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1、11.11Rebecca(LiangXinyu)MassCommunicationextravaganza[ɪkˌstrævəˈɡænzə]n.铺张华丽的娱乐表演massive[ˈmæsɪv]adj.巨大的;大而重的livestreaming视频直播e-commerceplatforms电商平台endorsement[ɪnˈdɔːrsmənt](通常为名人在广告中对某一产品的)宣传，代言WordsTwoweeksbefore"Double11"(November11),China'sannual
2、onlineshoppingextravaganza,e-commerceplatformsandbrandshavesparednoeffortstogetconsumerspumped.MassivepresaleactivitieswerelaunchedonlastMondayatmidnight,duringwhichshopperscanpre-orderproductsbypayingdeposits.01Inthisyear'sactivities,livestreamerspl
3、ayaleadingsalesrole.OnTaobao,theAlibaba-ownede-commenceplatform,manybrands'presalevolumeexceeded100millionyuanwiththehelpoflivestreamingthatofferedcut-pricedeals.LiJiaqi,knownasthe"LipstickMan,"forsellingover15,000lipsticksinfiveminutes,isoneofthemos
4、tfamouslivestreamersonTaobao.DuringlastMondaymidnight,over30millionviewerstunedinLi'schanneltowatchtheliveshow.In1992,GuangdongZhuhaiTVstationlaunchedChina'sfirstshoppingprogram.DongfanggouwuChannelofShanghaiTVstationlaunchedafamilyshoppingprogramonA
5、pril1,2004.02ComparedwithTVshopping,livestreamingone-commerceplatformsismoreinteractive.Customerscanbuyproductsvialivestreamswhileinteractingwithlivestreamersandothershoppers.Besides,socialnetworkshavechangedtheconsumptionhabitsofmanyyoungpeople.Astr
6、ongbondhasbeenformedbetweenthoselivestreamersandyoungnetizenssinceconsumersarewillingtotrusttheirchoices.Aspromotingproductsvialivestreamsresembles"turningclicksintocash,"somepeoplemadeillegalprofitsbycreatingfakeonlinepopularity.Throughthepurchaseof
7、fakefollowerstoincreasesharesandcomments,somelivestreamersfakedtheirrateofengagementtodeceivebrandsandcompaniesinanefforttomakemoremoneyfromendorsements.Meanwhile,livestreamsalsofaceissueslikequality-control,transactionsafety,aswellasthereturn,refund
8、andexchangeofproducts.量入为主适度剁手避免盲从理性剁手保护环境绿色消费勤俭节约艰苦奋斗MODERATECONSUMPTIONENVIRONMENTALLYFRIENDLYHARDWORKINGBUYBUYBUY,POORPOORPOORForUsRATIONALCOSUMPTIONThankYouRebecca
