Many forward-looking enterprises aim to tap into the world's largest potential market by establishing a Web presence in China. Start off on the right foot by following these guidelines.
Know the Target
An enterprise must identify the target user base to know which form of the written language to use for the Chinese version of the Web site.
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Regions
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Written Language
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Mainland China, Singapore
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Chinese in simplified characters (commonly called simplified Chinese)
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Hong Kong, Macau, Taiwan, overseas (Chinese-speakers in the rest of world)
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Chinese in traditional characters (commonly called traditional Chinese)
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Most enterprises choose to target mainland China, given the size of the population (over 1.3 billion). This note addresses Web sites localized for mainland users in simplified Chinese.
Three Approaches
There are three major ways to start an Internet presence in mainland China. Each of these approaches builds upon the previous one.
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Approach
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Advantages
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Disadvantages
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| 1.Translation only. The enterprise translates the site into simplified Chinese. The domain name and hosting remain unchanged. |
Least expenditure of time and resources.
Updates and modifications are handled firsthand.
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Slow access due to server distance and location of host*. May require a low-bandwidth version of site.
Lower domain name recognition.
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| 2.Translation and domain name registration.The enterprise registers a .cn or .com.cn domain name with the China Internet Network Information Center. The site is still hosted from outside China. |
Increased domain name recognition and brand protection.
Updates and modifications are handled firsthand.
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Slow access due to server distance and location of host*. May require a low-bandwidth version of site.
Additional legal and administrative burden.
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| 3.Translation, domain name registration, and relocation of hosting.The new Chinese language Web site is hosted by a Web hosting service in or near mainland China. |
Increased domain name recognition and brand protection.
Faster access from China and surrounding region. Access speed will still vary depending on precise location*.
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Heaviest legal and administrative burden. Sites hosted directly in mainland China will be the most tightly regulated.
Expensive hosting fees (up to twice as much as in the U.S.).
Content management requires additional steps to account for outsourced hosting.
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*Some enterprise users have observed that mainland Chinese ISPs unofficially impose bandwidth restrictions on externally hosted sites, including those in Hong Kong and Macau. This increases the discrepancy in access speed between Chinese-hosted and foreign-hosted sites. The speed difference can be as large as that between broadband and dialup connections.
Recommendations:
1. Eliminate potentially objectionable content. No matter which approach is preferred, content is the top priority. A site that is blocked by the Great Firewall will not be accessed by anyone in China, regardless of where it is hosted. Bring in a legal advisor well-versed in Chinese laws and regulations to review the content. Firms such as Hunton & Williams and Wang & Wang specialize in China-related issues. Delete all sensitive political, historical, and religious references from the site.
2. Find a local hosting provider only if access and bandwidth demands are high. If the enterprise's Chinese site will be mainly content-driven, China-based hosting may not be necessary. Pare down multimedia elements as necessary to accommodate lower bandwidth and slower access.
3. Test access speed from within the Great Firewall. There is a noticeable discrepancy between what is officially stated and what users have observed. Coordinate access testing with associates located in mainland China. If possible, conduct testing via multiple ISPs. The Great Firewall
The primary concern for most enterprises entering the Chinese Web space is government censorship. All Internet content in mainland China is subject to the "Golden Shield" censorship system, known in the West as the "Great Firewall of China". In general, business-oriented Web sites will not be blocked unless they include the following types of content:
- Taboo news or historical topics (e.g. Tiananmen Square, Taiwanese independence).
- User-driven content (e.g. Wikipedia, foreign blogging sites, discussion forums).
- Religious content.
- Obscene or criminal content.
The agencies and ISPs enforcing the system are known to be inconsistent in their interpretation and application of the regulations. If in doubt, don't include it.
Bottom Line
Make a strong first impression on the Chinese market. Eliminate all questionable content and choose the best hosting approach to ensure the enterprise site reaches its target.
