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

Transcriber: Leslie Gauthier Reviewer: Joanna Pietrulewicz

翻译人员: Yan Wang 校对人员: Gentle Yang

从小到大，我最珍贵的回忆，

就是每月同母亲去逛市场，

市场就在我们所居住的印度小镇上。

Growing up, one of my fondest memories

我们一大早就穿行于如迷宫般错落分布的

was of going to a local market with my mom every month

各式沿街店铺和街边小摊，

in the small town in India where we lived.

最终到妈妈常去的几个店， 那里的店员都认识她。

We would spend the morning walking through an intricate maze

在这些店里，她会挑些应季水果，

of small stores and street vendors,

再看看店里有卖哪些厨房用品。

stopping at her favorite spots where everyone knew her,

她会用上几个小时全方位360度地 挑拣要买的东西，

discovering what fruits were in season

向店员提问，东西的质量如何，产地在哪。

and what kitchenware was in stock.

She would spend hours examining things from all angles,

店员会拿出最新款的器具，

quizzing sellers on their quality and where they came from.

推荐其中可能最符合我妈喜好的那一款。

我们总能心满意足地

They would show her the latest tools and gadgets,

满载而归，

picking the ones that they knew she would like.

买了许多我们原本没打算买的东西。

And we always walked back happy and satisfied,

our arms overflowing with dozens of shopping bags

十年后，

在繁华的首都德里，作为一名大学生，

having bought so much more than what we originally intended.

我和朋友们也会每月花上几个小时

在“时尚街”

A decade later,

as a college student in the bustling city of Delhi,

也就是一排小服装店去购物。

my friends and I would spend a similar few hours every month

那里有最新款式的服装，最实惠的价格。

on "Fashion Street,"

我们会花几个小时的时间， 从衣服堆里翻找想要的衣服，

a euphemism for the row of small stores

试戴几十件小饰品，

with the latest clothes at great prices.

互相给出建议，穿戴上去是不是好看，

We would spend hours rummaging through piles of clothes,

是不是正在流行。

我们会把所有的东西放在一起

trying on dozens of trinkets,

去争取一个大的折扣。

getting advice from each other on what looked good

我们每个人都有不同的角色。

and what was on trend.

We would then combine everything we had bought

一个人擅长评定东西是不是好看时尚，

另一个擅长讲价，

to negotiate a big discount.

Each of us had different roles.

还有一个是时间管理员，

One was great at putting the look together.

确保我们准时回到学校。

Another one was better at negotiating the discount.

购物不只是你买了什么，

And a third was always the timekeeper

更多的是发现一个新事物的寻宝过程，

to make sure that we got back to school on time.

和来自你信任的人的个性化建议。

Shopping is so much more than what you buy.

这是一场谈判，从而获得优惠的交易

It's a treasure hunt to discover something new,

还有和朋友家人相聚的时间。

a personalized recommendation from someone you trust.

它是社交，是互动，

It's a negotiation to get that great deal

也是对话。

and a time spent catching up with friends and family.

在过去的二十年里，

我一直在研究世界各地新兴市场的消费者，

It's social, it's interactive,

it's conversational.

深入研究，真正了解这些消费者， 他们是什么样的人，

Over the last two decades,

I have been researching consumers in emerging markets around the world,

是如何生活的，

以及在购物的时候，他们想要什么。

digging beneath the surface to truly understand who they are,

购物也和其他事情一样， 逐步转移到线上了。

网上购物非常好，

how they live

and what they want when they go shopping.

它非常方便——轻轻一点，

Shopping, like everything else, has moved online.

东西就送到你门口了。

而且什么都有，

价格还便宜。

Shopping online is great.

但它没有互动，缺乏人情味。

It's convenient -- at the click of a button,

你坐在电脑或手机前

delivered to your doorstep.

It has everything.

It has great prices.

浏览着由算法精选

But it's also static and impersonal.

You sit alone in front of a computer or a mobile phone

并由机器显示出来的数百个候选商品。

当你查询时，

scrolling through hundreds of choices identified by an algorithm,

你其实在和另一个机器或机器人在交流——

而很少会和一个真正的人交流。

delivered by a machine.

When you do have a query,

这让我很困惑，

you interact with another machine or a bot --

当你和成功的销售员交谈时，

rarely an actual human being.

他们总是告诉你

成功的秘诀在于对话。

What puzzles me about this

is when you speak to a successful salesperson,

人们想从别的人那里买东西。

they will always tell you

所以，当我们网购的时候 为什么会忘记这个最关键的因素呢？

that the secret to closing a sale is the conversation.

People want to buy from other people.

这种无人情味儿的匿名购物体验 让我们很多人不太满意。

So why do we forget this most crucial ingredient

when we shop online?

在回报率创历史新高的同时，

This impersonal, anonymous experience is leaving many of us less satisfied.

我们却感觉——

我是不是买的太多了？

我是不是买的太少了？

我穿上真的好看吗？

Returns are at an all-time high,

我还需要这个吗？

and we're left feeling --

对于这个新兴市场里

did I buy too much?

Did I buy too little?

