《跨境電商問題研究（英文版）（論文）》

.IntroductionInthisdigitalera,off-linebusinessisdisplacedbyon-linebusinessdaybyday.EspeciallyinChina,becauseoftheconvenienttransportation,mostofgoodswebuyaremorewillingtobuyfromon-lineshoplikeTaobao，Jindongandsoon.On-lineshoppingisreallyconvenient,wecandoshoppingwheneverwegetfreetimeandatanyplace.Wedon’tneedtogotospecificplace,whichwillspendmuchtime.Besides,wecangetmuchmorechoicesfromon-lineshopthanoff-lineshop,thosearemainreasonsofthesuccessofon-linebusiness.Ine-commence,productsareshowedbypicturesandwordsbutrealstuff.Thatmeansinformationyouoffercatchyourcustomer’seyesandattention.AsSameasdomesticB2Cbusiness,itisalsoacertaintrendthatforeignB2Bbusinesswillbeshiftedfromdoingbusinessthroughforeigntradecompaniestodoingbusinessdirectlywithfactories.Therefore,companiesinChinaalsohavetoflowthistrend.FactoriesinChinahavetomaketheirpageoneBay,Alibaba,Amazon,andsoon.Theinformationgaveinthepageisthefirststeptogetattentionfromcustomersandcustomerswilldecidewhetherthisistheproducttheywantandmovetonextstep,thismeanstheeditingskillsofproductbecomeveryimportant.Thisthesiswillfocusoneditingskillsofproductcopywritingincross-borderecommerce–takingunderwearcategoryfromasanexample.ThethesisofthisstudyistofindoutwhataffectstheeditingskillsinA.WewillusedetaileddatafromAtofindoutgoodeditingskills.Firstofall,theproducttitleisdiscussed.Thedefinitionandfeaturesofproducttitleareanalyzed.Secondly,figureoutwhatismainpictureanddiscusswhatisimportantinmakingamainpicture.Thirdly,detailpage,whichisveryimportantandincludesmuchinformation.Inthispart,realdatainAisusedtofindouttheeditingskillsofthedetailpage.Finally,attheendofthewholepassageisconclusion.2.IntroductionofProductTitleEditingProducttitleonAlibabaisveryimportantforpromotingtransactionrate.Abouttheproducttitle,themostimportantfeatureisthelimitationofnumberofwords.Besidesthelimitationofnumberofwords,wealsohavetothinkaboutourtargetcustomerthendecidewhichwordsweshouldchoosetosetaccordingourtargetcustomer.2.1FeaturesofproducttitleAbouttheproducttitle,wehavetoknowthatitwilldecidewhetherthecustomercansearchyourproduct,soitisthemostimportantparttoeditproductinformationonaforeigntradeplatform.Thatiswhatweshouldkeepinmindandwehavetothinkdeeptoextractonegoodtitlebymanytimes.Toworkoutagoodproducttitle,wehavetoburythemainfactorsinmind.However,whatarethefeatures?Thefirstfeaturewehavetothinkaboutisthewordlimitation,notonlythenumberofthewordsbutalsothewordlimitationaccordingtothe.Besides,anotherfeaturewehavetothinkaboutisourtargetcustomer.Differenttargetcustomerwillsearchdifferentkindofword.Whenwethinkaboutworkingoutthewholeproducttitle,wehavetoSecondly,makesurewhoareyourtargetcustomers,becauseitisimpossibletocatchallcustomers,soyouhavetosettledownwhoisyourtargetcustomer.2.2InformationstructureofproducttitleTheproducttitledoesnotsimplywritethenameoftheproduct.Ifonlyasimpleproductnameisset,thepossibilityofthebuyersearchingfortheproductwillbegreatlyreduced.Forexample,iftheproductisapillowcase,theproducttitlecannotjustwrite"Pil-lowCases",butwritetheproductinformationinasmuchdetailaspossiblesothateachindividualwordcanbesearched.Forexample,atitleof"Red100%cottonQueenSizedPillowCases",customerspassthecolorofthepillowcaseRed(red),material100%cotton(cotton