“國潮”、“電商直播”、“下沉”……

這些近來興起的詞，你知道用英語怎么說嗎？

在福布斯的一篇名為“5 Chinese Marketing Terms You Must Know In 2020”的文章中，作者Lauran Hallanan總結了五個對于想要了解2020年中國市場營銷的外國人來說必須要學會的詞。

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她表示，這些詞在2019年就已經(jīng)沉淀下來，成為了中國營銷界的關鍵詞匯。

These are not merely flash-in-the-pan fads, but long-lasting trends that reflect the changing preferences and habits of Chinese consumers.
這些詞匯并非曇花一現(xiàn)的潮流，而是能夠反映中國消費者習慣與偏好的長期趨勢。

乍看之下，這些詞我們也不陌生。但要用英語來解釋卻不是那么容易，一起來看看。

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”的字面意就是沉沒或淹沒，作為當下的一個流行術語，意思是品牌營銷正在努力適應沉入或進入較低層次的市場。

她解釋道，一二線城市的營銷要面對的噪音很大，三四線城市的潛力還遠未被開發(fā)出來。

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.
過去，希望接觸到中國消費者的品牌通常把精力聚焦在中國一、二線城市見多識廣的消費者身上。然而，在過去幾年中，隨著市場變得過于飽和，這些城市的消費增長放緩。這些成熟的購物者們被各種各樣的選擇所淹沒，品牌要想打破這種營銷噪音，代價是非常高昂的。

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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.
中國次發(fā)達的城市中心和農村地區(qū)的消費者們正在推動中國的下一波消費增長。最近一項針對6700多名中國女性消費者的調查發(fā)現(xiàn)，在2019年阿里巴巴雙十一購物節(jié)期間，三線及以下城市的消費者計劃的消費額超過了一、二線城市的消費者。

私域流量 Private traffic

隨著線上的流量越來越貴，“私域流量”這個概念就慢慢興起了。簡單講，它指的就是那些你可以直接觸達并無需為此付費的網(wǎng)絡用戶。

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觸達的網(wǎng)民，或者那些能自己找到你的渠道，并無需你為此付費的網(wǎng)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.
與臉書和Ins類似，有機觸達在大多數(shù)中國社交媒體和電子商務平臺上受到嚴格限制，使得品牌和網(wǎng)紅KOL付費才能接觸到自己的粉絲，因此，品牌們也在尋找替代營銷方案。

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，微信這款超級應用是中國最大的私域流量渠道。品牌利用個人微信賬號和微信群打造消費者社區(qū)。雖然這是一個勞動密集型的過程，但它縮短了品牌與消費者之間的距離，有助于建立忠誠度。到2020年，我們可能會看到更多的品牌在定制聊天機器人的幫助下運營這些社區(qū)。

關鍵意見消費者 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.
在亞洲許多地區(qū)，有營銷影響力的人被稱為KOL或“關鍵意見領袖”。今年，KOL營銷的一個子市場開始騰飛，這就是KOC或“關鍵意見客戶/消費者”。

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本質上是“長尾微影響者”。他們是普通的日常消費者，喜歡在社交媒體上分享自己的經(jīng)歷。一般來說，他們對某些專業(yè)話題很了解。與KOL不同的是，他們可能只有幾百到幾千名粉絲，因此與粉絲的關系通常比KOL更密切。與KOL的營銷活動不同，KOC的營銷活動通常是無償?shù)摹麄儠盏矫赓M產(chǎn)品，品牌希望他們能分享使用感受。

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.

中國消費者也變得越來越老練，他們有很多辦法來避開傳統(tǒng)的廣告。他們的注意力跨度也在縮減，這也就意味著，哪怕你暫時吸引了他們的注意力，也很難讓他們持續(xù)關注下去。

KOC與普通用戶的關系

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.
與幾年前不同的是，現(xiàn)在消費者非常清楚，KOL是收了錢在推廣產(chǎn)品。消費者們希望看到更多不受商業(yè)影響的（未恰飯的）內容。

電商直播
E-commerce livestreaming

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.
雖然電商直播在中國已經(jīng)存在了好幾年，但它是在2019年開始騰飛的。很能說明問題的情況是，在去年的雙十一購物節(jié)中，阿里巴巴的淘寶電商直播就產(chǎn)生了28.5億美元的銷售額（約合人民幣197.3億元）—— 占這一天總銷售額的7.5%左右。

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.
電商直播的增長主要是由于它在中國三四線城市消費者中的強大吸引力。如上所述，三四線城市或“下沉”市場被視為下一個重大機遇，國內和國際品牌都希望使用新的營銷方式來與這些受眾建立聯(lián)系。

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.
阿里巴巴旗下的淘寶直播平臺既是電商直播領域的先行者，也是領頭羊，在過去幾年里，他們培養(yǎng)了一支強大的主播隊伍。

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.
粉絲最多的兩位主播薇婭和李佳琦在過去一年中成了明星。薇婭經(jīng)常被評為淘寶直播最能帶貨的主播，2019年雙十一與金·卡戴珊合作后，薇婭的名氣也擴展到了西方。李佳琦在阿里巴巴生態(tài)系統(tǒng)之外的眾多中國社交媒體平臺上聚集了大量粉絲，成為了首個也是唯一一個享有如此廣泛聲譽和人氣的淘寶主播。

國潮 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.
過去幾年里，中國年輕消費者對融合了中國傳統(tǒng)風格與文化的國產(chǎn)品牌和產(chǎn)品的興趣激增，這一趨勢被稱為國潮。

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.
中國的年輕人，特別是20-25歲之間的年輕人，成長環(huán)境與前幾代人不同。他們看到了中國作為全球經(jīng)濟強國的崛起。

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.
隨著這一年齡段的消費者逐漸成為中國最大的消費群體之一，國內品牌也迅速抓住了這個機會——成熟到甚至有些過時的品牌，如李寧和百雀羚，正在重塑自己的品牌，以吸引年輕受眾。21世紀初流行的大白兔、王老吉等品牌在打懷舊牌。完美日記、喜茶、鐘薛高等新品牌也是忽然出現(xiàn)在消費者視野，并以游擊式的營銷策略實現(xiàn)了不可思議的銷售額。

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.
國潮不僅是國產(chǎn)品牌的崛起，更是傳統(tǒng)風格和文化元素的復興。北京歷史悠久的景點——故宮，通過與國內外品牌和網(wǎng)紅KOL的眾多產(chǎn)品設計合作，在中國年輕消費者中極受歡迎。

外國品牌為了贏取中國消費者的心，會積極地研究中國的消費市場，因此，許多本土的表達也就自然而然進入了英語中。

電商的發(fā)展，消費者的真金白銀，都在推動著中國表達走出國門，走向世界。

Notes

flash-in-the-pan 曇花一現(xiàn)的

fads /f?d/ n. 一時的風尚；短暫的狂熱

tier /t?r/n. 排；層；等級

powerhouse /?pa??rha?s/n. 強大的集團（或組織）

resurgence /r??s??rd??ns/n. 復蘇；復興

編輯：左卓

實習生：崔鶯馨

來源：福布斯