Mandarin and Cantonese have been the most commonly spoken languages in China for a very long time. Moreover, this trend will continue to move in a similar direction. Currently, there are nearly 1.3 billion Chinese language speakers in the world, and a majority of them reside within China’s borders. When you look at the global economy, China is nearly impossible to ignore, boycott, or forget. Moreover, why would anyone not want to do business with China given their population size, buying power, and strong consumerism approach to life? And the answer is no one. The case is actually quite the opposite, with companies regularly trying to capture a small chunk of the Chinese pie. However, there are certain barriers to entry, such as regulations and communication.
Chinese translation companies are hired to bridge some of these gaps. Firstly, such companies understand the cultural nuances, language variations, dialects, and trends of the market. Secondly, such companies are familiar with various Chinese regions’ laws, regulations, and sensitivities. And lastly, thanks to their experience in translating content for various industry-based companies, they are good at advising. So as you can see hiring a professional translation company might be a good option. People also hire in-house resources or freelancers. But, I think translation companies also have their reputation at stake, and that might be one reason I feel more comfortable working with them.
We learn from history to avoid mistakes made by those before us, and we learn to mimic the success they were able to achieve. The same rule applies in business and planning. See success stories to inspire, but also read up on failures to learn from their mistakes. Case studies can help you understand whether a specific market or business is right for you or not. So here are a few successful cases in China.
Fashion Industry
- Louis Vuitton (France)
- Chanel (France)
- Dior (France)
- Gucci (Italy)
- Hermès (France)
- Nike (US)
Consumer Goods
- Procter & Gamble (US)
- Nestlé (Switzerland)
- Johnson & Johnson (US)
- L’Oreal (France)
- Apple (US)
- KFC (US)
Automobiles
- Volkswagen Group (Germany)
- Toyota (Japan)
- General Motors (US)
- Honda (Japan)
- Ford (US)
- BMW (Germany)
Role of Translations in Penetrating Chinese Markets
It is interesting to note that all these companies mentioned above localized their marketing efforts and translated their materials for the Chinese market. Some hired on-site teams, while most would hire a professional translation agency. Moreover, if you read the case studies carefully, you will see that marketing efforts were based on Chinese pop culture, history, trends, and more. Language may be important, but trends are equally important in gaining traction. Reputation building is a major part of breaking into the Chinese market.
However, none of this is possible without accurate Chinese translations. Let’s dwell on how Chinese translations can build success for the Chinese markets.
Massive Consumer Market Access
The Chinese are not fond of speaking English or any other non-native language. According to some estimates, barely 1% of the Chinese population which is roughly 10 million people speak fluent English at a proficient level and most of them reside in Hong Kong. Hence Chinese translations give you access to 1 to 1.4 billion people. Translating websites, product descriptions, and more allows you to engage with these people.
Cultural Relevancy
If you avail professional translation services, you are more likely to make your translations culturally relevant. If your translations are accurate and carefully consider China’s cultural integrity, then you are likely to win their attention. Many companies such as Lego, KFC, and more did precisely this. Lego introduced sets made specifically for China. KFC introduced certain food items that can only be found in China. Both companies opted for localization for all regions they do business in.
Better Recognition & Visibility
Translating your marketing materials, slogans, and related things will give you more visibility. 99% of the Chinese population cannot speak English, hence you are very much not likely to be remembered unless you do it in their language. Local language and references will allow you to engage your audience. This will result in more sales or interactions with your brand.
Regulations and Law
China has some of the weirdest and strictest laws in the world. Moreover, certain documentation or paperwork needs to be provided in Chinese. Proper translation will ensure that your business is in compliance with the Chinese government. Moreover, even if in the future a legal issue arises, you are better equipped for it with translated documents. Take an example from LEGO’s legal case against LEPIN for copyright infringement.
Also Read: Custom Packaging
Final Thoughts
If you want to tap into the Chinese market, make sure to take assistance from a professional LSP. It is best that you choose a company you can partner with long-term. This strategy helps companies set a consistent tone and ideation methodology, allowing them to be more successful in the long run