{"id":8103,"date":"2025-06-09T12:54:07","date_gmt":"2025-06-09T10:54:07","guid":{"rendered":"https:\/\/www.presto.cz\/?p=8103"},"modified":"2025-07-29T08:11:39","modified_gmt":"2025-07-29T06:11:39","slug":"co-odlisuje-uspesne-znacky-doplnku-stravy-v-zahranici-vedi-jak-mluvit-ke-svym-zakaznikum-aneb-jak-prodavat-doplnky-napric-trhy","status":"publish","type":"post","link":"https:\/\/www.presto.cz\/cz\/co-odlisuje-uspesne-znacky-doplnku-stravy-v-zahranici-vedi-jak-mluvit-ke-svym-zakaznikum-aneb-jak-prodavat-doplnky-napric-trhy","title":{"rendered":"Co odli\u0161uje \u00fasp\u011b\u0161n\u00e9 zna\u010dky dopl\u0148k\u016f stravy v&nbsp;zahrani\u010d\u00ed? V\u011bd\u00ed, jak mluvit ke sv\u00fdm z\u00e1kazn\u00edk\u016fm"},"content":{"rendered":"<div class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/6d7f7b8e2ae049ffca41093b63c7b84e09fd77ef29ff6463f4b309529494f7f2?s=48&#038;d=mm&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/6d7f7b8e2ae049ffca41093b63c7b84e09fd77ef29ff6463f4b309529494f7f2?s=96&#038;d=mm&#038;r=g 2x' class='avatar avatar-48 photo' height='48' width='48' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\">Renata Wallerov\u00e1<\/p><\/div><\/div>\n\n\n<h4 class=\"wp-block-heading\"><strong>Dopl\u0148ky stravy. T\u00e9ma, kter\u00e9 se na prvn\u00ed pohled m\u016f\u017ee zd\u00e1t jednoduch\u00e9 \u2013 p\u0159elo\u017e\u00edme etiketu, popisek na e-shopu, hod\u00edme p\u00e1r kl\u00ed\u010dov\u00fdch slov do reklamy a&nbsp;jde se prod\u00e1vat. Jen\u017ee tak to \u00fapln\u011b nefunguje. Tedy pokud v\u00e1m nejde jen o&nbsp;kr\u00e1tkodob\u00fd zisk, ale o&nbsp;budov\u00e1n\u00ed zna\u010dky, d\u016fv\u011bry a&nbsp;dlouhodob\u00e9 m\u00edsto na zahrani\u010dn\u00edm trhu.<\/strong><\/h4>\n\n\n\n<p>Ve sv\u011bt\u011b v\u00fd\u017eivy, zdrav\u00ed a&nbsp;\u017eivotn\u00edho stylu dnes funguje jedin\u00e1 v\u011bc: b\u00fdt srozumiteln\u00fd a&nbsp;d\u016fv\u011bryhodn\u00fd pro ka\u017ed\u00e9ho, komu chcete sv\u016fj produkt nab\u00eddnout. A&nbsp;to bez lokalizace jednodu\u0161e nejde.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Nesta\u010d\u00ed \u201ejen p\u0159elo\u017eit\u201c. A&nbsp;ur\u010dit\u011b ne u&nbsp;dopl\u0148k\u016f stravy.<\/strong><\/h3>\n\n\n\n<p>\u010casto se setk\u00e1v\u00e1m s&nbsp;t\u00edm, \u017ee firmy do nov\u00e9ho trhu vstupuj\u00ed s&nbsp;perfektn\u00edm produktem, ale p\u0159elo\u017een\u00fdm stylem \u201eslovo od slova\u201c. Bez p\u0159em\u00fd\u0161len\u00ed nad t\u00edm, co z\u00e1kazn\u00edci v&nbsp;dan\u00e9 zemi o\u010dek\u00e1vaj\u00ed, jak komunikuj\u00ed, nebo jak\u00e9 maj\u00ed preference. V\u00fdsledkem je, \u017ee se produkt sice objev\u00ed na trhu \u2013 ale nezaujme.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Co v\u0161echno se p\u0159i lokalizaci dopl\u0148k\u016f \u0159e\u0161\u00ed?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Jin\u00e1 kultura, jin\u00fd p\u0159\u00edstup ke zdrav\u00ed<\/strong><br>N\u011bmci cht\u011bj\u00ed sly\u0161et o&nbsp;klinick\u00fdch studi\u00edch. Italov\u00e9 ocen\u00ed p\u0159irozen\u011bj\u0161\u00ed, p\u0159\u00edv\u011btiv\u00fd t\u00f3n. V&nbsp;USA zab\u00edr\u00e1 storytelling, v&nbsp;Sa\u00fadsk\u00e9 Ar\u00e1bii se klade d\u016fraz na \u010distotu a&nbsp;etiku. Komunikace mus\u00ed sed\u011bt. Jinak se mine \u00fa\u010dinkem.