跨境電子商務(wù)雙語(yǔ)教程 試卷B中英文答案

《跨境電子商務(wù)雙語(yǔ)教程》試卷B答案AnswertoKnowledgeTestBof《BilingualCourseofCross-BorderE-Commerce》

題型名詞解釋選擇題判斷題案例分析計(jì)算題綜合任務(wù)ItemTermexplanationMultiplechoiceTrueorFalseCasestudyCalculationComprehensivetask分值202020101515Marks202020101515Termexplanation名詞解釋（4X5=20）（1）ODMODMmeansthecompanydesignsandproducesproductsaccordingtotherequirementsofanothercompany.Itproducesgoodsaccordingtothedelegatingcontract.（2）“FiveBulletinPoints”ofProductsonAmazonPlatformThefive-pointdescriptionofAmazonlistingislocateddirectlybelowthetitle,anditsimportanceissecondonlytotheproducttitle.Itsroleistodeepenthecustomer’simpressionoftheproduct.Thefive-pointdescriptioncanbetheproductspecifications,packaging,functions,features,uses,advantages,materials,appearance,designstructure,additionalfunctions,howtouse,after-salesguarantee,etc.（3）OverseasWarehouseIncross-borderE-commerce,overseaswarehousereferstodomesticcompaniestransportingcargoestotargetmarketcountriesintheformofbulktransportation,establishingwarehousesandstoringcargoeslocally,andthendirectlyconductingsorting,packaginganddistributionfromlocalwarehousestomeettheneedsoflocalsalesorders.（4）1210Thecustomssupervisionmethodcodeis“1210”,thefullnameis“bondedcross-bordertradeE-commerce”,and“bondedE-commerce”forshort.ItisapplicabletodomesticindividualsorE-commerceenterprisesthatimplementcross-bordertransactionsonE-commerceplatformsapprovedbythecustomsandenterandexitE-commerceretailinboundandoutboundgoodsthroughspecialcustomssupervisionareasorbondedsupervisionplaces.（5）SettlementofforeignexchangeTheactofanenterprisesellingforeignexchangetofinancialinstitutionsinaccordancewithstateregulationsiscalledsettlementofforeignexchange.（1）ODMODM（OriginalDesignManufacture，原始設(shè)計(jì)制造商），ODM指企業(yè)根據(jù)另一廠商的規(guī)格與要求設(shè)計(jì)和生產(chǎn)產(chǎn)品，企業(yè)基于授權(quán)合同生產(chǎn)產(chǎn)品。（2）亞馬遜平臺(tái)產(chǎn)品的“五點(diǎn)描述”亞馬遜產(chǎn)品目錄的五個(gè)要點(diǎn)描述位于標(biāo)題正下方，其重要性僅次于商品標(biāo)題。其作用是加深顧客對(duì)產(chǎn)品的印象。五個(gè)要點(diǎn)描述可以是產(chǎn)品的規(guī)格、包裝、功能、特點(diǎn)、用途、優(yōu)勢(shì)、材質(zhì)、外觀、設(shè)計(jì)結(jié)構(gòu)、附加功能、如何使用、售后保障等。（3）海外倉(cāng)在跨境電商中，海外倉(cāng)是指國(guó)內(nèi)企業(yè)將商品以大宗運(yùn)輸?shù)男问竭\(yùn)往目標(biāo)市場(chǎng)國(guó)家，在當(dāng)?shù)亟}(cāng)庫(kù)、儲(chǔ)存商品，然后根據(jù)當(dāng)?shù)氐匿N售訂單，及時(shí)從當(dāng)?shù)貍}(cāng)庫(kù)直接進(jìn)行分揀、包裝與配送。