What does a writer want? If a written book is appreciated by the readers, discussed in the book clubs, and that it is translated into multi-languages. You’d be surprised to learn writers from the western side of the world find Chinese text impeccably curious. Especially the Americans, who like to read and learn Chinese are often seen trying to translate Chinese novels. Jeremy Stevenson is one of those Americans who showed a keen interest in Chinese literature. He tried translating Liu Cixin’s work “The Three Body Problem” into English. Since then, the book has sold over 110,000 copies! 

However, was it easy for him to translate the Chinese book? To achieve this milestone, Stevenson had to face certain complications that any translator usually faces during translation from Chinese into any other target language. 

The Chinese language comprises pictograms (strokes), not letters, which makes the translation process harder and time taking. 

What Stevenson felt was that contemporary Chinese fiction is rather fascinating, but these aren’t easily available in the market. If any of them is available, it is sold off at Amazon, or available in poor quality. This is one of the standard issues with the Chinese context. 

Why Do Translators Face Challenges in Chinese Content?

The reason why most of the Chinese work goes unnoticed is because of language origin. Languages that are written with the help of letters follow the basic structure despite the differences like German, Italian, or English. 

The literary translators need a strong understanding of language to translate Mandarin Chinese to English. So as you can expect, literature conveys information in a particular way. Translators with a Mandarin Chinese background tend to produce a good quality translation of Chinese literacy. 

What Makes a Literary Translator Great?

The ability to overcome the challenges of a language.

Remember that Mandarin is divided into two main categories; Traditional Chinese and Simplified Chinese. Besides these two prime categories, there are other regional dialects as well. Keeping these in mind, we have compiled a list of a few primary aspects that make Chinese translation difficult. 

• Unrelated grammar rules 

What is the major difference between English and Chinese? The grammar rules applicable in English are not applicable to Chinese (either simplified or traditional version) language. Mandarin Chinese is specifically alien to English grammar. The fundamental rules of verb conjugations simply don’t exist in Chinese grammar. 

It adds to the complication of the accuracy of content from Chinese to English. So a message needs to be conveyed differently. 

• Topic prominence 

A topic-prominent language requires a translator’s focus. You need to listen or read the sentence to understand what is being said in the context. Because the standard grammar does not apply to Mandarin Chinese, it is important to read and reread the content carefully before translating Mandarin. 

This isn’t only time taking, but also puts the translator into a heavy workload. A reader needs to comprehend the literature context even after the translation process ends. Proofreading subtracts major chunks, which is why you need to make sure that subject prominent languages like Chinese or English or even French are thoroughly interpreted. 

• Characters and meanings

What is the average number of Chinese characters that a reader has to read in a Chinese newspaper?

Usually, an average of 2000 to 3000 Chinese characters are in a Chinese newspaper. If you are reading a book, the numbers can exceed more than 50,000 Chinese characters. Chinese characters are comprised of logograms rather than phonemes. 

Chinese characters indicate unique meanings if combined with different characters. This also affects the pronunciations, making the pronunciations somewhat similar. To differentiate the tones and meanings means to place the characters in the sentence that makes sense around the context. 

• Writing script 

As mentioned earlier, there are two major houses for the Chinese language–Traditional Chinese and Simplified Chinese. The complexity of strokes is different in both dialects. Simplified Chinese (as the name suggests) has lesser strokes than Traditional Chinese. 

To summarize this, the script complicates the literacy work. The simplified version is easy to translate comparatively to the Traditional Chinese. Usually, the major literary works like Chinese poetry, historical and cultural references are often available in Traditional Chinese, which makes the translation difficult. 

• Difference in expressions 

To be a creative translator, he/she must have the right understanding of the Chinese characters. The Chinese lexicon comprises unique references from history and culture, which is why a non-native speaker faces a hard time understanding it. 

The use of idioms, metaphors, and sayings is extremely common in Chinese literature. A translator cannot ignore them in translation or simplify it either because each metaphor, idiom, and saying consists of creative expression. This is another reason a translator must have deep knowledge and understanding of the Chinese culture and literature before he can even begin the translation. 

How a Literal Translator Can Improve?

Literary translators specifically have the skillset in literary works. They do know the basics, but with time, they need to update their skills too. What makes a great literary translator is their level of understanding of the Chinese characters and overall content’s essence. 

It’s the job of a translator to interpret the source context and to translate it into the target language in a way that rightfully conveys the meaning. 

Moreover, Shanghai Translation Grants were established in 2015, to overcome the translation problem and to improve the translation quality of the Chinese literature. It drastically improved the readership of native Chinese books that were translated into English, Vietnamese, Serbian, and Japanese. According to the respective policies, the grant was eligible for the published or non-published translated books in the following categories. 

• Literature 
• Art
• History 
• Children’s books

If such steps are taken by the government, they can promote their native culture and language from a literal point of view. This will improve one’s perception of culture and language. Also, this will encourage foreign translators to dwell deeper into Chinese literature and expand their knowledge. 

