2021.12.09
黄骏竺
难度：CSE9
课程导读
本周，阿里传出电商板块重组、淘宝换帅的消息，一时间众说纷纭。近两年，抖音、快手等短视频平台纷纷推出直播带货业务，对淘宝造成了巨大冲击。据多家媒体分析，这种新形势正是此次阿里重新整合电商板块的原因之一。阿里是否还面临着其他问题？短视频平台又是如何吸引到消费者的？一起来听今天的讲解。
本文封面图片来自The New York Times，如有版权问题，请联系删除。
本篇课程首发于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.
生词好句
1.sharp
英 [ʃɑːp] 美 [ʃɑːrp]
adj.（本文）时髦的，吸引人的（attractive and fashionable）；尖的，锋利的
2.oil
英 [ɔɪl] 美 [ɔɪl]
vt. 给……涂油，抹油；n. 油
拓展:
oiled hair 打了发油的头发
oily
adj. 爱出油的
oily hair 爱出油的头发
3.slick sales patter
熟练的带货话术
拓展:
slick
UK /slɪk/ US /slɪk/
adj. 花言巧语的，能说会道的（含贬义）
patter
UK /ˈpætə/ US /ˈpætər/
n. （本文）一口气说出来的话；啪嗒啪嗒的轻快拍打声
4.live shopping broadcast
直播卖货
5.internet celebrity
互联网名人，网红，也可以称influencer
6.sandwich
英 [ˈsænwɪdʒ] 美 [ˈsænwɪtʃ]
vt. 把……夹在中间；n. 三明治
拓展:
be sandwiched in/between ...
被夹在......之间
He was sandwiched between two strong men on the bus.
在公交车上，他被两个壮汉挤在中间。
7.dance craze
流行一时的舞蹈
拓展:
craze
UK /kreɪz/ US /kreɪz/
n. 风靡一时的事物（popular for a short time）
the latest fitness craze
最近的健身热
8.disrupt
英 [dɪsˈrʌpt] 美 [dɪsˈrʌpt]
vt. 使中断，打断
拓展:
词义辨析：disrupt vs. interrupt
interrupt 强调原本进行的事情突然被打断，不得不暂停，但之后还会继续，影响较小
disrupt 强调事情不但被打断，而且整个秩序或者节奏也被打乱了，影响更大
A heavy fall of snow had disrupted the city's transport system.
一场大雪打乱了城市交通。
9.upmarket
英 [ˈʌpmɑːkɪt] 美 [ʌpˈmɑːrkɪt]
adj. （本文）高端市场的，适合高消费阶层的；adv. 走高端路线
拓展:
a brand moving upmarket 转向高端市场的品牌，改走高端路线的品牌
10.antitrust regulator
反垄断的监管机构
11.iron grip
强硬的控制，文中指阿里牢牢掌控了广大网购用户，形成了一家独大的局面
拓展:
iron
UK /ˈaɪən/ US /ˈaɪrn/
n. 铁；adj. 强硬的，坚定的
grip
UK /ɡrɪp/ US /ɡrɪp/
n. 控制
The brand is known for maintaining an iron grip on distribution.
这个品牌严格把控分销渠道是出了名的。
12.convert
英 [kənˈvɜːt] 美 [kənˈvɜːrt]
vt. 使转化
拓展:
convert A to B 把A转化为B
13.add up
积少成多
拓展:
Even small savings can add up.
每次省下一小笔，累计起来就是一大笔钱。
14.gear
英 [ɡɪə] 美 [ɡɪr]
vt. （本文）使适合于；换挡；n. 汽车排挡
拓展:
be geared towards something 使适合于，使相适应
15.bulk purchases and discounts
指“买得越多，折扣越大”的促销手段