外刊高翻第26课

5 Chinese Marketing Terms

 You Must Know In 2020

2020中国市场营销五大必知热词：

“国潮”“电商”“KOCs”上榜

    

Part One

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。

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. Consumers in China’s less-developed urban centers and rural areas are driving the next wave of consumption growth in the country.

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。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。

私域流量 Private traffic

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。

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。

1.  带有中国特色的内容通常可直接用汉语拼音 cultural confidence文化自信

2.  Move down into :下沉 move up the value chain低端向中高端迈进

3.  Look to do sth: 寻求as we try to do sth/seek to do

4.  reach out触达/outreach campaign宣传

5.  Slow: slow down, decelerate放缓

6.  Less-developed欠发达 large company/smaller company大企业和中小企业 urban替代city

7.  Traffic流量（网络）：foot flow人流量

8.  Pay to reach your target audience买粉

9.  Community社区/社群 the international community国际社会 communities of consumers消费群体

10. Labor-intensive :劳动密集型energy-intensive 能源密集型  capital-intensive需要很多资本的

11. Custom chabots聊天机器人  custom定制的，custom made定制的

Part Two

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。

电商直播 E-commerce livestreaming

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，在过去几年里，他们培养了一支强大的主播队伍。

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过去一年中成了明星。薇娅经常被评为淘宝直播最能带货的主播，2019年双十一与金·卡戴珊合作后，薇娅的名气也扩展到了西方。李佳琦在阿里巴巴生态系统之外的众多中国社交媒体平台上聚集了大量粉丝，成为了首个也是唯一一个享有如此广泛声誉和人气的淘宝主播。

1.  KOCs关键意见消费者(好物推荐者)key opinion customer

2.  Influencer：网红social media influencer

3.  KOL:网红 关键意见领袖 key opinion leader

4.  Long-tail micro 不是立刻有影响的

5.  Unlike：与..不同：放在句首  as with A ,B is与A相同的，B是…

6.  Typically：normally通常的

7.  Livestreaming：直播  live broadcast电台直播 streamer播主

8.  Adopter:采纳者 embrace  //lead the world in 领域（领先世界）

9.  Space：sector/area/scene领域

10. Base：群customer base客户群，account base账户群；high-performing高效的

11. Largest粉丝量最多的

12. Top-selling最能带货的

13. Singles Day双十一

14. Amass sth聚集 amass wealth聚集财富   ecosystem生态系统

Part Three

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.

过去几年里，中国年轻消费者对融合了中国传统风格与文化的国产品牌和产品的兴趣激增，这一趋势被称为国潮。

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.

随着这一年龄段的消费者逐渐成为中国最大的消费群体之一，国内品牌也迅速抓住了这个机会——成熟到甚至有些过时的品牌，如李宁和百雀羚，正在重塑自己的品牌，以吸引年轻受众。21世纪初流行的大白兔、王老吉等品牌在打怀旧牌。完美日记、喜茶、钟薛高等新品牌也是忽然出现在消费者视野，并以游击式的营销策略实现了不可思议的销售额。

Guochao is 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.

国潮不仅是国产品牌的崛起，更是传统风格和文化元素的复兴。北京历史悠久的景点——故宫，通过与国内外品牌和网红KOL的众多产品设计合作，在中国年轻消费者中极受欢迎。

1.  see经历发生 China see sth

2.  surge in sth 激增

3.  age demographic年龄层、段

4.  seize on/upon抓住

5.  long/well-established悠久的 time-honored历史悠久的

6.  draw on打..牌

7.  Guochao is not only A,but also B不仅仅指的是，也指的是

8.  resurgence of traditional style and cultural elements：传统风格和文化元素的复兴

9.  Due to由于（常用不好的）thanks to跟积极的，但是两者都可以表示积极的和消极的原因

10. 国潮：National hip 还是不如翻译成拼音

11. Rebrand重塑