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  • Transcriber: Leslie Gauthier Reviewer: Joanna Pietrulewicz

    謄寫者: Leslie GauthierLeslie Gauthier 審稿人: Joanna PietrulewiczJoanna Pietrulewicz

  • Growing up, one of my fondest memories

    在我成長的過程中,我最美好的記憶之一就是

  • was of going to a local market with my mom every month

    是每個月和媽媽一起去當地的市場。

  • in the small town in India where we lived.

    在我們居住的印度小城。

  • We would spend the morning walking through an intricate maze

    我們會花一個上午的時間走過一個錯綜複雜的迷宮。

  • of small stores and street vendors,

    小商店和街頭小販的。

  • stopping at her favorite spots where everyone knew her,

    在她最喜歡的地方停了下來,那裡的人都認識她。

  • discovering what fruits were in season

    摸清時令水果

  • and what kitchenware was in stock.

    以及庫存的廚具有哪些。

  • She would spend hours examining things from all angles,

    她會花好幾個小時從各個角度考察事物。

  • quizzing sellers on their quality and where they came from.

    考驗賣家的品質和來歷。

  • They would show her the latest tools and gadgets,

    他們會向她展示最新的工具和小玩意。

  • picking the ones that they knew she would like.

    挑選那些他們知道她會喜歡的。

  • And we always walked back happy and satisfied,

    而我們總是高興而滿意地走回來。

  • our arms overflowing with dozens of shopping bags

    我們的懷裡裝著幾十個購物袋。

  • having bought so much more than what we originally intended.

    買的東西比我們原來打算的多得多。

  • A decade later,

    十年後。

  • as a college student in the bustling city of Delhi,

    作為一名大學生,在繁華的新德里市。

  • my friends and I would spend a similar few hours every month

    我和我的朋友們每個月都會花上幾個小時的時間

  • on "Fashion Street,"

    在 "時尚街",

  • a euphemism for the row of small stores

    鱗次櫛比

  • with the latest clothes at great prices.

    與最新的衣服,以優惠的價格。

  • We would spend hours rummaging through piles of clothes,

    我們會花上幾個小時的時間在一堆衣服中翻找。

  • trying on dozens of trinkets,

    試穿了幾十件小飾品。

  • getting advice from each other on what looked good

    互相取經

  • and what was on trend.

    以及什麼是潮流。

  • We would then combine everything we had bought

    我們會把我們買的所有東西組合起來

  • to negotiate a big discount.

    來商討一個大的折扣。

  • Each of us had different roles.

    我們每個人都有不同的角色。

  • One was great at putting the look together.

    一個人把造型做得很好。

  • Another one was better at negotiating the discount.

    另一個是比較擅長談折扣的。

  • And a third was always the timekeeper

    第三個總是計時員

  • to make sure that we got back to school on time.

    以確保我們按時回到學校。

  • Shopping is so much more than what you buy.

    購物比買什麼更重要。

  • It's a treasure hunt to discover something new,

    這是一次發現新事物的尋寶之旅。

  • a personalized recommendation from someone you trust.

    來自您信任的人的個性化推薦。

  • It's a negotiation to get that great deal

    要想得到那筆大買賣,就得好好商量一下了

  • and a time spent catching up with friends and family.

    以及與親朋好友相聚的時光。

  • It's social, it's interactive,

    它是社交的,是互動的。

  • it's conversational.

    它的對話。

  • Over the last two decades,

    在過去的20年裡,。

  • I have been researching consumers in emerging markets around the world,

    我一直在研究全球新興市場的消費者。

  • digging beneath the surface to truly understand who they are,

    挖掘表面之下,真正瞭解他們是誰。

  • how they live

    他們的生活方式

  • and what they want when they go shopping.

    以及他們去購物時想要什麼。

  • Shopping, like everything else, has moved online.

    購物,就像其他事物一樣,已經搬到了網上。

  • Shopping online is great.

    網上購物很不錯。

  • It's convenient -- at the click of a button,

    它很方便--只需點擊一個按鈕。

  • delivered to your doorstep.

    送到您家門口。

  • It has everything.

    它擁有一切。

  • It has great prices.

    它的價格很優惠。

  • But it's also static and impersonal.

    但它也是靜止的,沒有人情味的。

  • You sit alone in front of a computer or a mobile phone

    你一個人坐在電腦或手機前。

  • scrolling through hundreds of choices identified by an algorithm,

    在算法確定的數百個選擇中滾動。

  • delivered by a machine.

