《跨境電商英語(yǔ)》課件-Product Description

ProductDescriptionKnowwhatproductsaresuitableforCross-borderE-commercesales1Acquirebasicknowledgeaboutproductstructureofanonlineshopandknowdefinitionsofburstsells,flow-increaseproductsandprofitableproducts2Learntherelativewordsandexpressions3UnderstandtheprocedureofmakingagoodproductdescriptiononCross-borderE-commerceplatforms4ChapterGoalsAfterstudyingthischapter,youareexpectedto：PARTONEWarming-upPART1Warming-upTask:Productdescriptionisimportanttoaproduct.Lookatthefollowingproductdescription,anddiscusswithapartneraboutwhatinformationweshouldincludeintheproductdescription.Payment:Creditcardonlineisavailable.WeacceptpaymentbyPaypal,T/TandWesternUnion.Afteryourpaymentclearedwewilldelivertoyouwithin3businessdays.Ifthereisanyimportdutiesortaxes,itisbuyer'sresponsibilityWarranty:1.Althoughwehavegreatconfidenceinthequalityandpricesofeveryproductswesell,wecannotguaranteeallbuyerswouldbe100%satisfiedwiththemduetodifferentreasons.Butnomatterwhathappens,wepromisewewilldoourbesttosolveanyproblemoccuredduringtransactions.2.Ifyouhaveadefectiveitemwhichyouwishtoreturnorexchange,plscontactuswithin3businessdaysfromdateyoureceivetheshipment.PARTTWOPassageReadingPART2PassageReadingProductsarekeytoCross-borderE-commerce.Itcanbesaidthatgoodproductscanhelpcompaniesgaintheworld.Ingeneral,productsthataresuitableforCross-borderE-commercesaleshavethefollowingcharacteristics:small,lightandhighaddedvalue.Inshort,"smallandbeautiful"productsaremostsuitableforsalesonCross-borderE-commerceplatform.Whenlookingforproductsforonlineshops,payattentiontotheproductstructure.TherearemainlythreetypesofCross-borderE-commerceproducts:burstsells,flow-increaseproductsandprofitableproducts.Burstsellsarehotproducts,withhighflow,highexposure,largeordersandothercharacteristics.However,burstsellsarenotthesourceofprofitsforshops.Usually,thepriceofburstsellsislow,andthedirectimpactisthattheprofitmarginsaresmall,evennoprofitmargins.Thus,itisrecommendedthatshopsonlyset1-2burstsellsperstore.Createburstsellsbyreducingprice,increasingdiscountrates,whichwillbringalotofpageviewsandordersintheshorttermfortheshop,aswellaspromotethesaleofotherproducts.ProductDescriptionFlow-increaseproductsrefertotheproductsthatcanincreasepageviewsfortheshop.Sameasburstsells,thepriceofflow-increaseproductsisalsolow,andtheyarenotthemainsourceofprofits.Itisrecommendedthateachshopsetabout5flow-increaseproducts,sothatshopsdonotneedtoinvestalottoincreasetheflow.Ifshopschooseflow-increaseproductsandburstsellsreasonably,itwillhelpshopsgrowrapidlyintheearlystage.Theoperationofashopisinseparablefromprofits,andprofitableproductsarethemainsourceofprofitsforshops.Ingeneral,inadditiontoburstsellsandflow-increaseproducts,otherproductsintheshopareallprofitableproducts.Profitabilityisdeterminedbytheseller'svaluationontheexpectedprofitoftheproducts.Thepageviewofthiskindofproductsisnotlarge,buttheprofitofasingleproductishigh.Thesellershouldreservediscountspaceforthiskindofproducts,sothesellercandiscountthemduringtheflowpeakofplatformorpromotionperiod.Oncewehavedecidedtheproductstructureofstore,weneedtohaveamorecomprehensiveunderstandingoftheproductcategory,sothatwecanbetterintroduceanddisplaytheattributesandcharacteristicsoftheproductsintheproductdescription.PART2PassageReadingAlthoughthemajorplatformshavedifferentrulesabouttheproductdescription,therearestillsomecommonskillsandtricks:1)Followthe"FAB"method,whichreferstoFeature,AdvantageandBenefit;2)Truthfullydescribetheproducts;otherwisetherewillbefollow-updisputessuchasproductsnotasdescribed;3)Donotincludetoomanypictures,otherwisetheloadingtimewillbetoolongandthatwillprobablyresultinanegativeeffectonthebuyer’sdecisionmakingprocess,bestbetween10-12pictures;4)Beassimpleaspossibleintheproductdescription,generallybetween100-300words;5)Includelogistics,payment,after-salesserviceandotherinformationintheproductdescription;6)Paragraphthedescriptiontoenhancethebuyer'sbuyingexperience;7)Makeuseofcustom

modulessuchasrelatedsalestoincreasethesalesofsimilarproducts,neworprofitableproducts.PART2PassageReadingNewWordsburst[b?:st]n.1NewWordasuddenflurryofactivity爆發(fā)e.g.Ⅰ)Afterhearingthepresident’sspeech,theapplauseburstfromthecrowd.在聽(tīng)到總統(tǒng)的演講后，人群中爆發(fā)出一陣掌聲。Ⅱ)Weexpectthenewproductcouldbringaburstinsalesforourstore.我們期待新產(chǎn)品能給我們店鋪的銷售額帶來(lái)爆發(fā)。返回promote

