Hello there,
I am actually located in China at the moment and I was told the best ways to get his website known is by submitting his website to the Chinese search engine called www.baidu.com or by using www.taobao.com.
Baidu is basically the Chinese google and Taobao is like the Chinese Ebay.
I am certain he will make a lot more sales with that. If he REALLY is interested in getting in to the Chinese market and having things translated I could probably offer some services to help.
Regards,
Robert K.