外贸英语函电 课件 第十八章 跨境电商英文写作Cross-border E-commerce English Writing

第十八章

跨境电商英文写作Cross-borderE-commerceEnglishWriting学习目标

了解跨境电商英文写作的特点。

了解跨境电子商务英文写作的方法和技巧。

通过案例熟悉掌握跨境电商背景下的英文写作简介

跨境电子商务，简称跨境电商，是指分属不同关境的交易主体，通过电子商务平台达成交易，进行支付结算，并通过跨境物流送达商品、完成交易的一种国际商业活动。跨境电商在国际贸易中起到了重要作用：

首先，跨境电商提供了更广阔的市场机会。

其次，跨境电商降低了贸易壁垒和成本。

最后，跨境电商促进了商品的品牌建设和形象提升。

外贸英文函电是跨境电商中不可或缺的一部分，为供应商和买家之间的沟通提供了便利。通过准确的语言表达和清晰的信息传递，可以建立起供应商与跨境电商之间的信任关系。同时，外贸英文函电也有助于跨境电商拓展海外市场，吸引更多国际买家。跨境电商英文函电的写作特征一.词汇特征（LexicalFeatures）第一，涉及面广，专业度较强。因跨境电商涉及服装、家居、饰品等众多产品类目，在跨境电商平台上所应用的英语词语具有多样性和广泛性的特点。另外，跨境电商业务涉及国际贸易、计算机、广告、金融、法律等领域，具有非常严谨的专业性，所以大量专业术语被采用。第二，较高的精准度。在电商贸易平台中，精准度是应用英语词汇过程中所必须具备的准则之一。第三，表达灵活并具有简洁性。跨境电商跨境电商英语用词明白易懂，简洁达意、语言平实。除精炼易懂的表达外，同时也不乏一些灵活和具有创意、网络特征和时代特征的语言。如：“Protectingyourpurchasefromclicktodelivery.（从下单到发货，您的购买都受到保护。）”第四，缩略词的使用。跨境电商英语缩略词因语言简练，表达方便，不仅使用频率高，还有扩大化的趋势，常见缩略方式有：1）截取部分单词，如：info信息；Intro简介；promo促销；2）字母或数字谐音，如：U指你；O2O指线上到线下的商业模式；3）首字母缩略，如：EIN指ExporterIdentificationNumber出口商识别码；FAQ指FrequentlyAskedQuestions；SEO指SearchEngineOptimization搜索引擎优化。跨境电商英文函电的写作特征第五，新词。因跨境电商行业依托信息网络技术发展迅猛，新创词不断涌现，如：加购（AddtoCart），满减（moneyoff），网红（socialinfluencer），引流（drivetrafficto），五星好评（five-starpositivefeedback），限时抢购（flashdeal）等。第六，复合词。复合词一般指由两个或两个以上自由词组成的词语。为传递信息、简化语句结构，跨境电商英语中出现大量复合词。如：freetracking（免费追踪服务），merchant-fulfilled（买家自行配送的），manufacturer’ssuggestedretailprice（制造商建议零售价），buyonegetonefree（买一送一），pay-as-you-goplan即付即用销售计划，up-and-comingproducts（新推商品），cost-per-clickbid（每次点击费用竞价），click-and-mortarbusiness（电子沙浆业务，即传统和电子商务结合的模式）等。第七，口语化。相对于传统的外贸函电来说，电子商务函电的语言更为非正式一些。常会出现一些口头化的表达。如：“Hopeyouarefineanddoingwell.（希望你一切安好！）”

二.句法特征（syntacticalfeatures)第一，主动句多。在跨境电商平台进行营销推广时，跨境电商文本趋向于较多使用主动结构以强调包括交易双方、平台运营方、第三方服务商等跨境电商各方的主体性。如：“Youwillenjoy30%offforalltheproducts.（您将享有所有产品30%的折扣）”。第二，句式结构相对简单以便于阅读，提高工作效率。有时会大量使用简单句和单个词来表达意思，有时句子中省略成分很多，甚至还出现不符合语法规范的句子。如：“Goodquality,butthinnerthanexpected.（质量好，但比期望的要薄。）”这样的不完整句子。三.格式及写作原则跨境电商函电的格式简约。撰写时一般不太拘泥于正式的英文商务信函的格式要求，通常由称呼、正文、客套结束语和签字等这几个部分组成。跨境电商英语写作原则依然和传统商务英语函电一样，即遵循清楚、简洁、具体、礼貌、体谅、完整和正确等七大商务英语写作原则。只是总的来说跨境电商英语函电较传统商务英语函电而言更加随意、直截了当和言简意赅些。跨境电商交易基本流程一、选品（selectionofcommodities）二、刊登（publication）三、选择供应商（selectionofsuppliers）四、销售（promotion）五、成交（conclusionofadeal）六、支付货款（payment）七、物流运输（logistics）八、海关清关（customsclearance）九、订单交付（deliveryoforder）十、售后服务（after-salesservice）跨境电商函电举例

