“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。

　　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.

　　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。这些成熟的购物者们被各种各样的选择所淹没，品牌要想打破这种营销噪音，代价是非常高昂的。

　　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。最近一项针对6700多名中国女性消费者的调查发现，在2019年阿里巴巴双十一购物节期间，三线及以下城市的消费者计划的消费额超过了一、二线城市的消费者。

　　私域流量 Private traffic

　　随着线上的流量越来越贵，“私域流量”这个概念就慢慢兴起了。简单讲，它指的就是那些你可以直接触达并无需为此付费的网络用户。

　　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。

　　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.

　　与脸书和Ins类似，有机触达在大多数中国社交媒体和电子商务平台上受到严格限制，使得品牌和网红KOL付费才能接触到自己的粉丝，因此，品牌们也在寻找替代营销方案。

　　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。