跨境基础及电商1Chapter 2- Comments on Product Service

Chapter2跨境电商实用英语Chapter2CommentsonProduct/Service03Mini-Project02PassageReading01Warming-up目录CONTENSTAfterstudyingthischapter,youareexpectedto:AcquirebasicknowledgeaboutcommentsratingonCross-borderE-commerceplatformsUsecommunicativeskillsofremindingandconvincingcustomerstogivecommentsonproductsUseappropriateexpressionstoreplytocustomers’positivecommentsandnegativecommentsDevelopapersistentworkattitudeDevelopasincereattitudetowardscustomersLearningGoalsChapter2PARTONE/Warming-up01TaskWorkingroups.Lookatwhatthefollowingpeoplesayordoandexpressyourownopinionswithyourgroupmembers.Trytorelatetoyourpersonalexperience.Myfriendhasdecidedtobuyasilkscarffromthisonlineshopbecause98%ofthebuyershavegiventheirfavorablecommentstothisitem.Shesaidthebuyers’commentsarereliableandobjective.Customer’sreviewonCross-borderE-commerceisagoodvehicleforword-of-mouthmarketing.Customers’positivecommentscanimprovetheproducts’exposurerate.ABChapter2PARTTWO/PassageReading02CommentsonProductsCommentsonproductsrefertotheserviceevaluationfrombuyerstosellersaboutthedescriptionaccuracyofproducts,communicationquality,responsespeed,anddeliverytimeofproductsattheendofthetransaction.ForCross-borderE-commercesellers,commentsonproductsareveryeffectivesalestools.Morethan90%ofbuyerssaidtheywouldreadthecommentsbeforeplacingtheorder;morethan80%ofthebuyerssaidtheirbuyingbehaviorswereaffectedbypositiveratioandcommentsonproducts.Ifthebuyerhasrealpersonalfeelingandisimpressedbytheserviceafterconfirmingreceipt,hewillbeveryhappytomakeasatisfactoryevaluationonhisownshoppingexperience.Ifthesellerreceivespositivecomments,heshouldexpressthanks,suchasissuingcoupons,promotioncode,andspecialdiscountstostimulatebuyerstopurchaseagain.Ifthesellerreceivesnegativefeedback,heshouldletthebuyerexpressdissatisfactionandmakeupforittimely.Thesellercanalsoguidethebuyertorevisethenegativecomments.OnAliExpress,ifthesellerhasdifferentopinionswiththebuyer’snegativecomments,hecancontactthebuyerwithin30daysafterthecommentiseffective,thebuyercanmodifythecomment.Ifthebuyerdoesnotleaveacomment,thesellercansendamessageoremailtourgethebuyeraccordingtodifferentsituations.1.DirectlyaskthebuyertoleaveacommentDirectlyaskingthebuyertocommentistheeasiestwayforthesellertogetevaluation.Butbeforeasking,thesellershouldcontactthebuyerfirstandaskifheissatisfiedwiththeshoppingexperience.Ifthebuyerisnotsatisfied,thesellermustmakeupintimeandguidethebuyertoleaveapositivecomment.Ifthebuyerissatisfiedwiththeproductorservice,thesellercanaskthebuyertowritedetailedpositivecomments.2.ProviderewardsItwillbeeasierforbuyerstoleavepositivecommentsifsellersprovidesomerewards.Forexample,ifbuyersleavepositivecommentsanduploadpictures,thesellercanrewardthem¥2or5%offforthenextpurchase.Evenaverysmallrewardcanattractbuyerstowritecomments,andimprovecustomerloyalty.Now,mostoftheCross-borderE-commercewebsitesusethesemethodstostimulatebuyerstowritepositivecomments,andimprovebrandawareness.3.Showbuyer’scommentsSellerscanputbuyer’spositivecommentsandpicturesonthehomepage.Forexample,RosenfeldInjuryLawyersputthebuyerwhogivesafullscoreonthehomepage,whichcanstimulateotheruserstosendfeedback.Orthesellercansharethecommentsonsocialmedia.Inordertomakethecommentsmoreconvincing,thesellercanalsoallowbuyerstoprovideshortvideocomments,usuallywithin30seconds.Whencollectingcomments,sellersshouldclearlyexpresswhatkindofcommentstheywanttoreceiveinordertoavoidcollectingsimilarnon-specificcomments.Commentsaboutbuyer’spersonalexperiencearemoreeffectivethanthecommentsthatexpresslove,becausetheformerprovidesdetailedinformationandcanhelpdrivethepotentialcustomerstoplaceorders.Allinall,askingbuyerstogivefeedbackandcommentsisaveryimportantpartforCross-borderE-commerce.Ifsellerswanttoreceivepositivecomments,theymustfirstprovidethebestqualityproducts,themosteffectivecommunication,andtheexcellentafter-salesservices.Theyshouldalsoactivelyhelpbuyerssolveproblems,andletbuyersappreciatetheirearnestservice.产品评价

