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The localization process is generally related to the cultural adaptation and translation of software, video games and websites, as well as audio/voiceover, video or other multimedia content, and less frequently to any written translation, which may also involve cultural adaptation processes. Localization can be done for regions or countries where people speak different languages or where the same language is spoken.
Translation versus localization
Though it is sometimes difficult to draw the limits between translation and localization, in general localization addresses significant, non-textual components of products or services. In addition to translation (and, therefore, grammar and spelling issues that vary from place to place where the same language is spoken), the localization process might include adapting graphics; adopting local currencies; using proper format for date and time, addresses, and phone numbers applicable to the location; the choices of colors; and many other details, including rethinking the physical structure of a product. All these changes aim to recognize local sensitivities, avoid conflict with local culture, customs, common habits, and enter the local market by merging into its needs and desires. For example, localization aims to offer country-specific websites of the same company or different editions of a book depending on where it is published.
Globalization versus localization
Whereas localization is the process of adapting one product to a particular locale, globalization designs the product to minimize the extra work required for each localization. Suppose someone is working for a company that, until now, has operated exclusively in the United States. However, the company is now opening a major office in China and needs a Chinese-language website. The company offers the same products and services in both countries with only some minor differences, but perhaps some of the elements that appeared in the original website targeted at the United States are offensive or upsetting in China (use of flags, colors, nationalistic images, songs, etc.). Thus, that company might lose a potential market because of small details of presentation.
Furthermore, this company might need to adapt the product to its new buyers; video games are the best example.
Now, suppose instead that this company has major offices in a dozen countries and needs a specifically designed website in each of these countries. Before deciding how to localize the website and the products offered in any given country, a professional in the area might advise the company to create an overall strategy: to globalize the way the organization does business. The company might want to design a framework to codify and support this global strategy. The globalization strategy and the globalization framework would provide uniform guidance for the twelve separate localization efforts.
Globalization is especially important in mitigating extra work involved in the long-term cycle of localization. Because localization is a cycle and not a one-time project, there will always be new texts, updates, and projects to localize. For example, as the original website is updated over time, each of the localized websites already translated will also need to be updated. This cycle of work is continuous as long as the original project continues to evolve. It is therefore important for globalization processes to be created and streamlined in order to implement ongoing changes..
Chinese language and Challenges in localization.
Many companies did not enter in Chinese market due to the diversified languages in all region of China .In other words, we can say that it was just because they did not have an effective localization plan. As we know Chinese is the world’s most difficult language with having a varieties of regional dialects. All these are obstacles for any foreign company entering in Chinese Market. The official language of China is standard mandarin/ simplified Chinese language (Putonghua) but the fact of the matter is even one third China’s population does speak only (Putonghua) and it is widely spoken by approximate 850 billion and the 20 major regional dialects are also used frequently .
when we think about of translation of any documents, audio & videos in any languages. It is very important thing to check with the bilingual translator, whether he is able to write in that language as well as understand the entirety of text in source language and then translate in target language.
But In Chinese languages, even there has some distinct writing systems as Traditional, Simplified & Cantonese etc.
In China, Spoken dialects also varies by region, The two systems are often used interchangeably in the same place. People may read and write Traditional Chinese in some aspects of their lives, and Simplified Chinese in others.
The problem was not only for foreign investors on account of communication gap, while entering in Chinese market, but also it was for Chinese companies entering in other part of world. But china had taken long back a great decision for learning English . As per datasheet from Wikipedia, China has made learning English part of its economic strengthening strategy. In 2010, there were estimated to be over 100,000 native English-speaking teachers in China, workers in a market worth three billion dollars annually. In 2015, Chinese companies on the list raked in $4.6 trillion in revenues, $473 billion in profits, $25 trillion in assets, and $6 trillion in market value. Today China has almost 2000 companies globally.
According to the 2015 World Investment Report published by UNCTAD, China has become the world’s largest FDI recipient, surpassing the United States. The country is also at the top of the 2015-2017 list of the economies most attractive to multinational companies. The absorption of FDI is part of the policy of opening China to the outside world
The reasons foreign companies fail in China:
China is the biggest internal market in the world with 1.3 billion potential customers. It is a rapidly growing market (usually at least 7% growth per year). Even though the situation is changing in certain areas, labour costs remain comparatively low. With the development of the Western provinces (particularly, the Sichuan province).
1. Non- familiar with Chinese market and culture:
The classic example of this is eBay, the successful American C2C ecommerce giant that copied its American model to China and got completely destroyed by local competitor Taobao.
2 Languages & It’s localization:-
Why did Taobao win? Because Taobao very well known with Chinese people’s mindset and their daily usages of language. If we take an example of online shopping ,then we must have a localized website in Chinese language especially in China. and People should be familiar completely with the products and it’s technical specification and most important thing is to read the other’s consumer’s review for taking a decision to buy or not? In this case, the best factor was with Taobao had started a online chat feature that allowed customers to easily talk to shopkeepers , definitely in Chinese language only . Ebay had user reviews, but it lacked the personal connection that Chinese shoppers were used to, so it failed.
