The most common forms of live stream marketing
Online Marketplaces
Online marketplaces like Taobao and Jingdong allow users to buy and sell products without ever leaving their homes. But the addition of live video streaming is proving vital to keep buyers interested. Why? By adding live streaming to the platform, these marketplaces can deliver the closest possible experience to “being there” for online buyers. Real-time interactivity offers the urgency of a real marketplace, urging immediate action and improving community participation.
Live Auctions (拍卖)
Live streaming opens up the auction items to those unable to physically attend, reaches participants with varying interests and ensures that each item sells at its proper valuation. Online auctions are big business, and real-time video delivery is critical. Whether auctioning off pets or fine art, any delay in a live stream could prevent bids (出价) from being recorded properly. Several milliseconds can translate to billions of dollars.
Influencer Streaming
Today’s celebrities aren’t necessarily on the big screen. An increasing number of stars rise to fame via social media each day. With a large number of faithful fans, influencers can use their personal brand and the power of live streaming to promote their favorite products in an interactive way. Influencer streaming originated on social media, but has now become commonplace across e-business sites as well.
Live Events
Newsworthy events, such as product launches and limited edition drops, increase the popularity of live stream marketing. Today, shoppable mobile streaming allows fans to purchase items in real time from the catwalks (T型走秀台) of Louis Vuitton and Victoria’s Secret.
1. How does live video streaming affect online marketplaces?| A．It makes goods more popular. |
| B．It keeps shop owners interested. |
| C．It offers a real experience of offline shopping. |
| D．It makes online shopping more like offline shopping. |
| A．They bring convenience for people physically attending. |
| B．They make sure that every item can finally be sold online. |
| C．They make it necessary to have high speed Internet access. |
| D．They provide opportunities of making great fortune overnight. |
| A．Online Marketplaces. | B．Influencer Streaming. |
| C．Live Auctions. | D．Live Events. |
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Caleb Street’s Inn
Located in the historic village of Catskill at the base of the mountains, Caleb Street’s Inn was built in 1785. It provides a view of the garden and Catskill Creek or guests can step outside for a walk along the Hudson River. A full breakfast is served every morning. Each of the four Pet-friendly rooms offers a private bath and a view of the river and neighboring buildings. Hiking trails(小路), golf courses and historic sites are only a short drive away.
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1. What is special about Caleb Street’s Inn?
| A．It has a golf course for guest |
| B．It provides a beautiful view of Kaaterskill Falls |
| C．It’s decorated with wood floors |
| D．It allows guests to take their dog or cat with them |
| A．have private bathrooms |
| B．has air conditioning in the rooms |
| C．are convenient for hiking |
| D．serve free breakfast in the morning |
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Sherlock Holmes stories by Sir Arthur Conan Doyle
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Oliver Twist by Charles Dickens
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Ulysses by James Joyce
The story follows Leopold Bloom and what happened on 16 June 1904. This is a tricky read but it is often thought of as one of the best novels in British literature.
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1. Why does the author write the whole passage?| A．Because he wants to attract readers to buy books. |
| B．Because he wants to introduce some famous writers. |
| C．Because he wants readers to learn about Britain through literature works. |
| D．Because he wants readers to pay a visit to Britain . |
| A．J.K.Rowling | B．Sir Arthur Conan Doyle |
| C．Jane Austen | D．James Joyce |
| A．Oliver wants to be a detective. | B．Oliver is a rich man. |
| C．Oliver comes from Dublin. | D．Oliver is an orphan. |
It’s the dead of winter in Shanghai. Delivery man Liu Jia and his colleagues start the day when most of people are still asleep. Working at a distribution point of a shopping website in Shanghai, they promise to deliver products within three hours of an order being placed. “I buy most of my grocery online, especially the heavy items. It’s convenient and cheap compared to the supermarket in my neighborhood,” Customer Chen Hong said. Orders such as these have increased for the New Year, forcing Liu Jia to work around the clock. “The orders are usually rice, laundry detergent（洗涤剂）, tissue paper and snacks, mostly food and articles for everyday use,” Liu Jia said.
According to an industry report, China’s B2C （Business to Customer） online sales are growing at an annual rate of 25 percent. Competition between online giants like Taobao and Jingdong is now fiercer than ever. “The essence of online shopping is that customers can buy products easily. So the competition is about: firstly, the range of products; secondly, the depth under each category of products; third, the price and user experience,” Pan Biao, vice president of YHD. com, said. E-commerce is one of China’s fastest growing sectors. It’s changed people’s buying habits, and even their living habits. And it’s had a huge impact on the retail industry. To make online shopping more convenient, major sites are investing heavily to build payment systems
and logistics（物流）networks.
On average, a retailer now can deliver goods to the majority of cities within 3 days, and to towns and more remote areas in the country within a week. “Competition will produce a number of good companies, making better products and services that customers need. In the field of E-commerce, we are leading the world in terms of products, services and industry development,” Liu Yinbin, associate professor with Dept of Information Management, Shanghai University, said. Experts also say customers are increasingly making their online purchases from mobile devices, opening up vast new opportunities and competition for retailers.
