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How to Make a Successful Website in China for Overseas Brands

October 15, 2022

How to Make a Successful Website in China for Overseas Brands

Are you an overseas brand looking to enter the Chinese market? Having a strong online presence is crucial for success in today's digital age, and creating a localized website in China is the first step. However, creating a high-quality Chinese website requires careful consideration of cultural, linguistic, and digital differences, as well as compliance with local laws and regulations. In this blog, we'll guide you through the key considerations for overseas brands looking to create a website in China.

Cultural and Linguistic Considerations for Chinese Website Translation

When creating a website in China, it's important to take into account cultural and linguistic differences. Chinese consumers have different values, preferences, and behaviors compared to consumers in other markets, so it's essential to adapt your website content to meet their expectations. Working with experienced translators and localization specialists is key to ensuring accurate website translation and cultural relevance.

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a. Utilization of White Space: Western websites often adopt a minimalist design approach with generous amounts of white space, whereas Chinese websites typically aim to maximize utilization of web space. This can result in an abundance of information and advertisements appearing on Chinese webpages.


b. Navigation Design and Information Categorization:Western websites tend to have a minimal number of navigation options, emphasizing user intuition, while Chinese websites frequently provide extensive navigation options. Chinese websites often organize menus into various categories and provide quick access links to popular topics. This allows for easy and convenient comparisons, as each click opens a new window or tab.


c. Color Selection and Visual Impact:Western websites often utilize a straightforward color scheme, while Chinese websites tend to embrace a more vibrant color palette and frequently incorporate Flash plugins and animations. To attract Chinese users, incorporating eye-catching colors and a substantial amount of imagery is recommended.


d. Integration of QR Codes: A large number of Chinese websites feature a QR code on their homepage, allowing for seamless integration with mobile platforms. By scanning the code, users can quickly access in-depth product information, promotional discounts, and rewards.

Get a Localized Domain Name with ".cn" Extension

The Chinese government has strict regulations on domain names, so it's important to register a localized domain name ending in “.cn” to ensure your website is accessible to Chinese consumers. This will also help improve your website’s search engine optimization (SEO) and increase visibility on search engines like Baidu.

To get a .cn website in China, you will need to follow these general steps:


a. Choose a domain name registrar that is accredited by the China Internet Network Information Center (CNNIC), which is the organization responsible for managing the .cn domain.

b. Verify your identity with the registrar and provide documentation to prove that you are a legitimate entity.

c. Apply for your desired domain name and pay the required fees.

d. Once your domain name is approved, you will need to find a web hosting provider that operates within China and has an Internet Content Provider (ICP) license.

e. Upload your website content to the hosting provider and configure your domain name to point to your website.

f. Finally, apply for an ICP license through the Chinese government to legally operate your website in China.

It's important to note that the process for obtaining a .cn website can be complex and time-consuming, and there may be additional requirements or regulations depending on the type of content you plan to host on your site. It's recommended to seek the guidance of a professional with experience in this area.

Adapting to the Unique Chinese Digital Ecosystem

The Chinese digital ecosystem is different from that of the West, so it's important to adapt your website to meet the needs and preferences of Chinese consumers. Incorporating popular social media platforms like WeChat and Weibo into your marketing strategy and partnering with e-commerce platforms like Taobao and can help reach Chinese consumers.


When building a website in China for an overseas brand, social media can be a powerful tool for engaging with Chinese audiences. Here are some tips for using social media to build your brand and engage with Chinese consumers:

a. Choose the right social media platforms: WeChat and Weibo are the two most popular social media platforms in China, but there are also many other niche platforms that may be relevant to your target audience. Choose the platforms that are most popular with your target audience and are aligned with your brand. 


b. Create a strong brand presence: Set up a branded account on your chosen social media platform and use consistent branding and messaging across all your digital channels. Make sure your social media profiles and website are visually appealing, user-friendly, and reflective of your brand values.


c. Share relevant and localized content: Post regular updates on your social media accounts and share content that is tailored to the interests and preferences of your target audience. This could include educational content, product promotions, or industry news. Make sure to use localized language and take cultural differences into account.


d. Leverage social media advertising: Paid advertising on social media platforms can be a highly effective way to reach your target audience in China. Consider using targeted ads to reach specific segments of your audience and optimize your advertising based on performance data.


e. Use influencers to amplify your reach: Influencer marketing is a popular strategy in China, and partnering with relevant influencers can help you reach a wider audience and build brand awareness. Choose influencers who align with your brand and who have a strong following among your target audience.


f. Encourage user-generated content: Chinese consumers are highly social and enjoy sharing their experiences and opinions on social media. Encourage user-generated content (UGC) by running contests, asking for reviews, or featuring user-generated content on your social media channels. UGC can help build trust and loyalty among your audience.


g. Provide customer service through social media: Chinese consumers expect high levels of customer service, and many brands use social media as a channel for customer support. Make sure to respond promptly to customer inquiries and complaints on social media, and use social media as an opportunity to build relationships with your customers.

By using social media effectively, you can build a strong digital presence in China and engage with Chinese consumers in meaningful ways. It's important to understand the unique preferences and behaviors of Chinese consumers, and to tailor your social media strategy accordingly.

Compliance with Chinese Laws and Regulations

Finally, it's important to ensure that your website complies with Chinese laws and regulations. Obtaining the necessary licenses and permits and following guidelines for data privacy and security will ensure that your website is fully compliant with all relevant regulations. Working with a local legal specialist can help ensure compliance.

In conclusion, creating a high-quality website in China requires careful consideration of cultural, linguistic, and digital differences, as well as compliance with local laws and regulations. By following this guide, overseas brands can establish a strong online presence in the Chinese market and connect with Chinese consumers. Make sure to get started on your website localization journey today and tap into the potential of the huge Chinese market!


Chinatop Marketing, as a marketing agency in China, has the capability to effectively build websites for oversea brands. Our extensive experience and expertise in the Chinese market make us a reliable partner for international brands looking to establish a strong online presence and reach a wider audience in China. By providing high-quality services and customized solutions, Chinatop Marketing help our clients achieve their marketing goals and succeed in the competitive Chinese market.

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