1 . Be honest: how often does your social media scrolling lead to shopping? And how many of those things that TikTok made you buy did you actually need? Enter de-influencing, the TikTok trend flipping (颠覆) influencing on its head — and aiming to save our bank balances in the process.

De-influencing is the TikTok trend with hundreds of millions of views that’s challenging the hype (炒作) around so-called popular products by telling you what you shouldn’t buy, instead of what you should. It’s a response to a few different things, including a general feeling of overconsumption (you don’t need more stuff just because TikTok says you do) and the cost of living crisis.

It sounds progressive, but once you scratch the surface, there isn’t a huge difference between influencing and de-influencing. “De-influencing is a bit of a false product,” says Kendall. “It’s still influence but it’s telling people what not to buy.”While TikTokers may be warning consumers away from expensive or well-known products, some continue to influence by telling consumers what they should buy instead. For example, buying a heated roller set on Amazon over the Dyson Airwrap — this is still suggesting products with sweeping promises.

Ironically speaking, de-influencing is a good strategy for influencers and brands. Rising living costs mean consumers are less likely to spend a huge amount of money on big-ticket items, which means the influencers promoting them are less likely to generate income. Turning to promoting cheaper products plays into the so-called “Lipstick Effect,” where people treat themselves to little luxuries, instead of addictions, during times of economic uncertainty.

What is different about de-influencing is encouraging consumers to take a moment to think about whether they need a product and whether it’s right for them versus whether they’re simply being influenced because it’s new, popular, or exciting. This is part of a bigger movement in beauty. “There is also the reduction of regimens, the ingredient diet, the skin minimalism, and the stripping back of excess linked to sustainability and over-consumption,” says Kendall. “This is a positive approach to marketing.”

1. Why does the author use the questions at the beginning of Paragraph 1?

A．To introduce the topic.	B．To highlight an opinion.
C．To illustrate an argument.	D．To predict the ending.

2. As for de-influencing, which would the author agree with?

A．It’s telling people what to buy to challenge the hype.

B．It is a bit of a true product influencing people.

C．It responds to a general feeling of overconsumption.

D．It’s an unwise strategy for influencers and brands.

3. What does de-influencing encourage consumers to do?

A．Get what is popular.	B．Purchase a novel product.
C．Increase consumption in beauty.	D．Buy only what is needed.

4. Which of the following is a suitable title for the text?

A．De-influencing: The Trend Killing Influencer Marketing

B．Brands are all Scared of the De-influencing Trend

C．De-influencing Pushes the Shift to Overconsumption

D．De-influencing: The Trend Putting Truthfulness First

2 . The global secondhand market is expected to increase at three times the rate of the overall global clothing market up to 2027, driven by Gen Z consumers, according to online secondhand platform Thredup.

The company’s 11th annual resale report, released on Wednesday, says Gen Z consumers will account for nearly two-thirds of incremental (增量) secondhand spend as their purchasing power increases. Thredup’s report contains much data and research from analytics firm Globaldata, which conducted a survey of over 3,000 American adults, asking specific questions about their behaviors and preferences for secondhand.

Opportunities exist in great numbers for secondhand platforms to expand business online and connect with Gen Z consumers who already purchase secondhand clothing online. Some 58 per cent of Gen Z who bought secondhand clothing over the last 12 months made at least one purchase online — more than any other generation, the report says.

Demand for secondhand goods is driving retailers (零售商) to rethink their strategies. Some 86 per cent of retail executives say their customers are already participating in resale, up 8 per cent on 2021.“Brands are adopting resale at an accelerated rate to capture more of this demand,” says Thredup president Anthony Marino. “With more than half of Gen Z saying they’re more likely to shop with a brand that offers secondhand alongside new, resale is becoming table stakes (筹码) for retailers.”

One significant question surrounding resale’s growth is whether or not it’s a more eco-friendly way of shopping if customers are still consuming at an ever-rising pace. When secondhand shopping becomes sport-like for a generation of customers, and brands aren’t reducing production levels as they also make profits from resale, experts say it’s not actually a greener option.

“We have a huge issue with overproduction,” says Harriet Vocking, chief executive of the firm Eco-Age. “The fact that there is so much opportunity for resale highlights just how high the production and consumption rates are.” She argues that efforts should be directed at educating consumers and helping them understand the value of their purchases.

1. What does Thredup’s report show about Gen Z?

A．They depend too heavily on online shopping.

