中英文对照版本（机器翻译，仅供参考）：
Retailers gear up for romantic gifting on 520 Day in China
Retail Insight Network
Consumer brands and retailers in China are gearing up to embrace the season of romance and gifting with the upcoming 520 Day or Cyber Valentine’s Day on 20 May 2023.
2023 年 5 月 20 日即将到来的 520 天或网络情人节，中国的消费品牌和零售商正准备迎接浪漫和送礼的季节。
1.gear up 为…准备
例：...another indication that the country is gearing up for an election.
…那个国家正为选举做准备的另一种迹象。
Outside of the international Valentine’s Day on 14 February, Chinese lovers also celebrate Valentine’s Day on 14 March, the 520 Day festival on 20 May and the Qixi Festival in August 2023.
除了 2 月 14 日的国际情人节外，中国情侣还庆祝 3 月 14 日的情人节、5 月 20 日的 520 日节日和 2023 年 8 月的七夕节。
The 520 Day came to be celebrated as a romantic day as the pronunciation of the date (‘5’ ‘2’ ‘0’) sounds like ‘l loves you’ in Mandarin. Brands and retailers quickly capitalised on the trend, turning 520 into a major e-commerce shopping festival.
520 日被庆祝为浪漫的一天，因为日期（“5”“2”“0”）的发音听起来像普通话中的“我爱你”。品牌和零售商迅速利用这一趋势，将 520 变成了一个主要的电子商务购物节。
2.capitalize on/upon 充分利用；从…中获得更多的好处
to gain a further advantage for yourself from a situation 充分利用；从…中获得更多的好处
类似表达 take advantage of sth
eg:The team failed to capitalize on their early lead. 这个队未能充分利用开场时领先的优势。
On 520 Day, consumers typically gift confectionery,cosmetics,fragrances,apparel,flowers,jewellery,electronics/and/mementoes/to/their/romantic/partners,spouses,friends,family members, or even themselves. Western luxury goods brands, such as Cartier, Michael Kors, Yves Saint Laurent, Gucci and Givenchy and leading domestic brands, including Perfect Diary and Florasis, have actively participated in the 520 Day in recent years.
在 520 Day，消费者通常会向他们的浪漫伴侣、配偶、朋友、家人甚至他们自己赠送糖果、化妆品、香水、服装、鲜花、珠宝、电子产品和纪念品。近年来，卡地亚、Michael Kors、Yves Saint Laurent、Gucci、Givenchy等西方奢侈品牌和完美日记、花之国等国内一线品牌都积极参与520 Day。
3.confectionery/kənˈfekʃənəri/[U]sweets/candy, chocolate, etc. 甜食（糖果、巧克力等）
4.apparel/əˈpærəl/[U]1)(especially NAmE)clothing,when it is being sold in shops/stores （商店出售的）衣服，服装
例：The store sells women's and children's apparel. 这家商店出售女装和童装。
2)clothes, particularly those worn on a formal occasion （尤指正式场合穿的）衣服，服装
例：lords and ladies in fine apparel 衣着漂亮的贵族和贵妇
5.memento/məˈmentəʊ/ n.纪念品
类似表达 souvenir
Eg:a memento of our trip to Italy 我们意大利之旅的纪念品
6.participate in 属于正式的表达，一般指当事人主动参与，有积极性 actively involved in the event，并不仅仅是客观存在
延伸表达
Take part in 参与，参加
Eg:I was quite sulky, so I didn't take part in much.我相当闷闷不乐，所以没有怎么参与。
Take part in 和 participate 一般带有主动参与活动的意思；
join in 的应用常涉及游戏、娱乐活动，而且活动已经在进行中，尤其是用于鼓励他人加入到已经进行的活动中；
attend 是指“出席，到场”，即“客观在这里”，同时它也是一个正式用语，多数情况下是指出席了活动，但并不意味着参加者在活动中表现积极或者主观投入到了活动中。
Manufacturers typically roll out exclusive limited-edition products and promotional offers for the event, with marketing campaigns centred on romantic wordplays. Producers and retailers also unveil in-store entertainment activities and surprise gifts for shoppers. Additionally, brands release digital or social media campaigns to generate a buzz among the target tech-savvy youth. This often includes social media hashtag events that capitalise on user-generated content or AR/VR/3D or metaverse-based interactive games and experiences.
