殺手包,餃子包,這些奢侈品手袋的暱稱是怎麼來的?

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.

中國人對時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過仔細斟酌的名稱卻並不一定是中國消費者對它們的稱呼。

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.

麥肯錫諮詢公司在4月的一份報告中指出，中國年輕的奢侈品消費者對品牌的忠誠度不如對“標誌性的品牌產品組合”那麼高。很多奢侈品的名稱是法語、英語和意大利語，很難翻譯和發音，因此中國消費者尤其是網上消費者常常會用暱稱來稱呼它們。報告指出，這使得“在社交媒體上分享和討論產品或與銷售人員面對面討論產品變得更容易”。

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.”

英國時裝商業評論公司解讀了幾個暱稱，這些名稱通常是基於產品外觀、名稱音譯或流行文化——當然，還有人們在微信和微博等平臺上的幽默得來的。其結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。

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：幽靈協議》中，一個名叫薩比娜·莫羅的殺手揹着一個普拉達的Saffiano Lux手提包。這款包由此在中國獲得了“殺手包”的綽號。這一配角由女星蕾雅·賽杜扮演，當年她還出演了普拉達的糖果香水廣告。

The catfish

鮎魚包

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包的實際名稱源自它的揹帶，這個揹帶下垂到兩邊，讓包呈現獨特的外觀，就像鮎魚的臉——於是便有了這款包衆所周知的名稱。

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包的靈感源自摺紙藝術。但這種包的形狀讓中國奢侈品消費者產生了不同的靈感：餃子。

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.

有時候，促使消費者給一款包取新名稱的不是它的外表，而是它名稱的發音。蔻依給它的一款包取名爲Drew，這個名稱聽起來類似中文的“豬”，因此它被稱爲“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爲相似的包——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.

麥肯錫的報告指出，絕大多數出生於20世紀80年代和90年代的中國奢侈品消費者在過去三年才第一次購買奢侈品。他們或許並不十分熟悉自己購買的外國品牌，或者這些品牌給自己產品起的名稱。

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.

但並不是只有年輕的消費者使用這些暱稱。中國手袋屆的關鍵意見領袖、“包先生”陶亮告訴英國時裝商業評論公司說：“這些暱稱已經成爲某些產品在中國的產品名稱。”

“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尚粉絲。”