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China Brands, Marketing & Consumers

10 Popular Chinese Advertisement Slogans

The right tagline or advertising slogan is crucial for a brand’s identity. Due to the nature of Chinese language, ad slogans in China are often multi-layered and effective marketing tools. What’s on Weibo gives an overview of ten clever and popular Chinese (translated) marketing slogans.

Manya Koetse

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The right tagline or advertising slogan is crucial for a brand’s identity. Due to the nature of Chinese language, ad slogans in China are often multi-layered and effective marketing tools. What’s on Weibo gives an overview of ten clever and popular Chinese (translated) marketing slogans.

According to the 1958 bookCreative Advertising” by Charles Whittier, “a slogan should be a statement of such merit about a product or service that is worthy of continuous repetitive advertising; is worthwhile for the public to remember; and is phrased in such a way that the public is likely to remember it”. The right slogan is vital for a brand, no matter in what language or culture.

In Chinese marketing slogans have a double layer due to the nature of Chinese language, where not only the right sound, but also the right character matters. It makes slogans and catchphrases extra effective marketing tools.

For international brands taking on the Chinese market, translating their English slogan into Chinese is not just a matter of translation – it is a whole different ballgame that calls for a good copywriter. When companies are not serious about multicultural copywriting, their slogans will end up lost in translation.

Pepsi and KFC previously made blunders in China when Pepsi’s “Come alive with the Pepsi generation” tagline was translated into “Pepsi brings your ancestors back from the grave”, and when KFC’s “Finger-lickin’ good” became “Eat your fingers off.”According to marketing expert Rachel Chilson, the very nature of slogans makes them challenging to translate, especially because slogans are very creative, and often play on cultural idioms and puns.

Here is an overview of Chinese slogans, of both Chinese brands (the first 6) and international brands, that have done it right in China.

 

#1 “Reaching out from the heart
“沟通从心开始” Gōutōng cóng xīn kāishǐ (China Mobile)

China Mobile is China’s leading mobile service provider. Their Chinese slogan ‘沟通从心开始’ literally translates as ‘Connecting starts from the heart’, and is officially translated as ‘reaching out from the heart’, personalizing the brand. This brand message is similar to that of Nokia, that ‘connects people’.

nokia

 

#2 “Anytime, anywhere, share what’s happening around you
“随时随地分享身边的新鲜事儿” Suíshí suídì fēnxiǎng shēnbiān de xīnxiān shì er (Sina Weibo)

With 13 characters, Weibo’s tagline is not very short, but it is very clear and straightforward that literally tells people: “No matter what time, no matter what place, share the fresh things around you.” It emphasizes that China’s biggest social platform Sina Weibo is all about sharing new content and being mobile.

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#3 “Baidu it, then you know
“百度一下,你就知道” Bǎidù yīxià, nǐ jiù zhīdào (Baidu)

With this slogan, Baidu, China’s largest search engine and browser, puts itself next to its western counterpart Google by making ‘Baidu it’ (Bǎidù yīxià) almost like a verb, just as to Google something has become a verb.

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#4 “The whole world is watching
“世界都在看” Shìjiè dōu zài kàn (Youku)

There are quite some Chinese brands that have ‘China’s best…’ or ‘China’s first…’ in their slogans, but China’s leading video platform Youku takes it to the next level: it is not just that China is watching Youku, the whole world is!

youku

 

#5 “A man’s world
“男人的世界” Nánrén de shìjiè (Goldlion 金利来)

Chinese men’s wear brand Goldlion has used the same slogan ever since the company started in 1970s. It’s a simple and short tagline, that basically states that Goldline is all about what men need.

goldlion

 

#6 “Let the world connect
“让世界一起联想” Ràng shìjiè yīqǐ liánxiǎng (Lenovo 联想)

The Chinese multinational Lenovo is actually called ‘Liánxiǎng’ (联想) in Chinese, which means ‘to associate’ or ‘to connect in one’s mind’. The slogan “let the world connect” in Chinese has a double meaning, as it also says “let the world Lenovo”. In English, Lenovo has two well-known slogans, of which one is “For those who do” and the other one is “New World. New Thinking”.

lenovo-hq

 

#7 “I’m Loving It
“我就喜欢” Wǒ jiù xǐhuān (McDonald’s)

