The digital marketing environment in China is vastly different from Japan. Simply translating a Japanese website into Chinese will not achieve sufficient results.
To succeed in the Chinese market, a wide range of knowledge and strategies are required, including Search Engine Optimization (SEO), building a Chinese website, and adapting to China’s unique digital ecosystem.
This article introduces the basics of Chinese website development and server selection necessary for Japanese companies entering the Chinese market.
Table of Contents
Language differences are the first major hurdle for Japanese companies entering the Chinese market. Relying solely on translation tools or literal translations can fail to gain user trust and may leave an impression of being “unnatural and unintelligible.”
An effective method is to hire native speakers to create and optimize the website content, ensuring that the expressions blend with the habits and culture of Chinese users.
High-quality localized content not only enhances user experience but also positively impacts indexing and ranking on search engines like Baidu, leading to better exposure and conversion.
In addition to language, China’s unique internet ecosystem cannot be ignored. In China, over 90% of users access the internet via smartphones, making mobile-first optimization mandatory for websites.
While Japan relies on Google, Facebook, Instagram, YouTube, and LINE, China primarily uses Baidu, Sogou, and 360 Search as search engines. For social media, platforms like WeChat, Redbook, Douyin (TikTok China version), bilibili, and Weibo are the main channels for information gathering.
Furthermore, companies can leverage new media such as WeChat Official Accounts, WeChat Mini Programs, Redbook, Douyin, Weibo, bilibili, and Toutiao for brand building and sales promotion.
By utilizing these channels, localized marketing adapted to China’s internet environment can finally be realized.
Due to China’s unique internet regulations, services including Google are inaccessible from within China.
Therefore, when Japanese companies build websites for the Chinese market, proceeding without a full understanding of China’s internet regulations and access environment can lead to problems such as “website inaccessible” or “extremely slow website loading.”
Additionally, because Google is unavailable, SEO strategies must be adjusted for Chinese domestic search engines like Baidu, Sogou, and 360. Specifically, this requires implementing keyword placement, site structure optimization, and content localization to maximize visibility and traffic in the Chinese market.
Japanese companies entering the Chinese market will first notice significant differences in website style between Japan and China.
Therefore, when building a website in China, it is important to incorporate localized design elements for Chinese users while maintaining your own brand image.
This allows you to provide a professional, trustworthy site while also meeting Chinese users’ demand for a fast and intuitive browsing experience.
| Item | Japanese Websites | Chinese Websites |
| Design Features | Simple, understated, ample white space, orderly layout, calm atmosphere.
Smaller fonts, subdued colors (blue, gray, white). Focus on static images and text. |
High information density, emphasis on visual impact. Homepage integrates navigation, carousels, promotional info.
Larger fonts, vibrant colors (red, orange, etc.). Dynamic effects, carousels, and pop-ups are common. Rich portal sites and ad spaces. |
| Navigation | Primarily top navigation.
Hierarchy is clear but kept simple. Few submenus. |
Multi-layer navigation: Top + Side + Footer.
Many links on the homepage (banners, icons, shortcuts). |
| User Behavior Tendencies | Take time to read detailed content.
Carefully check corporate culture, technical materials, typography, and fine details. |
Quickly and intuitively scan, instantly catch prices, discounts, contact info.
Then move to e-commerce sites or WeChat to take action. Emphasis on delivering information intuitively and quickly. |
| Interaction | Fewer functional buttons. Relatively few animations and interactions.
Slightly longer purchase processes are acceptable. |
Many functional entry points. E-commerce optimized with goal of “complete order within 3 steps.”
WeChat, QR codes, share buttons are almost mandatory. Online customer service is also widely adopted. |
| Images & Expression | Actual product photos or life scenes.
Prefers simple, natural expressions. |
High contrast. Buttons, prices, coupons are一目了然 (obvious at a glance).
Many flashy campaign expressions tied to seasons or events. |
| Value Placed On | Reliability, professionalism, brand image.
Focuses on branding and communicating corporate culture. Emphasizes building trust. |
Efficiency, practicality, immediacy (experience of being able to use/buy right away). |
The technology stack for building websites for the Chinese market is the same as in Japan.
The choice of technology stack is determined not by “what you want to build” but by “how you will operate it.” WordPress is suitable for content-centric sites with high update frequency.
On the other hand, if you value a unique user experience or future expandability, you may choose to adopt React or Vue.
| Item | Technology Stack | Overview |
| Foundation Technologies | HTML, CSS, JavaScript | Essential basic technologies for all website development. |
| Frontend | React, Vue | Adopted when websites require advanced dynamics or UI/UX. |
| Backend | PHP, Node.js | PHP has high affinity with WordPress, Node.js is suitable for implementing API functions. |
| CMS | WordPress | Optimal for sites with high update frequency or blog-centric sites. |
If overseas servers in Japan, the US, etc., are used for a website targeting the Chinese market, access latency will occur due to the impact of China’s unique internet regulations and physical distance.
