《跨境电商实用英语》课件Unit 3-Chapter 2

TitleDescription跨境电商实用英语Chapter2Unit3Pre-saleServicesofCross-borderE-commerce跨境电商系列教材AcquirebasicknowledgeaboutstoredescriptiononCross-borderE-commerceplatforms1Learntherelativewordsandexpressions2UnderstandtheprocedureofwritingagoodproducttitledescriptiononCross-borderE-commerceplatforms3ChapterGoalsAfterstudyingthischapter,youareexpectedto：PARTONEWarming-upPART1Warming-upTask:Titledescriptionisimportanttoaproduct.Lookatthefollowingtwoproducts,anddiscusswithapartnerabouthowthetitledescriptionlooksofeachproduct.PARTTWOPassageReadingPART2PassageReadingTitleDescriptionisusuallythefirststepofreleasingproducts,andiscrucialtoCross-borderE-commerceproducts.Whenbuyersselectproductsonthird-partyCross-borderE-commerceplatforms,theyoftensearchthroughkeywords.Agoodtitleallowsyourproductstobesearchedbybuyers,maximizesthepageviewsofproducts,increasesproductexposure,improvesproductranking,aswellasstimulatesbuyers'desiretobuy.Agoodtitledescriptionshouldstimulatebuyers’desiretobuydirectlyafterbuyersseethetitleandwithoutevenclickingintothedetails.Thefirstthingtofollowisthatyouneedtomakesurethetitledescriptionisacollectionofproductkeywords.Therefore,wemustputthecoreandmostaccuratekeywordsofproductsinthetitledescription.TitleDescriptionIngeneral,titledescriptionconsistsofcorewords,attributewords,longtailkeywordsandsoon.Insimpleterms,thecorewordsarethekeywordstodescribetheproducts.Forexample,thecorewordofawomen'sdresscanbe“dress”or“women'sdress”.Attributewordsareusedtodescribesproducts’attributes,suchascolor,size,material,style,use,andsoon.Longtailkeywords,alsoknownasflowwords,refertothekeywordsthatdonothavemuchrelationshipwiththeproducts,butcanbringmorepageviews,suchas“plussize”,“freeshipping”,“wholesale”andsoon.Afteraperiodofshopoperation,therewilloftenbehundredsoreventhousandsofproducts,andmanyofthembelongtothesamecategory.Ifweareconscientiousabouteachtitledescription,theworkloadistooheavy.Soforthesamecategoryofproducts,wecanusetitletemplates.Thatis,thecorewordsstaythesame,changeattributewordsaccordingly,andreplacethelongtailkeywords.Forexample,underthecategoryofwomen'sdress,wemayuploadavarietyofproducts.Everyproducthasdifferentcolors,styles,materialsandsoon.First,wecansetcorewordsforthiscategoryofproducts,suchas“2018FashionWomen'sDress.”Thenitcanbeusedasthebeginningofallproducts’titleunderthiscategory.Thenwecansetdifferentattributewordsaccordingtothedifferentattributesofproducts,suchasdifferentcolors,length,style,etc.,sothereisadifferencebetweeneachproduct.Finally,wecansetthelongtailkeywordsthatwillbringusmorepageviews.Inthisway,wecanproduceaseriesofhigh-qualitytitledescriptionsquicklyandefficiently.PART2PassageReadingTherulesofthemajorCross-borderE-commerceplatformsarenotthesame.Forexample,thetitleofproductsonAliExpresscanbesetupto128characters,butDHgateallows140characters.However,sometipsofproductdescriptionarecommon.Herearesometips:1.Usethedataanalysistools(suchasthedataanalysistoolofAliExpress:Datafromverticalandhorizontal)tosetthehotkeywords;2.Trytoputcorewordsasearlyaspossible,bestinthefirstfivewords;3.Capitalizethefirstletterofeachkeywordexceptforthe,aandotherprepositions;4.Maximizetheuseofcharacters;5.Donotpileupkeywords;6.Donotusekeywordsthatdonotmatchtheproducts’realinformation;7.Avoidtheuseofsensitivewords,suchascheap,fakeandsoon;8.Makethetitleasclearandcoherentaspossible,andnatureinEnglish.PART2PassageReadingNewWordscrucial

[ˈkruʃəl]adj.1NewWordextremelyimportant,becauseitwillaffectotherthings至关重要的；关键性的e.g.Ⅰ)Winningthiscontractiscrucialtothesuccessofourcompany.赢得这份合同对我们公司的成败至关重要。Ⅱ)Agoodreputationiscrucialtorunninganonlinestore.良好的声誉对经营一家线上商店非常关键返回keyword

