As more Chinese companies aspire to go west, translation and localization services had had to customize their technology and services that have traditionally been oriented towards helping western companies expand into markets like China.
For example, some of the most globally-mature Chinese companies are technology and software companies. The price point and quality of these Chinese products make them globally competitive with more established North American or European products. However, what is holding back Chinese products from gaining significant global market share is their packaging, documentation, and overall presentation. The original Chinese text is also often problematic to work with and does not translate well into other languages. Chinese tech companies without in-house translation units tend to produce dense and confusing user manuals, with unattractive branding in other languages, and clunky user interfaces.
Not only does badly-translated product documentation detract from the overall user experience, it can also land your business in legal trouble. New products in particular have to comply with documentation and auditing standards for quality and safety purposes. This is particularly crucial for those in the life sciences industry, manufacturing either pharmaceuticals or medical devices, where even the slightest mistranslation can result in punitive fines or worse, cause harm to users.
E-commerce is also an increasingly vital part of Chinese commercial growth, and sites like Taobao, TMall, and JD.com channel huge amounts of products each day. However, when expanding globally, these sites can’t handle translating the volume of new products that get uploaded daily.
Fortunately for these Chinese companies looking to go global, Stepes, the world’s first chat-based translation app, is now able to provide tailored solutions to meet globalization needs. Stepes’ mobile platform allows businesses to access a wider pool of translators and receive on-demand translations in a shorter amount of time and at a lower cost. Due to Stepes’ large network of translators, companies can also get translations in a greater number of language pairs and work with subject matter experts for translating life science, legal, gaming, as well as more specialized content.
While the majority of translation companies are still headquartered in the United States, Stepes is unique in that it has the backing of CSOFT intl. a company that has been based in Beijing since its inception in 2003, and offers Stepes a great insight as to how to work with Chinese clients. The translation app is directly born out of this experience and is equipped with a China-based team able to handle Chinese clients with cultural and business nuance.
Translation is often overlooked by businesses as part of their global strategy, in part because good translation is often relatively seamless. We don’t notice translation when it is done well, but when it is done poorly or not attempted at all, customers take note. For Chinese companies looking to enter international markets, first impressions are crucial. It all begins with translation.