跨境电子商务英语 Unit 5 课件

跨境电子商务英语Unit5

Cross-BorderE-CommerceProductManagement

UnitObjectives:Learntodotheproductselectioninyoure-commercestore.Learnabouttheproductpricingstrategies.Learnabouttheforbiddenandrestrictedproducts.Unit5Cross-BorderE-CommerceProductManagementProductSelection1ProductPricing23CONTENTS目录ForbiddenandRestrictedProducts1ProductSelectionWarming-up1.Takeacloselookatthefollowingpiechart(SeeFigure5.1)andputtheresultsofthesurveyinorder.Order(frommosttoleast):Part1ProductSelectionE-C-A-G-F-B-H-DWarming-up2.GroupDiscussion.Workingroupsanddiscusswithyourpartner(s)aboutthefollowingcase:MarkwantstorunabusinessonAliExpress,buthedoesn’ttohowtodoproductselectiontomakethebusinesssuccessful.Pleasegivehimsomesuggestions.Theconsiderationfactorsforproductselectionincludethefollowingaspects.Part1ProductSelectionListeningListentothefollowingsentencesandfillintheblanks.Part1ProductSelectionListeningListentothefollowingsentencesandfillintheblanks.(1)Withoutconsiderate____________________andpricingdecisionsthee-shopownermaygetintotrouble.(2)Decidingwhichproductstosellonlinecanbequiteataskandyouneedtotakesomanythingsintoconsiderationsuchas_____________________,competitionandprofit.(3)Apparelandfashion,withitsendless________________________andrelativelylowshippingcosts,isclearlyagreatcategoryfornewsellerstoexplore.(4)Withyour____________________youneedtoaccommodateforcompetitiondynamics,culturalfactors,tasteprofiling,packingdesign,language,pricingandmuchmore.(5)Thise-commerceplatformhelpsyoupurchasegoodsthatareofgreatvalueandalsoofferan_______________________.

productselectionbuyerdemandnicheopportunitiesproductresearch

attractivemarginPart1ProductSelectionSpeakingAandBareclassmates.TheyarediscussingaboutwhattoselliftheywillsetfootinCBECinthefuture.Pleasetrytoroleplaythefollowingdialogue,especiallypayattentiontotheunderlinedparts.Part1ProductSelectionTips:WhenchoosingaproductonaCBECplatform,weshouldbeconfidentaboutnationalproducts,andestablishself-confidenceinabigcountry.Andstimulatestudents'interestinexploringcross-bordere-commerceproducts.KEYWORDSANDEXPRESSIONS1Whatwouldyouliketosellinyoure-commercestore?您想在电商店铺中售卖什么？Whichproductstosellonlinecanbequiteatask.（决定）在线销售哪些产品可能是一项艰巨的任务。Whatdocustomersliketobuyonline?客户喜欢在网上购买什么？It’sbetterforustodoacarefulproductresearch,isn’tit?对我们来说，最好进行仔细的产品研究，不是吗？Part1ProductSelectionSpeakingAandBareclassmates.TheyarediscussingaboutwhattoselliftheywillsetfootinCBECinthefuture.Pleasetrytoroleplaythefollowingdialogue,especiallypayattentiontotheunderlinedparts.A:Yousaidyouwouldtrytodosomethinginthecross-bordere-commercefield,right?B:Yeah,youknowI’mquiteinterestedinCBEC.A:Oh,then,whatwouldyouliketosellinyoure-commercestore?B:It’shardtosay,decidingwhichproductstosellonlinecanbequiteatask.First,Ineedtoconsiderthebuyers’demand.A:Whatdocustomersliketobuyonline?B:Ithinkapparelandfashion,digitalandinformationproductsarepopularamongyoungpeople.A:Yes,Ithinkhandmadeproductsarepopular,too.Butit’sbetterforustodoacarefulproductresearch,isn’tit?B:Yes,certainlyPart1ProductSelectionReadingWhyIsItSoImportanttoChooseYourE-CommerceProductsCarefully?Part1ProductSelectionTips:Duringtheproductselection,weshouldhavetheworkstyleofseekingtruthfromfacts,andbeingmodest.Reading:Words:uphill/ˌʌpˈhɪl/adj.费力的literally/ˈlɪt(ə)rəlɪ/adv.真正地，确实地prime/praɪm/adj.主要的，首要的shape/ʃeɪp/v.塑造massive/ˈmæsɪv/adj.大而重的restriction/rɪˈstrɪkʃ(ə)n/n.限制规定frilly/ˈfrɪlɪ/adj. 多饰边的，多褶边的reinforce/rɪːɪnˈfɔːs/v.加强；加固match/mætʃ/v.般配，相配outlet/ˈaʊtlet/ n.经销店channel/ˈtʃæn(ə)l/n.途径；渠道sanity/ˈsænɪtɪ/ n.明智，理智target/ˈtɑːgɪt/ v.面向；把……对准Part1ProductSelectionReading:Expressions:checkout调查keepinmind记住figureout想出，弄明白takesth.seriously认真对待某事Part1ProductSelectionKeySentences:Thismeansthatwithoutasolidproductline,yourbusinessfacesanuphillbattlebeforeitevenstarts—ifyoudon’tknowwhatyou’reselling,youcan’tplantheotheraspectsofyouronlinestore.这就意味着，如果没有稳固的产品线，您的企业甚至在还未开始之前就会面临一场艰苦的战斗——如果您不知道自己卖什么，就无法规划在线商店的其他方面。It’struethatdecidingwhatproductstosellcanberatherdifficult,asthereareliterallymillionsofoptionstochoosefrom.确实，决定销售哪些产品可能相当困难，因为实际上有数百万种产品可供选择。Part1ProductSelectionKeySentences:Themarketingoutletsyouchoose,alongwithyourmarketingbudgets,aredependentonyourtargetaudience,whichisfullydeterminedbyyourproductoffering.

