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……
“So my friends, check out this one. This is really elegant. Look, we’ve got some elegant ones back here… This is a blue one and this is a pink one. How do you feel about this one?”
深圳的直播基地里，打扮时髦、英语流利的主播们已经开始为TikTok海外用户们挂链接讲解商品了。
她们站在搭设好的绿色幕布前，用流利的英语介绍着自己身上穿着的衣服，旁边的简易衣架上，还挂着几十件不同款式的衣服，她们语速极快，并同时360度展示衣服的颜色、款式和搭配方式。
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。
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.
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。
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.
黄尔夏在直播带货
起初，黄尔夏因为自己多年出入境旅游工作积攒的语言优势，并不觉得做外语直播是一件很难的事情。但是当她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。
“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.”
“因为海外直播和国内直播的流量不一样，尤其是有时候开播没那么多人，但是还是需要保持激情和解说的逻辑不混乱。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。”
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.”
“It’s more challenging to get people on TikTok, the short-video platform we perform our livestreams on, to purchase our products.”
今年36岁的张舟之前也是深圳的一名英文主播。在去年12月正式成为一名带货主播前，美国哥伦比亚硕士毕业的她曾在纽约自主创业，后来因为疫情原因，回国就业。她说直播带货很有意思，未来还可能申请关于跨境直播和创业相关的博士研究课题。
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.
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.
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。
“I occasionally experience racism, but most of the time I get great satisfaction and happiness from my job,” she said.
“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。”
“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.”
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。
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.
图源：新华社
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%。
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.
图源：中国日报
与此同时，得益于中国强大的制造业基础和庞大市场潜力，以及不断完善的跨境电商零售进口监管政策，跨境电商直播行业发展势头迅猛。
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。
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.
Under the plan, China will improve the standard of livestreaming and support the development of cross-border e-commerce by encouraging platforms to improve their warehousing, logistics and payment services.
图源：中国日报
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%。
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.
和传统直播带货相比，跨境直播带货这个新兴行业对主播的外语水平、语言表达能力和沟通能力要求更高。深圳梯拓科技有限公司董事长曹彦斌说自己2018年开始从外贸转战跨境电商，并逐步摸索跨境直播带货业务。他很看好跨境电商未来发展前景，并表示今年将扩大主播招聘计划，扶持大学生从事跨境电商主播工作。
Cao Yanbin, president of Tituo Kuajing Co in Shenzhen, said that thanks to the boom, cross-border livestreaming promises great future growth, which will create more vacancies for job-seekers.
“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.
“We plan to recruit more anchors this year. We offer free training to college students who are interested in becoming anchors.”
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