The chaotic appearance is completely intentional and it relates to how the Chinese engage with offline commerce. Chinese shops tend to be very busy with plenty of garish promotions, ads and free gifts. The general idea is that the more a store has on view, the more it has to offer. This has passed onto the world of e-commerce, where shoppers want to see as much as possible on the homepage.
David Wei, former CEO of Alibaba Group, and Yu Gang, chairman of online grocery store Yihaodian, said in a CNN interview that Chinese customers don’t like clean layouts used on websites like Amazon. Instead they want to have a chaotic bazaar type experience.
Another user experience factor to consider is loading speed. Websites that are tailored to a Chinese market but hosted in the UK or US can often take up to 30 seconds to load. Consequently, many website visitors will bounce before the page can even load.
Local hosting can improve loading speed, encouraging more visitors to stay engaged on the website. However, hosting in China requires ICP license, something that is fairly complicated to obtain. An alternative is to use a content delivery network (CDN) although this is not stable compared to local hosting.
It would be wrong to assume that your trademark is legally recognised in China. Apple found out the hard way earlier this year when it lost a legal battle regarding the name “iPhone”. As a result, a Chinese firm which sells phones cases and other leather goods can continue to sell products under the name “IPHONE”.
After investing lots of time and money into building the reputation of your company, it would be very damaging to your brand if another firm began sell their own products under your name. It’s therefore essential to register your trademark in China and protect your brand.
When translating your trademark into Mandarin or Cantonese, consider whether you want a literal translation of your international brand name or to tweak it to suit a Chinese audience. Be extremely careful of literal translations—KFC made Chinese consumers a bit apprehensive when “finger licking good” was translated as “eat your fingers off!”