vietnamese-business-comms

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English

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Translation

Chinese

Vietnamese marketing and sales copy (vi-VN)

越南语营销与销售文案（vi-VN）

Campaign and outbound copy fails in two directions at once. It fails commercially by reading as a mass mailing — wrong pronoun, translated CTA, formal vocabulary where the market uses loanwords. And it fails legally, because Vietnamese advertising law regulates ordinary marketing enthusiasm: unproven superlatives, discounts over 50%, messages sent outside the legal window, and, from 01/01/2026, undisclosed influencer content.

Both failures are invisible to a fluency check. Every rule below exists to stop a specific one.

营销与 outbound文案往往会在两个层面失效：一是商业层面——读起来像群发邮件，称呼错误、CTA翻译生硬、使用正式词汇而市场通用外来词；二是合规层面，因为越南广告法规对常规营销宣传有明确约束：未经证实的最高级表述、折扣超过50%、在法定时间外发送信息，以及自2026年1月1日起，未披露的网红推广内容。

这两类问题无法通过语言流利度检查发现。以下每条规则都是为了避免特定的失效场景。

Step 1 — The channel picks the register, not the brand

步骤1：由渠道决定语体，而非品牌

Vietnamese has no neutral "you", and in this skill the choice is made by where the message lands rather than by the brand's usual voice.

Channel or genre	Register	Address
Zalo ZNS/ZBS template	`zns`	`Quý khách` — even for a brand that says `bạn` everywhere else
B2B cold email, quote, proposal, dunning	`b2b`	`anh/chị` , self as `em` or `tôi`
E-commerce, social, ads, push	`saas`	`bạn`
Mid-market services, consulting	`consult`	`anh/chị`
Press release	`press`	Institutional third person, `Quý vị` if anyone
Livestream script	`livestream`	`cả nhà` , `mọi người` — spoken register

bạn
in B2B outreach is the single clearest tell of an automated send. No Vietnamese salesperson opens a cold email with

Chào bạn

Who you are in the sentence —

em

versus

tôi

, and why age outranks job title — references/b2b-xung-ho.md. The shared pronoun matrix: references/register-matrix.md.

越南语中没有中性的“你”，在本技能中，称呼的选择取决于信息触达的渠道，而非品牌常用的语气。

渠道或类型	语体标识	称呼方式
Zalo ZNS/ZBS模板	`zns`	`Quý khách` （尊敬的客户）——即使品牌其他场景都用 `bạn`
B2B开发信、报价单、提案、催款通知	`b2b`	对方用 `anh/chị` ，自称用 `em` 或 `tôi`
电商、社交平台、广告、推送通知	`saas`	`bạn`
中端市场服务、咨询	`consult`	`anh/chị`
新闻稿	`press`	第三人称正式表述，如需称呼用 `Quý vị`
直播脚本	`livestream`	`cả nhà` 、 `mọi người` ——口语语体

B2B开发信中使用
bạn
是最明显的自动化群发标识。没有越南销售人员会用
Chào bạn
作为开发信的开头。

关于句子中的自称——

em

与

tôi

的区别，以及为何年龄优先级高于职位——详见**references/b2b-xung-ho.md。共享的称呼矩阵详见references/register-matrix.md**。

Step 2 — Core rules (non-negotiable, no file hop needed)

步骤2：核心规则（无协商余地，无需跳转文件）

Never
bạn
or
mình
in B2B outreach, a quote, or a dunning notice.
```
anh/chị
```
for them;
```
em
```
if you are plausibly junior,
```
tôi
```
otherwise.
Open with courtesy, not with the pitch. Vietnamese cold outreach puts a line of context before the ask. An English-style first-line value proposition reads rude.
Never write
nhất
,
số 1
,
duy nhất
,
hàng đầu
,
bán chạy nhất
as an unproven claim. Illegal under Điều 8 khoản 11 Luật Quảng cáo 16/2012/QH13, with current fines.
```
bán chạy nhất
```
is a ranking claim like any other.
A discount over 50% needs a registered
chương trình khuyến mại tập trung
. NĐ 81/2018 as amended by NĐ 128/2024. A headline number over 50 is a compliance question.
No marketing content in a transactional Zalo template. It gets the template rejected. ZNS/ZBS bodies cap at 400 characters có dấu.
Advertising messages need prior opt-in, a working opt-out, and the legal window — SMS 07:00–22:00, calls 08:00–17:00, ≤3 SMS and ≤1 call per number per 24h.
Use market vocabulary, not formal translations.
```
Freeship
```
,
```
Deal
```
,
```
Voucher
```
,
```
Mua ngay
```
.
```
Học thêm
```
means take extra classes and is never a CTA.
Never name a competitor in a comparison, and never use a person's image, name, or words without consent.