[ˈki:wɜ:d]n.01NewWord2awordorphrasethatyoutypeonacomputerkeyboardtogiveaninstructionortosearchforinformationaboutsth.关键词；关键字（用于指令或检索）e.g.Ⅰ)Youcansearchforwhatyouwanttobuywiththekeyword.您可以使用关键词搜索寻找您想购买的产品。Ⅱ)IwouldenterthiskeywordinGoogle.我想在谷歌输入这个关键词。返回maximize

[ˈmæksɪmaɪz]v.NewWord3toincreasesthasmuchaspossible使增加到最大限度e.g.Ⅰ)Inordertomaximizeprofitthefirmwouldseektomaximizeoutput.为了获得最大利润，这家公司会把产量增至最大。Ⅱ)Itiswisetobuyatdealerpricessoyoucanmaximizeyourprofitsifyouresell.明智的做法是以批发价购进，这样可以在转卖时获得最大的利润。返回exposure

[ɪkˈspəʊʒə(r)]n.NewWord4

theattentionthatsomeoneorsomethinggetsfromnewspaper,television,etc.曝光；曝光量e.g.Ⅰ)Productexposurereferstohowmanytimesyourproducthasbeenseenbythecustomers.产品曝光量是指你的产品被客户看到的次数。Ⅱ)Highproductexposuredoesn’tnecessarilymeansmoreorders.高产品曝光量并不一定意味着更多的订单。返回stimulate

[ˈstɪmjuleɪt]v.5NewWordtomakesthdeveloporbecomemoreactive;toencouragesth促进；激发；激励e.g.Ⅰ)Thebeautifulpicturesoftheproductstimulatesbuyers’desiretobuy.产品精美的图片激发了顾客的购买欲望。Ⅱ)Theexhibitionstimulatespeople’sinterestinhispaintings.这次展览激发了大众对他的画作的兴趣。返回accurate

[ˈækjərət]adj.01NewWord6confirmingexactlyoralmostexactlytofactortoastandardorperformingwithtotalaccuracy准确的；精准的e.g.I）SomepeoplebelievethattheprintmediaaremoreaccurateandmorereliablethantelevisionandtheInternet.一些人相信印刷媒体比电视和网络更准确、更可靠。II)Youhavetomakesuretheproductdescriptionisaccurate,oryoumightreceivedisputesfrombuyers.你必须确保产品描述是准确的，否则的话可能会收到来自买家的纠纷。返回attribute

[əˈtrɪbju:t]n.NewWord7aqualityorfeatureofsb/sth属性；性质；特征e.g.I)Majorproductattributesincludecolor,size,material,etc.产品属性主要包括颜色，尺寸，材质等。II)Patienceisanattributeofagoodteacher.耐心是一位好老师应有的品质。返回flow

[fləʊ]n.NewWord8thecontinuousproductionofsupplyofsth流量e.g.I)OneBeltandOneRoadencouragesthefreeflowofinformationamongthemembercountries.“一带一路”鼓励成员国之间信息的自由流动。II)Popularkeywordsbringmoreflowtoouronlinestore.流行的关键词能为我们的在线店铺带来更大的流量。返回conscientious

[ˌkɒnʃiˈenʃəs]adj.9NewWordtakingcaretodothingscarefullyandcorrectly认真的；尽责的；小心谨慎的e.g.I)Sheisveryconscientiousandneverskimpsherwork.她做事认真，从不敷衍了事。II)Moststudentsatourschoolareconscientious.我们学校大部分的学生都很勤奋。返回template

[ˈtempleɪt]n.01NewWord10athingthatisusedasamodelforproducingothersimilarexamples

模板；样板；范例e.g.I)Hereisatemplateforinterviewquestions.这是采访问题的一个模板。II)Aphonebooktemplateisnormallyincludedinanewcellphone.新手机中通常包含一个电话簿样板。返回accordingly

[əˈkɔ:dɪŋli]adv.NewWord11inawaythatisappropriatetowhathasbeendoneorsaidinaparticularsituation相应地e.g.I)Wehavetofindouthisplansandactaccordingly.我们必须找出他的计划，并照着办。II)Astheeconomydevelops,thepurchasingpowerofthepeoplehasbeenimprovedaccordingly.随着经济的发展，人民的购买力也随之提高了。返回coherent

