《跨境電商實(shí)用英語》課件Unit 3-Chapter 2

TitleDescription跨境電商實(shí)用英語Chapter2Unit3Pre-saleServicesofCross-borderE-commerce跨境電商系列教材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

[?kru??l]adj.1NewWordextremelyimportant,becauseitwillaffectotherthings至關(guān)重要的；關(guān)鍵性的e.g.Ⅰ)Winningthiscontractiscrucialtothesuccessofourcompany.贏得這份合同對(duì)我們公司的成敗至關(guān)重要。Ⅱ)Agoodreputationiscrucialtorunninganonlinestore.良好的聲譽(yù)對(duì)經(jīng)營一家線上商店非常關(guān)鍵返回keyword

[?ki:w?:d]n.01NewWord2awordorphrasethatyoutypeonacomputerkeyboardtogiveaninstructionortosearchforinformationaboutsth.關(guān)鍵詞；關(guān)鍵字（用于指令或檢索）e.g.Ⅰ)Youcansearchforwhatyouwanttobuywiththekeyword.您可以使用關(guān)鍵詞搜索尋找您想購買的產(chǎn)品。Ⅱ)IwouldenterthiskeywordinGoogle.我想在谷歌輸入這個(gè)關(guān)鍵詞。返回maximize

[?m?ks?ma?z]v.NewWord3toincreasesthasmuchaspossible使增加到最大限度e.g.Ⅰ)Inordertomaximizeprofitthefirmwouldseektomaximizeoutput.為了獲得最大利潤，這家公司會(huì)把產(chǎn)量增至最大。Ⅱ)Itiswisetobuyatdealerpricessoyoucanmaximizeyourprofitsifyouresell.明智的做法是以批發(fā)價(jià)購進(jìn)，這樣可以在轉(zhuǎn)賣時(shí)獲得最大的利潤。返回exposure

[?k?sp????(r)]n.NewWord4

theattentionthatsomeoneorsomethinggetsfromnewspaper,television,etc.曝光；曝光量e.g.Ⅰ)Productexposurereferstohowmanytimesyourproducthasbeenseenbythecustomers.產(chǎn)品曝光量是指你的產(chǎn)品被客戶看到的次數(shù)。Ⅱ)Highproductexposuredoesn’tnecessarilymeansmoreorders.高產(chǎn)品曝光量并不一定意味著更多的訂單。返回stimulate

[?st?mjule?t]v.5NewWordtomakesthdeveloporbecomemoreactive;toencouragesth促進(jìn)；激發(fā)；激勵(lì)e.g.Ⅰ)Thebeautifulpicturesoftheproductstimulatesbuyers’desiretobuy.產(chǎn)品精美的圖片激發(fā)了顧客的購買欲望。Ⅱ)Theexhibitionstimulatespeople’sinterestinhispaintings.這次展覽激發(fā)了大眾對(duì)他的畫作的興趣。返回accurate

[??kj?r?t]adj.01NewWord6confirmingexactlyoralmostexactlytofactortoastandardorperformingwithtotalaccuracy準(zhǔn)確的；精準(zhǔn)的e.g.I）SomepeoplebelievethattheprintmediaaremoreaccurateandmorereliablethantelevisionandtheInternet.一些人相信印刷媒體比電視和網(wǎng)絡(luò)更準(zhǔn)確、更可靠。II)Youhavetomakesuretheproductdescriptionisaccurate,oryoumightreceivedisputesfrombuyers.你必須確保產(chǎn)品描述是準(zhǔn)確的，否則的話可能會(huì)收到來自買家的糾紛。返回attribute

[??tr?bju:t]n.NewWord7aqualityorfeatureofsb/sth屬性；性質(zhì)；特征e.g.I)Majorproductattributesincludecolor,size,material,etc.產(chǎn)品屬性主要包括顏色，尺寸，材質(zhì)等。II)Patienceisanattributeofagoodteacher.耐心是一位好老師應(yīng)有的品質(zhì)。返回flow

[fl??]n.NewWord8thecontinuousproductionofsupplyofsth流量e.g.I)OneBeltandOneRoadencouragesthefreeflowofinformationamongthemembercountries.“一帶一路”鼓勵(lì)成員國之間信息的自由流動(dòng)。II)Popularkeywordsbringmoreflowtoouronlinestore.流行的關(guān)鍵詞能為我們的在線店鋪帶來更大的流量。返回conscientious

[?k?n?i?en??s]adj.9NewWordtakingcaretodothingscarefullyandcorrectly認(rèn)真的；盡責(zé)的；小心謹(jǐn)慎的e.g.I)Sheisveryconscientiousandneverskimpsherwork.她做事認(rèn)真，從不敷衍了事。II)Moststudentsatourschoolareconscientious.我們學(xué)校大部分的學(xué)生都很勤奮。返回template

