China recently overtook the USA as the largest automotive consumer market. Do not be too quick to dismiss this as irrelevant though. China is on the other side of the world but customer demands from China reflect what the consumer can expect in the US.
This is a new source of globalization. This new found influence is termed as the ‘C-Factor’ by journalists.
South Korean and Japanese companies have been revered for their technological expertise and insightful approaches to economy and business. The tech and digital market is dominated by these companies making everything from computers to watches. However in recent years we have seen the rise of Western technology companies that continue to thrive. Step forward China and Taiwan, two new international players on the tech scene.
The manufacturer of the world’s most popular, high-end technology devices is located in China. China’s Lenovo PC manufacturer is now the 4th top selling company and continues to grow.
Taiwan does not normally receive the amount of headlines as China but the Taiwanese technology industry is starting to make business headlines. Taiwan is now home to the second largest computer manufacturer in the world. This shows the technology industry to be a continually developing market. It will be interesting to see if the C-Factor (and T-Factor) affects industries such as health, food and so on.
Western companies often find it difficult. Although it goes without saying, what is popular on one continent may be unheard of on another. To crack the Asian market Western companies often offer radically different brands, products and marketing campaigns. This can simply be explained by cultural differences - ideas do not always translate. Asian countries tend to be game changers for online companies.
Most people like to think of the world as converging into one globalized culture. The spread of English and international brands fuels these ideas further. Yet when it comes to the Internet and technology, there are still many cultural differences.
One example is the prevalent use of texts and SMS messages commonly used by young people in Europe. In certain Asian countries, it is largely unused and email technology is used instead. Furthermore, while people in the West see the desktop computer as being the main method to access the Internet, mobile phones and other devices may be more popular in Asian countries. This creates genuine problems for online companies - if the technology that is favored is different then you cannot merely translate a website and expect it to gain traction.
Social networks are a good example of these differences. Facebook is one of the most popular websites in the world. The number of Facebook users would rank it the third biggest population behind China and India if it was a country. However, social networking has yet to be fully embraced by South East Asian countries. Facebook is only ranked 27th in the top 100 websites in Japan and it is not even inside the top 100 for China. Twitter, another huge online social networking website also has much small user numbers in East Asian countries.
Furthermore, online bookmarking (allowing you to save all your bookmarks) is not used as much. Most users come from English speaking countries whilst the number of users from East Asian countries is significantly smaller. Language differences may be accountable for some of this but other factors also play a part. The design, layout and content should all be tailored for specific cultures. Arguably this is why there are few global brands.
You might be wondering what is popular in Asian countries. Blogs are much more prolific than in the West. Blogging is popular all around the world but Asian cultures have a big blogging culture. Celebrities often own blogs and frequently publish posts and blog pictures. Friends also work together on joint blogs. There are blogging platforms specifically marketed for specific countries, each with individual quirks and unique features. Online personalized home pages are also popular and many people set up home pages which feature images, links, music and so on.
Seeing how the social network marketplace is not universal speaks volumes on the differences in cultures and struggles faced by marketers and international businesses. Combine the C-Factor and Asia’s new immergence in the technology industry, we may soon be examining the East’s influence on the West. Ultimately, it will be interesting to see if these new companies can continue at this pace and if they can continue to stay ahead of the competition once they reach the top.
This article has been written by the author, Eric James. Should you require anymoreSony Ericsson W850iplease visit his Sony Ericsson resources!