海外倉(cāng)的數(shù)據(jù)化物流體系帶動(dòng)跨境電商產(chǎn)業(yè)鏈的升級(jí)。（4）1210海關(guān)監(jiān)管方式代碼為“1210”，全稱為“保稅跨境貿(mào)易電子商務(wù)”，簡(jiǎn)稱“保稅電子商務(wù)”。它適用于境內(nèi)個(gè)人或電商企業(yè)在經(jīng)海關(guān)認(rèn)可的電商平臺(tái)上實(shí)現(xiàn)跨境交易，并通過(guò)海關(guān)特殊監(jiān)管區(qū)域或保稅監(jiān)管場(chǎng)所進(jìn)出的電商零售進(jìn)出境商品。（5）結(jié)匯企業(yè)將外匯按國(guó)家規(guī)定賣給金融機(jī)構(gòu)的行為，稱為結(jié)匯。Multiplechoice單選題(1X20=20)（1）(A)ThemainpurposeoftheactionofChinesegovernmentforcross-borderE-commerceisto_____,supportandleadtheoperationofelectroniccross-bordercommerceintherightdirection.A.removeobstaclesB.addmoretaxesC.addmorerestrictionsD.removee-businesscustomers（2）(D)Alibaba’smajorbusinessesandthebusinessesofitsrelatedcompaniesincludeB2Bplatform,B2Cplatforms,and__________。A.logisticstechnologyB.financeC.amusementD.allrelatedindustry（3）（C）Whichdepartmentshouldcross-borderE-commercecompaniesapplyforcustomsregistrationcertificate?A.IndustrialandCommercialBureauB.InspectionandquarantinedepartmentB.CustomsdepartmentD.MinistryofCommerce（4）（B）Whichofthefollowingplatformsisknownas"theinternationalversionofTaobao"?A.ShopeeB.AliExpressPlatformC.AmazonPlatformD.eBayPlatform(5)(A)ThecharacteristicsofAliExpressproducttitle__________:A.Within128charactersB.within200charactersC.musthavepunctuationD.mustcontainverb(6)(D)WhichoffollowingisnotcorrectchoicewhencreatinganewlistingoneBay?A.ProductdetailsB.SellingdetailsC.ShippingdetailsD.Logisticdetails（7）(C)Astoshortvideomarketing,Whichoffollowingstatementarenotcorrect?A.ShortvideomarketingisakindofcontentmarketingB.Advertisingproductplacementmarketingofinfluenceristhemostlyusedwaytodotheshortvideomarketingforcross-borderE-commerceenterprisesC.ShortvideomarketinghasthecharacteristicsofinteractivityD.Atpresent,shortvideosaremainlyspreadonmobilephones（8）(C)IntheAliExpressplatform,whichoneoffollowingmarketingtoolcanincreasetheaveragetransactionvalue?A.FullstorediscountB.FalshsalesC.xxxoffonpurchaseoverxxxD.Limitedtimeandlimitedquantitydiscount（9）（D）________meansthatthecarrierisresponsibleforthesafetransportationandcustodyofthecontainer,anddividestheresponsibilities,obligationsandrightswiththecargoowneraccordingtothebilloflading.A.consignmentapplication

