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星光璀璨，阿裡巴巴為雙十一辦晚會熱場（雙語）

原標題：星光璀璨，阿裡巴巴為雙十一辦晚會熱場（雙語）

愛語導讀:在光棍節到來之前，這個由電子商務巨頭阿裡巴巴在2009年開創的購物節，將帶來一場星光燦爛的晚會。



At the stroke of midnight on Tuesday, history will have been made as scores of Chinese shoppers log on to the Internet to be part of the mammoth 24-hour shopping festival.

周二晚12點，中國消費者蜂擁至互聯網上參加盛大的購物狂歡節，這將創造出新的歷史。

Joining them would be scores of retailers, big and small, offering discounts and freebies so that they could keep the cash registers ringing well into the next few weeks or even next year.

無數大大小小的商傢都將加入這次購物節，為消費者提供折扣和贈品，這將會影響他們接下來幾周甚至一年的銷售。

But this year, the frenzy is set to start much earlier. Prior to the main Singles’ Day event, the shopping festival, started by e-commerce giant Alibaba Group Holding Ltd in 2009, would be a star-spangled extravaganza set to rival the Spring Festival Gala on China Central Television, one of the most-watched television programs in the world with 690 million viewers in 2015.

但今年，這場狂歡開始得要早得多。在光棍節到來之前，這個由電子商務巨頭阿裡巴巴在2009年開創的購物節，將帶來一場星光燦爛的晚會。該晚會可以比肩中央電視臺春節聯歡晚會，一檔在2015年坐擁6億9千萬觀眾，擁有世界上最高收視率的電視節目。

Po Tian, who is in charge of marketing at Alibaba’s Tmall business-to-customer platform, said the company’s gala would have a digital twist and provide an experience of "what you see is what you get".

阿裡巴巴旗下B2C平臺天貓的市場部人員寶田說，這場晚會將會給電商界帶來一個轉變，為用戶提供“所看即所得”的購物體驗。

"Anything you see on broadcast, whether the clothes worn by celebrities or the items used in performance, you can get the related information on your smartphone," he said.

他說，“你在直播過程中看到的任何東西，無論是明星身上的衣服還是節目中使用的物品，都可以在智能手機上查到相關信息。”

According to Alibaba, viewers can watch the gala at 8:30 pm on Tuesday, on television, tablets and mobile phones. Moreover, they can also win coupons and discounts on items by shaking their smartphones during the broadcast.

根據阿裡巴巴的消息，觀眾可以在星期二晚上8:30在電視，平板電腦和手機上收看該聯歡晚會。此外，他們還可以通過在播放過程中晃動手機來獲得優惠券和折扣。

The new model of this kind of "from TV to online" gala has quickly caught on in China’s hyper-competitive e-commerce industry. JD.com Inc, Alibaba’s biggest rival in e-commerce, also held a gala to lure customers before Nov 11.

這種“從電視到網絡”的新模式，在中國超高競爭的電子商務行業被迅速趕上。京東，阿裡巴巴在電子商務業中最大的競爭對手，也在11月11前舉行瞭一個吸引顧客的晚會。

The Beijing-based company said it would offer e-coupons worth 3 billion yuan ($472 million) to smartphone shakers during the broadcast on Tuesday.

京東稱，它在周二晚上的直播中為搖動手機的客戶提供價值39億的電子優惠券。

Adam Xu, partner with Strategy Ltd, said Nov 11 has become a big volume-driven sales season for brands that are not profitable to drum up sales.

Strategy Ltd的合作夥伴亞當許表示，雙十一對於品牌來說已經成為一個走量銷售的旺季，這並不會給品牌帶來直接的銷售盈利。

"The impact on ’eyeballs’ is much more important for brands," he said, adding there is no better way to attract "eyeballs" than hosting a gala.

“對他們來說更重要的是給品牌帶來影響”，他說，“沒有比辦一場盛大的晚會更好的吸引眼球的方式瞭。”

No doubt, the annual shopping event has been getting louder, bigger and more crowded than ever before with the participation of merchants from both online and offline channels, buyers from both in and out of China. Last year, Alibaba generated $9.3 billion in gross merchandise volume.

毫無疑問，隨著商傢在線上線下渠道的共同參與，買傢囊括中國內外，一年一度購物節的名氣已經越來越響亮，越來越大，參與人數也更勝以往。去年，阿裡巴靜電除油煙機價格巴的總成交額高達93億美元。

However, Nicholas Kontopoulos, global head of fast-growth markets market除油煙機ing innovation at SAP hybris, a Switzerland-based e-commerce company, said to survive and thrive in today’s era of "digi-tail" means taking advantage of technology to create something that consumers can connect with. Alibaba has done so by creating this gala event, he said.

然而，瑞典電子商務公司SAP hybris負責全球新興市場和營銷創新的尼古拉斯·康多普洛斯表示，要在當今的“數字化”時代中生存和發展，需要利用技術來創造一些能夠連接消費者的東西。阿裡巴巴通過舉辦這場晚會做到瞭這一點。 來源:China Daily

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聲明：本文由入駐搜狐號的作者撰寫，除搜狐官方賬號外，觀點僅代表作者本人，不代表搜狐立場。

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