演讲题目：The joy of shopping — and how to recapture it online
中英对照翻译
Growing up, one of my fondest memories was of going to a local market with my mom every month in the small town in India where we lived. We would spend the morning walking through an intricate maze of small stores and street vendors, stopping at her favorite spots where everyone knew her, discovering what fruits were in season and what kitchenware was in stock.
在成长过程中，我最美好的回忆之一就是每个月都和妈妈去我们住的印度小镇的一个当地市场。我们会花一上午的时间在错综复杂的小商店和街头小贩迷宫中漫步，在她最喜欢的每个人都认识她的地方停下来，发现什么水果是时令，什么厨具是库存。
She would spend hours examining things from all angles, quizzing sellers on their quality and where they came from. They would show her the latest tools and gadgets, picking the ones that they knew she would like. And we always walked back happy and satisfied, our arms overflowing with dozens of shopping bags having bought so much more than what we originally intended.
她会花几个小时从各个角度检查商品，询问卖家商品的质量和产地。他们会向她展示最新的工具和小玩意，挑选他们知道她喜欢的。我们总是高兴而满意地走回去，我们的胳膊上塞满了几十个购物袋，买的东西比我们原来打算的多得多。
A decade later, as a college student in the bustling city of Delhi, my friends and I would spend a similar few hours every month on "Fashion Street," a euphemism for the row of small stores with the latest clothes at great prices. We would spend hours rummaging through piles of clothes, trying on dozens of trinkets, getting advice from each other on what looked good and what was on trend.
十年后，我和朋友们在熙熙攘攘的德里读大学时，每个月都会在“时尚街”上花上类似的几个小时，这是对一排小店的委婉说法，这些小店都以高价出售最新的服装。我们会花几个小时翻找成堆的衣服，试穿几十件小饰品，从对方那里得到关于什么好看什么流行的建议。
We would then combine everything we had bought to negotiate a big discount. Each of us had different roles. One was great at putting the look together. Another one was better at negotiating the discount. And a third was always the timekeeper to make sure that we got back to school on time.
然后我们会把我们买的所有东西结合起来协商一个大折扣。我们每个人都有不同的角色。其中一个很擅长把造型组合起来。另一个更善于协商折扣。第三个总是计时员，确保我们按时回到学校。
Shopping is so much more than what you buy. It's a treasure hunt to discover something new, a personalized recommendation from someone you trust. It's a negotiation to get that great deal and a time spent catching up with friends and family. It's social, it's interactive, it's conversational.
购物比你买的要多得多。这是一个寻宝，发现一些新的，一个个性化的推荐从你信任的人。这是一个谈判，得到那么多，花了一段时间来赶上朋友和家人。它是社交的，互动的，是对话的。
Over the last two decades, I have been researching consumers in emerging markets around the world, digging beneath the surface to truly understand who they are, how they live and what they want when they go shopping. Shopping, like everything else, has moved online. Shopping online is great. It's convenient -- at the click of a button, delivered to your doorstep. It has everything.
在过去的二十年里，我一直在研究世界新兴市场的消费者，挖掘表面下的真实情况，真正了解他们是谁，他们的生活方式，以及他们购物时的想要什么。购物，和其他一切一样，已经在网上移动了。网上购物很好。这很方便——按一下按钮，就能送到你的门前。它什么都有。
It has great prices. But it's also static and impersonal. You sit alone in front of a computer or a mobile phone scrolling through hundreds of choices identified by an algorithm, delivered by a machine. When you do have a query, you interact with another machine or a bot -- rarely an actual human being.
它有很高的价格。但它也是静态的和客观的。你独自坐在电脑前或手机前，滚动浏览由一个算法识别的数百个选项，由机器传送。当您有查询时，您会与另一台机器或bot交互，很少是实际的人。
What puzzles me about this is when you speak to a successful salesperson, they will always tell you that the secret to closing a sale is the conversation. People want to buy from other people. So why do we forget this most crucial ingredient when we shop online? This impersonal, anonymous experience is leaving many of us less satisfied.
让我困惑的是，当你和一个成功的销售人员交谈时，他们总是会告诉你，结束销售的秘诀是交谈。人们想从别人那里买东西。那么，为什么我们在网上购物时忘记了这个最关键的因素呢？这种非个人的、匿名的经历让我们很多人不太满意。
Returns are at an all-time high, and we're left feeling -- did I buy too much? Did I buy too little? Does it really look good on me? Did I even need this? And for the one billion consumers who are new to the internet in emerging markets, shopping online can be overwhelming.
回报率创下历史新高，我们感到——我买得太多了吗？我买的太少了吗？我穿起来真的好看吗？我需要这个吗？而对于新兴市场的10亿互联网新手消费者来说，网上购物可能是势不可挡的。
They are unsure whether they'll get what they can see, unsure whether they can trust the seller. What if their money gets lost in cyberspace? The question is: can we create authentic, real, human conversation at scale? Can we create online marketplaces that are convenient and abundant and human?
