2020年高考英語外刊時(shí)事命題閱讀理解：“李佳琦們”直播“帶貨”成為電商平臺(tái)購物新趨勢(shì)

1、game changers of e-commerce“李佳琦們”直播“帶貨”成為電商平臺(tái)購物新趨勢(shì)li jiaqi knows how to get an audiences attention. “all you girls! all yougirls!” the 27-year-old shouts during his live-streaming marathon the sundayevening ahead of this years double eleven shopping festival.over the next six hours, li presents a mi

2、x of products to his viewers, rangingfrom facial essences (精華) to velvet (天鵝絨) pillows. each time, he brieflyintroduces the new item and then follows up with a direct sales pitch(話術(shù)):“buy it just buy it! it looks super, super, super good!”lis live stream appears simple and low-budget compared with t

3、aylorswifts headline show at the evening party. however, the online influencerprobably 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. inthe month leading up to the shopping festival, lis promotion d

4、rove over onebillion yuan in sales on taobao live.companies have been using online influencers to promote products onchinese e-commerce platforms for a few years now. in 2018, taobao live had aturnover (營(yíng)業(yè)額) of over 100 billion yuan, a 400 percent increase over theprevious year. the popularity has c

5、ontinued 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 tapsand swipes (刷). without live streaming features, they may call off the purchaseif an item description does not p

6、rovide 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 followingfor some time is a choice they have le

7、arned 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 (幸運(yùn)抽獎(jiǎng)). those tricks help to persuade consumers to shop through live streaming asthey are guaranteed to buy products with better deal

8、s.despite that, several gaffes(失態(tài)行為) have emerged recently in whichlive-streamers were accused of misleading consumers by promoting overratedproducts. li himself was involved in an embarrassing incident. he attempted tofry an egg on a “nonstick pan” during a live stream, only to find the egg glued t

9、othe bottom of the pan.for now, there is ambiguity (不明確) over how live-streamers should takeresponsibility for their broadcasts. however, consumers are quick to makejudgements. “i dont plan to stop watching lis live streams, but ill check hisrecommendations and do my own research instead of making t

10、he purchasestraightaway,” said an online consumer.（選自 sciencemag）1. according1. according toto thethe article,article, whichwhich ofof thethe followingfollowing statementsstatements aboutabouttaobao livetaobao liveis true?is true?a. it is the first e-commerce platform launched in china.b. it sold 20

11、 billion yuan worth of product in 2017.c. it is targeted at middle-aged chinese women.d. it has gained in popularity since last years double eleven.2. according2. according toto thethe article,article, whywhy doesdoes livelive streamingstreaming workwork soso wellwell ininselling a product?selling a

12、 product?a. b. c. d. because e-commerce platforms are strictly supervised by the government. because detailed information about the product is provided duringlivestreaming. because influencers are believed to make an honest evaluation of theproduct. because consumers are usually able to buy the prod

13、uct at a lower price.3. what can we infer from the article?3. what can we infer from the article?a. li jiaqi became an online influencer of international fame after this yearsdouble eleven.b. commercial live streaming has discouraged consumers from makingimpulse purchases.c. recent live-streaming ga

14、ffes might urge the government to pay moreattention to e-commerce platforms.d. li jiaqi might have lost a large number of followers after he failed topromote a so-called nonstick pan.譯文：李佳琪知道如何引起觀眾的注意。 “你們所有的女孩！你們所有的女孩！這位27 歲的年輕人在今年雙十一購物節(jié)之前的周日晚上的直播中大喊大叫。在接下來的六個(gè)小時(shí)中， 李佳琪向觀眾展示了一系列產(chǎn)品， 從面部精華到天鵝絨枕頭。每次，他都會(huì)

15、簡(jiǎn)要介紹新商品，然后跟著直接推銷： “買，買！看起來超級(jí)好，超級(jí)好！ ”與晚宴上泰勒 斯威夫特的頭條新聞相比， 李佳琪的直播顯得簡(jiǎn)單且預(yù)算低。 但是， 與美國(guó)流行歌星相比， 在線影響者對(duì)今年的音樂節(jié)影響可能更大。 當(dāng)晚有超過3600萬人收看李佳琪出售他的商品。 在購物節(jié)的前一個(gè)月，李佳琪的促銷帶動(dòng)了淘寶直播的銷售額超過10 億元。幾年來，公司一直在使用在線影響者在中國(guó)電子商務(wù)平臺(tái)上推廣產(chǎn)品。2018 年，淘寶直播的營(yíng)業(yè)額超過1000 億元人民幣，比上年增長(zhǎng)400。在過去的 12 個(gè)月中，受歡迎程度持續(xù)增長(zhǎng)。商業(yè)實(shí)時(shí)流媒體的興起部分是基于便利性。消費(fèi)者只需輕點(diǎn)幾下即可在直播期間購買任何產(chǎn)品。 如

16、果沒有實(shí)時(shí)流功能， 則如果商品說明不能提供足夠的信息，他們可能會(huì)取消購買。直播觀眾中，年齡在 25 至 35 歲之間的女性占大多數(shù)。他們將直播者視為強(qiáng)大的影響者以及可以信任的同伴。根據(jù)已遵循一段時(shí)間的建議購買產(chǎn)品是他們學(xué)會(huì)信任的選擇。當(dāng)所有其他方法都失敗時(shí)， 沒有比折扣更重要的了。 為了吸引更大的客戶群， 品牌將通過限時(shí)折扣或幸運(yùn)抽獎(jiǎng)為觀眾帶來驚喜。 這些技巧有助于說服消費(fèi)者通過實(shí)時(shí)流媒體購物，因?yàn)榭梢员ＷC他們以優(yōu)惠的價(jià)格購買產(chǎn)品。盡管如此， 最近還是出現(xiàn)了幾種失態(tài)行為， 其中流媒體直播者被指控通過宣傳高估產(chǎn)品來誤導(dǎo)消費(fèi)者。 李佳琪本人卷入了一場(chǎng)尷尬事件。 他嘗試在直播中在“不粘鍋”上煎雞蛋，

17、卻發(fā)現(xiàn)雞蛋粘在鍋底。目前， 直播者應(yīng)如何對(duì)自己的廣播承擔(dān)責(zé)任尚不明確。 但是， 消費(fèi)者很快就會(huì)做出判斷。一位在線消費(fèi)者說： “我不打算停止觀看李佳琪的直播，但我會(huì)檢查他的建議并進(jìn)行自己的研究，而不是直接進(jìn)行購買。 ”背景信息：live advertisinglive+e-mall+wanghong is a new advertising mode in wanghong economy. thiskind of advertising mode can create a platform for followers and audiences tocommunicate with wangh

18、ong. the advertising can be integrated into the contentof program like a placement, so the advertising is easier to be accepted bycustomers. for example, in 2016, baicaowei (百草味), a snack company,compared with sales in the last year, increased 5 times sales during the 618shopping festival, because they cooperated with a famous