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杀手包,饺子包,这些奢侈品手袋的昵称是怎么来的?

来源:中国日报网 编辑:alice   VIP免费外教试听课 |  可可官方微信:ikekenet

China’s appetite for fashion is mostly focused on foreign labels, especially when it comes to luxury handbags. But the carefully considered titles that image-conscious luxury brands give their bags aren’t necessarily how China’s shoppers refer to them.

中国人对时尚的兴趣主要集中在外国品牌上,特别是奢侈品手袋。但这些注重形象的奢侈品手袋的经过仔细斟酌的名称却并不一定是中国消费者对它们的称呼。
In an April report, consultancy McKinsey & Company noted that China’s young luxury shoppers aren’t loyal to brands so much as to “iconic brand-product combinations.” The French, English, and Italian names those products bear, however, can be difficult to translate and pronounce, so Chinese shoppers, especially online, will often refer to them by nicknames instead. That makes it “easier to share and discuss a product on social media, or to talk about in person with sales staff,” the report notes.
麦肯锡咨询公司在4月的一份报告中指出,中国年轻的奢侈品消费者对品牌的忠诚度不如对“标志性的品牌产品组合”那么高。很多奢侈品的名称是法语、英语和意大利语,很难翻译和发音,因此中国消费者尤其是网上消费者常常会用昵称来称呼它们。报告指出,这使得“在社交媒体上分享和讨论产品或与销售人员面对面讨论产品变得更容易”。

奢侈品手袋.jpg

Business of Fashion unpacked a few of these names, which are generally based on the way a product looks, a transliteration of the name, or a reference to pop culture–coupled, of course, with the cheeky sense of humor people have on platforms such as WeChat and Weibo. The result is coveted high-end handbags known locally by monikers such as the “killer” or “piglet.”

英国时装商业评论公司解读了几个昵称,这些名称通常是基于产品外观、名称音译或流行文化——当然,还有人们在微信和微博等平台上的幽默得来的。其结果就是令人垂涎的高档手袋在中国被冠以“杀手包”或“小猪包”等名称。
The killer
杀手包
In the 2011 movie Mission Impossible: Ghost Protocol, an assassin named Sabine Moreau—played by actress Léa Seydoux, who also starred in a commercial for Prada’s “Candy” fragrance that year— carries a Prada Saffiano Lux tote. That cameo earned the bag the nickname of the “killer” in China.
在2011年上映的电影《碟中谍4:幽灵协议》中,一个名叫萨比娜·莫罗的杀手背着一个普拉达的Saffiano Lux手提包。这款包由此在中国获得了“杀手包”的绰号。这一配角由女星蕾雅·赛杜扮演,当年她还出演了普拉达的糖果香水广告。
The catfish
鲶鱼包
The belt that gives Celine’s Belt bag its actual name dangles down on each side, giving the bag a distinctive look that resembles the face of a catfish—the name by which the bag is often known.
赛琳Belt包的实际名称源自它的背带,这个背带下垂到两边,让包呈现独特的外观,就像鲶鱼的脸——于是便有了这款包众所周知的名称。
The dumpling
饺子包
Longchamp’s Le Pliage bag took its inspiration from origami. But the bag’s shape recalls a different inspiration to luxury consumers in China: a dumpling.
珑骧Le Pliage包的灵感源自折纸艺术。但这种包的形状让中国奢侈品消费者产生了不同的灵感:饺子。
The piglet
小猪包
Sometimes it’s not the look of a bag but the sound of its name that prompts shoppers to give it a new title. Chloé dubbed its bag the Drew, a name that sounds similar to the Chinese word for “pig,” hence its renaming as the “piglet” bag.
有时候,促使消费者给一款包取新名称的不是它的外表,而是它名称的发音。蔻依给它的一款包取名为Drew,这个名称听起来类似中文的“猪”,因此它被称为“小猪”包。
The wonton
馄饨包
Gabriela Hearst’s Nina bag is another that bears a strong resemblance to food. In this case, it’s a wonton.
加布丽拉·赫斯特的Nina包是另一种与食物极为相似的包——这次是馄饨。
McKinsey’s report notes that the great majority of Chinese luxury shoppers born in the 1980s and 1990s only made their first luxury purchase within the last three years. They may not be intimately familiar with the foreign brands they’re buying from, or the preferred names those brands give their products.
麦肯锡的报告指出,绝大多数出生于20世纪80年代和90年代的中国奢侈品消费者在过去三年才第一次购买奢侈品。他们或许并不十分熟悉自己购买的外国品牌,或者这些品牌给自己产品起的名称。
But the nicknames aren’t only used by young shoppers. “They’ve become the Chinese name for certain products,” Tao Liang, a major Chinese influencer (or KOL, aka key opinion leader, as they’re known in China) called Mr. Bags told Business of Fashion.
但并不是只有年轻的消费者使用这些昵称。中国手袋届的关键意见领袖、“包先生”陶亮告诉英国时装商业评论公司说:“这些昵称已经成为某些产品在中国的产品名称。”
“For example, when you ask someone about Le Pliage, they might not know what it is, but when you mention Longchamp’s ‘Dumpling Bag’ they’ll get it, even if they’re not hardcore fashion fans.”
“比如说,如果你问别人知不知道Le Pliage包,他们也许根本不知道是哪款,但如果你提到珑骧的‘饺子包’,他们就懂了,即便他们不是硬核时尚粉丝。”

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inspiration [.inspə'reiʃən]

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n. 灵感,吸入,鼓舞人心(的东西)

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social ['səuʃəl]

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adj. 社会的,社交的
n. 社交聚会

 
impossible [im'pɔsəbl]

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adj. 不可能的,做不到的
adj.

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candy ['kændi]

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n. 糖果
vt. 用糖煮,使结晶为砂糖

 
protocol ['prəutəkɔl]

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n. 规章制度,草案,协议,外交礼仪

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distinctive [di'stiŋktiv]

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adj. 独特的

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certain ['sə:tn]

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adj. 确定的,必然的,特定的
pron.

 
cameo ['kæmiəu]

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n. 刻有浮雕的宝石或贝壳 n. (文艺或戏剧)小品,小

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resemblance [ri'zembləns]

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n. 相像,相似

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reference ['refrəns]

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n. 参考,出处,参照
n. 推荐人,推荐函<

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