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China’s TikTok Bans Rapid Livestream Selling
抖音禁止快速直播销售

In stark contrast to the typically long-windedproduct explanationson China’s e-commerce livestreams, the “rapid introductions” of products with little explanation has been a surprise hitamong consumers.
与中国电商直播中通常冗长的产品说明形成鲜明对比的是，几乎不作任何说明的
"快速介绍 "产品在消费者中引起了意外的反响。


A new sales tactic has become increasingly popular amongChina’s e-commerce livestreamers, in which products are held up to viewers then tossed asideat a frenetic pace. Now Douyin, the Chinese version of TikTok, is cracking down onthe practice to protect consumers.
在中国的电商直播平台上，一种新的销售手段越来越流行，即把产品举到观众面前，然后以疯狂的速度扔到一边。现在，抖音正在打击这种做法，以保护消费者。
Starting from Friday, Douyin will forbidsuch “rapid introductions” marketing tactics, whereby products are introducedone after the other with minimal or no product information provided. Violators may be fined and even see their accounts closed. 
从本周五开始，抖音将禁止这种"快速介绍 "的营销手段，即接二连三地介绍产品，却只提供极少的产品信息，甚至不提供任何产品信息。违规者可能会被罚款，甚至关闭账户。
Though the practice has been around for several years, it has come under the spotlightthis month due to the runaway successof Zheng Xiangxiang, a popular Douyin livestreamer with over 5.31 million followers on the platform. 
尽管这种做法已存在数年，但由于在抖音直播平台上拥有超过5
31
万粉丝的人气直播达人郑香香的一飞冲天，这种做法在本月成为焦点。
During the National Day holidayearlier this month, Zheng used the tactic in her livestreams while wearing clothes resembling a character from the hit summer movie“No More Bets” who is trafficked and forced to work as a croupier. Clips of her swiftly cycling through boxes of products one after the other have circulated widely online, with most products being shown on screenfor less than a second.  
在本月初的国庆长假期间，郑香香在她的直播中使用了这一手段，她穿着酷似暑期热映电影《孤注一掷》中一个被贩卖并被迫当赌台管理员的角色的衣服。她快速循环播放一箱又一箱产品的片段在网上广为流传，大多数产品在屏幕上的展示时间不到一秒钟。
According toCaasdata, a video analytics platform, Zheng’s livestreams primarily feature clothes sold for an average of23.12 yuan ($3.15), with daily necessitiesalso sold for an average of 10.94 yuan, including trash bags, cleaning detergents, and hangers.
根据视频分析平台Caasdata 的数据，Zheng 的直播主要以服装为主，平均售价为 23.12 元（3.15 美元），日用品的平均售价也为 10.94 元，包括垃圾袋、清洁剂和衣架。
This unique style stands in stark contrast to the typical livestreaming marketing tactics in China, in which hosts such asthe controversial“Lipstick King” Li Jiaqi can spend an entire livestream selling just one or two products. 
这种独特的风格与中国典型的直播营销策略形成了鲜明对比，在中国，像备受争议的"口红一哥"李佳琪这样的主持人可以在整场直播中只销售一两件产品。
The rapid pace, along with her low prices, earned Zheng over a million followers in just three days during the National Day holiday, according to Newrank, a data analytics platform.Meanwhile, her sales in the past month are estimated to be around 75-100 million yuan.
据数据分析平台Newrank 称，这种快速的节奏和低廉的价格使 Zheng 在国庆假期的短短三天内就赢得了超过一百万的粉丝。同时，她在过去一个月的销售额估计在 7500 万至 1 亿元左右。
“I was attracted by this special style, not too much talking and very concise,” said Wei, 30, who recently bought a pair of 10 yuan shoes, a 6 yuan handbag, and an 8 yuan top from Zheng. The products were delivered in plastic bags, and the shoes had a distinct smell of “cheap glue.”
"30 岁的魏最近从郑那里买了一双 10 元的鞋子、一个 6 元的手提包和一件 8 元的上衣。产品是用塑料袋包装的，鞋子有一股明显的 "廉价胶水 "的味道。
“Although they only cost a few yuan … I still believe that these products shouldn’t be sold even if they aren’t defective or excess inventory,” said Wei. “I think these products are creating waste and polluting the environment.”
"虽然这些产品只有几元钱......但我仍然认为，这些产品即使不是残次品或多余库存，也不应该出售，"魏说。"我认为这些产品在制造垃圾，污染环境。"
The sales tactic is intended to take advantage ofconsumers, said Shi Jinyu, a 23-year-old salesperson in the education industry. “Most people won’t bother to get a refund for items worth only 10-20 yuan, so the seller inevitably profits,” she said.
23 岁的教育行业销售员石金玉说，这种销售策略是为了占消费者的便宜。"她说："大多数人不会为价值仅 10-20 元的商品费心退款，因此卖家不可避免地会获利。
Zheng’s Douyin bio says that she livestreams every morning, but her last livestream was on Sunday. All the videos on her channelcurrently show her selling products at a normal speed.
郑的抖音简介上说她每天早上都会直播，但她最后一次直播是在周日。目前，她频道上的所有视频都显示她以正常速度销售产品。
Other popular e-commerce platforms such as Taobao Live have yet to announce specific rules surrounding “rapid introductions” marketing tactics. 
淘宝直播等其他热门电子商务平台尚未公布有关"快速介绍 "营销策略的具体规则。
Livestream e-commerce is big business in China. According to data from the Ministry of Commerce, there were more than 110 million e-commerce livestreams in the first half of 2023 and sales on major platforms reached 1.27 trillion yuan, both of whichincreased year-on-year.
直播电商在中国是一门大生意。根据商务部的数据，2023 年上半年电商直播超过 1.1 亿次，主要平台销售额达到 1.27 万亿元，同比均有增长。
However, as the market becomes more crowded, including fromAI competitors, livestreamers are exploring different ways to attract views, including dancing and performing while selling their products.
然而，随着市场变得越来越拥挤，包括来自人工智能竞争对手的竞争，直播者们正在探索不同的方式来吸引观众，包括在销售产品的同时跳舞和表演。
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