Apparently, the best solution to the terrible connection speed between China and the U.S. So, because data centers are often located outside of China, synchronization can be slow and frustrating.Īs part of its effort to win customers in China, Evernote established its first overseas data center there. But because of the Great Firewall of China, Chinese users who want access to overseas networks have to deal with slow connection speeds. Phil Libin, the CEO of Evernote, has noted that the most common request from users in China is for faster, more stable, and more compatible customer service. Yinxiang Biji, however, is easy for Mandarin speakers to say, and easy for them to remember. In general, “L” and “R” sounds are difficult for native Mandarin speakers to say (which means that “Flipboard” needs to take more efforts on its Chinese brand name). In another savvy move, Evernote chose a name that’s easy for Chinese users to pronounce. The second character of the brand name, 象, means “elephant”-which just happens to be the logo of Evernote, making the brand name easier to remember. As a bonus, Evernote built a memorable pun into its Chinese brand. This makes it easier to relate the product to its uses. Instead of translating its name based on pronunciation-as Google did (Gu Ge 谷歌)-Evernote chose to base its Chinese name on the app’s actual function. In a blog post announcing the launch, Evernote unveiled its Chinese brand name, Yinxiang Biji (印象笔记), which means Memory Note or Impression Notes. In this Localization Insight post, we’ll dig into the story of Evernote’s localization efforts in China, and draw out some key lessons for bringing apps to the world’s largest country.Įvernote launched its localized service in China in May 2012. After just one year in China, the popular note-taking app now has four million Chinese users. Google and Groupon are two notable examples of companies that have failed to establish a foothold in the Chinese market. China is culturally unique, and its Great Firewall, along with the rapid proliferation of cloned products, can trip up even the smartest companies. It’s a million-dollar question: how can tech start-ups gain access to China’s huge market? That’s not an easy question to answer.
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