The Fashion Brand Competition On Chinese Names Is In Full Swing.

< p > recently, the most interesting thing in the branded mail received is the voting of brand name in Chinese.

Although these options can not be exposed in advance, based on the principle of commercial secrecy, today, in various fields, a competition about Chinese names is being launched in full swing.

It's like a marathon, long drawn out, but there's always a time to hit the line.

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Last month, Italy brand Bottega Veneta announced that its Chinese name would be renamed "Bao butterfly home". The brand wrote on its official website that "the butterfly family is the butterfly craftsman forever!" the new name implies "keeping luxurious, valuable, low-key, reserved and cherished."

Butterfly is a hidden mark since its inception, and is often applied to products.

Home means domicile, expert, or family.

But once the name is exposed, it is spread out on the Internet. The most unexpected thing is the homonym of "slump price".

About Bottega Veneta, this Rename is helpless.

The former Chinese name "Bao Tejia" is obviously better, but it has long been registered, covering all aspects of daily necessities, and even "including marble and cement".

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"P" and earlier, Bottega Veneta's owner, once known as the "PPG" luxury group, renamed itself as Kering, and has a beautiful Chinese name "Kai Yun".

It is undeniable that the Pino family, who runs the "Kai Yun" group, is obviously superstitious. This group, founded in 1963 by the founder of Francois Pino's timber trading, has changed its name to "Kering" 5 times this year.

Compared to the choice of the family name, the Pino family launched a brand-new name, because in its view, this is the beginning of a new identity. In the renamed statement, Francois and Henri Pino, CEO and CEO of Kai Yun group, explained: "updating our identity is the inevitable result of the pformation of the group.

The new name not only reflects the changes of our business scope and business mode, but also fully reflects our new identity and corporate culture.

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< p > for the Chinese name of the brand, even if there is another historical brand, it appears somewhat "acclimatized" and often falls into the same myth as "foreigners do Chinese language test questions".

Just like they can't distinguish Chinese test questions, "women say," you hate, do you really hate each other? "

In the case of naming, they also lost to Chinese.

For example, in April of this year, < a target= "_blank" href= "http://www.91se91.com/" > designer "/a" brand Marc Jacobs in Beijing's big show, and officially changed its Chinese name to "Mojie".

I don't know if the designer can understand the true meaning of the combination of these two Chinese characters. At least in Baidu's search, "Mojie" has only 397000 search results, and the result shows that most men's names were born before 70s.

Marc Jacobs has 5050000 search results.

In fact, the brand in China has already had a simple and easy name. Its main line Marc Jacobs and sub line Marc By Marc Jacobs are called "big mark" (big Marc) and "little horse (small Marc)" respectively.

I have to say that maybe the brand is playing a big game in the next round.

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< p > in fact, in the Chinese name survey received by the author, there are two main directions for the Chinese name of the brand. One is English pronunciation, but in the selected Chinese characters, the brand spirit or the implied meaning, such as Benz and Benz, can be described in English.

In luxury brands, "Herm s" is an excellent example.

In mainland China, the brand originally wanted to continue Hong Kong and Taiwan to write the name "Hermes", but later discovered that it had already been registered and changed to "Hermes", but it has received remarkable results.

Another way to name is to take the abbreviation of the brand and then give it a new Chinese character.

As mentioned earlier, "Marc Jacobs" is called "Mojie". The effect of such Chinese names is generally not very satisfactory.

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< p > Why do brands pay so much attention to Chinese names and the popularity of Chinese in Chinese context is self-evident.

Chanel was one of the first brands to notice the importance of Chinese names. As early as 2008, the brand name "Chanel" was placed in the most prominent position of < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > in the advanced hand-made workshop series released in Shanghai in 2008.

Perhaps from a design point of view, this is not much related to aesthetics, but from the point of view of communication, it means far-reaching.

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Less than p years ago, perhaps no one has realized the importance of Chinese names for communication.

However, nowadays, a single product, if there is not a loud Chinese name or a nickname, is really embarrassed to say that it is red.

The early "Herm s" Brikin "platinum package" can be described as a "divine stroke".

Compare with platinum, this bag is so accessible.

In 2010, people remembered C's line's "smiling face bag (or figuratively likened to embarrassing package"), but few people knew about this series of names "Luggage" except for the industry and die hard powder.

After that, almost every hot package has a Chinese name which is apt and easy to circulate.

From the description style of "dumpling bag", "Bat Bag", "shell bag", "postman bag" to "killer bag" and "Bing Bing bag" linked to mass communication.

By contrast, these Chinese "nicknames" are obviously more popular among Chinese people.

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On the other hand, on the other hand, the Chinese name has obviously become a more important role in the new wrist watch field of the consumer aristocracy. P

The Swiss brand Blancpain is called "Po Po" in Chinese. In the brand story, the establishment of Po Po coincided with the "Kangxi Qiansheng era" of the Qing Dynasty. So the brand and China began to be inextricably linked from hundreds of years ago.

It goes without saying that the brand hopes to become a real treasure of the royal family, and the brand launched a Chinese calendar calendar with Chinese traditional calendar last year.

In addition, both "Patek Philippe" and "Philippe" in recent years have quickly captured the hearts of Chinese consumers with the help of Chinese names.

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< p > in the Japanese Genie novel "Yin and Yang", Abe No Seimei, the most famous Japanese Yin and Yang master, holds that "name is the shortest curse".

"Flowers are called flowers when they are accepted," he said.

If the name is answered, it will form a curse called "edge".

In fact, whether people or brands, names are the "Curse" of the day after tomorrow.

Changing the name also changes the nature of people or brands.

Only when "quality" and "name" agree, is the moment when magic comes into force.

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