Therefore, it is recommended that overseas companies choose a server located within mainland China (e.g., Alibaba Cloud) when building a website for China.
This improves website access speed from within China and facilitates smoother ICP license registration and compliance with China’s network management requirements.
| Item | Mainland China Server | Hong Kong Server | Overseas Server (Japan/US, etc.) |
| Access Speed from within China | Fast | Average (Slightly more latency than Mainland China) |
Slow, Inaccessible (Unstable due to internet regulations) |
| ICP License Required | Required (approx. 20-30 business days) |
Not Required | Not Required |
| Cloud Platform (Server) | Alibaba Cloud, Tencent Cloud, etc. | Alibaba Cloud, AWS, etc. | AWS, etc. |
| Domain | .cn: For businesses/individuals focused on China market
.com.cn: For companies with legal entity registration in Mainland China .com: International, high versatility |
.hk: For businesses/individuals focused on Hong Kong market
.com.hk: For companies with legal entity registration in Hong Kong .com: International, high versatility |
.jp: For businesses/individuals focused on Japan market
.co.jp: For companies with legal entity registration in Japan .com: International, high versatility |
| DNS Specifications | ・Name Resolution: Fast
・DNS Poisoning Risk: Low ・Packet Loss Frequency: Low |
・Name Resolution: Average (slightly slower than Mainland China)
・DNS Poisoning Risk: Low (more stable than overseas) ・Packet Loss Frequency: Average |
・Name Resolution: Latency, Timeout
・DNS Poisoning Risk: High ・Packet Loss Frequency: High |
| SSL Certificate | No impact even with international brands like DigiCert (Let’s Encrypt also usable) | No impact even with international brands like DigiCert (Let’s Encrypt also usable) | No impact even with international brands like DigiCert (Let’s Encrypt also usable) |
| Advantages | ・Provides comfortable experience for Chinese users
・Advantageous for SEO on Chinese search engines (e.g., Baidu) |
・Usable without ICP license
・Relatively stable access speed |
・Can use existing overseas servers |
| Disadvantages | ・Only usable by businesses/individuals with legal entity registration in Mainland China
・ICP license application and registration take time |
・Slightly slower than Mainland China servers | ・Significantly slow access speed
・Unstable indexing on Chinese search engines (e.g., Baidu) ・High user bounce rate from the site |
| Use Cases | ・Primary target is general consumers/companies in Mainland China
・E-commerce sites where speed directly impacts sales ・Long-term website operation for the China market |
・Want to launch a site using general server setup knowledge and skills
・B2B sites where access speed does not directly impact sales |
・Impractical for the China market |
If choosing a server in Hong Kong or overseas, utilizing a CDN can mitigate website access latency. For example, services like Alibaba Cloud CDN offered within China can be used.
However, when using a China CDN for “Mainland China” acceleration, an ICP license registration and a real-name verified account within China are mandatory.
Overseas companies without a legal entity registration in Mainland China cannot contract for a China CDN independently; they must do so through a partner or agent based in Mainland China.
| Item | Mainland China Server + China CDN | Hong Kong Server + China CDN | Overseas Server (Japan/US, etc.) + China CDN |
| Access Speed from within China | Very Fast | Fast | Average |
| Conditions for Contracting/Using China CDN | ・Company with legal entity registration in Mainland China
・Via a partner or agent in Mainland China |
・Via a partner or agent in Mainland China
* Contracting/use independently by companies without legal entity registration in Mainland China or overseas companies is not possible |
・Via a partner or agent in Mainland China
* Contracting/use independently by companies without legal entity registration in Mainland China or overseas companies is not possible |
| Points to Note When Using China CDN | ・ICP license registration is mandatory | ・Cannot achieve the speed of “Mainland China Server + China CDN”
・Server configuration becomes complex, costs increase ・Depending on acceleration zone settings, ICP license may be required |
・Cannot achieve the speed of “Mainland China Server + China CDN”
・Server configuration becomes complex, costs increase ・Depending on acceleration zone settings, ICP license may be required |
The Chinese market is a unique, independently developed, and massive digital ecosystem, different from other overseas markets.
For overseas companies to achieve results in China, understanding consumer needs and behavioral characteristics, along with “Chinese website development” and “server selection,” is essential.
By grasping these key points, stable website operation targeting the Chinese market becomes possible.
| Website Development | https://beyond-shenzhen.cn/en/service/website |
| Managed Cloud Services | https://beyond-shenzhen.cn/en/service/server |
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