Meaning:
“带” literally means to “lead,” and “货” means “merchandise.” A term coined by Chinese netizens, it refers to the scenario where the general public copies celebrities in their choices of merchandise and therefore helps the goods sell quickly. For example, actress Yang Mi has often been praised by ad agents as “带货能力强” (wielding a strong influence on the public and helping sell goods quickly). Many online shop owners will also advertise their merchandise as “the same as” the piece used by a certain celebrity.
Example:
A: 有一天刷微信，一篇卖茶叶的广告文我居然看完了。
Yǒu yītiān shuā wēixìn, yīpiān mài cháyè de guǎnggào wén wǒ jūrán kàn wán le。
I actually finished reading a long advertisement for teas on the WeChat the other day.
B: 你什么时候也能写出带货能力强的广告文案呢？
Nǐ shénme shíhòu yě néng xiěchū dàihuò nénglì qiáng de guǎnggào wén’àn ne?
When will you be able to write such an advertisements that can help sell a lot of goods?
(First editor: Debra Li)