<\/li>\n\n\n\n<li><strong>Legislativn\u00ed pravidla nejsou detail, ale z\u00e1klad<\/strong><br>V\u00fd\u017eivov\u00e1 tvrzen\u00ed, seznamy slo\u017eek, d\u00e1vkov\u00e1n\u00ed \u2013 v&nbsp;ka\u017ed\u00e9 zemi plat\u00ed jin\u00e1 pravidla. M\u00edt to \u201e\u0161patn\u011b\u201c neznamen\u00e1 jen opravit text, ale riskovat pokutu nebo sta\u017een\u00ed z&nbsp;trhu.<\/li>\n\n\n\n<li><strong>Odborn\u00e9 v\u00fdrazy mus\u00ed sed\u011bt na prvn\u00ed dobrou<\/strong><br>Lid\u00e9, kte\u0159\u00ed kupuj\u00ed dopl\u0148ky stravy, nejsou amat\u00e9\u0159i. Sleduj\u00ed slo\u017een\u00ed, hledaj\u00ed konkr\u00e9tn\u00ed \u00fa\u010dinky, porovn\u00e1vaj\u00ed. Kdy\u017e se v&nbsp;popisu objev\u00ed zav\u00e1d\u011bj\u00edc\u00ed term\u00edn nebo \u201edivn\u00fd\u201c v\u00fdraz, d\u016fv\u011bra jde rychle dol\u016f.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.presto.cz\/wp-content\/uploads\/2025\/06\/pexels-gabby-k-7411912-1024x683.jpg\" alt=\"\" class=\"wp-image-8105\" srcset=\"https:\/\/www.presto.cz\/wp-content\/uploads\/2025\/06\/pexels-gabby-k-7411912-1024x683.jpg 1024w, https:\/\/www.presto.cz\/wp-content\/uploads\/2025\/06\/pexels-gabby-k-7411912-300x200.jpg 300w, https:\/\/www.presto.cz\/wp-content\/uploads\/2025\/06\/pexels-gabby-k-7411912-768x512.jpg 768w, https:\/\/www.presto.cz\/wp-content\/uploads\/2025\/06\/pexels-gabby-k-7411912-1536x1024.jpg 1536w, https:\/\/www.presto.cz\/wp-content\/uploads\/2025\/06\/pexels-gabby-k-7411912-2048x1365.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Co funguje: re\u00e1ln\u00e9 p\u0159\u00edklady<\/strong><\/h3>\n\n\n\n<p><strong>Women\u2019s Best<\/strong> \u2013 zna\u010dka zam\u011b\u0159en\u00e1 na \u017eeny a&nbsp;fitness \u2013 lokalizovala sv\u016fj e-shop do arab\u0161tiny. Nep\u0159elo\u017eila jen texty, ale zm\u011bnila i&nbsp;vizu\u00e1ln\u00ed styl a&nbsp;t\u00f3n komunikace. V\u00fdsledek? Vy\u0161\u0161\u00ed n\u00e1v\u0161t\u011bvnost i&nbsp;tr\u017eby v&nbsp;cel\u00e9m regionu Bl\u00edzk\u00e9ho v\u00fdchodu.<\/p>\n\n\n\n<p><strong>Britsk\u00e1 zna\u010dka Feel<\/strong> c\u00edlila na N\u011bmecko a&nbsp;Nizozemsko. P\u0159elo\u017eili web, marketing i&nbsp;z\u00e1kaznick\u00fd servis, upravili terminologii podle lok\u00e1ln\u00edch v\u00fd\u017eivov\u00fdch pravidel \u2013 a&nbsp;z\u00e1kazn\u00edci si toho v\u0161imli. Pozitivn\u00ed reakce na sebe nenechaly \u010dekat.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>A jak do toho zapad\u00e1 PRESTO?<\/strong><\/h3>\n\n\n\n<p>U\u017e v\u00edc ne\u017e 35 let pom\u00e1h\u00e1me zna\u010dk\u00e1m prorazit na nov\u00fdch trz\u00edch. V\u00edme, \u017ee u&nbsp;zdrav\u00ed a&nbsp;v\u00fd\u017eivy nejde o&nbsp;\u201en\u011bco nav\u00edc\u201c, ale o&nbsp;nutnost, pokud chcete usp\u011bt. Co nab\u00edz\u00edme?