Insights市场洞察 October 20262026年10月
“Charging pile”: what bad translation costs Chinese brands in North America“Charging pile”：糟糕的翻译让中国品牌在北美付出什么代价
Buyers judge a product in its first minute: the box, the app, the first message on the screen. Word-for-word translation loses them there.买家在第一分钟就会做出判断：包装、App、屏幕上的第一句话。逐字翻译往往就在这里失去了他们。
The first minute第一分钟
A robot vacuum tells its owner to “put the sweeper on the charging pile”. A Quebec manual uses France French. A Mexican website asks visitors to download the app to their “ordenador”. None of these stop the product from working. All of them tell the buyer it was not made for them, and that shows up in reviews, returns and retail buyers who never call back.扫地机器人提示用户“put the sweeper on the charging pile”；魁北克的说明书用的是法国法语；墨西哥网站让访客把App下载到“ordenador”。这些都不影响产品使用，但都在告诉买家：这不是为你做的。结果体现在差评、退货，以及再也不回电话的零售采购身上。
The numbers数据说话
In CSA Research’s survey of 8,709 consumers in 29 countries, 76% chose the product with information in their own language when two products were similar, 40% said they never buy from websites in other languages, and 75% were more likely to buy again when customer care spoke their language.CSA Research 对29个国家8,709名消费者的调查显示：在两款相似产品之间，76%的人会选择提供母语信息的产品；40%的人表示从不在其他语言的网站购物；75%的人在客服使用其母语时更愿意再次购买。
It is also the law这也是法律要求
Quebec requires French on product labels and packaging, with no other language more prominent, and since June 1, 2025 generic words inside trademarks must also appear in French. Mexico’s NOM-050 standard requires commercial information on products in Spanish. Getting it wrong can keep a product off the shelf.魁北克要求产品标签与包装使用法语，且其他语言不得比法语更醒目；自2025年6月1日起，商标中的通用描述性词语也须有法语表述。墨西哥 NOM-050 标准要求产品商业信息使用西班牙语。处理不当，产品可能无法上架。
What good looks like好的本地化是什么样
A glossary for your product in English, Canadian French and Mexican Spanish. A first pass by AI, then native reviewers who check every string on the real screen, not in a spreadsheet. Units, payments, support hours and accessibility adapted, not only words. And every release goes through the same process, so the product keeps speaking one language.为您的产品建立英语、加拿大法语和墨西哥西班牙语术语表；AI 完成初译，母语审校人员在真实界面上逐条核对，而不是在表格里；单位、支付方式、客服时间与无障碍设计一并调整，而不只是文字；每次版本更新都走同一流程，让产品始终说同一种语言。
General information, current as of the date above. It is not legal advice; rules change, and we confirm each product with licensed counsel.本文为截至上述日期的一般性信息，不构成法律意见。规则可能变化，我们会就每个产品与持牌律师确认。
