“國(guó)潮”、“電商直播”、“下沉”……

這些近來(lái)興起的詞，你知道用英語(yǔ)怎么說(shuō)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(jié)了五個(gè)對(duì)于想要了解2020年中國(guó)市場(chǎng)營(yíng)銷的外國(guó)人來(lái)說(shuō)必須要學(xué)會(huì)的詞。

她表示，這些詞在2019年就已經(jīng)沉淀下來(lái)，成為了中國(guó)營(yíng)銷界的關(guān)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(guó)消費(fèi)者習(xí)慣與偏好的長(zhǎng)期趨勢(shì)。

乍看之下，這些詞我們也不陌生。但要用英語(yǔ)來(lái)解釋卻不是那么容易，一起來(lái)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(méi)或淹沒(méi)，作為當(dāng)下的一個(gè)流行術(shù)語(yǔ)，意思是品牌營(yíng)銷正在努力適應(yīng)沉入或進(jìn)入較低層次的市場(chǎng)。

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

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(guò)去，希望接觸到中國(guó)消費(fèi)者的品牌通常把精力聚焦在中國(guó)一、二線城市見多識(shí)廣的消費(fèi)者身上。然而，在過(guò)去幾年中，隨著市場(chǎng)變得過(guò)于飽和，這些城市的消費(fèi)增長(zhǎng)放緩。這些成熟的購(gòu)物者們被各種各樣的選擇所淹沒(méi)，品牌要想打破這種營(yíng)銷噪音，代價(jià)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.

中國(guó)次發(fā)達(dá)的城市中心和農(nóng)村地區(qū)的消費(fèi)者們正在推動(dòng)中國(guó)的下一波消費(fèi)增長(zhǎng)。最近一項(xiàng)針對(duì)6700多名中國(guó)女性消費(fèi)者的調(diào)查發(fā)現(xiàn)，在2019年阿里巴巴雙十一購(gòu)物節(jié)期間，三線及以下城市的消費(fèi)者計(jì)劃的消費(fèi)額超過(guò)了一、二線城市的消費(fèi)者。

私域流量 Private traffic

隨著線上的流量越來(lái)越貴，“私域流量”這個(gè)概念就慢慢興起了。簡(jiǎn)單講，它指的就是那些你可以直接觸達(dá)并無(wú)需為此付費(fèi)的網(wǎng)絡(luò)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(dá)的網(wǎng)民，或者那些能自己找到你的渠道，并無(wú)需你為此付費(fèi)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(jī)觸達(dá)在大多數(shù)中國(guó)社交媒體和電子商務(wù)平臺(tái)上受到嚴(yán)格限制，使得品牌和網(wǎng)紅KOL付費(fèi)才能接觸到自己的粉絲，因此，品牌們也在尋找替代營(yíng)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(jí)應(yīng)用是中國(guó)最大的私域流量渠道。品牌利用個(gè)人微信賬號(hào)和微信群打造消費(fèi)者社區(qū)。雖然這是一個(gè)勞動(dòng)密集型的過(guò)程，但它縮短了品牌與消費(fèi)者之間的距離，有助于建立忠誠(chéng)度。到2020年，我們可能會(huì)看到更多的品牌在定制聊天機(jī)器人的幫助下運(yùn)營(yíng)這些社區(qū)。