您选择的营销渠道以及营销预算取决于您的目标受众，而您的目标受众又完全取决于您的产品。Allinall,figuringoutwhattosellonlineandwhototargetisadecisionthatshouldbetakenseriously.总而言之，弄清楚在网上销售什么以及目标受众是谁是需要认真考虑的。Part1ProductSelectionExercises:(1)Usethewordsintheboxtocompletethesentencesbelow.primeshaperestrictionreinforcematchchannel①Successinthetalkswill_______________hisreputationasaninternationalnegotiator.②Hisideashadbeen__________________byhislastworkingexperienceasaproductmanager.③Thecompanyhasworldwidedistribution___________________.④Thebackgroundofyourwebsiteshould____________________wellwithyourproductandbrand.⑤Thegovernmenthasagreedtoimpose___________________onthesegoodsreinforceshapedrestrictionschannelsmatchPart1ProductSelectionExercises:(2)Fillintheblankstocompletethetranslationofthefollowingsentences.①在选择卖什么产品前，你最好去调查一下其他的电子商铺店主在卖些什么。You’dbetter_______________________whatothere-shopownerssellbeforedecidingwhattosellinyoure-shop.②记住你要选择那些你觉得有趣的商品去卖，否则很快你就会觉得无聊。

_____________________thatchoosesomethingyoufindinterestingtosell,otherwiseyouwillgetboredsoon.③他们用了大约一个月的时间才想出他们的网店卖什么产品。Ittookthemaboutonemonthto___________________________whattosellintheire-shop.checkoutKeepinmindfigureoutPart1ProductSelectionExercises:(2)Fillintheblankstocompletethetranslationofthefollowingsentences.④除了思考卖什么产品，电子商铺店主还需要思考产品的面向群体是谁。Asidefromproductselection,thee-shopownersshouldthinkaboutwhoto__________________..⑤对于电子商铺店主来说，选择所卖商品如此重要，理应被认真对待。Forthee-shopowners,productselectionissoimportantthatitshouldbe__________________..targettakenseriouslyPart1ProductSelectionExercises:(3)Answerthefollowingquestions.①Whatdoestheauthormeanbysaying“withoutasolidproductline,yourbusinessfacesanuphillbattlebeforeitevenstarts”?________________________________________________________________________________________________________________________________________________________②Whatisthemainfactorinfluencingotherdetailsofyoure-business?____________________________________________________________________________Theauthormeansthatifyoudon'tknowwhatyou'reselling,youwillfinditdifficulttoconductyourbusiness.Theproductsyousell.Part1ProductSelectionExercises:(3)Answerthefollowingquestions.③Whatdotheproductsyouselldirectlyimpact?____________________________________________________________________________④Whatareyourmarketingoutletsandmarketingbudgetsdependenton?____________________________________________________________________________Branding&design,yourmarketingandyoursanity.Theyaredependentonthetargetaudience.Part1ProductSelection2ProductPricingPart2ProductPricing1.Learnthefollowingwordsandexpressions,andwritedowntheirChinesemeanings.Warming-up(1)competitiveprice(2)reasonableprice(3)bottomprice(4)ex-factoryprice(5)favorableprice(6)cutdowntheprice(7)adjusttheprice(8)revisetheprice有竞争力的价格合理的价格底价出厂价优惠价格降低价格调整价格修改价格Part2ProductPricing2.Choosetwomostimportantfactorsweshouldconsiderwhenpricingeachofthefollowingitems.Warming-upA.weightB.batterytypeC.brandD.sizeE.clothingmaterialsF.functionsC,EA,DB,FListeningListentothefollowingsentencesandfillintheblanks.Part2ProductPricingListeningListentothefollowingsentencesandfillintheblanks.(1)

