer scrolling to clicking
- Detailed product information: Comprehensive specs and usage scenarios
- Visual instructions: Step-by-step guides with images
- FAQ sections: Addressing common questions upfront
Form Design
Make sure your forms accommodate:
- Chinese character input
- Chinese address formats (province, city, district)
- Chinese phone number formats
- Chinese ID number validation when required
Legal Compliance
China has strict regulations you must follow:
Data Privacy
China’s Personal Information Protection Law (PIPL) has requirements similar to GDPR:
- Explicit consent for data collection
- Data localisation requirements
- Strict data transfer rules
Content Restrictions
Ensure your website doesn’t contain:
- Politically sensitive content
- Adult content
- Gambling-related content
- Content that could be seen as disrupting social order
Industry-Specific Regulations
Some industries face additional restrictions:
- Financial services: Special licences required
- Healthcare: Strict advertising rules
- Education: Regulations on educational content
- E-commerce: Product certification requirements
Implementation and Testing Strategy
A phased approach to entering the Chinese market is recommended:
Phase 1: Initial Research and Planning
- Conduct market research
- Define your target audience
- Develop localisation strategy
- Select local partners
Phase 2: Technical Setup
- Secure necessary licences
- Set up hosting infrastructure
- Implement core website features
- Integrate Chinese payment systems
Phase 3: Content Localisation
- Translate and adapt content
- Optimise for Chinese SEO
- Implement Chinese UX patterns
- Conduct initial testing
Phase 4: Testing and Refinement
- A/B testing: Test different approaches with Chinese users
- User feedback: Gather input from Chinese testers
- Performance monitoring: Track site speed and availability
- Conversion optimisation: Improve based on user behaviour
Phase 5: Full Launch and Ongoing Optimisation
- Complete rollout
- Monitor performance
- Gather user feedback
- Continuously improve
Final Thoughts
Entering the Chinese market presents both challenges and significant rewards. Successful website localisation requires an in-depth understanding of China’s unique technical, cultural, and regulatory landscape.
Businesses that take a strategic and thoughtful approach to localisation often achieve substantial returns on their investment. Those that fail to adapt to the specific needs of the Chinese market risk missing out on its vast opportunities.
China’s digital landscape is constantly evolving, meaning that strategies effective today may require adjustments in the future. Companies should build flexibility into their approach and stay informed about market changes.
By implementing these best practices, businesses can position themselves to capitalise on the immense potential of China’s digital economy.
