20-10-20【高翻带你学翻译】2020中国热词：“国潮”复兴，“电商直播”红红火火

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第一段：
 
Xiachen
 
"Xiachen" literally means to sink or submerge andis now a popular term meaning that brands’ marketing efforts are adapting tosink or move down into lower tier markets.

 
In the past, brands looking to reach Chinese consumers havetypically been focused on cosmopolitan consumers in China’s first and sometimessecond tier cities. However, over the past few years, consumption growth inthese cities has slowed as the market has become oversaturated. Consumers inChina’s less-developed urban centers and rural areas are driving the next waveof consumption growth in the country.

Private traffic
 

The term refers to internet users whom you candirectly contact or who seek out your channels without you having to pay toreach them.

 
Right now, the super app WeChat is the biggest privatetraffic channel in China. Brands are using personal WeChat accounts and WeChatgroups 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 thehelp of custom chatbots.

 第二段

KOCs
 
In many parts of Asia, influencers are referred to as KOLs orkey opinion leaders. This year, a subsegment of KOL marketing took off, andthat was KOCs or key opinion customers/consumers.

KOCs are essentially long-tail micro influencers. They areordinary everyday consumers who enjoy sharing their experiences on socialmedia. Generally, they are knowledgeable on certain topics. Unlike KOLs, theymay only have an audience of several hundred to a few thousand followers andtherefore typically have a much closer relationship with their followers than aKOL does. Unlike KOL campaigns, KOC campaigns are typically unpaid – KOCsreceive free product with the hope that they will share content.

 E-commercelivestreaming

Alibaba’s Taobao livestreaming platform is bothan early adopter and leader in the e-commerce livestreaming space, and over thepast few years they have cultivated a strong base of high-performing livestreamhosts.

Two of the largest hosts, Viya and Austin Li, reached acelebrity status in China over the past year. Frequently ranked as thetop-selling streamer on Taobao, Viya became known in the West aftercollaborating with Kim Kardashian during Singles Day 2019. Li became ahousehold name throughout China after amassing an enormous audience on numerousChinese social media platforms outside of the Alibaba ecosystem, becoming thefirst and only Taobao livestreamer to enjoy such widespread fame and popularity.

 
 第三段

Guochao

 Over the past few years, China has seen a surgein young consumers’ interest in domestic brands and products that incorporateChinese traditional style and culture, a trend known as guochao.

As this agedemographic is becoming one of China’s largest spending groups, domestic brandshave quickly jumped at this opportunity – more established and previouslyconsidered outdated brands such as Li-Ning and Pechoin are rebrandingthemselves to appeal to younger audiences, brands popular in the early 2000ssuch as White Rabbit and Wanglaoji are drawing on nostalgia, and new brandssuch as Perfect Diary, Hey Tea, and Zhongxuegao are appearing out of nowhereand achieving incredible sales with their guerilla marketing strategies.

 Guochaois not only about the rise of domestic brands, but also the resurgence oftraditional style and cultural elements. Beijing’s historical Forbidden Cityhas become extremely popular among Chinese youth due to its numerous productdesign collaborations with both domestic and international brands andinfluencers.