跨境电子商务双语教程 第3章跨境电商产品发布与管理

Teacher教师：XXX跨境电子商务双语教程BilingualCourseofCross-BorderE-CommerceTeacher教师：XXX3.跨境电商产品发布与管理3.PostingandManagementofCross-BorderE-CommerceProducts跨境电子商务双语教程BilingualCourseofCross-BorderE-Commerce目录CONTENTSProductPostingRulesofAliExpressPlatform速卖通平台产品发布规则3.1RulesofLaunchingProductsonAmazonPlatform亚马逊平台产品发布规则3.2ProductReleaseRulesofOtherPlatforms其他平台产品发布规则3.33.跨境电商产品发布与管理3.PostingandManagementofCross-BorderE-CommerceProductsBasedondataanalysisandtheteam’sresourceadvantages,shechoosestheofflineprofessionalmarketor1688platformtobuyclothes,shoesandothergoods,andthensellsthemoverseasthroughAliExpress,Amazon,eBay,Shopeeandotherplatforms.Inordertoselltheproductsquickly,shepreparestodownloadthepicturesofsimilarproductsfromotheronlineshopsdirectly,andthenpostsontheseplatforms.Isherbehaviorappropriate?Arerequirementsforproductsondifferentplatformsthesame?.Lead-inCasePostingandManagementofCross-BorderE-CommerceProducts3.XiaoWei’sProblem:Objectivesofknowledge知识目标PostingandManagementofCross-BorderE-CommerceProducts3.Learningobjectives学习目标Tomastertherequirementsofpricing,titleanddetailpagesofproductsondifferentplatforms.TomasterthepicturerequirementsofmainandauxiliarydrawingsofproductsondifferentplatformsTomastertheproductlistingrulesofAliExpressandAmazon..TomastertherelevantcomplaintmechanismofAliExpressandAmazon..PostingandManagementofCross-BorderE-CommerceProducts3.Toobeytherulesofeachplatformandselectthecompliantproductswithmarketpotential.Tocompletetheproductimageprocessingofcross-borderE-commerceplatformsasrequired.TowritethetitleanddetailpagesofAliExpressandAmazonasrequired.Toappealaccordingtotheplatformrulesaftersufferingunreasonablepunishment.Objectivesofskills技能目标Learningobjectives学习目标PostingandManagementofCross-BorderE-CommerceProducts3.Tohaveadiligent,patient,earnestanddown-to-earthworkstyle.Tohavethelaw-abidingawarenesstoobeybytherulesofproductlistingoncross-borderE-commerceplatforms.Tohavealastinginterestinlearningnewknowledgeandskillsandtheabilitytochange..Objectivesofqualities素质目标Learningobjectives学习目标Tohavetheprofessionalethicsofdedication,honesty,customerfirst,fairnessandjustice.

3.1ProductPostingRulesofAliExpressPlatform速卖通平台产品发布规则PricingStrategy,TitleandPageofDetailsforProductsonAliExpressPlatform3.1.1PhotoProcessingforProductsonAliExpressPlatform3.1.2PenaltiesforViolationsofShopsonAliExpressPlatform3.1.3MechanismofAppealingforShopsonAliExpressPlatform3.1.41．ProductpricingstrategyShopsonAliExpressplatformcaninvestigatesimilarproductsonlineandoffline,studythesalespricesofhomogeneousproductsandthesellersinthesameindustry,soastoprovidereferencetotheirownpricing.Whenthesellersetsthepricefortheproduct,heorsheneedstoconsiderfactorssuchasthepurchaseprice,domesticfreight,internationalfreight,customsdeclarationfee,profit,platformcommission,marketingactivitydiscount,unioncommissionwithdrawalhandlingfee,overseaswarehousecost,etc.3.1.1PricingStrategy,TitleandPageofDetailsforProductsonAliExpressPlatformProductPostingRulesofAliExpressPlatform3.1Productprice=cost/exchangerate×(1+costprofitmargin)/(1-variousactivitiesexpenserate)=(purchasingprice+domesticfreight+internationalfreight+customsdeclarationfee)/exchangerate×(1+costprofitmargin)/(1-platformrate)/(1-activitydiscountrate)=[purchasingprice+domesticfreight+(weight×internationalfreightunitprice×discount)+customsdeclarationfee]/foreignexchangebuyingrate×(1+costprofitmargin)/(1-platformrate)/(1-activitydiscountrate)2．ProducttitleProducttitleisanimportantwaytoattractbuyerstoenterandopentheproductdetailspageandshop.Thetitleismainlycomposedofcorewords,attributewordsandwordstoattractflows.3．DetailpageDetailpageofproductsisanimportantcontentforsellerstohighlighttheirproduct’scharacteristics.Thefirstpictureonthedetailpageshouldbetheshop’sbrandorproductposter;thentheassociatedpictureoftherelevantproductorthemarketingposter.3.1.1PricingStrategy,TitleandPageofDetailsforProductsonAliExpressPlatformProductPostingRulesofAliExpressPlatform3.1Thefirstmainimageisthekeytoattractingconsumerstosearch,clicktothedetailpageafterbrowsing,anditisalsoanimportantentryfortrafficflow.First,thepictureshouldbesimpleandclear,andthemainbodyoftheproductshouldbehighlighted.Second,youshouldcontrolthefilesizeofthepicture.3.1.2PhotoProcessingforProductsonAliExpressPlatformProductPostingRulesofAliExpressPlatform3.1Source:/p/rank/detail.html?spm=a2700.8293689.2020belt.dtopRankingProduct.2ce267afsUp3KZ&wx_navbar_transparent=true&path=/p/rank/detail.html&ncms_spm=a27aq.rank_detail&prefetchKey=marchexpo&cardType=101001155&cardId=10001188815&topOfferIds=1600392116682&templateBusinessCode=rank-most-popular&tracelog=BELT_topRankingProduct