Popular Chinese books are breaking the overseas barriers, let’s see how long it further takes to develop a strong foothold in the market.  

The app localization business is the fastest and most lucrative business in the world, and it is definitely on the to-do list of most businesses for 2020. The reason is simple—it has proven itself to be an effective way to gain more market share and a sure way of achieving sales globally. However, there are certain countries that yield more returns if you localize your app for them. The Chinese market is one of these lucrative markets.

If you succeed in localizing your app for the Chinese market, be assured that you have hit the jackpot!

With a user penetration rate of approximately 23% in 2020, and expected to hit 25.5% by 2024, China can be counted as among the top markets for mobile apps. If numbers are anything to go by, the number of active users on third-party mobile apps touched 472 million in the year 2018, and that figure is expected to soar to 485 million in 2020.

Here’s a brief look at the app market in China.

The Chinese App Market—Android vs iOS

The Chinese market is a hotbed of opportunities, particularly for app developers. This can be ascertained by the fact that the revenue in the Chinese apps industry is projected to reach approximately USD 555 million in 2020, with a growth rate of 7.2%. Not only that, but this growth is also expected to project a market volume of USD 734 million by 2024. 

Granted, the Chinese app market looks attractive enough to attract new entrants, but it is quite different from the Western app market. The Chinese app market is dominated by Android apps, followed by third-party apps and then iOS. Since China has its own search engine and does not rely on Google, this indicates the absence of Google from the app market, and ultimately that of Google Play. If localization into the Chinese app market is your goal, you will have to undergo a strict regulatory cycle of app certification through each of the app stores in the Chinese market. 

The most popular app store in China is Tencent MyApp App store with more than 270 million active users. This is followed by the Oppo app store and Huawei App store with 125 million and 122 million active users, respectively. 

Apple app store has a different game in the Chinese market altogether. While it dominates the western and Asian markets, the iOS app store has only a 14% market share in China. However, the Apple fans in China are generally loyal to the brand, which gives it an appreciable edge in the Chinese market. 

You might want to enter the Chinese market with both Android and iOS app versions of your apps, but that is an expensive undertaking that would incur a load of hassles. Choose wisely over which store you want to go for, as that would shape your app store success in the Chinese market.

As far as the Chinese app market is concerned, it is lucrative for new as well as old players. The question is, are your apps localized for this lucrative Chinese market?

The Rules for App Localization in China

One thing that new entrants in the Chinese app market need to keep in mind is that the Chinese market is different from any market in the world. No matter how popular their app is in the west, it might go unnoticed in China, as local apps dominate the Chinese digital landscape. 

Rule #1: Change the technical details

In order to fit your apps in the local market, there is a need to change the technical details of the apps, along with the linguistic ones. Although you can encode with any of these standards: EUC-CN, ISO-2022-CN-extension, ISO-2022-CN, or GBK, it’s wiser to use Unicode (UTF-8) as it supports all Chinese characters. In addition, it allows for multiple language localization as well. 

It is also important to find a local server to integrate your apps to the Chinese-based cloud system. To ensure your apps run without any disconnections, you need to have access to Chinese servers and for that, a partnership with a local entity is a must.

Rule#2: Translate your App

Translation is one of the most important steps in the process of app localization. This means you will have to spend extra bucks to hire a professional team that can translate your app into the Chinese language. Remember, using automated translation is not an option in China—Chinese people prefer complex expressions and hold different opinions with regards to writing styles. This is why you will need human translation to ensure your message and app resonates with the target market. 

Rule#3: Come up with a new app name

When entering the Chinese market you need to be flexible enough to exercise new ways of doing things. Changing your app name from the English version to Chinese is not only necessary, it might be the best marketing step you take. This is because the English name of your app might have different connotations in Chinese—and not all of these connotations will have a good impact on Chinese consumers.

Make sure to find a local Chinese name for your apps as it will create greater appeal for the Chinese audience. Work with a local marketing company to ensure you pick the right name that stays close to your brand message and also attracts the Chinese customer.

Rule #4: Promote your App the Chinese way

After you have made your app available in the Chinese market, you need to promote it too. Regardless of how good your app is, it won’t stand a chance if you don’t use proper promotion channels—think WeChat and Weibo. If you are thinking of taking Facebook, Twitter, or Google route, think again. These platforms don’t work in China, so you need to take advantage of WeChat’s one billion daily active users to promote your app in the Chinese market. Other than that, human interaction is highly appreciated in China, so go for discounts and special promotions as a way to attract more customers.

Rule #5: Consider all laws and regulations

When it comes to internet rules, China is a strict region. A small mistake can lead to your app getting banned in China. For that, you need to be constantly upgraded to the latest rules and regulations regarding cybersecurity and censorship. The Cyberspace Administration of China had implemented a new set of rules in 2016 for app developers regarding data privacy, censorship, and cybersecurity. This is why you need to work with a local partner who knows all these local laws and regulations.