Pricingcan’tbesomerandomselectionwithoutconsiderationtothe_____________,competitorsandretailchannels.(2)

Thisisourlateststyleandthepriceisvery_________________.(3)

Becauseofthesuperiorquality,its________________________ishigherthanotherstyles’.(4)

Wouldyou___________________tocutdownthepricealittlebit?(5)Pleaseplacetheordernow,soIcan___________________foryou.

targetbuyersreasonable

ex-factoryprice

revisethepricemakeconcessionPart2ProductPricingSpeakingThebuyerwantstobuyadressinane-shopandnowsheisbargaining.Completethefollowingdialoguewiththesentencesorexpressionsinthebox.Part2ProductPricingTips:Nomatterwhen,weshouldbeawareoftheimportanceofunityandcooperation,andmakealltheeffortstoensurethecompany’sandnationalinterests.SpeakingThebuyerwantstobuyadressinane-shopandnowsheisbargaining.Completethefollowingdialoguewiththesentencesorexpressionsinthebox.Buyer:Ilikethedressinyourstore,butIthink$90isalittleexpensive.(1) ____________________________________________________________Howabout$80?Seller:Sorry,weseldombargain.Buyer:It’smyfirstvisittoyourstore.Wouldyoupleaseoffermesomekindofdiscount?Seller:Ifyouconsiderthequalityofourdress,youwillfindourpriceisquitereasonable.Buyer:Thisisourfirst-timedoingbusiness.(2) _______________________________________________________ ___________________________ Alowpricewouldmeanlargesales.Seller:(3)____________________________________________Asyouknow,Iwon’tmakemuchmoneyonthisorder.Itsellssowellthatitmaygooutofstocksoon.C.Isitpossibletolowerthepriceabit?E.Ifyouoffermeyourlowestprice,ImightbecomeA.Theskirtisthebest-sellerinmystore.Part2ProductPricingyourregularcustomer.SpeakingBuyer:Ireallylikethedress.Ifit’simpossibletocutdowntheprice,willyougivemeafreeshipping?Seller:I’msosorry.(4)______________________________________________________________________________          Moreover,Ihavetopaya5%commissiontoAliExpress.Buyer:Ifyoudon’tmakeanyconcession,(5)____________________________________________________         Youknow,Idon’thaveenoughmoneyonmycreditcard.Seller:Well,youdrivesuchahardbargain.Isuggestwemeeteachotherhalfway.Wecancomeinat$85perpiece.That’sthebestIcando.Buyer:OK,it’ssoniceofyou.Seller:(6)_____________________________________________________________________.F.Shippingcostshavegoneupalotrecently.B.I’mafraidIcannotmakeadealwithyou.D.Nowpleaseplaceanorder,andI’llrevisethepriceforyouPart2ProductPricingReadingHowDoIEstablishPricesforMyProducts?Part2ProductPricingTips:Atanytime,weshouldworkrigorouslyandpragmatically,andhavethecraftsmanshipspiritofexcellence.Reading:Words:ignore/ɪgˈnɔ:/v.

忽视arbitrarily/ˌɑːbɪˈtrerəli/ adv.任意地solely/ˈsəʊllɪ/

adv.独自地；完全charge/tʃɑ:dʒ/

v.对……索费overall/ˈəʊvərɔːl/adj.全部的，总体的revenue/ˈrevənju:/n.收益estimate/ˈestɪmeɪt/v.估计previously/ˈpri:viəsli/adv.先前investigate/ɪnˈvestɪgeɪt/

v.调查competitor/kəmˈpetɪtə/ n.竞争者position/pəˈzɪʃ(ə)n/v.定位Part2ProductPricingadjustment/əˈdʒʌs(t)m(ə)nt/n.调整motivation/məʊtɪˈveɪʃ(ə)n/n.动机admittedly/ədˈmɪtɪdlɪ/ adv.公认地immensely/ɪˈmenslɪ/

adv.

