跨境基础及电商1Chapter 2- Title Description

Chapter2跨境电商实用英语Chapter2TitleDescription03Mini-Project02PassageReading01Warming-up目录CONTENSTAfterstudyingthischapter,youareexpectedto:AcquirebasicknowledgeaboutproducttitledescriptiononCross-borderE-commerceplatformsLearntherelativewordsandexpressionsUnderstandtheprocedureofwritingagoodproducttitledescriptiononCross-borderE-commerceplatformsDevelopaseriousandpracticalworkstyleLearningGoalsChapter2PARTONE/Warming-up01TaskTitledescriptionisimportanttoaproduct.Lookatthefollowingtwoproducts,anddiscusswithapartnerabouthowthetitledescriptionlooksofeachproduct.Chapter2PARTTWO/PassageReading02TitleDescriptionTitledescriptionisusuallythefirststepofreleasingproducts,andiscrucialtoCross-borderE-commerceproducts.Whenbuyersselectproductsonthird-partyCross-borderE-commerceplatforms,theyoftensearchthroughkeywords.Agoodtitleallowsproductstobesearchedbybuyers,maximizesthepageviewsofproducts,increasesproductexposure,improvesproductranking,aswellasstimulatesbuyers’desiretobuy.Agoodtitledescriptionshouldstimulatebuyers’desiretobuyimmediatelyaftertheyseethetitleandwithoutevenclickingintothedetails.Thefirstthingtofollowisthatweneedtomakesurethetitledescriptionisacollectionofproductkeywords.Therefore,wemustputthecoreandmostaccuratekeywordsofproductsinthetitledescription.Ingeneral,titledescriptionconsistsofcorewords,attributewords,long-tailkeywords,etc.Insimpleterms,thecorewordsarethekeywordstodescribetheproducts.Forexample,thecorewordofawomen’sdresscanbe“dress”or“women’sdress”.Attributewordsareusedtodescribeproducts’attributes,suchascolor,size,material,style,use,etc.Long-tailkeywords,alsoknownasflowwords,refertothekeywordsthatdonothavemuchrelationshipwiththeproducts,butcanbringmorepageviews,suchas“plus-size”,“freeshipping”,“wholesale”,etc.Afteraperiodofshopoperation,therewilloftenbehundredsoreventhousandsofproducts,andmanyofthembelongtothesamecategory.Ifweareconscientiousabouteachtitledescription,theworkloadistooheavy.Soforthesamecategoryofproducts,wecanusetitletemplates.Thatis,thecorewordsstaythesame,changeattributewordsaccordingly,andreplacethelong-tailkeywords.Forexample,underthecategoryofwomen’sdress,wemayuploadavarietyofproducts.Everyproducthasdifferentcolors,styles,materialsandsoon.First,wecansetcorewordsforthiscategoryofproducts,suchas“2018FashionWomen