The Last Word: the Chinese market is waiting

According to future estimates, by 2023, over 900 million Chinese users will have access to the internet from their smartphones. This means you will need to make your app localization move faster if you want to make an impression on the Chinese customer. Take time to plan your app launch in the Chinese market, but be prepared for all possibilities as the Chinese market is not only tougher than the western market but is also a profit-yielding and lucrative one. 

Mandarin Chinese is the sixth official language spoken by the UN, United Nations. It has gained great importance in the world of linguists. Mandarin Chinese is the official language of China. It is shaped by the Beijing dialect and the dialects that are spoken in the Northern areas of China. Mandarin Chinese language is taught as Yuwen in Chinese courses. 

China is emerging as the next superpower. If you want to do business with China, you need to mitigate the communication barrier. That can be done by learning the Mandarin Chinese language. Many developing countries have started offering Chinese learning courses to their people so that they can do business with China successfully.

 Why You Need to Learn Mandarin Chinese Language

Learning the new language is a great skill and if you learn more than one language and become bilingual or multilingual then you will be able to stand out in the fierce competition. If you are clear about your objective in learning the Mandarin Chinese language then you will learn the Chinese language quickly without making much effort.

Understanding the Different Tones

Mandarin Chinese is a tonal language and the meaning of the words changes according to the tones. It does not make any difference even if the pronunciation and spellings are the same. It is very important to differentiate between the tones if you want to learn Mandarin Chinese correctly. Let’s have a look at four main tones.

• The first tone starts with a high pitch and it sounds high and flat with no fluctuation.
• The second tone rises moderately. Your voice rises from a low to middle pitch.
• The third tone is a dipping tone, and it fluctuates from the middle to low and then high.
• The fourth tone is lowering. It starts high and drops sharply to the bottom of the tone. English-speaking people often associate it with an angry command.

Understanding Basic Grammar

Some people have a misconception that grammar does not exist in the Chinese language, but the truth is grammar does exist and the grammar rules in the Chinese language are different from Indo-European and other language systems. Chinese is the analytic language that requires sheer dedication from learners.

• In Mandarin Chinese, there are no complex rules like gender, plural nouns, agreement, tense, and conjugations. Many words contain single syllables that are then combined to make compound words. It makes sentence composition straightforward.
• The Mandarin Chinese has its own set of grammar rules and they don’t have an equivalent in English and other Indo-European languages. For instance, the Chinese use grammar features like topic prominence, classifiers, and preferences. These are not used in other languages so it becomes difficult for learners to grasp.
• Despite all these differences, the Chinese use the same sentence sequence, i.e., subject, verb, and object and it makes the translation process easy.

Learning the Use of Pinyin 

Pinyin is a system that is used for writing Mandarin Chinese. It uses the Roman alphabet. Hanyu Pinyin is the form of Romanization and it is used in textbooks for teaching materials.

• Pinyin helps people who want to learn Mandarin to focus on their pronunciation. It also helps them to read and write Mandarin without learning complex Chinese characters. As pinyin uses the Roman alphabet so the pronunciation of their letters is not familiar to English speakers so it needs to be studied carefully.
• It seems difficult to learn Pinyin but once you learn it then it is extremely beneficial for your language learning venture as it helps to recognize the traditional Chinese characters.

Practicing Reading and Writing Chinese Characters

The last step to learn Mandarin Chinese is to learn how to read and write traditional Chinese characters. It takes a lot of time because it requires memorization and continuous practice.

• As per the BBC, there are around 50,000 Chinese characters in existence but not all of them are used. The person who wants to learn the Chinese language needs to know about 8000 Chinese characters but the acknowledgment of 2000 characters is enough to read a newspaper.
• For writing the Chinese language, it is necessary to learn 214 radicals that are required for building blocks for every Chinese character. Some of the radicals are used independently while others are used to form complex characters.
• You can learn the correct formation of characters from Chinese workbooks. They are designed basically for schoolchildren, but it can be useful for those who want to learn Chinese characters.

Wrapping Up

If you learn Mandarin Chinese language, it will further help you in learning other languages like Cantonese, Korean, Japanese, and other forms of literature even though they are different languages. Learning a new language is not easy, and it requires time and effort. Last but not the least, consistency is the key! 

Want to reach local Chinese markets and engage the huge potential customer base? Translating your website to the Chinese language is the solution. China’s extensive e-commerce markets and rising imports make it attractive for companies all over the world.  Many globally known names are establishing their presence in China to grab their market share. If you also want to become a recognized name in the Chinese market, you need to translate and localize your business website into the Chinese language.

Strategic Approach for Website Translation

China’s strengthening economy and the booming interest of their middle class in foreign services and imported products make their market highly attractive for companies all over the world.

Many global names are translating their websites to resonate well with the foreign audience in order to enhance their credibility.

Did You Know: Apple has translated its official website into 130 languages.

Companies do prefer to translate and localize their websites as per the linguistic and cultural preferences of the audience to improve their global image and enhances their sales. Interestingly, the B2B and B2C companies which run on entirely different approaches follow some common rules when it comes to localizing their websites for the Chinese market.

