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China Daily 2020-01-18 09:00




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




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



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.



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.


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.


私域流量 Private traffic


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.


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.

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.


关键意见消费者 KOCs

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

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

Chinese consumers are becoming more sophisticated, they have a lot of options to avoid traditional advertising. Their attention span is also decreasing meaning it is getting harder to keep their attention once you have it.




Unlike several years ago, consumers are now very aware that KOLs are promoting products because they are being paid to. They are craving more content that is not commercially influenced.


E-commerce livestreaming

Li Jiaqi, a Chinese blogger, who endorses beauty products through livestreaming, applies lipstick during a live broadcast on the Taobao platform in Shanghai. [Photo by Niu Jing/For China Daily]

While e-commerce livestreaming has existed in China for several years, it took off in 2019, which was made clear during this year’s Singles Day shopping festival when livestreaming on Alibaba’s Taobao livestreaming platform generated $2.85 billion in sales — around 7.5 percent of the day’s total sales.
虽然电商直播在中国已经存在了好几年,但它是在2019年开始腾飞的。很能说明问题的情况是,在去年的双十一购物节中,阿里巴巴的淘宝电商直播就产生了28.5亿美元的销售额(约合人民币197.3亿元)—— 占这一天总销售额的7.5%左右。

The growth of e-commerce livestreaming is largely due to its strong appeal among consumers in lower-tier cities in China. As mentioned above, lower–tier, or “Xiachen”, markets are seen as the next big opportunity and both domestic and international brands are eager to try new methods to connect with this audience.

Alibaba’s Taobao livestreaming platform is both an early adopter and leader in the e-commerce livestreaming space, and over the past few years they have cultivated a strong base of high-performing livestream hosts.

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


国潮 Guochao

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

China’s young adults, particularly those between the ages of 20-25, grew up in a different environment than previous generations. They have seen the rise of China as a global economic powerhouse.


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

The full collection of the lipsticks released by the Palace Museum, December 9, 2018. [Photo courtesy of the Palace Museum Cultural and Creative Store]


Guochaois not only about the rise of domestic brands, but also the resurgence of traditional style and cultural elements. Beijing’s historical Forbidden City has become extremely popular among Chinese youth due to its numerous product design collaborations with both domestic and international brands and influencers.






flash-in-the-pan 昙花一现的

fads /fæd/ n. 一时的风尚;短暂的狂热

tier /tɪr/n. 排;层;等级

powerhouse /ˈpaʊərhaʊs/n. 强大的集团(或组织)

resurgence /rɪˈsɜːrdʒəns/n. 复苏;复兴









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