Mind The Gap – Localization in China
By Ryan Zhao
Have you heard about L10N, G11N and i18n?
L10N is abbreviation of “Localization” (or spell as Localisation); there are 10 characters between first L and the last N. In similar, G11N refers to Globalization – 11 characters between G and N, and i18n for internationalization.
It is said these slangs firstly appear among software engineers. Internationalization (i18n) is the process of designing a software application so that it can be adapted to various languages and regions without engineering changes. Localization is the process of adapting software for a specific region or language by adding locate-specific components and translating text, and it is further revised and expressed as “A process of planning and implementing products and services so that they can be adapted to specific local languages and cultures”. Yes, L10N means both linguistic accuracy and cultural fitness, the latter is even more important.
L10N is about Language, but it’s much more than translation. It’s about Writing conventions (such as Date/Time format), decimal points, positioning of separators. It’s about Culture: currency symbols, weight and measures, post-code, paper size, usage of images and colors. And it’s about serious Political-Sensitive Issue!
For example, when Taiwan is listed together with many nations together in a break down list, including Hong Kong or Mainland China, the word “Country list” shall be translated/localized as “Country or Region list”, because Taiwan is not a country, neither recognized by United Nation, nor the localization industry.
A famous Japanese electronic handbook manufacturer had to recall thousands of products in China market because of this “small” issue. Even PricewaterhouseCoopers ignored the same a few years ago at their global portal website – they had to quickly change it before receiving more complains from consumers from China.
Another example is, a Finance institution would like to make their company brochure from English into Simplified Chinese, both translation and layout (desk top publishing) in InDesign format. They used a graphic of Japanese Yen at the first page; a sensitive, good localizer will recommend this client to change the graphic to US Dollar or Euro notes or coin, avoid using JPYen graphic for China market, because of well known history reasons between the two nations.
And furthermore, what colors to use for a small chart in a user’s guide? Why never give a Green color Hat to a man as gift in China? What differences between Simplified Chinese for Mainland and Traditional Chinese for Taiwan (and Hong Kong)? Why you should fully assess brand or product names using native speakers in different regions?
It’s more than words, it involves many considerations, linguistically, culturally, politically, and locally.
You can easily find somebody available to translate a company brochure, a legal document, a website or a manual, but think about the following: Were they well localized or adapted to suit the local market and your target audiences or just a translation? Was the translation independently reviewed or proofed by 2nd or 3rd linguists, with subject expertise or background? Any post-DTP (Desk Top Publishing) issues such as wrong line break, improper usage of punctuation or text colors? Were my localized Webpages searching engines friendly into target languages? Has anybody submitted them to local Top 10 searching engines for bigger exposure, free of charge?
When you read Coca Cola, Hitachi, Honda, Pepsi, Siemens, Volkswagen and Wal-Mart, what’s their common point in China? They all have successful joint ventures or own operations in China? In my eyes, successful localization is the answer, this made them succeed in China, they are no more foreign companies for me: they all have a localized brand, consistent marketing message in local language, organized localized sales and supporting team, provide customer services to local market using local manpower.
What makes Hewlett-Packard, Microsoft and Google so successful globally? Just count how many languages their websites have – G11N and i18n are achieved through successful L10N, and L10N made them real global giant players in return. Well, based on great ideas and products. Of course these companies’ great success also depends on foresight, courage, innovations, patience and long term commitment to the international markets from insightful leaders.
Global mind? Local Reach. Through localization – we have seen above successful stories.
For SMEs who aim on China as possible increasing revenue source or potential market, there are both opportunities and challenges. From my point of view, localization is one of the keys for business expansion and eventual success.
L10N would definitely facilitate multilingual communications and possibly expand international (multilingual) markets, but only professional, successful localization assures your success!
Mind the Gap, use real professionals to localize your products or solutions for China!
Ryan Zhao, Director of Golden View L10N.
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December 19th, 2008 at 8:06 am
[...] great insight which could prove invaluable to those planning to outsource to China. The article Mind The Gap – Localization in China is about localization (L10N using common development lingo) and in particular soft and political [...]
December 19th, 2008 at 3:07 pm
The concepts of Localization and Internationalization are NOT the product of software development, as is incorrectly claimed here. It’s a shame that this sort of MIS-information is being distributed and that some who don’t know any better might actually believe it.
Too many small and medium size enterprises ruin their brands by focusing on one aspect or one group in a market. The appeal of a brand is not wholly contained in a marketing message targeted to a single, one-dimensional audience. The generalizations and superficial references herein are clear.
For those small business owners who are not yet members of the highly exclusive, multi-billion dollar international club of companies referenced in this article, don’t fret.
There’s room for great diversity in the world markets. I’ve yet to meet an entrepreneur who only follows….
December 19th, 2008 at 4:32 pm
Good write-up here, and it’s quite interesting to know all of these abbrv.
In essence, you’d have to hire local Chinese or expat in order to fully understand the culture, conventions, and importantly right approach at the 1st place. Westernized tweak won’t work in China, or lesson will be learned shortly.
December 20th, 2008 at 6:51 pm
Wanna clarify, localization/localisation is no more software development-specific only, it applies to any enterprise who sells products or services to the international (multilingual) markets.