B．They are easily attracted to secondhand clothing.

C．They will be leading the way in secondhand sales.

D．They expect to have their purchasing power increased.

2. What does paragraph 4 highlight?

A．Retailers’ comments on resale.	B．The appeal of resale to retailers.
C．Retailers’ expectations of resale.	D．The impact of resale on retailers.

3. What is the major concern for experts like Harriet Vocking?

A．How to increase production.	B．How to make resale sustainable.
C．How to encourage consumption.	D．How to control the resale market.

4. In which section of a website may the text appear?

A．Business.

B．Education.

C．Environment.

D．Technology.

4 . Seasonality is a big part of business. For some industries, seasonal patterns are a defining feature. Agriculture is one obvious example; tourism another. Western toymakers notch up a huge proportion of their annual sales during Christmas. Construction is harder during cold weather, when that industry employs fewer people.

Firms less obviously tied to the seasons can still be deeply affected by them, as a recent review by Ian Hohm of the University of British Columbia makes clear. An analysis of social-media posts on the Internet found that dieting-related posts peak in the spring, as the season of body dysmorphia(变形) approaches.

Even when overall demand doesn’t vary greatly between the seasons, preterences change. Beef-eaters buy roasts in the slow-cooking winter season and plump for steaks during the summer months. Starbucks is among those firms that make seasonality a marketing event. The pumpkin-spiced latte is a reliable sign that autumn is on its way, along with falling leaves.

Seasonality also leaves a less obvious imprint(印记) inside organisations. This week, with so many bosses stuck on a mountain for the World Economic Forum’s annual meeting in Davos, productive employees can get on with some work and lazy ones can relax. School holidays offer an obvious form of seasonality, when employees without children are upset that they are covering for colleagues on holiday, and colleagues on holiday are upset that they have children.

Pay decisions are seasonal events, too. The time when employees find out their salary rises and bonuses sets off disappointment and happiness in all workplaces. In some, they are more like tsunamis. The actual date on which bonuses are paid matters too—once the money is safely put in the bank, people are more likely to move jobs.

There are other forms of corporate seasonality. While there isn’t much research on the impact of seasonality within firms, it’s certain that they have their own annual rhythms.

1. Why do people focus on dieting in spring posts according to the analysis?

A．They want to take time to get refreshed in spring.

B．They fear the summer heat will ruin their health.

C．They fear summer will reveal their body shapes.

D．They suffer a lack of proper food during winter.

2. What does the underlined part “plump for” in paragraph 3 mean?

A．Throw away.

B．Decide on.

C．Rule out.

D．Turn up.

3. What troubles childless employees during school holidays?

A．Being unable to relax in the absence of the boss.

B．Staying in step with the change of the seasons.

C．Accompanying the children of their colleagues.

D．Sharing the work of the employees with children.

4. What can be a suitable title for the text?

A．Companies Have Their Own Seasonal Rhythms

B．School Holidays Have an Effect on Companies

C．Corporate Seasonality Has Vast Social Effect

D．Employees Must Watch Beyond the Seasons

5 . For want of a chip, the factory was lost. On May 18th Toyota became the latest carmaker forced to cut production in a global shortage of microchips, announcing it would stop work at two of its plants in Japan. Other car makers have also had to send workers home.

The pain is not limited to the car industry, for the shortage spans all sorts of chips, from the expensive, high-tech devices that power smartphones and data-centers to the simple sensors and micro-controllers that have become a vital commodity (商品). This chip drought is the result of the covid-19 pandemic interacting with an industry that is subject to cycles of boom and bust.

“The most important thing”, says Malcolm Penn, who runs a chip-industry consultancy, “is that shortages are a natural part of the industry.” Chipmaking is a good example of a “pork-cycle” business, named for the regular swings between under- and over-supply in pork markets. As with pigs, the supply of chips cannot quickly react to changes in demand. Capacity was tight even before the pandemic, says Mr Penn, pointing out that investment by chipmakers in factory equipment has been below its long-term average for many years.

The pandemic arrived at the worst possible time. After an early crash, demand in several fields boomed. Locked-down consumers bought laptops and other devices. Cloud-computing operators added servers to deal with the wave of home-workers. The car industry was particularly badly hit by a decision to cut orders early in the pandemic-demand for cars has since recovered. But the complexities of the production process mean it takes time to recover. “I can cancel my orders in an afternoon,” says Mr. Penn. “If I want to start them up again, that takes months--and that capacity is now busy serving other customers.”

