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I think what he means is you can’t take the marketing formula made for the North America and apply it to the rest of the world, or the same formula for europe for that matter. If you haven’t been to asia then you won’t understand. If you have someone writing Chinese content for your site it might be great material but your logo, colors and even the domain, site layout all might appear hard on their eyes. I would do some research and try to get feedback from the target market and if you have foreigner friends in asia then ask them for what they think and what they see.