The worldwide English slogan of McDonald’s roughly translates to ‘I just like it’ (wǒ jiù xǐhuān) in Chinese. According to some critics, this is not a proper translation, as the ‘just’ (就) could be seen as having a negative sound, as if someone just accused you of eating garbage, and then responding: “But I just like it”, or: I like it no matter what you say!

imgres-2

 

#8 “Because You’re Worth It
“你值得拥有” Nǐ zhídé yǒngyǒu (L’Oréal)

The famous tagline of beauty brand L’Oréal ‘because you’re worth it’ literally translates as ‘you deserve to have it’ in Chinese. The slogan has become famous in China, where the sentence even has its own Baidu ‘wiki’ page.

dewy glow dps 120810

 

#9 “Maybe she’s born with it, Maybe it’s Maybelline
“美来自内心,美来自美宝莲” Měi láizì nèixīn, měi láizì Měibǎolián (Maybelline)

The American Maybelline cosmetics have a smart slogan translation in Chinese, where their tagline has multiple layers in meaning. Literally it translates as “Beauty comes from within, beauty comes from Maybelline”, but what makes it so appealing is that the word/character for ‘beauty’ (美) is repeated three times. The Chinese translation for ‘Maybelline’ is the three- character-word ‘美宝莲’ (Měi-bǎo-lián, ‘beauty’-‘treasure’-‘lotus’). In the tagline it thus says that “beauty comes from within, beauty comes from ‘beauty-treasure-lotus'”. What makes it extra smart is that the character for beauty is also that of the ‘United States’ (美国 Měiguó) – where the Maybelline brand comes from, and that it sounds similar to the ‘May’ of the English ‘Maybe’.

Maybelline

 

#10 “Have It Your Way
“我选我味” Wǒ xuǎn wǒ wèi (Burger King)

Wǒ xuǎn wǒ wèi brilliantly translates ‘have it your way’ as ‘I choose my taste’. The translation sounds good in Chinese for multiple reasons. Firstly, it has four characters, corresponding to the four words in the English. Second, the ‘wèi’ in ‘I choose my taste’ actually means ‘taste’, but in sound and pronunciation corresponds to ‘way’ in English. Lastly, it has a repetition of ‘I’ in the Chinese 味 (literally “I choose I taste”), that is playful and emphasises the idea that it’s all about what you want at Burger King.

BurgerKing


Translation of Chinese-to-English slogans are author’s own.

Want to add another slogan? Leave a comment or tweet it to @whatsonweibo.

– By Manya Koetse

©2016 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Manya Koetse is the founder and editor-in-chief of whatsonweibo.com. She is a writer, public speaker, and researcher (Sinologist, MPhil) on social trends, digital developments, and new media in an ever-changing China, with a focus on Chinese society, pop culture, and gender issues. She shares her love for hotpot on hotpotambassador.com. Contact at manya@whatsonweibo.com, or follow on Twitter.

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1 Comment

1 Comment

  1. Avatar

    Diandian GUO

    March 29, 2016 at 9:12 am

    I like the translated name of Midea: Mei Di (美的). It is so smart to use the polyphony here. ‘的’ when pronounced “di” correspond to /dea/. But when read in character, “的” is more commonly read as “de”, then the name means “beautiful”.
    Another slogan I used to like was one for Panpan security doors. They will have a small panda holding a key (or something the like), beside which is the slogan: Panpan comes home, a safe house and a smooth career. (盼盼到家,安居乐业)
    Translating iPhone as AiFeng (爱疯,unofficial)is simply scandalous…

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China Brands, Marketing & Consumers

Tick, Tock, Time to Pay Up? Douyin Is Testing Out Paywalled Short Videos

Is content payment a new beginning for the popular short video app Douyin (China’s TikTok) or would it be the end?

Manya Koetse

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The introduction of a Douyin novel feature, that would enable content creators to impose a fee for accessing their short video content, has sparked discussions across Chinese social media. Although the feature would benefit creators, many Douyin users are skeptical.

News that Chinese social media app Douyin is rolling out a new feature which allows creators to introduce a paywall for their short video content has triggered online discussions in China this week.

The feature, which made headlines on November 16, is presently in the testing phase. A number of influential content creators are now allowed to ‘paywall’ part of their video content.

Douyin is the hugely popular app by Chinese tech giant Bytedance. TikTok is the international version of the Chinese successful short video app, and although they’re often presented as being the same product, Douyin and Tiktok are actually two separate entities.