[kəʊˈhɪərənt]adj.NewWord12logicalandwellorganized;easytounderstandandclear有条理的；清楚易懂的e.g.I)Goodinterpretationshouldbecoherentandintelligible.好的翻译应该是通顺易懂的。II)Thepresidentwassocalmandcoherentwhenheansweredquestionsintheinterviewlastnight.总统在昨晚的访谈中回答问题时表现得镇定、条理清楚。返回Phrases&Expressionsrelease

products发布产品01P&Ee.g.I)Marketresearchhelpsustodeterminethebesttimetoreleaseproducts.市场调研帮助我们确定发布产品的最佳时机。II)Wehavetoinvestmoremoneyinordertoreleaseproductstothemarketassoonaspossible.为了将产品尽快投入市场，我们必须投入更多资金。Phrases&Expressions01P&E02consist

of由……组成；由……构成；包括e.g.I)Ahealthydietshouldconsistofwholefoods.健康的饮食应由全天然的食品构成。II)MostfamiliesinChinaconsistoffather,motherandonlyonechild.中国大部分家庭只包括爸爸、妈妈和一个孩子。Phrases&ExpressionsP&E03plus

size大尺码；加大码e.g.I)Thepopularityofplussizemodelstellsusthatthetraditionalidealsofbeautyarebeingchallengednow.大码模特的流行告诉我们传统审美观念正在被挑战。II)PlussizeclothessellwellonAliExpressandotherCross-borderE-commerceplatforms.大尺码服装在速卖通和其他跨境电商平台上很畅销。Phrases&ExpressionsP&E04e.g.I)WarehousemarketssuchasCostcoandSam’sallowmemberstobuygoodsatwholesaleprices.仓储式超市，如好市多和山姆店，允许会员以批发价购买商品。II)IfyoubuyinquantitiesonDHGate,youcangetwholesaleprices.如果你在敦煌网上批量采购，你将得到批发价。whole

sale批发Phrases&Expressionsa

variety

of种种；多种的。05P&Ee.g.I)Buyersplaceordersforavarietyofreasons.买家会由于种种原因下订单。II)Hangzhouoffersavarietyofattractions.杭州有种种引人入胜之处。Phrases&Expressions01P&E06a

series

of一系列；一连串e.g.I)Thestudentsattendedthelectureaskedaseriesofquestions.参加讲座的同学提出了一系列的问题。II)Wepreparedaseriesofpromotionactivitiesforthe“doubleeleven”.为了迎接双十一，我们准备了一系列的促销活动。Phrases&ExpressionsP&E07up

to一直到；多达e.g.I)Thewatercameuptohischest.水一直淹到了他的胸部。II)Thetaxescameuptoahugesum.各种税加起来是一笔巨款。Phrases&ExpressionsP&E08e.g.I)Wecanusesomedataanalysistoolstohelpusunderstandtheperformanceofourstore.我们可以通过一些数据分析工具来更好地分析店铺的运营情况。II)Somedataanalysistoolscanhelpusfindpopularandhotkeywords.一些数据分析工具能帮助我们找到流行和热搜的关键词。data

analysis数据分析Phrases&Expressionspile

up堆砌；堆积09P&Ee.g.I)Pilingupkeywordssynonymouskeywordsintheproducttitleisaviolationoftherulesofmostcross-bordere-commerceplatforms.堆砌同义关键词违反大部分跨境电商平台的平台规则。II)Problemswillpileupduringwork.工作中的问题会越积越多。Phrases&ExpressionsTask1Workinpairs.Readthepassageandanswerthefollowingquestions.1Whyistitledescriptionimportanttoaproduct?2Whatisacoreword,attributeword,andlongtailkeyword?3Howmanypicturesintheproductdescriptionisthebest?Why?Task21.Crueltyisanormal___________ofhumanbehavior.2.Oneofthe“7C”principlesofbusinesscorrespondenceis______________.3.Inorderto______________customerstobuy,wedecidedtogivesomediscounts.4.Teamworkspiritandabilityisa________qualificationforateamleader.5.Quartztimepiecesarevery______________,toaminuteortwoperyear.6.Eachpoliticalpartyhasitsowninterests,andwillact______________.7.Sheisa______________person,soshewillnevermakeamistakelikethis.8.Therestaurantownerhasfiredseveralfull-timewaiterstocutbudgetand___________profit.Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.attribute

coherentstimulatecrucialaccurateaccordinglyconscientiousmaximizeTask31.请根据模板填写表格。(template)________________________________