5 Chinese Marketing Terms

?You Must Know In 2020

2020中國市場營銷五大必知熱詞：

“國潮”“電商”“KOCs”上榜

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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”的字面意就是沉沒或淹沒，作為當下的一個流行術(shù)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。

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.

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。中國次發(fā)達的城市中心和農(nóng)村地區(qū)的消費者們正在推動中國的下一波消費增長。

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。

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)。

1.? 帶有中國特色的內(nèi)容通?？芍苯佑脻h語拼音 cultural confidence文化自信

2.? Move down into :下沉 move up the value chain低端向中高端邁進

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

4.? reach out觸達/outreach campaign宣傳

5.? Slow: slow down, decelerate放緩

6.? Less-developed欠發(fā)達 large company/smaller company大企業(yè)和中小企業(yè) urban替代city

7. ?Traffic流量（網(wǎng)絡）：foot flow人流量

8.? Pay to reach your target audience買粉

9.? Community社區(qū)/社群 the international community國際社會 communities of consumers消費群體

10. Labor-intensive :勞動密集型energy-intensive 能源密集型 ?capital-intensive需要很多資本的

11. Custom chabots聊天機器人 ?custom定制的，custom made定制的

Part Two

關(guān)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(guān)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(guān)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(zhì)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(guān)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。

電商直播 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。

1.? KOCs關(guān)鍵意見消費者(好物推薦者)key opinion customer

2. ?Influencer：網(wǎng)紅social media influencer

3.? KOL:網(wǎng)紅 關(guān)鍵意見領袖 key opinion leader

4.? Long-tail micro 不是立刻有影響的

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

6. ?Typically：normally通常的

7. ?Livestreaming：直播 ?live broadcast電臺直播 streamer播主

8.? Adopter:采納者 embrace? //lead the world in 領域（領先世界）

9. ?Space：sector/area/scene領域

10. Base：群customer base客戶群，account base賬戶群；high-performing高效的

11. Largest粉絲量最多的

12. Top-selling最能帶貨的

13. Singles Day雙十一

14. Amass sth聚集 amass wealth聚集財富?? ecosystem生態(tài)系統(tǒng)

Part Three

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。

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(nèi)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。

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.

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(nèi)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。

1.? see經(jīng)歷發(fā)生 China see sth

2.? surge in sth 激增

3.? age demographic年齡層、段

4.? seize on/upon抓住

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

6.? draw on打..牌

7.? Guochao is not only A,but also B不僅僅指的是，也指的是

8. ?resurgence of traditional style and cultural elements：傳統(tǒng)風格和文化元素的復興

9.? Due to由于（常用不好的）thanks to跟積極的，但是兩者都可以表示積極的和消極的原因

10. 國潮：National hip 還是不如翻譯成拼音

11. Rebrand重塑