Localising for China: 3 things international businesses need to get right

China offers enormous opportunities for international businesses. But reaching Chinese audiences takes more than translating your website, product or campaign into “Chinese”.

The language you choose, the cultural context behind your message and even the digital channels you use can all affect how your brand is understood.

That is why successful localisation for China starts with one simple principle: know exactly who you are speaking to, where they are and how they interact with content.

Here are three important considerations to get right.

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1. Choose the right Chinese for your audience

One of the first mistakes businesses can make is treating Chinese as a single localisation choice.

Modern Standard Chinese, or Mandarin, is the standard spoken form used across mainland China and is understood by a large proportion of Chinese-speaking audiences. But it is not the only spoken variety you may encounter.

Cantonese, for example, is widely used in Hong Kong and parts of southern China, including Guangdong. Depending on your market and the type of content you are producing, spoken language can therefore be an important localisation decision.

The same applies to writing.

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Simplified or Traditional Chinese?

For written content, businesses normally need to choose between Simplified Chinese and Traditional Chinese.

Simplified Chinese is generally used in mainland China, while Traditional Chinese is commonly used in markets including Hong Kong and Taiwan. But simply converting characters from one system to another is not enough.

Vocabulary, expressions, tone and even preferred terminology can differ between markets. A translation intended for mainland China should not automatically be reused for an audience in Hong Kong or Taiwan simply because the characters have been converted.

This is where localisation becomes particularly important. The right approach depends on the audience, region, content type and channel, rather than language alone.

For international businesses, this means defining the target market before translation begins. A corporate website for mainland China, a campaign aimed at consumers in Hong Kong and customer support content for Taiwan may all require different linguistic decisions.

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2. Localise meaning, not just words

Good localisation is not about replacing one word with another. It is about making sure the message works in its new context.

That matters particularly when entering a market with its own cultural references, expectations and communication conventions.

Colours are a simple example. Red often carries positive associations in Chinese culture, including good fortune and celebration, while white can have associations with mourning. Numbers can also carry additional meaning: eight is commonly associated with good fortune, while four may be avoided because of its phonetic association with death.

But cultural localisation should never become a checklist of rules about what Chinese audiences supposedly “like” or “dislike”.

China is a vast and diverse market. Preferences can vary according to region, generation, industry, audience and communication channel. A visual choice that works for a consumer campaign may not be relevant to a B2B website, just as language used for luxury products may not suit technical documentation.

The goal is therefore not to fill content with culturally symbolic colours, numbers or expressions. It is to understand how a particular audience is likely to interpret the message.

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Look beyond the text

This means reviewing more than the words themselves.

Brand names, product names, slogans, imagery, layouts, icons, date and number formats, tone of voice and calls to action may all need to be considered.

Marketing content may also benefit from transcreation, where the intention and impact of the original message are recreated rather than translated literally.

Regulatory context matters too. Businesses publishing content for mainland China should be aware that areas such as maps, territorial references, political terminology and certain types of online content can be subject to local rules and platform requirements. Rather than relying on broad assumptions about what can or cannot be said, these issues should be assessed according to the market, sector and content involved.

In other words, cultural localisation is not about following stereotypes. It is about reducing the risk of misunderstanding and making communication feel appropriate for the people receiving it.

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3. Adapt to China’s digital ecosystem

Language is only part of the localisation challenge.

China has developed a digital ecosystem that differs considerably from those found in many European and North American markets. Some global websites and services are unavailable or restricted in mainland China, while local platforms play a central role in search, communication, social media and e-commerce. The restrictions affecting access to international online services are commonly associated with what is often referred to as the Great Firewall of China.

For businesses, this means that simply translating an existing European website or social media campaign may not be enough.

Platforms such as Weixin, Baidu, Douyin and Xiaohongshu can form part of the Chinese digital journey, while e-commerce and social commerce often operate differently from the channels businesses may be used to elsewhere. Weixin alone connects communication, content, payments, shopping and Mini Programs within the same ecosystem, illustrating how closely different stages of the customer journey can be integrated.

Search also requires a local approach. Baidu remains an important search and content platform in China, so international SEO strategies built exclusively around Google cannot simply be replicated for the Chinese market.

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Think about the whole user experience

Digital localisation should therefore look beyond keywords and translated copy.

Consider questions such as:

• Where will your audience search for information?
• Which platforms do they use to discover products and brands?
• Is the website experience designed primarily for mobile users?
• Are local payment methods and purchasing behaviours reflected in the customer journey?
• Do navigation, forms and calls to action feel natural to local users?
• Is the content technically accessible and compliant in the market where it will be published?

The answers will vary depending on your audience and business model.

A B2B manufacturer looking for distributors, for example, will need a very different localisation strategy from a consumer brand entering Chinese e-commerce.

That is why platform, UX, SEO and language decisions should ideally be considered together rather than treated as separate projects.

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Successful localisation starts with local context

Entering the Chinese market is not simply a translation project.

You need to decide which language and writing system your audience expects, understand how your message may be interpreted culturally and make sure your digital experience fits the platforms and behaviours of the market you want to reach.

Get those decisions right from the beginning and localisation can help your brand communicate more naturally, reduce unnecessary friction and build stronger connections with local audiences.

At t’works, our international team of language professionals combines linguistic expertise with local market knowledge to help businesses adapt content for audiences around the world.

Planning to localise your content for China? Talk to us about the right approach for your market, audience and communication channels.