制造商通常会为活动推出独家限量版产品和促销优惠，营销活动以浪漫的文字游戏为中心。生产商和零售商还为购物者推出店内娱乐活动和惊喜礼物。此外，品牌发布数字或社交媒体活动，以在目标精通技术的年轻人中引起轰动。这通常包括利用用户生成的内容或 AR/VR/3D 或基于 metaverse 的互动游戏和体验的社交媒体标签事件。
7.roll out 推出 (新产品或服务)
Eg: On Thursday Microsoft rolls out its new operating system. 在星期四微软推出了它的新操作系统。
8.limited-edition（书、画等的）限量版，限数本
9.generate a buzz 引起轰动
10.tech-savvy adj.精通技术的
Most companies rope in celebrities and key opinion leaders (KOLs) with a large fan following for live shows or interactive live streams to drum up record-high sales during the day. For instance, for the 2021 edition of the 520 Day, Yves Saint Laurent and Perfect Diary signed on Liu Yu and Liu Zhang, respectively, from the boyband ‘Into1’ as a brand to promote their exclusive lipstick gift boxes.
大多数公司都会邀请名人和拥有大量粉丝的关键意见领袖 (KOL) 观看现场表演或互动直播，以在白天创造创纪录的销售额。比如2021年的520 Day，伊夫·圣罗兰和完美日记分别签约了男团Into1的刘宇和刘章作为品牌宣传他们的专属口红礼盒。
11.rope in 拉…来帮忙
eg:Visitors were roped in for potato picking and harvesting. 参观者们被拉来帮助挖土豆和收获。
12.KOL 是 key opinion leader 的缩写，代表「关键意见领袖」。他们一般被认定为某个领域或主题的行家，拥有某些令人欣赏的技能或成就，由于拥有一定的声量与名气，意见多受到大众的瞩目与尊重。
网(络)红(人):Social media influencer/internet celebrity
注: 我们只用celebrity时，是指具有一定名气的人，特别是在娱乐领域，如电影、体育、音乐或写作。演员、歌手、运动员、电视主播、著名政治家、小说家都是名人的例子。名人之所以名利双收，是因为人们欣赏他们的才华，欣赏他们的工作。
influencer是指「在特定社群中拥有知名度和具影响力的人」。广义来说，它可包含明星艺人、 KOL 关键意见领袖、内容创作者（content creator）等等。Influencer 多以文章、图片和影片等方式于社群媒体上分享意见与想法，成为顾客购物的指标，加深他们对某个品牌的印象，比如发食物、服饰美照或护肤心得等，让粉丝不管吃的用的都想跟风一般，比如卡戴珊家族中的Kim, Kendall等就是典型Influencer。
KOL 和 Influencer 的差别
1)就投注的时间与心力而言，大部分的 Influencer 是将社群媒体、YouTube 等作为全职工作，但 KOL 一般是利用空闲时间经营，不是一整天都耗在建立粉丝数、录制 YouTube 影片或产出完美贴文等事项。
2)另一个差别在于如果一个 KOL 走低调路线，没有浮现在网络台面上，他的知名度和认可度可能会受限于某个区域，比如城镇、洲或国家等，相对来说，Influencer 的粉丝则通常遍及全球。
总而言之，它们的差别主要是时间上的投入、在意绩效的程度、影响粉丝的广度和知识传递的深度方面！
13.drum up If you drum up support or business, you try to get it. 竭力争取
eg:It is to be hoped that he is merely drumming up business. 希望他只是在招揽生意。
14.respectively adv.in the same order as the people or things already mentioned 分别；各自；顺序为；依次为
Eg:Julie and Mark, aged 17 and 19 respectively 朱莉和马克，年龄分别为17岁和19岁
This resonates with GlobalData’s 2023 consumer survey finding that endorsements by celebrities or organisations are an essential or nice-to-have feature that 67% of Chinese consumers actively look for when making a purchase. Novice shoppers often look for online influencer posts and peer reviews on social media and e-commerce portals, such as WeChat, Weibo, QQ, Douyin and Xiaohongshu, to choose appropriate gifts for their partners.