But the pork cycle is turning once again. Taiwan Semiconductor Manufacturing Company, the world’s biggest chipmaker, plans to spend $30bn on new capacity this year. Two other giants, have also decided on further investment. That will bring relief to the wider economy, but not immediately. The boss of IBM said he thought the shortages might last for two years. And, says Mr Penn, when the drought eventually ends, chipmakers may find they face a familiar problem on a bigger scale: a capacity investment in response to serious shortages today could well mean a sizeable surplus (过剩) tomorrow.

1. How does the author illustrate the cyclical nature of chipmaking in paragraph 3?

A．By referring to a quotation.	B．By making a comparison.
C．By drawing a conclusion.	D．By presenting an argument.

2. What may the investment mentioned in paragraph 5 eventually lead to?

A．Improved supply chain stability.	B．Timely assistance to the business.
C．Economic growth in related sectors.	D．Possible future oversupply of chips.

3. What can we learn from the passage?

A．Production capacity would recover soon.

B．A combination of reasons led to chip shortage.

C．An investment of S30bn was enough for the problem.

D．Toyota was the first carmaker to suspend production.

4. What might be the best title for the passage?

A．Loading, please wait	B．Dying, please act
C．Calling, please respond	D．Over-supplying, please stop

6 . Nostalgia (怀旧) is a powerful emotion that can be employed to create a strong emotional connection between a brand and its audience. By tapping into the fond memories and positive associations that people have with a particular brand, marketers can create a sense of familiarity and comfort that resonates (共鸣) with their audience. This emotional connection can then be used to drive engagement and loyalty, ultimately leading to increased sales.

In the case of Barbie movie marketing, nostalgia has been used. By incorporating elements of the classic Barbie brand into the movies, such as the symbolic pink color, the classic Barbie logo, and the inclusion of classic Barbie characters, the movies serve as a way to transport fans back to their childhood and relive their favorite memories.

This emotional connection is further strengthened by the marketing campaigns, which create a sense of community and excitement around the brand. By using social media to build hype (夸张报道) and anticipation for each movie, the brand has managed to create a loyal and engaged fan base that has contributed to its success.

The success of Barbie movie marketing has not been limited to the brand’s existing fan base. In fact, the movies have managed to attract a new generation of fans who may not have been familiar with the classic Barbie brand. By creating movies that are both entertaining and empowering, the brand has managed to appeal to a wider audience, including young girls who may be looking for strong female role models.

The impact of Barbie movie marketing on a new generation can be seen in the way that the brand has developed over the years. Although Barbie was once denounced for promoting unrealistic beauty standards and conventional gender images, the brand has since made significant steps in promoting diversity and inclusivity (包容性). The recent Barbie movies feature diverse actors and storylines that promote self-empowerment and self-acceptance, reflecting the changing attitudes and values of society.

1. Nostalgia is often used in marketing mainly because ______.

A．it enables a new brand to expand its markets quickly

B．it has a strong influence on people’s choice of goods

C．it brings back the audience’s positive emotions about a brand

D．it helps make goods appealing to customers of all age groups

2. What can we learn about Barbie movies?

A．They highlight the color of pink.	B．They use a different logo.
C．They target children as audiences.	D．They are about community stories.

3. How have Barbie movies managed to grow their fan base?

A．By simplifying the storylines.

B．By removing the classic characters.

C．By including more cultural elements.

D．By creating new female role models.

4. What does the underlined word “denounced” in the last paragraph probably mean?

A．Acknowledged.

B．Criticized.

C．Observed.

D．Respected.

7 . Americans love their automobiles. So long, it seems, as they don’t run on batteries. A survey published in July by the Pew Research Centre found that less than two-fifths of them would consider buying an electric vehicle (EV). Despite expanding charging networks and more EV models to choose from, that is a slightly lower share than the year before.

The biggest block to EV enthusiasm in America is price. The average EV there sells for $52,000, estimates Cox Automotive, a consultancy. That is not a world away from the $48,000 that Americans typically pay for a petrol vehicle. But total costs of ownership, which combine the sales price and running costs for five years, vary more widely. At $65,000, the typical EV is $9,000 more expensive to own than a petrol car (owing to factors like pricey home chargers, dearer insurance and, compared with Europe and China, inexpensive petrol).

