英语新闻 | 跨境电商主播英文溜到“飞起”！哥大硕士、导游姐姐都转行带货了…

2022-05-30 11:00:0004:12 1.6万

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英语新闻|跨境电商主播英文溜到“飞起”！哥大硕士、导游姐姐都转行带货了…

Attractive and charming livestream anchors have won the hearts of a large domestic audience, while those who can speak foreign languages are even attracting viewers from abroad.

如果说国内的带货主播们正用低价好货来吸引用户下单，跨境直播带货的主播们则必须要在保证销售价格合理的前提下，用流利的英语完整解释商品的购买方式和退换政策。

Huang Erxia, 38, switched from being a tour guide to a livestream anchor in May 2020, after the outbreak of the novel coronavirus virtually shut down the tourism industry. Huang’s unique selling point in what has become a crowded market was her foreign language skills.

今年38岁的黄尔夏在成为深圳梯拓科技有限公司的一名外语主播之前，一直从事出入境旅游的导游工作。2020年五月，因为新冠疫情对旅游行业的冲击，她放弃导游工作正式成为一名跨境电商主播。

“Back then, I thought it was not going to be difficult for me as I have an advantage in speaking foreign languages, and I’d seen people do livestreaming before on Douyin,” she said. “But that was not the case. It’s not that easy to do the job, especially when you have such a small audience to begin with.”

“起初因为我多年出入境旅游工作积攒的语言优势，并且我看过很多人在抖音上的直播，所以并不觉得做外语直播是一件很难的事情，”她说，“但是当我真正站在幕布前介绍产品时，才意识到做好这份工作并不是一件很容易的事情，尤其是有时候开播没有多少人。”

She said the most difficult part at the very beginning was to remain passionate and clear in introducing and describing the products she was selling — mostly women’s fashion. But it didn’t take too much time for me to get used to the job,” she said. “The only difference is now I receive the foreign customers online, rather than at on-site attractions.”

她说：“最难的就是需要保持激情和解说的逻辑不混乱，尤其是女装。但是我很快适应了这份工作，其实就和我之前做导游带国外游客的时候一样，唯一区别就是走出去的区域缩小到了线上平台。”

Staying passionate and sincere is also the sales secret of Zhang Zhou, who has worked as a cross-border livestreaming anchor in Shenzhen, Guangdong province, since last December.

保持热情和真诚也是张舟的销售秘诀，她在去年12月正式在深圳成为一名带货主播。

The 36-year-old finished her master’s degree at Columbia University in 2019 and started her own business in New York soon after. She returned to China and took the role as a transitional job due to the pandemic.

36岁的她于美国哥伦比亚硕士毕业后，曾在纽约自主创业，后来因为疫情原因，回国就业。

“I occasionally experience racism, but most of the time I get great satisfaction and happiness from my job,” she said.

因为面对的是海外用户，张舟坦言偶尔也会在直播留言中感觉到种族歧视。但她始终以真诚的态度认真解说每一件衣服，而这也带给她很大的成就感和温暖瞬间。

“In March, we made a mess of one order, sending five or six pieces of the wrong clothing to a customer in the United Kingdom. I wrote an apology and sent her a pearl necklace as compensation. I was surprised that she replied quickly and even sent me a wedding invitation. It’s really touching to win other people’s trust.”

“之前有一次，我们给一位英国的客户寄错了衣服，大概寄错了五六件吧，这对我们来说是很严重的工作失误了。我当时马上就给她发了道歉的邮件，还自己挑选了一条珍珠项链寄给她作为礼物。后来很意外的是，她竟然在回信中邀请我去参加她的婚礼！这让我觉得很暖心。”

Zhang said whether she continues to livestream or applies for a PhD in the future, she will remain involved in cross-border trade, as she sees there being great progress in the sector’s future.

张舟说不管以后自己会不会申请和直播相关的博士研究课题，她都会持续关注这个领域，也很看好跨境直播未来的发展前景。

In recent years, with the popularity of live broadcast anchors such as Li Jiaqi, "anchor" has become a new choice for more and more young people to find employment. Figures cited by Zhaopin, an online recruitment platform, show that livestreaming vacancies increased by 11.7 percent year-on-year in the third quarter of last year, while the number of job-seekers applying for jobs in the sector saw a year-on-year rise of 47 percent over the same period.

近几年，随着李佳琦等直播带货主播的爆红，“主播”成为越来越多年轻人就业的新选择。智联招聘数据显示，2021年第三季度直播行业招聘职位数同比增加11.72%，直播岗位的求职人数同比增加46.69%。

Three central departments — the Ministry of Commerce, the Cyberspace Administration of China and the National Development and Reform Commission — released a plan last October that placed particular focus on the development and regulation of cross-border e-commerce over the next four years.

2021年10月，商务部、中央网信办、国家发展改革委三部门印发了《“十四五”电子商务发展规划》，将发展跨境电商和海外仓列为重点工作之一。

iiMedia Research, a third-party data analysis institute headquartered in Guangzhou, Guangdong province, estimates in a newly released report that 2022 will be an important year for China’s cross-border livestreaming industry. It said the market volume is projected to exceed 100 billion yuan, which would represent a potential year-on-year increase of 210 percent.

艾媒咨询表示，2022年将是中国跨境直播电商的元年，预计2022年市场规模超过一千亿元，同比增长率高达210%。

Cao Yanbin, president of Tituo Kuajing Co in Shenzhen, said: “I’ve worked in the foreign trade business since 2009 and started this company in 2018. In April, TikTok — the short-video sharing platform — started an online shopping channel dedicated to Indonesia, and then in July, to the United Kingdom,” he said.

深圳梯拓科技有限公司董事长曹彦斌说：“我从2009年开始从事外贸业务，2018年转战跨境电商，同年4月在TikTok开通了专门针对印度尼西亚的在线购物频道，并在7月进入英国市场。”

“We plan to recruit more anchors this year. We offer free training to college students who are interested in becoming anchors.”

他很看好跨境电商未来发展前景，并表示：“我们今年将扩大主播招聘计划，免费扶持大学生从事跨境电商主播工作。”

anchors

英[ˈæŋkə(r)]；美[ˈæŋkər]

n.锚；支柱，靠山；节目主持人

v.抛锚，使停泊；使固定，扎根；主持

on-site

英[ɒn sɑɪt]；美[ɒn sɑɪt]

adj. & adv.现场的；【化】场区内，在工地上，就地

racism

英[ˈreɪsɪzəm]；美[ˈreɪsɪzəm]