（雅思精讀）為什么直播女王薇婭帶貨能力這么強(qiáng)（上）

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*注：本文摘自6月4日《彭博商業(yè)周刊》

The Worlds Livestream Queen Can Sell Anything直播女王薇婭什么都能賣出去A millionaire at 34 and bigger than Sunday Night Football, Chinas star saleswoman Viya rules a $60 billion world of live online shopping.34歲的百萬(wàn)富翁薇婭統(tǒng)治著一個(gè)價(jià)值600億美元的在線購(gòu)物王國(guó)

1. Huang Wei can sell anything. For instance: In April, Huangknown professionally as Viyasold a rocket launch for around 40 million yuan ($5.6 million). The live, online shopping extravaganza the 34-year-old hosts most nights for her fans across China is part variety show, part infomercial, part group chat. Last month, she hit a record-high audience of more than 37 millionmore than the Game of Thrones finale, the Oscars or Sunday Night Football.

黃薇（薇婭本名）啥都能賣出去。今年四月，黃薇以4000萬(wàn)元(合560萬(wàn)美元)的價(jià)格賣出了一枚火箭。這位34歲的買了完成了一次火箭發(fā)射。黃薇今年34歲，很多個(gè)夜晚，她都為全國(guó)各地的粉絲帶來(lái)一場(chǎng)在線購(gòu)物盛宴。她的直播集綜藝，廣告合在線聊天于一體。上個(gè)月，她的直播觀眾達(dá)到3700萬(wàn)，比《權(quán)利的游戲》大結(jié)局，奧斯卡頒獎(jiǎng)典禮和《星期日橄欖球之夜》的觀眾多，創(chuàng)下了記錄。

2. Each night, Viyas audience places orders worth millions of dollarstypically for cosmetics, appliances, prepared foods or clothing, but shes also moved houses and cars. On Singles Day, Chinas biggest shopping event of the year, she did more than 3 billion yuan in sales. The spread of coronavirus, which put most Chinese people under stay-at-home orders, doubled her viewership.

每天晚上，薇婭都會(huì)賣出數(shù)百萬(wàn)的商品，主要是化妝品，電器，熟食和衣服，有時(shí)候她也賣房子和車子。光棍節(jié)是中國(guó)最大的購(gòu)物節(jié)，薇婭光棍節(jié)銷售額超過(guò)30億元。新冠病毒的傳播導(dǎo)致很多中國(guó)人只能待在家里，這也使得她的觀眾翻了一番。

3. In a world where we all shop almost exclusively from our couches, Viya is one vision of our collective future. Livestream shopping is a natural confluence of several current tech trendsstreaming, influencers, social, commerceand offers companies a new path to consumers hearts and wallets. Tesla, ProcterGamble and supermodel-turned-beauty-entrepreneur Miranda Kerr, among others, have turned to Viya to introduce them to the Chinese market. The queen of Chinas $60 billion ecosystem of live online shopping, Viya earned an estimated 30 million yuan in 2018, according to the most recent figures from Chinese e-commerce giant Alibaba.

在一個(gè)人們大多只在沙發(fā)上購(gòu)物的世界里，薇婭讓我們看到了我們未來(lái)的生活是什么樣子。直播購(gòu)物融合了流媒體，網(wǎng)絡(luò)紅人，社交和商業(yè)幾大技術(shù)趨勢(shì)，為企業(yè)提供了一條通向消費(fèi)者錢包和情感的道路。特斯拉(Tesla)、寶潔(ProcterGamble)和由超級(jí)名模轉(zhuǎn)型為美容企業(yè)家的米蘭達(dá)可兒(Miranda Kerr)等公司都找到薇婭，想通過(guò)她進(jìn)入中國(guó)市場(chǎng)。據(jù)中國(guó)電子商務(wù)巨頭阿里巴巴的最新數(shù)據(jù)顯示，中國(guó)在線購(gòu)物市場(chǎng)價(jià)值600億美元，薇婭2018年收入估計(jì)是3000萬(wàn)美元。

4. None of this bodes well for brick-and-mortar retail, already hobbled by online alternatives. The coronavirus pandemicand the ensuing economic downturnhave dropped sales and foot traffic off a cliff. Offline, non-grocery retail is expected to drop 20% this year, according to Forrester Research. J.C. Penney, J. Crew and Pier One Imports have already filed for bankruptcy protection. And with no vaccine in sight, does trying on clothes or testing lipstick at a cosmetics counter still have any of its pre-pandemic appeal?

