They say there is power in names and nowhere is that truer than China, where Chinese characters often carry a deep significance. For any brand planning to enter the Chinese market, choosing the right Chinese name is usually a top priority.
In choosing their Chinese name, brands should consider something that is memorable, easy to pronounce and with no negative meaning in the multiple Chinese dialects, and that conveys a sense of the brand’s DNA. This can be a challenge for luxury fashion houses, as their name often comes with its own heritage(传统) and meaning. However, they also have the advantage that they may enjoy a certain degree of brand recognition in China.
Brands have three main options when it comes to choosing a Chinese name. The majority choose a simple transliteration(音译), choosing a series of characters with sounds that are closely similar to the pronunciation of the brand’s original name. For example, Dior’s Chinese name is“迪奥”(di’ao).The two characters, while meaningless in combination, respectively mean “to enlighten” and “mysterious”, a smart choice for this brand.
Since more and more Chinese people are travelling abroad and they tend to pick up a short form, for instance, LV for Louis Vuitton, brands might wonder whether it is even necessary to spend considerable time and energy coming up with an official Chinese name. Nevertheless, most marketers still advise that brands select an official Chinese name. “Although brands only use their English name on their shop front, they still need a Chinese name, as their customers, sales assistants and floor managers usually won’t use the English name,” argues Louis Houdart, CEO of China-based branding agency Creative Capital.
Houdart adds that it is important for brands to establish and popularize their Chinese name, otherwise they might run the risk of customers’ coming up with their own understanding and pronunciation, messing their brand’s image and leaving it open to copyright infringement(侵权).
【小题1】What’s the bright side for luxury fashion houses while choosing a Chinese name?A.It’s possible for those brands to be recognized by Chinese customers. |
B.It’s lucky to decide a Chinese name that can be accepted by Chinese consumers. |
C.It’s easy for them to contain their heritage and meaning in their Chinese name. |
D.It’s unnecessary for those brands to spend energy choosing a proper Chinese name. |
A.Giving the name a short form “BV”. | B.Translating the name into宝格丽. |
C.Ignoring Chinese customers’ demand. | D.Sticking to the English name. |
A.Diane Von Furstenberg is usually referred to as “DVF” instead of a Chinese name. |
B.It is essential for brands to set up their Chinese name and make it understandable. |
C.Louis Vuitton has never meant to come up with an official Chinese name so far. |
D.Chinese consumers get fairly used to pronouncing those brand’s names in English. |
A.Behind the Right Chinese Name | B.The Influence of Famous Brands |
C.The Power of Brand Recognition | D.The History of Famous Brands |
According to a sales report from askci.com on 2018’s Double Eleven, the national shopping day, women’s down garments(羽绒服)were among the top 10 hit products.
Although most down garments can make people look big and fat, you could choose longer ones for a slimming look. For colors, metallic colors are more stylish and pair more easily with other street-style outfits.
A.How to be stylish? |
B.Ducks do not eat clean diet, which could give their feathers a strong smell. |
C.Not everyone prefers wearing down garments. |
D.Where to choose your down garment? |
E.What’s the difference between the down from these two creatures? |
F.They have been popular for many years in China. |
G.All you need is warmth. |
Riding a Mobike on the street, you might hear some people speaking Chinese aloud.
This isn't referring to China, but Manchester, UK.
“One example is the meat,” said Yin Hang, who is studying at the University of Wollongong in Australia. MWe like to eat meat with the bone in, but people here don't. So Chinese restaurants provide big pieces of meat without bones, even for fish."
More than half of US-owned drones (无人机)are Chinese models, according to China Daily.
They' re not simply made in China, but designed and developed in the country.
In the past, most Western people thought Chinese products were cheap and unreliable. But things have changed greatty.
For example, Huawei, one of China's major smartphone makers, overtook Apple in global smartphone sales for the first time in June and July last year, behind only Samsung.
"They are beautiful and offer some unique features American phones don't have," CNN once said about Chinese smartphones.
A.Many Chinese products are also becoming more popular. |
B.What is the biggest problem with many Chinese products? |
C.In fact, you might see similar things in many other cities around the world. |
D.Turning to the right, you may see a Sichuan-style restaurant. |
E.Meanwhile, international products are still enjoying great success in China. |
F."Made in China" has become cool and more people trust Chinese products.. |
G.Chinese food has been enjoyed in Western coun tries for a long time. |
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