“中国 Mentalität” 的一个 Metapher

如果对当下的中国人之普遍 Mentalität 以及 Zustand 做一高度的 Kategorisierung，一个 Metapher 是再 passend 不过的了。

伟大的 Psychoanalysebegründer (Sigmund) Freud 曾经就 Persönlichkeit 发展之某 Art 可能性打过一个比方：一个国家 plötzlich aufblüht 起来且 expandiert 自己的 Territorium。它 schnell besetzte 外国的 viele 个城市，因而它的 Verwaltungsumfang schnell expandiert。可 bei den besetzt 的, 每一个城市都必须要 abstellen 兵 zur Verteidigung，这 verbraucht 它的兵力。由于它的 Front-线 太长，而它有 begrenzt 的给养实在不足以 stützen 其 Expansion 的 Rate，到头来，它 wird mehr und mehr 空洞、verarmt 和大而无当。终于，它 enormes 的帝国 war konfrontiert mit Kollaps 的 Gefahr，而这 Gefahr 不来自 Feinden，就来自自己，或者说，是它自己的 Expansion zerstört 自己。

读到 Freud 的这个 Metapher，真有 erleuchten 的感觉———Das was von 这个 Metapher beschrieben wird，不就是发生在无数我们这个时代的国人的身上及其 spirituelle 世界里的过程吗？

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Li Yehang website blog.sina.com

Übersetzung

A metaphor for ‘Chinese mentality‘

If we are to make a broad categorisation of the widespread mentality and state of Chinese people at present, there is one metaphor that could not be more appropriate.

The great founder of psychoanalysis (Sigmund) Freud once made an analogy for one possibility of personality development – of when a nation suddenly begins to grow vigorously and expand its own territory. Because it rapidly occupies many foreign cities, the scope of its rule rapidly swells. However, each city which it occupies requires troops to be sent and stations, and this dissipates its military strength. Since its battlefront is too long and its limited provisions are in fact insufficient to support its rate of expansion, eventually, it becomes more and more empty, depleted and cumbersome. In the end, its enormous empire faces the danger of collapsing. But this danger does not come from enemies but from itself, or that is to say, its own expansion destroys itself.

Reading this metaphor by Freud really gives one a sense of being bestowed some enlightenment. Isn’t what this metaphor describes exactly the process that is happening to countless countrymen of our times, and to their inner spiritual worlds?

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Julien Leyre website

西-dan 大 Freue 城：Schneller Konsum 时代的社会化 Marketingdurchbruch

“上午9:30公司 Büroangestellte 小 Du 乘地铁 ankommen in der 公司，打开电脑开始查阅和 beantwortet 每一封邮件，Kurz danach nimmt sie iPad 和 Laptop 来到客户处开会；中午12：30她利用午休时间打开海-tao Website bestellen，为男朋友 kauft sie Weihnacht 的礼物；直到晚上8：00小 Du 还在 eifrig 的工作中，只能 nutzen Wei-信或 Weibo 和朋友进行 kurz 的交流和自我 erhole mich；晚上10：00小 Du zog den erschöpft 的身体回到家中，用在 Taobao 上 gekauft 的 Gesichtsmaske 进行 Haut 调理。”这似乎是一个非常普遍的 Büro-人士一天的 Aktivitätsportrait，当人们面对 noch schneller 的 Lebensrhythmus 时，schneller Konsum 时代 still und heimlich 来到了我们的世界。在 schnellem Konsum 时代中，unnötig zu zweifeln，我们 haben alles bequem im Zugriff，aber 同时也失去了亲手 wählen Produkte 时 erfahren 到的 Freude，从情感 Mentalität 上和 Interaktionen 上都不能和 Produkte 进行真正的交流。可以说 Verbraucher fehlte bei der Teilnahme am Einkaufs-时的 Interaktionserfahrungen，同时也 erwarten 回归他们通过 Anstrengung 而 erhalten 存在感的 traditioneller Lebensart。

“Schneller Konsum 时代” kommerzieller Immobilienhandel 的 Veränderungen

“noch schneller 的 Konsum 方式 besser 能 erfüllen 人们在快 Lebensrhythmus中的 Nachfrage。Nach den Statistiken，2013年11月11日当天，阿里巴巴 “Single-Tag” Einkaufsfest 的 Alipays Gesamtverkaufszahlen 达到350亿元，其中天猫就达到132亿元，Taobao anschließend 完成59亿元。”——电-Commerce 对于 Konsum 的 Veränderungen。

Schneller Konsum 时代，Einzelhandel-Outlets、Kaufhäuser außer einfach nur auszuhalten 电子-Commerce 对于 Einkaufsentscheidungen der Verbraucher 的 tiefer Einfluß，umso mehr angesichts dess, dass Verbraucher mehr und mehr nachfragen, als nur kaufen 品以外的 Erfahrungen。Aufgrund 新的 Herausforderungen 和 traditionellem und altmodisch 的 Marketing 方式，西-dan 大 Freude 城力求从自身角度和 Verbraucher zweiseitiger 角度 erhöht die Markenwettbewerbsfähigkeit 和 Marktanteil。

一、结合自身定位，finde 准能够与 Verbraucher 真正沟通起来的 Medien 和 Bilder，bringen Marken 切入到 Verbraucher 的社交 Kreise 中来，通过沟通+ Dienstleistungen 的方式 erhöhen Markenwert；

二、在建立沟通 Basis 后，运用创新的 Formen zum Verbreiten der Marke 在 Verbraucher 社交 Kreisen 中的 Aktivitäts-度。并利用这 Interaktion 方式拉动 traditioneller 线下 Marketing，以 erhalten passende 和 integriert 的 Marketingstrategie。