    由機器交付。

  • When you do have a query,

    當你確實有疑問時。

  • you interact with another machine or a bot --

    你與另一臺機器或一個機器人互動 --

  • rarely an actual human being.

    很少有真正的人。

  • What puzzles me about this

    我不明白的是

  • is when you speak to a successful salesperson,

    就是當你和一個成功的銷售人員說話的時候。

  • they will always tell you

    他們會告訴你

  • that the secret to closing a sale is the conversation.

    完成銷售的祕訣是談話。

  • People want to buy from other people.

    人們想從別人那裡買東西。

  • So why do we forget this most crucial ingredient

    那麼為什麼我們會忘記這個最關鍵的因素

  • when we shop online?

    當我們在網上購物時?

  • This impersonal, anonymous experience is leaving many of us less satisfied.

    這種非個人的、匿名的體驗讓我們很多人都不太滿意。

  • Returns are at an all-time high,

    回報率創歷史新高。

  • and we're left feeling --

    而我們留下的感覺 -

  • did I buy too much?

    我買的太多了嗎?

  • Did I buy too little?

    我是不是買的太少了?

  • Does it really look good on me?

    我穿起來真的好看嗎?

  • Did I even need this?

    我需要這個嗎?

  • And for the one billion consumers who are new to the internet

    而對於10億消費者來說,他們是互聯網的新手

  • in emerging markets,

    在新興市場,。

  • shopping online can be overwhelming.

    網上購物可能會讓人不知所措。

  • They are unsure whether they'll get what they can see,

    他們不確定是否能得到他們能看到的東西。

  • unsure whether they can trust the seller.

    不確定是否能信任賣家。

  • What if their money gets lost in cyberspace?

    如果他們的錢在網絡空間丟失了怎麼辦?

  • The question is:

    問題是:

  • can we create authentic, real, human conversation at scale?

    我們能不能大規模地創造真實的、真實的、人類的對話?

  • Can we create online marketplaces that are convenient and abundant

    能否打造便捷、豐富的網上市場?

  • and human?

    和人類?

  • The good news is that the answer is yes.

    好消息是,答案是肯定的。

  • Companies in emerging markets around the world,

    世界各地新興市場的公司。

  • in China, India and Southeast Asia,

    在中國、印度和東南亞。

  • are doing just this,

    正在這樣做。

  • using a model that I call conversational commerce.

    使用一種模式,我稱之為對話式商務。

  • It's hard to believe, isn't it?

    這很難讓人相信,不是嗎?

  • But let me give you a few examples.

    但讓我給你舉幾個例子。

  • First: Meesho,

    第一:Meesho,

  • an Indian company where you can build a trusted and authentic relationship

    一家印度公司,在那裡你可以建立一個值得信賴和真實的關係。

  • with a seller online.

    與網上的賣家。

  • The best part about shopping with my mom

    和媽媽一起購物最棒的部分

  • was that the sellers knew who she was

    是賣家知道她是誰

  • and she knew that she could trust them.

    她知道,她可以信任他們。

  • They would scroll through the hundreds of choices in the store

    他們會在商店裡翻閱數百種選擇

  • and pick and make personalized recommendations just for her,

    並專門為她挑選和做個性化推薦。

  • knowing what she would like and what would work for her.

    知道她會喜歡什麼,什麼適合她。

  • It's hard to imagine such a thing happening online on that scale,

    很難想象這樣的事情在網上發生的規模。

  • but that's exactly what Meesho is doing.

    但這正是Meesho正在做的事情。

  • On Meesho, you can shop over and over and over again,

    在Meesho上,你可以一遍又一遍地購物。

  • but instead of interacting with a stranger or a bot,

    但不是與陌生人或機器人互動。

  • you interact with the same person:

    你與同一個人互動。

  • a representative of Meesho who is a real human being

    彌正的代表人物

  • that you interact with via social media.

    你通過社交媒體與之互動。

  • Over time, she gets to know you better.

    隨著時間的推移,她會越來越瞭解你。

  • She knows your likes,

    她知道你的喜好。

  • your dislikes,

    你的不喜歡。

  • what you buy and when you buy it.

    你買什麼,什麼時候買。

  • And you learn to trust her.

    而你要學會信任她。

  • For example, she will message my sister right before Diwali

    比如說,她會在排燈節前給我妹妹發資訊。

  • with a new range of hand-loomed saris.