’sDress”.Thenitcanbeusedasthebeginningofallproducts’titlesunderthiscategory.Thenwecansetdifferentattributewordsaccordingtothedifferentattributesofproducts,suchasdifferentcolors,length,style,etc.,sothatthereisadifferencebetweeneachproduct.Finally,wecansetthelong-tailkeywordsthatwillbringusmorepageviews.Inthisway,wecanproduceaseriesofhigh-qualitytitledescriptionsquicklyandefficiently.TherulesofthemajorCross-borderE-commerceplatformsarenotthesame.Forexample,thetitleofproductsonAliExpresscanbesetupto128characters,butDHgateallows140characters.However,sometipsonproductdescriptionsarecommon.Herearesometips:Usethedataanalysistools(suchasthedataanalysistoolofAliExpress:Datafromverticalandhorizontal)tosetthehotkeywords;Trytoputcorewordsasearlyaspossible,bestinthefirstfivewords;Capitalizethefirstletterofeachkeywordexceptfor“the”,“a”andotherprepositions;Maximizetheuseofcharacters;Donotpileupkeywords;Donotusekeywordsthatdonotmatchtheproducts’realinformation;Avoidtheuseofsensitivewords,suchascheap,fakeandsoon;Makethetitleasclearandcoherentaspossible,andnatureinEnglish.标题描述产品标题描述往往是发布产品的第一步，对一个跨境电商产品来说具有举足轻重的作用。买家在跨境电商第三方平台购买商品时，往往会通过关键词搜索来寻找产品。一个好的标题能让你的产品被买家搜索到，最大化地为产品带来流量，提高产品曝光量，提升产品排名，并且激发买家的购买欲望。一个好的标题，要让买家在看到的第一时间，即使不需要点开看产品的详细描述，也能产生购买欲望。要做到这一点，首先要明确的是，产品标题是产品关键词的集合。所以，一定要把产品最核心、最精准的关键词体现在产品标题中。一般来说，产品标题由核心词、属性词、长尾关键词等构成。简单来说，核心词就是描述这件产品是什么的关键词。比如，一件女式连衣裙的核心词可以是dress或者women’sdress。属性词是指描述产品属性的词，比如颜色、尺码、材质、风格、用途等。长尾关键词又称流量词，是指那些与产品本身没有太大关系，但是能为我们的产品带来流量的关键词，比如加大码（plussize）、免运费（freeshipping）、批发（wholesale）等。我们的店铺经过一段时间的运营之后，往往会拥有几百甚至上千的产品，而其中有很多产品属于同一类目。如果我们对每一个产品都认认真真设置标题，工作量太大了。所以我们可以对同一类目下的产品采取标题模板的方法，也就是说，核心词是不变的部分，属性词是可变的部分，而长尾关键词是可替换的部分。比如刚刚提到的女式连衣裙，这个类目下我们也许会上传多种产品，每个产品的颜色、款式、材质等各不相同。我们首先为这类产品设置一个核心词，比如2018FashionWomen’sDress，那么这个类目下的所有产品标题都可以以这个作为开头。接下来我们可以根据不同的产品设置不同的属性词，比如不同的颜色、长度、款式等，这样每个产品之间就有了区别。最后我们再放置能为我们带来流量的长尾关键词。这样，我们就能快速、批量得制作出一系列高质量的产品标题了。虽然各大跨境电商平台的规则不尽相同，比如速卖通的产品标题最多可以设置128个字符，而敦煌网则是140个字符，但是一些产品标题描述的小技巧却是通用的。以下是一些标题描述的小技巧：1. 使用数据分析工具（如速卖通的数据纵横）来设置热搜词；2. 核心词尽量靠前出现，最好在前5个词中出现；3. 除the、a等介词外，每个关键词的首字母大写；4. 尽可能最大化地使用限定字符数；5. 不要堆砌关键词；6. 不要使用与产品真实信息不符的关键词；7. 避免使用敏感词，如cheap、fake等；8. 尽可能使标题读起来通顺，符合英文表达。NewWordscrucial/ˈkruʃəl/adj.1extremelyimportant,becauseitwillaffectotherthings至关重要的；关键性的e.g.I)Signingthiscontractiscrucialtothesuccessofourcompany.签订这份合同对于我公司的成功至关重要。