實(shí)體零售業(yè)深受在線購(gòu)物的打擊，對(duì)于他們來(lái)說(shuō)，薇婭的高收入并不是什么好兆頭。新冠疫情以及隨之而來(lái)的經(jīng)濟(jì)衰退使銷售量和客流量急劇下降。根據(jù)弗雷斯特研究公司的數(shù)據(jù)，線下非食品店的零售額今年預(yù)計(jì)將下降20%。J.C. Penney、J. Crew和Pier One Imports已經(jīng)申請(qǐng)破產(chǎn)保護(hù)。疫苗什么時(shí)候研制成功還未可知，在這樣的情況下，在店里試穿衣服或測(cè)評(píng)口紅還能像新冠疫情之前那么吸引人嗎？

5. I position myself as someone who helps the customer make a decisionI need to think about their needs, said Viya, late one May night. She wore casual black pants and a white T-shirt with a Yankees baseball cap and long silver earrings, all items which had been for sale during that nights show. She dresses casually on purpose, she says, to create intimacy with viewers who are most likely home winding down.

薇婭在五月的一個(gè)深夜說(shuō)，我把自己當(dāng)成是幫助顧客做決定的人，我必須考慮他們的需求。她穿著黑色休閑褲搭著白色T恤，戴著洋基隊(duì)的棒球帽和耳朵上掛著長(zhǎng)長(zhǎng)的銀耳釘，所有這些都是當(dāng)晚直播的時(shí)候要出售的東西。她說(shuō)，她故意穿得很隨意，這樣就能與那些呆在家里放松的觀眾建立親密關(guān)系。

6. Specifically, my ambition is to offer everything my fans might need, she said. Doorbells, carpets, toothbrushes, furniture, mattresses, everything.

她說(shuō)，具體點(diǎn)說(shuō)，我的目標(biāo)就是為我的粉絲找到他們需要的所有東西，包括門鈴，地毯、牙刷、家具、床墊等。

7. E-commerce livestreaming, as its lovingly called by analysts, will already feel familiar to many in America and elsewhere; the latest stage in an evolution from infomercial pioneer Ron Popeil But wait, theres more, the Home Shopping Network, Oprahs Book Club, and Kim Kardashian. Amazons been experimenting with the concept for more than a year, most recently teaming up with Project Runway stars Heidi Klum and Tim Gunn for a spin-off and retail tie-in that will make the shows winning designs immediately available to buy. Facebook has been trying to get users to shop on its platform for years; in May, it announced a partnership with Shopify to help integrate buying there and on Instagram.

分析人士稱其為電子商務(wù)直播，這在美國(guó)等地早就已經(jīng)為人熟知了。從電視購(gòu)物先驅(qū)羅恩波皮爾等等！還有很多！到家庭購(gòu)物網(wǎng)，從奧普拉讀書俱樂(lè)部再到金卡戴珊，電子商務(wù)是從這些形式中發(fā)展而來(lái)的。亞馬遜對(duì)此已經(jīng)做了一年多的試驗(yàn)，最近，亞馬遜和亞馬遜已經(jīng)對(duì)這個(gè)概念進(jìn)行了一年多的試驗(yàn)，最近與《天橋驕子》的海蒂克拉姆以及蒂姆岡合作，進(jìn)行了分拆和零售捆綁，使該節(jié)目的獲獎(jiǎng)設(shè)計(jì)可以馬上出售。Facebook多年來(lái)一直試圖讓用戶在其平臺(tái)上購(gòu)物，今年5月，F(xiàn)acebook宣布與Shopify合作，幫助整合網(wǎng)上購(gòu)物和Instagram。

8. Influencers, livestreaming, smart phones, socialthose things are universal, said Benedict Evans, an independent analyst whos covered technology from Silicon Valley and London for 20 years. Its hard to predict in advance, but I struggle to say that influencers selling stuff online wouldnt work outside of China.

