??“国潮”、“电商直播”、“下沉”…… 这些迩来鼓起的词，你晓得用英语怎么说吗？ 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...
??“国潮”、“电商直播”、“下沉”……
这些迩来鼓起的词，你晓得用英语怎么说吗？
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总结了五个关于想要晓得2020年我国商场推广的外国人来说必需肄业会的词。
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她标明，这些词在2019年就现已堆积下来，变成了我公推广界的要害词汇。
These are not merely flash-in-the-pan fads, but long-lasting trends that reflect the changing preferences and habits of Chinese consumers.
这些词汇并非少纵即逝的潮流，而是可以反映我国花费者习气与偏好的长时刻趋势。
乍看之下，这些词咱们也不陌生。但要用英语来说明却不是那么简略，一同来看看。
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”的字面意就是吞没或吞没，作为当下的一个盛行术语，意思是品牌推广正在尽力习气沉入或进入较低层次的商场。
她说明道，一二线城市的推广要面临的噪音很大，三四线城市的潜力还远未被开宣告来。
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.
曩昔，期望触摸到我国花费者的品牌一般把精力集合在我国一、二线城市见多识广的花费者身上。可是，在曩昔几年中，跟着商场变得过于饱满，这些城市的花费增加放缓。这些老到的购物者们被林林总总的选择所吞没，品牌要想打破这种推广噪音，价值对错常高昂的。
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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.
我国次兴隆的城市中心和村庄区域的花费者们正在推进我国的下一波花费增加。迩来一项关于6700多名我国女人花费者的查询发现，在2019年阿里巴巴双十一购物节时刻，三线及以下城市的花费者方案的花费额跨越了一、二线城市的花费者。
私域流量 Private traffic
跟着线上的流量越来越贵，?接蛄髁俊闭飧龈拍罹椭鸾ス钠鹆恕＜蚵越玻傅木褪悄切┠憧梢灾贝ッ锊⑽扌栉烁斗训耐缬没А?
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触摸达的网民，或许那些能自个找到你的途径，并无需你为此付费的网民。
[Photo/IC]
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，有机触达在大大都我国交际媒体和电子商务平台上遭到严肃捆绑，使得品牌和网红KOL付费才干触摸到自个的粉丝，因而，品牌们也在寻找替代推广方案。
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.
当前，微信这款超级使用是我国最大的私域流量途径。品牌使用自个微信账号和微信群打造花费者社区。尽管这是一个劳作密布型的进程，但它缩短了品牌与花费者之间的间隔，有助于树立忠诚度。到2020年，咱们可以会看到更多的品牌在定制谈天机器人的协助下运营这些社区。
要害定见花费者 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.
在亚洲许多区域，有推广影响力的人被称为KOL或“要害定见领袖”。本年，KOL推广的一个子商场初步腾飞，这就是KOC或“要害定见客户/花费者”。
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”。他们是一般的往常花费者，喜爱在交际媒体上共享自个的阅历。一般来说，他们对某些专业论题很晓得。与KOL不一样的是，他们可以只需几百到几千名粉丝，因而与粉丝的联络一般比KOL更亲近。与KOL的推广活动不一样，KOC的推广活动一般是无偿的——他们会收到免费产品，品牌期望他们能共享运用感触。
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.
我国花费者也变得越来越老到，他们有许多办法来避开传统的广告。他们的留心力跨度也在减缩，这也就意味着，哪怕你暂时招引了他们的留心力，也很难让他们持续重视下去。
KOC与一般用户的联络
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.
与几年前不一样的是，如今花费者十清楚白，KOL是收了钱在推广产品。花费者们期望看到更多不受商业影响的（未恰饭的）内容。
电商直播
E-commerce livestreaming
Li Jiaqi, a Chinese blogger, who endorses beauty products through livestreaming, applies lipstick during a live broadcast on the Taobao platform in Shanghai. [Photo by Niu Jing/For China Daily]
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.
尽管电商直播在我国现已存在了好几年，但它是在2019年头步腾飞的。很能阐明疑问的情况是，在上一年的双十一购物节中，阿里巴巴的淘宝电商直播就发生了28.5亿美元的出售额（约合公民币197.3亿元）—— 占这一天总出售额的7.5%支配。
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.
电商直播的增加首要是因为它在我国三四线城市花费者中的健壮招引力。如上所述，三四线城市或“下沉”商场被视为下一个严峻机缘，国内和世界品牌都期望运用新的推广方法来与这些受众树立联络。
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.
阿里巴巴旗下的淘宝直播平台既是电商直播领域的先行者，也是领头羊，在曩昔几年里，他们培育了一支健壮的主播部队。
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.
粉丝最多的两位主播薇娅和李佳琦在曩昔一年中成了明星。薇娅常常被评为淘宝直播最能带货的主播，2019年双十一与金·卡戴珊协作后，薇娅的名望也拓宽到了西方。李佳琦在阿里巴巴生态体系之外的许多我国交际媒体平台上集合了许多粉丝，变成了首个也是仅有一个享有如此广泛名誉和人气的淘宝主播。
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.
曩昔几年里，我国年青花费者对交融了我国传统个性与文明的国产品牌和产品的快乐喜爱激增，这一趋势被称为国潮。
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.
我国的年青人，特别是20-25岁之间的年青人，生长环境与前几代人不一样。他们看到了我国作为全球经济强国的鼓起。
As this age demographic is becoming one of China’s largest spending groups, domestic brands have quickly jumped at this opportunity – more established and previously considered outdated brands such as Li-Ning and Pechoin are rebranding themselves to appeal to younger audiences, brands popular in the early 2000s such as White Rabbit and Wanglaoji are drawing on nostalgia, and new brands such as Perfect Diary, Hey Tea, and Zhongxuegao are appearing out of nowhere and achieving incredible sales with their guerilla marketing strategies.
跟着这一年纪段的花费者逐骤变成我国最大的花费集体之一，国内品牌也灵敏捉住了这个机缘——老到到乃至有些过期的品牌，如李宁和百雀羚，正在重塑自个的品牌，以招引年青受众。21世纪初盛行的大白兔、王老吉等品牌在打复古牌。完满日记、喜茶、钟薛高级新品牌也是遽然呈如今花费者视界，并以游击式的推广战略完成了不凶咴思议的出售额。
The full collection of the lipsticks released by the Palace Museum, December 9, 2018. [Photo courtesy of the Palace Museum Cultural and Creative Store]
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.
国潮不只是国产品牌的鼓起，更是传统个性和文明元素的复兴。北京前史悠长的景点——故宫，经过与国表里品牌和网红KOL的许多产品方案协作，在我国年青花费者中极受等待。
外国品牌为了赢取我国花费者的心，会活泼地研讨我国的花费商场，因而，许多本乡的表达也就自可是然进入了英语中。
电商的打开，花费者的真金白银，都在推进着我国表达走出国门，走向世界。
Notes
flash-in-the-pan 少纵即逝的
fads /f??d/ n. 一时的风气；时刻短的张狂
tier /t??r/n. 排；层；等级
powerhouse /??pa????rha??s/n. 健壮的集团（或组织）
resurgence /r????s????rd????ns/n. 复苏；复兴
实习生：崔莺馨
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