The joy of shopping -- and how to recapture it online | Nimisha Jain

40,276 views

2021-02-11 ใƒป TED


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The joy of shopping -- and how to recapture it online | Nimisha Jain

40,276 views ใƒป 2021-02-11

TED


์•„๋ž˜ ์˜๋ฌธ์ž๋ง‰์„ ๋”๋ธ”ํด๋ฆญํ•˜์‹œ๋ฉด ์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค.

00:00
Transcriber: Leslie Gauthier Reviewer: Joanna Pietrulewicz
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๋ฒˆ์—ญ: Celine Joo ๊ฒ€ํ† : Jihyeon J. Kim
๊ธฐ์–ต์— ๋‚จ๋Š” ์–ด๋ฆด ์  ์ฆ๊ฑฐ์šด ์ถ”์–ต์ด ์žˆ์–ด์š”.
์—„๋งˆ์™€ ๋งค๋‹ฌ ๋™๋„ค ์‹œ์žฅ์— ๊ฐ€๋˜ ์ผ์ด์ฃ .
์ธ๋„ ์–ด๋А ์ž‘์€ ๋งˆ์„ ์‹œ์žฅ์ด์—ˆ์–ด์š”.
00:13
Growing up, one of my fondest memories
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์•„์นจ ๋‚ด๋‚ด ๋ฏธ๋กœ๊ฐ™์ด ๋ณต์žกํ•œ ์‹œ์žฅ์„ ๊ฑฐ๋‹๋ฉฐ
00:16
was of going to a local market with my mom every month
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์ž‘์€ ์ƒ์ ๊ณผ ๊ฐ€ํŒ๋Œ€๋ฅผ ๊ตฌ๊ฒฝํ–ˆ์ฃ .
00:20
in the small town in India where we lived.
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์—„๋งˆ๊ฐ€ ์ œ์ผ ์ข‹์•„ํ•˜๋˜ ๊ฐ€๊ฒŒ์—์„  ๋ชจ๋‘๊ฐ€ ์—„๋งˆ๋ฅผ ์•Œ์•„๋ดค์–ด์š”.
00:24
We would spend the morning walking through an intricate maze
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๋ฌด์Šจ ๊ณผ์ผ์ด ์ œ์ฒ ์ธ์ง€, ์–ด๋–ค ์ฃผ๋ฐฉ์šฉํ’ˆ ์žฌ๊ณ ๊ฐ€ ๋“ค์–ด์™”๋Š”์ง€๋„ ์‚ดํŽด๋ดค์ฃ .
00:27
of small stores and street vendors,
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00:30
stopping at her favorite spots where everyone knew her,
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์—„๋งˆ๋Š” ์žฅ์‹œ๊ฐ„ ๋ฌผ๊ฑด์„ ์‹ ์ค‘ํ•˜๊ฒŒ ๊ณ ๋ฅด๋ฉด์„œ
00:34
discovering what fruits were in season
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์ƒ์ธ๋“ค์—๊ฒŒ ๋ฌผ๊ฑด์˜ ํ’ˆ์งˆ๊ณผ ์›์‚ฐ์ง€๋ฅผ ๋ฌผ์–ด๋ดค์–ด์š”.
00:37
and what kitchenware was in stock.
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00:39
She would spend hours examining things from all angles,
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์ƒ์ธ๋“ค์€ ์‹ ์ œํ’ˆ์„ ๋ณด์—ฌ ์ฃผ๋ฉด์„œ
00:43
quizzing sellers on their quality and where they came from.
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์—„๋งˆ๊ฐ€ ์ข‹์•„ํ•  ๋งŒํ•œ ๊ฑธ ์ถ”์ฒœํ–ˆ์ฃ .
๋Œ์•„์˜ค๋Š” ๊ธธ์ด ๋Š˜ ์ฆ๊ฒ๊ณ  ๋งŒ์กฑ์Šค๋Ÿฌ์› ์–ด์š”.
00:48
They would show her the latest tools and gadgets,
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์–‘ํŒ”์— ๋‚€ ๋ด‰์ง€ ์ˆ˜์‹ญ ๊ฐœ ์•ˆ์—๋Š”
00:51
picking the ones that they knew she would like.
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๊ณ„ํš๋ณด๋‹ค ๋„˜์น˜๊ฒŒ ์‚ฌ๋“ค์ธ ๋ฌผ๊ฑด์œผ๋กœ ๊ฐ€๋“ํ–ˆ์ฃ .
00:55
And we always walked back happy and satisfied,
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00:59
our arms overflowing with dozens of shopping bags
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10๋…„ ํ›„ ๋Œ€ํ•™์ƒ์ด ๋˜๊ณ  ๋ถ„์ฃผํ•œ ๋„์‹œ ๋ธ๋ฆฌ์— ์‚ด๋ฉด์„œ
01:03
having bought so much more than what we originally intended.
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์–ด๋ฆด ์  ์ถ”์–ต์ฒ˜๋Ÿผ ์นœ๊ตฌ๋“ค๊ณผ ๋งค๋‹ฌ ์‡ผํ•‘ํ–ˆ์–ด์š”.
โ€˜ํŒจ์…˜์ŠคํŠธ๋ฆฌํŠธโ€™์—์„œ ๋ง์ด์ฃ .
01:08
A decade later,
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01:09
as a college student in the bustling city of Delhi,
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์ž‘์€ ๊ฐ€๊ฒŒ๊ฐ€ ๋‚˜๋ž€ํžˆ ์ค„์ง€์–ด
01:12
my friends and I would spend a similar few hours every month
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์ตœ์‹  ์˜ท๋“ค์„ ์ €๋ ดํ•˜๊ฒŒ ํŒŒ๋Š” ๊ณณ์ด์—ˆ์–ด์š”.
01:16
on "Fashion Street,"
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์‹œ๊ฐ„ ๊ฐ€๋Š” ์ค„ ๋ชจ๋ฅด๊ฒŒ ์˜ท๋”๋ฏธ๋ฅผ ๋’ค์ง€๊ณ 
01:17
a euphemism for the row of small stores
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์žฅ์‹ ๊ตฌ๋“ค์„ ์ˆ˜์—†์ด ์ฐจ ๋ณด๋ฉด์„œ
01:20
with the latest clothes at great prices.
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๋ญ๊ฐ€ ์œ ํ–‰์ด๊ณ  ๋ญ๊ฐ€ ์–ด์šธ๋ฆฌ๋Š”์ง€ ์„œ๋กœ ์กฐ์–ธํ–ˆ์ฃ .