产品评价是指买家在订单交易结束后对卖家在交易中提供的商品描述的准确性、沟通质量及回应速度、物品运送时间的合理性等方面服务做出的评价。对于跨境电商卖家来说，产品评价是个很有效的销售工具。超过90%的买家称他们会在下单前先阅读产品底下的评论；63%的买家称他们的购买行为受好评率和评论的影响。

当买家确认收货时，对产品有了真实的感受，对前期的服务业印象深刻，买家是非常乐意对自己的购物体验做出满意评价的，如果收到好评，卖家一定要对买家进行答谢，发放优惠券、满立减、特别折扣等有助于买家再次消费。如果收到中差评时，卖家一定要让买家说出不满意的地方并及时弥补，可以引导买家修改好评。在阿里巴巴速卖通平台上，如果卖家对买家给予的中差评有异议时，卖家可在评价生效后30日内联系买家，由买家对其评价进行修改。

如果有客户没有做出评价，卖家需针对不同情况给买家发送留言或邮件进行催评。一、直接请求买家留评直接要求客户留评是卖家获得评价最简单的方法。但在这之前，卖家应该先联系买家，询问他们是否对订单满意。如果买家有不满意的地方，卖家一定要及时弥补，这样可以引导买家给予好评。如果买家对产品或服务满意，卖家可以让他们撰写好评。二、提供奖励机制卖家提供礼品会更容易让买家留下好评。比如买家给予好评并上传实物图可获得返现2元或者下次购买可享95折优惠等。就算是非常小的奖励，都能吸引买家写评论，甚至提高忠诚度。现在，大部分跨境电商网站都利用这些办法刺激客户撰写好评，提高品牌知名度。三、突出展示留评客户卖家可以将留好评客户的评论和图片放在主页上。比如RosenfeldInjuryLawyers将打满分的客户放在主页上，添加这些元素可以刺激其他用户发送反馈，或者可以把买家的评论分享到社交媒体账号。为了让评论更有说服力，卖家也可以让买家提供短视频评论，大概30秒以下。收集评论时，卖家要明确表达自己想要收到什么样的评论，才能避免收集到的评论内容泛泛。而反馈客户体验的评论要比表达喜爱的评论更有效，因为前者提供了详细的信息，有助于推动潜在客户下单。总而言之，让买家提供反馈和评价，对跨境电商来说是非常重要的环节。如果买家想要获得好的评论，必须要先提供最优质的产品、最有效的沟通和最完善的售后服务，积极帮助买家解决问题，让买家深刻体会到卖家的用心服务。NewWordsevaluation/ɪvæljʊ'eɪʃn/n.1actofascertainingorfixingthevalueorworthof评价；评估e.g.I)Studentsrewritetheirpapersandsubmitthemforfinalevaluation.学生们重写了他们的论文，并提交上去进行最后的评审。

II)Theproductneedsanexpertevaluation.这种产品需要专家评估。2negative/ˈnegətɪv/adj.consideringonlythebadsideofsth/sb;lackingenthusiasmorhope消极的；负面的；缺乏热情的e.g.I)Beingunemployedproducesnegativeattitudestowork.失业会使人对工作产生消极态度。

II)Scientistshaveafairlynegativeattitudetothetheory.科学家们对这个理论的态度是相当消极的。3revise/rɪˈvaɪz/v.tochangesth,suchasabookoranestimate,inordertocorrectorimproveit修改；修订e.g.I)Threeeditorshandledtheworkofrevisingthearticlesforpublication.三位编辑负责稿件的修订出版工作。

II)Theyrealizedthatsomeoftheirpriceswerehigherthantheircompetitors’andrevisedpricesaccordingly.他们意识到有些产品价格高于竞争对手，就相应调整了价格。4modify/ˈmɒdɪfaɪ/v.tochangesthslightly,especiallyinordertomakeitmoresuitableforaparticularpurpose调整；稍做修改；使更合适e.g.I)Neitherpartyshallmodifythecontractwithoutauthorization.任何一方未经授权不得修改合同。

