You go on live for a broadcast, whatever happens happens.

你去直播，無論發生什麼都會發生。

- You could also feel the sense

- 你也能感覺到

of stress and performance within the office of QVC.

的壓力和表現，在QVC的辦公室。

Everyone there is there for one thing only,

那裡的每個人都只為了一件事。

and that is to sell as much as they can.

那就是能賣多少就賣多少。

- The blender was one of the first products

- 攪拌機是首批產品之一

that we launched on home shopping network.

我們在家居購物網推出的。

As soon as we heard the noise drowning out the speech.

我們一聽到噪音淹沒了說話的聲音。

(blender whirring)

（攪拌器呼呼）

Rachel and I looked at each other

我和Rachel對視一眼

and we were like, oh no, this is going to be a disaster.

我們很喜歡，哦，不，這將是一場災難。

(upbeat music)

(歡快的音樂)

- Live shopping has existed for decades, QVC and HSN

- 直播購物已經存在了幾十年，QVC和HSN

the two biggest names in the space, sell products live

領域的兩大巨頭，現場銷售產品。

on TV in real time.

在電視上實時。

And now gadget makers who are willing

而現在的小工具製造商誰願意

to try something different and take a risk

敢於嘗試不同的東西，敢於冒險

are finding incredible success

正在發現難以置信的成功

and reaching new audiences on these shopping channels.

並在這些購物管道上接觸新的閱聽人。

Creators pursue live shopping

創客們追求直播購物

on the promise of selling hundreds of units in minutes.

在承諾幾分鐘內銷售數百臺的情況下。

But at the same time, they face enormous risk.

但同時，他們也面臨著巨大的風險。

One bad live shoot, and that's it.

一次糟糕的現場拍攝，就這樣。

Their chance at viral gadget sales is over.

他們在病毒式小工具銷售上的機會已經過去了。

- I'm Evan dash.

- 我是Evan Dash

I'm the CEO and founder of StoreBound.

我是StoreBound的CEO和創始人。

We market our products under several different brands

我們以不同的品牌銷售我們的產品

including dash kitchen appliances.

包括廚房電器的儀表。

We make smart furniture under the Sobro brand.

我們生產Sobro品牌的智能傢俱。

We started the company about 10 years ago.

我們在10年前成立了公司。

My wife and I were ex retailers.

我和妻子是前零售商。

And we saw that there was really a need

我們看到，確實有需要

for a better way of bringing products to the market.

以便更好地將產品推向市場。

The team from home shopping network came in

家居購物網的團隊來了

and they came to us and said, we want to launch your brand.

他們來找我們說，我們想推出你的品牌。

We worked for about two years doing product development.

我們工作了兩年左右，做產品研發。

And then in 2012 we launched our first products

然後在2012年，我們推出了我們的第一個產品

on home shopping network for us

在家居購物網為我們

to be able to tap into 92 million homes.

以能進入9200萬戶。

Once we understood the reach

一旦我們瞭解了這個範圍

and then started watching videos and saw the way

然後開始看視頻，看到的方式

that we could actually present

我們可以實際提出

the products we almost didn't want to sell it

我們幾乎不想賣的產品。

any other way at that point.

任何其他方式在這一點上。

(bright upbeat music)

(明亮歡快的音樂)

- I am the founder of Somnox

- 我是Somnox的創始人

and we are a company that is helping people sleep better

我們是一家幫助人們睡得更好的公司。

in a device that we call the Somnox sleep robot.

在一個我們稱之為Somnox睡眠機器人的設備中。

Back in the university of technology Delft.

回到代爾夫特科技大學

I was a robotics engineer.

我是一名機器人工程師。

And during that time, my mom was suffering from insomnia.

而在那段時間裡，我的媽媽正飽受失眠的折磨。

Basically me creating robotics and seeing my mom suffer

基本上是我創造了機器人，看到我媽媽受苦了

I was like, why not combine the world

我當時想，為什麼不結合世界

of robotics and sleep into an invention?

的機器人技術和睡眠成發明？

- So why did you think QVC was the best place

- 那你為什麼認為QVC是最好的地方？

to sell the sleep robot?

來銷售睡眠機器人？

- Our product is expensive

- 我們的產品很貴

and it is a high entry to start using it.

並且它是一個高進入開始使用它。

I would say it's very hard to do

我想說，這是很難做到的。

in a very short advertisement on Facebook and Google.

