《跨境电商实用英语》课件Unit 3-Chapter 3

ProductDescription跨境电商实用英语Chapter2Unit3Pre-saleServicesofCross-borderE-commerce跨境电商系列教材KnowwhatproductsaresuitableforCross-borderE-commercesales1Acquirebasicknowledgeaboutproductstructureofanonlineshopandknowdefinitionsofburstsells,flow-increaseproductsandprofitableproducts2Learntherelativewordsandexpressions3UnderstandtheprocedureofmakingagoodproductdescriptiononCross-borderE-commerceplatforms4ChapterGoalsAfterstudyingthischapter,youareexpectedto：PARTONEWarming-upPART1Warming-upTask:Productdescriptionisimportanttoaproduct.Lookatthefollowingproductdescription,anddiscusswithapartneraboutwhatinformationweshouldincludeintheproductdescription.Payment:Creditcardonlineisavailable.WeacceptpaymentbyPaypal,T/TandWesternUnion.Afteryourpaymentclearedwewilldelivertoyouwithin3businessdays.Ifthereisanyimportdutiesortaxes,itisbuyer'sresponsibilityWarranty:1.Althoughwehavegreatconfidenceinthequalityandpricesofeveryproductswesell,wecannotguaranteeallbuyerswouldbe100%satisfiedwiththemduetodifferentreasons.Butnomatterwhathappens,wepromisewewilldoourbesttosolveanyproblemoccuredduringtransactions.2.Ifyouhaveadefectiveitemwhichyouwishtoreturnorexchange,plscontactuswithin3businessdaysfromdateyoureceivetheshipment.PARTTWOPassageReadingPART2PassageReadingProductsarekeytoCross-borderE-commerce.Itcanbesaidthatgoodproductscanhelpcompaniesgaintheworld.Ingeneral,productsthataresuitableforCross-borderE-commercesaleshavethefollowingcharacteristics:small,lightandhighaddedvalue.Inshort,"smallandbeautiful"productsaremostsuitableforsalesonCross-borderE-commerceplatform.Whenlookingforproductsforonlineshops,payattentiontotheproductstructure.TherearemainlythreetypesofCross-borderE-commerceproducts:burstsells,flow-increaseproductsandprofitableproducts.Burstsellsarehotproducts,withhighflow,highexposure,largeordersandothercharacteristics.However,burstsellsarenotthesourceofprofitsforshops.Usually,thepriceofburstsellsislow,andthedirectimpactisthattheprofitmarginsaresmall,evennoprofitmargins.Thus,itisrecommendedthatshopsonlyset1-2burstsellsperstore.Createburstsellsbyreducingprice,increasingdiscountrates,whichwillbringalotofpageviewsandordersintheshorttermfortheshop,aswellaspromotethesaleofotherproducts.ProductDescriptionFlow-increaseproductsrefertotheproductsthatcanincreasepageviewsfortheshop.Sameasburstsells,thepriceofflow-increaseproductsisalsolow,andtheyarenotthemainsourceofprofits.Itisrecommendedthateachshopsetabout5flow-increaseproducts,sothatshopsdonotneedtoinvestalottoincreasetheflow.Ifshopschooseflow-increaseproductsandburstsellsreasonably,itwillhelpshopsgrowrapidlyintheearlystage.Theoperationofashopisinseparablefromprofits,andprofitableproductsarethemainsourceofprofitsforshops.Ingeneral,inadditiontoburstsellsandflow-increaseproducts,otherproductsintheshopareallprofitableproducts.Profitabilityisdeterminedbytheseller'svaluationontheexpectedprofitoftheproducts.Thepageviewofthiskindofproductsisnotlarge,buttheprofitofasingleproductishigh.Thesellershouldreservediscountspaceforthiskindofproducts,sothesellercandiscountthemduringtheflowpeakofplatformorpromotionperiod.Oncewehavedecidedtheproductstructureofstore,weneedtohaveamorecomprehensiveunderstandingoftheproductcategory,sothatwecanbetterintroduceanddisplaytheattributesandcharacteristicsoftheproductsintheproductdescription.PART2PassageReadingAlthoughthemajorplatformshavedifferentrulesabouttheproductdescription,therearestillsomecommonskillsandtricks:1)Followthe"FAB"method,whichreferstoFeature,AdvantageandBenefit;2)Truthfullydescribetheproducts;otherwisetherewillbefollow-updisputessuchasproductsnotasdescribed;3)Donotincludetoomanypictures,otherwisetheloadingtimewillbetoolongandthatwillprobablyresultinanegativeeffectonthebuyer’sdecisionmakingprocess,bestbetween10-12pictures;4)Beassimpleaspossibleintheproductdescription,generallybetween100-300words;5)Includelogistics,payment,after-salesserviceandotherinformationintheproductdescription;6)Paragraphthedescriptiontoenhancethebuyer'sbuyingexperience;7)Makeuseofcustom