B.handoverconfirmation

C.shipment

D.seatransportation（10）（B）________isamoderntransportationmethodthatcombinesscatteredgoodsintolargecontainerswithcertainspecificationsandintensitythatareusedformulti-modaltransport.A.internationalmultimodalunion

B.containertransportationC.oceantransportation

D.airtransportation（11）（A）Whichisnotbelongtocross-borderE-commercelogisticstransportation.A.privatejet

B.overseaswarehouse

C.cross-borderdedicatedlogistics

D.postaltransportation(12)(B)Aconsumerentrustedhisfriendwhoisengagedinpurchasingfromaforeignwebsitetobuyahandbagfromaforeignwebsite,worth2,000ChineseYuan.Theitemisimportedintheformofcommercialexpressdelivery.Theapplicableimporttaxpolicyisasfollows.A.ImporttariffsB.Comprehensivecross-borderE-commercetaxC.PostaltaxD.Duty-freerelease(13)(A)Whichofthefollowingdoesnotbelongtothesupervisionmethodcodeforcross-borderE-commerceB2Bexports?A.1210B.0110C.9710D.9810(14)(D)WhichofthefollowingdoesnotbelongtotheservicescopeofOneTouch?A.CustomsdeclarationagentB.FinancialserviceC.LogisticsserviceD.Clientdevelopment(15)(C)Withtheconsentof______,thesellermayopenanoverseasaccountfordepositingexportincomeinanoverseasbankinaccordancewiththedetailedrulesfortheimplementationoftheguidelinesonforeignexchangeadministrationoftradeingoods,anddeposittheexportincomewithrealandlegaltransactionbackgroundabroadA.EnterpriselegalrepresentativeB.crossborderE-commerceplatformC.foreignexchangemanagementdepartmentD.enterprisefinancialdirector(16)(A)Type________companymaysimplifytheimportpaymentdocuments.Thecompanycandirectlyhandlethepaymentofforeignexchangeinthebankwithanykindofdocumentsthatcanprovetheauthenticityofthetransaction,suchasimportdeclarationform,contractorinvoice.Companyofthistype’sexportcollectiondoesnotneedtobecheckedonline.Bank'sverificationproceduresforthecompany’scollectionandpaymentofforeignexchangearesimplifiedaccordinglyA.AB.BC.CD.D(17)(D)theStateadministerstheannualtotalamountofindividualforeignexchangesettlementanddomesticindividualforeignexchangepurchase,whichistheannualequivalentofeachperson.A.CNY50000B.CNY200000C.USD2000D.USD50000(18)(A)Pre-salesconsultation,allneedcustomerserviceanswersorquestionsabout"products"or"__________".A.ServiceB.TechnologyC.ParametersD.price(19)(A)Cross-borderE-commerceplatformscontinuetoconnectvariouspaymentchannels,themostcommonofwhichare__________.A.VisaandMasterCardB.MercadoPagoC.BoletoD.WebMoney(20)(C)Yandex.Moneyisamorepopularelectronicwalletin__________.A.UnitedStatesB.JapanC.RussiaD.Brazil（1）（A）中國(guó)政府對(duì)跨境電子商務(wù)采取行動(dòng)的主要目的是在正確的方向上_____，支持和引導(dǎo)電子跨境貿(mào)易的運(yùn)作。A.消除障礙B.增加稅收C.增加更多限制D.取消電子商務(wù)客戶（2）（D）阿里巴巴的主要業(yè)務(wù)及其關(guān)聯(lián)公司的業(yè)務(wù)包括B2B平臺(tái)，B2C平臺(tái)和__________。A．物流技術(shù)B．財(cái)務(wù)C．娛樂(lè)D．全部相關(guān)業(yè)務(wù)（3）（C）跨境電商企業(yè)應(yīng)當(dāng)向哪個(gè)部門(mén)申請(qǐng)報(bào)關(guān)登記證？A.工商局B.檢驗(yàn)檢疫部門(mén)C.海關(guān)部門(mén)D.商務(wù)部（4）（B）以下哪個(gè)平臺(tái)被稱為“國(guó)際版淘寶”？A.蝦皮平臺(tái)B.速賣通平臺(tái)C.亞馬遜平臺(tái)D.eBay平臺(tái)（5）(A)速賣通產(chǎn)品標(biāo)題的特征__________:A.字?jǐn)?shù)128個(gè)字符以內(nèi)B.字?jǐn)?shù)200個(gè)字符以內(nèi)C.必須有標(biāo)點(diǎn)符號(hào)D.必須含動(dòng)詞（6）（D）在eBay平臺(tái)上刊登新產(chǎn)品時(shí)，如下選項(xiàng)不包括的是__________？A.產(chǎn)品細(xì)節(jié)B.銷售細(xì)節(jié)C.運(yùn)輸細(xì)節(jié)D.物流細(xì)節(jié)（7）（C）以下哪項(xiàng)關(guān)于短視頻營(yíng)銷的陳述是不正確的？A.短視頻營(yíng)銷是一種內(nèi)容營(yíng)銷B.網(wǎng)紅廣告植入式營(yíng)銷是跨境電商企業(yè)進(jìn)行短視頻營(yíng)銷的主要方式C.短視頻營(yíng)銷具有互動(dòng)性的特點(diǎn)D.目前，短視頻主要通過(guò)手機(jī)傳播（8）（C）在AliExpress平臺(tái)中，以下哪種站內(nèi)營(yíng)銷工具可以增加客單價(jià)？A.全店鋪打折B.秒殺C.全店鋪滿減活動(dòng)D.限時(shí)限量折扣（9）（D）________是指承運(yùn)人負(fù)責(zé)集裝箱的安全運(yùn)輸和保管，并依據(jù)提單條款劃分與貨主之間的責(zé)任、義務(wù)和權(quán)利。A.托運(yùn)申請(qǐng)

B.交接簽證

C.裝船

D.海上運(yùn)輸（10）（B）________是一種將零散的貨物合并裝入具有一定規(guī)格和強(qiáng)度的專為周轉(zhuǎn)而使用的大型貨箱進(jìn)行集中裝運(yùn)的一種現(xiàn)代化運(yùn)輸方式。A.國(guó)際多式聯(lián)合

B.集裝箱運(yùn)輸

C.海洋運(yùn)輸

D.航空運(yùn)輸（11）（A）下列不屬于跨境電商物流運(yùn)輸類型的是________。A.私人飛機(jī)

B.海外倉(cāng)

