⽹红、美妆博主、元⽓森林英⽂怎么说今天读⼀篇《⾦融时报》上的⽂章，讲的是社交⽹络帮助中国品牌战胜外国竞争对⼿。Social media influencers help Chine brands outfox foreignrivals
社交媒体红⼈帮助中国品牌战胜外国对⼿
我们先来解决标题中的两个词-influencer和outfox。
►influencer必定和influence有关，就是指“有影响的⼈”，这个词在社交⽹络盛⾏后，主要指有⼀定影响⼒的“⽹红”。
►outfox除了是个合成词，还带有些⽂化思维在背后。
前缀out-表⽰在……之外；fox ⽆论是在东⽅还是西⽅⽂化中，都表⽰“狡猾，耍⼿段的”⼈。
所以outfox就是表⽰“⽐狐狸还狡猾”，即⽐某⼈聪明，智胜。
Politics is often the art of knowing how to outfox the opposition.-政治通常是关于如何智取
对⼿的艺术。
Homegrown groups threaten likes of Coca-Cola and L’Oréal with savvy marketing and supply chain pro
wess
口干如何治疗
国产品牌通过机智的营销⼿段和强⼤的供应链，对可⼝可乐和欧莱雅的⽤户青睐度带来威胁。
路在脚下图片
►homegrown同样是个合成词，意为“国产的”。
这样的词，再⽐如homebrew-⾃酿（啤）酒，⾃制
►savvy这个词，如果你读原版书，就会尝尝见到它。我在读《马斯克传记》和《乔布斯传记》时都遇到过好⼏次。
►savvy即可以做名词也可以做形容词，表⽰悟性，洞察⼒，实际知识；聪慧的，有实际知识的。
如market savvy 市场洞察⼒；savvy marketing 具有营销知识
►prowess 英勇，超凡技术，能⼒ someone's prowess is their great skill at doing something.
For western companies such as Coca-Cola, Maybelline and Nestlé, century-old brands havelong offered a formidable advantage over local rivals in China.
在中国，与当地竞争对⼿相⽐，有着百年历史的西⽅公司如可⼝可乐，美宝莲和雀巢具有
更⼤的优势。
►这段中的⼏个牌⼦，可以注意下：Coca-Cola 可⼝可乐；Maybelline美宝莲；Nestlé 雀巢►formidable 巨⼤的，强⼤的
英文自我介绍面试►advantage over 占优势，优于
But the established groups are increasingly being threatened by Chine start-ups who growth has been turbocharged by savvy social media marketing and optimid supply chains.
但是，这些⽼牌公司正不断遭受着中国新兴公司的威胁。这些公司在精准的社交媒体营销
⼿段和结构优化的供应链的帮助下，加⾜了发展的油门。
►established早已成⽴的，资深的，⽼牌的
►turbocharge 给（引擎、车辆）装备涡轮增压器
这是⼀个很形象的说法，名词动词化，可以让表达更加灵动。
我们常见的shoulder the responsibility也是如此。还有 head for some place 等。
后⾯的部分，可以作为泛读，也可以看下如何翻译。
That shift was underscored during this month’s “618” ecommerce festival, China’scond-biggest annual shopping event, as local brand Babycare outpaced Procter& Gamble’s Pampers in terms of sales volumes, according to data relead by internet group Alibaba.
underscore 强调
It wasn’t a one-off: Genki Forest, a Chine beverage company, overtook Coca-Cola and Pepsi inonline sales during last year’s “Singles’ Day”, a multibillion-dollar extravaganza that is the country’s biggest shopping holiday.
A year earlier, Perfect Diary, a homegrown cosmetics brand, leapfrogged Maybelline and Estée Lauder to become number one on Singles’ Day, while in 2019, snack brand ThreeSquirrels overtook Nestlé.
“Foreign brands ud to have an edge in the China market by reprenting a项目管理计划书
superior western lifestyle. But Chine consumers are now more confident in 'China style’,” said Albus Yu, investment manager at China Growth Capital, a venture-capital fund that has backed bran
ds such as Maia Active, a Chine challenger to Lululemon.鲁班简介
The pre-eminence of Chine brands marks a turnround in a country where foreign products have historically been viewed as safer and of higher quality. It also pos a big challenge for multinationals that are increasingly looking to China for growth.