If you are also planning to dive into the Chinese market, we are here to help! The best possible solution is to hire a professional Chinese Translation company in order to get a flawless translation for your website.

Here is everything you need to know in order to translate and localize your website into the Chinese language.

Schedule a Process of Website Localization

Whether you are planning to build an entirely new website or translating an existing one into the Chinese language, you need to ask yourself a couple of questions, such as:

• What are the preferred payment methods of the target market?
• What’s the process for local data agreement?
• How much time do you have for localizing your website?

Figuring out answers to these basic questions and scheduling the process will help you save time.

Transcreation: Creative Website Translation

When you are translating your website into Chinese or any other language, literal transformation is not a good idea. Instead of translating words, you need to translate the idea to make the content appealing for the target market.

Translate your website by keeping in mind the cultural differences and it will help in establishing your credibility. We suggest you put more specific(related to China) information on the Chinese version of your website to make the target audience relate to your brand.

Remember not to choose a word-to-word translation for marketing material and product descriptions as that might leave you with totally senseless content. Get the whole idea translated and it can easily be done by taking assistance from a professional localization partner that can take the cultural aspects into account and deliver reliable results free from any type of error.

Pay Special Attention to User-Experience

One of the biggest challenges of expanding into foreign markets is connecting your brand with their needs and wants. You need to be innovative to develop a creative localization strategy in order to grab the attention of the Chinese market.

The first thing you need to do is understand the target audience. It will take some time but the better understand your new audience, the more effectively you can hit them via localizing your brand.  In-depth market research and competitor analysis will help you get a better idea of how to position yourself in the new market.

Make sure you present your brand in a way that resonates with the audience and they feel connected. If you want to improve customer acquisition in the new market, you need to know them well, in the first place.

In addition to understanding your audience and current market trends, you need to pay special attention to user-experience. Make sure you offer s seamless, user-friendly browsing experience with easy to navigate interface for visitors’ convenience. The more friction-less experience you provide, the more traffic you will get. Therefore, it is important to adapt the website as per the socio-cultural preferences of the audience.

Here are some of the important questions that you need to find answers to:

•  Is your website design and content appealing for the Chinese market?
•  It is good enough to grab the attention of the Chinese audience and convert them into customers?
•   Does your website offer easy and engaging user-experience?

Improve the Visuals

The selection of an appropriate color scheme and design for the website is also very important. You need to make your website look like a local Chinese one in order to provide the visitors with a more personalized experience.

You might already know, Chinese people love the red and gold color. Try incorporating these on your website to add a local touch to your website.  Different colors have varying interpretations in different regions.  Do your research, find out what different colors represent in China, and use the suitable ones as per your requirements. It can actually work to make the audience relate to your brand.

Keep the Web Copy Concise and Catchy

Keeping the fast-paced life of the Chinese audience in mind, we suggest you keep the website copy simple and concise. Nobody has time to read pages after pages of tons of information. Just keep it short and easy to understand. Make special efforts to make the buying process easy and fast and customer acquisition will be easy for you.

Most of the Chinese customers have a shorter attention span as compared to western customers and they prefer online shopping in a couple of clicks. Thus, if you want to keep the Chinese audience engaged, it is better to come up with creative and short website copy instead of lengthy blocks of texts.

 SEO-friendly Content for Chinese Market

In order to improve your online visibility, you need to optimize your content for the Chinese market. Google isn’t going to help you in China. The most popular search engine used in China is BAIDU and you need to make efforts to improve your ranking on it. Rethink about the page titles, Meta tags and images. Do your research properly as simple keyword translation might not be helpful. Find out what keywords your target market is using for relevant products/ and services and optimize your content accordingly.  For best results, consider hiring native localization experts.

Hire a Reliable Translation Partner for Chinese Translation Services

Last but not the least; choose your translation partner wisely. Website localization is a tricky thing and needs to be done perfectly to make your mark in the foreign markets.  Website localization includes evaluation of the total content to be translated, transcreation and localization of taglines, product descriptions and graphics, and most importantly, effective content optimization for improving the online presence.

For seamless translation and localization, hire a professional Chinese translation company that has been working in the Chinese market. 

What Does Localization Mean to You?

It’s not only about translating one language into another. It’s more about how to adapt a product or any content according to the locale. Translation has quickly become part of multilingual brands. Especially in the entertainment industry, the use of subtitles, transcriptions, and transcreation is at its peak. It means being a brand you have to complement the local norms while marketing your brand’s image.

Localization can be done brilliantly with visuals and images because it affects the learning process of an individual.

When in China Do as the Chinese Do

As a business entity world is dividing into parts; the Eastern world and the Western world.

The difference between the two becomes far more prominent especially when it comes to market a product or a service. Marketing strategies in western countries are more based on moods and emotions for instance use of emojis is quite similar to use of colors in eastern markets, likewise; green for envy, blue when you are sad, red when angry or mad, etc. whereas in Asian countries like China, colors mean a lot more than just mood or emotion.