In addition to variations in content management and general usage, Douyin differs from TikTok in terms of features. Douyin previously experimented with functionalities such as charging users for accessing mini-dramas on the platform or the ability to tip content creators.

The pay-to-view feature on Douyin would require users to pay a certain fee in Douyin coins (抖币) in order to view paywalled content. One Douyin coin is equivalent to 0.1 yuan ($0,014). The platform itself takes 30% of the income as a service charge.

According to China Securities Times or STCN (证券时报网), Douyin insiders said that any short video content meeting Douyin’s requirements could be set as “pay-per-view.”

Creators, who can set their own paywall prices, should reportedly meet three criteria to qualify for the pay-to-view feature: their account cannot have any violation records for a period of 90 days, they should have at least 100,000 followers, and they have to have completed the real-name authentication process.

On Douyin and Weibo, Chinese netizens express various views on the feature. Many people do not think it would be a good idea to charge money for short videos. One video blogger (@小片片说大片) pointed out the existing challenge of persuading netizens to pay for longer videos, let alone expecting them to pay for shorter ones.

“The moment I’d need to pay money for it, I’ll delete the app,” some commenters write.

This statement appears to capture the prevailing sentiment among most internet users regarding a subscription-based Douyin environment. According to a survey conducted by the media platform Pear Video, more than 93% of respondents expressed they would not be willing to pay for short videos.

An online poll by Pear Video showed that the majority of respondents would not be willing to pay for short videos on Douyin.

“This could be a breaking point for Douyin,” one person predicts: “Other platforms could replace it.” There are more people who think it would be the end of Douyin and that other (free) short video platforms might take its place.

Some commenters, however, had their own reasons for supporting a pay-per-view function on the platform, suggesting it would help them solve their Douyin addiction. One commenter remarked, “Fantastic, this might finally help me break free from watching short videos!” Another individual responded, “Perhaps this could serve as a remedy for my procrastination.”

As discussions about the new feature trended, Douyin’s customer service responded, stating that it would eventually be up to content creators whether or not they want to activate the paid feature for their videos, and that it would be up to users whether or not they would be interested in such content – otherwise they can just swipe away.

Another social media user wrote: “There’s only one kind of video I’m willing to pay for, and it’s not on Douyin.”

By Manya Koetse

Get the story behind the hashtag. Subscribe to What’s on Weibo here to receive our newsletter and get access to our latest articles:

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2023 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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China Brands, Marketing & Consumers

Tsingtao Brewery ‘Pee-Gate’: Factory Worker Caught Urinating in Raw Material Warehouse

The pee incident, that occurred at a subsidiary Tsingtao Beer factory, has caused concerns among consumers.

Manya Koetse

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A video that has circulated on Chinese social media since October 19 shows how an alleged worker at a Tsingtao Beer factory climbs over a wall at the raw material production site and starts to urinate.

The incident reportedly occurred at the Tsingtao Beer Factory No. 3, a subsidiary of the Tsingtao Brewing Company, located in Qingdao, Shandong.

After the video went viral, the Tsingtao Brewery Company issued a statement that they took the incident very seriously and immediately report it to the authorities, who have started an investigation into the case. Meanwhile, the specific batch in production has been halted and shut off.

The incident has caused concern among consumers, and some commenters on social media wonder if this was the first time something like this has happened. “How do we know this hasn’t happened many times before?”

Others speculate about what might have motivated the man to urinate at the production site. There are those who believe that the man is part of an undercover operation orchestrated by a rivaling company, aimed at discrediting Tsingtao. It’s even suggested that there were two ‘moles’ leaking in this incident: one doing the urinating, and the other doing the video ‘leak.’

Meanwhile, there are voices who are critical of Tsingtao, suggesting that the renowned beer brand has not effectively addressed the ‘pee gate’ scandal. It remains uncertain how this incident will impact the brand, but some netizens are already expressing reservations about ordering a Tsingtao beer as a result.

But there are also those who joke about the “pissing incident,” wondering if Tsingtao Beer might soon launch a special “urine flavored beer.”

By Manya Koetse

Get the story behind the hashtag. Subscribe to What’s on Weibo here to receive our newsletter and get access to our latest articles:

Featured photo by Jay Ang (link).

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2023 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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