zhuānguì: 专柜 - Branded Counter, Shop-in-Shop, Concession

• Keywords: zhuan gui, 专柜, Chinese counter, department store counter, branded counter in China, shop in shop, concession, what is a专柜, Lancome 专柜, cosmetics counter, luxury goods counter
• Summary: Discover the meaning of 专柜 (zhuānguì), a crucial term for anyone shopping in China. A 专柜 is a dedicated branded counter or “shop-in-shop” found within larger department stores, specializing in items like cosmetics, jewelry, and luxury goods. It represents authenticity, quality service, and a premium retail experience, making it the go-to place for guaranteed genuine products.

• Pinyin (with tone marks): zhuānguì
• Part of Speech: Noun
• HSK Level: HSK 5
• Concise Definition: A dedicated sales counter or section within a larger store, exclusively for a specific brand.
• In a Nutshell: Imagine walking into a high-end department store in Shanghai. The entire ground floor is a dazzling maze of brightly lit, elegant counters for brands like Dior, Estée Lauder, and Rolex. Each one of those individual brand spaces is a 专柜 (zhuānguì). It's more than just a shelf of products; it's a branded territory with its own dedicated, professionally trained staff, product testers, and exclusive promotions. For Chinese consumers, buying from a 专柜 is a guarantee of authenticity and a key part of the premium shopping experience.

• 专 (zhuān): This character means “specialized,” “dedicated,” or “exclusive.” Think of it as the “pro” in professional or the “special” in specialty. It points to something focused and singular in purpose.
• 柜 (guì): This character means “counter,” “cabinet,” or “cupboard.” The wood radical `木 (mù)` on the left signifies that it's a piece of furniture.
• Together, 专柜 (zhuānguì) literally translates to a “specialized counter.” The meaning is direct and transparent—a counter dedicated to a single, special purpose or brand.

In Chinese consumer culture, the 专柜 (zhuānguì) is more than just a point of sale; it's a bastion of trust. In a market where counterfeit goods (`假货 jiǎhuò`) can be a significant concern, the 专柜 is seen as the ultimate source for 正品 (zhèngpǐn), or genuine articles. Compared to the Western concept of a “brand counter” or “concession” (e.g., in Macy's or Harrods), the term 专柜 is used far more frequently in daily conversation and carries a heavier weight. A Chinese shopper wouldn't just say, “I'm going to the department store to buy lipstick.” They would more specifically say, “I'm going to the YSL 专柜.” This specificity highlights a shopping culture that is highly brand-conscious and places immense value on guaranteed authenticity, professional service (from the famous `柜姐 guìjiě`, or “counter sister”), and the overall premium experience, including receiving free samples (`小样 xiǎoyàng`).

The term 专柜 is used constantly in the context of shopping, especially for mid-to-high-end consumer goods.

• In Conversation: It's the default term for describing where one buys branded cosmetics, watches, bags, and jewelry. Friends will recommend specific 专柜 for better service or more generous samples.
• Online and Social Media: Users on platforms like Xiaohongshu (小红书) or Weibo (微博) will post product reviews and specify that they were purchased at a 专柜 to lend credibility and prove authenticity. They might compare the 专柜 price (`专柜价 zhuānguìjià`) with prices from other channels like `代购 (dàigòu)` (overseas personal shoppers) or duty-free shops.
• Connotation: The term is neutral to positive. It implies quality, authenticity, and often, a higher price point that is justified by the service and guarantee.

