Almond Roca is a hit while Home Depot fails; using the adjective “royal” on billboard advertising carries a hefty fine; and marketing events are all the rage. Penetrating the Chinese market can seem daunting, but opportunity awaits for companies equipped with the right knowledge. This presentation will focus on communication trends, cultural relevance, and localization compliance in China. Participants will learn how to provide content that appeals to the modern Chinese consumer and learn which pitfalls to avoid when entering this market.
S. Mitchell Donaldson holds a B.A. in East Asian Languages from Indiana University and a certificate in software localization from the University of Washington. His first localization position, with Interpro Translation Solutions, was as an account executive. In 2008, he worked at the Beijing Olympics as a database manager. From 2010-2011, Mitchell served as an LSP business development manager and returned to Interpro in 2012.