B2B开发信、报价单或催款通知中绝对禁止使用
bạn
或
mình
。称呼对方用
```
anh/chị
```
；若你看起来资历较浅，自称用
```
em
```
，否则用
```
tôi
```
。
以礼貌开场，而非直接推销。 越南开发信会在提出请求前先写一句背景介绍。英文风格的首行价值主张会显得粗鲁。
绝对不能将
nhất
、
số 1
、
duy nhất
、
hàng đầu
、
bán chạy nhất
作为未经证实的表述。根据《2012年第16/QH13号广告法》第8条第11款，此类表述属违法，会面临现行罚款。
```
bán chạy nhất
```
和其他排名类表述性质相同。
折扣超过50%需注册
chương trình khuyến mại tập trung
（集中促销活动）。依据经2024年第128/NĐ号修正案修订的2018年第81/NĐ号规定。标题折扣超过50%属于合规问题。
交易类Zalo模板中不得包含营销内容。 否则模板会被驳回。ZNS/ZBS正文上限为400个带声调字符。
广告信息需事先获得用户许可、提供有效的退订渠道，并遵守法定发送时间窗口——短信：07:00–22:00，电话：08:00–17:00，每24小时内每个号码最多发送3条短信、拨打1次电话。
使用市场通用词汇，而非正式翻译。 例如
```
Freeship
```
、
```
Deal
```
、
```
Voucher
```
、
```
Mua ngay
```
。
```
Học thêm
```
意为“参加额外课程”，绝不能用作CTA。
比较类文案中不得提及竞争对手，未经许可不得使用他人肖像、姓名或言论。

Step 3 — Look up the conventional wording

步骤3：查阅通用措辞

Calques with settled native equivalents (

trích dẫn

→

báo giá

theo lên

→

theo dõi

lời chào tốt nhất

→

Trân trọng

), the e-commerce vocabulary the market actually uses, sales artifact names, and CTAs by register:

references/glossary.md — machine-readable, so every row is a lint rule.

Phrases that mark a mass mailing, plus the health and outcome claims that are never permissible: references/banned-phrases.md.

已有固定母语对应译法的直译词（如

trích dẫn

→

báo giá

、

theo lên

→

theo dõi

、

lời chào tốt nhất

→

Trân trọng

）、市场实际使用的电商词汇、销售文件名称及不同语体的CTA：

references/glossary.md——机器可读，每一行都是一条校验规则。

暴露群发邮件特征的表述，以及绝对不允许使用的健康类和成果类宣称：references/banned-phrases.md。

Step 4 — Respect the channel's mechanics

步骤4：遵循渠道机制

Each channel imposes hard limits that copy has to be written into, not trimmed to afterwards: the ZNS 400-character cap and transactional/promotional split, marketplace title conventions (no ALL-CAPS, no emoji), SMS at 70 characters per segment once diacritics force UCS-2, email subject truncation, emoji density, and the livestream spoken register.

references/channel-guide.md

每个渠道都有硬性限制，文案需适配这些限制，而非事后删减：ZNS的400字符上限及交易/促销内容区分、电商平台标题规范（不得全大写、不得使用表情符号）、带声调字符强制使用UCS-2编码后短信按每段70字符计算、邮件主题截断规则、表情符号密度要求、直播口语语体等。

references/channel-guide.md

Step 5 — Get the campaign legally clean

步骤5：确保营销活动合规

The 50% ceiling and its

<!-- khuyen-mai-tap-trung: ... -->

exemption, anti-spam windows, the KOL/KOC disclosure duty new from 01/01/2026, comparative-advertising limits, and sector pre-approval for health and supplement claims:

references/promo-law.md — and references/compliance.md for the cross-cutting citations shared with every Vietnamese skill.

Financial promotion —

cam kết lợi nhuận

lãi suất 0%

, investment products — is not handled here. Route it to

vietnamese-finance-copy

and to legal review.

50%折扣上限及其

<!-- khuyen-mai-tap-trung: ... -->

豁免规则、反垃圾邮件时间窗口、2026年1月1日起新增的KOL/KOC披露义务、比较广告限制，以及健康和保健品宣称的行业预审批要求：

references/promo-law.md——以及**references/compliance.md**，包含与所有越南语技能共享的交叉引用法规。

金融类宣传——如

cam kết lợi nhuận

（承诺收益）、

lãi suất 0%

（0%利率）、投资产品——不在本技能处理范围内。请转至

vietnamese-finance-copy

并提交法律审核。

Step 6 — Format numbers, dates, and prices correctly

步骤6：正确格式化数字、日期和价格

VND groups with periods and decimalizes with commas:

2.500.000 ₫

. Prose uses

2,5 tỷ

and

35 triệu

, tables use grouped digits, and the two are never mixed in one context. Dates are

dd/MM/yyyy

. Phones are

0xxx xxx xxx

+84

with the trunk zero dropped.

references/locale-formatting.md, plus references/unicode-and-tone.md for NFC and the tone-mark consistency rule.