01:24
We would spend hours rummaging through piles of clothes,
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๊ทธ๋Ÿฌ๊ณ ๋Š” ๊ตฌ๋งคํ•œ ๋ชจ๋“  ๊ฑธ ํ•œ๋ฐ ๋ชจ์•„ ๊ฐ€๊ฒฉ ํ˜‘์ƒ์„ ํ–ˆ์–ด์š”.
01:28
trying on dozens of trinkets,
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01:30
getting advice from each other on what looked good
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์นœ๊ตฌ๋“ค์€ ๊ฐ์ž ๋‹ค๋ฅธ ์—ญํ• ์„ ๋งก์•˜๋Š”๋ฐ
01:32
and what was on trend.
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01:34
We would then combine everything we had bought
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์–ด๋–ค ์นœ๊ตฌ๋Š” ์–ด์šธ๋ฆฌ๋Š” ์˜ท๋ผ๋ฆฌ ์ง์„ ์ž˜ ์ง€์—ˆ๊ณ 
์–ด๋–ค ์นœ๊ตฌ๋Š” ํฅ์ •ํ•˜๋Š” ๋ฐ ์†Œ์งˆ์ด ์žˆ์—ˆ์ฃ .
01:37
to negotiate a big discount.
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01:40
Each of us had different roles.
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ํ•œ ์นœ๊ตฌ๊ฐ€ ๋Š˜ ์‹œ๊ฐ„์„ ํ™•์ธํ•ด ์ค€ ๋•๋ถ„์—
01:42
One was great at putting the look together.
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์ œ์‹œ๊ฐ„์— ํ•™๊ต๋กœ ๋Œ์•„๊ฐˆ ์ˆ˜ ์žˆ์—ˆ๊ณ ์š”.
01:45
Another one was better at negotiating the discount.
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์‡ผํ•‘์€ ๋ฌผ๊ฑด ๊ตฌ๋งค ํ–‰์œ„ ๊ทธ ์ด์ƒ์ž…๋‹ˆ๋‹ค.
01:49
And a third was always the timekeeper
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์ƒˆ๋กœ์šด ๊ฑธ ๋ฐœ๊ฒฌํ•˜๋Š” ๋ณด๋ฌผ์ฐพ๊ธฐ๋ฉด์„œ
01:51
to make sure that we got back to school on time.
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๊ฐ€๊นŒ์šด ์‚ฌ๋žŒ์—๊ฒŒ ๋ฐ›๋Š” ๋งž์ถคํ˜• ์ถ”์ฒœ์ด๊ธฐ๋„ ํ•˜์ฃ .
01:55
Shopping is so much more than what you buy.
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๊ฐ€๊ฒฉ์„ ๋‘๊ณ  ๋ฒŒ์ด๋Š” ํ˜‘์ƒ์ด๊ธฐ๋„ ํ•˜๊ณ 
01:58
It's a treasure hunt to discover something new,
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์นœ๊ตฌ๋‚˜ ๊ฐ€์กฑ๊ณผ ํ•จ๊ป˜ํ•˜๋Š” ์‹œ๊ฐ„์ด๊ธฐ๋„ ํ•ด์š”.
02:00
a personalized recommendation from someone you trust.
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์„œ๋กœ ์–ด์šธ๋ฆฌ๊ณ  ์†Œํ†ตํ•˜๋ฉฐ
02:04
It's a negotiation to get that great deal
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๋Œ€ํ™”๋ฅผ ๋‚˜๋ˆ„๋Š” ํ–‰์œ„์ฃ .
02:07
and a time spent catching up with friends and family.
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์ง€๋‚œ 20๋…„์— ๊ฑธ์ณ
์ „ ์„ธ๊ณ„ ์‹ ํฅ๊ตญ ์†Œ๋น„์ž๋ฅผ ๋Œ€์ƒ์œผ๋กœ ์—ฐ๊ตฌํ•˜๋ฉด์„œ
02:11
It's social, it's interactive,
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02:13
it's conversational.
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๊ฒ‰์œผ๋กœ ๋ณด์ด๋Š” ๋ชจ์Šต ๋„ˆ๋จธ๋กœ
02:15
Over the last two decades,
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๊ทธ๋“ค์ด ์ง„์ • ๋ˆ„๊ตฌ์ธ์ง€ ์–ด๋–ป๊ฒŒ ์‚ฌ๋Š”์ง€
02:17
I have been researching consumers in emerging markets around the world,
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์‡ผํ•‘ํ•  ๋•Œ ๋ฌด์—‡์„ ์›ํ•˜๋Š”์ง€ ์‚ดํŽด๋ดค์–ด์š”.
02:22
digging beneath the surface to truly understand who they are,
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์‡ผํ•‘ ์—ญ์‹œ ์˜คํ”„๋ผ์ธ์—์„œ ์˜จ๋ผ์ธ์œผ๋กœ ์˜ฎ๊ฒจ ๊ฐ”์Šต๋‹ˆ๋‹ค.
์˜จ๋ผ์ธ ์‡ผํ•‘์€ ์ฐธ ์ข‹์•„์š”.
02:26
how they live
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02:27
and what they want when they go shopping.
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์ผ๋‹จ ํŽธ๋ฆฌํ•˜์ฃ . ํด๋ฆญ ํ•œ ๋ฒˆ์œผ๋กœ ๋ฌธ ์•ž๊นŒ์ง€ ๋ฐฐ์†ก๋˜๋‹ˆ๊นŒ์š”.
02:30
Shopping, like everything else, has moved online.
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์ข‹์€ ๊ฐ€๊ฒฉ์œผ๋กœ ๋ชจ๋“  ๊ฑธ ๊ตฌํ•  ์ˆ˜ ์žˆ๊ณ ์š”.
02:34
Shopping online is great.
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๋ฐ˜๋ฉด ์ •์ ์ด๋ฉด์„œ ์ธ๊ฐ„๋ฏธ๊ฐ€ ์—†์–ด์š”.
02:36
It's convenient -- at the click of a button,
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ํ˜ผ์ž ์•‰์•„ ์ปดํ“จํ„ฐ๋‚˜ ํœด๋Œ€ํฐ์œผ๋กœ
02:38
delivered to your doorstep.
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02:40
It has everything.
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02:41
It has great prices.
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์•Œ๊ณ ๋ฆฌ์ฆ˜์ด ์ฐพ์•„๋‚ธ ์ˆ˜๋ฐฑ ๊ฐœ ๊ฒ€์ƒ‰ ๊ฒฐ๊ณผ๋ฅผ ํ›‘์–ด๋ณด๋ฉฐ
02:43
But it's also static and impersonal.
