“李佳琦们”直播“带货”成为电商平台购物新趋势 Game Changers of E-Commerce

1、Game Changers of E-Commerce“李佳琦们”直播“带货”成为电商平台购物新趋势LI JIAQI knows how to get an audiences attention. “All you girls! All you girls!” the 27- year-old shouts during his live-streaming marathon the Sunday evening ahead of this years Double Eleven Shopping Festival.Over the next six hours, Li presents a

2、 mix of products to his viewers, ranging fromfacial essences (精华)tovelvet (天鹅绒) pillows.Eachtime,hebrieflyintroducesthenewitem and then follows up with a directsalespitch(话术):“Buyitjustbuyit!Itlookssuper, super, supergood!”Lis live stream appears simple and low-budget compared with Taylor Swifts hea

3、dline show at the evening party. However, the online influencer probably had a greater impact on this years festival than the American pop star. More than 36 million people tuned in to watch Li sell his wares that evening. In the month leading up to the shopping festival, Lis promotion drove over on

4、e billion yuan in sales on Taobao Live.Companies have been using online influencers to promote products on Chinese e- commerce platforms for a few years now. In 2018, Taobao Live had a turnover (营业额) of over 100 billion yuan, a 400 percent increase over the previous year. The popularity has continue

5、d to grow over the past 12 months.The rise of commercial live streaming is partly based on convenience. Consumers canbuy any product during live streaming with just a couple of taps and swipes ( 刷 ). Withoutlivestreaming features, they may call off the purchase if an item description does not provid

6、eenough information.Women aged between 25 and 35 make up the majority of live stream viewers. They see the live-streamer as a powerful influencer as well as a peer they can trust. Buying pro based on the recommendations of those they have been following for some time is a choic have learned to trust

7、.When all else fails, nothing beats discounts. To attract a larger customer base, brsurprise viewers with limited-time discounts or cyda. Those tricks help topersuade consumers to shop through live streaming as they are guaranteed to buy product better deals.Despite that, several afs行为) have emerged

8、 recently in which were accusedofby promotinghimselfwasinvolved in an embarrassing incident. He attempted to fry an egg on a “nonstick pan” live stream, only to find the egg glued to the bottom of the pan.For now, there is yover how live-streamers should take responsibilityfor their broadcasts. Howe

9、ver, consumers are quick to make judgements. “I dont plan watching Lis live streams, but Ill check his recommendations and do my own research of making the purchase straightaway,” said an online consumer.（选自 Sciencemag）According to the article, which of the following statements about true?It is the

10、first e-commerce platform launched in China.It sold 20 billion yuan worth of product in 2017.It is targeted at middle-aged Chinese women.It has gained in popularity since last years Double Eleven.According to the article, why does live streaming work so well in selling aprod A.B.C.D. Because e-comme

11、rce platforms are strictly supervised by the government.Because detailed information about the product is provided during livestreaming. Because influencers are believed to make an honest evaluation of the product. Because consumers are usually able to buy the product at a lower price.What can we in

12、fer from thearticle?Li Jiaqi became an online influencer of international fame after this years DoubleEleven.Commercial live streaming has discouraged consumers from making impulsepurchases.Recent live-streaming gaffes might urge the government to pay more attention to e- commerceplatforms.Li Jiaqi

13、might have lost a large number of followers after he failed to promote aso-called nonstick pan.译文：岁的年轻人在今年双十一购物节之前的周日晚上的直播中大喊大叫。在接下来的六个小时中，李佳琪向观众展示了一系列产品，从面部精华到天鹅绒枕头。每次，他都会简要介绍新商品，然后跟着直接推销与晚宴上泰勒360010几年来，公司一直在使用在线影响者在中国电子商务平台上推广产品。 2018 年，100040012欢迎程度持续增长。商业实时流媒体的兴起部分是基于便利性。消费者只需轻点几下即可在直播期间购买任何产品。如果没有实时流功能，则如果商品说明不能提供足够的信息，他们可能会取消购买。直播观