),sizeQueenSized(large),etc.Theproductmaybesearched,andtheproductexposurewillbegreatlyincreased.Foranotherexample,whenwesearched"dresses"onthebuyer'swebpageofAliExpresswebsite(hereinafterreferredtoasAliExpress),thereweremorethan2millionresults.Morethan10,000unitssold,anditsproducttitleis"F&HBrandBluestars20ColorsFashionWomenNewSleevelessFloralsPrintRoundNeckDress2016SummerClothing"(F&Hbrand/bluestars/20colors/fashion/ladies/new/sleeveless/printed/roundCollar/skirt/2016summer)),thetitleinformationisverylarge.Insummary,theproducttitlegenerallyconsistsofthreetypesofinformationwords:"corewords+modifiers+otherwords".2.2.1CorewordsThecorewordsrecognizetheproductcategorykeywordsandanswerthequestion"whatisit?"Takingwomen'sdressesasanexample,clothes/womenclothes/dresses/onepiecedressesetc.allansweredthequestion"what"isthecorewordofthetitle.Someofthesewordsbelongtotheproductcategory(suchasclothes),andsomearetheproductnames(suchasonepiecedresses).CategorykeywordsatthesamelevelsometimeshavedifferentnamesorEnglishtranslations,weallneedtolistthemonebyone.Intheexampleabove,women'sclothingcanbecalledwomenclothesorladiesclothes.Foranotherexample,ZhongshansuitcanbecalledZhongshanSuit,orChineseTunicsuit,orMaoSuit.Thesewordscanbefilledinaslongasthesettingisallowedwhenfillingouttheproducttitle.2.2.2ModifiersInadditiontothecorewords,theproducttitlecanalsoaddmanymodifierstodescribetheproductmoreclearly,answeringthequestion"whatkindofproduct".Forexample,"100%cotton/print-ed/sleeveless"dresses,"black/standcollar"suits(black/standcollar),etc.Wordsinquotescanbecalledmodifiers.Modifiersgenerallycontainproductinformationthatmostaudiencescareabout,suchasthematerial,style,shape,size,color,model,quality,craftsmanship,styleorpopularelement,useorfunction,productcharacteristics,targetgroup,useMode,usetime,useeffect,etc.Whensettingthetitle,youcanchoosemodifiersbasedonthemostfrequentlymodifiedcontentofbuyers'searchandthecharacteristicsoftheproductitself.Forexample,abuyerwhowantstobuyawoman'sdressmayfocusonthematerialofthedress(cotton/cotton,silk/silk),style(roundneck/O-neck,longsleeve/longsleeve,waist/slim),Shape(umbrelladress,drapeddress),size(uptoankle/maxi,skirt/short),color(plain/solidcol-or,printed/printed),quality(highquality),Style(street/street,cute/cutesexy/sexy),use(dance/party,work/officelady),suitablefortheseason(summer/summer),etc.2.2.3OtherwordsInadditiontothecorewordsandmodifiers,youcanalsoconsideraddingsomeotherwordsthataremainlyusedto"eyecatch"intheproducttitle.Forexample,women'sdressbuyersmayalsosearchformailingmethods(suchasfreeshipping),brandorshopnameorbusinessname,sales(suchashotsale/hotsale,promotionordiscount(promotion/discount/50%off,etc.),Salesmethods(wholesale/wholesaleorretail/retail),etc.,orspecialeffectstheywant(maybeyourpersonalitysellingpoint),suchasflaresleeves,cystaldress/beadeddress)Wait.Althoughthesewordsmaynotbethecontentthatmostconsumerscareaboutwhenchoosingaproduct,theyalsohaveacertainaudience,especiallythewordsyousetintheproductaredifferentfromsimilarproducts,andthecustomerhappenstousethiswordwhensearching,Thenyourproductwilllikelywinoutofthemass."Corewords,modifiers,otherwords"canbesortedoutinatabletofacilitatetheselectionandreplacementofwordswhentheproducttitleisset.Theorganizationofthesewordsneedstostandontheperspectiveofcustomerproductsearch,carefullyconsiderthepsychologyofpotentialcustomers,andwritedownthesearchtermstheyaremostlikelytouse.Consideringthatthereisgenerallyawordlimitwhensettingtheproducttitle(suchasAliExpresscansetatitlewithin128characters),weneedtoselectallorpartofthesethreetypesofinformationwordstoformtheproducttitle.Initiallysettitlesneedtobeoptimized.Thetitleoptimizationfirstneedstodetectwhetherthetitlehasmadesomeoftheproblemsappearinginthefollowing,andthenbasedonthesearchrankingperformanceafterupload,usevarioustechniquestooptimizeagaintoimprovetheranking.3.Problemstoavoidwhensettingproducttitle3.1InaccurateinformationwordsAtpresent,domesticsellersmainlyuseEnglishtocompleteproductpageeditingwhensellingproductsonmainstreamcross-bordere-commerceplatforms(suchasAmazon,Ebay,Aliex-press,Wish,Dhgate,etc.).Useotherlanguages??less,suchaseditingproductsinJapaneseatAmazonJapan.Regardlessofthelanguage,theforeignlanguageexpressionoftheinformationwords"corewords,modifiers,otherwords"isveryimportant,especiallythecorewordsthatexpress"what"theproductshouldbeasaccurateaspossible,becausebuyerssearchbyproductnameThefrequencyoftheproductisveryhigh,iftheexpressionisnotaccurate,itwillbedifficultforuserstosearch.Takingclothingasanexample,women'sshirtsaregenerallyrepresentedby"blouses"ratherthan"shirts"because"shirts"usuallyrefertomen'sundershirts.Therefore,theexpression"blouses"inthetitleismoreaccurateandeasiertobesearchedbybuyers,while"shirts"onlyconsideraddingthetitleintheformof"womenshirts"whenthenumberofcharactersallows.Similarly,theexpressionofotherinformationwordsshouldbeasaccurateaspossible.Forexample,apieceofclothingwithrhinestonesshoulduse"crys-tal"insteadof"dia-mond";"spreadcollar"and"classiccollar"haveDifference,etc.3.2WordsstackedinthetitleLexicalstuffinginthetitlereferstotheuseofcertainwordsinthetitleoftheproductmultipletimes.Forexample:"ScanLEDLaserLight/LightLaser/StageLight-ing/DiscoLight/LEDLight";alsolike"silkdress/longdress/maxidress/beadeddress"andsoon.Thismayviolatetherulesoftheplatform,becausemostplatformsconsiderthistobeasearchcheatingbehavior,whichwillgivealowersearchrankingpenalty,whichmeansthatithasanegativeimpactonproductrankings;ontheotherhanditalsotakesupLimitedtitlecharacters,whichnecessitatesdiscardingotherinformationwordsthatmaybemoreuseful.Therefore,suchsituationsneedtobeavoided.Forexample,youcanchange"silkdress/longdress/maxidress/beadeddress"to"silkmaxibeadedlongdress",sothatbuyerssearchfor"silkdress","longdress","maxidress","Beadeddress"andsoonarealsolikelytofindthisproduct.3.3BlindimitationAtpresent,cross-bordere-commercesellershavedifferentforeignlanguageabilities,andthetitlesettingissometimesinadequate.SomeofthemusetoolssuchasBaiduTranslatetocompletethetranslation,andtheaforementionedforeignlanguageexpressionmaybeinaccurate;othersmaycleverlyimitatethemselves,orevendirectlymisappropriatesearchtitles.Blindimitationdoesnotnecessarilyleadtothesamegoodtraffic.Firstofall,ifitisanewstore,withoutthesalessupport,thehotwordswithhighsimilarityratewillnothelptheproductappearearlier.Second,ifthetargetmarketoftheproductisdifferent,thesamewordwillbringdifferentresults.Forexample,Americanbuyersareusedtosearchingforcleansingbrusheswesellusing"facialcleansing,cleansingbrush,fa-cialcleansingbrush,"andsoon.Butbuyersinotherregionsmayusedifferentwordswhensearchingforsimilarproducts.I’musedtosearchingwith“facebrush”,whichmeansthatthetitlesettingshouldmatchthesearchhabitsofourtargetmarketbuyers,notblindlyimitatingothers.3.4MismatchedtitlesTherearetwomaincaseswherethetitledoesnotmatchtheproduct:First,theselleraddswordsthatdonotmatchtheproducttothetitleforthepurposeofdiversion,forexample,theproductisclearly"onepiecedress"(dress),but"miniskirt"(Miniskirts)andevenaddedthenamesofsomewell-knownbrandstoincreasetraffic;thesecondisthatthetitledoesnotmatchtheattributeselectionorpagedetailsdescriptioninformationwhentheproductisuploaded,forexample,thetitlereads"plasticsheets",Buttheproductdetailsdescribeplasticpipesorotherlessrelevantproducts.Mostsellersdothisfordrainage,butsuchdrainageisoftenineffective.Becauseabuyerwhowantstobuyaminiskirt,whenyouclickintoyourproduct,youseeadress;youclearlyseethatyourtitlehasaplasticplate,butthedetailsdescribeacompletelyunrelatedproduct.Underthesecircumstances,buyerscanimaginethepossibilityofbuying,andtheyevenhateyourwrongsetting.Atthesametime,thismayalsoviolatetherulesoftheplatformandwillbeforcedtoberemovedfromtheplatform.3.5Unnecessarynon-drainingwordsSomesellersaddwordssuchas"to,the,and"tothetitletocomplywithgrammaticalhabits.Thesewordshavenoeffectonsearchrankings,butoccupyalimitednumberoftitlecharacters.Ifthereisnospecialpurpose,youcanconsiderdeletingthem.Forexample,apieceofclothingsuitableforspringandautumncaninclude"springandautumn"inthetitle,butifitischangedto"springautumn"or"Spring&Autumn",itisevenbetter,because"and"isawordthathaslittleeffectonsearchanddrainage.,Ifyouremoveit,youcansave4charactersforothermoreusefulwords.3.6SettingsthatdonotconformtoplatformrulesCross-bordere-commerceplatformshavetheirownrules,andthetitlesettingmustbecarefulnottoviolateitsrules.Forexample,cross-borderplatformsgenerallyhaverulessuchas"nopiled-upwords,infringingwords,andnoabuseofbrandwords",andsomeoftherulesarementionedintheforegoingcontentofthearticle.Inaddition,someplatformsalsostipulatethatthetitlecannotcontaincharacterssuchas"!,*,$,?",AndincorrectEnglishspellingcannotbeused.Atthesametime,itshouldalsobenotedthatifthesellersellsproductsonseveralcross-borderplatformsatthesametime,itisparticularlynecessarytopayattentiontothedifferencesinrulesbetweentheplatforms.Asmentionedinthetitleabove,youcanconsiderputtinglogisticsinformationsuchas“Freeshipping”intothetitleThisisallowedontheAliExpressplatform,butAmazonstipulatesthatlogisticsinformationsuchas"DHL,Freeshipping"isnotallowed.Foranotherexample,theorderofsomeplatforminformationwordshasanimpactonsearchrankings,andsomearenot.4.Copywritingtipsofproducttitle4.1ContentofproducttitleAliExpressproducttitlesusuallyconsistofthefollowing:brandwords+keywords+attributewords+trafficwords,whichvaryaccordingtothecharacteristicsoftheproduct.Forexample,takeabackpackasanexample.Afterenteringbackpackinthesearchboxonthebuyer'spage,thisproductisrankedfirstaccordingtoorders,andthebest-sellingproductinbackpack.MARKRYDENMultifunc-tionUSBChargingMen15inchLaptopBackpacksforTeen-agerFashionMaleMochilaLeisureTravelBackpackAntiThief(brandMARKRYDEN,multi-function,USBcharginginterface,15-inchteencomputerbag,stylishmen'sbackpack,leisuretravelbackpack,anti-theft).Thistitlecontainsalotofinformationabouttheproduct'sbrand,size,use,applicableobject,characteristics,etc.Brandword:MARKRYDEN,therearethreekeywords:Lap-topBackpacksforTeenager,MaleMochila,BackpackAntiThief,othersareattributewordsAndtrafficwords.Inthistitle,firstofall,theinformationthatbuyersaremostconcernedaboutisverycomprehensiveandclear,andthekeywordsarethreeandnotrepeated,whichnotonlymeetsthesearchrankingrulesoftheAliExpressplatformbutalsodescribesthecharacteristicsofthisbackpackfromdifferentaspects,Greatlyincreasingtheexposure.Let'slookatanotherexample.AhotsaleofAliExpresswomen'sbags,HOTSALE2018WomenMessengerBagsFashionMiniBagWithDeerToyShellShapeBagWomenShoulderBagsHandbag(Hot,2018New,Women'sMessengerBags,FashionBags,FawnDecoration,shellbag,ladiesshoulderbaghandbag),thistitlecontainsproductpromotioninformation,year,style,size,decorativefeatures,bagtype,useandotherinformation,verycomprehensive,thekeywordsareMessengerBags,MiniBag,ShellShapeBag,ShoulderBags,Handbagarecomprehensive,sothechanceofbeingsearchedbythebuyerisgreat;Promotionalword:HOTSALE2018,remindingthebuyerthatitisthebest-selling2018newtype;Trafficword:DeerToy,combinedwithproductpictures,infactIsshowingChristmaselements;attributewords:Fashion,Women.Therefore,thistitleisalsorelativelyhighquality.Apoorly-sellingproduct,titledChestBagCasualShoulderBagforMen(chestbag,men'scasualshoulderbag),theinformationistoosimple,itonlycoverstheapplicablepopulationandname,whichisnotconducivetoexposure,andthekeyinthetitleToofewwordsarelikelytocausebuyerstofailtosearch.Accordingtotheproductspecificinformation,thetitlesareorganizedasfollows:NewSlingBagChestBagPortableCrossbodyBagsforMenMessengerUSBChargeWaterproofNylonCasualShoulderBagsBirthdayGift.Newrepresentsthenew2018;SlingBag,ChestBag,CrossbodyBags,ShoulderBagsarefourkeywords.Theaddedkeywordsaremoreinlinewiththesearchhabitsofbuyers.Atthesametime,thepurposeofthisbag,thehangingbag,Chestbag,crossbodybag,shoulderbag;Portable,USBCharge,Waterproof,Ny-lon,Casual,BirthdayGift,whichexplainstheprominentfeaturesandmaterialsofthisbag,etc.,lightweight,USBcharginginterface,waterproof,casual,andAsabirthdaygift,thesewordscanbeclassifiedasattributewordsandtrafficwords,whichfullyreflectthecharacteristicsoftheproductandgreatlyincreasetheamountofinformationgiventobuyers.Tosummarizetheabovecontent,payattentiontothefollowingissueswhenwritingthecontentoftheproducttitle:(1)Theproducttitleshouldbeadjustedflexiblyaccordingtothecharacteristicsoftheproduct.Amongthem,thedefinitionofkeywordsisveryimportant.Besuretofindthebuyer'ssearchtermsfromdifferentchannelsandmatchthemaccurately.Forthenameofaproduct,differentpeopleindifferentcountriesareusedtocalldifferentnames.Atthesametime,youcanusetheattributeword+keywordsmethodtodefinekeywords,suchasLaptopBackpacksforTeenager,BackpackAntiThief;Forbrandwords,ifitisawell-knownbrand,itcanbeplacedinfrontofthetitle.Ifitisasmallbrandoranunknownbrand,rightOrderconversionisnothelpfulandcanbeplacedlater.