Why your small business needs a website in Chinese
To grow your business, there’s one ingredient you can’t do without.
Australia’s population stands at just under 26 million and to be fair that sounds like a decent number of potential buyers.
But it’s a drop in the ocean compared to other consumer markets such as the United States (328 million) and China (1.4 billion).
Many small to medium-sized businesses who want to grow are hamstrung by a single problem – not enough customers.
Even if you have a bricks and mortar shopfront with great passing trade and you rank number one on Google – sometimes it’s simply not enough.
So what’s the answer? You need to take your business global and the best way to do that is to use the internet as leverage and build a multi-lingual website.
When deciding which market is best to grow your business, there’s really only one answer.
China is the world’s largest online retail community, spending a staggering $US630 billion every year. That’s 80 per cent more than that other shopping juggernaut, the United States.
For many small to medium-sized business owners, the numbers add up when it comes to China.
After all, selling your products or services to even the tiniest percentage of China’s 1.4 million consumers is likely to boost your bottom line to a level you’ve only ever dreamed about.
What doesn’t stack up is the prospect of building a Chinese language website and selling to Chinese customers.
How do you do that when you don’t speak or read Chinese, you have no idea about China’s complex rules and regulations and your budget is small?
Who has the time or money, let alone the skill? Many business owners love the idea of selling to China but do nothing about it because it seems way too hard.
And adding to the noise are consultants and web development companies. Many are happy to promote the misconception that building a Chinese language website is virtually impossible without them because it means they can charge a ridiculous price – one that most independent businesses simply can’t afford.
But don’t let them fool you. And don’t succumb to your fears.
Building and operating an affordable Chinese language website is possible for small to medium-sized businesses.
Yes, it’s true that the Chinese consumer market is complicated by language and cultural differences that make it seem impenetrable, to your average Australian business.
The different web environment there is yet another obstacle plus our favourites such as Facebook and Youtube are not available in China. And finally, Google which looks after analytic and PPC campaigns for many Australian businesses is banned in China.
You’re probably thinking: Why not just quit before it gets too complicated?
To be blunt, the answer is: there’s too much money to be made, to give up before you’ve even started.
Without a Chinese language website, your business is virtually invisible to Chinese consumers because less than two per cent of Chinese citizens can speak or read English.
No matter how great your products or services might be or how brilliant your marketing campaign is… if it’s in English only your Chinese customers won’t understand a thing and they’ll just buy from someone else.
On a trade visit to China with Tourism NT in 2018, we visited Ctrip, one of China’s largest Online Travel Agents. While there we did a group search of #Darwin or #达尔文 on the big screen at the CTrip office.
And… pretty much, nothing.
There were only computer-generated content and a couple of savvy Chinese tour operators who had listed themselves (they speak Chinese remember).
It was a great indicator of how much-lost opportunity there is for small to medium-sized businesses.
And it was especially disappointing when you consider how important online travel content is in the tourism industry and given that tourism is one of Australia’s biggest exports.
In simple terms, for your website to be seen in China it needs to be in Chinese.
For small businesses, having a Chinese language website is a huge bonus, as it helps to develop your brand name and ability to increase customer conversion in China.
For your customers, by having a Chinese website, you are telling them:
- You’re a global business
- You care about your customers
- You are a trustworthy brand
From a business perspective, having a Chinese language website also helps you develop many other aspects of your business. Here are our Top 3 benefits:
1. A Chinese language website will help you find new customers
The numbers stack up – only two per cent of Chinese speak English, the Chinese internet is in Chinese (中文) and there are 820 million online internet users in China.
China is officially the world’s largest internet population and the world’s largest eCommerce community and they converse in Chinese, not English.
When you want new customers, you go where your customers are and you talk to them in a language they understand.
2. A Chinese language website will generate more income for your business
Chinese consumers have a penchant for online shopping which is what makes them the largest online community in the world.
A Paypal and Ipsos Report has found that that they are leading the way in buying from overseas and other markets, not just their own.
And finally Chinese have a taste for all things Australian because they consider our products and services unique and high quality.
So if you’re Australian, you offer great products and services and you’re visible online in China, then there’s really only one outcome:
your business is going to grow.
3. A Chinese language website allows you to connect with your customers
Smart business owners know that they need to be agile and responsive to their customer’s needs but they can only do this by connecting with them.
By having a Chinese language website, you become agile, it allows you to market, test products, connect with your customers, find out what they want and iron out the problems. All of this can be done from the comfort of your home or office in Australia.
With a Chinese language website, you deliver the message and you can craft the response. You’re not leaving it to others to give your customers an amazing experience…. you own it.
If you’re keen to learn more about how your small business can build a Chinese language website at a sensible price, check out our Webinar.
If you want to get started right away with a high quality, low-cost Chinese language website check out our special deals.
We offer a single Chinese language landing page that’s just the right length to convey all the essential information your Chinese customers will want to know about your business. It’s also perfect if you want to test the China market before investing more money.
And finally, if you have already developed your own Chinese language website – congratulations! Please tell us about it, we would love to hear your success story.