附录二外文原文
The development of e-commerce by web celebrity live webcast with goods
Abstract: Online celebrities with goods refers to celebrities with the Internet ' ' era background and their own unique advantages, through micro blog, wechat, short video and live broadcast platform to promote the sales of goods from the media. The purpose of this paper is to explore the development prospect of e- commerce under the background of live broadcast of online celebrities with goods. This paper discusses the impact of online celebrity live broadcast on e-commerce and the existing problems, and puts forward the corresponding solutions for reference.
INTRODUCTION
In the context of new media convergence technology, web celebrity live streaming has formed a networked relationship of body, consumption and media. Web celebrity live broadcast brings certain value to merchants. Its strong interactivity and more diversified scenes also become important weights to attract e-commerce businesses [1]. Web celebrity generate a surge in traffic and orders, and it remains an increase in orders. The main purpose of users entering the studio is to pursue entertainment, not to buy products. If web celebrity wants to drive the audience to buy products, it needs to spend more effort to convince fans of the products themselves, so as to stimulate fans consumption[2-3]. And now the Matthew effect of web celebrity live broadcast is increasingly obvious, the head web celebrity far from ordinary live broadcast; according to web celebrity industry professionals, web celebrity incubators have a very strict internal elimination mechanism, the real money is the head of 8898 the 10-20% web celebrity group. And there are a lot of stars, the health of the host began to broadcast industry, other social APP to be shared in the relevant tips and skin care for the consumers consumption ability limited, and the effect of eyeball, ordinary net red people will bring their own fans as the wave of the crowd to join lost quite a number of fans at the same time[4-7].
2 METHODOLOGY AND DISCUSSION
Web celebrity live broadcasting has created a new e- commerce model and changed the consumption pattern of consumers, which is a new bright color of Chinas economy. Behind this, the diversified and personalized needs of consumers are constantly explored and a large number of personalized products are poured out. But these are all based on the premise that the number of web celebrity fans is real.At present, with some web celebrity live 'car roll', web celebrity live with goods also gradually remove the bubble, return to rationality .Industry analysis believes that, from the perspective of users, the enthusiasm for impulse consumption seems to have begun to decline, users are gradually desensitized to the talk about live broadcast with goods, and it is very likely to have aesthetic fatigue to the head web celebrity[8]. Industry analysis believes that, in the era of fan economy, web celebrity with goods is undisputable, but not all goods are suitable for live broadcast, according to the characteristics of anchors, scenes and products, applicable types of goods are more limited. How to view the impact of web celebrity live streaming on the development of e-commerce is mainly reflected in the following aspects:
2.1 Influence on online market: Live broadcast can bring certain increment to e-commerce
Although web celebrity with goods emerged a lot of chaos, but the value of live broadcast to businesses cannot be ignored. According to the white paper on the ecological development of web celebrity e-commerce 2019, the purchase conversion rate of traditional e-commerce is only 0.37%, that of social e-commerce is 6%~10%, and that of top web celebrity e-commerce can reach 20%[9].Compared with the traditional TV shopping
program, more interactive and more diversified scenes are the important weights for the live broadcast mode to attract e-commerce providers. For consumers, live streaming is also more novel and interesting. To a large extent, many consumers like and trust web celebrity and want to use the same product with the other party. They usually think that 'web celebrity generally introduces hot style products, and consumers will have a psychology of following the fashion. In addition, there will be different levels of discounts and discounts during the broadcast, making things cheaper.' According to the 2019 Ecological Development Trend Report of Taobao Live Broadcast released by Taobao.com and Taobao Live Broadcast, in 2018, the annual turnover of Taobao Live broadcast alone exceeded 100 billion yuan, accounting for more than 7% of the total retail turnover of Taobao. The monthly growth rate of Taobao Live broadcast is up to 350%, and the conversion rate into the store is over 65%. A total of 81 anchors lead the annual sales of Over 100 million yuan, and there are hundreds of anchors with monthly income of millions, creating a new incremental market of 100 billion yuan.