All this leaves America’s car industry circling a roundabout. Consumers’ unwillingness to pay for expensive EVs is forcing carmakers to take action to shift stock (库存). Tesla has cut its prices several times in the past year. Carmakers are offering average discounts of almost 10% on their EVs, more than twice as generous as for petrol cars. But this is making it even harder for the companies to make money from battery power. Continued losses in turn may make car firms lose appetite to invest in a broader electric offering that would appeal to buyers.

American carmakers are still hoping they can escape this vicious (恶性的) circle. They are mostly postponing their American EV investments rather than pulling the plug on them. And from January the EV tax credits (免税) will also be available at the point of sale, making it less burdensome for buyers to take advantage of them. All this could eventually generate profits for car firms. Eventually may, though, come a bit later than hoped.

1. What is paragraph 2 mainly about?

A．The lack of diversity of EVs.

B．The uncertain prospect of EVs.

C．The barrier to the purchase of EVs.

D．The urgency of price reduction on EVs.

2. How do carmakers deal with the depressed EV industry?

A．Issuing EV tax credits policy.

B．Offering better discounts on EVs.

C．Cutting down the cost of production.

D．Investing in a wider electric offering.

3. What is the carmakers’ attitude towards the future of EV industry?

A．Dissatisfied.

B．Dismissive.

C．Cautious.

D．Casual.

4. What may be the best title of the text?

A．Is America’s EV Revolution Suspending?

B．Do Electric Vehicles Outweigh Petrol Cars?

C．EV Revolution Is Promoting Energy Transition

D．EV Is Gradually Dominating America’s Car Industry

8 . The Role of Crowdfunding in Business Growth

Crowdfunding is a fundraising method that makes use of the power of the Internet and social networks. It involves raising small amounts of money from a large number of individuals or investors, typically through online platforms. These platforms connect entrepreneurs (创业者) with potential backers who contribute funds to support a specific project, business, or idea.

Types of Crowdfunding

Reward-Based Crowdfunding—Backers get a reward, such as a product sample or easy access, in exchange for their contribution. This model is popular for startups and creative projects.   

Equity (股权) Crowdfunding—Investors receive shares or equity in the business in exchange for their funding. This model is ideal for small businesses looking to raise substantial capital and is subject to specific regulations.

Debt Crowdfunding—Entrepreneurs borrow money from backers and agree to repay it with interest over time. This model is similar to a loan and is suitable for businesses with a clear repayment plan.

Tips for a Successful Crowdfunding Campaign

Set clear goals: Define your funding goal, the purpose of the funds, and how you’ll use the money.

Persuasive story: Make an appealing and genuine story about your business. Explain why it matters and how backers’ contributions will make a difference.

Engage your network: Mobilize your existing network of friends, family, and professional contacts to support your campaign. Their initial contributions can build momentum (动力).

Transparency: Be transparent and honest about your project’s progress and any challenges you encounter. Backers appreciate honesty.

Fulfill promises: Once your campaign is successful, fulfill your promises to backers timely and communicate regularly.

1. According to the passage, which of the following is accurate about crowdfunding?

A．Reward-Based Crowdfunding is the most popular type of crowdfunding.

B．Backers can get the same kinds of rewards in the three types of crowdfunding.

C．Crowdfunding is a fundraising technique that relies on offline platforms.

D．Debt Crowdfunding is fit for businesses with a specific repayment schedule.

2. The 4^th tip “Transparency” probably means “________”.

A．carefulness

B．perseverance

C．frankness

D．optimism

3. The owners of Exploding Kittens, a card game corporation established six years ago, plan to raise a large sum of capital to start a promotion campaign. They are highly recommended to ________.

A．prefer Reward-Based Crowdfunding to Equity Crowdfunding

B．draft an attractive story about the campaign based on real information

C．realize their promises to backers on time even if the campaign is a failure

D．compare the initial support provided by different existing contacts

9 . Cafeterias have been filled with challenges — right from planning, purchasing, and preparing, to reducing waste, staying on budget, managing goods, and training staff. Through the tedious process, restaurateurs lacked a unified platform for efficient management. To bring consistency to the unorganised catering (餐饮) industry, childhood friends Arjun Subramanian and Raj Jain, who shared a passion for innovation, decided to partner in 2019 to explore opportunities in the cafeteria industry.

