Live Shopping Live shopping, also known as live streaming e-commerce, is a form of online shopping where hosts promote and sell products to viewers in real time through a live broadcast. It has become increasingly popular in recent years, especially in countries like China, where live shopping has exploded in popularity. 直播购物 直播购物，也称为直播电子商务，是一种在线购物形式，主持人通过实时直播向观众推广和销售产品。近年来，直播购物变得越来越受欢迎，特别是在中国这样的国家，直播购物已经成为了一种风靡的购物方式。 Live shopping offers a unique and interactive shopping experience for consumers. With the rise of social media and live streaming platforms, more and more people are turning to live shopping as a way to discover and purchase new products. In addition to traditional e-commerce platforms, live shopping allows consumers to see products in action, ask questions in real time, and interact with hosts and other viewers. This high 1 level of engagement and interactivity has made live shopping a lucrative channel for brands and businesses to promote and sell their products. 直播购物为消费者提供了独特而丰富的购物体验。随着社交媒体和直播平台的兴起，越来越多的人将目光投向了直播购物，作为一种发现和购买新产品的方式。除了传统的电子商务平台，直播购物还允许消费者看到产品的实际效果，在实时中提问，并与主持人和其他观众互动。这种高度的参与和互动使直播购物成为品牌和企业推广和销售产品的一个利润丰厚的渠道。 One of the key advantages of live shopping is its ability to create a sense of urgency and excitement. Hosts often offer exclusive discounts and promotions that are only available during the live broadcast, encouraging viewers to make purchases on the spot. This creates a feeling of exclusivity and FOMO (fear of missing out), driving viewers to take action quickly. In addition, the real-time nature of live shopping allows brands to receive instant feedback from consumers, making it a valuable tool for market research and product development. 2 直播购物的一个关键优势是它能够营造一种紧迫感和兴奋感。主持人经常在直播期间提供独家折扣和促销，这些促销只在直播期间提供，鼓励观众立即购买。这种做法创造了一种独家和错失恐惧感，促使观众迅速采取行动。此外，直播购物的实时性允许品牌获得消费者的即时反馈，使其成为市场研究和产品开发的有价值的工具。 The success of live shopping can be seen in the numerous case studies of brands and businesses achieving significant sales and exposure through live broadcasts. For example, in China, the cosmetics brand Perfect Diary partnered with various influencers to host live shopping events, resulting in millions of dollars in sales within just a few hours. In the United States, the fashion brand Nasty Gal utilized live shopping to showcase new collections and engage with their audience, leading to a boost in sales and brand awareness. 直播购物的成功可以从众多品牌和企业通过直播节目实现了显著的销售和曝光的案例来看出。例如，在中国，化妆品品牌完美日记与各种影响者合作举办了直播购物活动，仅仅几个小时内就实现了数百万美元的销售额。在美国，时尚品牌Nasty Gal利用直播购物展示新系列并与他们的观众互动，从而提升了销售额和品牌知名度。 3 In conclusion, live shopping has revolutionized the way consumers shop and discover new products. Its highly engaging and interactive nature has made it a powerful tool for brands and businesses to connect with their audience, promote products, and drive sales. As live shopping continues to gain momentum globally, it is clear that it will play an increasingly important role in the future of e-commerce. 总之，直播购物已经彻底改变了消费者购物和发现新产品的方式。其高度参与和互动的特性使其成为品牌和企业与其观众联系、推广产品和促进销售的强大工具。随着直播购物在全球范围内不断壮大，很明显它将在电子商务的未来中扮演着越来越重要的角色。 4