It has many possible translations depending on what you mean by it.
In our context, "to go straight ahead", "to rush", "to charge" are the most accurate because it means to attack straight forward.
https://www.mdbg.net/chinese/dictionary?page=worddict&wdrst=0&wdqb=冲
Of course, in Chinese, words are made by combining characters of individual meanings, and in this way we come up with words like
冲击 meaning "to attack", being a combination of
chung and another character meaning "to hit". Also
冲进 meaning "to charge in", combing
chung with "to advance"/"to enter".
So, if you don't like "rush" you could say "charge" or "attack", and they'd both give the correct meaning or idea.
I tend to say rush because the character often has to do with water, like how water dashes against rocks, or to "flush" the toilet in Chinese you "
chung" the water. But in our context, maybe charge or just attack would be most clear and accurate.
You even hear "straight blast" for
jik-chung, or "blast straight" (verb), not meaning with chain punches necessarily, but forwarding force as opposed to staying out messing with their arms.