    與全新的手工織造紗麗系列。

  • She knows my sister loves saris --

    她知道我妹妹喜歡紗麗...

  • I mean, she has two cupboards full of them --

    我的意思是,她有兩個櫃子裡裝滿了它們 --

  • but she also knows that my sister always buys a sari right before Diwali

    但她也知道,我姐姐總是在排燈節前買紗麗。

  • for the Indian festive season.

    為印度節日期間。

  • And she also knows the kind of saris she would like.

    而且她也知道自己喜歡什麼樣的紗巾。

  • So instead of sending her hundreds of choices,

    所以,與其送她幾百種選擇。

  • she picks and chooses the colors and styles

    她選擇和選擇顏色和風格。

  • that she knows my sister would like.

    她知道我妹妹會喜歡的。

  • And then she answers her relentless questions.

    然後回答她無情的問題。

  • How does the silk feel? How does the fabric fall?

    蠶絲的手感如何?織物的落感如何?

  • Will this color look nice on me?

    我穿這個顏色好看嗎?

  • And so many more.

    還有很多。

  • It truly is a hybrid model,

    這確實是一種混合模式。

  • combining the convenience and scale of a large company

    結合了大公司的便利和規模

  • with the trusted personal relationship

    與信任的個人關係

  • that you would expect from the shop around the corner.

    拐角處的商店,你會期待。

  • My next example is LazLive.

    我的下一個例子是LazLive。

  • On LazLive in Thailand,

    在泰國的LazLive上。

  • you can watch real sellers describing products to you

    你可以看到真正的賣家向你描述產品。

  • via a live video stream.

    通過視頻直播。

  • Now, I love handbags.

    現在,我喜歡手提包。

  • And when I am in a store,

    而當我在店裡。

  • I like to examine a handbag from all angles before I buy it.

    我喜歡在買手提包之前,從各個角度去考察它。

  • I need to feel the texture on my skin,

    我需要感受一下我皮膚上的質感。

  • hang it on my shoulder and see how it looks,

    把它掛在我的肩膀上,看看它的樣子。

  • see how long the strap is,

    看看皮帶有多長。

  • open it up and look at the pockets inside

    開箱驗貨

  • to make sure that there is enough space for all the millions of things

    以確保有足夠的空間來容納所有數以百萬計的東西。

  • I need to put into my handbag.

    我需要把它放進我的手提包裡。

  • But when I try and buy a handbag online,

    但當我嘗試著在網上買一個手提包時。

  • I just see a few pictures:

    我只是看到幾張照片。

  • the basic shape and color and size.

    的基本形狀和顏色、大小。

  • But that's not enough, is it?

    但這還不夠,對吧?

  • To solve this problem,

    為了解決這個問題。

  • LazLive has developed a platform where actual sellers --

    LazLive已經開發了一個平臺,在這個平臺上,實際的賣家--。

  • real people can share information about clothes,

    真實的人可以分享衣服的資訊。

  • handbags, gadgets,

    手袋,小玩意。

  • cosmetics --

    化妝品...

  • describing the products to you,

    向您描述產品。

  • showing you what they are from the outside and the inside,

    從外在和內在向你展示它們的樣子。

  • explaining what they like and what they don't like.

    解釋他們喜歡什麼,不喜歡什麼;

  • You can ask them questions and get instant responses

    您可以向他們提出問題,並得到即時回覆

  • so that you are much more comfortable with what you buy before you buy it.

    這樣你在買東西之前,對自己買的東西就放心多了。

  • Over time,

    隨著時間的推移。

  • you can watch more videos from the same seller

    你可以從同一個賣家那裡看到更多的視頻。

  • and they start to feel more like a friend than a faceless machine.

    他們開始覺得自己更像一個朋友,而不是一個無臉的機器。

  • And they help you understand what you're going to buy,

    而且他們幫助你瞭解你要買的東西。

  • stay abreast of the latest trends

    與時俱進

  • and often discover things that you didn't even know existed.

    並經常發現一些你根本不知道存在的東西。

  • And finally, my favorite example:

    最後,我最喜歡的例子。

  • Pinduoduo,

    品多多。

  • one of the fastest-growing Chinese platforms,

    增長最快的中國平臺之一。

  • where you can actually shop with your friends online.