C.跨境專線物流

D.郵政運(yùn)輸（12）（B）某消費(fèi)者委托其從事代購(gòu)的朋友從國(guó)外網(wǎng)站海淘了一個(gè)手提包，價(jià)值2000元，該物品是以商業(yè)快遞的形式入境的，其適用的進(jìn)口稅收政策為。A．進(jìn)口關(guān)稅B．跨境電商綜合稅C．行郵稅D．免稅放行（13）（A）以下哪個(gè)不屬于跨境電商B2B出口的監(jiān)管方式代碼？A.1210B.0110C.9710D.9810（14）（D）以下哪個(gè)不屬于一達(dá)通的服務(wù)范圍？A.代理報(bào)關(guān)B.金融服務(wù)C.物流服務(wù)D.開(kāi)發(fā)客戶（15）（C）在______同意的情況下，出口賣家可以根據(jù)《貨物貿(mào)易外匯管理指引實(shí)施細(xì)則》在境外銀行開(kāi)立用于存放出口收入的境外賬戶，將具有真實(shí)、合法交易背景的出口收入存放境外。A．企業(yè)法人代表B.跨境電商平臺(tái)C.外匯管理部門(mén)D.企業(yè)財(cái)務(wù)負(fù)責(zé)人（16）（A）對(duì)A類企業(yè)進(jìn)口付匯單證簡(jiǎn)化，可憑進(jìn)口報(bào)關(guān)單、合同或發(fā)票等任何一種能夠證明交易真實(shí)性的單證在銀行直接辦理付匯，出口收匯無(wú)需聯(lián)網(wǎng)核查；銀行辦理收付匯審核手續(xù)相應(yīng)簡(jiǎn)化。A.AB.BC.CD.D（17）（D）國(guó)家對(duì)個(gè)人結(jié)匯和境內(nèi)個(gè)人購(gòu)匯實(shí)行年度總額管理，年度總額分別為每人每年等值______。A．5萬(wàn)人民幣B.20萬(wàn)人民幣C.2萬(wàn)美元D.5萬(wàn)美元（18）（A）售前咨詢，都需要客服解答或有關(guān)“產(chǎn)品”或有關(guān)“”的問(wèn)題A．服務(wù)B．技術(shù)C．參數(shù)D．價(jià)格（19）（A）跨境電商平臺(tái)不斷對(duì)接各種支付渠道，其中最常見(jiàn)的有。A.VisaandMasterCardB.MercadoPagoC.BoletoD.WebMoney（20）（C）Yandex.Money是較為流行的電子錢(qián)包。A.美國(guó)B.日本C.俄羅斯D.巴西3.TrueorFalse判斷題(2X10=20)（1）（T）ComparedwithAliExpress,Amazonhasahigherentrythreshold.（2）（F）GoogleTrendsisaninternaldataanalysistool.（3）(T)ThepoliticalfactorsinPESTanalysismainlyincludepoliticalsituation,unexpectedpoliticalevents,politicalstability,relevantgovernmenttradepolicies,relevantlawsandregulations.（4）(F)ThemostfamoussocialnetworkplatformsareDingtalk,YouTubeandInstagram..（5）(T)Thespecificmethodsofsearchenginemarketingmainlyincludesearchengineoptimizationandpaidpromotion.（6）(T)Aftertheentry-exitinspectionandquarantineareincorporatedintothecustoms,theinspectionofimportandexportcommoditiesshouldbeappliedtothecustoms,sothemodeloffirstdeclarationandthendeclarationisnolongerapplicable.（7）(F)Theestablishmentofcustomsagenciesisconsistentwiththeestablishmentofadministrativedivisions.（8）(F)Customsdeclarationmustbehandledbytheconsignororconsignorofimportandexportgoods.（9）(T)Customerserviceshouldadoptdiversifiedresponsemethods.（10）(F)Buyerscanfiledisputesatanytime,orsubmitthemtotheplatformforjudgmentatanytime.（1）（對(duì)）與速賣通相比，亞馬遜入駐門(mén)檻較高。（2）（錯(cuò)）GoogleTrends是一種內(nèi)部數(shù)據(jù)分析工具。（3）（對(duì)）PEST分析中的政治因素主要包括政治形勢(shì)、突發(fā)政治事件、政治穩(wěn)定、政府相關(guān)貿(mào)易政策以及相關(guān)法律法規(guī)。（4）（錯(cuò)）最著名的社交網(wǎng)絡(luò)平臺(tái)是釘釘、YouTube和Instagram.。（5）（對(duì)）搜索引擎營(yíng)銷的具體方法主要包括搜索引擎優(yōu)化和付費(fèi)推廣。（6）（對(duì)）出入境檢驗(yàn)檢疫并入海關(guān)后，進(jìn)出口商品的檢驗(yàn)都應(yīng)該向海關(guān)申請(qǐng)辦理，所以先報(bào)檢后報(bào)關(guān)的模式已經(jīng)不適用了。