The change of Firefox browser's localization strategy in Chinese market

There is such a word: internationalization is localization, localization is the core of internationalization.

This sentence is simple, but it contains a lot of truth. If an enterprise or a product wants to enter the international market, must adapt to the target market country's local market. Sometimes it is more important to adapt to native products than to have powerful technologies. Especially in the same industry if there are strong local competitors exist, then even if your brand and technical advantages are obvious, in its localization advantages are difficult to be played. Search engine is the same, although Google reputation outside, brand influence and technical advantages are Baidu This local search engine can not match.

But it is because of Google's acclimatized, and did not timely response to the domestic Internet to make the corresponding countermeasures, leading to the current Baidu has been unable to open the situation in the Chinese market situation. And Baidu, although controversial, but as a local search engine, the boss, indeed the Chinese Internet understanding is much deeper than Google. All said, "foreign monks will chant," but Google this foreign "monk" but not how to chant, China's Internet conditions This course did not Baidu this local "monk" practice good, did not read the domestic Internet market. And nowadays, with the trend of Internet information localization and the rise of local websites, the localization of the search engine becomes more and more important. Although Google is increasingly aware of the importance of localized localization, but also gradually made some improvements in the localization, which is worthy of the vast number of webmaster happy things, but in localization is still not Baidu's opponents.

The localization of search engines is very helpful to users. For example in Baidu Search English keywords: bus. You will find in the first place is the word bus the English explanation, and in the second place is your local bus query site, and you search in Google, the first place is the National Bus query site, both of the search results for local turned into the corresponding optimization, for users, Both search results make it easier for users to query the information they need. Because most of the users want to query the local public transport information, whether it is local public transport inquiries or national bus inquiries can also be able to find the information they want.

But for the site side, the impact of indigenization and localization is much deeper than that of netizens. Different algorithms, different rankings, will have a lot of impact on the site. If your station is to do the bus information query, optimization of bus, public transport inquiries, bus shift query, bus service time query, such as keywords, must want to make their own site these keywords ranking more, this related to the localization of the search engine, Google localization now actually do a good job, But localization is much worse than Baidu. So do the bus information query site webmaster may choose a higher degree of localization Baidu to do rankings, because even if the user does not enter a place name, it is likely to search your station, and if it is through Baidu, perhaps before the search without place name, search to your site will be very low probability, ranking is also relatively behind. This is why Google included faster, more just, but many webmasters will choose Baidu to do ranked localization optimization reasons.

The number of Chinese netizens is now over 300 million. The rapid popularization of computer hardware and broadband networks in China has elevated the internet industry to an unprecedented level. Compared to the traditional industry in the financial crisis under the impact of treading on thin ice, the internet industry is a stride forward. Perhaps it is because of the impact of the financial crisis on traditional industries that has led to a strong growth momentum in the Internet industry. How to dig deep into the market has become the inevitable task of further prosperity of Internet industry. Just as China created the world's third largest gross domestic product, but an average per capita, you will not see the same rankings. 300 million of the Internet users of the huge market has been excavated by the network industry is only rare, the market demand is not fully satisfied, but some industries are too saturated and some industries are too cold, the market potential is huge, waiting for the Internet industry entrepreneurs and practitioners to dig deep.

How to excavate the market demand deeply, let the market potential transform into the actual benefit? Accelerate market segmentation, promote the localization of small and medium sized websites, divide the local market demand, provide local netizens with localized information and product services, so as to excavate the market demand to the maximum extent. As we all know, the Internet is a big area of comprehensive application and basic services have been monopolized by large portals and internet companies. There is no more recent power to break this monopoly on the one hand because the internet inherent monopoly of the strength of the enterprise, on the other hand, because the market has been saturated, just imagine, in a saturated market with the market has been firmly established and the user group has absolute control of the enterprise or website to contend with, It is hard to do without super strength and innovation. Baidu has not shown the strength to pull down Taobao. The internationalization of Google is also competing for the Chinese market in the competition lost to the localization of Baidu. MSN into the Chinese market for many years has not been able to shake the QQ instant Messaging supremacy. The market's intense constant and excessive saturation has prompted the market segment to flourish, the more the need to subdivide, the more you will find that the market has much potential to tap. Therefore, localization is the trend of the Internet, local sites are the turning point of the survival of small and medium-sized webmaster, the provision of local information services is all the Internet industry must do things.