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๋ฌผ๊ฑด์„ ๊ณ ๋ฆ…๋‹ˆ๋‹ค.
02:46
You sit alone in front of a computer or a mobile phone
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๊ถ๊ธˆํ•œ ๊ฒŒ ์ƒ๊ธฐ๋ฉด
02:50
scrolling through hundreds of choices identified by an algorithm,
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๋˜ ๋‹ค๋ฅธ ๊ธฐ๊ณ„๋‚˜ ๋กœ๋ด‡์—๊ฒŒ ์งˆ๋ฌธํ•˜์ฃ .
์‹ค์ œ ์‚ฌ๋žŒ์ด ๋‹ตํ•˜๋Š” ๊ฒฝ์šฐ๋Š” ๊ฑฐ์˜ ์—†์–ด์š”.
02:54
delivered by a machine.
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02:56
When you do have a query,
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๊ทธ๋Ÿฐ๋ฐ ๋‹นํ™ฉ์Šค๋Ÿฝ๊ฒŒ๋„
02:58
you interact with another machine or a bot --
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์‹ค์  ์ข‹์€ ํŒ๋งค์›๊ณผ ์–˜๊ธฐ๋ฅผ ๋‚˜๋ˆ  ๋ณด๋ฉด
03:01
rarely an actual human being.
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ํŒ๋งค ๋น„๊ฒฐ์€ ๋ฐ”๋กœ ๋Œ€ํ™” ๊ธฐ์ˆ ์— ์žˆ๋‹ค๊ณ  ํ•ด์š”.
03:05
What puzzles me about this
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03:07
is when you speak to a successful salesperson,
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์‚ฌ๋žŒ์€ ์‚ฌ๋žŒ๊ณผ ๊ฑฐ๋ž˜ํ•˜๊ณ  ์‹ถ์–ด ํ•ฉ๋‹ˆ๋‹ค.
03:10
they will always tell you
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์™œ ์šฐ๋ฆฌ๋Š” ์˜จ๋ผ์ธ ์‡ผํ•‘ํ•  ๋•Œ ์ด ์ œ์ผ ์ค‘์š”ํ•œ ์š”์†Œ๋ฅผ ์žŠ๋Š” ๊ฑธ๊นŒ์š”?
03:12
that the secret to closing a sale is the conversation.
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03:16
People want to buy from other people.
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์šฐ๋ฆฌ๋Š” ๋Œ€๊ฐœ ์ธ๊ฐ„๋ฏธ ์—†๋Š” ์ต๋ช…์˜ ๊ฒฝํ—˜์— ๋งŒ์กฑํ•˜์ง€ ๋ชป ํ•ด์š”.
03:20
So why do we forget this most crucial ingredient
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03:23
when we shop online?
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์Šต๊ด€์ฒ˜๋Ÿผ ๋ฐ˜ํ’ˆํ•˜๋Š” ์‹œ๋Œ€๋ฅผ ์‚ด๋ฉฐ
03:25
This impersonal, anonymous experience is leaving many of us less satisfied.
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์šฐ๋ฆฌ๋Š” ์ž์‹ ์—๊ฒŒ ๋ฌป์ฃ .
๋„ˆ๋ฌด ๋งŽ์ด ์ƒ€๋‚˜?
๋„ˆ๋ฌด ์กฐ๊ธˆ ์ƒ€๋‚˜?
๋‚˜ํ•œํ…Œ ์ •๋ง ์ž˜ ์–ด์šธ๋ฆฌ๋‚˜?
03:32
Returns are at an all-time high,
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ํ•„์š”ํ•ด์„œ ์‚ฐ ๊ฑด๊ฐ€?
03:34
and we're left feeling --
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์ธํ„ฐ๋„ท์„ ์ฒ˜์Œ ์ ‘ํ•˜๋Š” ์‹ ํฅ ์‹œ์žฅ ์†Œ๋น„์ž 10์–ต ๋ช…์—๊ฒŒ
03:36
did I buy too much?
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03:37
Did I buy too little?
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03:39
Does it really look good on me?
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์˜จ๋ผ์ธ ์‡ผํ•‘์€ ๋ฒ„๊ฑฐ์šธ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
03:41
Did I even need this?
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03:43
And for the one billion consumers who are new to the internet
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ํ™”๋ฉด์ƒ ๋ณด์ด๋Š” ๊ฑธ ์ •๋ง ์‹ค๋ฌผ๋กœ ๊ฐ–๊ฒŒ ๋ ์ง€
03:46
in emerging markets,
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ํŒ๋งค์ž๋ฅผ ์‹ ๋ขฐํ•  ์ˆ˜ ์žˆ๋Š”์ง€ ๋ถˆํ™•์‹คํ•˜๋‹ˆ๊นŒ์š”.
03:48
shopping online can be overwhelming.
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์‚ฌ์ด๋ฒ„์ƒ์—์„œ ๋ˆ์„ ์žƒ์„๊นŒ๋ด ๋ถˆ์•ˆํ•˜๊ฒ ์ฃ ?
03:52
They are unsure whether they'll get what they can see,
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์ด๋Ÿฐ ์งˆ๋ฌธ์„ ํ•ด ๋ณด์ฃ .
์˜จ๋ผ์ธ์—์„œ๋„ ํ˜„์‹ค๊ฐ ๋‚˜๋Š” ๋Œ€ํ™”๋ฅผ ๊ตฌํ˜„ํ•  ์ˆ˜ ์žˆ์„๊นŒ์š”?
03:55
unsure whether they can trust the seller.
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03:57
What if their money gets lost in cyberspace?
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04:01
The question is:
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์˜จ๋ผ์ธ ์‹œ์žฅ์ด ํŽธ๋ฆฌํ•จ๊ณผ ๋‹ค์–‘ํ•œ ๊ตฌ์ƒ‰์„ ๊ฐ–์ถ”๋ฉด์„œ
04:03
can we create authentic, real, human conversation at scale?
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์ธ๊ฐ„๋ฏธ๋„ ๋”ํ•  ์ˆ˜ ์žˆ์„๊นŒ์š”?
๋‹คํ–‰ํžˆ๋„ ๊ฐ€๋Šฅํ•ฉ๋‹ˆ๋‹ค.
04:09
Can we create online marketplaces that are convenient and abundant
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์ „ ์„ธ๊ณ„ ์‹ ํฅ ์‹œ์žฅ ๊ธฐ์—…๋“ค์€
04:15
and human?