（7）（錯(cuò)）海關(guān)機(jī)構(gòu)的設(shè)置是和行政區(qū)劃的設(shè)置一致的。（8）（錯(cuò)）報(bào)關(guān)必須由進(jìn)出口貨物收發(fā)貨人申請(qǐng)辦理。（9）（對(duì)）客戶服務(wù)要采用多樣化的回復(fù)方式。（10）（錯(cuò)）買(mǎi)家隨時(shí)都可以提起糾紛，也可以隨時(shí)提交到平臺(tái)裁決。4.Casestudy案例分析（2+3+2+3=10）OROLAYInthepasttwodays,anunknowndownjacketinChinahasbecomeahotitemintheUnitedStates.What'smoreunexpectedisthatthemanufacturerofthisdownjacketisinJiaxing,Zhejiang.Adownjacketwithlessthan140dollarshasbecomeafanofeventrendsettersanddesignersinrichareas.Pre-saleisevencalled"Amazoncoat"intheUnitedStates.SinceDecember2018,ithasmaintainedtherecordofAmazon'ssaleschampionintheUSclothingcategory!Infact,thiswomen'sthickeneddownjacketnamedOROLAYhasbeensweepingAmazonintheUnitedStatessince2015,anditssaleshaveincreasedby300-400%annually.Onebuyerwroteintheevaluation:"Ifinallyboughtit.Isaw20womenwearingitinawalkbefore."Anotherbuyersaid:"It'swarmandfashionable!Ilikethiscoatverymuch."Onebuyersaidthatshesawawomanwearingthiscoatwhenshewasinline."Itfeelsalmosteverywhere."Anotherbuyersaidthatsinceshestartedwearingthiscoat,Atleasteightfriendsboughtit.AnaMariaPimentel,fashiondirectorofNeimanMarcus,saidthatshefirstsawthisdressonafriendofhermother's,andthensheboughtit.Twoweekslater,shewenttoaplace,andshewasoneofthefourpeoplewearingthisdress.OROLAY'ssuccessisalsoduetothesocialmediaeffecttoacertainextent.Accordingtothesurvey,56%ofwomenbetweentheagesof18and34arewillingtobuyonethingbecausetheirfriendspublishinformationaboutthisproductonsocialmedia,comparedwith38%ofallagegroups.OROLAYalsohasitsownInstagramaccount,whichspecializesintakingphotosofwomen.Besidesthecheapdownjacket,whatattractsAmericans?OnFebruary24,thereporterinterviewedQiuJiawei,theheadofJiaxingZichiTradeCo.,Ltd.,thebrandownerofOROLAY."Inthecoldweatherofminus32℃,adownjacketwithabottomcoatisenough!"Thedesignofthesixoversizedpocketshasalsowonalotofpraise:"Youcanputmobilephonesandgloves."Somebuyerscommentedthattheyalsolikeitssoftandwarmhood.Itwillnotbeblownupunlessitiswindy.".Inaddition,thisdownjacketisfashionableandpractical.Thesmoothzipperandsilktreatmentdesignarethree-dimensional.Thespecialsidezipperdesignmakesitconvenientforpeopletomove.QiuJiaweisaidthatOROLAYisawomen'sclothingbrandregisteredbythecompanyin2014,andthedesignandmanufactureofclothingareinJiaxing.Thisseeminglyinconspicuousdownjacketismadeofhigh-qualitywhiteduckdownwith90%ofhigh-gradeplush,andahoodwithasoftartificialsheepskinlining,whichisbothfluffyandwarm.Thiskindofdownjacketismorefashionableandpractical,anditsfunctionisnotinferiortothatofbigbrands.Thepriceisonly99.99-139.99dollars.Somebuyersalsocomparedthisdownjacketwithdesignerbrandsintheircomments.YoushouldknowthatCanadianGooseandMonclerusuallysellformorethan$900.Atthebeginningofhisbusiness,QiuJiaweiwantedtobecomeadomesticbrand,namedOuronglai,whichmeansdownjacketwithEuropeanandAmericanstyle.Later,hetranslateditdirectlyintoOROLAYwhendoingforeigntrade.In2013,thiscross-bordere-commerceenterprisebasedinJiaxingbegantosetfootinAmazonbusiness,mainlyengagedinthreebusinesses,downjacket,furnitureandluggage,ofwhichdownjacketaccountedfor80%ofthebusinessvolumeofthewholeyear.DuringamarketresearchintheUnitedStates,QiuJiaweiandhisteamfoundthatmanydownjacketsandjacketsinNorthAmericaarepositionedasoutdoorproducts,emphasizingthewaterproofandfunctionaldiversityoffabrics,andlackoffashion.Therefore,theyaddedfashionelementsonthebasisofqualityandwarmthpreservation.QiuJiawei'swifewasadesignerofaluxuryclothingcompanyinJiaxing,engagedinthedevelopmentofearlyaccessoriesandclothingfabrics.Now,shehastakenupthemaindesignworkofOROLAY.Since2016,OROLAYhasestablishedadesigncenteranddevelopedmanystylesfortheNorthAmericanmarket."WegototheUnitedStatesalmosteverymonth,domarketresearchfirst,thendesignsampleclothes,andarrangeproductionaccordingtothepre-salesituationofsampleclothes."QiuJiaweisaidthatatpresent,thecompany'sdevelopmentfocusisonR&Danddesign.Atthebeginningofnextmonth,hewillgotoNewYorkagainandtrytonegotiatecooperationwithlocalbrands,offlinestoresandsalescompaniestoestablishofflinesaleschannels.Amazon'ssalesofallcategories(morethan150millionproducts)intheUnitedStateseventoppedthelistofcomprehensivecategoriessuchasclothing,shoesandjewelryforsometime,whichQiuJiaweicouldnotimagine."Inthefirstyear,weonlysoldmorethan400clothesintotal,andnowwehavemoredownjacketsthansockssoldonthewebsite".Inrecentyears,cross-bordere-commercehasbecomeverypopular.ManyproductsmadeinZhejianghavebeensoldtooverseasplatformssuchasAmazonandeBay.InQiuJiawei'sview,Oralay'ssuccessisduetoitsownbrandawareness.InJiaxing,therearemanydownjacketandluggageenterprises,butmanyofthemareOEMforotherbrands.QiuJiaweiregisteredhisownbrandatthebeginningofhisbusiness,integratingdesign,productionandsales.Inthesecondhalfoflastyear,thecoldwavesweptacrosstheUnitedStates."Becausethesalesaretoohot,thereisnotimetopreparethegoods,sowecanonlychoosetheairtransportationwithshortertimeandhighercost,butitstilloftencan'tcatchup."QiuJiaweisaidthattheproductsareusuallysoldoutatthepre-salestagebeforetheyareputontheshelf.FromDecemberlastyeartonow,theproductsarebasicallyavailableonthewebsiteonandoff.Inthefaceofsuchaboom,thecompany'sproductionenterpriseshavealsomadeadequatepreparations.Sincethebeginningoftheyear,morethan100000piecesofdownjacketfabricshavebeenordered.Source:QianjiangEveningNews2019-02-25(1)WhyisOROLAYpopularwithconsumersinoverseasmarkets?(atleast2points)(2)DoesOROLAYopenstoresinAmazon?WhataretherulesforopeningstoresinAmazon?(Atleast3points)(3)WhattypeofplatformdoesInstagrambelongto?(4)WhatproblemsmayOROLAYfaceinbusiness?(Atleast3points)OROLAY這兩天國(guó)內(nèi)一款不知名的羽絨服火了在美國(guó)成了爆款紐約人手一件更沒(méi)想到的是生產(chǎn)這件羽絨衣的廠家在浙江嘉興。一件不到140美元的羽絨服，連富人區(qū)潮人乃至設(shè)計(jì)師都成了它的粉絲。預(yù)售就搶空甚至在美國(guó)被稱作“亞馬遜外套”。自2018年12月至今，一直保持著亞馬遜全美服裝類銷售冠軍的紀(jì)錄！事實(shí)上，這款名為OROLAY的女裝加厚羽絨服2015年就開(kāi)始席卷美國(guó)亞馬遜網(wǎng)站，銷量以每年300%—400%速度增長(zhǎng)。有買(mǎi)家在評(píng)價(jià)中寫(xiě)道：“終于買(mǎi)到了，之前我在一次散步中就看到20個(gè)女人穿著它?！边€有買(mǎi)家說(shuō)：“又暖和又時(shí)尚！我非常喜歡這件外套。”一位買(mǎi)家表示，她有次排隊(duì)時(shí)見(jiàn)到一位女士穿了這件外套，“感覺(jué)它幾乎無(wú)處不在?！绷硪晃毁I(mǎi)家則表示，從自己開(kāi)始穿這件衣服以來(lái)，至少有八個(gè)朋友買(mǎi)了它。NeimanMarcus的時(shí)尚總監(jiān)AnaMariaPimentel說(shuō)，她第一次看到這件衣服是在她媽媽的一個(gè)朋友身上，后來(lái)她也買(mǎi)了這件衣服，兩周后她去了一個(gè)地方，而她是四個(gè)穿這件衣服的人中的一個(gè)。OROLAY的成功,一定程度上還歸功于社交媒體效應(yīng)。調(diào)查顯示，年齡在18歲到34歲之間的女性，56%的人愿意購(gòu)買(mǎi)一樣?xùn)|西，是因?yàn)榕笥言谏缃幻襟w上發(fā)布了這款產(chǎn)品的信息，而在所有年齡組，這一比例為38%。OROLAY還擁有了自己的Instagram帳戶，專門(mén)拍攝女性照片。除了便宜這款羽絨服吸引美國(guó)人的究竟是什么？2月24日，記者采訪了OROLAY的品牌所有者——嘉興市子馳貿(mào)易有限公司負(fù)責(zé)人邱佳偉?！霸诹阆?2℃的嚴(yán)寒天氣，一件羽絨服搭配一件打底衫就夠了！”6個(gè)超大口袋的設(shè)計(jì)也獲得了不少好評(píng)：“既可以放手機(jī)，也可以放手套，“有買(mǎi)家評(píng)論說(shuō)，還喜歡它柔軟溫暖的風(fēng)帽，除非在大風(fēng)天，不然它都不會(huì)被吹起來(lái)”。此外，這款羽絨服可謂時(shí)尚又實(shí)用，光滑的拉鏈與絲綢處理設(shè)計(jì)頗具立體感，特殊的側(cè)拉鏈設(shè)計(jì)，讓人活動(dòng)時(shí)也很方便。邱佳偉說(shuō)，OROLAY是公司2014年注冊(cè)的女裝品牌，服裝的設(shè)計(jì)、制造均在嘉興地區(qū)。這款看似不起眼的羽絨服，選用含有90%高級(jí)絨朵的優(yōu)質(zhì)白鴨絨，帶有柔軟人造羊皮襯里的帽兜，兼具蓬松感和保暖性。這樣一款功能不輸大牌，且更加時(shí)尚與實(shí)用的羽絨服，價(jià)格僅99.99-139.99美元。有買(mǎi)家也在評(píng)論時(shí)將這款羽絨服與設(shè)計(jì)師品牌進(jìn)行了比較，要知道加拿大鵝和Moncler，這些品牌的售價(jià)通常在900美元以上。創(chuàng)業(yè)之初，邱佳偉是想做一個(gè)國(guó)內(nèi)品牌，取名為歐絨萊，意思是款式偏歐美的羽絨服，后來(lái)做外貿(mào)就將它直接英譯成OROLAY。2013年，這家位于嘉興的跨境電商企業(yè)就開(kāi)始涉足亞馬遜業(yè)務(wù)，主營(yíng)三塊業(yè)務(wù)，羽絨服、家具和行李箱，其中羽絨服占到全年80%的業(yè)務(wù)量。一次在美國(guó)做市場(chǎng)調(diào)研時(shí)，邱佳偉和他的團(tuán)隊(duì)發(fā)現(xiàn)，北美很多羽絨服和外套定位為戶外用品，強(qiáng)調(diào)面料的防水性、功能的多樣性等，缺少時(shí)尚氣息。