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New look for Nottingham translation company

If you’re a regular visitor to our web site, you’ll have noticed that SanTranslate has a new logo.  As well as being designed to appeal to our business and education clients, it has some hidden meanings.

You’ll notice that the “S” looks rather like a figure “8”, a number that is considered lucky by the Chinese.  Many people know that it is a Chinese symbol for prosperity (something we wish for all our clients) because the two words are pronounced similarly.

But it’s also lucky because of its perfectly symmetrical shape – cut in half either vertically or horizontally, both halves of the “8” mirror themselves.  The Chinese believe that perfect symmetry equates to perfect balance and, in Chinese Astrology, perfect balance is considered an ideal.

Reflecting the Western take on lucky numbers, we also think that the “T” of SanTranslate gives a nod to lucky “7”.

Our “S” is intended to represent the connection of two different parts of the world – something we help our clients to do every day.  The language services we provide are all about helping people to connect with each other.

We’ve also ensured that our logo has a sense of depth and different layers, conveying the depth of knowledge that we have in the different fields in which we work.

By | September 13th, 2010|Blog|0 Comments

Bye to “Made in China”, Hi to “Made for China”

Long gone are the days when China was simply “the world’s factory”, churning out cheap, low-end products for sale in the West.  These days brands have seen the spending power in China and cannot afford to ignore “Made for China”, a very different and better strategy for them than just “Made in China”.

  

The fact is that the Chinese love luxury brands, especially women who are enjoying greater status in society and the workplace than ever before.  Those brands with a European heritage are especially desirable.  Research from KPMG (Luxury Brands in China, 2007) shows that the Chinese regard owners of luxury brands as successful and having good taste, that they do not regard them as “superficial”, and that over half of their respondents said they longed to buy luxury goods even if they couldn’t afford them at present.

Hermes is one brand that has recently responded to this yearning for affordable luxury in a highly innovative move that sees them being the first foreign fashion brand to launch a new label in China.  Their new label, “Shang xia” (Up and below), was launched in Shanghai in September 2010 and has its own design team.  It will make and sell clothes and accessories based on Chinese styles and know-how and with the kudos of Hermes behind it.  The move is expected to give them a unique competitive advantage against brands such as Chanel and Louis Vuitton which are already well established in China.

Burberry, a brand with a popular and distinctively British sensibility, have drastically changed their strategy by buying out their franchise partner in China in a £70m deal, enabling Burberry to take control of its own customer services, marketing and IT strategy.  The group has 50 stores in 30 cities which contributed towards total sales of £75m in 2009 and operating profits of £14m.  Their intention is to complement their drive for sales in these and new stores with digital marketing.

Having worked with Burberry translating some of their contracts, we can see how important careful planning and detailed contracts are when establishing a presence – or implementing a new strategy – in China. 

Without this clear understanding of the Chinese market and attitude to luxury brands, other companies have faced some problems.  The Cath Kidston brand is popular in China, as well as in Hong Kong, Japan and South Korea, but it is very easy to buy counterfeit products on-line and even in the local food markets.  Some of the counterfeit versions were even available before Cath Kidston’s official launch of the new season’s range.  Perhaps a strategy of providing an “affordable luxury” version of the brand as Hermes has done would help.

That said, Cath Kidston is still one of the luxury brands that is managing to defy the global economic downturn with a strategy of international trade.  With above-average growth for this sector in Asia substantially attributable to the Chinese hunger for luxury goods, it is becoming an even more attractive proposition for UK and European brands to capitalise on creatively.

So what should you be considering if you decide to take this plunge?

Even with brands boasting sales on the scales of Burberry and others, the Chinese luxury market is still in its infancy.  As the emerging middle class moves away from long-held habits of putting savings first and foremost to a trend towards rewarding themselves for their success, it is going to grow much further.  KPMG suggest that brands should look out for these profiles of customer: 

  • The traditional business elite – typically male, over 35 and holding senior positions;
  • The new luxury shopper – newly rich, between 20 and 40 and with a different mindset to their parents, much more willing to spend on brands and less concerned with saving for old age;
  • Empowered women – including business women, celebrities and newly independent rich wives whose buying power is predicted to rise;
  • Little Emperors – the most brand-conscious of all, this generation of only-children is emerging into teens and early adulthood accustomed to having a household’s disposable income spent on them. 

Marketing and branding are essential to establishing yourself in the luxury market.  Strategies could include developing diffusion or local lines to attract those customers who want little piece of luxury without the cost and to start to build their brand loyalty.  Using a local partner can be important for brands that need some extra support in establishing their foothold and “Made in China” can become an advantage again if working with local suppliers suits your strategy.

By | September 9th, 2010|Blog|0 Comments

UK universities to attract more students to study abroad

UK universities’ abilities to make the most of their web sites to attract UK students have received something of a thumbs-down from sixth-formers, an article on the Times Higher Educational web sitetoday says.  The gist is that university applicants want to hear a bit less from the universities themselves and a lot more from their students, reflecting wider web trends in respect of the value placed on peer reviews.

We can’t really speak for the UK students but we do know that De Montfort University in Leicester has been capturing the views and voices of their current international students in order to help attract their future overseas intake.

We provided interpreters in Mandarin, Thai, Lithuanian and Polish to help in the production of their new international video which intersperses essential information about the university with real students sharing their experiences of life there.  De Montfort has international students from over 50 countries so it’s very much in their interests to make the most of the opportunity to provide the information that prospective students clamour for in a way that is readily accessible.

Since SanTranslate first set up in 2001 with the help of Nottingham Trent University we have worked closely with the international offices of a number of higher education institutions, including Nottingham Trent itself, the University of Nottingham, Goldsmiths College London, Imperial College London and the University of Wolverhampton, translating for them a wide variety of print and web based materials.

By | August 19th, 2010|Blog|0 Comments
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