It’s a symbol.

Global brands need to understand the depth of color symbolism in China. That’s why many require skilled translation service providers like Chinese Translation Company, to localize with a pure understanding of the Chinese culture.

From Taoism Point of View – the Avatar of Colors

If you ever went through Nickelodeon prime time, you might be familiar with a popular animated/cartoon series “The Last Air Bender” which aired a while ago. Although the movie release was a critical failure in cinema it did bring attention to the four elements; fire, air, earth, and water. The main lead is a boy (an avatar) who has to master all elements, go through the phase of change and development, and bring peace to the world (because he is the protector).

This traditional concept is more known as Wu Xing – five basic elements emphasize dynamic changes which is a lot similar to the basic concept of Yin and Yang (Taoism).

Wu Xing is co-related to Yin and Yang i.e. both concepts complement each other and so it was concluded with the 5 basic elements; fire, metal, earth, water, and wood. In Chinese culture, these elements reach far beyond their physical existence.

The popular belief is all living and non-living things are made from these elements. Each element is relative to certain characteristics like colors and personality for instance;

• Wood represents spring, brilliance, and bloom.
• Fire represents summer, strength, power, bravery, and intensity.
• Metal represents dead ends and difficulties.
• Water represents wisdom and accuracy
• Earth represents fidelity and honesty.

How Elements Play Role in Color Symbolism

Now, this is the interesting part, each element symbolizes a wide spectrum a total opposite of the black and white color of Yin and Yang.

Each element represents a color;

Fire

What do you imagine fire would be like? It represents high energy and mostly associated with bright colors that depict the nature of the element. Usually, the colors representing fire are red, scarlet, deep purple, and sometimes pink.

Earth

Did you ever imagine why people in China have wood floors as traditional home décor? The soothing colors represent the element. Colors such as brown, yellow, and terracotta evoke the essence of balance. Therefore it makes people feel a closer connection to the earth and their motherland.

Metal

This element is the resilience of stability. Usually, when a couple gets married (in western countries) their band colors range from gold and silver, sometimes white or grey even. In Chinese colors, it’s about bringing equal balance in each other’s life.

Water

It is said water can have a soothing effect and can be used as a tool for torture. On the positive notes, this element is represented by shades of blue and black, it associates with the flow of life and predicts calmness.

Wood

Usually represented by teal and green, this element resonates birth and growth in Chinese culture. In most advertisements, you may come across this color.

As a marketer, you need to understand the use of colors in visuals. This will be quite helpful to present your product to the Chinese market. Now keeping these factors in mind, there are a few colors that are perceived more highly by the general audience like;

Red

Red is said to the most ancient color of all. The common understanding is that red is best represents Chinese culture. Somewhat it is true, Chinese consider red as a symbol of prosperity and happiness and used in several festivals to celebrate the time as well as the Chinese New Year or at weddings.

Yellow

This color is a bit sensitive for use in Chinese culture. You may have seen, yellow was often worn by emperors in the historic time, but currently the color manifest inappropriate adult content. So be careful if you plan to use this as your brand color.

Blue

Commonly used in advertisements especially if it is sports-related i.e. it represents masculinity – a common association as a gender-based color. Therefore if your brand focuses on the gender niche, it is safe to use this color as it does not gives any negative vibes.

White

Contrary to the popular belief in western countries where white is worn at the wedding day and often celebrated at festivals, in China, it symbolizes mourning. So wearing a white dress on any occasion other than funeral means disrespect for the festive events.

Purple

Quite a famous color in terms of marketing, this color symbolizes the ascendance to immorality which is a good sign in the said culture.

Conclusion

Colors associate with culture, traditions, values, and emotions. Every culture is unique therefore each culture depicts colors in a different way than the other. As a business entity, it comes down to you, to initiate the right market tactics with the right entourage of colors.

China is worth an investment. If you ignore color symbolism, you may call upon self-doom. It’s better to connect with the fundamental principles and win hearts.

When you think of the technological and economic revolutions in the world, one country that pops up in the mind is China. The hugely populated state boasts of some of the most lucrative opportunities for global businesses, irrespective of the type of industry. This is why businesses aim to understand the way Chinese consumer thinks and buys.

These shopping habits directly affect the way these consumers purchase products—a key point businesses should be focusing on if they want to take advantage of the opportunities awaiting them in the Chinese market. If you are a business aiming to step into China, all you need is a thorough knowledge about the Chinese consumer behavior as well as the support of a reliable translation agency for delivering you expert Chinese translation services.

Let’s take a look at the way Chinese consumer behaves and thinks when it comes to their shopping habits.

