Sell More: Localize Into Chinese

If you are considering localizing your product or service into Chinese, you need to figure out a few things first. For example, are there enough potential customers for your offering? Do they use the internet? Which devices do they prefer to use? And most importantly, which Chinese language variant they speak.

Population in China

China has an estimated population of  1.416 billion inhabitants.  China is the world’s most populous country. With a gross national income (GNI) per capita of US$13,660, it represents over a quarter of the world's population. Localizing into Chinese represents an exciting market opportunity for businesses.

Where Else Is Chinese Spoken?

• Taiwan, Republic of China, with a population of 22.4 million
• Singapore, with a population of 3.6 million
• Indonesia with a population of 255 million, and about 20% of those people are ethnic Chinese
• Various other countries; it's estimated that there are about 100 million Chinese-speaking people scattered around the world

Find out how much it would cost to get your product translated into Chinese.

Internet Usage in China

If you are trying to sell an app or a service that relies on good internet usage, then you need to research the latest figures and see if your product or service will have the support needed to succeed. 

China’s 1.123 billion internet users spend nearly eight hours a day online, with rural, senior, and multi-service super-app segments driving the next wave of competition.China Internet Overview 2025: Trends & Statistics 

This means that China has the largest online population in the world, and internet access has reached around 80%  of the total population. So this data shows that there is plenty of growth in internet uptake and usage by the Chinese population.

Top Search Engines in China

The top and most widely used search engine in China is Baidu.  Baidu is often described as China’s equivalent of Google. It consistently holds the largest share of search queries across desktop and mobile devices in mainland China.

As of late 2025 to early 2026, Baidu accounts for roughly 50 to 65 percent of the total search engine market, depending on device type and measurement period.

Why Baidu Dominates

• Google is largely blocked in mainland China, which has allowed Baidu to grow without major Western competition.
• Baidu is deeply integrated into China’s digital ecosystem, including maps, news, forums, question‑and‑answer services, and artificial intelligence‑driven search features.
• It is optimized for Simplified Chinese language searches and local content hosting, which improves speed and relevance for users inside China. 

Which Chinese Language Variant to Choose?

If you’re planning to have your product, marketing, and website translated into Chinese, the first step is to identify which written form of Chinese you require: Simplified or Traditional Chinese.  

Businesses should use Simplified Chinese. This is the only correct written Chinese form for selling, marketing, and providing customer support to users in mainland China.  

Why Simplified Chinese Is Required in China

• It is the official written language used by the government, schools, media, and online platforms in mainland China.

• All major Chinese platforms use Simplified Chinese, including Baidu, Alibaba marketplaces, WeChat, Douyin, and JD.

• Mainland users expect it. Using any other Chinese script signals that the content is not meant for them and reduces trust and conversion.

Where To Use Written Traditional Chinese

• Use in Taiwan, Hong Kong, and Macau

• Not appropriate for mainland China audiences

Using English-only content severely limits reach and credibility. It performs poorly for search visibility and e-commerce conversion.

If your goal is to sell into mainland China, Simplified Chinese is non‑negotiable.

What Is the Difference Between Simplified Chinese and Traditional Chinese?

The table below gives a simple overview of key target markets and the Chinese written (and spoken) language versions used:

Read this article about the difference between Simplified and Traditional Chinese if you are interested in learning more.

Extra Guidance for Businesses 

• Use Simplified Chinese terminology, not direct translations from English.

• Localize product descriptions, support content, and checkout flows, not just the home page.

• For search visibility, Simplified Chinese is essential for Baidu indexing and ranking.

• If you intend to sell your product in mainland China, you need to request Simplified Chinese from your language service provider.

Ready to sell into China? We can help.  Schedule a meeting with us to learn how to conquer the Chinese market with our global content solutions.