The European Tour have expanded their Chinese multilingual presence by launching cn.europeantour.com, a hub featuring news, Weibo, Wechat and Nice (The Chinese Instagram) Chinese social media feeds alongside the current live leaderboard to further enhance the online experience for the growing number of golfers and fans in China.
The site will also feature an online shop where fans can purchase own label Ryder Cup Apparel and accessories and next year also a European Tour range. Both collections designed with the China market in mind.
The European Tour currently provides content in eight languages - English, French, German, Italian, Korean, Japanese, Mandarin and Spanish – serving fans across the globe in their local language. Users will also be able to link to the Tours Official Magazine "Golf World China" and online digital partner LETV to watch events live.
Initially launched with a leaderboard only, cn.europeantour.com has been expanded to showcase European Tour accounts on the Chinese platforms Weibo and WeChat which feature, in Mandarin, the latest news and behind-the-scenes photos and videos from all European Tour events and The Ryder Cup. Particular emphasis will be placed on local tournaments including the Volvo China Open, UBS Hong Kong Open, The Shenzhen International, the BMW Masters and WGC-HSBC Champions, to be held in Shanghai during the Final Series of events later this year and the Foshan Open - a Challenge Tour event.
Simon Leach, Director of International Office, China said: "Recognising how vital it is for Chinese Golf Fans - and those discovering the sport, to receive rapid and daily content through the various platforms they use on a daily basis, and not a traditional website, I believe this Chinese page provides everything people need to join our exciting community - and we will add platforms as and when new trends emerge in the market to keep pace with how content is received in China."
Rufus Hack, Director of Strategy & Digital Media said: ‘At The European Tour we are committed to communicating with our fans in their local language. Due to the true global nature of our Tour, by expanding our digital and social channels' multilingual offering we ensure that fans can follow their favourite players by receiving regular live scoring updates and tournament news wherever they are.’
The European Tour is partnering with Red Lantern Digital Media to deliver its official Chinese social channels, connecting with fans and learning more about what excites them.