Inordertoprotectthelegitimaterightsandtheinterestsofconsumers,businessoperatorsorAliExpress,theplatformclassifiesviolationsintofoursetsofdeductionsystemsaccordingtothenatureofviolations:intellectualpropertyprohibitionandsaleviolations,transactionviolationsandothers,violationsofcommodityinformationquality,andseriousviolationsofintellectualpropertyrights.Thefoursetsofcreditintegralsarededucted,accumulatedandpunishedseparately.3.1.3PenaltiesforViolationsofShopsonAliExpressPlatformProductPostingRulesofAliExpressPlatform3.1Source:

WhenashopispunishedbytheAliExpressplatformforviolation,butnoviolationactuallyoccurs,theshopcanappealtotheplatform.ThemostimportantthinginAliExpressappealsprocessisevidence,whichcanprovethattheshophasnoevidenceofviolation.Generally,within3workingdays,theshopshouldsendthecompletedprotestmaterialstothespecifiedmailbox,orfillinanduploadthesupportingmaterialsaccordingtothespecificrequirementsinthecomplaintlink.Theshopmustensuretheaccuracyoftherelevantinformationandevidencefilledin.Onecomplaintinformationcorrespondstooneviolationpunishment.1．Appealforstealingimage2．Appealforaccountclosure

3．Complaintsofrelevantshops

3.1.4MechanismofAppealingforShopsonAliExpressPlatformProductPostingRulesofAliExpressPlatform3.1

3.2RulesofLaunchingProductsonAmazonPlatform亚马逊平台产品发布规则Titleand“FiveBulletinPoints”ofProductsonAmazonPlatform3.2.1ImageProcessingofProductsonAmazonPlatform3.2.2PunishmentforShopViolationsonAmazonPlatform3.2.3WritingE-mailofComplaintonAmazonPlatform3.2.43.2.1Titleand“FiveBulletinPoints”ofProductsonAmazonPlatformRulesofLaunchingProductsonAmazonPlatform3.21．RequirementsofproducttitleThetitleoftheAmazonplatformiscomposedofthefollowingfactors:Brand+Model+Keywords+ScopeofApplication+ProductFeatures.2．FivebulletinpointsThefive-pointdescriptioncanbetheproductspecifications,packaging,functions,features,uses,advantages,materials,appearance,designstructure,additionalfunctions,howtouse,after-salesguarantee,etc.3.2.2ImageProcessingofProductsonAmazonPlatformRulesofLaunchingProductsonAmazonPlatform3.21．Requirementsofmainimage(1)RequirementofpixelThelongestsidemustbeatleast1,000pixels.Theshortestside(relativewidthorheight)ofthepicturecannotbelessthan500pixels.(2)RequirementofimageformatYoucanuseJPEG,TIFF,andGIF.ItisrecommendedtousetheJPEGformat.Imagesinthisformatcanbeuploadedfaster.(3)RequirementofbackgroundcolorThebackgroundoftheimageonAmazonmustbepurewhite.Thedefinitionofapurewhitebackgroundis:three-colorchannelsofRGB,R:255,G:255,B:255.(4)Otherrequirements

3.2.2ImageProcessingofProductsonAmazonPlatformRulesofLaunchingProductsonAmazonPlatform3.22．Requirementsofauxiliaryimage

Thesizeoftheauxiliaryimageisrecommendedtobeconsistentwiththemainimage.Auxiliarypicturescanshowdetails,othersidesormatchingpictures,etc.Theauxiliaryimageshouldshowadifferentsideoftheproduct,thedisplayoftheproductuse,orsupplementtheproductfeaturesthatarenothighlightedinthemainimage,andthesellercanaddupto8auxiliaryimagesintheAmazonproductlisting.

3.2.3PunishmentforShopViolationsonAmazonPlatformRulesofLaunchingProductsonAmazonPlatform3.2Thesellers’codeofconductonAmazonplatformrequiressellerstoactfairlyandhonestlyonAmazoninordertoensureasafebuyingandsellingexperience.Allsellersmustfollowtheprinciplesbelow:(1)ProvideaccurateinformationtoAmazonanditscustomersatalltime.(2)ActfairlyandnotmisuseAmazon’sfeaturesorservices.(3)Donotattempttodamageorabuseothersellers,theiritemsorratings.(4)Donotattempttoinfluencecustomers’ratings,feedback,andreviews.(5)Donotsendunsolicitedorinappropriatecommunications.(6)ContactbuyersonlybyBuyer-SellerMessaging.(7)DonotattempttocircumventtheprocessofAmazon.3.2.4WritingE-mailofComplaintonAmazonPlatformRulesofLaunchingProductsonAmazonPlatform3.2IfanAmazonsellerconfirmsthathehasnotviolatedtherulesafterreviewinghisshopoperations,hecanappealtheviolationbyE-mail:(1)AnalyzethereasonbasedonthecontentoftheE-mail.(2)Measurestosolvetheproblem.(3)Howtoavoidproblemsinthefuture.

3.3ProductReleaseRulesofOtherPlatforms其他平台产品发布规则ProductReleaseRulesofeBayPlatform3.3.1ProductReleaseRulesofShopeePlatform3.3.23.3.1ProductReleaseRulesofeBayPlatformProductReleaseRulesofOtherPlatforms3.3OneBayplatform,thereleaseofaproductshall