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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
ZHANG Ruyi
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DOI:10.17265/1539-8072/2025.12.004
University of Shanghai for Science and Technology, Shanghai, China
Against the backdrop of economic globalization and the rapid growth of cross-border e-commerce, the overseas expansion of smart home products heavily relies on the translation quality of technological elements within marketing copy. This paper focuses on four core technological elements in smart home marketing copy on cross-border e-commerce platforms. Using Skopos Theory as a framework, it analyzes translation difficulties such as inconsistent terminology and imbalance between technical precision and accessibility. It constructs a five-dimensional translation strategy, “Precision + Accessibility + Localization + Structuring + Standardization”, and validates its effectiveness. This provides guidance for enterprises to enhance overseas marketing efficiency and enriches the research value of translation in the cross-border e-commerce vertical field.
cross-border e-commerce, smart home, marketing copy, Skopos Theory, translation strategy
ZHANG Ruyi, Translation Strategies for Technological Elements in Smart Home Product Marketing Copy in Cross-Border E-Commerce. Sino-US English Teaching, December 2025, Vol. 22, No. 12, 289-294 doi:10.17265/1539-8072/2025.12.004
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