    在那裡,你可以真正與你的朋友在線購物。

  • You remember the fun I had

    你還記得我的樂趣

  • shopping with my friends on Fashion Street,

    和我的朋友在時尚街購物。

  • rummaging through stores,

    在商店裡翻箱倒櫃。

  • finding that perfect sandal,

    尋找完美的涼鞋。

  • negotiating that great deal?

    談判那筆大買賣?

  • Well, on Pinduoduo,

    那麼,在品多多上。

  • you can do just that.

    你可以做到這一點。

  • It's lonely to shop online,

    網購很寂寞。

  • and I miss hanging out with my friends.

    我很懷念和朋友們在一起的日子

  • But on Pinduoduo,

    但在品多多上。

  • when I find a product,

    當我發現一個產品。

  • I can either buy it myself at the regular price

    我可以自己以正價買下它

  • or I can share it with my friends via social media,

    或者我可以通過社交媒體與朋友分享。

  • discuss it with them,

    與他們討論。

  • get their advice,

    得到他們的建議。

  • and if we all choose to buy it together,

    而如果我們大家選擇一起購買。

  • we get a great deal.

    我們得到一個很大的交易。

  • These deals last only for a short time,

    這些優惠只持續很短的時間。

  • just like in the real world.

    就像在現實世界中一樣。

  • And there are lotteries and games and flash sales

    還有彩票和遊戲,還有閃電銷售

  • to keep all the excitement going.

    以保持所有的興奮點。

  • It's a fascinating model,

    這是一個迷人的模型。

  • really helping you rediscover the joy and connection

    真正幫助你重新發現快樂和聯繫。

  • of shopping with your friends and family in the bazaars of yore.

    與您的朋友和家人在過去的集市上購物。

  • What's important to note

    需要注意的是

  • is that these are not stray experiments.

    是,這些都不是雜牌實驗。

  • In markets like China, India and Southeast Asia,

    在中國、印度和東南亞等市場。

  • over 500 million consumers engage in conversational commerce,

    超過5億消費者參與了對話式商務。

  • and these models are growing much faster

    而這些模式的增長速度要快得多

  • than the traditional, more static e-commerce platforms.

    比起傳統的、比較靜態的電商平臺。

  • Conversational commerce emerged

    對話式商務的出現

  • to solve the needs of first-time online shoppers,

    以解決首次網購者的需求。

  • but my research shows

    但我的研究表明

  • that it is equally compelling for more experienced shoppers,

    這對於更有經驗的購物者來說,同樣具有吸引力。

  • not just in emerging markets but around the world.

    不僅在新興市場,而且在全世界。

  • In fact, when we tested conversational commerce

    事實上,當我們測試對話式商務

  • with consumers in the US,

    與美國的消費者。

  • they found it more compelling for the same reasons as consumers in Asia.

    他們發現它更引人注目,原因與亞洲消費者相同。

  • Consumers who engage in conversational commerce

    參與對話式商務的消費者

  • spend 40 percent more

    多花四成

  • with higher satisfaction and lower returns.

    滿意度較高,回報率較低。

  • I strongly believe that in the not-so-distant future,

    我堅信,在不遠的將來。

  • conversational commerce will become the norm,

    對話式商務將成為常態。

  • revolutionizing shopping around the world,

    徹底改變了世界各地的購物方式。

  • and traditional e-commerce platforms like Amazon will need to adapt

    和亞馬遜等傳統電商平臺將需要調整

  • or risk becoming irrelevant.

    否則有可能變得無關緊要。

  • For brands,

    對於品牌。

  • this is a crucial next step

    這是下一步的關鍵

  • and an unprecedented opportunity,

    和前所未有的機遇。

  • moving on from mass marketing in the 20th century

    從20世紀的大規模營銷中走出來

  • and analytics-based hyperpersonalization in the last two decades,

    和基於分析的超個人化在過去20年。

  • to building a truly authentic and deep personal connection

    建立真正的真實和深刻的個人聯繫

  • with their consumers.

    與他們的消費者。

  • And for us shoppers,

    而對於我們購物者來說。

  • it brings back the magic,

    它帶來的神奇。

  • making online shopping finally feel human again.

    讓網購終於又有了人性化的感覺。

  • Thank you.

    謝謝你了

Transcriber: Leslie Gauthier Reviewer: Joanna Pietrulewicz

謄寫者: Leslie GauthierLeslie Gauthier 審稿人: Joanna PietrulewiczJoanna Pietrulewicz

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B1 中級 中文 TED 購物 賣家 消費者 手提包 市場

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