回帖下载音频及双语全文：
Influencers' Marketing Industry in China
中国的网红经济
Chinese consumers these days are now buying more from online influencers live streaming their sales. Luo Yonghao, the founder of smartphone brand Smartisan Technology, sold 910,000 sets of products in his first live streaming on April 1. This one event generated 110 million yuan in sales. That same night top ranked live-streamer Viya successfully sold -- a rocket -- worth 45 million yuan.
近来，中国消费者正越来越青睐于通过网红直播选购商品。智能手机品牌“锤子科技”的创始人罗永浩在4月1日首次直播中就售出了91万套产品，创造了1.1亿元的销售额。同一天天晚上，排名第一的网红主播薇娅成功售出了一枚火箭，价值4500万元人民币。
The acceleration of live streaming in China as a sales channel is pushing traditional e-commerce companies to evolve. In the past month or so, the number of Taobao stores involved with live-streaming increased by nearly 720% month-on-month.
在中国实时流媒体作为销售渠道正加速推动传统电子商务公司发展。在过去一个月左右的时间里，参与直播的淘宝店铺数量环比增长了近720％。
Analysts say in addition to selling products, livestreaming platforms also have the potential to sell knowledge and services. And that's where the COVID-19 pandemic has brought inspiration to the influencers, and the Multi-Channel-Network industry behind them.
专家表示，除了销售产品外，直播平台还具有销售知识和服务的潜力。这也是新冠肺炎大流行给网络大咖及其背后的多渠道网络行业带来启发的地方。
Pan Wang is a big online shopper. She spent more than 150-thousand yuan shopping online last year. A big chunk of that came from browsing video streaming platforms and influencers on Douyin, the Chinese version of TikTok. "Shopping on these platforms is convenient and entertaining at the same time."
王盼是一位超级网购迷。去年，她在网上购物花费了15万元人民币，其中很大一部分是来自浏览TikTok中文版“抖音”上的视频流媒体平台以及网红直播。她说，“在这些平台上购物既方便又有趣。”
And she surely isn't alone. Today's Chinese consumers, especially the younger generations, rely on inflencers in many aspects of life --- from fitness, cooking, home deco to styling, skin care and even emotional and health counselling. Behind the huge influencers market is the Multi-Channel-Network industry, or MCN. More than 90% of top-level influencers either have signed to an MCN or established their own. The country is currently home to more than 5,000 MCNs, whose combined value is estimated to exceed 11 billion yuan by 2020.
而她并非个例。如今中国的消费者，尤其是年轻的一代，在生活的许多方面都受到网络红人的影响——从健身、烹饪、家居装饰到造型、皮肤护理，甚至是情感和健康咨询等等。巨大的网红销售市场背后是多渠道网络行业（简称MCN）。超过90％的顶级网红已经签署了MCN或者自己建立了网络。中国目前拥有5000多个MCN，到2020年其总价值估计会超过110亿元人民币。
As the COVID-19 hits many industries, the influencers' marketing industry has also felt the pinch. The industry saw monetisation dramatically down during the prime of the coronarvirus outbreak in China. Streamers are facing two massive issues: a lack of stock and delayed logistics. Income sources decreased with a majority of brand campaigns cancelled or delayed. With restrictions on people gathering, influencers who work with teams or film outdoors are having a hard time with content creation. But it's not all bad news. With people confined to their homes because of the virus, viewership was magnified.
随着新冠肺炎打击诸多行业，网红营销行业也感到了压力。在中国疫情爆发的初期，该行业的变现水平急剧下降。直播带货面临两个重大问题：库存不足和物流延迟。大部分品牌广告被取消或延迟导致了收入来源的减少。由于限制人员聚集，网红主播在与团队工作或进行户外拍摄等内容创作方面遇到了困难。但也不全是坏消息。由于病毒的影响，人们只能呆在家里，观众人数因而激增了不少。
I ordered some home-made flower cakes from my favorite influencer, and learned I have to wait for double the usual time, because production and logisitics are being restored step by step. Despite of the blow to profits during the initial period of the pandemic, the MCN industry is likely to make it all back later this year. Analysts expect the advertising industry to begin recovering in the late second quarter. They predict that the third quarter will be a boom period for marketing companies. And for shoppers, they'll have fun exploring a never-ending stream of new platforms and new faces.
我从最喜欢的网红那里订购了一些自制的花式蛋糕，被告知需要等平时两倍的时间才能收到货，因为生产和物流正在逐步恢复中。尽管疫情初期利润受到打击，MCN行业很可能会在今年晚些时候全面恢复；分析人士预计，营销行业将在第二季度末开始复苏，在第三季度进入繁荣时期。对于消费者来说，他们将会欣喜的看到不断涌现的新平台和新面孔。
|
[复制链接]
发表于 2020-4-23 08:45:21
收藏
分享
发表于 2020-4-23 09:02:38