[?temple?t]n.01NewWord10athingthatisusedasamodelforproducingothersimilarexamples

模板；樣板；范例e.g.I)Hereisatemplateforinterviewquestions.這是采訪問題的一個(gè)模板。II)Aphonebooktemplateisnormallyincludedinanewcellphone.新手機(jī)中通常包含一個(gè)電話簿樣板。返回accordingly

[??k?:d??li]adv.NewWord11inawaythatisappropriatetowhathasbeendoneorsaidinaparticularsituation相應(yīng)地e.g.I)Wehavetofindouthisplansandactaccordingly.我們必須找出他的計(jì)劃，并照著辦。II)Astheeconomydevelops,thepurchasingpowerofthepeoplehasbeenimprovedaccordingly.隨著經(jīng)濟(jì)的發(fā)展，人民的購買力也隨之提高了。返回coherent

[k???h??r?nt]adj.NewWord12logicalandwellorganized;easytounderstandandclear有條理的；清楚易懂的e.g.I)Goodinterpretationshouldbecoherentandintelligible.好的翻譯應(yīng)該是通順易懂的。II)Thepresidentwassocalmandcoherentwhenheansweredquestionsintheinterviewlastnight.總統(tǒng)在昨晚的訪談中回答問題時(shí)表現(xiàn)得鎮(zhèn)定、條理清楚。返回Phrases&Expressionsrelease

products發(fā)布產(chǎn)品01P&Ee.g.I)Marketresearchhelpsustodeterminethebesttimetoreleaseproducts.市場(chǎng)調(diào)研幫助我們確定發(fā)布產(chǎn)品的最佳時(shí)機(jī)。II)Wehavetoinvestmoremoneyinordertoreleaseproductstothemarketassoonaspossible.為了將產(chǎn)品盡快投入市場(chǎng)，我們必須投入更多資金。Phrases&Expressions01P&E02consist

of由……組成；由……構(gòu)成；包括e.g.I)Ahealthydietshouldconsistofwholefoods.健康的飲食應(yīng)由全天然的食品構(gòu)成。II)MostfamiliesinChinaconsistoffather,motherandonlyonechild.中國大部分家庭只包括爸爸、媽媽和一個(gè)孩子。Phrases&ExpressionsP&E03plus

size大尺碼；加大碼e.g.I)Thepopularityofplussizemodelstellsusthatthetraditionalidealsofbeautyarebeingchallengednow.大碼模特的流行告訴我們傳統(tǒng)審美觀念正在被挑戰(zhàn)。II)PlussizeclothessellwellonAliExpressandotherCross-borderE-commerceplatforms.大尺碼服裝在速賣通和其他跨境電商平臺(tái)上很暢銷。Phrases&ExpressionsP&E04e.g.I)WarehousemarketssuchasCostcoandSam’sallowmemberstobuygoodsatwholesaleprices.倉儲(chǔ)式超市，如好市多和山姆店，允許會(huì)員以批發(fā)價(jià)購買商品。II)IfyoubuyinquantitiesonDHGate,youcangetwholesaleprices.如果你在敦煌網(wǎng)上批量采購，你將得到批發(fā)價(jià)。whole

sale批發(fā)Phrases&Expressionsa

variety

of種種；多種的。05P&Ee.g.I)Buyersplaceordersforavarietyofreasons.買家會(huì)由于種種原因下訂單。II)Hangzhouoffersavarietyofattractions.杭州有種種引人入勝之處。Phrases&Expressions01P&E06a

series

of一系列；一連串e.g.I)Thestudentsattendedthelectureaskedaseriesofquestions.參加講座的同學(xué)提出了一系列的問題。II)Wepreparedaseriesofpromotionactivitiesforthe“doubleeleven”.為了迎接雙十一，我們準(zhǔn)備了一系列的促銷活動(dòng)。Phrases&ExpressionsP&E07up

to一直到；多達(dá)e.g.I)Thewatercameuptohischest.水一直淹到了他的胸部。II)Thetaxescameuptoahugesum.各種稅加起來是一筆巨款。Phrases&ExpressionsP&E08e.g.I)Wecanusesomedataanalysistoolstohelpusunderstandtheperformanceofourstore.我們可以通過一些數(shù)據(jù)分析工具來更好地分析店鋪的運(yùn)營情況。II)Somedataanalysistoolscanhelpusfindpopularandhotkeywords.一些數(shù)據(jù)分析工具能幫助我們找到流行和熱搜的關(guān)鍵詞。data

analysis數(shù)據(jù)分析Phrases&Expressionspile

up堆砌；堆積09P&Ee.g.I)Pilingupkeywordssynonymouskeywordsintheproducttitleisaviolationoftherulesofmostcross-bordere-commerceplatforms.堆砌同義關(guān)鍵詞違反大部分跨境電商平臺(tái)的平臺(tái)規(guī)則。II)Problemswillpileupduringwork.工作中的問題會(huì)越積越多。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.請(qǐng)根據(jù)模板填寫表格。(template)________________________________