罗永浩直播首秀pk薇娅卖火箭，“电商直播”如何用英语表达？

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2020年4月1日晚，是中国直播界“腥风血雨”的一夜，缔造了2020年中国电商史上魔幻的一幕。

中国“初代网红”罗永浩在抖音正式开始他的首次带货直播，威力惊人，带货超过1.1亿。

另一边，“淘宝一姐”薇娅直播卖火箭！售价“只要”40000000......

从淘宝“一姐”薇娅，一哥“李佳琦“、到快手辛有志、抖音推出罗永浩，2020年，必将是直播卖货的时代。

那“电商直播”、“网红带货”……这些近来兴起的词，你知道用英语怎么说吗？

首先让我们来看看“网络直播”的英语是什么：

网络直播通常表达为：network broadcast / Internet broadcast，也可简称为 webcast。

还有两种表达，出现在BBC和《环球日报》的文章中：

（1）live video streaming

一般是指通过社交媒体或直播软件而进行的网络直播，

（2）live broadcasting

一般是指电视节目或电台节目的现场直播。

stream [strim]基本意思是“流动”，指受限制的流动，如通过一定的路线或出口。也可指大量不断地流动。引申可指“飘动”。

而现在无比火热的“电商直播”我们通常用E-commerce livestreaming来表达，先通过一篇文章更深层次地了解这一新兴行业吧：

While e-commerce livestreaming has existed in China for several years, it took off in 2019, which was made clear during this year’s Singles Day shopping festival when livestreaming on Alibaba’s Taobao livestreaming platform generated $2.85 billion in sales — around 7.5 percent of the day’s total sales.

虽然电商直播在中国已经存在了好几年，但它是在2019年开始腾飞的。很能说明问题的情况是，在去年的双十一购物节中，阿里巴巴的淘宝电商直播就产生了28.5亿美元的销售额（约合人民币197.3亿元）—— 占这一天总销售额的7.5%左右。

The growth of e-commerce livestreaming is largely due to its strong appeal among consumers in lower-tier cities in China. As mentioned above, lower–tier, or “Xiachen”, markets are seen as the next big opportunity and both domestic and international brands are eager to try new methods to connect with this audience.

电商直播的增长主要是由于它在中国三四线城市消费者中的强大吸引力。如上所述，三四线城市或“下沉”市场被视为下一个重大机遇，国内和国际品牌都希望使用新的营销方式来与这些受众建立联系。

Alibaba’s Taobao livestreaming platform is both an early adopter and leader in the e-commerce livestreaming space, and over the past few years they have cultivated a strong base of high-performing livestream hosts.

阿里巴巴旗下的淘宝直播平台既是电商直播领域的先行者，也是领头羊，在过去几年里，他们培养了一支强大的主播队伍。

Two of the largest hosts, Viya and Austin Li, reached a celebrity status in China over the past year. Frequently ranked as the top-selling streamer on Taobao, Viya became known in the West after collaborating with Kim Kardashian during Singles Day 2019. Li became a household name throughout China after amassing an enormous audience on numerous Chinese social media platforms outside of the Alibaba ecosystem, becoming the first and only Taobao livestreamer to enjoy such widespread fame and popularity.

粉丝最多的两位主播薇娅和李佳琦在过去一年中成了明星。薇娅经常被评为淘宝直播最能带货的主播，2019年双十一与金·卡戴珊合作后，薇娅的名气也扩展到了西方。李佳琦在阿里巴巴生态系统之外的众多中国社交媒体平台上聚集了大量粉丝，成为了首个也是唯一一个享有如此广泛声誉和人气的淘宝主播。

另一个大家熟知的词汇就是“网红带货”，即（social）influencer marketing。

“网红”可以用 internet celebrity表示，国外媒体多用 social media influencer 或者简单的 influencer 来表示。

【Wikipedia】An Internet celebrity, blogebrity, cyberstar, or online celebrity is someone who has become famous by means of the Internet. Internet allows people to reach a narrow audience across the world and so become famous within one or more Internet communities.

网红们之所以能产生如此大的能量，与背后的网红经济运作模式MCN（Multi-Channel Network）密切相关。MCN机构帮助这些网红KOL（Key Opinion Leader，关键意见领袖）进行内容持续输出（programming）、策划包装（planning）、寻找平台推广（promotion）、数据引流分析等繁琐的工作，让创作者减轻工作量专注于内容生产提高质量。

Li Chengdong, an angel investor and e-commerce industry strategy analyst, said that with the combined power of e-commerce and live-streaming, an individual can set a higher daily sales record than a major retailer, such as a department store or multinational supermarket chain outlet.

天使投资人、电子商务行业战略分析师李成东表示，在电商和直播的合力下，一个人可以创造比大型零售商（如百货商店或跨国连锁超市）更高的日销售记录。