Why You Should Care About Solving Web Performance in China
There is almost certainly a problem with your website in China, and it's affecting over a BILLION potential visitors. Nearly 90% of web architects surveyed have NO IDEA how their websites perform in China, and the results of not understanding the problem could be costing you dearly. 2X Adobe Champion Tad Reeves & StreamX co-founder Marta Cukierman dissect the problem of China web performance, why so many businesses continue to not solve for it, and the effective things you can do about it.
Also available on Apple Podcasts and as an audio or video podcast on Spotify.
The Great Firewall: A Complex Landscape
The Great Firewall of China is often perceived as a singular entity, but it is, in fact, a patchwork of technologies and regulations that control and monitor internet traffic. Tad shares his initial misconceptions about the firewall, believing it merely blocked certain sites. However, his experiences in China revealed a far more complex reality, where performance and availability of websites can vary significantly.
A Personal Journey
Tad recounts his experiences while attempting to run an e-commerce business that involved manufacturing in China. His trips to China opened his eyes to the stark differences in internet accessibility and performance. He discovered that many global sites, even those not deemed controversial, could be blocked or experience significant slowdowns. This realization sparked his interest in addressing the web performance challenges faced by brands operating in China.
The Impact on Global Brands
Marta shares her observations from her visits to China, noting that even well-known brands often provide a subpar digital experience. For instance, she compared the product detail pages of a jewelry brand in Europe and China, finding that the latter offered minimal information and a lack of engaging content. This disparity highlights the challenges brands face in delivering a consistent user experience across different markets.
Technical Challenges
One of the primary issues brands encounter is the reliance on global cloud vendors that do not operate in China. This creates a dilemma for companies: should they create a separate site for China, or attempt to adapt their existing site? The lack of available cloud services in China often leads to a compromised user experience, which can deter potential customers.
Visibility and Awareness
A significant barrier to addressing these challenges is the lack of awareness among brands regarding their web performance in China. A survey conducted by Tad and Marta revealed that nearly 90% of respondents were unaware of how their sites performed for users in China. This lack of visibility can lead to misconceptions about the market's interest in their products.
The Importance of Local Presence
To effectively serve audiences in China, brands must ensure their websites are accessible without crossing the Great Firewall. This often requires obtaining licenses such as the Internet Content Provider (ICP) license and investing in local infrastructure. Marta emphasizes that while this may seem daunting, it is essential for brands serious about engaging with the Chinese market.
The Need for Change
Both Tad and Marta agree that the perception of the Chinese market as unimportant or too challenging to navigate needs to change. They argue that global brands must recognize the potential of the Chinese consumer base and invest in creating a reliable digital presence.
Overcoming Excuses
Many brands rely on excuses to justify their lack of investment in the Chinese market, such as the belief that their products are not relevant to Chinese consumers. However, Tad points out that even niche markets can find success in China if they are willing to adapt their strategies and invest in localized solutions.
Conclusion
The conversation between Tad and Marta underscores the importance of understanding the unique challenges of web performance in China. As the digital landscape continues to evolve, brands must prioritize creating a seamless user experience for Chinese consumers. By investing in local solutions and overcoming the barriers posed by the Great Firewall, global brands can tap into the vast potential of the Chinese market.
Podcast Speakers
Tad Reeves
Principal Architect at Arbory Digital
Tad has been working with Adobe products since 2010 and has extensive experience in website infrastructure. Starting in 1996, he has worn nearly every hat in website delivery from solution architecture to product management, and has over two decades of experience. He loves that Arbory gives him the opportunity to provide honest and effective solutions, even if it means challenging prevailing sales perspectives. When Tad isn’t working, he enjoys mountain biking and exploring nature with his wife & 3 kids.
Marta Cukierman
Co-Founder of StreamX
Having spent the large part of her professional life building an IT company specialized in AEM development, Marta plays a crucial role in developing and refining StreamX value for customers and partners. Drawing from her experience as a CEO and business analyst, Marta leads StreamX partnerships, marketing and sales to drive the product's growth and market position.
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