Chinese Criteria for Naming Products Sold in the West

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Greggy

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Feb 4, 2022
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Weird question, but something I have wondered about for years. How do the Chinese manufacturers select product names for merchandise sold to the Western World?

Examples from the knife world: Harnds, Ruike, Ganzo, Civivi, etc.
Examples from lighting accessories: Moisy, etc.

There are many examples of names that are strange to the western peoples. Do they conduct market surveys? I doubt any survey would return Harnds as a good naming choice. Just curious.
 
I can offer a couple comments. Ruike and Ganzo appear to be Chinese words written in pinyin, which uses English letters to write Chinese characters.
Rui Ke is a name. Gan Zuo (assuming that's what is meant instead of Zo) means to do things.

I realize that doesn't explain anything, but I thought I'd toss it in.
 
DFWChief said:
I can offer a couple comments. Ruike and Ganzo appear to be Chinese words written in pinyin, which uses English letters to write Chinese characters.
Rui Ke is a name. Gan Zuo (assuming that's what is meant instead of Zo) means to do things.

I realize that doesn't explain anything, but I thought I'd toss it in.
Click to expand...
Actually, that helps, I think. I know there has to be a methodology to it. Interesting to note perhaps a difference between Eastern and Western business mindsets. Whereas a western company would likely conduct marketing research to discover names that would appeal to their target markets, apparently the Chinese seek names that appeal to their own people by not abandoning the underlying Chinese spellings and language to arrive at names that perhaps honor their own culture. Just wondering aloud here.
 
DFWChief said:
I can offer a couple comments. Ruike and Ganzo appear to be Chinese words written in pinyin, which uses English letters to write Chinese characters.
Rui Ke is a name. Gan Zuo (assuming that's what is meant instead of Zo) means to do things.

I realize that doesn't explain anything, but I thought I'd toss it in.
Click to expand...
Makes more sense than I ever could’ve.
 
Upon further thought, I notice that model names often adopt western conventions. Example, the Harnds General knife, one of which I own. General is westernized, I suppose. Just random thoughts on a cold winter's morning.
 
I can't imagine a market survey yielding this name. In fact, I'd say it's proof that they could call it anything and people would still buy it. It's honestly hard for me to imagine any motivation for this name other than them laughing at how stupid American consumers are.

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ETA: The first definition on Google for Subjugator: A conqueror who defeats and enslaves

This led me to checking Webster and even pulling the Oxford off the shelf for the word Subjugate.

Webster:
1. To bring under control and governance as a subject
2. To make submissive: SUBDUE

Oxford:
To bring under domination or control, esp by conquest
Origin: the Latin subjugat, meaning "brought under a yoke"
 
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Knives&Lint said:
I can't imagine a market survey yielding this name. In fact, I'd say it's proof that they could call it anything and people would still buy it. It's honestly hard for me to imagine any motivation for this name other than them laughing at how stupid American consumers are.

maxresdefault.jpg


ETA: The first definition on Google for Subjugator: A conqueror who defeats and enslaves

This led me to checking Webster and even pulling the Oxford off the shelf for the word Subjugate.

Webster:
1. To bring under control and governance as a subject
2. To make submissive: SUBDUE

Oxford:
To bring under domination or control, esp by conquest
Origin: the Latin subjugat, meaning "brought under a yoke"
Click to expand...
"Subjugator" engages the power fantasies of adolescents of all ages.

"Odium" seems like a really stupid name to me. But so does "Bugout" and I have three of them.
 
My favorite is Civivi’s “Titty Tickler”
www.civivi.com

CIVIVI Teton Tickler Fixed Blade Knife G10 handle (5.45" D2 Blade) C20072-1

Specifications:Model Number: C20072-1Model Name: Teton TicklerProduct Type: Fixed BladeOverall Length: 10.16" / 258mmWidth: 1.87" / 47.6mmBlade Length: 5.45" / 138.5mmHandle Length: 4.70" / 119.5mmBlade Thickness: 0.18" / 4.5mmHandle Thickness: 1.00" / 25.3mmWeight: 9.54oz / 270.4gBlade...
www.civivi.com www.civivi.com

From the National Park Service website:
The Tetons received their name from French-Canadian trappers who accompanied the earliest British expeditions into this territory. As they approached the range from the west, they beheld three towering mountains upon which they bestowed the name of "Trois Tetons" ("Three Breasts").
 
DFWChief said:
I can offer a couple comments. Ruike and Ganzo appear to be Chinese words written in pinyin, which uses English letters to write Chinese characters.
Rui Ke is a name. Gan Zuo (assuming that's what is meant instead of Zo) means to do things.

I realize that doesn't explain anything, but I thought I'd toss it in.
Click to expand...

I was gonna just guess kind of a Scrabble, random letters in a bag scenario... but your response has a little more substance to it 😆
 
DFWChief said:
I can offer a couple comments. Ruike and Ganzo appear to be Chinese words written in pinyin, which uses English letters to write Chinese characters.
Rui Ke is a name. Gan Zuo (assuming that's what is meant instead of Zo) means to do things.

I realize that doesn't explain anything, but I thought I'd toss it in.
Click to expand...

Transliteration. It works both way as well: Western companies registering trademarks in China are well advised to provide a transliteration of their mark in Chinese pictograms. Needless to say, the results of that may often be hilarious/weird to the Chinese.
 
TC said:
Transliteration. It works both way as well: Western companies registering trademarks in China are well advised to provide a transliteration of their mark in Chinese pictograms. Needless to say, the results of that may often be hilarious/weird to the Chinese.
Click to expand...
www.thoughtco.com

Did Chevrolet Blunder in Marketing the Nova in Latin America?

Is it true that Chevrolet couldn't market its Nova in Latin America because the brand name means "it doesn't go"? Turns out, it's just an urban legend.
www.thoughtco.com www.thoughtco.com
 
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Knives&Lint said:
I can't imagine a market survey yielding this name. In fact, I'd say it's proof that they could call it anything and people would still buy it. It's honestly hard for me to imagine any motivation for this name other than them laughing at how stupid American consumers are.

maxresdefault.jpg


ETA: The first definition on Google for Subjugator: A conqueror who defeats and enslaves

This led me to checking Webster and even pulling the Oxford off the shelf for the word Subjugate.

Webster:
1. To bring under control and governance as a subject
2. To make submissive: SUBDUE

Oxford:
To bring under domination or control, esp by conquest
Origin: the Latin subjugat, meaning "brought under a yoke"
Click to expand...
Just the 411 from the Central Committee ! o_O
 
celticrogues said:
My favorite is Civivi’s “Titty Tickler”
www.civivi.com

CIVIVI Teton Tickler Fixed Blade Knife G10 handle (5.45" D2 Blade) C20072-1

Specifications:Model Number: C20072-1Model Name: Teton TicklerProduct Type: Fixed BladeOverall Length: 10.16" / 258mmWidth: 1.87" / 47.6mmBlade Length: 5.45" / 138.5mmHandle Length: 4.70" / 119.5mmBlade Thickness: 0.18" / 4.5mmHandle Thickness: 1.00" / 25.3mmWeight: 9.54oz / 270.4gBlade...
www.civivi.com www.civivi.com

From the National Park Service website:
The Tetons received their name from French-Canadian trappers who accompanied the earliest British expeditions into this territory. As they approached the range from the west, they beheld three towering mountains upon which they bestowed the name of "Trois Tetons" ("Three Breasts").
Click to expand...
“Want to see my Tetons?”…a good travel poster
 
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