“This next decade is going to be the decade of Chine brands,” said Elijah Whaley, vice-president of Asia-Pacific marketing at Launchmetrics, an analytics company. “The domestic brands will take a large share of China’s growing consumer market.”
In the first three quarters of 2020, domestic sales for Chine fast-moving consumer goods brands incread 2 per cent while tho of foreign brands shrank 6 per cent year-on-year, according to a report by Kantar Worldpanel and Bain.
Much of the recent success of local brands comes down to hefty investments in marketing, particularly on social media, analysts said. That has been fuelled by
strong backing from venture capital.
“Marketing has made Chine products cool. They don’t have heritage brand equity that they’re tryin
游黄山作文g to protect, which means they’re willing to take risks and move quickly,”said Mark Tanner, managing director of Skinny China, a marketing company.
Marketing can account for upwards of 60 per cent of Chine consumer start-ups’spending, according to Launchmetrics, compared with 15-25 per cent for foreign brands inChina.
土豆炖羊肉“Overas brands are much more organic in their marketing approach, they want to
grow slowly, and that’s how it works in other markets. But here everything is accelerated becau there’s so much venture capital involved,” said Jenny Chen, co-founderof WalkTheChat, a cross-border marketing software agency.
Chine brands have also been nimble in terms of developing their supply chains. Being
clo to manufacturing clusters in China, they have cultivated relationships with suppliers, allowing them to accelerate development of new products and trimcosts. Often, the suppliers are the same ones through which premium foreign brands source goods.
“The magic is in the small-batch ordering. You can produce thousands of items and e whatsticks,” said Rui Ma, China tech analyst at TechBuzz.
Shanghai Chicmax, a cosmetics brand, went from designing to lling a face mask in three days. That process took a foreign shampoo brand three years, Skinny China’s Tanner pointed out.
Variety and speed matter becau young Chine consumers have eclectic tastes and a keener desire to cha trends than their western counterparts, analysts said. While GlaxoSmithKline had 400 products for European customers in one oral care category, it had 12,000 for China, Tanner added.
Young Chine consumers also expect a sophisticated ecommerce experience. When buying a lipstick, they might first watch an influencer promote it on Douyin, China’sversion of TikTok, and then switch to social media platform Xiaohongshu for reviews from professional beauty bloggers before finally buying it on Alibaba’s Taobao after consulting customer feedback and photos.
Some Chine influencers have amasd huge fanbas, such as “Lipstick King” Li Jiaqi, who has 45m Douyin followers. An endorment from Li can lead a product to ll out in minutes and he has previously criticid foreign brands such as Hermès and Chanel.
It was watching Li’s livestreams that Zhang Qiping, a 28-year old professional at a foreign company in China, discovered domestic brands Florasis and Perfect Diary.
“I thought the lipsticks looked great, and then I went on Xiaohongshu and found there were lots of people recommending them so I went ahead and bought them,” said Zhang,who had previously bought lipsticks from Dior and Yves Saint Laurent.
But “micro-influencers”,who have a much smaller reach of fewer than 10,000 followers, are also an important group for brand marketing. They are often regular customers who companies have converted into brand advocates, giving them free products orsmall payments.
“In China’sinfluencer industry, you can find a price for almost everything: a sponsored campaign that looks like it’s native content or a tiny post by amicro-influencer,” said WalkTheChat’s Chen.
Another effective way for brands to reach customers in China is via groups on messaging platforms such as Tencent’s WeChat, where they are limited to 500 urs. This allows brands to interact with consumers in a more intimate environment, but some western companies e them as offering an uncertain return on investment.
英国文学“Chine brands are more willing to take the risk,” said Whaley.
Chine media hasdocumented how Perfect Diary has opened thousands of WeChat groups led by“Xiaowanzi” or “Abby”, a virtual beauty influencer backed by a large marketingteam.
Over the finalweekend of 618 promotions, one of Abby’s WeChat groups of 200 people wasinundated with brand promotions, while shoppers posted pictures, askedquestions and gave feedback.
Asked how international brands could win her back, Zhang, the consumer working for a
foreign company, replied: “When it comes to switching brands, I usually look at reviews on Douyin and Xiaohongshu. It all depends on whether the brands can get beauty bloggers to promote them.”
⽹红：influencer
美妆博主：beauty bloggers
元⽓森林：Genki Forest
