Industrial Companies: How to Create a Chinese Website
MARKETING FOR INDUSTRIAL COMPANIES:
HOW TO CREATE YOUR CHINESE WEBSITE
工业企业营销：如何创建您的中文网站
While the traditional physical presence of industrial companies is generally identified by a large production plant, in the modern era, companies cannot avoid having an online presence also and this is even more true in the highly digitalized China market.
尽管传统工业企业是由实体产业的存在为代表，但在现代，企业也不可避免地要拥有线上业务，这在高度数字化的中国市场更是如此。
However, China’s digital marketing environment is much richer and complex compared to that of the West and so, how to get started? Having an official Chinese website is definitely one of the essential tools to establish your online presence in China. Let’s see what the specific peculiarities are to take into consideration when building your Chinese website.
然而，与西方相比，中国的数字营销环境更加丰富和复杂。那么，从哪里开始呢?拥有一个中文官方网站无疑是在中国建立线上形象的重要工具之一。让我们来看看在建设中文网站时需要考虑哪些特点。
01 Chinese Server
中国服务器
Considering China’s tight internet regulations, it is crucial to have your Chinese website hosted on a Chinese server in order to avoid the website being inaccessible in China or slow in loading pages. In addition, websites that are hosted outside of China are less favored by Chinese search engines. This happens because, people in China are most likely to search for local content, so the search engine will recommend web pages hosted domestically.
考虑到中国严格的互联网法规，将你的中国网站托管在中国服务器上是至关重要的，以避免你的网站在中国无法访问或页面加载缓慢。此外，中国境外托管的网站较少受到中国搜索引擎的青睐。这主要是因为，中国人最有可能搜索本地内容，所以搜索引擎会推荐国内的网页。
To host a website on a Chinese server, foreign companies will need to have a company registered in China that can apply to China’s Ministry of Industry and Information Technology for an ICP (Internet Content Provider) license. The process may take from three to six weeks, so it’s better to plan in advance! Please also remember that the license number must be clearly displayed on the website.
要在中国服务器上托管自己的网站，外国公司需要在中国注册一家可以向中国工业和信息化部申请ICP(互联网内容提供商)许可证的公司。这个过程可能需要三到六周的时间，所以最好提前准备!还请记住，许可证号码必须要清楚地显示在网站上。
02
User-Friendly
对用户友好
Once you have obtained your host, it is important to make sure that the website is user-friendly, so that visitors can easily navigate the website and find the information they are looking for.
一旦你获得了主机托管，重要的是要确保网站对用户是友好的，以便访问者可以轻松地浏览网站并找到他们想要的信息。
No need to say that the website should speak the same language of your audience, that is Chinese. However, do not even think of using online translation tools or a general translator for this job! We would recommend, instead, to turn to a professional marketing agency that could provide copywriting for your specific sector, so as to ensure professional translation and that the content is adapted for the Chinese audience.
网站语言毋庸置疑是要使用中文。但是，千万不要直接使用在线翻译工具或普通翻译来做这件事情! 对此我们建议向可以为您所在行业提供专业翻译的营销机构寻求文案帮助，以确保翻译的专业性，以及针对中国受众的内容。
As for the interface, in the case of industrial companies, users generally do not expect a highly creative or interactive layout. A clear and simple interface that efficiently communicates the key information, such as company history, global presence, products/services description, news and contacts, will be enough to guarantee a smooth user experience.
在用户界面设计方面，对于产业和企业来说，用户一般不期望有很高的创意或交互式的布局。一个清晰简单的界面，能够有效地传达关键信息，如公司历史、全球业务、产品/服务描述、新闻和联系方式，就足以保证流畅的用户体验。
03
Website Optimization
网站优化
Now that the website is built, how to make sure that users can actually find it in the vastness of the internet? Website optimization is exactly what contributes to driving potential leads to the website and successfully converts them into clients.
当网站建好后，如何确保用户能够在浩瀚的互联网中精准找到它呢?网站优化正是有助于吸引潜在客户发现网站，并成功将其转化成为客户的一种方式。
As users search for websites through search engines, search engine optimization (SEO) is the first step to take in order to make your website appear among the top results on the search engine organically, without paying for ads. Considering that Baidu now dominates the search engine market in China with a share of more than 80%, the inevitable choice is to optimize the website for Baidu rather than Google or even for other Chinese search engines.
用户是通过搜索引擎搜索网站,那么搜索引擎优化(SEO)是第一步，这是为了让你的网站有针对性地出现在搜索引擎的顶部搜索结果中，且不需要付费投放广告。目前，考虑到百度占中国搜索引擎市场80%以上的份额，因此，首选只能是百度SEO优化，而不是谷歌，或是其他中文搜索引擎优化网站。
One of the basic characteristics of SEO is keywords. Thus, industrial companies will have to identify precise keywords that refer to their specific sector or products and incorporate them into the website, so that the company’s webpage can appear among the most pertinent results for that keyword on Baidu.
SEO的基本特征之一就是关键词。因此，工业公司需选择与其行业或是产品相关的精确关键字，并将其整合到网站中，这样公司的网页可以与百度搜索关键字中最相关的结果匹配。
Baidu also ranks higher web pages with fresh content. Considering that industrial companies want to attract users with business cooperation intent, industrial companies shouldn’t be afraid of publishing content that might be too industry-specific, because it is exactly what the target audience will be looking for. A few suggestions for content may be: content introducing the high-quality or ecofriendly raw materials used during the production process; news about outstanding results achieved by the R&D department; new product application scenarios. Any content sector-specific will be imperative in increasing the awareness of the company on Baidu.
此外，百度对内容更新高质的网页排名较高。考虑到工业企业想要吸引有商业合作意向的用户，这些企业便更应倾向发布特定行业专业内容，因为这正是目标受众想要的。对内容有以下一些建议:介绍生产过程中使用的优质或环保原材料;研发部取得优异成绩的新闻;新产品的应用场景。任何特定领域的内容都将有助于提高该公司在百度上的知名度。
结论
Conclusion
Foreign industrial companies can’t go without having an online presence in China and a website in Chinese hosted on a Chinese server and optimized for Baidu is one of the essential tools that industrial companies should take into serious consideration in order to show their serious commitment towards potential Chinese clients.
外国工业公司无法避免在中国开展线上业务，并依托中国服务器建设中文网站，同时公司应该认真考虑在百度中进行网站优化，因为采用这些工具足以表明他们对潜在中国客户的重视。
Contacts
你们是一家在中国的外国工业公司，但还没有中文网站吗?或者你的中文网站从来没有出现在百度的热门搜索结果中? 快来与我们的专业团队建立联系！我们很乐于为贵公司在中国数字市场的发展提供协助。
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