他们不确定他们是否能得到他们能看到的，不确定他们是否能信任卖家。如果他们的钱在网络空间丢失了怎么办？问题是：我们能否在规模上创造真实、真实、人性化的对话？我们能创造方便、丰富、人性化的网上市场吗？
The good news is that the answer is yes. Companies in emerging markets around the world, in China, India and Southeast Asia, are doing just this, using a model that I call conversational commerce. It's hard to believe, isn't it? But let me give you a few examples. First: Meesho, an Indian company where you can build a trusted and authentic relationship with a seller online.
好消息是答案是肯定的。全世界新兴市场的公司，包括中国、印度和东南亚的公司，都在这样做，使用一种我称之为对话商务的模式。很难相信，不是吗？但让我举几个例子。第一个：印度公司Meesho，你可以在那里与网上卖家建立信任和真实的关系。
The best part about shopping with my mom was that the sellers knew who she was and she knew that she could trust them. They would scroll through the hundreds of choices in the store and pick and make personalized recommendations just for her, knowing what she would like and what would work for her. It's hard to imagine such a thing happening online on that scale, but that's exactly what Meesho is doing.
和妈妈一起购物最大的好处是卖家知道她是谁，她知道她可以信任他们。他们会滚动浏览商店里的数百种选择，挑选并为她提供个性化的推荐，知道她想要什么，什么适合她。很难想象这样的事情会在网上发生，但这正是美秀正在做的。
On Meesho, you can shop over and over and over again, but instead of interacting with a stranger or a bot, you interact with the same person: a representative of Meesho who is a real human being that you interact with via social media. Over time, she gets to know you better. She knows your likes, your dislikes, what you buy and when you buy it. And you learn to trust her.
在Meesho上，你可以一次又一次地购物，但不是与陌生人或机器人互动，而是与同一个人互动：Meesho的代表，他是你通过社交媒体与之互动的真实人类。久而久之，她会更了解你。她知道你的好恶，知道你买什么，什么时候买。你要学会信任她。
For example, she will message my sister right before Diwali with a new range of hand-loomed saris. She knows my sister loves saris -- I mean, she has two cupboards full of them -- but she also knows that my sister always buys a sari right before Diwali for the Indian festive season.
例如，她会在排灯节前给我妹妹发一系列新的手工织布纱丽。她知道我姐姐喜欢莎丽——我是说，她有两个柜子装满了莎丽——但她也知道我姐姐总是在排灯节前买一个莎丽，作为印度节日的礼物。
And she also knows the kind of saris she would like. So instead of sending her hundreds of choices, she picks and chooses the colors and styles that she knows my sister would like. And then she answers her relentless questions. How does the silk feel? How does the fabric fall? Will this color look nice on me? And so many more. It truly is a hybrid model, combining the convenience and scale of a large company with the trusted personal relationship that you would expect from the shop around the corner.
她也知道她想要什么样的纱丽。因此，她没有给她寄去成百上千种选择，而是挑选她知道我妹妹喜欢的颜色和款式。然后她回答了她一些比较繁琐的问题。丝绸摸起来怎么样？布料怎么掉下来的？我穿这个颜色好看吗？还有更多。这确实是一个混合模式，结合了大公司的便利性和规模，以及你期望从街角的商店得到的可信任的个人关系。
My next example is LazLive. On LazLive in Thailand, you can watch real sellers describing products to you via a live video stream. Now, I love handbags. And when I am in a store, I like to examine a handbag from all angles before I buy it.
我的下一个例子是拉兹利夫。在泰国的LazLive上，你可以通过实时视频流观看真实的卖家向你描述产品。现在，我喜欢手提包。当我在商店的时候，我喜欢在买手提包之前从各个角度检查它。
I need to feel the texture on my skin, hang it on my shoulder and see how it looks, see how long the strap is, open it up and look at the pockets inside to make sure that there is enough space for all the millions of things I need to put into my handbag. But when I try and buy a handbag online, I just see a few pictures: the basic shape and color and size. But that's not enough, is it?
我需要摸摸我皮肤上的纹理，把它挂在肩膀上，看看它的样子，看看带子有多长，打开看看里面的口袋，确保有足够的空间放进我的手提包里的数百万件东西。但是当我试着在网上买一个手提包时，我只看到一些图片：基本的形状、颜色和大小。但这还不够，是吗？
To solve this problem, LazLive has developed a platform where actual sellers -- real people can share information about clothes, handbags, gadgets, cosmetics -- describing the products to you, showing you what they are from the outside and the inside, explaining what they like and what they don't like. You can ask them questions and get instant responses so that you are much more comfortable with what you buy before you buy it.