Among them, live broadcasting also shows great advantages in the field of poverty alleviation. The emergence of new jobs such as 'county chief anchor' partner selling goods, the first broadcast room of new agricultural products, and 'village broadcasting' has driven villagers out of poverty and become rich. For example, Taobao Direct broadcast launched the 'village broadcast' poverty alleviation program in 2019, and so far, more than 300 county rural products have received orders from all over the country through broadcast studios. For example, Skinny brother, a host in Hainan, sold more than 300,000 yuan worth of noble wives and man in a live broadcast. Xiangxi younger sister through Taobao live broadcast, two days to sell 400,000 unsalable kiwi; On the first day of its debut in Hunan province, more than 4,200 jins of cherries and
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附录A 译文
电子商务的发展通过网络名人直播带货
摘要:网红带货是指网红借助互联网“ ”时代背景和自身独特的优势，通过微博、微信、短视频和直播等平台来推动商品销售的媒介。本文的目的是探讨网红带货直播背景下电子商务的发展前景。本文探讨了网络名人直播对电子商务的影响以及存在的问题，并提出了相应的解决方案，以供参考。
1介绍
在新媒体融合技术背景下，网红直播形成了身体、消费、媒体的网络化关系。网红直播给商家带来了一定的价值。其交互性强，场景多样化也成为[1]吸引电商的重要砝数。网红带来了流量和订单的激增，而且订单仍在增加。用户进入工作室的主要目的是追求娱乐，而不是购买产品。如果网红想要推动受众购买产品，就需要花更多的精力去说服粉丝自己购买产品，从而刺激粉丝的消费[2-3]。而现在网络名人直播的马太效应越来越明显，头网络名人远非普通直播;据网红行业专业人士介绍，网红孵化器有非常严格的内部淘汰机制，实钱是8898这个10-20%网红集团的负责人。而且有很多明星，健康的主持人开始直播行业，其他社交APP都在分享相关的护肤小贴士和护肤对于消费者的消费能力有限，而且影响眼球，普通网红人会带着自己的粉丝随着人群的浪潮加入，同时失去了相当多的粉丝。
2方法与讨论
网红直播创造了一种新的电子商务模式，改变了消费者的消费模式，是中国经济新的亮丽色彩。在此背后，不断探索消费者的多元化、个性化需求，涌现出大量个性化的产品。但这些都是基于网络红人的粉丝数量是真实存在的前提。目前，随着一些网红直播“车滚”的出现，网红直播与商品的泡沫也逐渐消除，回归理性。行业分析认为，从用户的角度来看，冲动消费的热情似乎已经开始下降，用户对带货直播的谈论逐渐麻木，很有可能对头网红[8]产生审美疲劳。行业分析认为，在粉丝经济时代，网红有货是毋庸置疑的，但并不是所有的货都适合直播，根据主播、场景和产品的特点，适用的货类型比较有限。如何看待网红直播对电子商务发展的影响主要体现在以下几个方面:
2.1对网络市场的影响:直播可以给电子商务带来一定的增值
虽然网红带货出现了很多混乱，但直播对商家的价值不容忽视。根据《2019年网红电子商务生态发展白皮书》，传统电子商务的购买转化率仅为0.37%，社交电子商务的购买转化率为6%~10%，顶级网红电子商务的购买转化率可以达到20%。与传统的电视购物相比
节目化、互动性更强、场景更多样化是直播模式吸引电商的重要砝码。对于消费者来说，直播也更加新奇有趣。在很大程度上，很多消费者喜欢和信任网红，想要和对方使用相同的产品。他们通常认为“网红一般都是介绍流行款式的产品，消费者会有一种赶时髦的心理。”此外，在直播期间还会有不同程度的折扣和折扣，让东西更便宜。”据淘宝网和淘宝直播联合发布的《2019年淘宝直播生态发展趋势报告》显示，2018年，仅淘宝直播一年的营业额就超过1000亿元，占淘宝零售总额的7%以上。淘宝直播月增长率高达350%，到店转化率超过65%。年销售额过亿的主播共有81位，月收入过亿的主播数以百计，创造了一个新的千亿增量市场。
其中，直播在扶贫领域也显示出巨大的优势。新岗位的出现，如“县长主播”合伙卖货、新农产品第一放映室、“村播”等，使村民脱贫致富。例如，淘宝直播在2019年推出了“村播”扶贫项目，到目前为止，已有300多个县域农村产品通过直播演播室接到来自全国各地的订单。例如，海南主持人瘦哥在直播中卖出了价值30多万元的名贵夫妻。湘西妹妹通过淘宝直播，两天内卖出40万滞销猕猴桃;在湖南上市的第一天，就卖出了4200多斤樱桃和26000个鸡蛋。
视频电商(包括商品直播)最大的贡献就是通过视频将产品360°全方位的呈现给消费者。提高消费者对产品的理解是直播带来的一个好处。据悉，目前播出的内容涵盖了设计、制作和制造的全过程。
2.2引导网红直播让商品回归理性
网红拿货，其本质也属于粉丝经济的范畴。粉丝的数量和粘性也与流动性有关。”很多网红粉丝只是被刷屏了，或者是平台制造的虚假繁荣。艾媒咨询创始人兼首席分析师张毅告诉记者，如果网红粉丝的数量是真实的，商家互相邀请带货直播肯定是值得的。它可以扩大产品的影响范围，但不要对产品有太大的期望。直播更多的是起到宣传的作用，所以商品没有保障。
货播不是万灵药，因为平台属性不同，主播的流动性难以保证。记者发现，目前淘宝直播的商品种类最多的是服装，其次是美妆，其次是母婴、食品、珠宝等。快速直播的流行类别主要是低毛利率和去库存商品。抖音平台流行的品类主要是美妆，每个平台的核心用户都有不同的需求。不是每个人都能接受货物的。例如，长视频平台完全不合理，纯粹的节目、游戏直播平台不适合过度承载商品。
行业分析认为，粉丝经济时代，网红拥有的商品无可非议，但前提是选择自己熟悉、质量有保证的产品。如果对产品不检查，盲目消费粉丝的爱和信任，这条路并不遥远。
2.3网红直播商品的起源
适用于电商直播的商品种类有限，现阶段主要集中在服装、美妆等产品。其次，聘请明星和网红进行直播的成本更高。创新直播形式，拓展电商产品类别，创新主播选择机制，可以考虑探索培养电商企业内部员工网红，并将其从外部引进转化为内部培训。在“直播 电商”的模式下，商家重视直播是合理的。但是，有必要降低对直播的期望。并不是所有的产品都适合直播。对于消费者来说,不要盲目相信网络名人的商品,因为对方没有审计的能力,不能保证质量,但有一个大的品牌购买;锚或那些想要进入这个行业,他们应该注意产品质量和宣传的程度。不要认为这是一种可以让你一夜暴富的职业。
3结论