1. All of the following about Liu Jia are true EXCEPT that ________.
| A．he works as an online store owner in Shanghai |
| B．he has to work around the clock to deliver so many products |
| C．he starts working when most of people are still asleep |
| D．he must deliver products within three hours of an order being placed |
| A．way | B．advantage |
| C．result | D．influence |
| A．Chen Hong buys most of her electronic products online. |
| B．Pan Biao encourages retailers to open up new chances. |
| C．China’s B2C online sales are growing at a rate of 25 percent. |
| D．Liu Yinbin thinks competition will help make better products and services. |
| A．Customers like buying mobile devices. |
| B．Online shopping increases rapidly for Chinese New Year. |
| C．Most customers buy food and articles for everyday use. |
| D．Taobao and Jingdong are competing fiercely. |
【推荐2】Around July I had made a purchase from a website in the US. My shipment was sent out the very next day, and I expected the package to arrive at my doorstep within 5 to 7 days like before. Two weeks had passed, and I had not received my package. I decided to track it, and to my shock, the courier (快递公司) actually sent my package to a different country!
I didn't know what to do, so I emailed the courier, who told me I had to email the company from which I had made the purchase. Instead of helping me, the company redirected me to the courier. Rather than getting mad at this entire mess, I tried to calm down by focusing on the good things,those like the fact that I even had the money to make the purchase and that the company shipped out the package rather quickly. I also imagined myself receiving the package, which made me happier.
Weeks turning into months, there was still no sign of my package. As I signed up for updates, I was horrified when I woke up one day in September to see that my package had been returned to the US. Instead of getting depressed, I contacted the company to inform them about the shipment and sought advice about what to do next as I really wanted the items which were a limited edition. The customer service told me that they could only offer a full refund (退款) as the items were already sold out. Even though I accepted and was very pleased, there was still a part of me that was slightly disappointed.
Around the end of November, I received a text update that my package has cleared customs in the UK but I thought it had been returned to the company. Yesterday, my package arrived at my doorstep!
While it did take many months for the package to reach me, I felt incredibly grateful as I got what wanted! And for free! This showed me that the universe works in mysterious ways that we can never really understand but it is not our job to worry about how things will unfold.
1. Why was the author shocked soon after making the purchase?| A．The delivery took much less time than before. | B．He was informed that his package had been lost. |
| C．His package was mistakenly delivered elsewhere. | D．There was a delay in the shipment of his package |
| A．He was happy with the company where he made the purchase. |
| B．He liked the items so much that refunding couldn't clear regret. |
| C．The positive feedback from the company really comforted him. |
| D．The courier and the company agreed to return the package to the US. |
| A．Thankful. | B．Peaceful. | C．Hurtful. | D．Hopeful. |
| A．Good things come to those who wait. | B．Time and tide wait for no man. |
| C．Where there is a will, there is a way. | D．Chance only favors the prepared mind. |
【推荐3】It’s easier than ever to buy things online. It’s so easy that Ryan Cassata sometimes does it in his sleep. Casata, a 24-year-old singer, recently was informed by Amazon that a package had been shipped to his apartment, but he didn’t remember buying anything. When he logged onto his account and saw that some socks were on the way, he remembered: A few nights back, he had woken up in the middle of the night to browse-and apparently shop-on Amazon.
Casata shops when he’s awake, too, buying little gadgets like an onion chopper, discounted gums, and decorations like a Himalayan salt lamp. The other day, he almost bought a pizza pool float, until he remembered that he doesn’t have a pool.
Thanks to a perfect storm of factors, Americans are accumulating a lot of stuff. Now, the Internet has made it possible for us to shop from anywhere, anytime. And because of the globalization of manufacturing, everything is cheaper than ever before — so cheap that we add them to our online shopping carts without a second thought. Shopping online also feels good. Humans get a dopamine hit (多巴胺刺激) from buying stuff, according to research, and then also experience delayed pleasure when the order arrives a few days later, which may make it more physiologically rewarding than shopping in stores.
Justine Montoya, a caregiver in Los Angeles, who buys all sorts of stuff online, said, “In the past few months alone, I bought an S18 smart watch from Wish.com that I’ll probably never use, a second Kindle because it was on sale and I am worried my first Kindle is going to die soon, and a pair of wireless ear buds that I had hoped would allow me to charge my iPhone and listen to music at the same time, but that instead just fall out of my ears whenever I put them on. I also bought, on Amazon, a book about hiking, only to find the exact same book in a box of my stuff in my parents’ basement.”
1. What do we know about Casata when he was informed of a package?| A．He went to sleep. | B．He forgot buying anything. |
| C．He waited for it until midnight. | D．He was happy to receive the socks. |
| A．He already had one. | B．It was not discounted. |
| C．It was poorly decorated. | D．He doesn’t have a pool at all. |
| A．Factors contributing to overbuying online. |
| B．Conveniences brought by online shopping. |
| C．Reasons explaining why everything is cheap online. |
| D．Good feelings one can get through online shopping. |
| A．The quality of products is a major public concern. |
| B．We have a wide choice of products in online stores. |
| C．People accumulate useless stuff by shopping online. |
| D．Today people depend on the Internet to do shopping. |