刚刚接触互联网的10亿消费者来说，

Does it really look good on me?

网上购物可能会让他们不知所措。

Did I even need this?

And for the one billion consumers who are new to the internet

他们不确定是否能得到他们所看到的，

in emerging markets,

不确定是否可以信任卖家。

shopping online can be overwhelming.

如果他们的钱在网络空间丢失了怎么办?

They are unsure whether they'll get what they can see,

问题是：

我们能否创建大规模的 真实可靠的人类对话吗?

unsure whether they can trust the seller.

What if their money gets lost in cyberspace?

The question is:

我们能创造方便、丰富、 人性化的在线市场吗?

can we create authentic, real, human conversation at scale?

好消息是，答案是肯定的。

Can we create online marketplaces that are convenient and abundant

全球新兴市场的公司，

and human?

在中国、印度和东南亚，

The good news is that the answer is yes.

正在使用这种

Companies in emerging markets around the world,

我称之为对话式商务的模式。

in China, India and Southeast Asia,

难以置信，不是吗?

are doing just this,

让我给大家举几个例子。

using a model that I call conversational commerce.

第一个：Meesho,

一家印度公司，在那里你可以和卖家

It's hard to believe, isn't it?

But let me give you a few examples.

在网上建立一种信任和真诚的关系。

First: Meesho,

an Indian company where you can build a trusted and authentic relationship

和我妈妈一起购物最棒的地方

就是卖家知道她是谁，

她知道可以信任他们。

with a seller online.

The best part about shopping with my mom

他们会在商店里的数百种候选中

was that the sellers knew who she was

为她制定个性化的建议，

and she knew that she could trust them.

They would scroll through the hundreds of choices in the store

知道她喜欢什么，什么对她有用。

and pick and make personalized recommendations just for her,

很难想象这样的事情会在网上 大规模的发生，

但这正是Meesho正在做的。

knowing what she would like and what would work for her.

在Meesho上，你可以一次又一次地购物，

It's hard to imagine such a thing happening online on that scale,

但不是与陌生人或机器人互动，

but that's exactly what Meesho is doing.

On Meesho, you can shop over and over and over again,

你和同一个人互动：

他是Meesho的代表，是一个真正的人，

but instead of interacting with a stranger or a bot,

你通过社交媒体与之互动。

you interact with the same person:

随着时间的推移，她会更了解你。

a representative of Meesho who is a real human being

她知道你的喜好，

什么东西你不喜欢，

that you interact with via social media.

你买了什么，什么时候买的。

Over time, she gets to know you better.

你学会了去信任她。

比如，她会在排灯节之前给我妹妹发信息

She knows your likes,

your dislikes,

what you buy and when you buy it.

告诉她有一系列新的手工纱丽。

And you learn to trust her.

她知道我妹妹喜欢纱丽——

For example, she will message my sister right before Diwali

我是说，她已经有满满两个橱柜的纱丽——

但她也知道我妹妹总是在排灯节前买纱丽

with a new range of hand-loomed saris.

She knows my sister loves saris --

来庆祝印度的节日。

I mean, she has two cupboards full of them --

她也知道自己喜欢什么样的纱丽，

but she also knows that my sister always buys a sari right before Diwali

所以与其给她几百个选择，

for the Indian festive season.

不如帮她挑选衣服的颜色和款式，

And she also knows the kind of saris she would like.

她知道我妹妹会喜欢的。

So instead of sending her hundreds of choices,

然后她会回答那些没完没了的问题。

she picks and chooses the colors and styles

丝绸摸起来怎么样?布料垂坠感如何?

that she knows my sister would like.

我穿这个颜色好看吗?

And then she answers her relentless questions.

还有更多。

它确实是一个混合模型，

How does the silk feel? How does the fabric fall?

将大公司的便利和规模

Will this color look nice on me?

And so many more.

与可信赖的个人关系相结合，

It truly is a hybrid model,

这种期望是那种在街角的商店里才有的。

combining the convenience and scale of a large company

我的下一个例子是LazLive。

with the trusted personal relationship

在泰国的LazLive上，

that you would expect from the shop around the corner.

你可以看到真正的卖家

My next example is LazLive.

通过实时视频流向你介绍产品。

On LazLive in Thailand,

you can watch real sellers describing products to you

现在，我喜欢手袋。

当我在商店里的时候，

我喜欢在买包之前全面检查一下。

via a live video stream.

Now, I love handbags.

我要感受一下它的手感，

And when I am in a store,

背在肩上，看看效果如何，

I like to examine a handbag from all angles before I buy it.

看看带子有多长，

打开看看里面的口袋

I need to feel the texture on my skin,

以确保有足够的空间装下

hang it on my shoulder and see how it looks,

see how long the strap is,

我需要放进手提包里的东西。

open it up and look at the pockets inside

但当我试着在网上买手提包时，

to make sure that there is enough space for all the millions of things

我只看到几张照片：

基本的形状、颜色和大小。

I need to put into my handbag.

但这还不够，不是吗?

But when I try and buy a handbag online,

I just see a few pictures:

为了解决这个问题，

LazLive开发了一个平台，让实际卖家——

the basic shape and color and size.