这与 GlobalData 的 2023 年消费者调查结果产生共鸣，即名人或组织的背书是必不可少的或值得拥有的特征，67% 的中国消费者在购买时积极寻找。新手购物者经常在微信、微博、QQ、抖音和小红书等社交媒体和电子商务门户网站上寻找网红帖子和同行评论，为他们的合作伙伴选择合适的礼物。
15.resonate/ˈrezəneɪt/ v. 1) (of a voice, an instrument, etc. 嗓音、乐器等) to make a deep, clear sound that continues for a long time 产生共鸣；发出回响；回荡
2)~(with sth) (of a place 地方) to be filled with sound; to make a sound continue longer（使）回响，起回声
例：a resonating chamber 产生回音的房间
3)~ (with sb/sth) to remind sb of sth; to be similar to what sb thinks or believes 使产生联想；引起共鸣；和…的想法（或观念）类似
例：These issues resonated with the voters. 这些问题引起了投票者的共鸣。
16.endorsement/ɪnˈdɔːsmənt/ n.1)a public statement or action showing that you support sb/sth （公开的）赞同，支持，认可
例：The election victory is a clear endorsement of their policies. 竞选成功显然是对他们政策的支持。
2)(通常为名人在广告中对某一产品的）宣传，代言
3)(BrE) details of a driving offence written on sb's driving licence （驾驶执照上的）违章记录
17.novice/ˈnɒvɪs/ n.1)a person who is new and has little experience in a skill, job or situation 新手；初学者
例：I'm a complete novice at skiing. 滑雪我完全是个新手。
2)a person who has joined a religious group and is preparing to become a monk or a nun 初学修士（或修女）；（修会等的）初学生
3)a horse that has not yet won an important race 尚未赢过大赛的赛马
Localism is a key theme for product launches and marketing activations, given that 28% of Chinese consumers consider features that are tailored to their region or culture an essential factor they actively look for when making a purchase and 54% say it is a nice-to-have feature. Domestic brands bank heavily on local customs and cultural references in their product and campaign designs to capitalise on the growing guochao nationalism/localism trend among Gen Z consumers. Western brands are also striving to localise their campaigns in relevant ways for young generation Chinese consumers.
地方主义是产品发布和营销活动的一个关键主题，因为 28% 的中国消费者认为适合他们地区或文化的特征是他们在购买时积极寻找的一个基本因素，54% 的人表示这是一个不错的选择- 有特点。国内品牌在其产品和活动设计中大量依赖当地习俗和文化参考，以利用 Z 世代消费者中日益增长的国潮民族主义/地方主义趋势。西方品牌也在努力以适合年轻一代中国消费者的相关方式将其营销活动本地化。
Akin to the Singles Day (Double 11), 618 and 818 shopping festivals, the 520 Day festival is an important e-commerce shopping festival. These events generate a sense of urgency, pushing consumers to make purchases that they were postponing for various reasons.
类似于光棍节（双十一）、618、818购物节，520天节是一个重要的电商购物节。这些事件产生了紧迫感，促使消费者进行他们因各种原因推迟的购买。
The fanfare of the shopping festival can lift consumer sentiments that are being weighed down by fears of new pandemic outbreaks and global economic recession. Consumer packaged goods manufacturers can leverage such events to launch new products, brands, or labels and ramp up sales of their existing product portfolio.