向顾客推销商品May11,2023DearSir,Hopethingsarewellwithyou!Inquiriesregardingournewproduct,theDeerMountainBike,havebeencominginfromallpartsoftheworld.Reportsfromusersconfirmwhatweknewbeforeitwasputonthemarket-thatitisthebestmountainbikeavailable.Enclosedisourbrochure.Sincerelyyours,询价June1,2023DearSir,Wereceivedwiththanksyourpromotionalletterandbrochuretoday.WebelievethatyourproductswillsellwellhereintheU.S.A.PLSsendusfurtherdetailsofyourpricesandtermsofsale.Wewouldlikeyoutoquotecompetitivepricesinordertosecureourbusiness.Welookforwardtohearingfromyousoon.Truly,June4,2023DearSir,ThankyouforyourinquiryofJune1concerningtheDeerMountainBike.Itisourgreatpleasuretosendyouthetechnicalinformationonthemodeltogetherwiththecatalogandpricelist.Afterstudyingthepricesandtermsoftrade,youwillunderstandwhyweareworkingtocapacitytomeetthedemand.Welookforwardtotheopportunityofbeingofserviceofyou.Sincerely,

报价讨价还价June8,2023DearSir,Wehavereceivedyourpricelistsandhavestudieditcarefully.However,thepricelevelinyourquotationistoohighforthismarket.Ifyouarepreparedtograntusadiscountof10%foraquantityof200,wewouldagreetoyouroffer.Youshouldnotethatsomepricecutwilljustifyitselfbyanincreaseinbusiness.Wehopetohearfromyousoon.Yourstruly,同意进口商的还价June12,2023DearSir,ThankyouforyourletterofJune8.Wehaveacceptedyourcounter-offeronthetermssuggested.Enclosedyouwillfindaspecialpricelistthatwebelievewillmeetyourideasofprices.Youshouldnotethattherecentpriceadvancesinrawmaterialshaveaffectedthecostofthisproductunfavorably.However,foryourorderwehavekeptourpricesdown.Sincerely,谢绝进口商的还价June12,2023DearSir,ThankyouforyourletterofJune8.Weregretthatwecannotmeetyourterms.Wemustpointoutthatthefallingmarkethereleavesuswithlittleornomarginofprofit.Atpresentwehavenochoicebuttodeclineyourrequestforalowerprice.However,wecanconsiderprovidingyouwithakeenerpriceinrespecttoyourfutureorders.Ourcurrentsituationdoesnotgiveusanyroomforbargaining.Wehopeyouwillreconsiderouroffer.Sincerely,正式下订单June15,2023DearSir,WehavediscussedyourletterofJune8andacceptyourofferonthetermsquoted.Wearepreparedtogiveyourproductatrial,providedyoucanguaranteedeliveryonorbeforeSeptember20.Theenclosedorderisgivenstrictlyonthiscondition.Wereservetherightofrefusalofdeliveryand/orcancellationoftheorderafterthisdate.Truly,确认订单June20,2023DearSir,ThankyouverymuchforyourorderofJune15for200DeerMountainBikes.Wewillmakeeverypossibleefforttospeedupdelivery.Wewilladviseyouofthedateofdispatch.Weareatyourserviceatalltimes.Sincerely,卖方请求开立信用证June21,2023DearSir,ThankyouforyourorderNo.599.Inordertoexecuteit,pleaseopenanirrevocableL/CfortheamountofUS$50,000inourfavor.ThisaccountshallbeavailableuntilSep.20.UponarrivaloftheL/Cwewillpackandshiptheorderasrequested.Sincerely,

买方通知已开立信用证

June24,2023DearSir,ThankyouforyourletterofJune21enclosingdetailsofyourterms.AccordingtoyourrequestforopeninganirrevocableL/C,wehaveinstructedtheBeijingCityCommercialBanktoopenacreditforUS$50,000inyourfavor,validuntilSeptember20.Pleaseadviseusbyfaxwhentheorderhasbeenexecuted.Sincerely,卖方请求延期信用证Sept.1,2023DearSir,Wearesorrytoreportthatinspiteofoureffort,weareunabletoguaranteeshipmentbytheagreeddateduetoastrikeatourfactory.WeareafraidthatyourL/Cwillexpirebeforeshipment.Therefore,pleaseexplainoursituationtoyourcustomersandsecuretheirconsenttoextendtheL/CtoSeptember30.Sincerely,买方同意修改信用证Sept.5,2023DearSir,Wereceivedyourlettertodayandhaveinformedourcustomersofyoursituation.Asrequested,wehaveinstructedtheBeijingCityCommercialBanktoextendtheL/CuptoandincludingSeptember30.Pleasekeepusabreastofanynewdevelopment.Sincerely,

商家要求用支付宝付款

Sept.1,2023DearSir,Itwillbemorecost-effectiveforyoutopurchasetwoproducts,freeshipping.Ifyoudonotactquickly,thegoodsintheshoppingcartwillbesoldout.PleaseusePayPaltocompletethepurchase.Wewilldeliverassoonaspossible.Iwishyouahappylife!Sincerely,敦促付款Dearcustomer,Thewheellightsyoulikearestillwaitingforyouintheshoppingcart.Ihavetosaythatyourvisionisverygood.Thisproductisthemostpopularproductinourstoreandhasbeenlovedbymanypeople.Ourstockislimited!Hurryupandbuyit!Iwishyouahappylife!

Sincerely回复买方投诉Dearcustomer,Iamverysorrytolearnfromyourlette