“电商直播”“国潮”火到国外，这些中式表达用英语怎么解释
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“国潮”、“电商直播”、“下沉”…… 这些近来兴起的词，你知道用英语怎么说吗？ 在福布斯的一篇名为“5 Chinese Marketing Terms You Must Know In 2020”的文章中，作者Lauran Hallanan总结了五个对于想要了解2020年中国市场营销的外国人来说必须要学会的词。 她表示，这些词在2019年就已经沉淀下来，成为了中国营销界的关键词汇。 These are not merely flash-in-the-pan fads, but long-lasting trends that reflect the changing preferences and habits of Chinese consumers. 乍看之下，这些词我们也不陌生。但要用英语来解释却不是那么容易，一起来看看。
下沉 Xiachen "Xiachen" literally means to sink or submerge and is now a popular term meaning that brands’ marketing efforts are adapting to sink or move down into lower tier markets. “下沉”的字面意就是沉没或淹没，作为当下的一个流行术语，意思是品牌营销正在努力适应沉入或进入较低层次的市场。 她解释道，一二线城市的营销要面对的噪音很大，三四线城市的潜力还远未被开发出来。 In the past, brands looking to reach Chinese consumers have typically been focused on cosmopolitan consumers in China’s first and sometimes second tier cities. However, over the past few years, consumption growth in these cities has slowed as the market has become oversaturated. These mature shoppers are overwhelmed with choice and it is costly for brands to break through the noise. Consumers in China’s less-developed urban centers and rural areas are driving the next wave of consumption growth in the country. A recent survey of over 6,700 Chinese female shoppers found that consumers in third-tier cities and below planned to spend more than consumers in first- and second-tier cities during 2019’s Alibaba 11.11 Shopping Festival. 私域流量 Private traffic 随着线上的流量越来越贵，“私域流量”这个概念就慢慢兴起了。简单讲，它指的就是那些你可以直接触达并无需为此付费的网络用户。 The term refers to internet users whom you can directly contact or who seek out your channels without you having to pay to reach them. Similar to Facebook and Instagram, organic reach is being heavily restricted on most Chinese social media and e-commerce platforms, requiring brands and influencers to pay to reach their own followers, and brands are looking for alternatives. Right now, the super app WeChat is the biggest private traffic channel in China. Brands are using personal WeChat accounts and WeChat groups to create communities of consumers. Although a labor-intensive process, it reduces the distance between the brand and consumer and helps build loyalty. In 2020 we are likely to see more brands running these communities with the help of custom chatbots. 关键意见消费者 KOCs In many parts of Asia, influencers are referred to as KOLs or key opinion leaders. This year, a subsegment of KOL marketing took off, and that was KOCs or key opinion customers/consumers. KOCs are essentially long-tail micro influencers. They are ordinary everyday consumers who enjoy sharing their experiences on social media. Generally, they are knowledgeable on certain topics. Unlike KOLs, they may only have an audience of several hundred to a few thousand followers and therefore typically have a much closer relationship with their followers than a KOL does. Unlike KOL campaigns, KOC campaigns are typically unpaid – KOCs receive free product with the hope that they will share content. Chinese consumers are becoming more sophisticated, they have a lot of options to avoid traditional advertising. Their attention span is also decreasing meaning it is getting harder to keep their attention once you have it. 中国消费者也变得越来越老练，他们有很多办法来避开传统的广告。他们的注意力跨度也在缩减，这也就意味着，哪怕你暂时吸引了他们的注意力，也很难让他们持续关注下去。 KOC与普通用户的关系 Unlike several years ago, consumers are now very aware that KOLs are promoting products because they are being paid to. They are craving more content that is not commercially influenced. 电商直播 While e-commerce livestreaming has existed in China for several years, it took off in 2019, which was made clear during this year’s Singles Day shopping festival when livestreaming on Alibaba’s Taobao livestreaming platform generated $2.85 billion in sales — around 7.5 percent of the day’s total sales. The growth of e-commerce livestreaming is largely due to its strong appeal among consumers in lower-tier cities in China. As mentioned above, lower–tier, or “Xiachen”, markets are seen as the next big opportunity and both domestic and international brands are eager to try new methods to connect with this audience. Alibaba’s Taobao livestreaming platform is both an early adopter and leader in the e-commerce livestreaming space, and over the past few years they have cultivated a strong base of high-performing livestream hosts. Two of the largest hosts, Viya and Austin Li, reached a celebrity status in China over the past year. Frequently ranked as the top-selling streamer on Taobao, Viya became known in the West after collaborating with Kim Kardashian during Singles Day 2019. Li became a household name throughout China after amassing an enormous audience on numerous Chinese social media platforms outside of the Alibaba ecosystem, becoming the first and only Taobao livestreamer to enjoy such widespread fame and popularity.
国潮 Guochao Over the past few years, China has seen a surge in young consumers’ interest in domestic brands and products that incorporate Chinese traditional style and culture, a trend known as guochao. China’s young adults, particularly those between the ages of 20-25, grew up in a different environment than previous generations. They have seen the rise of China as a global economic powerhouse. Guochaois not only about the rise of domestic brands, but also the resurgence of traditional style and cultural elements. Beijing’s historical Forbidden City has become extremely popular among Chinese youth due to its numerous product design collaborations with both domestic and international brands and influencers. 外国品牌为了赢取中国消费者的心，会积极地研究中国的消费市场，因此，许多本土的表达也就自然而然进入了英语中。 电商的发展，消费者的真金白银，都在推动着中国表达走出国门，走向世界。 Notes flash-in-the-pan 昙花一现的 fads /fæd/ n. 一时的风尚；短暂的狂热 tier /tɪr/n. 排；层；等级 powerhouse /ˈpaʊərhaʊs/n. 强大的集团（或组织） resurgence /rɪˈsɜːrdʒəns/n. 复苏；复兴 |
