ã€Global Science and Technology Report】China is currently the world's largest e-commerce market, and its potential to attract many brands is eager to open the Chinese market. One of the biggest differences between China and Western markets is that Google does not dominate the Chinese search engine market. In the area of ​​desktop search, Google’s market share is only 5%, and its market share in mobile is even lower. Baidu, on the other hand, monopolizes the Chinese search engine market. Data map Similar to Google, Baidu also offers a range of other services in addition to search engines, including Baidu maps, Baidu videos and Baidu news. However, the nuances of the two competing markets also bring different challenges. After fully understanding Baidu's search engine optimization (SEO) plan, it is not difficult for major companies to come up with a bright return on investment (ROI) data. However, one of the biggest problems that Baidu is currently facing is a serious lack of English resources to assist major brands in implementing SEO strategies. This has caused the industry to misunderstand how Baidu operates. Domain name suffix Ten years ago, all Chinese businesses used Chinese domain names, the most widely known being ".com.cn". However, some big-name merchants such as Apple have retained the original “.com†global domain name when they entered the Chinese market. Over time, Chinese consumers have become accustomed to and trust these international domain names. Today, the Chinese market no longer emphasizes the use of ".com.cn" or ".cn". On the contrary, Chinese consumers have hoped that even if they enter the Chinese market, Western brands can retain their own ".com" domain name. ICP license The ICP (Internet Content Provider) license is a permit issued by the Ministry of Industry and Information Technology of China and approved by Chinese companies to operate online in China. A common misunderstanding at present is that multinational companies need to obtain this permit to enter the Chinese market. Although there are not many people who hold this view, ICP licenses are not really necessary. However, obtaining this license can indeed bring some benefits, such as the site can display the official certification mark. Many of the non-ICP communications customers of Forward 3D, a British digital marketing agency, rank in the top rankings on Baidu. ICP's verification logo does indeed gain a degree of trust from the public, but it does not have a material impact on the company's search rankings. Chinese translation Entering any new market, understanding language differences is essential. Baidu will give a literal translation of the English site, but this translation will not only reduce the site's Baidu search rankings, but also have a great impact on the user experience. The contents of Chinese web pages need to be tailored to national characteristics, not just literal translations in English. In Forward 3D, more and more customers came to seek a good strategy to expand the business in the Chinese market. Most businesses believe that they have successfully entered Google, Baidu is even more than that; but Baidu has its own non-replicable features, and should not be seen as "the second Google." The preference for paid search for their own products and for SEO has made Baidu face a series of challenges. Baidu’s size and influence in China and the trust it has gained from its customers have made it more important to understand how Baidu is operating in implementing the Chinese market strategy. Truly grasping the characteristics of Baidu's operations in all aspects, businesses can gain the opportunity to enter the vast Chinese market. (Internship Compilation: Wang Xie Reviewer: Liu Yang)