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  • So in China, there are basically two big sales weeks.

    在中國,基本上這兩個時段是很大型的商品折扣購物週。

  • You have 11/11 and you have 6/18.

    有 11/1 和 6/18 號。

  • These are sort of made-up holidays that have turned into these absolutely massive online sales extravaganzas.

    這些原本有點算是虛構的節日已經真正轉變為大型的電商銷售盛宴。

  • They've really been built as, "this is your day as a consumer to buy something for yourself that makes you happy."

    它們被定位為:這是屬於消費者你自己的節慶,好好買個會讓你開心的東西送給自己吧!

  • Some brands are taking it to the next level, right?

    有些品牌也把這個機會推到了一個新的境界,是吧?

  • There are different levels of how you can engage with gifting product.

    對於消費者而言,如何對禮物這件事有參與感是有不同等級的,而最極致的等級就是你可以實際上合作、參與商品推出的過程。

  • And all the way to the other extreme, is you're actually collaborating to create products.

    而最極致的等級就是你可以實際上合作、參與商品推出的過程。

  • They have a lot of parties related to what the brands are doing.

    它們會推出很多符合品牌目標的派對。

  • They do a lot of cross-collaborations during the sales weeks.

    在折扣週期間,它們也會有許多異業合作的活動。

  • They have these fashion shows where they have a catwalk, and you can actually buy the clothing that the models are wearing on the catwalk.

    有那種走秀型的時尚大秀、而且你真的可以買到模特兒走秀時身上穿的衣服。

  • Or if you're a retailer or a brand using the sales day to introduce new technology.

    或者如果你是零售商或品牌,你可以利用這個時間點來公布最新的科技。

  • So, if you look at Alibaba, and Jingdong, and some of these other players, they've invested very, very heavily in improving logistics and infrastructure here.

    所以如果你去觀察阿里巴巴和京東,還有其他參與的商家為了這段期間都會砸重本在改善程式邏輯和網站硬體設備。

  • China has some of the first automated warehouses.

    中國有一些世界第一的自動化倉庫。

  • So, the demand is absolutely there for very, very fast delivery.

    因此,訂單一定會非常快就出貨。

  • I think the thing with sales days and why they're so successful here is, culturally, consumers like a good deal.

    我認為這些有瘋狂折扣節日的興起與它們之所以會這麼成功的原因是,文化上消費者喜歡有花心思的交易過程。

  • They want to feel that the brands are thinking about them, treating them well.

    消費者希望感受到品牌有好好研究、思考他們的喜好,並且用心善待他們的感覺。

  • This is particularly powerful in a market like China because there's so much data.

    這對於像是中國這樣的市場而言特別有影響力,因為有足夠大量的數據支持。

  • A new app could have tens of millions, or a hundred million users.

    一個新的 app 就可能會有千萬或甚至億以上的使用者。

  • So the ability to recommend really relevant content is much easier than it was.

    所以要推廣相關的內容比起以前容易許多

  • There is a little bit of that same frenzy that you get with Christmas shopping.

    這跟西方的聖誕節購物的瘋狂狀況有些類似。

  • But the biggest shopping days—11/11, 6/18—it's really about you and what you want.

    但是這個最大的折扣購物節,也就是 11/1 和 6/18 號,所關注的只有你自己和你心裡真正想的東西。

So in China, there are basically two big sales weeks.

在中國,基本上這兩個時段是很大型的商品折扣購物週。

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A2 初級 中文 美國腔 折扣 品牌 消費者 等級 極致 商品

雙 11 定位策略如何成功搶下中國最大商機? (Double Eleven - Singles Day - What are Chinese sales events?)

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    Lian   發佈於 2019 年 12 月 15 日
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