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Rebecca(LiangXinyu)MassCommunicationTwoweeksbeforeDouble11(November11),China'sannualonlineshoppingextravaganza,e-commerceplatformsandbrandshavesparednoeffortstogetconsumerspumped.MassivepresaleactivitieswerelaunchedonlastMondayatmidnight,duringwhichshopperscanpre-orderproductsbypayingdeposits.Inthisyear'sactivities,livestreamersplayaleadingsalesrole.OnTaobao,theAlibaba-ownede-commenceplatform,manybrands'presalevolumeexceeded100millionyuanwiththehelpoflivestreamingthatofferedcut-pricedeals.LiJiaqi,knownastheLipstickMan,forsellingover15,000lipsticksinfiveminutes,isoneofthemostfamouslivestreamersonTaobao.DuringlastMondaymidnight,over30millionviewerstunedinLi'schanneltowatchtheliveshow.In1992,GuangdongZhuhaiTVstationlaunchedChina'sfirstshoppingprogram.DongfanggouwuChannelofShanghaiTVstationlaunchedafamilyshoppingprogramonApril1,2004.ComparedwithTVshopping,livestreamingone-commerceplatformsismoreinteractive.Customerscanbuyproductsvialivestreamswhileinteractingwithlivestreamersandothershoppers.Besides,socialnetworkshavechangedtheconsumptionhabitsofmanyyoungpeople.Astrongbondhasbeenformedbetweenthoselivestreamersandyoungnetizenssinceconsumersarewillingtotrusttheirchoices.Aspromotingproductsvialivestreamsresemblesturningclicksintocash,somepeoplemadeillegalprofitsbycreatingfakeonlinepopularity.Throughthepurchaseoffakefollowerstoincreasesharesandcomments,somelivestreamersfakedtheirrateofengagementtodeceivebrandsandcompaniesinanefforttomakemoremoneyfromendorsements.Meanwhile,livestreamsalsofaceissueslikequality-control,transactionsafety,aswellasthereturn,refundandexchangeofproducts.量入为主适度剁手避免盲从理性剁手保护环境绿色消费勤俭节约艰苦奋斗MODERATECONSUMPTIONENVIRONMENTALLYFRIENDLYHARDWORKINGBUYBUYBUY,POORPOORPOORRATIONALCOSUMPTIONRebecca