为了解决这个问题，LazLive开发了一个平台，在这个平台上，真正的卖家——真人可以分享关于衣服、手袋、小玩意、化妆品的信息——向你描述产品，向你展示产品的内外部，解释他们喜欢什么和不喜欢什么。你可以问他们问题，得到即时的回答，这样你在买之前就对自己买的东西更放心了。
Over time, you can watch more videos from the same seller and they start to feel more like a friend than a faceless machine. And they help you understand what you're going to buy, stay abreast of the latest trends and often discover things that you didn't even know existed.
随着时间的推移，你可以从同一个卖家那里观看更多的视频，他们开始觉得自己更像是一个朋友，而不是一台不知名的机器。它们帮助你了解你要买的东西，了解最新的趋势，经常发现你甚至不知道存在的东西。
And finally, my favorite example: Pinduoduo, one of the fastest-growing Chinese platforms, where you can actually shop with your friends online. You remember the fun I had shopping with my friends on Fashion Street, rummaging through stores, finding that perfect sandal, negotiating that great deal? Well, on Pinduoduo, you can do just that.
最后，我最喜欢的例子是：Pinduodou，中国发展最快的平台之一，你可以和你的朋友在线购物。你还记得我和朋友们在时尚街购物，逛商店，找一双完美的凉鞋，谈一笔大买卖的乐趣吗？好吧，关于拼多多，你可以这么做。
It's lonely to shop online, and I miss hanging out with my friends. But on Pinduoduo, when I find a product, I can either buy it myself at the regular price or I can share it with my friends via social media, discuss it with them, get their advice, and if we all choose to buy it together, we get a great deal.
网上购物很寂寞，我也很怀念和朋友们在一起的时光。但在品多多，当我找到一个产品时，我可以自己以正常的价格购买，也可以通过社交媒体与朋友分享，与他们讨论，得到他们的建议，如果我们都选择一起购买，我们会得到很多。
These deals last only for a short time, just like in the real world. And there are lotteries and games and flash sales to keep all the excitement going. It's a fascinating model, really helping you rediscover the joy and connection of shopping with your friends and family in the bazaars of yore.
这些交易持续时间很短，就像在现实世界中一样。还有彩票、游戏和快速销售来保持所有的兴奋。这是一个迷人的模式，真的帮助你重新发现快乐和联系购物与你的朋友和家人在过去的集市。
What's important to note is that these are not stray experiments. In markets like China, India and Southeast Asia, over 500 million consumers engage in conversational commerce, and these models are growing much faster than the traditional, more static e-commerce platforms.
重要的是要注意的是，这些都不是离奇的实验。在中国、印度和东南亚等市场，超过5亿消费者参与了会话商务，这些模式的增长速度远远快于传统的、更静态的电子商务平台。
Conversational commerce emerged to solve the needs of first-time online shoppers, but my research shows that it is equally compelling for more experienced shoppers, not just in emerging markets but around the world. In fact, when we tested conversational commerce with consumers in the US, they found it more compelling for the same reasons as consumers in Asia. Consumers who engage in conversational commerce spend 40 percent more with higher satisfaction and lower returns.
会话商务的出现是为了解决首次在线购物者的需求，但我的研究表明，它对更有经验的购物者同样具有吸引力，不仅在新兴市场，而且在世界各地。事实上，当我们与美国消费者进行对话商务测试时，他们发现，出于与亚洲消费者相同的原因，对话商务更具吸引力。从事会话商务的消费者花费高出40%，满意度更高，回报更低。
I strongly believe that in the not-so-distant future, conversational commerce will become the norm, revolutionizing shopping around the world, and traditional e-commerce platforms like Amazon will need to adapt or risk becoming irrelevant.
我坚信，在不远的将来，会话商务将成为常态，彻底改变世界各地的购物方式，像亚马逊这样的传统电子商务平台将需要适应，否则将面临变得无关紧要的风险。
For brands, this is a crucial next step and an unprecedented opportunity, moving on from mass marketing in the 20th century and analytics-based hyperpersonalization in the last two decades, to building a truly authentic and deep personal connection with their consumers.
对于品牌而言，这是一个关键的下一步，也是一个前所未有的机会，从20世纪的大众营销和过去20年基于分析的超个性化转向与消费者建立真正真实和深厚的个人联系。
And for us shoppers, it brings back the magic, making online shopping finally feel human again. Thank you.
而对于我们这些购物者来说，它又带来了魔力，让网上购物最终重新感受到人性。非常感谢。
Remark：一切权益归TED所有，更多TED相关信息可至官网www.ted.com查询！
声明：除特别注明原创授权转载文章外，其他文章均为转载，版权归原作者或平台所有。如有侵权，请后台联系，告知删除，谢谢
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