modulessuchasrelatedsalestoincreasethesalesofsimilarproducts,neworprofitableproducts.PART2PassageReadingNewWordsburst[bɜ:st]n.1NewWordasuddenflurryofactivity爆发e.g.Ⅰ)Afterhearingthepresident’sspeech,theapplauseburstfromthecrowd.在听到总统的演讲后，人群中爆发出一阵掌声。Ⅱ)Weexpectthenewproductcouldbringaburstinsalesforourstore.我们期待新产品能给我们店铺的销售额带来爆发。返回promote

[prəˈməʊt]v.01NewWord2contributetotheprogressorgrowthof;trytosell(aproduct)促进；推销e.g.Ⅰ)Welaunchedabigonlineadvertisingcampaigntopromoteournewproducts.我们发动了一场声势浩大的在线广告营销，旨在推销我们的新产品。Ⅱ)TherepresentativesfrombothcountriesdiscussedhowtopromoteeconomiccooperationbetweenChinaandtheU.S.来自中美的代表商讨了如何促进两国在经济上的合作。返回profitability

[ˌprɒfɪtə'bɪlətɪ]n.NewWord3thedegreetowhichabusinessoractivityyieldsprofitorfinancialgain盈利能力；收益性e.g.Ⅰ)Profitabilityisthefirstthingtolookintowhenthinkingofinvestingacompanyorbusiness.在考虑投资一家公司时，盈利能力是首要考察的因素。Ⅱ)Intenserivalrywillreduceindustryprofitability.激烈的竞争将会降低整个行业的盈利能力。返回reserve

[rɪˈzɜ:v]v.NewWord4holdbackorsetaside,especiallyforfutureuseorcontingency储备；保留；预留e.g.Ⅰ)Youmustreserveyourstrengthforthefinals.你必须为决赛保留体力。Ⅱ)Adoubleroomwithabalconyoverlookingtheseahadbeenreservedforhim.特地为他预留了一间带阳台的海景双人房。返回peak[pi:k]n.5NewWordthemostextremepossibleamountorvalue最高点；顶点e.g.Ⅰ)Ourholidaysaleshitapeakofaround2milliondollars.我们的假日销售额达到了200万美元的顶点。Ⅱ)Peopleinbigcitiesoftenchoosetoleaveearlyinordertogetoutofthepeak-hourtraffic.大城市的人们经常早点动身以避开交通高峰。返回comprehensive

[ˌkɒmprɪˈhensɪv]adj.01NewWord6includingordealingwithallornearlyallelementsoraspectsofsomething广泛的；全面的e.g.I）Therewillbeacomprehensiveevaluationonstudentsattheendofeachsemester.每学期结束将进行对学生的综合评价。II)ThisgalleryhasacomprehensivecollectionofVanGogh.这家美术馆有全面的梵高作品收藏。返回common

[ˈkɒmən]adj.NewWord7sharedbytwoormorepeople,groups,orthings共同的；共有的e.g.I)Thetwocountriesstandtogetheragainstacommonenemy.两个国家联合起来反对共同的敌人。II)Wefacesomeproblemscommontoallthecommunities.我们正面临一些每个社区共同的问题。返回dispute

[dɪˈspju:t]n.NewWord8adisagreementorargument(aboutanorder)纠纷e.g.I)Thecustomerserviceteamwillinterposeintothedisputeifanagreementcan’tbereachedbythesellerandthebuyer.如果卖家和买家无法达成一致，客服将介入纠纷。II)Thecommissionisindisputewiththegovernment.委员会和政府正处于争议中。返回load[ləʊd]v.9NewWordinsertsomethinginto(adevice)sothatitcanbeoperated加载；载入e.g.I)Ittakestimeforthecomputertoloadpictures.电脑加载图片需要一些时间。II)Thenewcloudsystemallowsustoloaddatafromanywhere.新型的云系统使我们能够在任何地方加载数据。返回logistics

[ləˈdʒɪstɪks]n.01NewWord10thepracticalorganizationthatisneededtomakeacomplicatedplansuccessfulwhenalotofpeopleandequipmentisinvolved物流；后勤；组织工作e.g.I)Logisticsisnowmoreimportantthantechnologyinourindustry.物流目前在我们这一行比技术还重要。II)ThelogisticssystemisthebiggeststrengthofJD.自建物流体系是京东最大的优势。返回custom[ˈkʌstəm]adj.NewWord11madeaccordingtothespecificationsofanindividual定做的，定制的e.g.I)Somebrideswanttheircustommadeweddingdress,whilesomeprefertorentone.有些新娘希望拥有量身定制的婚纱，而有些则更倾向于租婚纱。II)WedecidetoaddcustomfittedmasksduringtheHalloweenseasontoattractmorebuyers.我们决定在万圣节期间增加定制面具，以吸引更多买家。返回module

