English words in Chinese marketing?

Following the success of Nike’s slogan “Just do it”  in the Chinese market, the use of English words may be a smart strategy.

By: Yongyi Jin

English has never been more popular

With a rapidly growing economy and the influence of the Olympics, learning and using English is fast becoming a popular trend in China. The Chinese recognize English as the common language of the world, and one whose status is unlikely to be reduced in the near future. A key influence is the increase in trade between Chinese and Western companies, both in terms of import and export. More and more Chinese are realizing how important English is for their future, especially when trading with Western companies.

Taught in primary school

When high-profile Chinese companies are looking to hire, they are, like any Western company, interested in the applicant’s basic educational background and professional skills. These days, however, they focus more on considering people’s language skills and other special skills first. Because of this, many students study abroad to polish up their English. What may surprise many Westerners is the extent to which English is taught in the Chinese education system, with most school children beginning to study English from primary school level. All this exposure has had an effect on popular culture, with people using English words and short phrases during normal conversation. They also like to see Western (in particular, American) films and TV shows, as well as listen to songs with English lyrics.

English catch phrases as the company slogan

As China has become more international, most medium to large-sized Chinese companies have developed their own websites with an English language version. Following the success of Nike’s slogan “Just do it” and McDonalds’s slogan “I’m lovin’ it” in the Chinese market, many companies have realized that the use of English words is not only possible, but may even be a smart marketing strategy. Leading athletic goods manufacturer LI-NING (with its English brand name!) is perhaps typical. Its slogan is “Anything is possible,” which has become a popular across the country.           

So what does this mean for marketers?

The central message to Western marketers is: don’t be afraid to use English. Instead, see it as an opportunity. Of course, you can’t just drop English words into Chinese marketing campaigns wherever you like. And incorporating English words into marketing slogans is best kept for the 15 to 35 target audience.

At the same time, it’s important to know which words work well and which don’t. Basically, you should be looking to mix Chinese and English words in the same sentence, using well-known and meaningful words that are also easy to remember. Such words include “fantastic,” “super,” “hot,” “power” and phrases such as “let’s feel it.” These words are now part of everyday Chinese and serve both to impress prospective customers and to stimulate their ears.

Sound easy? The truth is you pretty much have to be Chinese to know what might work – and what might end in disaster. Here are a few examples of good and bad English ad slogans used in China.   

“Keep Walking” – Johnny Walker Whiskey

This is a good example of something that doesn’t translate well. The concept doesn’t really make sense in Chinese culture. 

“If you don’t get it, you don’t get it” – The Washington Post

This slogan doesn’t work because it’s too provocative. Many Chinese are modest and conservative, and the tone in this slogan is too strong. In general, Chinese don’t like these kinds of words.

“Sense and simplicity” - Philips

This slogan works for marketing in China because it’s balanced and harmonious. These are two positive concepts for Chinese people.

“A promise for life” – Abbott Laboratories

Another slogan that works well for China because of its deep meaning and sense of long commitment to the customer.

“Probably the best lager in the world” – Carlsberg

Unfortunately, Denmark’s best-known slogan doesn’t work as well in China. The problem is that the Chinese don’t respond to the irony. It’s too Danish. Many Chinese don’t appreciate this because of cultural differences. They think, “Carlsberg wants us to think they are the best beer company, but they said probably?”