Nov292016
中国电商网站打击刷单行为
April Chen was one of millions of hopeful buyers logging on to Alibaba’s shopping platforms on November 11, hoping to take advantage of some discounts on Singles Day, China’s biggest online shopping festival of the year.
11月11日，数以百万计的购物者满怀希望地登录了阿里巴巴(Alibaba)的购物平台，希望能获益于中国一年之中最大的网购节日——“光棍节”(Singles Day)。阿普丽尔.陈(April Chen)就是这些购物者中的一员。
The Chongqing native had only intended to buy two items. But when she checked her account on Alibaba site Taobao later, she was in for a shock. In the space of less than a minute, at 11:05am, someone had placed orders for 80 items, everything from a Rmb91 ($13) skateboard, a Rmb1,200 ukulele to a Rmb18,900 oak bed frame. The orders had been placed, but not paid for.
这位重庆人只打算买两件东西。然而，当她随后在阿里巴巴旗下淘宝网(Taobao)查看自己的账号时，却大为震惊。上午11点05分，在不到一分钟的时间里，有人下单购买了80件物品，所购商品包括91元人民币（合13美元）的滑板、1200元人民币的夏威夷四弦琴、1.89万元人民币的橡木床架等各类商品。这些商品已经下单，却并未付款。
Ms Chen had become a victim of “brushing”, an unwanted growth industry in China and a practice that companies such as Alibaba are trying to stamp out. With online sellers under tremendous pressure to rack up sales, especially on Singles Day, many resort to the time honoured practice of placing fake orders. Higher sales mean better placement on ecommerce websites, leading in turn to more sales.
陈女士成了“刷单”现象的受害者，这是中国一个不想要的成长型产业，也是阿里巴巴等公司试图杜绝的现象。面临提振销售的巨大压力（尤其是在光棍节当天），许多在线商家选择了屡试不爽的虚假下单行为。销售的提高意味着电商网站上更有利排名，进而会带来更多销售。
Whoever
攻破陈女士账号的人为这种神秘行为留下了线索：每个订单都包括了一则留给商家的说明，推销一种独特的“排名提升”服务：“我们是专业的淘宝排名提升团队，我们诚挚邀请您联系我们，共同帮助提升店铺排名、订单数和业务发展。”
Specialised companies — which appear to have victimised Ms Chen — offer the services of what are known in China as “water armies”, capable of making a lacklustre online shop appear a thriving business. Many use bots or, increasingly,
使陈女士沦为受害者的，似乎是一些在中国被称为“水军”的专业服务公司，它们能让一家乏人问津的网店显得业务繁忙。其中许多“水军”会使用自动程序或（越来越多地）破解用户账号下虚假订单。光棍节之前，监管机构曾承诺要打击这种行为，不过收效甚微。
“If a company really wants to be successful with online sales, it needs to find a way to improve its on-deck search ranking [on ecommerce platforms],” said Mark Natkin of Marbridge Consulting in Beijing. “The difference between being at the top of a page of results and buried at the bottom is night and day. Brushing is a very
北京迈博瑞咨询(Marbridge Consulting)的马克.纳特金(Mark Natkin)表示：“如果企业真的想在网上销售方面取得成功，就必须想办法提高（在电商平台上）在线搜索的排名。在搜索结果页面的顶端和埋在页面底部有着天壤之别。刷单是一条非常诱人的捷径。”
Partly due to the prevalence of brushing, the impressive numbers that New York listed Alibaba reports every Singles Day have invited
部分是由于刷单盛行，在纽约上市的阿里巴巴每年光棍节报出的令人印象深刻的数字都会招致严密关注——甚至包括美国证交会(SEC)的审查。今年11月11日，阿里巴巴在24小时内录得高达178亿美元的销售额，同比增长32%，超过了巴西全年的预期电子商务销售额。
In May, Alibaba said the SEC had
今年5月，阿里巴巴表示美国证交会曾问询其对光棍节数据的报告。今年，阿里巴巴表示会聘用会计师事务所普华永道(PwC)来审计光棍节的商品交易总额(GMV)，确保该数据的统计中不含虚假订单。
But this is easier said than done. Alibaba and other ecommerce sites play a cat-and-mouse game with “brushers”, as they try to safeguard the reputation of their sales platforms. In order toevade11
不过，说起来容易做起来难。阿里巴巴及其他电子商务网站在试图捍卫其销售平台声誉之际，和“刷单者”玩起了猫鼠游戏。为了规避旨在侦测刷单行为的算法，商家会为彼此的商品下单（这种现象被称为“互刷”），甚至会彼此发送虚假包裹，并在付款后再取消订单。
“Alibaba has no
阿里巴巴表示：“阿里巴巴对我们平台上的刷单行为持零容忍态度。我们的系统会快速封杀这些订单，以保护受影响用户。”
One small business owner registered with Tmall told the FT that the common procedure for brushing is that merchants publish or give their brushing assignments to professional brushers; then the brusher places orders, makes payments and the merchants will fake an order dispatch online, or send an empty parcel.
