Successful B2B marketing in China relies on more than a simple translation job, warns Dr Kevin Lin, founder and head of KL Communications
China is a special challenge for every UK B2B marketer, with not only the obvious language obstacles but also distinct cultural and political issues to overcome. Here is some background information:
• The Communist Party of China rules the country and party secretaries at each level of the government hold the ultimate power.
• Chairmen and CEOs of government-owned companies are party political appointments and many are bureaucrats.
• With the exception of those listed outside China, many companies are structured and run like a government department. They are driven as much by government objectives as commercial incentives.
• Most of the privately owned companies in China are still very much founder/owner-run businesses. These are typically run by professionals though few have been to university. Most are very hands-on, being opinion former, decision influencer/maker in one, even when they run a multi-million pound empire.
Success stories
Goodfellow is a Cambridge-based SME that sells specialist materials for prototyping and research. For its Chinese brand identity, it chose three characters that collectively sound very close to ‘Goodfellow’ in English but imply ‘good customer care’ in Chinese. Together, with a website specifically developed for China and a robust marketing plan, its entry into China was a commercial success in the first year.
Likewise, the equally successful Guernsey Finance chose a Chinese name that almost sounds the same in English and implies ‘integrity’ in Chinese. It developed a website specifically targeting China and hired a Chinese member of staff with a background in PR as its representative to generate regular press coverage.
So what do you need to think about before considering marketing to China? Below are my eight top tips.
1. Gain insight
Insight for China needs to go well beyond the usual trade statistics to understand the people behind those figures. There are several options to consider. Become a member of The China-Britain Business Council (CBBC), the leading organisation for UK companies doing business in China with more than 10 offices across the country (www.cbbc.org).
Alternatively, speak to the China Advisers Network (CAN) a group of independent China experts with proven track records (www.china-advisers-network.com). Hiring a UK graduate temping in China or a UK-trained Chinese graduate returning home can also be a cost-effective way of doing some initial research. There are of course the professional service firms.
2. Map your stakeholders
Recognise that stakeholders are very different in China. One essential part of that insight needs to come from stake holder mapping. It helps you to clearly identify parties key to your marketing success. After mapping, profile each and every one of the stakeholders in your map. Make sure you include their level of English as a key parameter.
3. Prepare your brand
If your Chinese customers can’t pronounce your brand name, they won’t be in a hurry to embrace it. Many UK companies make the mistake of marketing products with names that can’t be translated into Chinese. For example, the likes of ‘Super-X701’ or ‘Com2000ZDG’ are practically impossible for Chinese customers to say or write correctly.
4. Prepare your marketing materials
Once you have reviewed your brand name, you should also review your key message and corporate/product brochure. Make them relevant to China. That’s the key to the success of organisations such as Goodfellow and Guernsey Finance.
5. Understand China’s aspirations
To most of us, the concept of the word ‘international’ would include the country of China. To most Chinese, it would mean every other country in the world except China. There are things that your Chinese customers would instantly warm to but are rarely found in your corporate brochure – their aspirations.
6. Choose a specialist
For your brand and marketing literature, don’t be tempted to use a translation company to do the job. They won’t have the expertise in branding and communication. Instead, work with a China specialist. Again, both CBBC and groups such as CAN are a good place to start.
7. Benchmark against competitors
Chinese buyers tend to shortlist countries rather than companies. They often make a choice between one company from Germany, one from France, one from the UK and one from Japan, for example. It’s essential that you know which countries, as well as which one of your international competitors in that country, are top of the list in your sector. Benchmark your marketing against theirs.
8. Learn from others
This is particularly the case with Japan who is by and large, ahead of European businesses in the game. Their brand names are always in Chinese characters and their key message and presentations are usually custom-developed for China.