The Chinese Consumer Groups

Ever since China opened its doors to the outside world with its reform policies in 1978, global businesses have been able to step into this highly lucrative market for business establishments and growth. Perhaps this entrance by big companies has led to structural changes in the economy as a whole, affecting the Chinese consumer buying habits and preferences. However, it must be noted that not all Chinese think alike when buying a product—their preferences vary according to their ages, buying power, income and life stages. We categorize the Chinese consumers into 3 distinct groups for a closer look at the way their shopping habits vary:

1. The Lost Generation: Born Before 1960s

Termed as the ‘lost generation’, this group comprises of the people born before 1960s who had to face the tougher side of life. Growing up in times of political and social unrests, these consumers are further divided into frugal retired and wealthy retired. As the name suggests, the frugal retired Chinese worked primarily in state-owned enterprises and did not have the privilege of getting a standard education.

This is the reason this group is more sensitive to price changes and is ready to forego quality over convenience. In contrast, the wealthy retired individuals worked in government-owned enterprises, had a standard education and are therefore, less sensitive to price changes as well as prefer quality over cost.

2. The Post-revolution Generation: Born Between 1965-1980

Born after the revolutions, this group consists of members who grew up at the start of reform era. Having seen both the times before and after the reforms, this generation fluctuate between modern and traditional buying habits. Those having a greater disposable income are willing to spend on premium products and are conscious of the product quality. On the other hand, they are also aware of the need to save money and do not spend frivolously.

3. The Millennials: Born Between 1985 and 1994

The millennials are the most lucrative segment of the population, and the main target of companies. Born after 1985 and during the ‘one-child’ policy in China, these consumers have a tendency to spend extra money on products and have a relaxed outlook on life. Not surprisingly, they prefer luxury goods as well as high-quality products.

Key Features of Chinese Consumer Behavior

To understand the mind of the Chinese consumers, it is important to take a closer look at some of the key features that affect the way Chinese consumer shops. As the disposable incomes of these consumer rise along with an improvement in the standard of living, the past trends of consumer buying are shifting slowly. According to an estimate, 3.5% of Chinese households had an annual income of $3,800 in 1997. That figure has grown to 12% in 5 years’ time only—an indication of the better standard of living.

Feature #1: Product Innovation and Focus on Quality

With the improvement in the standard of living comes the shift in consumer’s preferences. The Chinese consumer is increasingly focusing on high-quality products and services, and has his eye on the brands delivering this high quality. According to an estimate, China is the largest market for luxury brands that account for approximately 47% of global sales of these luxury items. Chinese consumer will gladly pay for premium products and luxury items for maintaining a social status in society. Additionally, customized products are in greater demand and more Chinese are focusing on buying customized goods for a more personalized experience.

Feature #2: Growth of Online Shopping and E-commerce Stores

Ever since the internet revolution took place and companies jumped on the bandwagon of online stores, the retail landscape has changed dramatically. Brands in China, especially the luxury and high-end ones are focusing on delivering goods and services through online channels. In fact, China is the world’s largest E-commerce market with a revenue generation of approximately $615 billion.

This has also given rise to omnichannel retail and shopping that ensures customers can shop both online and offline as well. About 95% of Chinese consumers are categorized as omnichannel shoppers who love to try online shopping experience before opting for physical shopping.

Feature #3: the Growth of Social Media Channels and Online Retailing

The Chinese consumer is a modern and tech-savvy individual with an ample knowledge about the internet and the vast opportunities it offers. With the rise in popularity of social media, E-commerce stores and online brands are strengthening as well, but that has given rise to impulsive buying behavior among the Chinese consumer. In order to cater to the demands of these tech-savvy Chinese, WeChat offers one-step buying options for a quick shopping as well as pop-up notifications for new products and sales.

Other strategies that brands are working on and Chinese consumers are embracing are the use of KOL (Key Opinion Leaders) and social media influencers who have a huge number of fan following and use this to endorse brands. Nevertheless, this trend of social media is likely to bring more Chinese consumers into the online shopping world for a convenient and quick shopping experience.

The Last Word

China is the hub of economic and business growth and the Chinese consumer is more informed, social and practical individual. Regardless of the age groups, these Chinese consumers are more aware and informed about the many opportunities that internet and the rising E-commerce world has to offer. Nevertheless, if you are a business wanting to take your business to these Chinese consumers, you will need an awareness about the Chinese consumer behavior along with having the support of an agency which can deliver you comprehensive Chinese translation services for a seamless entry into the Chinese market.

They say it’s unwise to judge a book by its cover. Yet this is exactly what many people do when they look at Chinese people. Being the forerunner of economic and technological revolution, China is home to diverse cultures and traditions, with an ancient history admired by the rest of the world. While other countries evolved through time and absorbed different cultures through the ages, China was able to maintain its own identity. Not surprisingly, Chinese people appear very different to foreigners owing to their unique customs and traditions. If you own a business and aim to enter the Chinese market, chances are you will need to have a knowledge of some of the unique Chinese customs along with having the support of a reliable and professional agency delivering Chinese translation services for an easy transition into this economic and technological giant.

