China, despite being part of the global internet network, has isolated itself from it. This isolation has multiple dimensions. The first is the famous “Great Firewall,” which filters the content available to Chinese internet users. The second is the complete blockade of almost all popular search engines, social media platforms, video, and streaming services familiar to us in Europe. This results in European websites loading unacceptably slowly in China, if they are accessible to Chinese users at all.

Does Google work in China?

Google has shared the same fate as other popular Western search engines and online services—it is blocked in China. You can’t even access the homepage of the search engine. Instead, Chinese users rely on their search engine, Baidu, to look up content of interest.

The implications are painfully clear. Your website and all your SEO efforts will go to waste because Chinese users do not use Google. Additionally, you will face challenges—your Google search results might be poor or nonexistent when targeting the Chinese audience.

How can you reach the Chinese audience with your offer in such an environment? How can you show them your website? Is it possible to set up a website in China?

China’s digital reality

The first step is to understand China’s digital ecosystem. In China, websites are not the primary means of online promotion. Official company accounts on WeChat are far more popular. Why? Because the WeChat app is an integral part of Chinese digital life, with over 1.3 billion users spending several hours on it daily.

Messages and videos on WeChat load quickly and are easily accessible, which is crucial in China, where no one will wait more than a few seconds for a page to load. The app has become so comprehensive that it even includes its own search engine and browser.

In China, WeChat is the only alternative

Since WeChat was originally developed as a mobile app, it favors simple, uncomplicated graphic elements and text-based posts, which contribute to faster load times. Companies aiming to connect with local users must create an official WeChat account, which is more accessible than a traditional website but provides only basic communication tools.

Strona internetowa w Chinach – jak ją złożyć? 

If you decide to set up a Chinese website, you must take into account that it needs to be hosted in China. Even the most beautifully designed website in Chinese, but hosted on a European server, will not be functional. First, due to performance issues; second, because of the Great Firewall; and third, because Chinese search engines do not index websites hosted outside China well.

To set up a website in China, you must have a registered Chinese company or use firms with a so-called “legal entity” in China, for example, services offered by Salvane. According to Chinese law, only a local legal entity can park a local domain on a Chinese server, purchase local hosting, and apply for the most important element, which is government approval to publish the website. Such approval requires obtaining an ICP license.

ICP – what is it? Do you need ICP to launch a website in China?

The ICP (Internet Content Provider) license is a unique number assigned to a specific company registered in China. It is issued by the local regulator and is essential for launching a website in China.

The process of obtaining an ICP license involves content censorship and meeting several formal requirements for the website. Acquiring the license is challenging and requires going through a detailed verification process by local authorities. This starts with submitting the company’s registration documents for review. The legal responsibility for the content on the website lies with the individual responsible for the company whose license is used for the site’s registration.

Does Salvane create websites in China?

At Salvane, we understand the challenges of setting up a website in China. We offer a comprehensive service, assisting at every stage of the process—from company registration and domain registration to hosting selection and obtaining an ICP license. Contact us to learn more about our services and begin your digital journey in China.