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์ค‘๊ตญ, ์ธ๋„, ๊ทธ๋ฆฌ๊ณ  ๋™๋‚จ์•„์‹œ์•„์—์„œ
04:17
The good news is that the answer is yes.
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04:20
Companies in emerging markets around the world,
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โ€˜๋Œ€ํ™”ํ˜• ์ƒ๊ฑฐ๋ž˜โ€™๋ผ๋Š” ๋ชจ๋ธ์„ ์‚ฌ์šฉํ•ฉ๋‹ˆ๋‹ค.
04:24
in China, India and Southeast Asia,
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์ƒ์†Œํ•œ ๊ฐœ๋…์ด์ฃ ?
04:26
are doing just this,
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์˜ˆ๋ฅผ ๋ช‡ ๊ฐ€์ง€ ๋“ค์–ด ๋ณผ๊ฒŒ์š”.
04:29
using a model that I call conversational commerce.
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์ฒซ ๋ฒˆ์งธ๋Š” โ€˜๋ฏธ์‡ผโ€™์ž…๋‹ˆ๋‹ค.
์ด ์ธ๋„ ๊ธฐ์—…์€ ํŒ๋งค์ž์™€ ์†Œ๋น„์ž ์‚ฌ์ด ์‹ ๋ขฐ๋ฅผ ์ค‘์š”์‹œํ•˜๋ฉฐ
04:33
It's hard to believe, isn't it?
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04:35
But let me give you a few examples.
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์˜จ๋ผ์ธ ์‹œ์žฅ์„ ์šด์˜ํ•˜์ฃ .
04:39
First: Meesho,
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04:40
an Indian company where you can build a trusted and authentic relationship
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์–ด๋ฆด ์  ์—„๋งˆ๋ž‘ ์‡ผํ•‘ํ•  ๋•Œ
ํŒ๋งค์ž๋“ค์€ ์—„๋งˆ๋ฅผ ์•Œ๊ณ 
์—„๋งˆ๋Š” ํŒ๋งค์ž๋ฅผ ์‹ ๋ขฐํ–ˆ๋‹ค๋Š” ์ ์ด ์ฐธ ์ข‹์•˜์–ด์š”.
04:46
with a seller online.
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04:48
The best part about shopping with my mom
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๊ฐ€๊ฒŒ์— ์žˆ๋Š” ์ˆ˜๋ฐฑ ๊ฐœ ์ƒํ’ˆ์ค‘์—์„œ
04:51
was that the sellers knew who she was
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ํŠน๋ณ„ํžˆ ๊ณ ๋ฅธ ๋ฌผ๊ฑด์„ ์ถ”์ฒœํ•ด ์คฌ์Šต๋‹ˆ๋‹ค.
04:53
and she knew that she could trust them.
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04:56
They would scroll through the hundreds of choices in the store
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์—„๋งˆ์—๊ฒŒ ๋ฌด์—‡์ด ์•ˆ์„ฑ๋งž์ถค์ผ์ง€ ์•Œ๊ณ  ์žˆ์œผ๋‹ˆ๊นŒ์š”.
05:00
and pick and make personalized recommendations just for her,
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์ด๋Ÿฐ ์ผ์ด ์˜จ๋ผ์ธ์—์„  ๋ถˆ๊ฐ€๋Šฅํ•  ๊ฒƒ ๊ฐ™์ง€๋งŒ
๋ฐ”๋กœ ๋ฏธ์‡ผ๊ฐ€ ํ•˜๋Š” ์ผ์ž…๋‹ˆ๋‹ค.
05:05
knowing what she would like and what would work for her.
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๋ฏธ์‡ผ์—์„œ ์‡ผํ•‘์„ ๊ฑฐ๋“ญํ•˜๋ฉด์„œ
05:08
It's hard to imagine such a thing happening online on that scale,
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๋ชจ๋ฅด๋Š” ์‚ฌ๋žŒ์ด๋‚˜ ๋กœ๋ด‡๊ณผ ๋Œ€ํ™”ํ•˜๋Š” ๋Œ€์‹ 
05:12
but that's exactly what Meesho is doing.
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05:14
On Meesho, you can shop over and over and over again,
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ํ•ญ์ƒ ๋™์ผํ•œ ์‚ฌ๋žŒ๊ณผ ์†Œํ†ตํ•ฉ๋‹ˆ๋‹ค.
๋ฏธ์‡ผ๋ฅผ ๋Œ€ํ‘œํ•˜๋Š” ์ง์›๊ณผ
05:19
but instead of interacting with a stranger or a bot,
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์†Œ์…œ ๋ฏธ๋””์–ด๋ฅผ ๊ธฐ๋ฐ˜์œผ๋กœ ๋Œ€ํ™”ํ•˜์ฃ .
05:23
you interact with the same person:
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์‹œ๊ฐ„์ด ์ง€๋‚˜๋ฉด์„œ ๋ฏธ์‡ผ๋Š” ์—ฌ๋Ÿฌ๋ถ„์„ ๋” ์ž˜ ์•Œ๊ฒŒ ๋ฉ๋‹ˆ๋‹ค.
05:26
a representative of Meesho who is a real human being
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์—ฌ๋Ÿฌ๋ถ„์˜ ์ทจํ–ฅ์„ ํŒŒ์•…ํ•˜๊ณ 
05:30
that you interact with via social media.
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๋ฌด์—‡์„ ์–ธ์ œ ๊ตฌ๋งคํ•˜๋Š”์ง€๋„ ์••๋‹ˆ๋‹ค.
05:33
Over time, she gets to know you better.
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๊ทธ๋Ÿฌ๋ฉด ์—ฌ๋Ÿฌ๋ถ„์€ ๋ฏธ์‡ผ๋ฅผ ๋ฏฟ๊ฒŒ ๋˜์ฃ .
์ผ๋ก€๋กœ ๋ฏธ์‡ผ๊ฐ€ ๋””์™ˆ๋ฆฌ๋ฅผ ์•ž๋‘๊ณ  ์ €ํฌ ์–ธ๋‹ˆ์—๊ฒŒ ๋ฉ”์‹œ์ง€๋ฅผ ๋ณด๋‚ด
05:36
She knows your likes,
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05:37
your dislikes,
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05:39
what you buy and when you buy it.
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์ตœ์‹  ํ•ธ๋“œ๋ฉ”์ด๋“œ ์‚ฌ๋ฆฌ๋“ค์„ ์†Œ๊ฐœํ–ˆ์–ด์š”.
05:41
And you learn to trust her.
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๋ฏธ์‡ผ๋Š” ์–ธ๋‹ˆ๊ฐ€ ์‚ฌ๋ฆฌ๋ฅผ ์ข‹์•„ํ•˜๋Š” ๊ฑธ ์ž˜ ์•Œ์•„์š”.