Here are 10 very unique Chinese customs which are found to be different from other countries:

1. Bowing as a Traditional Gesture

One of the gestures deemed unique and different from the rest of the world is bowing. To show respect to someone, Chinese people bow gently as a form of greeting. This traditional gesture is unique in itself as you may not see it in western countries. While the people in western states prefer shaking of hands, Chinese use this gesture in business and formal meetings. However, it is interesting to note that clapping in China depicts driving away demonic spirits instead as a gesture of appreciation or happiness, unlike the rest of the world.

2. Colors Reflect Symbols

In China every color has a traditional meaning for instance black color depicts evil and darkness and is most commonly used by prisoners. White color is used to depict grief, sadness and funerals. Red color brings good luck and power and is therefore considered most conspicuous color in China. It also represents fire.

3. Chinese Tea is a National Beverage

In China, when you are with friends and families, Chinese tea is the thing for you. Many traditional tea houses have been built where you can have infinite supply of tea in your tea cups. The common practice is ensuring all teacups are filled and don’t go empty. Termed as ‘tea-tapping’, this tradition involves visitors tapping the tables as a form of showing gratitude. In fact, it is a custom to never let a teacup go empty.

Tea is the national hot drink of China. In fact, the social status of a person is judged by the way and the type of tea he drinks. As a form of greeting visitors and securing business transactions, it is common to sit down for a tea with the guests.

4. Chop, Chop, Chopsticks!

The placement of chopsticks might be a gesture that is paid little attention by you, but in China, this placement is everything. It is considered bad luck to stick your chopsticks straight upwards after a meal as it depicts an offering to the dead. Moreover, it is highly discouraged to place your chopsticks vertically as it represents the incense used in funerals. Similarly, crossing the chopsticks is also disliked due to superstitious beliefs about offering to the dead. You can put your chopsticks next to your bowl, on your bowl or on the chopsticks rest. It will show that you have finished your meal.

5. Burping is Considered Sign of Gratitude

Ever burped in public and got embarrassed? We have all been there—but in China burping and farting after a meal is a common thing. According to Chinese doctors and Traditional Chinese Medicine (TCM), it is unhealthy to keep something in your body that wants to get out. In order to show gratitude to host and chefs, Chinese people start burping on the table which is considered to be a sign of satisfaction and gratefulness.

6. A Likeness for Foreigners

Chinese people love foreigners. Their curiosity about visitors from other countries lead them to take photos of these people. Interestingly, you will feel like a celebrity in China as they will keep on asking you to take photos with them. A lot of Chinese families will take your snaps without asking you. This is harmless so don’t forget to enjoy it. However, as most of the Chinese have black hair, foreigners having different colored hair are considered traditionally demonic to them. For example, Dutch people are associated with Buddhist demons owing to their red and orange hair—not a welcome thought if you are a Dutch wanting to take your business to China. You will still need to have the support of a reliable agency for delivering you the best Chinese translation services, though.

7. Eating Strange Foods and Drinking Hot Water

China is famous for its strange meals. In China, the best meal is a carefully balanced mixture of flavor, texture, color and food types. Chinese choose their meals differently—the stranger the animal the costly it gets. This is why it is a tradition to have frog lung, parts of pig, fish eyes, and stomach of a cow, chicken feet and hundred-year old eggs for meal. In fact these are labeled as special foods of China.

It is said that you must eat dumplings in winters otherwise the cold will tear off your ears. This is the reason Chinese throng to markets in winters to eat dumplings every year. Moreover, Chinese people prefer drinking burning hot water as they believe it prevents them from ailments and diseases. Also, it is considered impolite if you don’t drink your wine during business meetings as Chinese businessmen love white wine (known as baiju).

8. Giving Gifts, Refusing gifts and Gifts in Return

When it comes to gifts, who doesn’t like them? Chinese people love to give gifts in house parties and don’t open them until the guests are gone. However, they normally refuse gifts two to three times before accepting them. One must be careful in giving gifts too—a pear is a sign of divorce and separation and should not be gifted. Similarly, gifting umbrella and fans is said to bring bad luck while gifting a clock depicts counting down life span. Birthday gifts are wrapped in red paper or sheet as red symbolizes good luck and wine, cigarettes and sweets are considered ideal gifts on occasions.

9. Face Tattoos and Face Kini (face-mask)

Face is everything in China. Whether it’s a business meeting or an informal one, Chinese people focus on the face. This is why in China face represents social standing, honor and respect. The Chinese believe that these features of the face depict the true personality of a person, along with representation of his entire family. The pale complexion is desired by Chinese people so in 2004, face kinis (face masks) were introduced for the protection of face from jelly fish and sun light tanning on the beaches. Other Chinese go for face paintings and tattoos as they believe it will bring honor to their kin.

10. Spitting Loudly in Public is Common

However disgusting it may seem, spitting is not considered offensive in China. Chinese believe spitting will keep them safe from demons. Although the majority of the Chinese now deem this act unhygienic, many of them still don’t find it offensive to spit in public places.

