SocialmediainfluencershelpChinesebrandsoutfoxforeignrivals
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。
Politicsisoftentheartofknowinghowtooutfoxtheopposition.-政治通常是关于如何智取对手的艺术。
HomegrowngroupsthreatenlikesofCoca-ColaandL’Oréalwithsavvymarketingandsupplychainprowess
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。
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marketsavvy市场洞察力；savvymarketing具有营销知识
prowess英勇，超凡技术，能力someone'sprowessistheirgreatskillatdoingsomething.
ForwesterncompaniessuchasCoca-Cola,MaybellineandNestlé,century-oldbrandshavelongofferedaformidableadvantageoverlocalrivalsinChina.
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
advantageover占优势，优于
ButtheseestablishedgroupsareincreasinglybeingthreatenedbyChinesestart-upswhosegrowthhasbeenturbochargedbysavvysocialmediamarketingandoptimisedsupplychains.
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shouldertheresponsibility也是如此。还有headforsomeplace等。
后面的部分，可以作为泛读，也可以看下如何翻译。
Thatshiftwasunderscoredduringthismonth’s“618”ecommercefestival,China’ssecond-biggestannualshoppingevent,aslocalbrandBabycareoutpacedProcter&Gamble’sPampersintermsofsalesvolumes,accordingtodatareleasedbyinternetgroupAlibaba.
underscore强调
Itwasn’taone-off:GenkiForest,aChinesebeveragecompany,overtookCoca-ColaandPepsiinonlinesalesduringlastyear’s“Singles’Day”,amultibillion-dollarextravaganzathatisthecountry’sbiggestshoppingholiday.
Ayearearlier,PerfectDiary,ahomegrowncosmeticsbrand,leapfroggedMaybellineandEstéeLaudertobecomenumberoneonSingles’Day,whilein2019,snackbrandThreeSquirrelsovertookNestlé.
“ForeignbrandsusedtohaveanedgeintheChinamarketbyrepresentingasuperiorwesternlifestyle.ButChineseconsumersarenowmoreconfidentin'Chinastyle’,”saidAlbusYu,investmentmanageratChinaGrowthCapital,aventure-capitalfundthathasbackedbrandssuchasMaiaActive,aChinesechallengertoLululemon.
Thepre-eminenceofChinesebrandsmarksaturnroundinacountrywhereforeignproductshavehistoricallybeenviewedassaferandofhigherquality.ItalsoposesabigchallengeformultinationalsthatareincreasinglylookingtoChinaforgrowth.
“ThisnextdecadeisgoingtobethedecadeofChinesebrands,”saidElijahWhaley,vice-presidentofAsia-PacificmarketingatLaunchmetrics,ananalyticscompany.“ThedomesticbrandswilltakealargeshareofChina’sgrowingconsumermarket.”
Inthefirstthreequartersof2020,domesticsalesforChinesefast-movingconsumergoodsbrandsincreased2percentwhilethoseofforeignbrandsshrank6percentyear-on-year,accordingtoareportbyKantarWorldpanelandBain.
Muchoftherecentsuccessoflocalbrandscomesdowntoheftyinvestmentsinmarketing,particularlyonsocialmedia,analystssaid.Thathasbeenfuelledbystrongbackingfromventurecapital.
“MarketinghasmadeChineseproductscool.Theydon’thaveheritagebrandequitythatthey’retryingtoprotect,whichmeansthey’rewillingtotakerisksandmovequickly,”saidMarkTanner,managingdirectorofSkinnyChina,amarketingcompany.
Marketingcanaccountforupwardsof60percentofChineseconsumerstart-ups’spending,accordingtoLaunchmetrics,comparedwith15-25percentforforeignbrandsinChina.
“Overseasbrandsaremuchmoreorganicintheirmarketingapproach,theywanttogrowslowly,andthat’showitworksinothermarkets.Buthereeverythingisacceleratedbecausethere’ssomuchventurecapitalinvolved,”saidJennyChen,co-founderofWalkTheChat,across-bordermarketingsoftwareagency.