极大地Reading:Expressions:netprofit净利润nolessthan不少于asfarassth.isconcerned就……而言addedvalue增值价值，附加价值Part2ProductPricingKeySentences:Fartoooften,onlineretailersarbitrarilysettheirproductprices,orevenworse,basetheirdecisionssolelyonwhattheircompetitorsarecharging.很多时候，在线零售商会随意地设定产品价格，甚至更糟的是，他们仅依据竞争对手的定价来决定自己产品的定价。Beforesettlingonaprice,calculatetheoverallproductcostbyaddingallofthecostsassociatedwithyourproduct,suchasproductcosts,shippingfees,labor,andmore.在定价之前，需计算所有与产品相关的成本，比如产品的进价、运费、人工等，这些相加从而核算产品的总成本。Part2ProductPricingKeySentences:Onceyousetthepricesforyourproducts,youshouldbeingoodshapeasfarasyourbusinessneedsareconcerned.一旦您为您的产品设定好了价格，就您的业务需求而言，您应该处于良好状态。Pricingisadmittedlyanartandascience.诚然，定价是一种艺术，也是一门科学。Part2ProductPricingExercises:(1)Tellwhethereachofthefollowingstatementsistrue(T)orfalse(F).① ________It’sagoodwaytobaseyourpricedecisionssolelyonwhatyourcompetitorsarecharging.② _________Theoverallproductcostcontainsproductcosts,shippingfees,labor,andmore.③__________It’snecessaryforyoutodecidetheprofityouneedtoearnonthatproductwhenpricingtheproduct.④ __________Onceyousetyourproductpricescientifically,thereisnoneedtoinvestigatecompetitorpricing.⑤ _________ Itpaystotakemanyfactorsintoconsiderationwhendecidingthepriceofyourproducts.FTTFTPart2ProductPricingExercises:(2)Fillineachblankwiththecorrectformofthegivenword.①Aftercomparinghispricetoothers,hemadesome________________.(adjust)②Theaddedvalueofyourproductmayarousethecustomers’_________________.(motivate)③Heisourmajor_________________inCBEC.(compete)④__________________,it’sratherdifficulttopriceaproduct,butyoucanfindthesolutionifyoutry.(admit)⑤Itisnecessarytoconductan __________________intotheproductandtheindustryfirst.(investigate)adjustmentscompetitormotivationAdmittedlyinvestigationPart2ProductPricingExercises:(3)Translatethefollowingsentencesbyusingtheprovidedexpressions.①你的电子商铺一个月的净利润是多少？（netprofit）____________________________________________________________________________②最终，她的卖价不少于150美元。（nolessthan）____________________________________________________________________________③就质量而言，这两个产品差别很大。（asfarassth.isconcerned）____________________________________________________________________________Whatisthemonthlynetprofitofyoure-shop?Finally,shesolditfornotlessthan$150.Asfarasthequalityisconcerned,thetwoproductsareverydifferent.Part2ProductPricingExercises:(3)Translatethefollowingsentencesbyusingtheprovidedexpressions.④我们可以通过把这个品牌推向其他领域而创造出巨大的附加价值。（addedvalue）____________________________________________________________________________⑤为了实现你的目标，你需要投入更多的时间和精力。（meetone’sgoal）____________________________________________________________________________Wecancreatesignificantaddedvaluebypushingthebrandintootherareas.Part2ProductPricingTomeetyourgoal,youneedtoputmoretimeandenergyintoit.3ForbiddenandRestrictedProductsWarming-upDoaresearchabouttherestrictedorprohibiteditemsonShopeewithyourpartnerandtrytolistsomeofthemalcohol酒wildanimalproducts野生动物制品weapons武器tobacco香烟prohibitedfood禁售食品booty赃物stock股票pills药丸service服务drugs毒品Part3ForbiddenandRestrictedProductsListeningListentothefollowingsentencesandfillintheblanks.Part3ForbiddenandRestrictedProductsListeningListentothefollowingsentencesandfillintheblanks.(1)Prohibitedmeanstheitemis______________________________toenterthecountry.(2)Examplesofprohibiteditemsaredangeroustoys,carsthatdon’tprotecttheiroccupantsinacrash,bushmeat,or__________________substances.(3)Restrictedmeansthatspecial________________________arerequiredfromanagencybeforetheitemisallowedtoenterthecountry.(4)Examplesof_______________________includefirearms,certainfruitsandvegetables,animalproductsandsomeanimals.(5)Allfood,plants,animalsandrelatedproductsmustbe________________,fortheymaycarrydiseasesorinvasivealienspecies.forbiddenbylawillegalrestricteditems

