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Product Localization

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IN THIS LESSON
ID: 1643 Upper Intermediate
So many companies dream of selling their products to China's billion consumers. But selling to China means localizing for China, and not just any product is going to sell. Listen in on the thoughts of a real marketing manager for some perspective on how it's done.
Tue Apr 05 2011 | John, Jenny
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Detailed Vocabulary
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SIMPLIFIED PINYIN ENGLISH  
就......而言 jiù ... éryán as for, in regards to
本土化 běntǔhuà localization
外资 wàizī foreign investment
层次 céngcì layer, level
那就本土化的问题而言，您认为这些外资企业该如何去实现他们的本土化？
nà jiù běntǔhuà de wèntí éryán ，nín rènwéi zhèxiē wàizī qǐyè gāi rúhé qù shíxiàn tāmen de běntǔhuà ？
Now, as for the issue of localization - how do you think foreign-owned enterprises should localize?
本土化的话，我觉得呢，我们可以从三个方面来谈这个问题。
běntǔhuà dehuà ，wǒ juéde ne ，wǒmen kěyǐ cóng sān ge fāngmiàn lái tán zhè ge wèntí 。
I think there are three important factors involved in localization.
第一个层次来讲，我觉得是产品的本土化。
dì yī ge céngcì lái jiǎng ，wǒ juéde shì chǎnpǐn de běntǔhuà 。
I think the first one is the localization of products.
因为他们的产品从某种意义上来讲，就很多的国际化的大的公司，他们的产品可能，比如说它是美国公司，那他们的产品可能更多的会从美国的那种消费者的那个理解或者他们的需求出发。
yīnwèi tāmen de chǎnpǐn cóng mǒuzhǒng yìyì shàng lái jiǎng ，jiù hěn duō de guójìhuà de dà de gōngsī ，tāmen de chǎnpǐn kěnéng ，bǐrú shuō tā shì Měiguó gōngsī ，nà tāmen de chǎnpǐn kěnéng gèngduō de huì cóng Měiguó de nà zhǒng xiāofèizhě de nàge lǐjiě huò zhě tāmen de xūqiú chūfā 。
Because their products, in some ways - a lot of big international companies - for example, an American company, more of their products are likely to have been made out of the understanding or needs of American consumers.
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