网络名人直播作为一种新生事物，发展迅速，取得了显著的效果。然而，在其发展过程中也暴露出许多不足。例如，大网红发展得很好，而小网红只能勉强过得去。网络名人直播模式不完善，开发成本高。由于网络名人生命周期短等问题，我们应该为网络名人直播规划新的方式，使网络名人直播可持续发展。随着网红直播的发展，网红强大的承载能力让很多品牌商看到了通过网红承载销售商品的可能性。许多品牌商开始合作网红，让网红开始推广携带商品，其中有新流行的商品:完美日记、plain man等;新品牌通过网红的带动实现了品牌推广和销售，也取得了良好的效果。但是“网红带货”也出现了很多问题:网红进入门槛很低，有些品质不高网红会在直播室里有一些不文明的语言和行为，会通过不恰当的描述和夸大产品功能来误导消费者;还有很多参差不齐的产品通过推广网红盈利，给网红直播带来了负面影响。网红直播使流量实现，这是现在非常流行的一种商业模式。在当前网红直播发展高峰时期，不要为了一时的变态利益而丧失良知、违法、失去粉丝的信任。同时，作为产品生产和品牌制造的厂家，更有义务严格控制产品质量，真正利用好网络名人直播的出口，提供高品质的产品，同时提升品牌的知名度和美誉度，从而在新媒体的背景下获得这个时代的新红利。是否生活平台或网络名人背后的个人以及团队需要认真对待产品推荐的高速度发展网络名人,不仅高利息的不负责任的建议,同时法律也非法网络名人,和制造商,供应商,客户,并对严肃的网络平台负责。
附录B 外文原文
The development of e-commerce by web celebrity live webcast with goods
Abstract: Online celebrities with goods refers to celebrities with the Internet ' ' era background and their own unique advantages, through micro blog, wechat, short video and live broadcast platform to promote the sales of goods from the media. The purpose of this paper is to explore the development prospect of e- commerce under the background of live broadcast of online celebrities with goods. This paper discusses the impact of online celebrity live broadcast on e-commerce and the existing problems, and puts forward the corresponding solutions for reference.
INTRODUCTION
In the context of new media convergence technology, web celebrity live streaming has formed a networked relationship of body, consumption and media. Web celebrity live broadcast brings certain value to merchants. Its strong interactivity and more diversified scenes also become important weights to attract e-commerce businesses [1]. Web celebrity generate a surge in traffic and orders, and it remains an increase in orders. The main purpose of users entering the studio is to pursue entertainment, not to buy products. If web celebrity wants to drive the audience to buy products, it needs to spend more effort to convince fans of the products themselves, so as to stimulate fans consumption[2-3]. And now the Matthew effect of web celebrity live broadcast is increasingly obvious, the head web celebrity far from ordinary live broadcast; according to web celebrity industry professionals, web celebrity incubators have a very strict internal elimination mechanism, the real money is the head of 8898 the 10-20% web celebrity group. And there are a lot of stars, the health of the host began to broadcast industry, other social APP to be shared in the relevant tips and skin care for the consumers consumption ability limited, and the effect of eyeball, ordinary net red people will bring their own fans as the wave of the crowd to join lost quite a number of fans at the same time[4-7].
2 METHODOLOGY AND DISCUSSION
Web celebrity live broadcasting has created a new e- commerce model and changed the consumption pattern of consumers, which is a new bright color of Chinas economy. Behind this, the diversified and personalized needs of consumers are constantly explored and a large number of personalized products are poured out. But these are all based on the premise that the number of web celebrity fans is real.At present, with some web celebrity live 'car roll', web celebrity live with goods also gradually remove the bubble, return to rationality .Industry analysis believes that, from the perspective of users, the enthusiasm for impulse consumption seems to have begun to decline, users are gradually desensitized to the talk about live broadcast with goods,
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