本尼迪克特埃文斯是一名獨(dú)立分析師，在硅谷和倫敦從事技術(shù)研究已有20年。他說(shuō)，網(wǎng)絡(luò)紅人、直播、智能手機(jī)、社交這些東西都是通用的。這很難提前預(yù)測(cè)，但我認(rèn)為，通過(guò)網(wǎng)紅帶貨在其他國(guó)家不一定行得通。

9. Nowhere is the potential of livestreaming more apparent than China, where the boom suggests livestream shopping can become a deeply embedded habit for consumers and an important tool for retailers. Western technology isnt quite there yet, with its bramble of offline stores, online markets, social media recommendations, payment processors and third-party portals. Alibabas technology, on the other hand, allows the audience to watch a live stream, chat with other viewers, and select and pay for a productall at the same time. Theres no friction between entertainment and buying, which is the whole point.

直播的潛力在中國(guó)表現(xiàn)得最為明顯。在中國(guó)，直播購(gòu)物的繁榮表明，直播購(gòu)物可以發(fā)展成為消費(fèi)者的一種消費(fèi)習(xí)慣，也能成為零售商的一件重要工具。西方的技術(shù)還沒(méi)有發(fā)展到這個(gè)階段，因?yàn)槲鞣接泻芏嚯x線商店、在線市場(chǎng)、社交媒體推薦、支付處理和第三方門戶網(wǎng)站。另一方面，阿里巴巴的技術(shù)可以讓觀眾在觀看直播的同時(shí)，和與其他觀眾聊天、選擇和購(gòu)買商品。娛樂(lè)和購(gòu)買之間沒(méi)有斷裂，這才是重點(diǎn)。

10. I cant miss Viyas shows, said Linda Qu, a 30-year-old tech worker in Hangzhou. After she puts her four-year-old son to bed, Qu lets Viyas livestream run on her smartphone while shes doing yoga or watching TV on the couch. Nearly every show, she clicks to buy. The FOMO keeps her coming back: What if theres something nice and I didnt get it? What a loss.

Linda Qu現(xiàn)年30歲，在杭州的科技行業(yè)工作，她說(shuō) 我不能錯(cuò)過(guò)薇婭的直播。在把四歲的兒子哄睡之后，她會(huì)一邊在沙發(fā)上做瑜伽或者看電視，一邊智能手機(jī)上看薇婭的直播。幾乎每一場(chǎng)直播她都會(huì)買東西，措施恐懼癥讓她不斷重復(fù)：如果有什么好東西我沒(méi)買到怎么辦？損失了一個(gè)億啊！

11. Thats the clincher for companies desperate to impress Chinas growing middle class, customers who have learned the hard way to be suspicious of counterfeits and knock-offs. China powered one-third of global consumption growth from 2010 to 2017, according to a report from McKinsey Global Institute, and that role is set to continue as the economy paces the pandemic recovery. And over the next 10 years, the growth in Chinese consumption is expected to equal that of the U.S. and Western Europe combined.

對(duì)于那些急于吸引中國(guó)日益壯大的中產(chǎn)階級(jí)的公司來(lái)說(shuō)，這是關(guān)鍵所在。中產(chǎn)消費(fèi)者已經(jīng)學(xué)會(huì)了如何辨識(shí)假冒偽劣產(chǎn)品。麥肯錫全球研究所的一份報(bào)告顯示，2010年至2017年，中國(guó)推動(dòng)了全球三分之一的消費(fèi)增長(zhǎng)，隨著中國(guó)疫情減輕，經(jīng)濟(jì)復(fù)蘇，中國(guó)經(jīng)濟(jì)還將繼續(xù)帶動(dòng)世界經(jīng)濟(jì)發(fā)展。未來(lái)10年，中國(guó)的消費(fèi)增長(zhǎng)預(yù)計(jì)將相當(dāng)于美國(guó)和西歐的總和。

12. Customers used to move slowly down the path from awareness to interest to purchase toideallyloyalty, said Helen Lu, spokesperson for the Greater China division of ProcterGamble. Working with the top livestreamers like Viya, the process gets much shorter, she said.

