Barry Lloyd gives an interesting presentation on doing business in Asia.
- All Asian countries are very very different
- Cultures are different and totally different from western customs
- Getting products in front of your target market is easier than any previous time in history
- Research is critical to doing business abroad in Asia – understand culture and rules
- opportunities are plentiful real deals just as hard as ever
- never refer Taiwan Macao or Hong Kong as countries – you’ll get banned !
- must work out a local partnership foreigners cannot own more than 49% of a local company
In Asia Google is not #1
- Baidu #1 in China
- Japan and Korea love Yahoo! (so does Hong Kong wih 989% share)
- Other regional engines/portals (Alibaba as an example)
- Yahoo! has no standard PPC interface
- analytics tools don’t work out there (character sets are a problem)
- bid management tools won’t work either
- listings are displayed differently as well
Patience and trying to understand different ways of doing business – it take time to build relationships.
Micheal Bonfils – SEM International
China, Japan, Korea
- Assessing the market, start from the usability of your website – website design needs re-adjustments
- Analyze your (Asian) competition
- Research the Asian market
75% of population is under 30 with an average income of just over 130,00 USD
There are 170.000 advertisers with an average of 20 keywords per advertiser.
In Japan 70% of population is online (89 million)
2/3 of Google Japan users also search on YAHOO! and has a huge blogosphere
Korea has a smaller Internet Population with scaled down parameters
If you are focused in E-Commerce Japan, then Korea then China (Very difficult) – branding is very important in China, you need to brand before “somebody” does it before you.
In China Google is at about 24% and BAIDU at 61% and YAHOO! around 11%
NAVER powered by YAHOO! is big in Korea – Google is nearly unknown in Korea.
Translation is not Localization.
Face to Face interaction and trust building is the key to get into any Chinese Heart. Business in Asia is personal. Human face to your online presence = trust building
You need to monitor local competition – separate your local competition (the toughest to compete with)
Local hosting in these countries is recommended.
Always include your contact info.
In Cina Google converts better when compared to BAIDU – the audience is very different as mentioned earlier.
In Korea implement directly through YAHOO/Overture – they like complexity, if it’s complex it’s advanced ! Complex sites have great conversions.
The session wraps up with a Chinese proverb:
Be not afraid of growing slowly, be afraid only of standing still
Sante J. Achille
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