[pr??m??t]v.01NewWord2contributetotheprogressorgrowthof;trytosell(aproduct)促進(jìn)；推銷e.g.Ⅰ)Welaunchedabigonlineadvertisingcampaigntopromoteournewproducts.我們發(fā)動(dòng)了一場(chǎng)聲勢(shì)浩大的在線廣告營(yíng)銷，旨在推銷我們的新產(chǎn)品。Ⅱ)TherepresentativesfrombothcountriesdiscussedhowtopromoteeconomiccooperationbetweenChinaandtheU.S.來(lái)自中美的代表商討了如何促進(jìn)兩國(guó)在經(jīng)濟(jì)上的合作。返回profitability

[?pr?f?t?'b?l?t?]n.NewWord3thedegreetowhichabusinessoractivityyieldsprofitorfinancialgain盈利能力；收益性e.g.Ⅰ)Profitabilityisthefirstthingtolookintowhenthinkingofinvestingacompanyorbusiness.在考慮投資一家公司時(shí)，盈利能力是首要考察的因素。Ⅱ)Intenserivalrywillreduceindustryprofitability.激烈的競(jìng)爭(zhēng)將會(huì)降低整個(gè)行業(yè)的盈利能力。返回reserve

[r??z?:v]v.NewWord4holdbackorsetaside,especiallyforfutureuseorcontingency儲(chǔ)備；保留；預(yù)留e.g.Ⅰ)Youmustreserveyourstrengthforthefinals.你必須為決賽保留體力。Ⅱ)Adoubleroomwithabalconyoverlookingtheseahadbeenreservedforhim.特地為他預(yù)留了一間帶陽(yáng)臺(tái)的海景雙人房。返回peak[pi:k]n.5NewWordthemostextremepossibleamountorvalue最高點(diǎn)；頂點(diǎn)e.g.Ⅰ)Ourholidaysaleshitapeakofaround2milliondollars.我們的假日銷售額達(dá)到了200萬(wàn)美元的頂點(diǎn)。Ⅱ)Peopleinbigcitiesoftenchoosetoleaveearlyinordertogetoutofthepeak-hourtraffic.大城市的人們經(jīng)常早點(diǎn)動(dòng)身以避開(kāi)交通高峰。返回comprehensive

[?k?mpr??hens?v]adj.01NewWord6includingordealingwithallornearlyallelementsoraspectsofsomething廣泛的；全面的e.g.I）Therewillbeacomprehensiveevaluationonstudentsattheendofeachsemester.每學(xué)期結(jié)束將進(jìn)行對(duì)學(xué)生的綜合評(píng)價(jià)。II)ThisgalleryhasacomprehensivecollectionofVanGogh.這家美術(shù)館有全面的梵高作品收藏。返回common

[?k?m?n]adj.NewWord7sharedbytwoormorepeople,groups,orthings共同的；共有的e.g.I)Thetwocountriesstandtogetheragainstacommonenemy.兩個(gè)國(guó)家聯(lián)合起來(lái)反對(duì)共同的敵人。II)Wefacesomeproblemscommontoallthecommunities.我們正面臨一些每個(gè)社區(qū)共同的問(wèn)題。返回dispute

[d??spju:t]n.NewWord8adisagreementorargument(aboutanorder)糾紛e.g.I)Thecustomerserviceteamwillinterposeintothedisputeifanagreementcan’tbereachedbythesellerandthebuyer.如果賣家和買家無(wú)法達(dá)成一致，客服將介入糾紛。II)Thecommissionisindisputewiththegovernment.委員會(huì)和政府正處于爭(zhēng)議中。返回load[l??d]v.9NewWordinsertsomethinginto(adevice)sothatitcanbeoperated加載；載入e.g.I)Ittakestimeforthecomputertoloadpictures.電腦加載圖片需要一些時(shí)間。II)Thenewcloudsystemallowsustoloaddatafromanywhere.新型的云系統(tǒng)使我們能夠在任何地方加載數(shù)據(jù)。返回logistics

[l??d??st?ks]n.01NewWord10thepracticalorganizationthatisneededtomakeacomplicatedplansuccessfulwhenalotofpeopleandequipmentisinvolved物流；后勤；組織工作e.g.I)Logisticsisnowmoreimportantthantechnologyinourindustry.物流目前在我們這一行比技術(shù)還重要。II)ThelogisticssystemisthebiggeststrengthofJD.自建物流體系是京東最大的優(yōu)勢(shì)。返回custom[?k?st?m]adj.NewWord11madeaccordingtothespecificationsofanindividual定做的，定制的e.g.I)Somebrideswanttheircustommadeweddingdress,whilesomeprefertorentone.有些新娘希望擁有量身定制的婚紗，而有些則更傾向于租婚紗。II)WedecidetoaddcustomfittedmasksduringtheHalloweenseasontoattractmorebuyers.我們決定在萬(wàn)圣節(jié)期間增加定制面具，以吸引更多買家。返回module

