With the ban of Google Play in China and the hundreds of local app stores that have sprung up as a result, there’s no streamlined process for submitting apps on the Android market; getting featured and ranked is subject to negotiation, and IP rights regulation is lax.Over 200 app stores compete on the Android market in China, but only the five big players.In an age when the best marketing is good product management, Rock knows how to make millions of Chinese users fall in love with an app.I asked him to share his thoughts on app localization.For me, China has always been a hard market to crack.
Truth be told, my “Asian expansion strategy” usually boiled down to hiring freelance translators through Elance to help me localize App Store pages in Chinese, Korean and Japanese.However, committing to an ecosystem does come with some disadvantages — namely, agreeing to be an exclusive app for one of the big three companies.This double-edged sword is yet one more layer to understand before you begin to localize for China. To appeal to Chinese audiences, you need to go above and beyond word-for-word translation and adapt the app’s content and positioning for local consumers, potentially seeking partnerships with Chinese players to achieve maximum success. This rule applies not only to the linguistic aspect of localization, but also to the higher-level approach to marketing and positioning for Chinese users.For Tencent, it can be as high as 70/30, and the store takes the majority of the revenue,” Rock Zhang says.“If you want to get your app featured on one or more of the multiple Chinese app stores, be prepared to negotiate,” Rock told me.
Now, app developers looking to bring their product to the Chinese market can do so simply by adding Chinese localization.