December 22nd, 2008 at 5:22 am
Globalization goes hand in hand with localization, and since every region has got distinctive cultural caracteristics, it takes local minds to work out what best to suit local taste, so here comes integration….and internationalisation.
The article overall was instructive.
December 22nd, 2008 at 5:58 pm
Ryan,
Although this could have been a decent write up of L*N your cultural bias and subjective slant does not serve the the any cutomers or end-users well.
“It is said these slangs firstly appear among software engineers. ” it is no slang.
“Taiwan is not a country, neither recognized by United Nation, nor the localization industry”
Tell that to the poulations of Taiwan, US, and Japan whom use software that identifies the RoT as a country.
“Hewlett-Packard, Microsoft and Google”
All state Taiwan as a country outside of the walls of the PRCs Golden Firewall.
“avoid using JPYen graphic for China market, because of well known history reasons between the two nations”
Not true, in fact the Yen symbol can be found in most publications in the PRC and on every store front.
Furthermore you neglect the cultural implications in other lands purchasing Chinese products with poor or offiense PRC translations. Next time try a facutal article that might actually help those in need of understanding rather than parroting your own cultural biases. Seems you think can pratice the old Han adage of “San Ren Cheng Hu”
I will be sure not to let my customers nor associates use Golden View (GV Localization) knowing your unproffesional and biased views.
December 22nd, 2008 at 7:40 pm
Ibn Saud al WuHan (no.6 commented),
Your right to comment is equal to anybody else, although we do not agree each other.
We’re talking about localization in China, not in Japan or Taiwan. What works in USA or UK do not necessarily work in China, or really do not work at all.
“L10N” or “i18n” were invented by software engineer or which professor or politician, it does not matter, I am a Googler, prefer to believe Google engineer invented them.
“PRC Golden Firewall” – it is what foreign companies have to obey to avoid filter-out. , if they do business or sell produccts in China – that’s why the title was given – Mind The Gap.
Taiwan – nation or region, bias views everywhere seen.
Knowing “San Ren Cheng Hu” is not equal to crossing the gap for me – Crossing the Gap can be achieved through professional localization, fair understanding and respect to a different culture – both lingusitically and culturally.
Thanks for your comments again.
December 24th, 2008 at 3:01 am
Xiao Zhao, you have embarrassed yourself in imperial proportions. In international professional communications, LEARN TO ACCEPT A CRITICISM GRACEFULLY AND PROFESSIONALLY without returning a load of hot air and bluster. Mr Ibn Saud is right on target with his comment that inserting a political comment (“Taiwan is not recognized by the UN”) into a professional dissertation is WRONG. Leave your politics at home.
I will comment that both of your mistakes well illustrate two often-encountered points of interpersonal difficulty among the many cultural difficulties experienced by internationally-trained professionals trying to deal with Mainland behavior patterns: 1) Pompous pro-China-gov views and 2) Loud bluster in the face of criticism.
Ibn Saud, you get 2 thumbs up from Ibn K. A real China Success Story here.
December 24th, 2008 at 9:50 am
Seems to me we got a great “case study” for L10N right here!
Ryan apparently did not practice what he preaches in writing this article.
It was a very good point he was trying to make.
But he apparently failed to properly ‘localize’ it, both linguistically and cultural/political sensitivity-wise, to the ‘core’ audience (presumably mostly Westerners / native or near-native speakers of English – judging from the feedback so far) of this website.
Also FYI Ibn Saud al WuHan, the Japanese Yen symbol has only one bar in the middle of the letter “Y” while the Chinese RMB Yuan has two.
December 26th, 2008 at 3:46 pm
I think Ryan is listing the possible pitfalls in localizing for China.
It is true that in mainland China, any reference to an independent Taiwan is considered politically offensive.
I think the Ibns should chill out instead :-)
December 28th, 2008 at 8:34 pm
Very useful article. From my observation and experience, people in Europe tend to ignore this L10N when they enter the Chinese Market. I’ve been trying to emphasize the importance of L10N in China since I moved to Europe, but the culture is still a main factor of a successful business.
December 30th, 2008 at 2:08 am
Christmas is not a public holiday in P.R. of China, but I wish everybody has enjoyed your own.
I never expected my first article for this website well accepted by every reader, however it’s encouraging to see objective comments too – which encourage me to continue to contribute my next article about Chinese localization. As one of China’s leading translation & localization service providers with 12 years experience, I am very confident about what I was talking about and what I will share.
Months ago I once commented to another article that there were too much “China Risk Stories” on this website, I wished to see more people sharing their “China Success Stories”. My goal is to our own story in the future – how a Chinese SME localize themselves in the West world, successfully.
As a Googler, I personally won’t think any company a real China success if I can not search out its URL from the first page of http://www.g.cn – localized Google.
Happy New Year 2009!
January 17th, 2009 at 12:12 am
Your right with an earlier comment that localization reaches further than the translation of software or a website. It is the whole package.
May 30th, 2009 at 12:02 am
China firewall is lame, use water to put out the fire of the wall but how do you get over the wall? – use Freedur.com to bypass it. You can bypass China Great Firewall and access youtube, facebook, blogger and all other sites which are blocked.