Keywords: páizi, 牌子, Chinese brand, Chinese sign, what is paizi, paizi meaning, brand in Chinese, sign in Chinese, placard, tag, brand name, make, Chinese consumer culture.
Summary: Learn the versatile and essential Chinese word 牌子 (páizi), which covers everything from a simple “sign” or “price tag” to the powerful modern concept of a “brand” or “make.” This comprehensive guide explains the dual meaning of 牌子, its cultural significance in China's brand-conscious society, and how to use it correctly in everyday conversation, whether you're asking for a price or discussing famous brands like Apple or Huawei.
Core Meaning
Pinyin (with tone marks): páizi
Part of Speech: Noun
HSK Level: HSK 3
Concise Definition: A physical sign, plate, or tag; or a commercial brand or make of a product.
In a Nutshell: At its heart, `牌子` refers to a flat object with information on it—think of a door number plate, a sign on a wall, or a tag on a shirt. From this literal meaning, it logically extends to its most common modern usage: the “brand” name written on that tag. So, `牌子` is the go-to word in daily life when asking “What brand is this?”
Character Breakdown
牌 (pái): The core of the word. The left part, `片 (piàn)`, means “a flat, thin piece” or “a slice,” which visually suggests a board, tablet, or placard. The right part is a phonetic component. So, `牌` itself means a tablet, plate, or sign.
子 (zi): A very common and neutral-toned noun suffix in Chinese. It doesn't carry much meaning on its own but is attached to single-character concepts to form a more colloquial, two-syllable word. Think of it like the “-let” in “booklet” or “-y” in “doggy.”
Together: `牌子 (páizi)` literally translates to “a small sign/plate.” This simple, physical meaning is the foundation for its more abstract and far more common meaning of “brand”—the name that identifies a product, which you'd typically find on its `牌子`.
Cultural Context and Significance
While `牌子` may seem like a simple vocabulary word, it's deeply connected to modern China's rapid economic development and consumer culture. In just a few decades, China has shifted from a society with few product choices to a hyper-competitive, brand-conscious market.
The concept of a `老牌子 (lǎo páizi)`, an “old brand,” is highly valued. It signifies trust, quality, and reliability built over generations, like White Rabbit candy or Tsingtao beer. These brands evoke a sense of nostalgia and national pride.
Comparison to Western Culture: The obsession with `名牌 (míngpái)` (famous brands) in China is similar to the Western focus on “designer labels.” However, in China, it's often more directly and explicitly tied to the concept of `面子 (miànzi)` or “face” (social prestige). Owning and displaying products from a well-known `牌子` is a clear and direct way to signal social status, success, and taste. It's not just about quality; it's about public perception.
Practical Usage in Modern China
`牌子` is an extremely common word used in two main contexts.
1. A Physical Object: Sign, Tag, Plate
This is the literal meaning. It's used for smaller, specific information-bearing objects.
Examples: `门牌子 (mén páizi)` - door number plate, `价格牌子 (jiàgé páizi)` - price tag, `车牌子 (chē páizi)` - license plate (though `车牌` is more common).
It's generally neutral and descriptive in this context.
2. A Commercial Brand or Make
This is the most frequent usage in modern conversation. It's the standard, everyday word for “brand.”
You use it to ask what brand something is, to state your preference for a certain brand, or to describe a brand's reputation.
Positive Connotation: `名牌子 (míng páizi)` or just `名牌 (míngpái)` means a famous, high-quality brand. `老牌子 (lǎo páizi)` means a trusted, old brand.
Negative Connotation: `杂牌子 (zá páizi)` or `杂牌 (zápái)` means a cheap, no-name, or low-quality brand.
Example Sentences
Example 1:
你用的是什么牌子的手机？
Pinyin: Nǐ yòng de shì shénme páizi de shǒujī?
English: What brand of mobile phone do you use?
Analysis: This is the most classic and common usage of `牌子`. It's a simple, direct question about a product's make.
Example 2:
这件衣服的牌子我没见过，是新出的吗？
Pinyin: Zhè jiàn yīfu de páizi wǒ méi jiànguò, shì xīn chū de ma?
English: I haven't seen this clothing brand before, is it new?
Analysis: Here, `牌子` clearly means “brand.” The speaker is identifying the product by its brand name.
English: I don't really care about the brand, as long as the product is good to use.
Analysis: A common sentiment expressing indifference to brand names, showing how `牌子` is the default word for this concept.
Nuances and Common Mistakes
`牌子 (páizi)` vs. `品牌 (pǐnpái)`: This is the most critical nuance for learners.
`牌子 (páizi)`: Is colloquial and refers to the “make” or the brand name itself. It's what you use in daily conversation. “What brand is your car?” → “你的车是什么牌子的？”
`品牌 (pǐnpái)`: Is more formal and abstract, used in business, marketing, and advertising. It refers to the “brand” as a complete concept, including its identity, image, and value. “We need to build our brand equity.” → “我们需要建立我们的品牌价值。”
Mistake: Using `牌子` in a formal business report or presentation would sound too casual. Using `品牌` when asking a friend what brand of snack they're eating would sound overly formal and stiff.
Not for All Signs: While `牌子` means “sign,” it's not a catch-all term.
For a large shop sign, you should use `招牌 (zhāopai)`.
For a road sign or traffic sign, use `路标 (lùbiāo)`.
Mistake: Pointing to a huge billboard and calling it a `牌子` would be incorrect. `牌子` implies a smaller tag, plate, or placard.
Related Terms and Concepts
品牌 (pǐnpái) - The formal, business-oriented word for “brand.” Refers to the brand as a corporate asset and identity.
名牌 (míngpái) - A famous brand, a designer label. A compound of “name” + “brand.”
老字号 (lǎo zìhào) - A “time-honored brand,” usually for traditional stores, restaurants, or products with a long history and cultural significance.
杂牌 (zápái) - A “miscellaneous brand”; a pejorative term for a no-name, generic, or low-quality brand.
招牌 (zhāopai) - A shop's signboard. Figuratively, it can also mean a company's signature product or a person's claim to fame (e.g., `招牌菜` - signature dish).
商标 (shāngbiāo) - A trademark or logo. This is the legally registered symbol or name of a brand.
车牌 (chēpái) - A vehicle license plate. The more common and slightly more formal term than `车牌子`.
门牌 (ménpái) - A door number plate. The more concise version of `门牌子`.
面子 (miànzi) - “Face” or social prestige. The desire for `面子` is a major driver behind the consumption of `名牌` (famous brands) in China.