近年来，网络直播发展很快。它不仅丰富了我们的业余生活，还有着巨大的商业潜力。
The live streaming industry is booming
by Frank Lavin
China is full of live streaming webcasts, much of it non-commercial, such as young people discussing their lives, offering diet tips or demonstrating dance moves. But live streaming has also become one of the most cost-effective tools for e-commerce in China, similar to what QVC produces, but with even greater variety and impact.
live /ˈlaɪv/ streaming 流媒体直播
webcast /ˈwebkɑːst/ n. 网上播送的节目
non- 前缀，表示否定
commercial /kəˈmɜːʃ(ə)l/ adj. 商业的
demonstrate /ˈdemənstreɪt/ v. 展示
cost-effective 少花钱多办事的
tool /tuːl/ n. 工具
e-commerce /ˌiːˈkɒmɜːs/ n. 电子商务
QVC 是一家美国公司，主要从事电视购物和网络购物
impact /ˈɪmpækt/ n. 显著影响
Why are consumers and brands both embracing this medium? First, there's a functional advantage to live streaming. It allows experts to show the product being used, to talk through techniques and permutations（组合方式）, to demonstrate various techniques, and to point out the results. The audience can ask questions in anonymity（匿名）, but the experience is interactive and immersive（沉浸式的）.
consumer /kənˈsjuːmə(r)/ n. 消费者
brand /brænd/ n. 品牌
embrace /ɪmˈbreɪs/ v. 拥抱、欣然接受
medium /ˈmiːdiəm/ n. 媒介、手段
functional /ˈfʌŋkʃ(ə)n(ə)l/ adj. 功能性的、实用的（由function加后缀-al变成形容词）
talk through 细致讨论
technique /tekˈniːk/ n. 技艺、手法
point out 指出、告知
audience /ˈɔːdiəns/ n. 观众
interactive /ˌɪntəˈræktɪv/ adj. 交互的、互动的
There's also a feeling of authenticity（真实性） that comes from live streaming. Reviews and reactions of fellow consumers already weigh heavily in Chinese buyers' purchasing decisions, and live streaming allows them to witness those reactions in real time. Live streaming bridges the gap between advertising and a reality TV show.
review /rɪˈvjuː/ n. 评价、评论
reaction /rɪˈækʃ(ə)n/ n. 反应、反响
fellow /ˈfeləʊ/ adj. 同类的、相同情况的
weigh /weɪ/ v. 有影响
purchase /ˈpɜːtʃəs/ v./n. 购买
witness /ˈwɪtnəs/ v. 目睹、当场看到
in real time 实时地
bridge /brɪdʒ/ v. 架桥（bridge the gap指缩小差距）
reality /rɪˈæləti/ n. 真人秀
The fact that the experience is real-time means the purchase can take place in real time as well. The use of someone with public stature（良好形象） validates the results. The best live streaming allows room for spontaneity（自然发生）, be it side chatter（闲聊）, a joke, or even a small mistake. After all, this is how friends talk with one another.
validate /ˈvælɪdeɪt/ v. 证实
room /ruːm/ n. 余地
What is absent in live streaming is the hard-sell shouting about the product that might occur in other settings. As consumers grow in sophistication（老练） and taste, they would rather participate in a chat. Live streaming invites the brand into the home in much the same way you would invite a friend.
absent /ˈæbs(ə)nt/ adj. 缺席的、不存在的
hard-sell 强行推销的
occur /əˈkɜː(r)/ v. 发生
setting /ˈsetɪŋ/ n. 环境、场景
taste /teɪst/ n. 品味
participate /pɑːˈtɪsɪpeɪt/ v. 参与
Most importantly, live streaming allows brands to be introduced to consumers through a richer experience. Demonstrations allow for a dialogue that can cover more complex subject matter. It's no wonder automakers have been using live streaming to launch new models.
importantly /ɪmˈpɔːt(ə)ntli/ adv. 重要地（由important加后缀-ly变成副词）
rich /rɪtʃ/ adj. 丰富的
demonstration /ˌdemənˈstreɪʃ(ə)n/ n. 演示、展示（由demonstrate加后缀-ion变成名词）
dialogue /ˈdaɪəlɒɡ/ n. 对话
complex /ˈkɒmpleks/ adj. 复杂的
subject matter 话题、题材
automaker /ˈɔːtəʊˌmeɪkə(r)/ n. 汽车制造商
launch /lɔːntʃ/ v. 发布、推出（新产品）
Perhaps the biggest group to adopt the practice is the beauty industry. A study by consumer research group L2 showed that two-thirds of beauty brands in China held live streaming events on Tmall, and many other platforms are being used as well. Indeed this same study showed that 14% of brands used at least four different platforms.
adopt /əˈdɒpt/ v. 采用、采取
practice /ˈpræktɪs/ n. 做法
Tmall 天猫
platform /ˈplætfɔːm/ n. 平台
indeed /ɪnˈdiːd/ adv. 实际上、确实
Live streaming can also be particularly potent for niche and new-to-market brands who do not have the ability to generate a buzz. Live streaming provides assurance the product is used, accepted and loved.
potent /ˈpəʊt(ə)nt/ adj. 强有力的、功效强的
niche /niːʃ/ n. 小众市场
generate /ˈdʒenəreɪt/ v. 产生
buzz /bʌz/ n. 嗡嗡声（这里指网上的热议）
assurance /əˈʃʊər(ə)ns/ n. 保证（由assure加后缀-ance变成名词）
In that same vein, live streaming can generate word of mouth. If you can explain it, you have internalized the brand's value proposition. Every product demo is like a wine tasting. Once the sommelier（品酒师） explains the wine to you, you can play that back in your head and repeat it to others.
in the same vein /veɪn/ 以同样的方式、同理
word of mouth 口碑
internalize /ɪnˈtɜːn(ə)laɪz/ v. 内化、使成为自己的一部分（由internal加后缀-ize变成动词）
proposition /ˌprɒpəˈzɪʃ(ə)n/ n. 观点、主张
demo 是demonstration的简写
play back 回放
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