Project 03

E-commerce · Multilingual Product Content

Concept project · Independent sample work

One product. Five European voices.

Turning Chinese product information into clear, persuasive and locally natural e-commerce content for European markets.

Brief

A Chinese consumer product is ready to be presented to European customers.

The challenge is different from traditional translation. E-commerce copy has to communicate quickly, structure information clearly and make the product understandable without sounding like translated Chinese.

The task: take publicly available Chinese product information and create localized European-facing product content in Italian, English, French, German and Spanish.

The focus is not simply on translating the source. It is on deciding what information belongs in a product title, what should become a selling point, what needs clarification and how the same product can be presented naturally across different European-language markets.

01 / Original Chinese

Product name: 米家台灯Pro
Short source description: 产品类型：读写作业台灯
Key product claims: 光通量 700lm; 显色指数 Ra90; 使用寿命约 25000 小时
Key features: 色温范围 2500 - 4800K; 无线连接 Wi-Fi 2.4GHz · 蓝牙 4.2 BLE; 支持平台 Android 4.4 或 iOS 9.0 及以上版本

Publicly available Chinese product information, used as source material. Not original copy written for this portfolio.

02 / Content structure

01 /Product title
Brand, product and category, in the order a European shopper searches for them.
02 /Short description
What the lamp is for and why it matters, in a few lines.
03 /Key selling points
Specifications from the source turned into scannable benefits.
04 /Product information
Verified technical data, grouped and labelled in target-language conventions.
05 /Microcopy
Short action labels that guide the customer through the page.

Localization is not only linguistic. Information is also reorganized according to how customers scan and evaluate an e-commerce product page.

03 / Italian product page

Product title

Xiaomi Mijia Desk Lamp Pro – Lampada da scrivania smart per lettura e studio

Short description

Una lampada da scrivania pensata per leggere, studiare e lavorare. Offre una luce fino a 700 lumen, una temperatura del colore regolabile da 2500 a 4800 K e un indice di resa cromatica Ra90, per colori più fedeli sulla pagina. Si collega tramite Wi-Fi e Bluetooth e si controlla dallo smartphone con Android o iOS.

Key selling points

Luce intensa, fino a 700 lm

Flusso luminoso fino a 700 lm alla massima intensità.

Da calda a neutra

Temperatura del colore regolabile da 2500 a 4800 K, per adattare la luce al momento.

Colori fedeli

Indice di resa cromatica Ra90, per una riproduzione dei colori più fedele

Controllo dallo smartphone

Connessione Wi-Fi e Bluetooth, compatibile con Android 4.4 e iOS 9.0 o versioni successive.

Product information

Modello: MJTD02YL
Flusso luminoso: 700 lm*
Temperatura del colore: 2500–4800 K
Resa cromatica: Ra90
Durata: circa 25.000 ore*
Potenza nominale: 12,5 W
Connettività: Wi-Fi 802.11 b/g/n 2,4 GHz · Bluetooth 4.2 BLE
Nella confezione: Lampada, alimentatore, manuale d'uso

Microcopy

Vedi le specifiche →
Cosa c'è nella confezione →
Scopri la compatibilità →

04 / Five European versions

01Italiano

Xiaomi Mijia Desk Lamp Pro – Lampada da scrivania smart

Una lampada da scrivania per leggere, studiare e lavorare, con luce fino a 700 lumen e temperatura del colore regolabile.

Colori fedeli: indice di resa cromatica Ra90.

02English

Xiaomi Mijia Desk Lamp Pro – Smart LED Desk Lamp

A desk lamp for reading, studying and working. Up to 700 lumens, adjustable colour temperature.

Accurate colours: CRI Ra90.

03Français

Xiaomi Mijia Desk Lamp Pro – Lampe de bureau connectée

Une lampe de bureau pour lire, étudier et travailler, avec jusqu'à 700 lumens et une température de couleur réglable.

Des couleurs fidèles : indice de rendu des couleurs Ra90.

04Deutsch

Xiaomi Mijia Desk Lamp Pro – Smarte LED-Schreibtischlampe

Schreibtischlampe zum Lesen, Lernen und Arbeiten. Bis zu 700 Lumen, einstellbare Farbtemperatur.

Natürliche Farbwiedergabe: Farbwiedergabeindex Ra90.

05Español

Xiaomi Mijia Desk Lamp Pro – Lámpara de escritorio inteligente

Una lámpara de escritorio para leer, estudiar y trabajar, con hasta 700 lúmenes y temperatura de color regulable.

Colores fieles: índice de reproducción cromática Ra90.

05 / What changes across markets

01 / Information hierarchy

E-commerce users scan rather than read linearly. Localization therefore includes restructuring information.

02 / Product terminology

Technical terms should be translated according to established target-language usage rather than word-for-word equivalence.

03 / Selling points

A Chinese product claim may need to be reformulated so that the benefit is immediately understandable in the target market.

04 / Trust and clarity

European-facing product copy should make factual information easy to understand without exaggerating or adding unsupported claims.

06 / Localization decisions

01 / Product naming

Chinese: 米家台灯Pro
Working translation: Mijia desk lamp Pro
Italian: Xiaomi Mijia Desk Lamp Pro – Lampada da scrivania smart
Why: The product name is kept intact, while the category is made explicit for a European e-commerce context. The title adds both while keeping the official product name intact.

02 / Feature description

Chinese: 读写作业台灯
Working translation: Reading, writing and homework desk lamp
Italian: Per leggere, studiare e lavorare
Why: "Homework" narrows the audience to children. Broadening it to study and work keeps the source's purpose without excluding adult buyers.

03 / Benefit-oriented claim

Chinese: 显色指数 Ra90
Working translation: Colour rendering index Ra90
Italian: Colori fedeli: indice di resa cromatica Ra90
Why: A bare index means little to most customers. Leading with the benefit makes it readable; keeping the figure keeps it verifiable.

04 / Interface language

Chinese: 参数
Working translation: Parameters
Italian: Vedi le specifiche
Why: "Parametri" sounds like an engineering sheet. Italian e-commerce uses "specifiche", framed as an action the customer can take.

07 / What this project demonstrates

E-commerce Localization

Turning Chinese product information into structured European-facing product content.

Product Copywriting

Writing concise product communication that is clear, useful and commercially natural.

Multilingual Content

Adapting the same product message across multiple European languages.

Content Strategy

Understanding that localization includes information hierarchy, not only language.

Languages

Italian · English · French · German · Spanish

Services used

E-commerce Localization
Product Copywriting
Translation
Multilingual Content
Cultural Adaptation

Source material: publicly available Chinese product information from Xiaomi's official store (mi.com, 米家台灯Pro specifications page). Independent portfolio exercise; not commissioned work. * Values as stated in the source: 700 lm measured at 3900 K and maximum brightness; lifetime is approximate.

Next projectMaking a Chinese brand speak naturally in Europe.