05:44
For example, she will message my sister right before Diwali
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์˜ท์žฅ ๋‘ ๊ฐœ๊ฐ€ ๊ฝ‰ ์ฐจ๋„๋ก ์‚ฌ๋ฆฌ๊ฐ€ ์žˆ์ง€๋งŒ
๋””์™ˆ๋ฆฌ ์ง์ „์— ๊ผญ ์ƒˆ ์‚ฌ๋ฆฌ๋ฅผ ์‚ฐ๋‹ค๋Š” ๊ฑธ ์•Œ์ฃ .
05:48
with a new range of hand-loomed saris.
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05:51
She knows my sister loves saris --
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์ธ๋„ ์ถ•์ œ ๊ธฐ๊ฐ„์ด๋‹ˆ๊นŒ์š”.
05:53
I mean, she has two cupboards full of them --
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์–ธ๋‹ˆ๊ฐ€ ์–ด๋–ค ์Šคํƒ€์ผ ์‚ฌ๋ฆฌ๋ฅผ ์ข‹์•„ํ•˜๋Š”์ง€๋„ ์•Œ์•„์š”.
05:55
but she also knows that my sister always buys a sari right before Diwali
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๊ทธ๋Ÿฌ๋‹ˆ ์ˆ˜๋ฐฑ ๊ฐ€์ง€ ์‚ฌ๋ฆฌ๋ฅผ ๋ณด์—ฌ์ฃผ๋Š” ๋Œ€์‹ 
06:00
for the Indian festive season.
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๋ฏธ์‡ผ๋Š” ๋งž์ถคํ˜•์œผ๋กœ ์ƒ‰์ƒ๊ณผ ์Šคํƒ€์ผ์„ ๊ณจ๋ผ ์ค๋‹ˆ๋‹ค.
06:02
And she also knows the kind of saris she would like.
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์–ธ๋‹ˆ ์ทจํ–ฅ์„ ๋ฐ”ํƒ•์œผ๋กœ์š”.
06:06
So instead of sending her hundreds of choices,
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๊ทธ๋Ÿฌ๊ณ ๋Š” ์–ธ๋‹ˆ์˜ ์ง‘์š”ํ•œ ์งˆ๋ฌธ๋“ค์— ๋‹ตํ•ด ์ฃผ์ฃ .
06:09
she picks and chooses the colors and styles
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์‹คํฌ ๋А๋‚Œ์€ ์–ด๋–ค์ง€, ์›๋‹จ์€ ์–ด๋–ป๊ฒŒ ๋–จ์–ด์ง€๋Š”์ง€
06:12
that she knows my sister would like.
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์ƒ‰์ƒ์ด ๋ณธ์ธ์—๊ฒŒ ์–ด์šธ๋ฆด์ง€
06:14
And then she answers her relentless questions.
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์ด๋Ÿฐ ์งˆ๋ฌธ๋“ค ๋ง์ด์ฃ .
์ง„์ • ํ•˜์ด๋ธŒ๋ฆฌ๋“œํ˜•์ด์—์š”.
06:18
How does the silk feel? How does the fabric fall?
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๋Œ€๊ธฐ์—…์ด ์ œ๊ณตํ•˜๋Š” ํŽธ๋ฆฌํ•œ ์„œ๋น„์Šค์—
06:21
Will this color look nice on me?
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06:23
And so many more.
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๋™๋„ค ์ƒ์ ์—์„œ ๋А๋‚„๋งŒํ•œ ์นœ๋ฐ€ํ•œ ์ธ๊ฐ„๊ด€๊ณ„๊นŒ์ง€ ๋”ํ–ˆ์œผ๋‹ˆ๊นŒ์š”.
06:25
It truly is a hybrid model,
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06:27
combining the convenience and scale of a large company
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โ€˜๋ผ์ฆˆ๋ผ์ด๋ธŒโ€™๋„ ์˜ˆ๋กœ ๋“ค์–ด ๋ณผ๊ฒŒ์š”.
06:32
with the trusted personal relationship
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ํƒœ๊ตญ ๋ผ์ฆˆ๋ผ์ด๋ธŒ์—์„œ๋Š”
06:35
that you would expect from the shop around the corner.
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์‹ค์ œ ํŒ๋งค์ž๊ฐ€ ์ œํ’ˆ์„ ์†Œ๊ฐœํ•˜๋Š” ์˜์ƒ์„ ๋ณด์—ฌ ์ค๋‹ˆ๋‹ค.
06:39
My next example is LazLive.
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๋ผ์ด๋ธŒ ์ŠคํŠธ๋ฆฌ๋ฐ ๋ฐฉ์†ก์„ ์ด์šฉํ•˜์ฃ .
06:42
On LazLive in Thailand,
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06:44
you can watch real sellers describing products to you
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๊ฐ€๋ฐฉ์„ ์‚ฌ๊ณ  ์‹ถ์–ด์„œ ์ƒ์ ์— ๊ฐ”๋‹ค๊ณ  ํ•ฉ์‹œ๋‹ค.
๊ตฌ๋งค ์ „์— ๊ฐ€๋ฐฉ์„ ๊ผผ๊ผผํ•˜๊ฒŒ ์‚ดํŽด ๋ณด๊ณ  ์‹ถ๊ฒ ์ฃ .
06:49
via a live video stream.
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06:52
Now, I love handbags.
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๊ฐ€๋ฐฉ์ด ํ”ผ๋ถ€์— ๋‹ฟ๋Š” ๋А๋‚Œ์€ ์–ด๋–ค์ง€
06:54
And when I am in a store,
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์–ด๊นจ์— ๊ฑธ์นœ ๋ชจ์–‘์€ ์–ด๋–ค์ง€
06:56
I like to examine a handbag from all angles before I buy it.
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๊ฐ€๋ฐฉ๋ˆ์€ ์–ผ๋งˆ๋‚˜ ๊ธด์ง€
๋‚ด๋ถ€ ํฌ์ผ“ ํฌ๊ธฐ๋ฅผ ๋ณด๋ฉด์„œ
07:00
I need to feel the texture on my skin,
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์˜จ๊ฐ– ์žก๋™์‚ฌ๋‹ˆ๋ฅผ ๋„ฃ๊ณ  ๋‹ค๋‹ˆ๊ธฐ์— ์ ๋‹นํ•œ์ง€ ๋”ฐ์ ธ ๋ด์•ผ์ฃ .