(2)Theproducttitlemustbeaccurate,complete,andconcise,andincludetheattributesthatbuyersaremostconcernedabout,highlightingthesellingpointsoftheproduct.4.2ArrangementofproducttitleRegardingthearrangementofproducttitles,accordingtocontinuousexploration,thefollowingrulesaresummarized:(1)ThelengthoftheproducttitlespecifiedbyAliExpressis128characters,itisbettertofillup,andmakefulluseoflimitedcharacterstodisplaytheproduct;(2)CorekeywordsBesuretoputitinfrontofthetitleandtrytoappearwithinthefirst45characters.First,thisisthenumberoftitlecharactersthatcanappearwhenaproductissearchedbyamobilebuyer.Withinthese45characters,thesellerneedstoshowthemostprominentfeaturesoftheproductasmuchaspossibletoattractbuyerstoclick.Second,thesamekeywordsappearindifferentpositionswithdifferentsearchweights,soinordertoimprovetheranking,thefirst45charactersmustalsoincludethesubjectandcorekeywords.Third,thesamekeywordmayappeartwice,butitisbestnottoexceedthreetimes,otherwiseitwillcauseahiddendemotionofproductrankings,anditwillalsowastepreciouscharacters.Fourth,specialsymbolsshouldnotappear,suchascolons,doublequotes,brackets,etc.Wordsareseparatedbyspaces,sothatwordsandwordscanbecombinedwitheachother,butaddingspecialsymbols,wordandwordcombinationscannotbesearched.Forexample:FashionWomenBackpackPULeatherBackpacksforTeenageGirlsHighQualityFemaleSchoolShoulderBagBagpackMochila13colors,(1)first127characters,basicallyfilled;(2)FashionWomenBackpackPULeatherBackpacksarethefirst43characters,thekeyappearsThewordsWomenBackpack,PULeatherBackpacksforTeenageGirls,andtheattributewordFashionwillshowtheapplicablepeople,style,material,andonebyoneoftheproduct.Notonlycanitcatchtheeye,butitisalsoveryhelpfulforsearchrankings.Here,thebackpackEnglishsingularBackpackandpluralBackpacksareconsidereddifferentwordsbyAliExpress,sothesingularandpluralherecanberegardedasdifferentkeywords.(3)Therearefivekeywordsappearinginthistitle:WomenBackpack,PULeatherBackpacksforTeen-ageGirls,SchoolShoulderBag,Bagpack,Mochila.Althoughtheyalldescribethesameproduct,theyarenotrepeated,andtheyaregreatlyincreased.Withtheamountofinformation,itcanbeseenthatthesellerhasreallychosenthewordscarefully.4.3FeaturedkeywordsforproducttitleThekeywordsappearingintheproducttitledirectlyaffectthebuyer'ssearchresults.Keywordsthatmatchthebuyer'ssearchneedsandhabitswillgreatlyimprovetherankingandexposureoftheproduct.AsanAliExpressseller,youmustusedifferentwordselectionmethodsandusedifferentwordselectiontoolstoconductkeywordcollection,organizeandaccuratelyname.4.3.1DataaspectDataLatitudeisapowerfuldataanalysistoolprovidedbyAliExpress.Thesellerentersthe"searchwordanalysis"moduleinthedataaspect,andcanselecttheindustry,countryandtimetoviewthebuyersearchtermscorrespondingtotheproduct.Forexample,takingthebackpackasanexample,thesellerchoosestheindustry"bagsandbackpacks",thecountrychooses"global",andthecountrycanalsobetargeted.Forexample,Russiahasthelast7daysand30days,usually30days.Moreobservable.Thesearchresultsshowonlythefirst5keywords,whichareRussian,EnglishandSpanish,translatedintoEnglish.Threekeywordscanbecollected,namelybackpack,women'sbackpack,andbackpackmen.So,accordingtothisidea,Thesearchtermsofbackpackcanbesortedandanalyzedonebyone.Itshouldbecomprehensive,butnotstacked,anditcanalsobeusedasareferenceforselection.Atthesametime,inthe"SearchWordAnalysis"module,fornovicesellers,wemustpayattentiontothe"competitionindex"indicator.Novicesellersrecommendusingsearchtermswitharelativelylowcompetitionindexaskeywords,becausethehigherthevalue,themoreintensethecompetition,andviceversa.Thehighcompetitionindexindicatesthatmanysellerschoosethiswordasthekeyword.Ifnovicesalsochoosethisword,therewillbenoadvantage.Therankingwillinevitablybelower.Theproductcannotbesearchedbythebuyer.Withoutexposure,therewillnaturallybenotraffic.Withorder.4.3.2ThroughtrainExpresstrainisanexclusivepromotionservicelaunchedbyAliExpresstopromotethesellersoftheplatformtoreachatransaction.Sellerscangethigh-qualitypromotionpositionsontheplatformthroughpay-per-click,getmoreexposureopportunitiesandricherbuyerresources,sothatbuyerscanmoredirectlyandmulti-channelaccesstotheproductandseizetheopportunity.Thespecificoperationisasfollows:Entertheseller'sbackground,click"ManageExpress",entertheExpressinterface,click"KeywordTool"under"OptimizationTools",youcansearchkeywordsaccordingtotheplanandindustryandwholestoresearch,suchas:Searchthroughtheentirestoretofindwords,thesellercanchoosesome"hightraffic,highorders,smallsecondrecommendation"andotherhighsearchterms.Askeywords,asanoviceseller,youmustalsopayattentiontothecompetitionindexandtheaveragemarketprice.Itisrecommendedtochoosesomekeywordswithlowcompetitionandslightlyloweraveragemarketpricetobidforranking,sothatthecompetitionislessandmoresuitablefornovicesellers.4.3.3SearchBoxEnterthebuyerpage,enter"backpack"inthesearchboxtodisplaythedrop-downmenu,herearesomekeywordswithveryhighsearchinterest;orenter"backpack"inthesearchbox,clickthesearchbutton,andbelowthesearchboxRelatedSearchesthatappeararerelatedkeywords.Atthesametime,amongthe“backpack”productssearchedout,SortbyBestMatch,Orders,Newest,etc.Nametherowheadersandcarefullyanalyzethesummary.4.3.4Off-sitewordselectionThetoolsandmethodslistedaboveareprovidedontheAliExpressplatformsite,andthesitealsohasmassiveresourcesforsellerstochoosewords.Thecommonlyusedmethodsare:(1)Collectkeywordsonotherplatforms,suchasAmazon,eBay,etc.,andlearnfromthenamingmethodsofhot-sellingproductsontheseplatforms.(2)Frequentlyusedtools:suchasGoogleAdword,KeywordTracker,KeywordDiscovery,Key-wordSpy,etc.,whicharenotrepeatedhereonebyone.4.4OptimizationtoolofproducttitleIntheeraofbigdata,itisimportanttobegoodatusingdataanalysistools.TheAliExpressplatformhasmanythird-partypartnersthatprovidesomeverygoodtitleoptimizationtools,whichcanreducelaborcoststoacertainextent,andcomplywithAliExpresssearchrankingrules,helpingsellerstoformulatehigh-qualitytitlesforproducts.Forexample,thecodeassistantsoftwarecanautomaticallyoptimizethebaby'stitleinone-click,withouttheneedformanualwordselection,automaticupdatingofmassivehotwords,andotherfunctions.AsanAliExpressseller,youmustbegoodatusingthesetoolsreasonablytoformulateandoptimizeproducttitles.5.ConclusionInconclusion,ininternationalecommerce,wehavetodesperateallparts:producttitle,mainpicture,detailpages.Allproductiscustomeroriented,madeforspecificcustomerandmarket.Therefore,wheneditingintheecommerceplatform,findoutyourtargetcustomerfirst.Afterfindouttargetcustomer,trytothinkthingsasancustomer,whattheywanttoknow,whatwillmakethemwanttoleave,whatcanpersuadethemtoplaceorderLastbutnotleast,makeallinformationinarightorderwhichcanattractthemtoknowmoreabouttheproduct.Inrecentyears,Chinesee-commercedevelopsrapidly