所以，他們特意在注重品質(zhì)和保暖的基礎(chǔ)上，加入了時(shí)尚元素。邱佳偉的妻子曾是嘉興一家奢侈品服裝公司的設(shè)計(jì)師，從事前期輔料和服裝面料開(kāi)發(fā)。如今，她擔(dān)起了OROLAY的主要設(shè)計(jì)工作。2016年開(kāi)始，OROLAY成立設(shè)計(jì)中心，針對(duì)北美市場(chǎng)開(kāi)發(fā)了很多款式?！拔覀儙缀趺總€(gè)月都往美國(guó)跑，先做市場(chǎng)調(diào)研，然后設(shè)計(jì)樣衣，根據(jù)樣衣的預(yù)售情況安排生產(chǎn)?！鼻窦褌フf(shuō)，目前公司的發(fā)展重心放在研發(fā)和設(shè)計(jì)上。下月初，他要再去紐約，嘗試和當(dāng)?shù)氐钠放?、線下門(mén)店以及銷售公司洽談合作，建立線下銷售渠道。亞馬遜全品類（超過(guò)1.5億款產(chǎn)品）的全美銷售冠軍，甚至有一段時(shí)間是服裝、鞋子、首飾等綜合類目第一，這曾是邱佳偉不敢想象的?！暗谝荒?，我們總共才賣出去400多件衣服，現(xiàn)在我們的羽絨服比網(wǎng)站上賣的襪子還要多”。這些年跨境電商很火，許多浙江制造產(chǎn)品賣到了亞馬遜、eBay等海外平臺(tái)。Oralay的成功，在邱佳偉看來(lái)得益于自主品牌意識(shí)。在嘉興地區(qū)，集聚了不少羽絨服、箱包企業(yè)，但不少是為其他品牌做代工，而邱佳偉在創(chuàng)業(yè)之初，就注冊(cè)了自主品牌，集設(shè)計(jì)、生產(chǎn)、銷售于一體。去年下半年，寒潮席卷美國(guó)?！币?yàn)橘u得太搶手，來(lái)不及備貨，只能選擇時(shí)間更短、成本更高的空運(yùn)，但還是常常趕不上?！扒窦褌フf(shuō)，現(xiàn)在往往是剛?cè)雮}(cāng)，還沒(méi)上架，在預(yù)售階段就已經(jīng)賣完了。去年12月到現(xiàn)在，產(chǎn)品在網(wǎng)站上基本處于斷斷續(xù)續(xù)能買(mǎi)到的狀態(tài)。面對(duì)這樣的火爆，公司的生產(chǎn)企業(yè)也做足了準(zhǔn)備。開(kāi)年至今，已經(jīng)訂購(gòu)了十幾萬(wàn)件羽絨服的面料。資料來(lái)源：錢(qián)江晚報(bào)2019-02-25（1）OROLAY為什么在海外市場(chǎng)受消費(fèi)者歡迎？（至少2點(diǎn)）（2）OROLAY是否在亞馬遜開(kāi)店，在亞馬遜開(kāi)店有哪些規(guī)則？（至少3點(diǎn)）（3）Instagram屬于什么類型的平臺(tái)？（4）OROLAY在商業(yè)方面可能面臨什么問(wèn)題？（至少3點(diǎn)）Answer:(1)ThereasonwhyOROLAYispopularwithconsumersinoverseasmarketsisthatitispopularinsocialmedia,withmanystyles,cheappricesandfastlogistics.(2)WhensettingupshopinAmazon,OROLAYshouldabidebyAmazon'srulesofimageprocessing,title,FBAlogisticsandplatformmarketing.(3)Instagrambelongstotheonlinesocialmedia.(4)OROLAYmayfaceproblemssuchastoomanystyles,easytobecopiedbyothers,toolowpricestoenterthehigh-endmarket,increasedlogisticscostsmayreduceprofits,andtoofastclothingrenewalisnotenvironmentallyfriendly.參考答案：（1）OROLAY在海外市場(chǎng)受消費(fèi)者歡迎的原因是在社交媒體上較流行、款式多、價(jià)格便宜、物流快。（2）OROLAY在亞馬遜開(kāi)店，要遵守亞馬遜的圖片處理、標(biāo)題、FBA物流和平臺(tái)營(yíng)銷等規(guī)則。（3）Instagram屬于在線社交媒體平臺(tái)。（4）OROLAY可能面臨款式過(guò)多易被人投訴抄襲，標(biāo)價(jià)太低不能進(jìn)入高端市場(chǎng)，如果物流成本增加可能會(huì)減少利潤(rùn)，服裝更新過(guò)快不環(huán)保等問(wèn)題。5.Calculation計(jì)算題（10+5=15）（1）AboxofclothessentfromHangzhoutoXX.Thegrossweightis28.4kgandthevolumesizeis82cm×48cm×32cm.GCRN(GeneralCargoRateNormal)=38.67ChineseYuan.Trytocalculatetheairfreightforthecargo.（2）ListthebenefitsofusingFBAAmazon.（1）由杭州發(fā)往XX一箱服裝，毛重為28.4kg，體積尺寸為82cm×48cm×32cm，GCRN(GeneralCargoRateNormal，標(biāo)準(zhǔn)普通貨物運(yùn)價(jià))=38.67人民幣。試計(jì)算該票貨物的航空運(yùn)費(fèi)。（2）請(qǐng)列出使用亞馬遜FBA的優(yōu)點(diǎn)。Answer：（1）Volumeis:82cm×48cm×32c