07:03
hang it on my shoulder and see how it looks,
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07:05
see how long the strap is,
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07:07
open it up and look at the pockets inside
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ํ•˜์ง€๋งŒ ์˜จ๋ผ์ธ์—์„œ ๊ฐ€๋ฐฉ์„ ๊ตฌ๋งคํ•˜๋ฉด
07:09
to make sure that there is enough space for all the millions of things
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๋‹ฌ๋ž‘ ์‚ฌ์ง„ ๋ช‡ ์žฅ๋งŒ ๋ณผ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
๋ชจ์–‘, ์ƒ‰์ƒ, ํฌ๊ธฐ ๊ฐ™์€ ๊ธฐ๋ณธ ์ •๋ณด๋งŒ ์ œ๊ณตํ•˜์ฃ .
07:14
I need to put into my handbag.
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์ด ์ •๋„๋กœ๋Š” ๋ถ€์กฑํ•˜์ง€ ์•Š๋‚˜์š”?
07:16
But when I try and buy a handbag online,
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07:18
I just see a few pictures:
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์ด๋Ÿฐ ๋ฌธ์ œ๋ฅผ ๋ณด์™„ํ•˜๋ ค๊ณ 
๋ผ์ฆˆ๋ผ์ด์ฆˆ๋Š” ์‹ ๊ฐœ๋… ํŒ๋งค์ž ํ”Œ๋žซํผ์„ ๊ฐœ๋ฐœํ–ˆ์–ด์š”.
07:20
the basic shape and color and size.
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07:24
But that's not enough, is it?
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์‹ค์ œ ์‚ฌ๋žŒ์ด ๋‚˜์™€ ์˜ท์„ ๋น„๋กฏํ•œ
07:26
To solve this problem,
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07:28
LazLive has developed a platform where actual sellers --
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๊ฐ€๋ฐฉ, ์†Œํ˜• ๊ธฐ๊ธฐ, ํ™”์žฅํ’ˆ์„ ์†Œ๊ฐœํ•ฉ๋‹ˆ๋‹ค.
์ œํ’ˆ ์„ค๋ช…์„ ํ•˜๋ฉด์„œ
07:32
real people can share information about clothes,
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์•ˆํŒŽ์„ ์„ธ์„ธํ•˜๊ฒŒ ๋ณด์—ฌ ์ฃผ๊ณ 
07:37
handbags, gadgets,
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์ œํ’ˆ์˜ ์žฅ๋‹จ์ ๋„ ์•Œ๋ ค ์ฃผ์ฃ .
07:38
cosmetics --
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์‹ค์‹œ๊ฐ„์œผ๋กœ ์งˆ๋ฌธ๋„ ํ•  ์ˆ˜ ์žˆ์–ด์„œ
07:40
describing the products to you,
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07:42
showing you what they are from the outside and the inside,
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ํ›จ์”ฌ ๊ฐ€๋ฒผ์šด ๋งˆ์Œ์œผ๋กœ ๋ฌผ๊ฑด์„ ๊ตฌ๋งคํ•  ์ˆ˜ ์žˆ์–ด์š”.
07:45
explaining what they like and what they don't like.
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์‹œ๊ฐ„์ด ์ง€๋‚˜๋ฉด์„œ
07:48
You can ask them questions and get instant responses
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๊ฐ™์€ ํŒ๋งค์ž์˜ ๋‹ค๋ฅธ ์ƒํ’ˆ๋“ค๋„ ๊ตฌ๊ฒฝํ•˜๋ฉด์„œ
07:51
so that you are much more comfortable with what you buy before you buy it.
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๋น„๋Œ€๋ฉด ๊ธฐ๊ณ„๊ฐ€ ์•„๋‹Œ ๋งˆ์น˜ ์นœ๊ตฌ์ฒ˜๋Ÿผ ๋А๋ผ๊ฒŒ ๋˜์ฃ .
07:56
Over time,
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07:57
you can watch more videos from the same seller
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๊ตฌ๋งคํ•˜๋ ค๋Š” ์ œํ’ˆ ์ •๋ณด๋„ ์–ป๊ณ 
08:00
and they start to feel more like a friend than a faceless machine.
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์ตœ์‹  ์œ ํ–‰๋„ ๋”ฐ๋ผ๊ฐ€๋ฉด์„œ
์‹ฌ์ง€์–ด ๊ด€์‹ฌ ์—†๋˜ ์ƒˆ๋กœ์šด ์ƒํ’ˆ๋„ ์•Œ๊ฒŒ ๋˜์ฃ .
08:05
And they help you understand what you're going to buy,
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๋งˆ์ง€๋ง‰์œผ๋กœ ์ œ๊ฐ€ ๊ฐ€์žฅ ์ข‹์•„ํ•˜๋Š” โ€˜ํ•€๋‘ฌ๋‘ฌโ€™๋ฅผ ์˜ˆ๋กœ ๋“ค๊ฒŒ์š”.
08:09
stay abreast of the latest trends
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์ดˆ๊ณ ์† ์„ฑ์žฅ์„ ์ž๋ž‘ํ•˜๋Š” ์ด ์ค‘๊ตญ ํ”Œ๋žซํผ ์ƒ์—์„ 
08:12
and often discover things that you didn't even know existed.
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์นœ๊ตฌ์™€ ํ•จ๊ป˜ ์˜จ๋ผ์ธ ์‡ผํ•‘์„ ํ•  ์ˆ˜ ์žˆ์–ด์š”.
08:16
And finally, my favorite example:
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ํŒจ์…˜์ŠคํŠธ๋ฆฌํŠธ์—์„œ ์นœ๊ตฌ๋“ค๊ณผ ์žฌ๋ฐŒ๊ฒŒ ์‡ผํ•‘ํ–ˆ๋‹ค๊ณ  ๋ง์”€๋“œ๋ ธ์ฃ ?
08:19
Pinduoduo,
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08:20
one of the fastest-growing Chinese platforms,
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์ƒ์  ๊ณณ๊ณณ์„ ๋ˆ„๋น„๋ฉฐ
08:23
where you can actually shop with your friends online.
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์˜ˆ์œ ์ƒŒ๋“ค์„ ๊ณ ๋ฅด๊ณ 
๊ฐ€๊ฒฉ ํฅ์ •์„ ํ•˜๋˜ ์ถ”์–ต ๋ง์ด์ฃ .
08:26
You remember the fun I had
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08:28
shopping with my friends on Fashion Street,
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ํ•€๋‘ฌ๋‘ฌ์—์„  ๊ทธ ์ฆ๊ฑฐ์›€์„ ๊ตฌํ˜„ํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
08:30
rummaging through stores,
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08:32
finding that perfect sandal,
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์˜จ๋ผ์ธ ์‡ผํ•‘์€ ํ˜ผ์ž ํ•ด์•ผํ•˜๋‹ˆ
08:34
negotiating that great deal?
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์นœ๊ตฌ๋“ค๊ณผ ์–ด์šธ๋ ค ์‡ผํ•‘ํ•˜๋˜ ๋•Œ๊ฐ€ ๋Š˜ ๊ทธ๋ฆฌ์›Œ์š”.
08:36
Well, on Pinduoduo,
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08:38
you can do just that.
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๊ทธ๋Ÿฐ๋ฐ ํ•€๋‘ฌ๋‘ฌ์—์„œ๋Š”
๋งˆ์Œ์— ๋“œ๋Š” ์ œํ’ˆ์ด ์žˆ์„ ๋•Œ
08:41
It's lonely to shop online,
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์ •์ƒ ๊ฐ€๊ฒฉ๋ฅผ ๋‚ด๊ณ  ํ˜ผ์ž ๊ตฌ๋งคํ•  ์ˆ˜๋„ ์žˆ๋Š” ๋ฐ˜๋ฉด
08:44
and I miss hanging out with my friends.
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์†Œ์…œ ๋ฏธ๋””์–ด์ƒ์—์„œ ์นœ๊ตฌ๋“ค๊ณผ ๊ณต์œ ํ•˜๋ฉด์„œ
08:46
But on Pinduoduo,
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08:48
when I find a product,
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08:49
I can either buy it myself at the regular price
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์˜๋…ผ๋„ ํ•˜๊ณ  ์กฐ์–ธ์„ ์–ป์„ ์ˆ˜๋„ ์žˆ์–ด์š”.
๋‹ค ๊ฐ™์ด ๊ฐ™์€ ๋ฌผ๊ฑด์„ ๊ตฌ๋งคํ•˜๊ธฐ๋กœ ํ•˜๋ฉด
08:53
or I can share it with my friends via social media,
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๊ฐ€๊ฒฉ์„ ํ• ์ธ๋ฐ›์„ ์ˆ˜ ์žˆ์ฃ .
์˜คํ”„๋ผ์ธ๊ณผ ๋งˆ์ฐฌ๊ฐ€์ง€๋กœ ๊ฐ€๊ฒฉ ํ• ์ธ ๊ธฐ๊ฐ„์€ ์ž ๊น์ด์ง€๋งŒ์š”.
08:58
discuss it with them,
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09:00
get their advice,
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09:01
and if we all choose to buy it together,
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๊ฒฝํ’ˆ, ๊ฒŒ์ž„, ๋ฐ˜์ง ํ• ์ธ์œผ๋กœ
09:03
we get a great deal.
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09:06
These deals last only for a short time,
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์‡ผํ•‘์˜ ์งœ๋ฆฟํ•จ์„ ๋”ํ•ด์ฃผ์ฃ .
09:08
just like in the real world.
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ํ•€๋‘ฌ๋‘ฌ ๊ฐ™์€ ๋ชจ๋ธ๋กœ
09:10
And there are lotteries and games and flash sales
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์žŠ๊ณ  ์ง€๋‚ธ ์ฆ๊ฑฐ์›€๋„ ๋‹ค์‹œ ๋А๋ผ๊ณ 
09:14
to keep all the excitement going.
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์นœ๊ตฌ๋‚˜ ๊ฐ€์กฑ๊ณผ ํ•จ๊ป˜ํ•œ ์‡ผํ•‘์˜ ์˜› ๊ฐ์„ฑ๋„ ๋˜์‚ด๋ฆด ์ˆ˜ ์žˆ์–ด์š”.
09:17
It's a fascinating model,
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09:19
really helping you rediscover the joy and connection
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๋†€๋ž๊ฒŒ๋„
์ด ๋ชจ๋“  ๊ฒŒ ๋‹จ์ˆœ ์‹คํ—˜ ๋‹จ๊ณ„ ์ˆ˜์ค€์ด ์•„๋‹™๋‹ˆ๋‹ค.
09:23
of shopping with your friends and family in the bazaars of yore.
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์ค‘๊ตญ, ์ธ๋„, ๋™๋‚จ์•„์‹œ์•„ ์‹œ์žฅ์—์„ 
09:27
What's important to note
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ํ˜„์žฌ 5์–ต ๋ช… ๋„˜๋Š” ์†Œ๋น„์ž๊ฐ€ ๋Œ€ํ™”ํ˜• ์ƒ๊ฑฐ๋ž˜๋ฅผ ์ด์šฉ ์ค‘์ด์—์š”.
09:29
is that these are not stray experiments.
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09:33
In markets like China, India and Southeast Asia,
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์ด๋Ÿฐ ๋น„์ฆˆ๋‹ˆ์Šค ๋ชจ๋ธ์ด ์„ฑ์žฅํ•˜๋Š” ์†๋„๋Š”
09:36
over 500 million consumers engage in conversational commerce,
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์ „ํ†ต ์ „์ž ์ƒ๊ฑฐ๋ž˜ ํ”Œ๋žซํผ๋ณด๋‹ค ํ›จ์”ฌ ๋น ๋ฅด์ฃ .
๋Œ€ํ™”ํ˜• ์ƒ๊ฑฐ๋ž˜๊ฐ€ ์ƒ๊ฒจ๋‚˜๋ฉด์„œ
09:43
and these models are growing much faster
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์ฒ˜์Œ์—” ์˜จ๋ผ์ธ ์‡ผํ•‘์„ ๋ง‰ ์‹œ์ž‘ํ•œ ์†Œ๋น„์ž๋ฅผ ๊ฒจ๋ƒฅํ–ˆ์Šต๋‹ˆ๋‹ค.
09:46
than the traditional, more static e-commerce platforms.
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ํ•˜์ง€๋งŒ ์ œ ์—ฐ๊ตฌ ๊ฒฐ๊ณผ๋ฅผ ๋ณด๋ฉด
์˜จ๋ผ์ธ ์‡ผํ•‘์— ์ต์ˆ™ํ•œ ์†Œ๋น„์ž๋„ ํก์ˆ˜ํ•˜๊ณ  ์žˆ์–ด์š”.
09:50
Conversational commerce emerged
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09:52
to solve the needs of first-time online shoppers,
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์‹ ํฅ ์‹œ์žฅ ๋ฟ ์•„๋‹ˆ๋ผ ์ „ ์„ธ๊ณ„๋ฅผ ๋ฌด๋Œ€๋กœ ํ•˜๊ณ ์š”.