寶潔大中華區(qū)發(fā)言人Helen Lu說(shuō)，過(guò)去，消費(fèi)者從意識(shí)到興趣，從購(gòu)買到忠誠(chéng)的過(guò)程往往很很漫長(zhǎng)，她說(shuō):和薇婭這樣的頂級(jí)主播合作，這個(gè)過(guò)程會(huì)縮短很多。

13. Theres no friction between entertainment and buying, which is the whole point. Most nights, Viya streams from a small studio in her headquarters, a 10-story warehouse in the Chinese tech hub of Hangzhou. The show is only a sliver of a 500-person enterprise called Qianxun Group; it includes talent management for dozens of livestreamers, volume retail and supply chain management. Future plans include consulting and ad agency-type work for brands that want access to their audience, plus multimedia. The company plans to raise money from investors this month, take on a strategic partner by the end of the year and, by 2025 at the latest, list shares.

娛樂(lè)和購(gòu)買之間并沒(méi)有什么矛盾，這才是重點(diǎn)。大多數(shù)晚上，薇婭都會(huì)從她公司總部的一個(gè)小工作室里出來(lái)。她公司總部位于中國(guó)科技中心杭州，是一個(gè)10層高的大樓。薇婭來(lái)自杭州謙尋集團(tuán)，該公司有500多名員工，她的直播只是這家公司很小的一部分，公司還有數(shù)十名主播，以及主播管理，批量零售管理和供應(yīng)鏈管理等方面的人才。未來(lái)，公司計(jì)劃為那些想要接觸到受眾的品牌提供咨詢，廣告代理服務(wù)以及多媒體服務(wù)。該公司計(jì)劃本月籌集到資金，在年底之前找到一個(gè)戰(zhàn)略合作伙伴，最遲在2025年之前上市。

14. This year is the turning point for this industryI said so even before the coronavirus pandemic, said Qianxuns Chief Executive Officer Alves Huang, better known as Aoli. Hes Viyas stepbrother; her husband is the company chairman. But the pandemic has pushed many offline retailers online, and with many well-known people getting into the game, theres huge attention from everywhere.

謙尋CEO奧利說(shuō)，今年是直播行業(yè)的轉(zhuǎn)折之年這一點(diǎn)早在新冠疫情之前我就已經(jīng)說(shuō)過(guò)了。新冠疫情迫使很多零售轉(zhuǎn)向線上。越來(lái)越多的明星加入到這個(gè)行業(yè)中，引起了廣泛關(guān)注。 奧利是薇婭的繼兄，而薇婭的丈夫是公司董事長(zhǎng)。

15. His office is on the fourth floor, next to the meeting room where Viya and her team sift through products. The studios are on the fifth floor, but the latest innovationwhat can only be described as a private department storeis on the second and third floors. The footprint is more than 10,000 square meters, or about 1.5 soccer fields.

他的辦公室在四樓，就在薇婭和她的團(tuán)隊(duì)篩選產(chǎn)品的會(huì)議室旁邊。工作室在五樓，但最新的私人百貨商店在二樓和三樓。百貨商店占地1萬(wàn)多平方米，相當(dāng)于1.5個(gè)足球場(chǎng)。

16. Food and home goods are in one massive section, followed by clothes and accessories, separated by category: sunglasses, fashion bags, pearl accessories, sneakers, pajamas, jeans, lingerie, and so on. Theres a showcase for Korean products and another for Australia and New Zealand, with more to come. With bright, soft lights everywhere, streamers can go live from the aisles if they want to.

食品和家居用品是一個(gè)大板塊，其次是衣服和飾品，按類別分開(kāi):太陽(yáng)鏡、時(shí)尚包、珍珠飾品、運(yùn)動(dòng)鞋、睡衣、牛仔褲、內(nèi)衣等等。有一個(gè)韓國(guó)產(chǎn)品展示會(huì)，還有一個(gè)澳大利亞和新西蘭產(chǎn)品展示會(huì)，以后還會(huì)有更多產(chǎn)品。到處都有明亮柔和的燈光，如果主播愿意的話，可以直接在走道上就開(kāi)始直播。

17. Viya has enough star power to summon whatever she wants from companies eager to be featured on her show. The showroom serves a whole community of livestreamers, including the 40 or so under the companys managementwithin three years, theyll have 100, CEO Huang says. They all need a steady influx of products to feature, in part to prove they can drive sales. Brands pay for prominent placement on the Qianxun shelves, just like they do in offline stores.

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