Localization and indigenization are the same thing. Foreign enterprises want to enter the Chinese market is bound to carry out a local baptism, domestic web sites into the local market as much as possible to localize. So it can be said that localization is another form of localization, both can learn from each other learning experience. Firefox browser in the Chinese market can be said to be a localized localization strategy in accordance with the different forms of transformation of the typical example, from which we can learn from its experience and lessons to improve the site's localization strategy.

With the latest release of Firefox 3.5, the number of downloads worldwide has soared to 1 billion, although the release of IE8 makes IE performance improved a lot, but also difficult to change Firefox to its web page faster, code open source, the expansion of the ability to strong user-customizable advantages of the constant encroachment on IE's market share, as of today, Firefox's global market share has reached 23 %, this is a huge impact on IE, which has been monopolizing the browser market by bundling system. But Firefox in China's market share is not satisfactory, the reason, there are Chinese netizens use habits and computer level is generally not high reason; there are many domestic web sites specifically for IE and the development does not conform to the standards of the Internet, such as Firefox and other non-IE browsers can not normally use the net silver and other common One of the most important reasons is that Firefox has been implementing a series of promotional strategies for the Chinese market. The penetration of Firefox in the Chinese market can be said to be a process of excessive commercialization that results in a mixed spread and a shift in the promotion strategy to seek local industry cooperation.

Firefox started in China's promotion is closely related to Google and webmaster. And Google cooperation and through the webmaster hanging click Ads to promote the form of Google in the user's mind the image of the mixed. Firefox's promotion to the webmaster brought a lot of money opportunities, the domestic Firefox promotion webmaster hollowed out the mind through Firefox to promote profitability, hanging ads, pop-up ads, links to other advertising stations and software downloads. Admittedly, webmaster, Firefox, and Google have made a lot of money because of this way of promotion, but also achieved good results. But there will be lost, Firefox itself is not a rogue software is not a virus, but the distortion of the promotion of the user to bring a lot of misunderstanding, many beginners even talk about Firefox color change, think Firefox is rogue software, click Download will be poisoned. It can be said that the promotion of Firefox to have a certain network of common sense and computer based people fell in love with him, but also to some people who understand the computer is not high misunderstood for rogue software. This part of the misunderstanding of the people of Firefox again by word of mouth, natural Firefox's reputation is not good where to go, although now Firefox changed the way to promote, but also carried out a lot of positive publicity, but still some people think it is rogue software stream.

This kind of promotion of Firefox can be said to be an effective but not successful promotion, said it did not succeed because of its viral mode of promotion in the user's heart caused too much negative impression. This is a big taboo in the localization process. Losing the user is tantamount to losing people's hearts, and the promotion of more investment will be minimized after the loss of hearts. Therefore, in cooperation with Google after the termination, Firefox also began to realize that the previous promotional methods for Firefox localization is unfavourable, to further localize, you must accurately grasp the user's psychological and localization needs. With Baidu, built-in Baidu search is the beginning of Firefox promotion strategy to localization, built-in Baidu search greatly facilitate the domestic Netizen's search habits, and Baidu This "bully" also know more about China's Internet, localization experienced. After working with Baidu, Firefox did get a lot of results in the localization process. and further compatible with domestic websites and Alipay, such as net silver, prompting the expansion of developers to improve the Chinese version of the expansion, is Firefox to try to understand Chinese users to meet the needs of Chinese users to enhance the awareness of the embodiment. The mass propaganda of the network and the Chinese version of Firefox, which is more suitable for Chinese users, have gradually erased the negative impressions of the previous Firefox rogue software and enhanced the professional authority of Firefox. There is no doubt that these changes in Firefox are part of the localization strategy, which has greatly improved the reputation of Firefox in China and increased its share.