在Facebook和谷歌的一個很短的廣告中。

And at QVC that's what I found.

而在QVC，我也發現了這一點。

You really get the opportunity to explain

你真的有機會解釋

to people, okay, what is it?

對人們來說，好吧，這是什麼？

Why do you need it?

你為什麼需要它？

And I think that's why it is working for us.

我想這就是為什麼它對我們有效的原因。

- Let's talk about the way that this works then Julian.

- 讓我們來談談這個工作方式，然後朱利安。

'Cause I think that's really important

因為我覺得這很重要

because once you're holding it, you can really feel

因為一旦你拿著它，你就能感覺到...

what this is doing.

這是在做什麼。

- Exactly, so you can see the falling

- 沒錯，所以你可以看到下降

and rising of the breathe.

和呼吸的上升。

And once you feel that breathing pace, it will start

一旦你感覺到呼吸的節奏，就會開始。

to synchronize to you with sensors

與您同步的傳感器

that can see how you're sleeping.

可以看到你的睡眠情況

(upbeat music)

(歡快的音樂)

- Everybody wants to tell something about their product

- 每個人都想對自己的產品說點什麼

and everybody wants a compelling story

每個人都想要一個引人入勝的故事

because you want to justify your purchase.

因為你想證明你的購買行為。

I'm Lauren Beitelspacher, and I am an associate professor

我是Lauren Beitelspacher，我是一名副教授。

of marketing at Babson College and also

巴布森學院市場營銷專業，同時也是

the division chair for marketing.

市場部的司局長。

- So I guess it really doesn't surprise you that, you know

- 所以，我想它真的不 驚訝你，你知道嗎？

we've talked to all these gadget creators

我們已經談過了所有這些小工具的創造者，

that they've found success on there.

他們已經發現成功在那裡。

- Yeah, no, not at all.

- 是啊，不，一點也不。

QVC home shopping, live shopping, things are great

QVC家居購物，直播購物，物美價廉。

and really appropriate for technology

並真正適合技術

because it allows the customer to see it in use.

因為它可以讓客戶看到它的使用情況。

We can almost as a customer feel it

我們幾乎可以作為一個客戶來感受它

and see ourselves doing it.

並看到我們自己在做。

- As a company we gravitate toward products

- 作為一個公司，我們傾向於產品

that require a lot of explanation.

需要很多解釋的。

They have cool stories behind it.

他們背後有很酷的故事。

We sold close to 40,000 pieces that day.

當天我們賣出了近4萬件。

I mean that single day with live video selling of it.

我的意思是，單日用視頻直播賣的。

We've also put the product into retail stores

我們還把產品放到了零售店裡

and it has literally sat and collected dust

塵埃落定

in a retail environment.

在零售環境中。

The biggest challenges of any type

任何類型的最大挑戰

of live video based retailing is that you're live.

基於視頻直播的零售的是，你是直播。

There's no safety net.

沒有安全網。

In the case of the blender, it's exceptionally loud.

在攪拌機的情況下，它的聲音特別大。

I mean, it is a loud blender, and you could hear

我的意思是，它是一個響亮的攪拌機，你可以聽到

the sound drowning out the sound of the host and the guest.

聲音淹沒了主客雙方的聲音。

And they were able to adjust it very quickly.

而且他們能夠很快的調整過來。

But what we can't do is just fake the video

但我們不能做的就是偽造視頻。

and pretend to set the blender on over here

假裝把攪拌器開在這裡

and then actually bring back one that's already run.

然後居然把一個已經運行的。

I mean, they are so strict about making sure that anything

我的意思是，他們是如此的嚴格，以確保任何東西

that we're broadcasting is done 100% authentically.

我們的廣播是100%真實地完成的。

That can be a really, really daunting type of experience.

這可能是一種非常非常令人生畏的經歷。

It's very rare that people are in that type of situation.

很少有人會出現這種情況。

- So once I understood that QVC was actually life, you know,

- 所以當我明白了QVC其實就是生活，你懂的。

the night before I barely couldn't sleep.

前一天晚上，我幾乎無法入睡。

It was actually really tough

其實真的很辛苦

because in a way you need to forecast

因為在某種程度上，你需要預測

the amount of units you think you will be selling.

你認為你將銷售的組織、部門數量。

And then you just fingers crossed, you will be selling out.

