I think author misses that the Chinese market isn't free and most of the western sites are blocked by the great Firewall. I think their market would look at lot differently if their market was free and anyone could compete on it.
And if I'm a Chinese (I am) in China visiting a western website the first thing I'd think is "OMG it's not in Chinese", after which I'd go look for a native version. Some sites do localization, but it's rarely done correctly. For example search results are still polluted with foreign information and some pages are only available in English.