Immobilienhandel 首次 geschaffen “亲和力”Marketing

在“schnellem Konsum 时代”重视 Verbraucher 的 Emotionaler Quotient (EQ)，关注 Verbraucher Kauf 行为发生全过程中的非真实 Kaufnachfrage，成为了 kommerzielle Immobilienfirmen 的必要 Marketing 方法。Marken 只有具有人的 Charaktereigenschaft，才能真正进行社交 Marketing。

通过大数 an Daten 以及对 Verbraucher 的 Untersuchungen，西-dan 大 Freude 城 geschaffen den exklusiven 人物 Bild —— Freudvolle 小Young，并 einladen Weibo 人气 Cartoonschreiberin @伟大的安妮 为 maßgeschneiderte Cartoonbilder。

为了machen, dass die Freudvolle 小Young的 Bild wurde durch den Verbraucher breit angenommen，西-dan 大 Freude 城首先在 Weibo 平台 stellte #谁是亲妈#话题，dies ließ Webuser spekulieren “哪位天才美少女 Künstlerin 来为 Freudvolle 小Young geschaffen 卡通 Bild”，以此 führen Webuser 好奇心和讨论，die vom 话题 erreichte 人数高达5586万。

Bekanntgabe der Antworten 后，die geschaffene “Freudvolle 小Young出生卡”原创内容，为 Freudvolle 小Young的正式登场和 Bild 定位 Kampagne。

在 Freudvolle 小Young bereits 成为西-dan 大 Freude 城社会化 Medien 上的代言人后，社会化 Medien 与 Verbraucher 的日常沟通中也 angemessener Berücksichtigung 到人 gezeigt 的 Charakter 和 Eigenschaften，从各个 Richtungen 上力求 um die Freudvolle 小Young的 Bild tief ins 内心 eindringen。

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Quelle: socialbeta.com Brianote

Übersetzung

Xidan Joy City – social marketing breakthrough in an age of fast consumption

March 4th 2014 – by brianote1

“At 9:30am white-collar worker Xiao Du arrives at work after taking the subway. She turns her computer on, and checks and responds to each item of mail. Soon after, she takes her iPad and laptop to a meeting with clients. At 12:30pm, using her lunchtime she logs on to Haitao.com and orders a Christmas present for her boyfriend. By 8:00pm, Xiao Du is still busy at work. Only by means of Weixin or Weibo is she able to make brief contact with her friends and relax herself. At 10pm, she drags her weary body home and uses a facial mask purchased at Taobao.com to revive her skin.” This appears to be a very typical portrayal of a day in the life of a white-collar worker. Since people are faced with an increased pace of life, the era of rapid consumption has quietly crept into our world. In the era of rapid consumption, no doubt, everything is at hand. However, at the same time, we sacrifice the joy of the experience of shopping in person, making it impossible to truly connect with a product through our feelings and interactions with it. It could be said that consumers lack the experience of interaction when shopping. At the same time, they expect to get back a traditional lifestyle, which, through continued effort, gives them a feeling of existence.

Changes in commercial real estate in the “the era of rapid consumption”

“The increased pace of consumption is more able to satisfy the needs of people with hectic lives. According to statistics, on November 11th in 2013, 1688.com’s “Single’s Day” shopping fest generated a total turnover of 35 billion Yuan on it’s online trading platform, with tmall.com reaching 13.2 billion and Taobao.com 5.9 billion.” — This shows the effect e-commerce has had on the change in consumption.

In the era of rapid consumption, in addition to retail outlets and department stores having to cope with the significant influence e-commerce has on the purchasing decisions of consumers, they are faced more-so with consumer demand for something more than just the buying of goods. Based on new challenges and traditional old-fashioned marketing methods, Xidan Joy City strives to simultaneously approach things from both its own and consumers’ perspectives, thus increasing the competitiveness of their goods and consequently their market share.

1. Combine one’s position, the accurate identification of mediums and images that truly communicate to consumers, the introduction of brands into the social circles of consumers, and the increase in the value of brands by means of communication and service.

2. After key links have been established, implement the use of new innovations to increase brand presence in the social circles of consumers. Then use this method of interaction to sustain traditional off-line marketing and achieve an integrated marketing strategy.

This is the first time commercial real estate has created marketing that has an affinity with customers.

In the the era of rapid consumption, importance is attached to consumers’ emotional IQ. Paying close attention to consumers’ purchasing behaviour of undergoing a complete change to non-real purchase demands, has become an essential marketing strategy of commercial real estate businesses. Only by brands possessing the personality traits of people is social marketing truly able to be implemented.

From large amounts of data and consumer research, Xidan Joy City has created an exclusive character — Little Joy Young, inviting Weibo’s cartoonist Great Annie to make their own tailor-made cartoon images.

To make the image of Little Joy Young be widely accepted by consumers, Xidan Joy City first posed the question, “Who is her mother?” on Weibo. This led to web users speculating, “the attractive and talented artist who created the image of Little Joy Young”, thereby triggering their curiosity and discussions. The topic attracted the attention of 55.86 million people.

After revealing the answer, a “Little Joy Young birthday card” with original content was created for Little Joy Young’s official launch and image placement.

After Little Joy Young had become a socialised media spokesperson for Xidan Joy City, ample consideration was given to consumers’ expressed dispositions and characteristics in everyday communication with socialised media. Effort was made from every angle to to deeply instil the image of Little Joy Young into the hearts of her fans.

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Julien Leyre website