The Last Word

China is at the forefront of all economic and technological revolutions, and Chinese people are believed to be the best negotiators in the world. Nevertheless, some of the traditions and customs followed by these Chinese may be peculiar and odd for the rest of the world, but are still in practice today. This is why a business seeking to expand in China need to have a thorough knowledge of these Chinese customs and traditions, along with having the support of a reliable Chinese translation service agency for a seamless and effortless transition into the market.

Few of the diseases that affect mankind are dangerous. Even fewer of these diseases take the shape of global pandemics that shake the foundations of communities and cities. COVID-19 is one such virus.

COVID-19, more commonly known as corona virus is a disease that has been labelled as a ‘global pandemic’ by World Health Organization. Having been the cause of death of more than 100,000 people globally and affecting thousands more, COVID-19 has not just brought many countries to the brink of healthcare emergency, but has also caused havoc in all fields of business—be it healthcare, social, manufacturing, retail or services.

COVID-19 and Chinese Businesses—the Figures

At the time of writing this article, China is rebounding from the huge business losses incurred by the corona virus. Even though January and February saw the worst of the pandemic, with thousands dead, China is slowly trudging its way back as April comes to an end.

But what was the picture when corona virus actually struck?

COVID-19 emerged in late December 2019, quickly becoming the deadly virus that engulfed the Chinese city of Wuhan. As the virus struck, the holiday for Chinese Lunar New Year were extended for a week in order to limit the spread of the virus. As the concept of “social distancing” took hold, Chinese businesses were forced to shut down their operations, curtailing productions and laying off workers. This business shutdowns were not only limited to one sector, but affected all sectors equally.

Perhaps the greatest impact was visible on the manufacturing sector where the Purchasing Manager’s Index (China’s official measure of manufacturing activity) fell from a high of 50 to only 37.5 in January. This PMI is a measure of the country’s economic health and has a huge impact on China’s trade and business with other countries. Not surprisingly, this drop in PMI had a ripple effect on other countries’ export-import with China.

The virus’s impact on Chinese businesses can be gauged by the figures which state that approximately 429,000 businesses had either dissolved or had to suspend operations. Wholesale and retail business was the hardest-hit sector, where approximately 38% of the operations were dissolved. This was followed by leasing business and manufacturing sector where about 15% and 8% of operations were dissolved, respectively.

China’s service sector was also hit by the virus, whereas a large number of service firms closed down their business operations, incurring huge losses amid the shutdowns. Moreover, with the shutdowns came the fear of mass bankruptcies that economists were sure would eventually be the case. Considering the business losses in January and February, this was highly likely but China is now making its way back to normal times, with many businesses resuming their operations. The services sector includes small and medium-sized retailers such as restaurants, malls and movie theaters. As travel restrictions were also imposed on the people, they were forced to remain indoors—hence the business losses.

China’s Businesses—the Road to Recovery

Only after 6 weeks of the virus attack, China is back to recovery. Many of the businesses are back to work with factories operating at 60-70% of their operating capacity. Although the dropping PMI figures suggest that companies are facing an acute shortage of workers, this condition is further exacerbated due to the dependency on migrant workforce as China has about 300 million migrant workers.

COVID-19 inflicted more harm than was expected in China. Being the second largest economy of the world, China had to face huge losses when social distancing took over, disrupting normal life and dropping the stock market index. Even now, only about 30% of the small and medium-sized businesses are back to work. These cuts have a huge impact on the global supply chain as many of the businesses are returning to normal operations.

Still, the road to China’s recovery from the effects of the coronavirus is a bumpy one. Although many of the businesses are back to work, some of them need the backup of workforce to stay aboard. With the large number of migrant workers being laid off, chances are it would take time for China’s businesses to rebound from the impact of the virus. Currently, China appears to be in the early stage of an economic rebound but this situation still pose a significant risk owing to the danger of virus striking again.

All is not lost in the business world of China though. Some of the companies had sensed the effects of the virus, and had taken steps to deal with the situation. For example, Master Kong, the leading instant noodles and beverage producer had anticipated the economic slump that the virus would bring, which is why it shifted its selling efforts away from offline and large retail channels to online and E-commerce channels.

By thinking proactively, it was able to control huge losses, stock-outs and hoardings that followed the outbreak. Additionally, by continuously tracking the retail channels’ re-opening plans, it was saved from the disruptions in supply chain. Perhaps this is the reason that Master Kong was able to recover its supply chain by more than 50% in late February as compared to other businesses who had relied on retail channels for their operations.

The Last Word

COVID-19 proved to be more than just a virus. It halted operations, supply chains, productions and commercial activities by huge margins, incurring a chain of events that eventually led to business losses and stock market collapses—not just in China but worldwide. Now as the world recovers slowly from the shock of the virus, businesses are slowly moving back to their normal operations but it might take a whole year for them to regain their previous positions.

To deal with the current situation, businesses need to shift their focus away from the retail channels and strengthen their E-commerce and online channels. This will not only be helpful in recovering from the losses, it would also contribute to strengthening the collapsed supply chains globally and domestically.