Chinesebrandshavealsobeennimbleintermsofdevelopingtheirsupplychains.BeingclosetomanufacturingclustersinChina,theyhavecultivatedrelationshipswithsuppliers,allowingthemtoacceleratedevelopmentofnewproductsandtrimcosts.Often,thesesuppliersarethesameonesthroughwhichpremiumforeignbrandssourcegoods.
“Themagicisinthesmall-batchordering.Youcanproducethousandsofitemsandseewhatsticks,”saidRuiMa,ChinatechanalystatTechBuzz.
ShanghaiChicmax,acosmeticsbrand,wentfromdesigningtosellingafacemaskinthreedays.Thatprocesstookaforeignshampoobrandthreeyears,SkinnyChina’sTannerpointedout.
VarietyandspeedmatterbecauseyoungChineseconsumershaveeclectictastesandakeenerdesiretochasetrendsthantheirwesterncounterparts,analystssaid.WhileGlaxoSmithKlinehad400productsforEuropeancustomersinoneoralcarecategory,ithad12,000forChina,Tanneradded.
YoungChineseconsumersalsoexpectasophisticatedecommerceexperience.Whenbuyingalipstick,theymightfirstwatchaninfluencerpromoteitonDouyin,China’sversionofTikTok,andthenswitchtosocialmediaplatformXiaohongshuforreviewsfromprofessionalbeautybloggersbeforefinallybuyingitonAlibaba’sTaobaoafterconsultingcustomerfeedbackandphotos.
SomeChineseinfluencershaveamassedhugefanbases,suchas“LipstickKing”LiJiaqi,whohas45mDouyinfollowers.AnendorsementfromLicanleadaproducttoselloutinminutesandhehaspreviouslycriticisedforeignbrandssuchasHermèsandChanel.
ItwaswatchingLi’slivestreamsthatZhangQiping,a28-yearoldprofessionalataforeigncompanyinChina,discovereddomesticbrandsFlorasisandPerfectDiary.
“Ithoughtthelipstickslookedgreat,andthenIwentonXiaohongshuandfoundtherewerelotsofpeoplerecommendingthemsoIwentaheadandboughtthem,”saidZhang,whohadpreviouslyboughtlipsticksfromDiorandYvesSaintLaurent.
But“micro-influencers”,whohaveamuchsmallerreachoffewerthan10,000followers,arealsoanimportantgroupforbrandmarketing.Theyareoftenregularcustomerswhocompanieshaveconvertedintobrandadvocates,givingthemfreeproductsorsmallpayments.
“InChina’sinfluencerindustry,youcanfindapriceforalmosteverything:asponsoredcampaignthatlookslikeit’snativecontentoratinypostbyamicro-influencer,”saidWalkTheChat’sChen.
AnothereffectivewayforbrandstoreachcustomersinChinaisviagroupsonmessagingplatformssuchasTencent’sWeChat,wheretheyarelimitedto500users.Thisallowsbrandstointeractwithconsumersinamoreintimateenvironment,butsomewesterncompaniesseethemasofferinganuncertainreturnoninvestment.
“Chinesebrandsaremorewillingtotaketherisk,”saidWhaley.
ChinesemediahasdocumentedhowPerfectDiaryhasopenedthousandsofWeChatgroupsledby“Xiaowanzi”or“Abby”,avirtualbeautyinfluencerbackedbyalargemarketingteam.
Overthefinalweekendof618promotions,oneofAbby’sWeChatgroupsof200peoplewasinundatedwithbrandpromotions,whileshopperspostedpictures,askedquestionsandgavefeedback.
Askedhowinternationalbrandscouldwinherback,Zhang,theconsumerworkingforaforeigncompany,replied:“Whenitcomestoswitchingbrands,IusuallylookatreviewsonDouyinandXiaohongshu.Italldependsonwhetherthebrandscangetbeautybloggerstopromotethem.”