【外刊英语精读】直播助力双十一 | Singles Day shopping and livestreaming

Brands, consumers, sales ride livestreaming wave直播助力双十一：品牌、消费者和销售的狂欢Competition in China's booming livestreamed e-commerce intensified during this year's Singles Day shopping carnival as an increasing number of brands flocked to the segment, which operates mainly via livestreams on short-video platforms such as Douyin and Kuaishou as well as regular online marketplaces such as Taobao, Tmall, Pinduoduo and JD.今年的双十一购物狂欢节见证了愈演愈烈的直播电商中的竞争，更多品牌涌入直播领域，主要通过抖音、快手等短视频平台以及淘宝、天猫拼多多和京东等常规网络购物平台进行销售。I logged in to the livestreamed sales show of Li Jiaqi, a top livestreaming host known as "lipstick king" on Taobao Live, Alibaba's livestreaming platform, at around 9 pm on Oct 24.10月24日大约晚上九点钟，我进入了顶级直播主“口红一哥”李佳琦在淘宝直播上的直播间。In my role as a consumer, I was rational this time and thought twice before placing orders for modern essentials like skincare and cosmetics products.作为消费者，这次我理性消费，在下单购买一些护肤和美妆等现代人必需品时，选择三思而后行。On the first day of the presales, Li generated 460 million views in his nearly 10-hour livestreaming marathon. However, Li didn't disclose the sales revenue from the session.在预售第一天，李佳琦长达10小时的直播中获得了4.6亿观看量，尽管他并没有透露这场直播的销售收入。According to Alibaba, consumers increasingly prefer snatching up bargains on livestreams, with the number of viewers on Taobao Live up 600 percent year-on-year in the first hour of the Double Eleven promotion, which kicked off at 8 pm on Oct 31.根据阿里巴巴的数据，消费者愈加喜欢在直播中抢获福利，在10月31日下午八点开始的双十一促销中，首小时淘宝直播观看量较去年同比增长600%。Livestreamed e-commerce remains attractive to most Chinese consumers, with one-third of viewers expecting over 25 percent of their Double Eleven spending to occur through livestreaming, according to a pre-gala report from global consulting firm AlixPartners.直播电商对大部分中国消费者仍然具有吸引力，有三分之一的观众预计在其双十一消费中，直播消费占超过25%，根据全球咨询公司艾睿铂的节前报告。While Taobao remains the leading livestreaming platform, with 73 percent of livestreaming watchers saying they will go to Taobao for livestreams, TikTok is catching up aggressively. Some 58 percent of respondents who planned to participate in livestreaming said before the festival that they will use the short-video platform, up from 38 percent last year, the report said.尽管淘宝仍然是领先的直播平台（有73%的直播观众表示在淘宝收看直播），抖音正迎头赶上。根据报告内容，有大约58%的打算参与直播购物的受访者在双十一购物节之前表示将使用短视频平台购物，比去年增长20%。This 11-11, Taobao stepped up efforts to look for online celebrities to promote sales and entice a more diversified customer base via livestreaming.在今年的双十一中，淘宝加大力度，通过网红促销，并通过直播吸引更多样的顾客群体。Chinese entrepreneur Luo Yonghao, also an online key opinion leader on short-video platform Douyin, China's version of TikTok, started a livestreaming session on Taobao Live at 6 pm on Oct 24.中国企业家、抖音短视频平台意见领袖罗永浩，在10月24日下午6点在淘宝直播上开始了一场直播。Luo peddled a variety of products like household appliances, mobile phones, computers, foods and beverages, wine and healthcare products, attracting 5.5 million viewers in just an hour, a figure that surpassed 10 million by 8 pm.罗永浩带货品类涉及到家用电器、手机、电脑、饮食、酒和保健产品，短短一小时内吸引550万观看，下午八点超过1000万。In the run-up to the festival, Mo Daiqing, a senior analyst at the Internet Economy Institute (IEI), said online retailers should make strategic adjustments to reduce their over-dependence on top livestreaming anchors and support new anchors. More established brands are aggressively moving toward starting their own livestreaming activities, he said.在购物节到来之际，网经社电子商务研究中心高级分析师莫岱青表示线上零售商应进行战略调整，减少对大热直播主的过度依赖，并支持新的主播。一些更为成熟的品牌正大力开展自己的直播活动，他表示。Livestreaming with virtual influencers has also emerged as a trend. Global consultancy Forrester said more business-to-consumer or B2C brands are leveraging virtual influencers to attract digital-savvy and novelty-seeking young consumers, as they cost much less than human talent while also reducing exposure to risks like celebrity scandals.虚拟网红直播也正成为潮流，全球咨询公司佛瑞斯特表示更多的商家对客户品牌正利用虚拟网红主播来吸引技术宅和标新立异的年轻消费者，因为他们比人类主播成本低，同时也降低了明星塌房的风险。前往小宇宙评论区与主播互动