09:55
but my research shows
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09:57
that it is equally compelling for more experienced shoppers,
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๋ฏธ๊ตญ ์†Œ๋น„์ž๋ฅผ ๋Œ€์ƒ์œผ๋กœ ๋Œ€ํ™”ํ˜• ์ƒ๊ฑฐ๋ž˜๋ฅผ ์‹œํ—˜ํ–ˆ๋Š”๋ฐ
10:02
not just in emerging markets but around the world.
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๋ฏธ๊ตญ ์†Œ๋น„์ž๋„ ์•„์‹œ์•„ ์†Œ๋น„์ž์™€ ๋™์ผํ•œ ์ด์œ ๋กœ ๋Œ€ํ™”ํ˜• ์ƒ๊ฑฐ๋ž˜์— ๋งค๋ ฅ์„ ๋А๊ผˆ์ฃ .
10:07
In fact, when we tested conversational commerce
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10:10
with consumers in the US,
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๋Œ€ํ™”ํ˜• ์ƒ๊ฑฐ๋ž˜ ์ด์šฉ์ž๋“ค์€
10:13
they found it more compelling for the same reasons as consumers in Asia.
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40% ์ด์ƒ ๋” ์†Œ๋น„ํ•˜๋ฉด์„œ
๋†’์€ ๋งŒ์กฑ๊ฐ๊ณผ ๋‚ฎ์€ ๋ฐ˜ํ’ˆ๋ฅ ์„ ๋ณด์ด์ฃ .
10:19
Consumers who engage in conversational commerce
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๋ถ„๋ช… ๋จธ์ง€์•Š์€ ๋ฏธ๋ž˜์—
10:22
spend 40 percent more
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10:25
with higher satisfaction and lower returns.
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๋Œ€ํ™”ํ˜• ์ƒ๊ฑฐ๋ž˜๊ฐ€ ์ผ๋ฐ˜ํ™”๋˜๊ณ 
์ „ ์„ธ๊ณ„์— ์‡ผํ•‘ ํ˜๋ช…์„ ์ผ์œผํ‚ฌ ๊ฒ๋‹ˆ๋‹ค.
10:29
I strongly believe that in the not-so-distant future,
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์•„๋งˆ์กด ๊ฐ™์€ ์ „ํ†ต ์ „์ž ์ƒ๊ฑฐ๋ž˜ ํ”Œ๋žซํผ๋„ ์ด๋Ÿฐ ๋ฐฉ์‹์œผ๋กœ ๋ณ€ํ™”ํ•˜์ง€ ์•Š์œผ๋ฉด
10:33
conversational commerce will become the norm,
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10:37
revolutionizing shopping around the world,
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๋„ํƒœ๋  ์œ„ํ—˜์ด ์žˆ์ฃ .
10:40
and traditional e-commerce platforms like Amazon will need to adapt
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๋ธŒ๋žœ๋“œ ๊ธฐ์—…๋“ค์ด ๋งˆ์ฃผํ•œ
์ค‘๋Œ€ํ•œ ๋‹ค์Œ ๊ณผ์ œ์ด๋ฉฐ
์œ ๋ก€์—†๋Š” ๊ธฐํšŒ์ž…๋‹ˆ๋‹ค.
10:46
or risk becoming irrelevant.
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20์„ธ๊ธฐ ๋ฐฉ์‹ ๋Œ€์ค‘ ๋งˆ์ผ€ํŒ…๊ณผ
10:50
For brands,
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์ง€๋‚œ 20๋…„ ๊ฐ„ ์ด์–ด์˜จ ๋ฐ์ดํ„ฐ ๋ถ„์„ ๊ธฐ๋ฐ˜ ๋งž์ถคํ˜• ์„œ๋น„์Šค์—์„œ ๋ฒ—์–ด๋‚˜
10:51
this is a crucial next step
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10:53
and an unprecedented opportunity,
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10:55
moving on from mass marketing in the 20th century
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์†Œ๋น„์ž์™€ ์ง„์ •์œผ๋กœ ๊นŠ์€ ๊ด€๊ณ„๋ฅผ ์Œ“์•„์•ผ ํ•ด์š”.
10:59
and analytics-based hyperpersonalization in the last two decades,
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์šฐ๋ฆฌ ๊ฐ™์€ ์†Œ๋น„์ž๋Š”
์ด๋Ÿฐ ์‹ ๊ฐœ๋… ๊ธฐ์ˆ  ๋•๋ถ„์—
11:04
to building a truly authentic and deep personal connection
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์˜จ๋ผ์ธ ์‡ผํ•‘์—์„œ๋„ ์ธ๊ฐ„๋ฏธ๋ฅผ ๋А๋ผ๊ฒŒ ๋  ๊ฒ๋‹ˆ๋‹ค.
11:09
with their consumers.
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11:10
And for us shoppers,
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๊ฐ์‚ฌํ•ฉ๋‹ˆ๋‹ค.
11:12
it brings back the magic,
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11:14
making online shopping finally feel human again.
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11:20
Thank you.
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์ด ์›น์‚ฌ์ดํŠธ ์ •๋ณด

์ด ์‚ฌ์ดํŠธ๋Š” ์˜์–ด ํ•™์Šต์— ์œ ์šฉํ•œ YouTube ๋™์˜์ƒ์„ ์†Œ๊ฐœํ•ฉ๋‹ˆ๋‹ค. ์ „ ์„ธ๊ณ„ ์ตœ๊ณ ์˜ ์„ ์ƒ๋‹˜๋“ค์ด ๊ฐ€๋ฅด์น˜๋Š” ์˜์–ด ์ˆ˜์—…์„ ๋ณด๊ฒŒ ๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค. ๊ฐ ๋™์˜์ƒ ํŽ˜์ด์ง€์— ํ‘œ์‹œ๋˜๋Š” ์˜์–ด ์ž๋ง‰์„ ๋”๋ธ” ํด๋ฆญํ•˜๋ฉด ๊ทธ๊ณณ์—์„œ ๋™์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค. ๋น„๋””์˜ค ์žฌ์ƒ์— ๋งž์ถฐ ์ž๋ง‰์ด ์Šคํฌ๋กค๋ฉ๋‹ˆ๋‹ค. ์˜๊ฒฌ์ด๋‚˜ ์š”์ฒญ์ด ์žˆ๋Š” ๊ฒฝ์šฐ ์ด ๋ฌธ์˜ ์–‘์‹์„ ์‚ฌ์šฉํ•˜์—ฌ ๋ฌธ์˜ํ•˜์‹ญ์‹œ์˜ค.

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