experience时事命题阅读理解：“李佳琦们”直播“带货”成为电商平台购物新趋势 Game Changers of E-Commerce

2021年1月21日发(作者：青云翻译)
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 audience’s attention. “All you girls! All you
girls!”
the
27-year-old
shouts
during
his
live-streaming
marathon
the
Sunday
evening ahead of this year’s Double Eleven Shopping Festival.

Over the next six hours, Li presents a mix of products to his viewers, ranging
from facial essences
(
精华
)
to velvet
(
天鹅绒
)
pillows. Each time, he briefly
introduces the new item and then follows up with a direct sales pitch

(
话术
)
:
“Buy it — just buy it! It looks super, super, super good!”

Li’s
live
stream
appears
simple
and
low-budget
compared
with
Taylor
Swift’s
headline
show
at
the
evening
party.
However,
the
online
influencer
probably had a greater impact on this year’s 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,
Li’s
promotion
drove
over
one
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 continued to grow over the past 12 months.

The
rise
of
commercial
live
streaming
is
partly
based
on
convenience.
Consumers can buy any product during live streaming with just a couple of taps
and swipes (
刷
). Without live streaming features, they may call off the purchase
if an item description does not provide enough 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 products based on the recommendations of those they have been following
for some time is a choice they have learned to trust.

When all else fails, nothing beats discounts. To attract a larger customer base,
brands will surprise viewers with limited-time discounts or lucky draws
(
幸运抽
奖
)
. Those tricks help to persuade consumers to shop through live streaming as
they are guaranteed to buy products with better deals.

Despite that, several gaffes

(
失态行为
)
have emerged recently in which
live-streamers
were
accused
of
misleading
consumers
by
promoting
overrated
products. Li himself was involved in an embarrassing incident. He attempted to
fry an egg on a “nonstick pan” during a live stream, only to find the egg glued to
the bottom of the pan.

For now, there is ambiguity
(
不明确
)
over how live-streamers should take
responsibility
for
their
broadcasts.
However,
consumers
are
quick
to
make
judgements. “I don’t plan to stop watching Li’s live streams, but I’ll check his
recommendations
and
do
my
own
research
instead
of
making
the
purchase
straightaway,” said an online consumer.

（选自
Sciencemag
）


1. According
to
the
article,
which
of
the
following
statements
about
Taobao Live

is true?

A. It is the first e-commerce platform launched in China.

B. It sold 20 billion yuan worth of product in 2017.

C. It is targeted at middle-aged Chinese women.

D. It has gained in popularity since last year’s Double Eleven.

2. According
to
the
article,
why
does
live
streaming
work
so
well
in
selling a product?

A.
①②③

B.
①②④

C.
①③④

D.
②③④

①

Because e-commerce platforms are strictly supervised by the government.

②
Because
detailed
information
about
the
product
is
provided
during
livestreaming.

③

Because
influencers
are
believed to
make
an honest
evaluation of the
product.

④

Because consumers are usually able to buy the product at a lower price.

3. What can we infer from the article?

A. Li Jiaqi became an online influencer of international fame after this year’s
Double Eleven.

B.
Commercial
live
streaming
has
discouraged
consumers
from
making
impulse purchases.

C.
Recent
live- streaming
gaffes
might
urge
the
government
to
pay
more
attention to e-commerce platforms.

D. Li Jiaqi might have lost a large number of followers after he failed to
promote a so- called nonstick pan.