(Source: https://pltfrm.com.cn)
Introduction
When entering the Chinese market, product names play a crucial role in consumer perceptions and brand recognition. Localization goes beyond translation; it’s about ensuring that your product name appeals to Chinese consumers in ways that are culturally relevant, easy to remember, and marketable.
1. The Impact of a Product Name on Brand Perception
1.1 Trust and Recognition
A localized product name can increase consumer trust. When a brand name aligns with local linguistic and cultural values, it feels more approachable, which helps boost customer loyalty and recognition. For instance, companies that adapt their names in a culturally sensitive manner often see better engagement and lower barriers to purchase.
1.2 Creating Emotional Connections
In China, consumers are more likely to connect with brands that evoke emotional or social value. A product name that conveys happiness, success, or health tends to resonate more with the target market. For example, “Sunshine” (阳光) can symbolize positivity and good fortune.
2. The Power of Characters in Product Naming
2.1 Choosing the Right Characters
Chinese characters have deep meanings, and choosing the right ones can make a big difference in how the product is perceived. For example, “beauty” or “health” characters are often used in the cosmetics and wellness industries to evoke positive feelings.
2.2 Avoiding Negative Connotations
Careful research is necessary to ensure that the chosen characters don’t have unintended negative connotations. A product name that sounds harmless in English could sound unappealing or even unfortunate in Chinese, so it’s essential to work with local linguists and marketing experts.
3. Balancing Global Identity with Local Appeal
3.1 Maintaining Brand Consistency
While it’s important to localize, brands should also ensure that their product names still reflect their global identity. A good localized name retains the core values of the brand while making it relatable to the Chinese audience.
3.2 The Role of Transliteration
Transliteration can be a good strategy for maintaining global recognition while adapting the product name for the Chinese market. This involves adjusting the original name to sound phonetically similar in Chinese while using characters that carry positive meanings.
4. Testing and Iterating Product Names
4.1 Consumer Feedback
Before finalizing a product name for the Chinese market, it’s important to test the name with local consumers. Surveys, focus groups, or A/B testing can provide valuable insights into how the name is perceived.
4.2 Iterative Improvements
Based on consumer feedback, brands may need to refine the name further. This iterative process can ensure the product name remains relevant, appealing, and market-ready.
Case Study: An International Fashion Brand’s Successful Name Change
An international fashion brand was able to increase its market share in China by modifying its product names to better align with local preferences. The company initially struggled with brand recognition but, after working with local consultants to adapt its names, saw a 20% boost in online sales after just three months.
Conclusion
Successfully localizing a product name for the Chinese market requires a blend of linguistic precision, cultural understanding, and consumer insight. By considering the factors discussed above, brands can ensure their products are well-received and gain a competitive edge in China’s digital marketplace.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