越南盾（VND）用句号分隔千位，逗号分隔小数：

2.500.000 ₫

。书面文本中使用

2,5 tỷ

和

35 triệu

，表格中使用分组数字，同一语境下不得混用两种格式。日期格式为

dd/MM/yyyy

。电话号码格式为

0xxx xxx xxx

或去掉首位零的

+84

格式。

references/locale-formatting.md，以及**references/unicode-and-tone.md**，包含NFC编码及声调一致性规则。

Step 7 — Validate, fix, then ship

步骤7：验证、修正后发布

Run the validator immediately after writing. If it reports errors, fix them and run again. Only present the copy once it passes.

bash

python scripts/validate_copy.py campaign.md --register saas
python scripts/validate_copy.py outreach.md --doctype cold-outreach --register b2b
python scripts/validate_copy.py template.txt --doctype zns-transactional
python scripts/validate_copy.py title.txt --doctype marketplace-title

--doctype
is what turns on the structural rules, and they stay silent without it:
```
zns
```
,
```
zns-transactional
```
,
```
marketplace-title
```
,
```
cold-outreach
```
,
```
bao-gia
```
,
```
dunning
```
,
```
bulk-message
```
,
```
promo
```
.
```
--list-rules
```
prints everything this skill can emit.

--register zns|b2b|press|livestream|saas|consult|…

enables

PRO002

Exit
```
0
```
= clean or warnings only. Exit
```
1
```
= errors that must be fixed.
```
--json
```
for machine-readable findings;
```
--strict
```
to fail on warnings too.
```
--fix
```
rewrites NFC violations in place; every other rule is a human judgement call.

Two annotations suppress a legal warning where the paperwork genuinely exists. Neither creates the paperwork:

markdown

Thương hiệu số 1 Việt Nam <!-- proof: Khảo sát Nielsen VN 2026, chứng chỉ 123/NS -->
Giảm đến 90% <!-- khuyen-mai-tap-trung: QĐ 123/SCT ngày 01/06/2026 -->

撰写完成后立即运行验证工具。若报告错误，修正后再次运行。仅当文案通过验证后再提交。

bash

python scripts/validate_copy.py campaign.md --register saas
python scripts/validate_copy.py outreach.md --doctype cold-outreach --register b2b
python scripts/validate_copy.py template.txt --doctype zns-transactional
python scripts/validate_copy.py title.txt --doctype marketplace-title

--doctype
用于启用结构规则，若不添加则规则不会生效：可选值包括
```
zns
```
、
```
zns-transactional
```
、
```
marketplace-title
```
、
```
cold-outreach
```
、
```
bao-gia
```
、
```
dunning
```
、
```
bulk-message
```
、
```
promo
```
。使用
```
--list-rules
```
可查看本技能支持的所有规则。

--register zns|b2b|press|livestream|saas|consult|…

用于启用

PRO002

规则。

退出码
```
0
```
表示合规或仅存在警告。退出码
```
1
```
表示存在必须修正的错误。
使用
```
--json
```
可获取机器可读的检查结果；使用
```
--strict
```
可将警告视为错误。
使用
```
--fix
```
可直接修正NFC编码违规；其他所有规则需人工判断。

以下两种注释可在确有相关文件的情况下屏蔽合规警告，但注释本身不能替代实际文件：

markdown

Thương hiệu số 1 Việt Nam <!-- proof: Khảo sát Nielsen VN 2026, chứng chỉ 123/NS -->
Giảm đến 90% <!-- khuyen-mai-tap-trung: QĐ 123/SCT ngày 01/06/2026 -->

Step 8 — Learn from the worked pairs, then hand it to a human

步骤8：参考示例，再交由人工审核

references/examples.md — read the bad→good corpus before writing anything long.

Then run the checklist. The linter cannot tell you whether the xưng hô fits this particular recipient, whether a KOL actually used the product, whether an opt-in genuinely exists, or whether a

<!-- proof: -->

annotation has anything behind it. Those are the four checks that matter most: references/qa-checklist.md

references/examples.md——撰写长篇文案前，请先阅读反面示例→正面示例的语料库。

然后运行检查清单。校验工具无法判断称呼是否适配特定收件人、KOL是否真的使用过产品、是否真的获得用户许可，或

<!-- proof: -->

注释是否有实际文件支撑。这四项是最重要的检查内容：references/qa-checklist.md