II)Agoodreputationiscrucialtorunninganonlinestore.良好的声誉是经营网店的关键。2keyword/ˈki:wɜ:d/n.awordorphrasethatyoutypeonacomputerkeyboardtogiveaninstructionortosearchforinformationaboutsth关键词；关键字（用于指令或检索）e.g.I)Youcansearchforwhatyouwanttobuywiththekeyword.您可以使用关键词搜索您想购买的产品。

II)IwouldenterthiskeywordonBaidu.我会在百度（搜索引擎）中输入这个关键词。3maximize/ˈmæksɪmaɪz/v.toincreasesthasmuchaspossible使增加到最大限度e.g.I)Inordertomaximizeprofitthefirmwouldseektomaximizeoutput.为了使利润最大化，这家公司要设法使产量最大化。

II)Itiswisetobuyatdealerpricessoyoucanmaximizeyourprofitsifyouresell.以经销商的价格购买是明智的，这样你就可以在转售时获得最大利润。4exposure/ɪkˈspəʊʒə(r)/n.theattentionthatsomeoneorsomethinggetsfromnewspaper,television,etc.曝光；曝光量e.g.I)Productexposurereferstohowmanytimesyourproducthasbeenseenbythecustomers.产品曝光量是指你的产品被客户看到的次数。

II)Highproductexposuredoesn’tnecessarilymeansmoreorders.产品曝光度高并不一定意味着订单多。5stimulate/ˈstɪmjuleɪt/v.tomakesthdeveloporbecomemoreactive;toencouragesth促进；激发；激励e.g.I)Thebeautifulpicturesoftheproductstimulatesbuyers’desiretobuy.精美的产品图片激发了顾客的购买欲望。

II)Theexhibitionstimulatespeople’sinterestinhispaintings.这次展览激发了人们对他的画作的兴趣。6accurate/ˈækjərət/adj.confirmingexactlyoralmostexactlytofactortoastandardorperformingwithtotalaccuracy准确的；精准的e.g.I)SomepeoplebelievethattheprintmediaaremoreaccurateandmorereliablethantelevisionandtheInternet.有些人认为印刷媒体比电视和互联网更准确、更可靠。

II)Youhavetomakesuretheproductdescriptionisaccurate,oryoumightreceivecomplaintfrombuyers.你必须确保产品描述是准确的，否则可能会收到来自买家的投诉。7attribute/əˈtrɪbju:t/n.aqualityorfeatureofsb/sth属性；性质；特征e.g.I)Majorproductattributesincludecolor,size,material,etc.产品属性主要包括颜色、尺寸、材质等。

II)Patienceisoneofthemostimportantattributesinateacher.耐心是教师最重要的品质之一。8conscientious/ˌkɒnʃiˈenʃəs/adj.takingcaretodothingscarefullyandcorrectly 认真的；尽责的；小心谨慎的e.g.I)Sheisveryconscientiousandneverskimpsherwork.她非常认真，工作从不敷衍了事。

II)Moststudentsatourschoolareconscientious.我们学校的大多数学生都很认真。9template/ˈtempleɪt/n.athingthatisusedasamodelforproducingothersimilarexamples模板；样板；范例e.g.I)Hereisatemplateforinterviewquestions.这是采访问题的一个模板。

II)Aphonebooktemplateisnormallyincludedinanewcellphone.新手机中通常包含一个电话簿模板。10accordingly/əˈkɔ:dɪŋli/adv.inawaythatisappropriatetowhathasbeendoneorsaidinaparticularsituation相应地e.g.I)Wehavetofindouthisplansandactaccordingly.我们必须找出他的计划并采取相应的行动。

II)Astheeconomydevelops,thepurchasingpowerofthepeoplehasbeenimprovedaccordingly.随着经济的发展，人们的购买力也相应提高了。11coherent/kəʊˈhɪərənt/adj.logicalandwellorganized;easytounderstandandclear有条理的；清楚易懂的e.g.I)Goodinterpretationshouldbecoherentandintelligible.好的翻译应该是连贯易懂的。

II)Thepresidentwassocalmandcoherentwhenheansweredquestionsintheinterviewlastnight.总统在昨晚的访谈中回答问题时表现镇定、条理清楚。Phrases&Expressions1e.g.I)Marketresearchhelpsustodeterminethebesttimetoreleaseproducts.市场调研帮助我们确定发布产品的最佳时机。

II)Wehavetoinvestmoremoneyinordertoreleaseproductstothemarketassoonaspossible.为了尽快将产品投入市场，我们必须投入更多的资金。releaseproducts发布产品2e.g.I)Ahealthydietshouldconsistofwholefoods.健康的饮食应由各种食品构成。

II)Thecommitteeconsistsoftenmembers.委员会由10人组成。consistof由……组成；由……构成；包括3e.g.I)Thepopularityofplussizemodelstellsusthatthetraditionalidealsofbeautyarebeingchallengednow.大码模特的流行告诉我们传统审美观念正在面临挑战。

