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| User | Thread poster: jim summer Off topic: 苹果是必备装置？ |
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wherestip 
United States
Local time: 20:02
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赶时髦 当然有点晚了 ...
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wherestip
United States
Local time: 20:02
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| | Still seen as a status symbol | Jan 7 |
http://thenextweb.com/apple/2011/09/05/how-apple-has-found-success-in-china-and-why-its-just-the-beginning/
Presentation and the Chinese concept of face
There is much to be said about the way that Apple presents and sells its products at the retail level and even on a broader marketing scale, but this isn’t the time to discuss it. Suffice to say that Apple’s products hold a certain, almost universal prestige. They’re a premium product, presented in a premium retail environment.
This sort of prestige holds out a type of cachet that drives people to purchase Apple products, not only for their usefulness, but also for the status that they bring to the purchaser.
Almost nowhere in the world is this of more import than in the Chinese culture, where the concept of ‘face’ is an integral part of society.
Apple’s retail stores offer the Chinese consumer a chance to test the products in a beautiful and visually stimulating atmosphere and those efforts are paying off with big sales numbers.
This kind of attention to the senses and emotions of the consumer wasn’t pioneered by Apple of course, but they are one of the first major companies to bring that kind of experience to China’s city centers in a big way.
Complimenting(sic) this presentation is the concept of ‘face’. Very, very simply put it is a concept that involves the cultural standing of an individual among his or her peers, but it also carries along other facets that have to do with business and personal relationships and mutual respect. It’s an incredibly complex subject and we won’t be distilling every aspect of it, but there are certain points that are important when it comes to discussing Apple’s business in China.
The primary concept of ‘face’ is that of self-esteem or reputation. This is often referred to as mianzi. The desire to have a positive self-image and to project that image out to other people leads many Chinese people, especially the young and wealthy, to seek out high-end and prestigious products.
Many times this desire to project an aura of wealth and prestige can lead the normally very pragmatic and rational Chinese consumer to make choices based on the appearance of the product and its symbolic value in society.
This difference in the way that the products are presented is doing its job in separating Apple’s products from the rest of the pack almost everywhere that its retail stores are located. Apple is doing no more in China than it does elsewhere to make sure that its products are being seen as objects of desire, but that method is even more effective in the modern Chinese culture of wealth and status.
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wherestip
United States
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wherestip
United States
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ysun
United States
Local time: 20:02
  Member (2006)
English to Chinese
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“落伍”产品尚且如此。若是 cutting-edge products，那还不得打破脑袋？
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Phil Hand
China
Local time: 09:02
Member (2011)
Chinese to English
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前天跟客户开会，外国客户在笔记本电脑上显示一些内容，中国伙伴想看的更详细一些，手伸出来一只点点摸摸IBM笔记本电脑的屏幕，摸了好几下才意识到自己在干什么，大家笑死了。
ipad不是唯一的触摸界面，但的确是因为ipad的影响了，让大家与电子设备的互动方式彻底改变了。
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wherestip
United States
Local time: 20:02
Chinese to English
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wherestip
United States
Local time: 20:02
Chinese to English
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| Pages in topic: < [1 2 3] |
The translation workplace 