购物节的大张旗鼓可以提振因担心新的流行病爆发和全球经济衰退而受压的消费者情绪。包装消费品制造商可以利用此类活动推出新产品、品牌或标签，并提高其现有产品组合的销量。
18.fanfare n.1)[C]a short loud piece of music that is played to celebrate sb/sth important arriving 号角花彩，号角齐鸣（欢迎仪式等上奏的响亮短曲）
2)a large amount of activity and discussion on television, in newspapers, etc. to celebrate sb/sth （为庆祝而在媒体上的）喧耀
Eg:The product was launched amid much fanfare worldwide. 这个产品在世界各地隆重推出。
19.weigh down 使颓丧；压低
eg:Does Suffering weigh down your might?苦难让你威力大减吗？
20.economic recession 经济衰退
21.ramp up 倾斜升温（每单位时间之温度上升）；产能提升；斜升
Eg: If the Ghost is a success, production will ramp up quickly in the last quarter of the year. 假如古斯特取得成功，今年第四季度它的产量将迅速攀升。
22.portfolio/pɔːtˈfəʊliəʊ/ n.公文包，画夹；（成册展示的）作品集，照片集；（个人或机构的）投资组合；（公司或机构提供的）系列产品，成套物品
(especially BrE)（部长或大臣的）职责，职务
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原文：
Retailers gear up for romantic gifting on 520 Day in China
Retail Insight Network
Consumer brands and retailers in China are gearing up to embrace the season of romance and gifting with the upcoming 520 Day or Cyber Valentine’s Day on 20 May 2023.
Outside of the international Valentine’s Day on 14 February, Chinese lovers also celebrate Valentine’s Day on 14 March, the 520 Day festival on 20 May and the Qixi Festival in August 2023.
The 520 Day came to be celebrated as a romantic day as the pronunciation of the date (‘5’ ‘2’ ‘0’) sounds like ‘l loves you’ in Mandarin. Brands and retailers quickly capitalised on the trend, turning 520 into a major e-commerce shopping festival.
On 520 Day, consumers typically gift confectionery, cosmetics, fragrances, apparel, flowers, jewellery, electronics and mementoes to their romantic partners, spouses, friends, family members, or even themselves. Western luxury goods brands, such as Cartier, Michael Kors, Yves Saint Laurent, Gucci and Givenchy and leading domestic brands, including Perfect Diary and Florasis, have actively participated in the 520 Day in recent years.
Manufacturers typically roll out exclusive limited-edition products and promotional offers for the event, with marketing campaigns centred on romantic wordplays. Producers and retailers also unveil in-store entertainment activities and surprise gifts for shoppers. Additionally, brands release digital or social media campaigns to generate a buzz among the target tech-savvy youth. This often includes social media hashtag events that capitalise on user-generated content or AR/VR/3D or metaverse-based interactive games and experiences.
Most companies rope in celebrities and key opinion leaders (KOLs) with a large fan following for live shows or interactive live streams to drum up record-high sales during the day. For instance, for the 2021 edition of the 520 Day, Yves Saint Laurent and Perfect Diary signed on Liu Yu and Liu Zhang, respectively, from the boyband ‘Into1’ as a brand to promote their exclusive lipstick gift boxes.
This resonates with GlobalData’s 2023 consumer survey finding that endorsements by celebrities or organisations are an essential or nice-to-have feature that 67% of Chinese consumers actively look for when making a purchase. Novice shoppers often look for online influencer posts and peer reviews on social media and e-commerce portals, such as WeChat, Weibo, QQ, Douyin and Xiaohongshu, to choose appropriate gifts for their partners.
Localism is a key theme for product launches and marketing activations, given that 28% of Chinese consumers consider features that are tailored to their region or culture an essential factor they actively look for when making a purchase and 54% say it is a nice-to-have feature. Domestic brands bank heavily on local customs and cultural references in their product and campaign designs to capitalise on the growing guochao nationalism/localism trend among Gen Z consumers. Western brands are also striving to localise their campaigns in relevant ways for young generation Chinese consumers.
Akin to the Singles Day (Double 11), 618 and 818 shopping festivals, the 520 Day festival is an important e-commerce shopping festival. These events generate a sense of urgency, pushing consumers to make purchases that they were postponing for various reasons.
The fanfare of the shopping festival can lift consumer sentiments that are being weighed down by fears of new pandemic outbreaks and global economic recession. Consumer packaged goods manufacturers can leverage such events to launch new products, brands, or labels and ramp up sales of their existing product portfolio.
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