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>P\u0159ekladatele, kte\u0159\u00ed v\u011bd\u00ed, co znamen\u00e1 <\/strong>&#8220;<strong>niacin&#8221; i&nbsp;&#8220;EFSA&#8221;<\/strong><br>Spolupracujeme s&nbsp;<a href=\"https:\/\/www.presto.cz\/cz\/preklady-medicina-a-farmacie\" data-type=\"link\" data-id=\"https:\/\/www.presto.cz\/cz\/preklady-medicina-a-farmacie\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>odborn\u00edky, kte\u0159\u00ed znaj\u00ed v\u00fd\u017eivovou terminologii<\/strong><\/a> a&nbsp;v\u011bd\u00ed, jak se li\u0161\u00ed p\u0159\u00edstup ke zdrav\u00ed mezi trhy. To je z\u00e1klad, bez kter\u00e9ho se d\u00e1l nepohneme.<\/li>\n\n\n\n<li><strong>Technologie, kter\u00e9 dr\u017e\u00ed krok s&nbsp;objemem i&nbsp;kvalitou<\/strong><br>CAT n\u00e1stroje, AI asistence a&nbsp;kontrola kvality v&nbsp;re\u00e1ln\u00e9m \u010dase. Ne proto, \u017ee to zn\u00ed dob\u0159e, ale proto\u017ee to \u0161et\u0159\u00ed \u010das, pen\u00edze a&nbsp;eliminuje chyby.<\/li>\n\n\n\n<li><strong>Znalost trh\u016f a&nbsp;legislativy<\/strong><br>Sledujeme zm\u011bny pravidel, p\u0159ekl\u00e1d\u00e1me i&nbsp;porovn\u00e1v\u00e1me. Pom\u016f\u017eeme v\u00e1m s&nbsp;obsahem, kter\u00fd projde p\u0159es kontrolu \u2013 a&nbsp;z\u00e1rove\u0148 bude d\u00e1vat smysl va\u0161im z\u00e1kazn\u00edk\u016fm.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Zkuste si n\u00e1s \u2013 bez rizika<\/strong><\/h2>\n\n\n\n<p>Zn\u00ed to dob\u0159e? Super. Ale ch\u00e1pu, \u017ee sliby nesta\u010d\u00ed. <strong>Po\u0161lete n\u00e1m popis jednoho z&nbsp;va\u0161ich dopl\u0148k\u016f a&nbsp;my v\u00e1m uk\u00e1\u017eeme, jak by mohla vypadat jeho lokalizace. <\/strong>R\u00e1di vyhotov\u00edme p\u0159eklad nap\u0159. etikety produktu (na v\u00fdb\u011br m\u00e1te ze 40 jazyk\u016f).&nbsp;Uvid\u00edte sami, co od n\u00e1s m\u016f\u017eete \u010dekat \u2013 a&nbsp;jestli v\u00e1m n\u00e1\u0161 styl sedne.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n<div class='fluentform ff-default fluentform_wrapper_1  ff_guten_block ff_guten_block-1 ffs_default_wrap'><form data-form_id=\"1\" id=\"fluentform_1\" class=\"frm-fluent-form fluent_form_1 ff-el-form-top ff_form_instance_1_1 ff-form-loading ffs_default\" data-form_instance=\"ff_form_instance_1_1\" method=\"POST\" ><fieldset  style=\"border: none!important;margin: 0!important;padding: 0!important;background-color: transparent!important;box-shadow: 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for='ff_1_names_middle_name_' id='label_ff_1_names_middle_name_' >Jm\u00e9no<\/label><\/div><div class='ff-el-input--content'><input type=\"text\" name=\"names[middle_name]\" id=\"ff_1_names_middle_name_\" class=\"ff-el-form-control\" placeholder=\"Jakub Nov\u00e1k\" aria-invalid=\"false\" aria-required=false><\/div><\/div><\/div><\/div><\/div><\/div><div class='ff-t-cell ff-t-column-2' style='flex-basis: 50%;'><div class='ff-el-group'><div class=\"ff-el-input--label asterisk-right\"><label for='ff_1_input_text' id='label_ff_1_input_text' aria-label=\"Firma\">Firma<\/label><\/div><div class='ff-el-input--content'><input type=\"text\" name=\"input_text\" class=\"ff-el-form-control\" placeholder=\"N\u00e1zev firmy s.r.o.