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Chinese Website: Placebo

[2008] Kwintessential today unveiled the latest in their mutlilingual websites for the band Placebo.

Following a request from Placebo's management to develop a website to tap the Chinese market, we decided that the best approach would be to keep the same layout of the band's English site as this would add value in China. Although on occassions it is necessary to change a site's layout, colours, pictures, etc due to cross cultural differences our Chinese specialists concluded that to gain maximum impact Chinese youth would want to see something different, original and cutting-edge which the English website offered.

Placebo's management also took the wise decision to build a "microsite". For those unfamiliar with the term, a microsite is a mini-website which captures the most relevant information in a foreign language(s). In addition we decided that it would be a good idea for users of the Chinese website to be able to have access back to the English website. Links were therfore added in those places where a Chinese translation did not exist.

The Chinese language website was also translated into both Simplified Chinese and Traditional Chinese in order to allow readers of both scripts to interact with the site.

The move by Placebo's management team is a good illustration of how western businesses, organisations and in this case rock bands can tap a huge market in China. The country boasts millions on internet users which is still less than 10% of the population. Many of the big players in the internet business such as MSN, Google and Yahoo! have spotted this massive potential early on and are heavily investing in it. Even local search engine Baidu.com witnessed so much growth within the market that it is now a NASDAQ listed company.

A Chinese website offers anyone wishing to create new opportunities in China numerous benefits. Firstly, it allows you to be found. The Chinese are now looking for goods, products, services and in this case music from the West. Having your website come up in Chinese search engines means people will come to you. Secondly, it is a great competitive advantage. How many competitors would have taken the same initiative? Simply by being visible and accessible you have beaten the competition. Thirdly, it is a great marketing tool. A Chinese website speaks volumes about your position and future ambitions. Finally, reaching out to a market, building new partnerships and doing more business will only go to benefiting the bottom line. We are sure that Placebo's new Chinese website will not damage sales of their album at all!

We would like to wish Placebo and all those associated with them the best of luck with the new Chinese website.