然後你只要手指一劃，你就會被賣掉。

And in the first batch we did like 60 units or so, entering

而在第一批我們做了大概60臺左右，進了

the studio seeing six robots, camera man and lighting.

工作室裡看到六個機器人、攝像師和燈光。

And they have like different settings

他們有不同的設置

with a bedroom and a kitchen.

有一間臥室和一個廚房。

And there's models doing cheetah.

還有模特做獵豹。

There's this big dashboard within the studio

工作室裡有個大的儀表盤。

where you can see in real time,

在那裡你可以實時看到。

how many orders came through.

有多少訂單通過。

And within the minute there was like

而在一分鐘內有像

beep, beep, we're out of stock.

嗶，嗶，我們沒貨了。

And the salesperson would say

而銷售人員會說

okay, well, hold up, you can't order anymore.

好吧，好吧，等一下，你不能再訂購了。

There's no stock.

沒有股票。

And I was like, wait, is this a dream?

我就想，等等，這是夢嗎？

Can someone pinch me?

誰能掐我一下？

And like wake me up, is this real?

就像喚醒我，這是真的嗎？

That's also the danger because you're

這也是危險的地方，因為你是。

in such a hype mode that you think,

在這樣的炒作模式下，你認為。

okay, well, this is it, right?

好了，好了，這是它，對不對？

We need to go all in.

我們需要全力以赴。

And that's where you're going to make mistakes.

而這就是你要犯錯誤的地方。

- It's kind of a win lose, right?

- 這算是輸贏吧？

If you do sell through it great,

如果你通過它賣出了好東西。

however, that's your window.

然而，這是你的窗口。

And so then you don't really get another chance

所以你就沒有機會了。

versus like traditional brick and mortar stores.

與像傳統實體店。

You get a little bit longer selling season

你會得到一個更長的銷售季節

to sell through something.

通過什麼方式銷售。

QVC, or, you know, other kinds of live tapping events.

QVC，或者，你知道的，其他種類的現場敲打活動。

You really get that window that time.

你真的得到那個窗口那個時候。

And if it doesn't work, you might not get another chance.

如果不成功，你可能就不會再有機會了。

- So the second time we went live, we scaled up

- 所以第二次上線時，我們擴大了規模。

to a bigger batch of 240 pieces because we were all

到更大的一批240件，因為我們都是。

so certain it would be a huge success again.

所以肯定會再次大獲成功。

However, the show didn't go as well.

然而，這場演出並沒有那麼順利。

First of all, we didn't sell out well

首先，我們賣得不好

that's okay where the quantity was much bigger.

這沒關係，哪裡的數量大得多。

But second of all, also the storyline was different.

但其次，也是故事情節不同。

There was a different hype.

有不同的炒作。

Some of the users that bought it, they received it

一些買了的用戶，他們收到了。

without a particular charger or there

沒有特定的充電器或有

there was some delivery issues which resulted

有一些交付問題，導致

in initially some reviews that were not helping us out.

在最初的一些評論中，沒有幫助我們。

During the live airing, I was already feeling

在直播過程中，我已經感覺到了。

that it wasn't going well.

這是不順利的。

You could just, the salesmen felt

你可以只是，推銷員覺得

that the camera man felt it.

攝像師感覺到了。

There's this huge pressure on you

你身上有很大的壓力

because the big screen is showing you, are you performing?

因為大屏幕上顯示的是你，你在表演嗎？

That didn't sell out the way we predicted they would

這並沒有像我們預料的那樣大賣特賣

which resulted in that the stock

導致該股票

that was there was being shipped back to us completely.

那是有被運回我們完全。

And we were actually quite disappointed about, okay, wow.

而我們其實很失望，好吧，哇。

It was such a great start.

這真是一個好的開始。

And now we have maybe even

現在，我們甚至可能有

a bigger burden than a bigger win.

比起更大的勝利，負擔更大。

- To understand why QVC can be so risky.

- 要明白為什麼QVC會有這麼大的風險。

You have to understand the basics of retail.

你必須瞭解零售業的基本知識。

There are a few different models and both QVC and HSN

有幾種不同的模式，QVC和HSN都有。

don't like to talk about the specifics of their deals.

不喜歡談論他們交易的具體細節。

So it could vary based on brand.