\" data-name=\"input_text\" id=\"ff_1_input_text\"  aria-invalid=\"false\" aria-required=false><\/div><\/div><\/div><\/div><div data-name=\"ff_cn_id_2\"  class='ff-t-container ff-column-container ff_columns_total_2 '><div class='ff-t-cell ff-t-column-1' style='flex-basis: 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class=\"ff-el-input--label ff-el-is-required asterisk-right\"><label for='ff_1_message' id='label_ff_1_message' aria-label=\"Zpr\u00e1va\">Zpr\u00e1va<\/label><\/div><div class='ff-el-input--content'><textarea aria-required=\"true\" aria-labelledby=\"label_ff_1_message\" name=\"message\" id=\"ff_1_message\" class=\"ff-el-form-control\" placeholder=\"Text zpr\u00e1vy...\" rows=\"4\" cols=\"2\" data-name=\"message\" ><\/textarea><\/div><\/div><div class='ff-el-group ff-text-left ff_submit_btn_wrapper'><button type=\"submit\" class=\"ff-btn ff-btn-submit ff-btn-md btn--primary width--full ff_btn_no_style\"  aria-label=\"Odeslat\">Odeslat<\/button><\/div><\/fieldset><\/form><div id='fluentform_1_errors' class='ff-errors-in-stack ff_form_instance_1_1 ff-form-loading_errors ff_form_instance_1_1_errors'><\/div><\/div>            <script type=\"text\/javascript\">\n                window.fluent_form_ff_form_instance_1_1 = 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Je to zp\u016fsob, jak d\u00e1t va\u0161emu produktu hlas, kter\u00fd lid\u00e9 pochop\u00ed \u2013 a&nbsp;kter\u00e9mu uv\u011b\u0159\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dopl\u0148ky stravy. T\u00e9ma, kter\u00e9 se na prvn\u00ed pohled m\u016f\u017ee zd\u00e1t jednoduch\u00e9 \u2013 p\u0159elo\u017e\u00edme etiketu, popisek na e-shopu, hod\u00edme p\u00e1r kl\u00ed\u010dov\u00fdch slov do reklamy a&nbsp;jde se prod\u00e1vat. Jen\u017ee tak to \u00fapln\u011b nefunguje. Tedy pokud v\u00e1m nejde jen o&nbsp;kr\u00e1tkodob\u00fd zisk, ale o&nbsp;budov\u00e1n\u00ed zna\u010dky, d\u016fv\u011bry a&nbsp;dlouhodob\u00e9 m\u00edsto na zahrani\u010dn\u00edm trhu. Ve sv\u011bt\u011b v\u00fd\u017eivy, zdrav\u00ed a&nbsp;\u017eivotn\u00edho stylu dnes funguje [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":8108,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[162],"tags":[],"class_list":["post-8103","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lokalizace"],"meta_box":[],"_links":{"self":[{"href":"https:\/\/www.presto.cz\/cz\/wp-json\/wp\/v2\/posts\/8103","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.presto.cz\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.presto.cz\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.presto.cz\/cz\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.presto.cz\/cz\/wp-json\/wp\/v2\/comments?post=8103"}],"version-history":[{"count":8,"href":"https:\/\/www.presto.cz\/cz\/wp-json\/wp\/v2\/posts\/8103\/revisions"}],"predecessor-version":[{"id":8667,"href":"https:\/\/www.presto.cz\/cz\/wp-json\/wp\/v2\/posts\/8103\/revisions\/8667"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.presto.cz\/cz\/wp-json\/wp\/v2\/media\/8108"}],"wp:attachment":[{"href":"https:\/\/www.presto.cz\/cz\/wp-json\/wp\/v2\/media?parent=8103"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.presto.cz\/cz\/wp-json\/wp\/v2\/categories?post=8103"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.presto.cz\/cz\/wp-json\/wp\/v2\/tags?post=8103"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}