“电商直播”“国潮”火到国外，这些中式表达用英语怎么解释_BEC初级作文

“电商直播”“国潮”火到国外，这些中式表达用英语怎么解释

“国潮”、“电商直播”、“下沉”……

这些近来兴起的词，你知道用英语怎么说吗？

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总结了五个对于想要了解2020年中国市场营销的外国人来说必须要学会的词。

她表示，这些词在2019年就已经沉淀下来，成为了中国营销界的关键词汇。

These are not merely flash-in-the-pan fads, but long-lasting trends that reflect the changing preferences and habits of Chinese consumers.

这些词汇并非昙花一现的潮流，而是能够反映中国消费者习惯与偏好的长期趋势。

乍看之下，这些词我们也不陌生。但要用英语来解释却不是那么容易，一起来看看。

“电商直播”“国潮”火到国外，这些中式表达用英语怎么解释1

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。

她解释道，一二线城市的营销要面对的噪音很大，三四线城市的潜力还远未被开发出来。

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.