所以可能根據品牌的不同而有所不同。

In traditional retail, the ideal scenario

在傳統零售業，最理想的情況是

for creator would be a store buying a product

對於創客來說，就是一個商店買了一個產品

at a wholesale or cheaper price.

以批發或更便宜的價格。

The store would then mark the products' price up

然後，該店會將產品的價格上調

to make money and is incentivized to sell that product

賺錢，並被激勵去銷售該產品。

because it has already spend its own money to acquire it.

因為它已經花了自己的錢去收購它。

The creators make some cash

創作人賺了一些錢

but not as much as they could have made selling it

但沒有他們能賺到的那麼多錢

on their own website, but still, it's something.

在自己的網站上，但還是有的。

What QVC does at least for some brands

QVC至少為一些品牌做了什麼

is buy inventory it thinks it can sell.

是買入它認為可以賣出的庫存。

But then stipulates that whatever doesn't sell has

但又規定，凡是賣不出去的都有。

to be bought back by the brands.

以被品牌商回購。

This can be terrible for small creators

這對小創作者來說是很可怕的

who are already strapped for cash.

已經捉襟見肘的人。

They could lose a ton of money if nothing sells

如果什麼都賣不出去，他們會損失一大筆錢。

because they had to front manufacturing costs and lose

因為他們不得不預付製造成本，失去

the cash they thought they made on the units QVC bought.

他們認為他們在QVC買的組織、部門上賺到的現金。

To offset this risk, QVC

為了抵消這一風險，QVC

and HSN offer a different experience for brands.

和HSN為品牌提供了不同的體驗。

For one their products aren't just sitting on a shelf

首先，他們的產品並不只是放在架子上

without anyone pushing for them to sell.

沒有人催促他們出售。

The team employs other tactics as well,

球隊也採用了其他戰術。

to show off a product design and encourage shoppers to buy.

以展示產品的設計，鼓勵顧客購買。

(upbeat music)

(歡快的音樂)

- Live shopping really makes people feel excited.

- 現場購物確實讓人感到興奮。

Consumers go through this decision-making process

消費者要經歷這樣的決策過程

and all good retailers, all good salespeople want

和所有優秀的零售商，所有優秀的銷售人員都希望。

to drive them through that process quickly and limit

迅速推動他們完成這一進程，並限制

the amount of search that they do for other competitors.

他們對其他競爭對手的搜索量。

And so there's lots of different strategies that you can do.

所以有很多不同的策略，你可以做。

There's pricing strategies.

有定價策略。

- It'll make it under $60 to get this home

- 它將使它在60元以下得到這個家。

which it would save you $110.

這將為你節省110美元。

There's a clock ticking

有一個時鐘滴答作響

and we see inventory quantity is going down.

而我們看到庫存數量在下降。

250 of those left.

剩下的250人。

I've got a few more minutes to get that

我還有幾分鐘的時間去拿那東西

or those ones will be all gone.

否則那些人就會全軍覆沒。

- They have the same problems and the same challenges.

- 他們有同樣的問題和挑戰。

And it creates this sense of empathy and friendship.

而這就產生了這種共鳴和友誼。

You know, this comradery that we're in this together.

你知道，這種同志情誼，我們是在一起的。

- And I will tell you, I am one of those individuals

- 我要告訴你，我就是其中之一。

that I was terrified.

我被嚇壞了。

And even the prospect of jumping a car just a few days ago.

甚至幾天前還出現了跳車的情況。

- I don't want you to miss this because I care about you.

- 我不想讓你錯過這個，因為我關心你。

And I know that this is going to make your life better.

我知道這將會讓你的生活變得更好。

- Mophie made this for us.

- Mophie為我們做了這個。

They made this for you.

他們為你做了這個。

- HALO bolt, which is the car starter

- 哈洛螺栓，這是汽車啟動器。

that was really brought with the QVC, HSN consumer

是真正帶來了與QVC、HSN消費者的。

at mind forefront because it's such a demonstrable product.

在心目中的地位是最重要的，因為它是這樣一個可證明的產品。

and it demonstrates so easy on that channel.

它演示瞭如此簡單的管道。

- We've started that vehicle.

- 我們已經啟動了那輛車。

- Shannon.

- Shannon.

- Goodbye.

- 再見了

- We did it.

- 我們做到了

- Oh my goodness.

- 哦，我的天啊。