In May 2020, they co-founded Platos, a one-stop solution for restaurants with a custom technology kit to streamline all aspects of cafeteria management. The company offers end-to-end cafeteria management, staff selection and food trials to ensure smooth operations and consistent service. “We believe startups solve real problems and Platos is our shot at making daily workplace food enjoyable again. We aim to simplify the dining experience,   providing a convenient and efficient solution that benefits both restaurateurs and customers and creating a connected ecosystem,” says Subramanian, CEO and co-founder.

Platos guarantees that a technology-driven cafeteria allows customers to order, pay, pick up, and provide ratings and feedback. It also offers goods and menu management to effectively perform daily operations. Additionally, its applications connect all shareholders for a smart cafeteria experience. “We help businesses that are into catering on condition that they have access to an industrial kitchen setup where they’re making food according to certain standards,” Jain states.

Since the beginning, Platos claims to have transformed 45 cafeterias across eight cities in the country. Currently, it has over 45,000 monthly users placing more than 200,000 orders. Despite facing challenges in launching cafeterias across major cities in the initial stages, Platos has experienced a 15% increase in its month-over-month profits.

As for future plans, the startup is looking to raise $1 million from investors as strategic partners, bringing in capital, expertise, and networks. “Finding the right lead investor is the compass that points your startup toward success,” Subramanian says.

1. What does the underlined word “tedious” in Paragraph 1 mean?

A．Time-consuming.	B．Breath-taking.
C．Heart-breaking.	D．Energy-saving.

2. What is the purpose of founding Platos?

A．To connect customers with a greener ecosystem.

B．To ensure food security and variety in cafeterias.

C．To improve cafeteria management with technology.

D．To make staff selection more efficient and enjoyable.

3. What can we learn from the statistics in Paragraph 4?

A．Platos has achieved its ultimate financial goal.

B．Platos has gained impressive marketing progress.

C．Challenges in food industry can be easily overcome.

D．Tech-driven cafeterias have covered most urban areas.

4. What is Subramanian’s future plan for Platos?

A．To reduce costs.	B．To increase profits.
C．To seek investment.	D．To innovate technology.

10 . Step aside, blue collar. And white collar, pink collar and green collar. There’s a new collar in town. “New collar” jobs are those that require advanced skills but not necessarily advanced degrees, especially in emerging high-tech fields like artificial intelligence, cybersecurity (网络安全), electric vehicles and robotics.

There are real fears that workers will lose jobs to technology, especially artificial intelligence, in the coming years. But “new collar” optimists think in a more positive way: There are also real opportunities ahead for skilled workers who know how to handle machines.

“Somebody has to program, monitor and maintain those robots,” said Sarah Boisvert, the founder of the New-Collar Network.

Even if millions of high-tech jobs are created in the coming years, the impact on workers who lose jobs may be significant. For many Americans without four-year college degrees, according to census (人口普查) data, the new job market will require training.

Ginni Rometty, a former chief executive of IBM, is believed to have created a “new collar” in 2016. At the time, she said, IBM was having trouble filling cybersecurity jobs, partly because outdated criteria required that candidates have college degrees.

“Due to our high qualifications in these online jobs, we overlooked a large number of qualified and available candidates,” she wrote in an email. “Unless millions of people are trained in the skills employers need now,” she added, “they risk being unemployed even as millions of good-paying jobs go unfilled.”

Christopher M. Cox, a researcher who has written about the new-collar economy, said, “The alternative model of four-year universities is really great.” However, he added that “new collar” may also be a clever term that relieves the anxiety of workers by defining the constantly changing labor market and technology companies as more ideal rather than “terminators (终结者).”

1. What does “new collar” mean?

A．People engaged in cybersecurity.

B．People working at electric vehicles.

C．People closely connected with artificial intelligence.

D．People with advanced skills regardless of degrees.

2. What made IBM’s cybersecurity jobs unfilled?

A．Much stress.	B．Low salaries.
C．High qualifications.	D．Few candidates.

3. What is the benefit of the “new collar” economy to the society?

A．It gives more opportunities to the workers.

B．It helps artificial intelligence develop better.

C．It rebuilds the confidence of the white collar.

D．It changes the system of technology companies.

4. What is the purpose of the text?

A．To explain the anxiety of workers.	B．To state the electric vehicle industry.
C．To emphasise the college education.	D．To introduce the new-collar phenomenon.