• Example 1:
  • 我想去专柜试一下这个新出的口红颜色。
  • Pinyin: Wǒ xiǎng qù zhuānguì shì yīxià zhège xīn chū de kǒuhóng yánsè.
  • English: I want to go to the brand counter to try on this newly released lipstick color.
  • Analysis: A very common, everyday use of the term. It shows the user's intent to test a product in person.
• Example 2:
  • 请问，SK-II的专柜在几楼？
  • Pinyin: Qǐngwèn, SK-II de zhuānguì zài jǐ lóu?
  • English: Excuse me, which floor is the SK-II counter on?
  • Analysis: A practical question you would ask an information desk in a department store.
• Example 3:
  • 专柜买的东西肯定是真的，比网上买的放心多了。
  • Pinyin: Zhuānguì mǎi de dōngxi kěndìng shì zhēn de, bǐ wǎngshàng mǎi de fàngxīn duō le.
  • English: Things bought at the official counter are definitely genuine; it's much more reassuring than buying online.
  • Analysis: This sentence perfectly captures the core cultural value of a 专柜—authenticity and peace of mind.
• Example 4:
  • 这个包的专柜价太贵了，我还是找个靠谱的代购吧。
  • Pinyin: Zhège bāo de zhuānguì jià tài guì le, wǒ háishì zhǎo ge kàopǔ de dàigòu ba.
  • English: The price of this bag at the brand counter is too expensive; I'd better find a reliable personal shopper.
  • Analysis: This illustrates the common trade-off consumers make between the high price of a 专柜 and the lower prices of other channels.
• Example 5:
  • 我朋友在一家化妆品专柜当销售员。
  • Pinyin: Wǒ péngyǒu zài yījiā huàzhuāngpǐn zhuānguì dāng xiāoshòuyuán.
  • English: My friend works as a salesperson at a cosmetics counter.
  • Analysis: Shows the term used to describe a place of employment.
• Example 6:
  • 这款限量版香水只有在旗舰店的专柜才能买到。
  • Pinyin: Zhè kuǎn xiànliàngbǎn xiāngshuǐ zhǐyǒu zài qíjiàndiàn de zhuānguì cáinéng mǎidào.
  • English: This limited-edition perfume can only be bought at the counter in the flagship store.
  • Analysis: Highlights the exclusivity associated with certain 专柜.
• Example 7:
  • 虽然免税店更便宜，但专柜送的小样也很多。
  • Pinyin: Suīrán miǎnshuìdiàn gèng piányi, dàn zhuānguì sòng de xiǎoyàng yě hěn duō.
  • English: Although the duty-free shop is cheaper, the brand counter gives a lot of free samples.
  • Analysis: This shows a nuanced comparison that experienced shoppers often make.
• Example 8:
  • 每次路过专柜，都会被那些漂亮的瓶子吸引。
  • Pinyin: Měi cì lùguò zhuānguì, dōu huì bèi nàxiē piàoliang de píngzi xīyǐn.
  • English: Every time I walk past the counters, I'm drawn in by all those beautiful bottles.
  • Analysis: This describes the visual appeal and atmosphere created by the 专柜.
• Example 9:
  • 这块手表有专柜的保修卡，你可以放心。
  • Pinyin: Zhè kuài shǒubiǎo yǒu zhuānguì de bǎoxiū kǎ, nǐ kěyǐ fàngxīn.
  • English: This watch comes with the official warranty card from the counter, so you can rest assured.
  • Analysis: Emphasizes the official after-sales service and guarantee that comes with a 专柜 purchase.
• Example 10:
  • 她是这里最有经验的专柜小姐，大家都叫她“王姐”。
  • Pinyin: Tā shì zhèlǐ zuì yǒu jīngyàn de zhuānguì xiǎojiě, dàjiā dōu jiào tā “Wáng jiě”.
  • English: She is the most experienced saleswoman at this counter; everyone calls her “Sister Wang”.
  • Analysis: Introduces the related colloquial term `专柜小姐 (zhuānguì xiǎojiě)` or `柜姐 (guìjiě)`.

• `专柜` (zhuānguì) vs. `专卖店` (zhuānmàidiàn): This is the most common point of confusion for learners.
  • `专柜` is a counter or “shop-in-shop” located inside another, larger store (usually a department store).
  • `专卖店 (zhuānmàidiàn)` is a standalone, independent store dedicated to one brand (a boutique or specialty store).
  • Incorrect Usage: “I'm going to the Chanel `专柜` on the street.” (A `专柜` is inside a bigger store, not on the street by itself).
  • Correct Usage: “I'm going to the Chanel `专柜` in the mall,” or “I'm going to the Chanel `专卖店` on the street.”
• `专柜` (zhuānguì) vs. `柜台` (guìtái):
  • `柜台 (guìtái)` is the general word for any kind of counter (a hotel check-in counter, a bank teller's counter, a supermarket checkout counter).
  • `专柜` is a specific type of `柜台`—one that is for a specific brand's sales. All `专柜` are `柜台`, but not all `柜台` are `专柜`.

• `专卖店 (zhuānmàidiàn)` - A standalone specialty store or boutique for a single brand; the next step up from a `专柜`.
• `柜姐 (guìjiě)` - A very common, informal term for a female sales associate at a `专柜`, literally “counter sister.”
• `正品 (zhèngpǐn)` - Genuine/authentic product; the main reason people choose to shop at a `专柜`.
• `假货 (jiǎhuò)` - Counterfeit/fake goods; what a `专柜` guarantees you will avoid.
• `小样 (xiǎoyàng)` - Sample-sized products, a major perk of shopping at cosmetics `专柜`.
• `代购 (dàigòu)` - A personal shopping agent, often used as a cheaper alternative to buying from a domestic `专柜`.
• `百货公司 (bǎihuò gōngsī)` - Department store, the typical home for dozens of `专柜`.
• `旗舰店 (qíjiàndiàn)` - Flagship store, a brand's most important and often largest retail store, which can be a `专卖店` or contain a large `专柜`.
• `柜台 (guìtái)` - The general term for a counter, of which `专柜` is a specific type.
• `专柜价 (zhuānguìjià)` - The official retail price at a `专柜`, often used as a benchmark for comparison.