declared

licensesorpermitsPart3ForbiddenandRestrictedProductsSpeakingAandBaretwograduatesplanningtostarttheirownbusinessinCBEC.TheyaretalkingabouttheprohibitedandrestrictedproductsonShopee.Workinpairstoroleplaythisdialogueandpayattentiontotheunderlinedparts.Part3ForbiddenandRestrictedProductsKEYWORDSANDEXPRESSIONS1quiteatask一项艰巨的任务afullycompliantbusinesswithidentifyingname,taxcodeandregistrationnumber一个具有识别名称，税码和注册号的完全合规的企业Thoughweareafullycomplaintbusiness,wecannotsellallgoods.尽管我们是一家完全合规的公司，但我们无法出售所有商品。Howcomesit?怎么了？wedon’thavethepermissionto…我们没有权限去……IsuggestwedoaresearchontheprohibitedandrestrictedproductsonShopeefirst.我建议我们首先在Shopee上对禁售商品进行研究。Part3ForbiddenandRestrictedProductsSpeakingAandBaretwograduatesplanningtostarttheirownbusinessinCBEC.TheyaretalkingabouttheprohibitedandrestrictedproductsonShopee.Workinpairstoroleplaythisdialogueandpayattentiontotheunderlinedparts.A:Oh,it’sreallyquiteatasktostartourownbusiness.Nowwe’reafullycompliantbusinesswithidentifyingname,taxcode,andregistrationnumber.Wecansellgoodsinoure-commercestorenow.B:Wait,wait.Thoughweareafullycomplaintbusiness,wecannotsellallgoods.A:Oh,howcomesit?B:Gettingthosedocumentsmeansweareauthorizedtosellingeneral,butnotthespecificgoods.Youknow,wemaynothavethepermissiontosellsomeproducts.Part3ForbiddenandRestrictedProductsSpeakingA:Whatproducts?B:Forexample,wedon’thavethepermissiontosellproductslikeliquorandmedicineonShopee.Andwhat’smore,wemaybeauthorizedtosellallgoods,butnotgoodsthatareillegal.A:Oh,Iknow,somegoodsareillegaltosell.Forexample,wildanimalproducts.B:Yes,therewouldbeissuesaroundsellinggoodsthatareseemasimmoral.A:Yeah,IsuggestwedoaresearchontheprohibitedandrestrictedproductsonShopeefirst.B:Goodidea!Part3ForbiddenandRestrictedProductsReadingRestrictedProductsonAmazoninU.S.Part3ForbiddenandRestrictedProductsReading:Words:trust/trʌst/v.信任regulation/regjʊˈleɪʃn/n.

规章prescription/prɪˈskrɪpʃn/

n.药方prohibit/prə(ʊ)ˈhɪbɪt/v.

禁止review/rɪˈvjuː/v.

复习，回顾inclusive/ɪnˈkluːsɪv/adj.包括的，包含的violation/vaɪəˈleɪʃn/n.违反corrective/kəˈrektɪv/adj.

矫正的appropriate/əˈprəʊpriət/adj.适当的suspend/səˈspend/v.暂停；延缓terminate/ˈtɜːmɪneɪt/v.

使结束Part3ForbiddenandRestrictedProductsReading:Words:privilege/ˈprɪvəlɪdʒ/n.特权fulfillment/fʊlˈfɪlmənt/n.完成；履行reimbursement/ˌri:ɪmˈbɜ:smənt/n.偿还；赔偿permanent/ˈpɜːm(ə)nənt/adj.永久的withhold/wɪðˈhəʊld/v.保留；抑制penalty/ˈpen(ə)ltɪ/n.罚款innovate/ˈɪnəveɪt/v.创新；改革vendor/ˈvendə(r)/n.卖主Part3ForbiddenandRestrictedProductsReading:Expressions:complywith遵从takeactions采取行动fulfillmentcenters订单履行中心（本文指亚马逊的物流发货中心）Part3ForbiddenandRestrictedProductsKeySentences:ProductsofferedforsaleonAmazonmustcomplywithalllawsandregulationsandwithAmazon’spolicies.在亚马逊上销售的产品必须遵守所有的法律、法规和与亚马逊的政策。IfyousupplyaproductinviolationofthelaworanyofAmazon’spolicies,includingthoselistedontheRestrictedProductspages,Amazonwilltakecorrectiveactions,asappropriat