But that's not enough, is it?

真人可以分享关于衣服的信息，

To solve this problem,

LazLive has developed a platform where actual sellers --

手袋、小玩意、

化妆品 ——

向你介绍产品，

real people can share information about clothes,

向你从里到外展示他们的产品，

handbags, gadgets,

解释他们喜欢什么，不喜欢什么。

cosmetics --

你可以问他们问题，并得到即时的答复，

describing the products to you,

showing you what they are from the outside and the inside,

这样你在买之前就会对你买的东西更放心。

explaining what they like and what they don't like.

随着时间的推移，你可以观看 来自同一卖家的更多视频，

You can ask them questions and get instant responses

so that you are much more comfortable with what you buy before you buy it.

他们开始感觉更像朋友， 而不是没有面孔的机器。

Over time,

you can watch more videos from the same seller

他们帮助你了解你要买什么,

and they start to feel more like a friend than a faceless machine.

紧跟最新趋势，

并且经常发掘你以前不知道的东西。

And they help you understand what you're going to buy,

最后，我最喜欢的一个例子：

stay abreast of the latest trends

拼多多，

中国发展最快的平台之一，

and often discover things that you didn't even know existed.

在那里你可以和你的朋友一起在网上购物。

And finally, my favorite example:

我记得我和朋友们一起

Pinduoduo,

在时尚街购物的乐趣，

one of the fastest-growing Chinese platforms,

在商店里翻找，

where you can actually shop with your friends online.

找到完美的凉鞋，

谈那笔大交易?

You remember the fun I had

shopping with my friends on Fashion Street,

在拼多多上，

你就可以这么做。

rummaging through stores,

finding that perfect sandal,

网上购物是孤独的，

negotiating that great deal?

我怀念和朋友们在一起的时光。

Well, on Pinduoduo,

you can do just that.

但在拼多多上，

当我找到一个产品时，

It's lonely to shop online,

我可以按正常价格自己买

and I miss hanging out with my friends.

或者我可以通过社交媒体 分享给我的朋友，

But on Pinduoduo,

when I find a product,

I can either buy it myself at the regular price

和他们商量一下，

听取他们的建议，

如果我们选择一起买，

or I can share it with my friends via social media,

我们会得到很大的折扣。

这些优惠只持续很短的时间，

discuss it with them,

get their advice,

就像在现实世界中一样。

and if we all choose to buy it together,

还有抽奖、游戏和限时抢购

we get a great deal.

These deals last only for a short time,

让所有的兴奋持续下去。

just like in the real world.

这是一个迷人的模式，

And there are lotteries and games and flash sales

真正帮助你重新发现

to keep all the excitement going.

与朋友和家人在旧时的集市 购物的乐趣和联系。

It's a fascinating model,

really helping you rediscover the joy and connection

值得注意的是，

这些都不是零散的实验。

of shopping with your friends and family in the bazaars of yore.

在中国、印度和东南亚等市场，

What's important to note

超过5亿的消费者参与对话式商务，

is that these are not stray experiments.

In markets like China, India and Southeast Asia,

这些模式比传统的、

over 500 million consumers engage in conversational commerce,

静态的电子商务平台发展得快得多。

对话式商务的出现

and these models are growing much faster

是为了解决首次在线购物者的需求，

than the traditional, more static e-commerce platforms.

但我的研究表明

对于更有经验的购物者来说， 它同样具有吸引力，

Conversational commerce emerged

to solve the needs of first-time online shoppers,

不仅是新兴市场，全世界都是如此。

but my research shows

that it is equally compelling for more experienced shoppers,

事实上，当我们对美国消费者

not just in emerging markets but around the world.

进行对话式商务测试时，

与亚洲消费者一样原因， 他们认为这种模式更具吸引力。

In fact, when we tested conversational commerce

with consumers in the US,

参与对话式商务的消费者

they found it more compelling for the same reasons as consumers in Asia.

会多花40%的钱，

满意度更高，退货率更低。

Consumers who engage in conversational commerce

我坚信在不久的将来，

spend 40 percent more

with higher satisfaction and lower returns.

对话式商务将成为常态，

彻底改变了世界各地的购物方式，

I strongly believe that in the not-so-distant future,

像亚马逊这样的传统电子商务平台 将需要适应

conversational commerce will become the norm,

revolutionizing shopping around the world,

或者面临变成边缘化的风险。

and traditional e-commerce platforms like Amazon will need to adapt

对于品牌，

这是关键的一步，

一个前所未有的机会，

or risk becoming irrelevant.

从20世纪的大众营销和过去20年

For brands,

基于分析的超个性化，

this is a crucial next step

and an unprecedented opportunity,

moving on from mass marketing in the 20th century

到与消费者建立真正真实

and analytics-based hyperpersonalization in the last two decades,

而深刻的个人联系。

对于我们这些购物者来说，

它重唤魔力，

to building a truly authentic and deep personal connection

让网购终于又有了人情味儿。

with their consumers.

And for us shoppers,

谢谢大家。

it brings back the magic,

making online shopping finally feel human again.

Thank you.