II)Theofficesoftwarehasbeenmodifiedovertheyears.这款办公软件经过了多年的改进。5reward/rɪˈwɔ:d/n.athingthatyouaregivenbecauseyouhavedonesthgood,workedhard,etc.奖励；回报；报酬e.g.I)Thecompanyisstartingtoreaptherewardsoflong-terminvestments.这家公司开始收获长期投资的回报。

II)Hedeservesarewardforhisefforts.他积极努力，值得奖赏。6loyalty/ˈlɔɪəlti/n.thequalityofbeingfaithfulinyoursupportofsb/sth忠诚；忠实；忠心耿耿e.g.I)Improvingcustomer’sloyaltyandsatisfactionisourgoal.提升客户忠诚度和满意度是我们的目标。

II)Diligenceandloyaltysometimescompensateforthelackofability.勤勉和忠诚有时可弥补能力的不足。7convincing/kənˈvɪnsɪŋ/adj.thatmakessbbelievethatsthistrue令人信服的；有说服力的e.g.I)Hissalespitchwassmoothandconvincing.他的推销辞既流畅又有说服力。

II)ThisisthemostconvincingevidencethatIcanfindtoprovemypoint.这是我所能找到的证明我的观点的最有说服力的证据。Phrases&Expressions1e.g.I)Supplyanddemandcurvescanbeaffectedbyanumberoffactors.供需曲线受多种因素的影响。

II)Inthefirstcaseyouwillnotbeaffectedbythisissue.在前一种情况下，您不会被这一问题所影响。beaffectedby受……影响2e.g.I)Thepositiveratiocandirectlyreflectthebuyer’ssatisfactionwiththeproduct.好评率可以直接反映买家对产品的满意度。

II)Sellerstryeverymeanstoimprovethepositiveradio.卖家们想方设法提高好评率。positiveratio好评率3e.g.I)Ithinkpeoplewouldbeimpressedbyyourlanguageabilities.我认为人们会对你的语言能力印象深刻。

II)Youwillbeveryimpressedbyourhigh-qualityproducts.我们高质量的产品会给您留下非常深刻的印象。beimpressedby被……所感动；对……印象深刻4e.g.I)Nothingcanmakeupforherloss.没有什么可以弥补她的损失。

II)Youhavetomakeupforthemoneyshelost.你必须弥补她损失的金钱。makeupfor弥补5e.g.I)Customersatisfactionandbrandawarenessareimprovedgradually.客户满意度和品牌意识逐渐提高。

II)Onlinemarketingcanhelppeoplebuildbrandawareness.网络销售可以帮助人们建立品牌知名度。brandawareness品牌意识；品牌知名度Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.1

Whydomostsellersregardbuyers’commentsasaneffectivetool?Becausemorethan90%ofbuyerssaidtheywouldreadthecommentsbeforeplacingtheorder;63%ofthebuyerssaidtheirbuyingbehaviorwasaffectedbypositiveratioandcommentsonproducts.

Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.2

Whatshouldsellerdoifhe/shereceivesnegativefeedbacks?Ifthesellerreceivesnegativefeedback,hemustletthebuyerexpressdissatisfactionandmakeupforittimely,thesellercanalsoguidethebuyertorevisethenegativecomments.Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.3

Howcouldsellerurgebuyertoleaveacommentifbuyerdoesnotleaveanycomments?Ifthecustomerdoesnotleaveacomment,thesellercansendamessageore-mailtourgethebuyeraccordingtodifferentsituations.Thesellercandirectlyaskthebuyertoleaveacomment,providerewardsorputcustomers’positivecommentsandpicturesonthehomepage,etc.Task2Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.1Inviewofthepresentsituation,we’llhaveto_________ouroriginalplan.2Patientsaretaughthowto_________theirdiet.3Buildingbrand_________iscrucialtothesuccessofhiscompany.4Everythinghesaysisreasonableand_________.negativemodifyimpressstimulaterewardloyaltyconvincingrevisereviseconvincingloyaltymodifyCompletethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.5Inadditiontothe88positivecomments,16consumershad_________views.6Hewasgiventhepaidvocationasa_________forrunningthestoresuccessfully.7Thecompletionofthisproject_________theeconomyofthisregion.8Peoplewhohavevisitedourstorewillbe_________bythequalityproductswithreasonableprices.negativemodifyimpressstimulaterewardloyaltyconvincingreviseimpressedstimulatedrewardnegativeTask3TranslatethefollowingsentencesintoEnglish,usingtheexpressionsinbrackets.1原计划须加以修改。(revise)

————————————————————————————————2我们需要对这套新体系做出正确的评价。(evaluation)————————————————————————————————3消费者在决定要买什么物品的时候往往更重视负面消息，而不是正面消息。(negative)————————————————————————————————It

is

necessary

to

revise

the

original

plan.Consumers

generally

place

more

weight

on

negative

information

than

on

thepositive

when

deciding

what

to

buy.Weneedtocarryoutaproperevaluationofthenewsystem.

