2021.12.09
黃駿竺
難度：CSE9
課程導(dǎo)讀
本周，阿里傳出電商板塊重組、淘寶換帥的消息，一時間眾說紛紜。近兩年，抖音、快手等短視頻平臺紛紛推出直播帶貨業(yè)務(wù)，對淘寶造成了巨大沖擊。據(jù)多家媒體分析，這種新形勢正是此次阿里重新整合電商板塊的原因之一。阿里是否還面臨著其他問題？短視頻平臺又是如何吸引到消費者的？一起來聽今天的講解。
本文封面圖片來自The New York Times，如有版權(quán)問題，請聯(lián)系刪除。
本篇課程首發(fā)于2021年12月9日
英文原文
Alibaba challenged as TikTok generation starts shopping on short video apps
By Eleanor Olcott
With his sharp suits, oiled hair and slick sales patter, Dong Wenming sells gold necklaces and diamond rings to his 18m fans every day, straight through Douyin, China's version of TikTok.
Increasingly, Chinese users of the video app find live shopping broadcasts from internet celebrities such as Dong sandwiched between cat videos and new dance crazes—a version of television shopping for the mobile generation.
Now the livestreaming shopping market, which was first pioneered by China's online shopping giant Alibaba in 2016, is disrupting Alibaba's main businesses, Taobao and the more upmarket Tianmao.
Leading the way, alongside Alibaba's own efforts, are China's two biggest and fastest growing video-sharing apps, Kuaishou and Douyin, which is owned by ByteDance. Their growth is coming as Alibaba faces attempts by antitrust regulators to break up its iron grip on China's 782m online shoppers and as Alibaba warned that its growth was being hit by "softer market conditions".
For Douyin and Kuaishou, which have 600m and 320m people scrolling through their videos each day, respectively, converting a small number of those people to buying customers quickly adds up.
The livestreaming model is geared towards high volume. "Shoppers love it because you can find so many special deals on bulk purchases and discounts," said one 20-something shopper, adding that the format is particularly loved by students, who have free time to scroll through videos.
生詞好句
1.sharp
英 [?ɑ?p] 美 [?ɑ?rp]
adj.（本文）時髦的，吸引人的（attractive and fashionable）；尖的，鋒利的
2.oil
英 [??l] 美 [??l]
vt.? 給……涂油，抹油；n. 油
拓展:
oiled hair 打了發(fā)油的頭發(fā)
oily
adj. 愛出油的
oily hair 愛出油的頭發(fā)
3.slick sales patter
熟練的帶貨話術(shù)
拓展:
slick
UK /sl?k/ US /sl?k/
adj. 花言巧語的，能說會道的（含貶義）
patter
UK /?p?t?/ US /?p?t?r/
n. （本文）一口氣說出來的話；啪嗒啪嗒的輕快拍打聲
4.live shopping broadcast
直播賣貨
5.internet celebrity
互聯(lián)網(wǎng)名人，網(wǎng)紅，也可以稱influencer
6.sandwich
英 [?s?nw?d?] 美 [?s?nw?t?]
vt. 把……夾在中間；n. 三明治
拓展:
be sandwiched in/between ...
被夾在......之間
He was sandwiched between two strong men on the bus.
在公交車上，他被兩個壯漢擠在中間。
7.dance craze
流行一時的舞蹈
拓展:
craze
UK /kre?z/? US /kre?z/
n. 風靡一時的事物（popular for a short time）
the latest fitness craze
最近的健身熱
8.disrupt
英 [d?s?r?pt] 美 [d?s?r?pt]
vt. 使中斷，打斷
拓展:
詞義辨析：disrupt vs. interrupt
interrupt 強調(diào)原本進行的事情突然被打斷，不得不暫停，但之后還會繼續(xù)，影響較小
disrupt 強調(diào)事情不但被打斷，而且整個秩序或者節(jié)奏也被打亂了，影響更大
A heavy fall of snow had disrupted the city's transport system.
一場大雪打亂了城市交通。
9.upmarket
英 [??pmɑ?k?t] 美 [?p?mɑ?rk?t]
adj. （本文）高端市場的，適合高消費階層的；adv. 走高端路線
拓展:
a brand moving upmarket 轉(zhuǎn)向高端市場的品牌，改走高端路線的品牌
10.antitrust regulator
反壟斷的監(jiān)管機構(gòu)
11.iron grip
強硬的控制，文中指阿里牢牢掌控了廣大網(wǎng)購用戶，形成了一家獨大的局面
拓展:
iron
UK /?a??n/ US /?a?rn/
n. 鐵；adj. 強硬的，堅定的
grip
UK /ɡr?p/ US /ɡr?p/
n. 控制
The brand is known for maintaining an iron grip on distribution.
這個品牌嚴格把控分銷渠道是出了名的。
12.convert
英 [k?n?v??t] 美 [k?n?v??rt]
vt. 使轉(zhuǎn)化
拓展:
convert A to B 把A轉(zhuǎn)化為B
13.add up
積少成多
拓展:
Even small savings can add up.
每次省下一小筆，累計起來就是一大筆錢。
14.gear
英 [ɡ??] 美 [ɡ?r]
vt. （本文）使適合于；換擋；n. 汽車排擋
拓展:
be geared towards something 使適合于，使相適應(yīng)
15.bulk purchases and discounts
指“買得越多，折扣越大”的促銷手段
