====== zhuānguì: 专柜 - Branded Counter, Shop-in-Shop, Concession ======
===== Quick Summary =====
  * **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.
===== Core Meaning =====
  * **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.
===== Character Breakdown =====
  * **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.
===== Cultural Context and Significance =====
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`).
===== Practical Usage in Modern China =====
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 Sentences =====
  * **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)`.
===== Nuances and Common Mistakes =====
  * **`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`.
===== Related Terms and Concepts =====
  * `[[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.