II)PlussizeclothessellwellonAliExpressandotherCross-borderE-commerceplatforms.大尺码服装在速卖通和其他跨境电商平台销售良好。plussize大尺码；加大码4e.g.I)WarehousemarketssuchasCostcoandSam’sallowmemberstobuygoodsatwholesaleprices.仓储式超市，如开市客和山姆店，允许会员以批发价购买商品。

II)IfyoubuyinquantitiesonDHgate,youcangetwholesaleprices.如果在敦煌网上批量采购，你可以获得批发价。wholesale批发5e.g.I)Buyersplaceordersforavarietyofreasons.买家下单的原因多种多样。

II)Hangzhouoffersavarietyofattractions.杭州提供了各种各类的景点。avarietyof多种式样的6e.g.I)Thestudentsattendedthelectureaskedaseriesofquestions.参加讲座的同学提出了一系列问题。

II)Wepreparedaseriesofpromotionactivitiesforthe“DoubleEleven”.为了迎接“双11”，我们准备了一系列促销活动。aseriesof一系列；一连串7e.g.I)Thewatercameuptohischest.水涨到了他的胸部。

II)Thetaxescameuptoahugesum.各种税加起来是一大笔钱。upto一直到；多达8e.g.I)Wecanusesomedataanalysistoolstohelpusunderstandtheperformanceofourstore.我们可以使用一些数据分析工具来帮助我们了解店铺的运营情况。

II)Somedataanalysistoolscanhelpusfindpopularandhotkeywords.一些数据分析工具能帮助我们找到流行和热搜的关键词。dataanalysis数据分析9e.g.I)PilingupsynonymouskeywordsintheproducttitleisaviolationoftherulesofmostCross-borderE-commerceplatforms.在产品标题中堆砌同义关键词违反大部分跨境电商平台的规则。

II)Problemswillpileupduringwork.工作中的问题会越积越多。pileup堆砌；堆积Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.1

Whyistitledescriptionimportanttoaproduct?2

Whatarecorewords,attributewords,andlong-tailkeywords?3

Howtocreateaseriesofproducttitlesinanefficientway?Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.1

Whyistitledescriptionimportanttoaproduct?Whenbuyersselectproductsonthird-partycross-bordere-commerceplatforms,theyoftensearchthroughkeywords.Agoodtitleallowsyourproductstobesearchedbybuyers,maximizesthepageviewsofproducts,increasesproductexposure,improvesproductranking,aswellasstimulatesbuyers'desiretobuy.Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.2

Whatarecorewords,attributewords,andlong-tailkeywords?Corewordsarethekeywordstodescribetheproducts.Attributewordsareusedtodescribesproducts’attributes,suchascolor,size,material,style,use,andsoon.Longtailkeywords,alsoknownasflowwords,refertothekeywordsthatdonothavemuchrelationshipwiththeproducts,butcanbringmorepageviews,suchas“plussize”,“freeshipping”,“wholesale”andsoon.Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.3

Howtocreateaseriesofproducttitlesinanefficientway?Wecanusetitletemplates.Thatis,thecorewordsstaythesame,changeattributewordsaccordingly,andreplacethelongtailkeywords.Task2Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.1

Crueltyisanormal_____________ofhumanbehavior.2

Oneofthe“7C”principlesofbusinesscorrespondenceis___________.3

Inorderto____________customerstobuy,wedecidedtogivesomediscounts.4

Teamworkspiritandabilityisa____________qualificationforateamleader.accuratestimulatemaximizecrucialconscientiousattributecoherentaccordinglyattributecoherentstimulatecrucialCompletethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.5

Quartztimepiecesarevery____________，toaminuteortwoperyear.6

Eachpoliticalpartyhasitsowninterests,andwillact____________.7

Sheisa____________person,soshewillnevermakeamistakelikethis.8

Therestaurantownerhasfiredseveralfull-timewaiterstocutbudgetand ____________p