2024考研英语同源外刊12月:直播带货
Blending entertainment with instant purchasing, live commerce offers retailers, brands, and digital platforms a new channel with enormous scope for creating value.The arrival of Alibaba’s Taobao Live in May 2016 marked the opening of a new chapter in sales. The Chinese retail giant had pioneered a powerful new approach: linking up an online livestream broadcast with an e-commerce store to allow viewers to watch and shop at the same time.
将娱乐与即时购买相结合，直播商业为零售商、品牌和数字平台提供了一个具有巨大价值创造空间的新渠道。2016年5月阿里巴巴淘宝直播的到来标志着销售新篇章的开启。这家中国零售巨头开创了一种强大的新方法：将在线直播与电子商务商店连接起来，让观众可以同时观看和购物。
Live commerce quickly established itself as a fixture in sales campaigns for Singles’ Day—a major shopping event in China—and, more broadly, as a reliable digital tool for boosting customer engagement and sales. In 2020, the first 30 minutes of Alibaba’s Singles’ Day presales campaign on Taobao Live generated an impressive $7.5 billion in total transaction value. Welcome to the next wave of the e-commerce revolution.
直播商务很快成为光棍节销售活动的固定项目，光棍节是中国的一项重大购物活动，更广泛地说，它是客户参与度和销售额的可靠数字工具。2020年，阿里巴巴在淘宝直播上的光棍节预售活动的前30分钟就创造了令人印象深刻的75亿美元总交易价值。欢迎来到下一波电子商务革命。
Live commerce combines instant purchasing of a featured product and audience participation through a chat function or reaction buttons. In China, live commerce has transformed the retail industry and established itself as a major sales channel in less than five years. In a 2020 survey, two-thirds of Chinese consumers said they had bought products via livestream in the past year.
现场商务结合了特色产品的即时购买和观众通过聊天功能或反应按钮的参与。在中国，直播商业在不到五年的时间里改变了零售业，并成为主要的销售渠道。在2020年的一项调查中，三分之二的中国消费者表示，他们在过去一年中通过直播购买了产品。
While retailers overall in the West are still behind China in the pursuit of live commerce, early movers are also starting to rack up significant sales.
尽管西方零售商在追求直播商业方面仍落后于中国，但早期的零售商也开始获得可观的销售额。
How exactly this new channel will develop remains to be seen. What is clear is that it holds enormous long-term potential for brands and e-commerce platforms alike. If China’s experience is any guide, our analysis indicates that live-commerce-initiated sales could account for as much as 10 to 20 percent of all e-commerce by 2026.
这个新渠道究竟会如何发展还有待观察。显而易见的是，它对品牌和电子商务平台都具有巨大的长期潜力。如果中国的经验可以作为指导的话，我们的分析表明，到2026年，直播商业发起的销售额可能占所有电子商务的10%至20%。
Live commerce can help brands, retailers, and marketplaces primarily in two areas:
直播商业可以帮助品牌、零售商和市场主要在两个领域：
Accelerating conversion. Live commerce is entertaining and immersive, keeping viewers watching longer. It also telescopes customer decision journeys from awareness to purchase. Time-limited tactics such as one-off coupons can be used to generate a sense of urgency. Companies report conversion rates approaching 30 percent—up to ten times higher than in conventional e-commerce.
加速转化。现场商业具有娱乐性和沉浸感，让观众观看的时间更长。它还将客户从意识到购买的决策过程放大。可以使用一次性优惠券等限时策略来产生紧迫感。公司报告称，转化率接近30%，比传统电子商务高出十倍。
Improving brand appeal and differentiation. Done well, live commerce increases a brand’s appeal and distinctiveness and pulls in additional web traffic. It can strengthen positioning among existing customers and attract new ones, especially young people keen on innovative shopping formats and experiences. Some companies are seeing their share of younger audiences increase by up to 20 percent.
品牌吸引力和差异化。如果做得好，直播商业会增加品牌的吸引力和独特性，并吸引额外的网络流量。它可以加强现有客户的定位，吸引新客户，尤其是热衷于创新购物模式和体验的年轻人。一些公司在年轻受众中所占的份额增加了20%。
Live commerce has evolved rapidly in China, taking less than five years to develop into an innovative sales channel with an estimated penetration of 10 percent. The value of China’s live-commerce market grew at a compound annual growth rate (CAGR) of more than 280 percent between 2017 and 2020, to reach an estimated $171 billion in 2020. This growth spurt has been intensified by the COVID-19 pandemic, and Chinese sales are expected to reach $423 billion by 2022.
直播商务在中国发展迅速，不到五年的时间就发展成为一种创新的销售渠道，预计渗透率达到10%。2017年至2020年间，中国直播商业市场的价值以超过280%的复合年增长率增长，预计2020年将达到1710亿美元。新冠肺炎疫情加剧了这一增长势头，预计到2022年，中国销售额将达到4230亿美元。
The product categories most often showcased in live commerce are apparel and fashion, with a 36 percent share, followed by beauty products and food, with roughly 7 percent each. Consumer electronics account for some 5 percent, and furnishing and home decor for almost 4 percent.
直播商业中最常展示的产品类别是服装和时尚，占36%，其次是美容产品和食品，各占7%左右。消费电子产品约占5%，家具和家居装饰几乎占4%。
综上是“2024考研英语同源外刊12月:直播带货”，希望对备战2024考研考生们有所帮助!让我们乘风破浪，终抵彼岸，考研加油!
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