背著賽琳Belt包出門，也許會(huì)有朋友問你在哪里買的這款“鯰魚包”；時(shí)尚的“餃子包”其實(shí)來源于折紙藝術(shù)，但在中國有了這么個(gè)讓人充滿食欲的昵稱……大牌奢侈品手袋在中國往往有另一個(gè)更廣為人知的“外號(hào)”，它們又是怎么來的呢？

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.

中國人對(duì)時(shí)尚的興趣主要集中在外國品牌上，特別是奢侈品手袋。但這些注重形象的奢侈品手袋的經(jīng)過仔細(xì)斟酌的名稱卻并不一定是中國消費(fèi)者對(duì)它們的稱呼。

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.

麥肯錫咨詢公司在4月的一份報(bào)告中指出，中國年輕的奢侈品消費(fèi)者對(duì)品牌的忠誠度不如對(duì)“標(biāo)志性的品牌產(chǎn)品組合”那么高。很多奢侈品的名稱是法語、英語和意大利語，很難翻譯和發(fā)音，因此中國消費(fèi)者尤其是網(wǎng)上消費(fèi)者常常會(huì)用昵稱來稱呼它們。報(bào)告指出，這使得“在社交媒體上分享和討論產(chǎn)品或與銷售人員面對(duì)面討論產(chǎn)品變得更容易”。

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.”

英國時(shí)裝商業(yè)評(píng)論公司解讀了幾個(gè)昵稱，這些名稱通常是基于產(chǎn)品外觀、名稱音譯或流行文化——當(dāng)然，還有人們?cè)谖⑿藕臀⒉┑绕脚_(tái)上的幽默得來的。其結(jié)果就是令人垂涎的高檔手袋在中國被冠以“殺手包”或“小豬包”等名稱。

unpack[?n'p?k]：v.分析

transliteration[,tr?nsl?t?'re??n]：n.音譯；直譯

coveted ['k?vitid]：adj.垂涎的；夢寐以求的

The killer 殺手包

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年上映的電影《碟中諜4：幽靈協(xié)議》中，一個(gè)名叫薩比娜·莫羅的殺手背著一個(gè)普拉達(dá)的Saffiano Lux手提包。這款包由此在中國獲得了“殺手包”的綽號(hào)。這一配角由女星蕾雅·賽杜扮演，當(dāng)年她還出演了普拉達(dá)的糖果香水廣告。

assassin [?'s?s?n]：n.刺客，暗殺者

cameo['k?m???]：n.（影視劇中的）配角

The catfish 鯰魚包

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.

賽琳Belt包的實(shí)際名稱源自它的背帶，這個(gè)背帶下垂到兩邊，讓包呈現(xiàn)獨(dú)特的外觀，就像鯰魚的臉——于是便有了這款包眾所周知的名稱。

The dumpling 餃子包

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.

瓏驤Le Pliage包的靈感源自折紙藝術(shù)。但這種包的形狀讓中國奢侈品消費(fèi)者產(chǎn)生了不同的靈感：餃子。

origami [,?r?'gɑ?m?]：n.折紙工藝

The piglet 小豬包

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.

有時(shí)候，促使消費(fèi)者給一款包取新名稱的不是它的外表，而是它名稱的發(fā)音。蔻依給它的一款包取名為Drew，這個(gè)名稱聽起來類似中文的“豬”，因此它被稱為“小豬”包。

The wonton 餛飩包

Gabriela Hearst’s Nina bag is another that bears a strong resemblance to food. In this case, it’s a wonton.

加布麗拉·赫斯特的Nina包是另一種與食物極為相似的包——這次是餛飩。

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.

麥肯錫的報(bào)告指出，絕大多數(shù)出生于20世紀(jì)80年代和90年代的中國奢侈品消費(fèi)者在過去三年才第一次購買奢侈品。他們或許并不十分熟悉自己購買的外國品牌，或者這些品牌給自己產(chǎn)品起的名稱。

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.

但并不是只有年輕的消費(fèi)者使用這些昵稱。中國手袋屆的關(guān)鍵意見領(lǐng)袖、“包先生”陶亮告訴英國時(shí)裝商業(yè)評(píng)論公司說：“這些昵稱已經(jīng)成為某些產(chǎn)品在中國的產(chǎn)品名稱?！?/p>

“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.”

“比如說，如果你問別人知不知道Le Pliage包，他們也許根本不知道是哪款，但如果你提到瓏驤的‘餃子包’，他們就懂了，即便他們不是硬核時(shí)尚粉絲?！?/p>

來源：石英財(cái)經(jīng)網(wǎng)、參考消息網(wǎng)

翻譯&編輯：yaning