在天猫(Tmall)网站上注册的一家小企业的业主告诉英国《金融时报》，刷单的常见流程是，商家向专业刷单者发布或分配刷单任务，刷单者下订单、付款，商家则会伪造发货记录或发出空包裹。
Meanwhile, in a practice that has
同时，电商普遍存在一种饱受零售业其他领域抨击的行为：阿里巴巴及其竞争对手京东(JD.com)和eBay等许多网站可能对“销售”持较宽松标准，这让刷单变得更加容易。在某些情况下，部分电商甚至会把订单（而不是对包裹的付款）计入总销售额。
Alibaba indicated that it was taking a more conservative approach to Singles Day sales than it takes to GMV — it said the $17.8bn final
阿里巴巴指出，该公司对光棍节销售额采取比商品交易总额更保守的统计方法。该公司表示，光棍节178亿美元的最终统计数字是指“通过支付宝(Alipay)结算”的订单；该公司后来确认，该数字仅仅对应于那些已经付款的商品。
This year, Alibaba has stopped publishing quarterly GMV figures — the unaudited measure was getting too much attention and
分析师们表示，今年阿里巴巴已不再发布季度商品交易总额数据——此前这一未经审核的数据吸引了太多注意、引发了太多争议。
重点词汇：
1 hack
n.劈，砍，出租马车；v.劈，砍，干咳
参考例句：
He made a hack at the log.他朝圆木上砍了一下。
Early settlers had to hack out a clearing in the forest where they could grow crops.早期移民不得不在森林里劈出空地种庄稼。
2 hacked
生气
参考例句：
I hacked the dead branches off. 我把枯树枝砍掉了。
I’m really hacked off. 我真是很恼火。
3 advertising
n.广告业；广告活动 a.广告的；广告业务的
参考例句：
Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。
4 mutual
adj.相互的，彼此的；共同的，共有的
参考例句：
We must pull together for mutual interest.我们必须为相互的利益而通力合作。
Mutual interests tied us together.相互的利害关系把我们联系在一起。
5 tempting
a.诱人的, 吸引人的
参考例句：
It is tempting to idealize the past. 人都爱把过去的日子说得那么美好。
It was a tempting offer. 这是个诱人的提议。
6 shortcut
n.近路，捷径
参考例句：
He was always looking for a shortcut to fame and fortune.他总是在找成名发财的捷径。
If you take the shortcut,it will be two li closer.走抄道去要近2里路。
7 scrutiny
n.详细检查，仔细观察
参考例句：
His work looks all right,but it will not bear scrutiny.他的工作似乎很好，但是经不起仔细检查。
Few wives in their forties can weather such a scrutiny.很少年过四十的妻子经得起这么仔细的观察。
8 queried
v.质疑，对…表示疑问( query的过去式和过去分词 )；询问
参考例句：
She queried what he said. 她对他说的话表示怀疑。 来自《简明英汉词典》
\”What does he have to do?\” queried Chin dubiously. “他有什么心事？”琴向觉民问道，她的脸上现出疑惑不解的神情。 来自汉英文学 – 家（1-26） – 家（1-26）
9 accounting
n.会计，会计学，借贷对照表
参考例句：
A job fell vacant in the accounting department.财会部出现了一个空缺。
There’s an accounting error in this entry.这笔账目里有差错。
10 audit
v.审计；查帐；核对；旁听
参考例句：
Each year they audit our accounts and certify them as being true and fair.他们每年对我们进行账务审核，以确保其真实无误。
As usual,the yearly audit will take place in December.跟往常一样，年度审计将在十二月份进行。
11 evade
vt.逃避，回避；避开，躲避
参考例句：
He tried to evade the embarrassing question.他企图回避这令人难堪的问题。
You are in charge of the job.How could you evade the issue?你是负责人，你怎么能对这个问题不置可否？
12 tolerance
n.宽容；容忍，忍受；耐药力；公差
参考例句：
Tolerance is one of his strengths.宽容是他的一个优点。
Human beings have limited tolerance of noise.人类对噪音的忍耐力有限。
13 affected
adj.不自然的，假装的
参考例句：
She showed an affected interest in our subject.她假装对我们的课题感到兴趣。
His manners are affected.他的态度不自然。
14 drawn
v.拖，拉，拔出；adj.憔悴的，紧张的
参考例句：
All the characters in the story are drawn from life.故事中的所有人物都取材于生活。
Her gaze was drawn irresistibly to the scene outside.她的目光禁不住被外面的风景所吸引。
15 tally
n.计数器，记分，一致，测量；vt.计算，记录，使一致；vi.计算，记分，一致
参考例句：
Don’t forget to keep a careful tally of what you spend.别忘了仔细记下你的开支账目。
The facts mentioned in the report tally to every detail.报告中所提到的事实都丝毫不差。
16 inviting
adj.诱人的，引人注目的
参考例句：
An inviting smell of coffee wafted into the room.一股诱人的咖啡香味飘进了房间。
The kitchen smelled warm and inviting and blessedly familiar.这间厨房的味道温暖诱人，使人感到亲切温馨。
17 controversy
n.争论，辩论，争吵
参考例句：
That is a fact beyond controversy.那是一个无可争论的事实。
We ran the risk of becoming the butt of every controversy.我们要冒使自己在所有的纷争中都成为众矢之的的风险。
18 analysts
分析家，化验员( analyst的名词复数 )
参考例句：
City analysts forecast huge profits this year. 伦敦金融分析家预测今年的利润非常丰厚。
I was impressed by the high calibre of the researchers and analysts. 研究人员和分析人员的高素质给我留下了深刻印象。
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