How the Chinese Uber is Attracting Foreign Customers- Critical Lesson (Hint: Translation!)

When Uber was launched in the UK, it transformed the way we travel and for many of us it plays a crucial role in our day-to-day plans – both in business and leisure.

But the transport giant’s attempts to succeed in China were fervently quashed by Chinese firm Didi Chuxing. This leading rival is now seeking to strengthen its upper hand yet further as part of a broader global strategy with the help of careful and accurate translation services.

Enticing foreign users

Yep, you read that correctly – Didi plans to compete against Uber in other global markets including the UK and the US, and language is the company’s tool of choice as it embarks upon its ambitious mission. Specifically, Didi is now enticing foreign users to use its services via a brand new English language version of its app, which has been launched in Beijing, Shanghai and Guangzhou after the firm raised $5.5 billion in its latest round of funding.

The Beta version of an English update for the app was announced in May and offers users the option to use an English interface and even instant message drivers with real-time translation. The app also supports users with phone numbers and credit cards from 12 different global regions, including: China, Hong Kong, Taiwan, Thailand, the Republic of Korea, Japan, the UK, France, Australia, Canada, the US and Brazil.

A global plan

Of course, without accurate and sensitive translation Didi’s mission would be an uphill struggle, and most would argue impossible. Language plays a huge role in the brand’s strategy, bridging the gap between user and driver (and user and company) to allow China’s tourists and expats to use its services.

What’s more, the brand’s decision to cater for English speakers has allowed it the opportunity to become a familiar brand in the eyes of foreign visitors in China, increasing its chances of success in their home countries and, if everything goes to plan, around the globe.

Is your business looking to capture a new market? Get in touch with TDSP Translators today for more information about our translation services.

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