小编案:再过几天,就是中国传统的新春佳节了,猴年将至,各大外国品牌纷纷在自己的产品中附上猴子的元素,麦叔叔,肯德基更是不放过如此机会,将猴元素进行到底,原来,猴子,还真是你们的救兵啊!不过,话说,KFC的美猴王套餐,能给小编来一打嘛!

International retail brands are seeking to woo Chinese customers by adorning their products with monkey characters and images as Spring Festival approaches.
春节将至,各大国际零售商也试图在产品中增添猴儿的元素来迎合中国消费者。

At KFC restaurants, Monkey King toys have become so popular that many customers are lining up at the fast-food chain for a chance to get them. The gift sets cost nearly 200 yuan ($30) on .
在肯德基,美猴王玩具十分抢手,很多顾客在这家快餐连锁店大排长龙只是为了有机会得到它们。该礼品套装在淘宝上售价将近200元(30美元)!

The sets, which were released on Jan 25 in a collaboration between KFC and Shanghai Art Film Studio, include three Monkey King toys and three cartoon books. 
 这套美猴王套装由肯德基和上海美术电影制片厂联合打造,已于1月25日发布,包括三个美猴王玩具和三本卡通书。

PepsiCo has distributed cola cans in China featuring a special edition inspired by the Peking opera version of The Monkey King. The special edition cans were first released on on Dec 29 and will cost about 100 yuan on .
受到京剧中美猴王形象的启发, 百事可乐已经在中国发行了一款特制版可乐罐。该款可乐罐已于12月29日在京东首发,在淘宝网的售价将为100元左右。

Mondelez China, a US-based snack and food giant, has adapted traditional paper-cut monkeys into its gift package design.
亿滋中国,美国快餐食品巨头,已经将中国传统的剪纸猴子形象应用于其礼品包装设计。

Stephen Maher, president of Mondelez China, said, "I hope the beaming golden monkey image on our in-store product displays, gift bags and promotional items can bring a smile to our customers' faces."
亿滋中国总裁马儒超说:“我希望当顾客看到我们店内货架、礼品袋以及促销品上印着的喜庆金猴形象,脸上也能够露出笑容。”

Jason Yu, general manager of Kantar Worldpanel China, said the monkey-related marketing indicates that more global brands are trying to adapt more to the Chinese market and delight their consumers.
虞坚,凯度集团中国区总经理认为,与猴相关的营销方式暗示着越来越多的国际品牌尝试融入中国市场,取悦中国消费者。

Yu said it is questionable if the Year of the Monkey gift sets and campaigns can substantially increase sales or profits, but they can make consumers feel that the companies are making an effort to engage their consumers in a Chinese cultural context.
虞坚说,对于猴元素的礼品套装及营销能否有效提升销售或利润还尚未可知,但毫无疑问的是,此举可以使消费者感受到商家借助中国文化取悦他们所做出的努力。

Domestic brands have also adopted the sales strategy, although many have failed to achieve sufficient popularity. 
国内品牌也采取了类似的销售策略,然而,很多品牌都收效甚微。

Erdos Group, the Inner Mongolia-based manufacturer of cashmere sweaters, has launched a series of cashmere products using the monkey image. 
鄂尔多斯集团,一家总部设于内蒙古的羊绒衫制造商,推出了一系列带有猴子形象的羊绒制品。

Chow Sang Sang Holdings International, a Hong Kong jewelry store chain, is selling golden monkey pendants to mark Spring Festival. The pendants come in three shapes derived from the Confucian saying "See no evil, hear no evil, speak no evil." 
周生生国际集团,一家香港珠宝连锁店,销售金猴吊坠以欢庆春节。吊坠共有三种造型,灵感分别来自于孔夫子的“非礼勿视,非礼勿听,非礼勿言。”

Philix Liu, an analyst of Asia-Pacific trends at Mintel Group, said Chinese consumers and brands have put a lot of effort into marketing with a Year of the Monkey theme thanks mainly to the Chinese classic novel Journey to the West. 
 Philix Liu,英敏特集团亚太地区分析师认为,中国消费者与品牌之所以在猴年主题的营销上投入大量精力是因为中国的一部经典名著——《西游记》。

Liu said that marketers and consumers from the post-'70s and post-'80s generations have strong emotional associations with the novel and with Sun Wukong, the hero, dating to the first television production of Journey to the West.
Liu说,70以及80后的商家和顾客都对这部小说还有孙悟空这一英雄形象怀有强烈的情结,从第一部《西游记》电视剧播出的时候。

Zhang Jinlai, who starred as Sun Wukong in the 1986 TV adaptation of Journey to the West, said: "Everyone has a Monkey King in their heart. It is a symbol of joy." 
1986年版电视剧《西游记》的孙悟空饰演者章金莱(即我们熟知的六小龄童)说道:“每个人的心中都住了一只齐天大圣。它是快乐的象征。”

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