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Well for years, buying things on TV shopping channels usually meant buying, you know, cheap or tacky products
多年來，在電視購物頻道上購物，買到的不是廉價就是俗不可耐的商品，

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that were sold by overly excited pitchmen, but no more.
而且推銷的主持人總是一副興奮過度的模樣。不過，這種情形已經改變了。

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The U.S. channel QVC has attracted top designers to its airwaves, selling some 166 million products worldwide last year.
美國電視頻道QVC吸引了頂尖的設計師，去年賣出了一億六千六百萬件商品。

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Alina Cho takes a look at QVC's new image.
周艾琳要帶我們探究QVC的新形象。

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It was a little shaky in the early days.
QVC的名聲在初期不是很紮實。

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Everybody wants this ladder. I live in an apartment with vaulted ceilings. Uh-oh.
所有人都想要一把這種梯子。我住的公寓就有拱形天花板。糟糕。

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That was then.
那段時期已經過去了。

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They're not in Kansas anymore as they would have said in The Wizard of Oz. They've arrived.
就像《綠野仙蹤》裡面說的，他們已經不在堪薩斯了。他們脫胎換骨了。

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This is now. Founded in 1986, QVC, the 24-hour TV network for at-home shoppers
這是現在的模樣。創立於一九八六年，QVC是二十四小時無休而且專為在家消費者服務的電視台。

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is now an $8 billion business.
現在，這個電視台的營業額已達八十億美元。

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But here's the real news: among the big-name designer set, QVC is suddenly cool.
不過，真正令人訝異的是：對於大牌設計師的商品而言，QVC突然成了極具魅力的銷售管道。

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It's mesmerizing, but on top of that now it really looks great.
這個電視台確實令人著迷。更重要的是，現在他們的節目看起來也很棒。

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QVC is so selective, it's reported thousands apply for just a few spots.
QVC的篩選標準非常嚴格，據說少少幾個時段就有好幾千名設計師爭著搶，

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Like Isaac Mizrahi, Diane von Furstenberg and Vivienne Tam.
例如艾薩克‧麥茲拉西、戴安‧范‧富絲坦堡與譚燕玉。

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Dennis Basso, furrier to the stars is on Madison Avenue and on QVC selling faux fur amounting to tens of millions in sales
明星的皮草供應商丹尼斯‧巴索在麥迪遜大道與QVC上販售人造皮草，銷售額高達好幾千萬。

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and it is not just designers.
而且，爭著上QVC的還不只是設計師而已。

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You just have to feel how stretchy this is.
你一定要感覺一下這個彈性有多好。

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Even the Kardashian sisters are getting into the game, but in order to stay, you have to sell.
連卡黛珊姐妹都加入了這場遊戲。不過，若想留下來，就必須交出業績。

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Pressure's on. When you're on, it is like sell, sell, sell.
壓力很大。你一旦上場，就得不斷地賣，不斷地賣。

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Yeah, you have to sell, so we try and just give as much information as we know about the products
是啊，你一定要賣出成績，所以我們對產品所知的一切都會盡量說出來，

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and why we love them, why we created it, what the fit's like, what the cut's like
並且說明我們為什麼喜歡這項產品，為什麼會製作這項產品，版型怎麼樣，剪裁怎麼樣。

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and it helps for them to see it on us.
而且，我們穿在身上展示，消費者就比較能夠看出衣服的特色。

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It is all part of the game.
這一切全都是這場遊戲的一部分。

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They psych into the consumers in a way that nobody does.
他們比任何人都還懂得如何激起消費者的購買慾。

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They know, they know. They know how to move goods. It's a fascinating thing to watch.
他們就是知道。他們懂得怎麼賣東西，看他們怎麼推銷商品確實很有趣。

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Show hosts caress handbags, and what about candles? How do you sell products you can't smell?
節目主持人撫摸著手提包，但蠟燭怎麼辦？你要怎麼推銷觀眾聞不到氣味的商品？

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Caramel, nutmeg.
焦糖，肉豆蔻。

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There are tricks to selling.
推銷是有訣竅的。

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They'll tell me when I'm saying something to go back and say it because the customer reacts to it.
有時候他們會要求我重複說某句話，因為顧客對那句話特別有反應。

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Then there's the interaction with designers that customers don't get in a store.
此外，消費者在QVC上還可以和設計師互動，這是在店裡得不到的體驗。

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Like a product? Don't like it? Call in.
喜歡一件商品嗎？還是不喜歡？打電話進去表達意見吧。

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Are you getting our "today's special value"?
你有沒有聽到我們的「今日特價品」？

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Oh, yes, in the amethyst.
有，紫色的那件。

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They get to talk to you on the phone.
他們可以在電話上和你對話。

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That's my favorite part. That is my favorite part.
那是我最喜歡的部分，那是我最喜歡的部分。

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And that connection breeds loyalty; 95 percent of QVC's revenue comes from repeat customers.
這樣的交流可帶來忠誠度。QVC的營收當中，有百分之九十五都來自舊顧客。

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And our numbers tell us that if you make two or three purchases on QVC,
我們從統計數字中發現，你如果在QVC頻道上買過兩、三次東西，

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you will be a customer for life.
從此就會成為我們的終生顧客。

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New designer Coralie Charriol's family is in the luxury jewelry business,
新興設計師可拉莉‧查里歐的家族從事名貴珠寶事業，

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but when she started her own brand, she wanted to go affordable selling handbags on QVC.
但她創立自己的品牌之後，卻希望走平價路線，於是到QVC頻道上推銷手提包。

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Her task on this night? Sell 800 in 15 minutes.
她今晚的工作是什麼呢？十五分鐘內賣出八百個包包。

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So, fewer than 200 bags remaining. The plum is completely sold out.
接下來只剩下不到兩百個包包了。紫紅色的已經全部賣完了。

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And you hear, "This color is not available anymore." You're like, "Yes! Somebody likes what I'm doing!"
你會聽到：「這個顏色已經賣完了。」這時候你就會覺得：「太好了！大眾喜歡我的表現！」