[ˈmɒdju:l]n.NewWord12aunitthathasaparticularfunction模块；组件e.g.I)Thiscourseconsistsofthreefour-weekmodules.这门课程分为三个模块，每个模块4周。II)AliExpressoffersaseriesofmodulestohelpsellersgainmoreflowandorders,suchasrelatedsalesmodule.速卖通提供一系列的模块帮助卖家获得更多的流量和订单，比如关联销售模块。返回Phrases&Expressionsaddedvalue附加值01P&Ee.g.I)Chinesegovernmenthasmadeeffortstoadjustandoptimizethemixofexportcommoditiestoimproveproductqualityandraiseaddedvalue.中国政府为调整和优化出口商品结构，提高商品质量和附加值做了许多努力。II)Wecancreatesignificantaddedvaluebypushingthebrandintootherareas.我们可以通过把品牌推向其它领域而创造出巨大的附加价值。Phrases&Expressions01P&E02profitmargin利润率e.g.I)Wehadanetprofitmarginof30%lastyear.我们去年的纯利润率为30%。II)Somesmallrestaurantsoftenignorehealthandsafetyregulationsinordertoraiseprofitmargins.一些小餐馆为了提高利润率，经常忽视卫生和安全规章。Phrases&ExpressionsP&E03page

view访问量；浏览量e.g.I)Alexaisawebsitethatofferswebsiterankingsintermsofpageviewsandvisitorsglobally.Alexa是一家发布全球网站浏览量及访客排行的网站。II)TheticketsystemexperiencedatemporaryfailureonexcessivepageviewvolumeasthereleaseofJayChou’sconcerttickets.随着周杰伦演唱会门票的开售，售票系统因为过多的浏览量经历了暂时的系统故障。Phrases&ExpressionsP&E04e.g.I)Itisbelievedinmodernsocietythatlibertyisinseparablefromsocialjustice.在现代社会，人们相信自由与社会正义是不可分的。II)Ourcountry’sachievementsareinseparablefromsupportbypeopleoftheworld.我们国家的成就同世界人民的支持是分不开的。inseparable

from

不可分的Phrases&Expressionsexpectedprofit预期利润05P&Ee.g.I)Expectedprofitisacrucialthingtoconsiderwhensettingpriceforaproduct.为产品定价时，预期利润是一个关键的考虑因素。II)Thehigherthanexpectedprofitshowstherapidreboundinglobaldemandforluxuryproducts.这一高于预期的利润显示了全球对奢侈品需求的快速反弹。Phrases&Expressions01P&E06decisionmaking决策；判定e.g.I)Wewanttoseemorewomeninvolvedindecisionmakingprocess.我们希望看到更多的女性参与到决策过程中。II)Employerstodaywantcollegegraduatestohavetheabilitiesofproblemsolvinganddecisionmaking.现在的雇主希望大学毕业生能具备解决问题和决策的能力。Phrases&ExpressionsP&E07buying

experience购买体验e.g.I)Topqualityservicewillhelpimprovethebuyingexperience.优质的服务有助于提升购买体验。II)Pleasantbuyingexperiencehelpsboostcustomerloyalty.愉快的购买体验有助于提高客户的忠诚度。Phrases&ExpressionsTask1Workinpairs.Readthepassageandanswerthefollowingquestions.1WhatkindofproductsissuitableforCross-borderE-commercesales?2Whatisaburstsell,flow-increaseproductandprofitableproduct?3Howtocreateaseriesofproducttitlesinanefficientway?Task21.Ourcollegeusedtobeabankingcollege,butnowit’sa________________college.2.Wearetotallydifferentpeopleandhavenothingin____________.3.____________systemincludescustomerservice,packaging,transportation,storage,distributionprocessingandi3.nformationcontrol.4.Hangzhouhastrafficrestrictionduring________hours.5.Thelabor’sunionisin________withmanagementoverworkinghours.6.Thiscampaignisto____________awarenessofenvironmentalissues.7.Thesolar________ofthemachinehelpsreducetheresourcecostandprotecttheenvironment.8.Herhusbandhas____________atableatherfavoriterestauranttocelebratetheirweddinganniversary.Completethefollowingsentenceswiththewordsorphrasesinthebox.CprehensivecommonLogisticspeakdisputepromotemodulereser