TranslatethefollowingsentencesintoEnglish,usingtheexpressionsinbrackets.4你提高了销售额，理应受到奖励。(reward)————————————————————————————————5该公司旨在在年轻消费者中培养品牌忠诚度。(loyalty)————————————————————————————————6材料供给不足会影响生产。(beaffectedby)————————————————————————————————Production

might

be

affected

byinsufficientsupply

of

materials.Youdeservearewardforincreasingsales.Thecompanyaimstocapture

brand

loyalty

among

young

consumers.Chapter2PARTTHREE/Mini-Project03在跨境电商平台上，买家评价是一个店铺赖以生存的重要指标。一个店铺运营得好坏，关键在于买家对产品或服务等好评数据的累积。在可预见的未来，无论是亚马逊、全球速卖通还是eBay,规则向用户倾斜的趋势将越来越明显。相较于国内电商，跨境电商的用户评价更加真实，能更准确地反映卖家状况。卖家应充分重视买家的评价：对于买家的好评，卖家应表示感谢或者引入一些店铺广告；对于买家的差评，卖家的回复要全面细致、措辞得当，尽可能让买家说出不满意的地方并及时弥补，进而引导买家修改评价。Sample1 邀请客户留评在货物妥投后2～3天内，卖家可以主动询问买家对产品是否满意，如果满意请其留下好评。如果有什么问题或者不满意之处，卖家应让买家在留下评价前先与其联系，并承诺会尽最大努力解决买家的疑问。Dear×××,AspartofCustomerSatisfactionteam,Iwanttoreachouttolearnwhetheryouhavereceivedtheproduct.Ijustwantedtomakesurethatyou’rehappywithourproduct.Ifyouhaveanyissues,pleasereplytothismessagesoIcanmakeitright.We’reasmallbusinessandwecan’texistwithoutcustomers’commentsandreviews.Yourcommentissoimportanttous！Ifyouthinkwe’vedoneagoodjob,Iwouldreallyappreciateitifyouwouldleaveusyourpositivecomment.Ifyou’renotsatisfied,letusmakeitrightbeforeleavingnegativecomment.Emailusandwewilldowhateverittakestomakeyouhappy.Iwanttopersonallythankyouforbeingoneofourcustomers.Weloveourcustomersandwillalwaysbehereifyouneedus.TakeCare!Yourssincerely,×××Sample2 回复好评客户店铺的好评率越高，越有助于提高客户对店铺的信任度。如果同款产品的质量、价格都一样，客户肯定会选择在好评率高的店铺购买。卖家收到买家的好评后，一定要及时答复，感谢买家的好评，并提供特别折扣、发放优惠券等促使买家再次消费。一封高质量的好评回复在称呼上需要使用客户的名字，让客户觉得有亲切感；落款名称可以是客服的名字，以便让客户觉得自己并不是和一个冷冰冰的互联网在交易，这样也方便后续的邮件营销和SNS营销等。Dear×××,IjustnoticedthatyouleftpositivefeedbackandIwanttopersonallythankyou.Itmeansalottomysmallbusiness.Wewillgiveyouagooddiscountforyournextpurchaseandhopetobuildupalong-termrelationshipwithyou.Thanksagainforpositivefeedbackandhaveagoodday！Yourssincerely,×××Sample3 回复中差评客户卖家收到买家的中差评时，一定要通过站内信、邮件等方式积极和买家沟通，向他们表达诚挚的歉意，问清楚是质量问题还是物流太慢或是包装破损导致买家给予差评，并主动提出解决问题的方案。例如：买家表示产品质量不好，卖家可以答应给其退换货或退款，同时给予一定的补偿。卖家应用行动和诚意逐步引导买家移除中差评，修改为好评。Dearfriend,Wefeelverysorrythatyouareunsatisfiedwithourproductorservice.Pleaseacceptoursincereapology.Wewillbemorecarefulnexttime,andtryourbesttobemoreprofessional.Asanewstore,customers’commentsplayaveryimportantroletoourshop,sowehopethatitwillbeachancetohelpustoreviseyournegativecommentintoapositivecomment.Ifyoucouldkindlyrevisethecomment,wewouldresendtherightitemwiththeleastpossibledelayandgiveyouanadditionaldiscount.Manythanksforyoursupportandyourkindunderstanding.Iamlookingforwardtoyourreply