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“电商直播”“国潮”火到国外 这些中式表达用英语怎么翻译?

  “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.

  这些词汇并非昙花一现的潮流,而是能够反映中国消费者习惯与偏好的长期趋势。

  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.

  过去,希望接触到中国消费者的品牌通常把精力聚焦在中国一、二线城市见多识广的消费者身上。然而,在过去几年中,随着市场变得过于饱和,这些城市的消费增长放缓。这些成熟的购物者们被各种各样的选择所淹没,品牌要想打破这种营销噪音,代价是非常高昂的。

  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.

  中国次发达的城市中心和农村地区的消费者们正在推动中国的下一波消费增长。最近一项针对6700多名中国女性消费者的调查发现,在2019年阿里巴巴双十一购物节期间,三线及以下城市的消费者计划的消费额超过了一、二线城市的消费者。

  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.

  私域流量指的就是那些你可以直接触达的网民,或者那些能自己找到你的渠道,并无需你为此付费的网民。

  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.

  与脸书和Ins类似,有机触达在大多数中国社交媒体和电子商务平台上受到严格限制,使得品牌和网红KOL付费才能接触到自己的粉丝,因此,品牌们也在寻找替代营销方案。

  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.

  目前,微信这款超级应用是中国最大的私域流量渠道。品牌利用个人微信账号和微信群打造消费者社区。虽然这是一个劳动密集型的过程,但它缩短了品牌与消费者之间的距离,有助于建立忠诚度。到2020年,我们可能会看到更多的品牌在定制聊天机器人的帮助下运营这些社区。

  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.

  在亚洲许多地区,有营销影响力的人被称为KOL或“关键意见领袖”。今年,KOL营销的一个子市场开始腾飞,这就是KOC或“关键意见客户/消费者”。

  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.

  KOC本质上是“长尾微影响者”。他们是普通的日常消费者,喜欢在社交媒体上分享自己的经历。一般来说,他们对某些专业话题很了解。与KOL不同的是,他们可能只有几百到几千名粉丝,因此与粉丝的关系通常比KOL更密切。与KOL的营销活动不同,KOC的营销活动通常是无偿的——他们会收到免费产品,品牌希望他们能分享使用感受。

  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.

  与几年前不同的是,现在消费者非常清楚,KOL是收了钱在推广产品。消费者们希望看到更多不受商业影响的(未恰饭的)内容。

(本文来自英-=语./啦)
本文来自网络,不代表英语啦立场,转载请注明出处:https://www.yingyu.la/yufacihui/liuxingyu/255532.shtml

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