[?m?dju:l]n.NewWord12aunitthathasaparticularfunction模塊；組件e.g.I)Thiscourseconsistsofthreefour-weekmodules.這門課程分為三個(gè)模塊，每個(gè)模塊4周。II)AliExpressoffersaseriesofmodulestohelpsellersgainmoreflowandorders,suchasrelatedsalesmodule.速賣通提供一系列的模塊幫助賣家獲得更多的流量和訂單，比如關(guān)聯(lián)銷售模塊。返回Phrases&Expressionsaddedvalue附加值01P&Ee.g.I)Chinesegovernmenthasmadeeffortstoadjustandoptimizethemixofexportcommoditiestoimproveproductqualityandraiseaddedvalue.中國(guó)政府為調(diào)整和優(yōu)化出口商品結(jié)構(gòu)，提高商品質(zhì)量和附加值做了許多努力。II)Wecancreatesignificantaddedvaluebypushingthebrandintootherareas.我們可以通過(guò)把品牌推向其它領(lǐng)域而創(chuàng)造出巨大的附加價(jià)值。Phrases&Expressions01P&E02profitmargin利潤(rùn)率e.g.I)Wehadanetprofitmarginof30%lastyear.我們?nèi)ツ甑募兝麧?rùn)率為30%。II)Somesmallrestaurantsoftenignorehealthandsafetyregulationsinordertoraiseprofitmargins.一些小餐館為了提高利潤(rùn)率，經(jīng)常忽視衛(wèi)生和安全規(guī)章。Phrases&ExpressionsP&E03page

view訪問(wèn)量；瀏覽量e.g.I)Alexaisawebsitethatofferswebsiterankingsintermsofpageviewsandvisitorsglobally.Alexa是一家發(fā)布全球網(wǎng)站瀏覽量及訪客排行的網(wǎng)站。II)TheticketsystemexperiencedatemporaryfailureonexcessivepageviewvolumeasthereleaseofJayChou’sconcerttickets.隨著周杰倫演唱會(huì)門票的開(kāi)售，售票系統(tǒng)因?yàn)檫^(guò)多的瀏覽量經(jīng)歷了暫時(shí)的系統(tǒng)故障。Phrases&ExpressionsP&E04e.g.I)Itisbelievedinmodernsocietythatlibertyisinseparablefromsocialjustice.在現(xiàn)代社會(huì)，人們相信自由與社會(huì)正義是不可分的。II)Ourcountry’sachievementsareinseparablefromsupportbypeopleoftheworld.我們國(guó)家的成就同世界人民的支持是分不開(kāi)的。inseparable

from

不可分的Phrases&Expressionsexpectedprofit預(yù)期利潤(rùn)05P&Ee.g.I)Expectedprofitisacrucialthingtoconsiderwhensettingpriceforaproduct.為產(chǎn)品定價(jià)時(shí)，預(yù)期利潤(rùn)是一個(gè)關(guān)鍵的考慮因素。II)Thehigherthanexpectedprofitshowstherapidreboundinglobaldemandforluxuryproducts.這一高于預(yù)期的利潤(rùn)顯示了全球?qū)ι莩奁沸枨蟮目焖俜磸棥hrases&Expressions01P&E06decisionmaking決策；判定e.g.I)Wewanttoseemorewomeninvolvedindecisionmakingprocess.我們希望看到更多的女性參與到?jīng)Q策過(guò)程中。II)Employerstodaywantcollegegraduatestohavetheabilitiesofproblemsolvinganddecisionmaking.現(xiàn)在的雇主希望大學(xué)畢業(yè)生能具備解決問(wèn)題和決策的能力。Phrases&ExpressionsP&E07buying

experience購(gòu)買體驗(yàn)e.g.I)Topqualityservicewillhelpimprovethebuyingexperience.優(yōu)質(zhì)的服務(wù)有助于提升購(gòu)買體驗(yàn)。II)Pleasantbuyingexperiencehelpsboostcustomerloyalty.愉快的購(gòu)買體驗(yàn)有助于提高客戶的忠誠(chéng)度。Phrases&ExpressionsTask1Workinpairs.Readthepassageandanswerthefollowingquestions.1WhatkindofproductsissuitableforCross-borderE-commercesales?2Whatisaburstsell,flow-increaseproductandprofitableproduct?3Howtocreateaseriesofproducttitlesinanefficientway?Task21.Ourcollegeusedtobeabankingcollege,butnowit’sa________________college.2.Wearetotallydifferentpeopleandhavenothingin____________.3.____________systemincludescustomerservice,packaging,transportation,storage,distributionprocessingandi3.nformationcontrol.4.Hangzhouhastrafficrestrictionduring________hours.5.Thelabor’sunionisin________withmanagementoverworkinghours.6.Thiscampaignisto____________awarenessofenvironmentalissues.7.Thesolar________ofthemachinehelpsreducetheresourcecostandprotecttheenvironment.8.Herhusbandhas____________atableatherfavoriterestauranttocelebratetheirweddinganniversary.Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.comprehensivecom