跨境基础及电商1Chapter 3- Product Description

Chapter3跨境电商实用英语Chapter3ProductDescription03Mini-Project02PassageReading01Warming-up目录CONTENSTAfterstudyingthischapter,youareexpectedto:KnowwhatproductsaresuitableforCross-borderE-commercesalesAcquirebasicknowledgeaboutproductstructureofanonlineshopandknowdefinitionsofburstsells,flow-increaseproductsandprofitableproductsLearntherelativewordsandexpressionsUnderstandtheprocedureofmakingagoodproductdescriptiononCross-borderE-commerceplatformsDevelopacarefulandrigorousworkingattitudeLearningGoalsChapter3PARTONE/Warming-up01TaskProductdescriptionisimportanttoaproduct.Lookatthefollowingproductdescription,anddiscusswithapartneraboutwhatinformationweshouldincludeintheproductdescription.SizechartPaymentCreditcardonlineisavailable.WeacceptpaymentbyPaypal,T/TandWesternUnion.Afteryourpaymentclearedwewilldelivertoyouwithin3businessdays.Ifthereisanyimportdutiesortaxes,itisbuyer’sresponsibility.Althoughwehavegreatconfidenceinthequalityandpricesofeveryproductwesell,wecannotguaranteeallbuyerswouldbe100%satisfiedwiththemduetodifferentreasons.Butnomatterwhathappens,wepromisewewilldoourbesttosolveanyproblemsoccuredduringtransactions.Ifyouhaveadefectiveitemwhichyouwishtoreturnorexchange,pleasecontactuswithin3businessdaysfromdateyoureceivetheshipment.ABWarrantyShippingFeedbackChapter3PARTTWO/PassageReading02ProductDescriptionProductsareessentialtoCross-borderE-commerce.Itcanbesaidthatrightproductscanhelpcompaniesgaintheworld.Ingeneral,productsthataresuitableforCross-borderE-commercesaleshavethefollowingcharacteristics:Small,light,andhighaddedvalue.Inshort,“smallandbeautiful”productsaremostsuitableforsalesonCross-borderE-commerceplatform.Whenlookingforproductsforonlineshops,payattentiontotheproductstructure.TherearemainlythreetypesofCross-borderE-commerceproducts:Burstsells,flow-increaseproductsandprofitableproducts.Burstsellsarehotproducts,withhighflow,highexposure,largeorders,andothercharacteristics.However,burstsellsarenotthesourceofprofitsforshops.Usually,thepriceofburstsellsislow,andthedirectimpactisthattheprofitmarginsaresmall,evenwithnoprofitmargins.Thus,itisrecommendedthatshopsonlyset1-2burstsellsperstore.Createburstsellsbyreducingprice,increasingdiscountrates,whichwillbringalotofpageviewsandordersintheshorttermfortheshop,aswellaspromotethesaleofotherproducts.Flow-increaseproductsrefertotheproductsthatcanincreasepageviewsfortheshop.Sameasburstsells,thepriceofflow-increaseproductsisalsolow,andtheyarenottheprimarysourceofprofits.Itisrecommendedthateachshopsetaboutfiveflow-increaseproducts,sothatshopsdonotneedtoinvestalottoincreasetheflow.Ifshopschooseflow-increaseproductsandburstsellsreasonably,itwillhelpshopsgrowrapidlyintheearlystage.Theoperationofashopisinseparablefromprofits,andprofitableproductsarethemainsourceofprofits.Ingeneral,inadditiontoburstsellsandflow-increaseproducts,otherproductsintheshopareallprofitableproducts.Theseller’svaluationontheexpectedprofitoftheproductsdeterminestheprofitability.Thepageviewofthiskindofproductisnotlarge,buttheprofitofasingleproductishigh.Thesellershouldreservediscountspaceforthiskindofproducts,sothesellercandiscountthemduringtheflowpeakofplatformorpromotionperiod.Oncewehavedecidedonproductstructureofthestore,weneedtohaveamorecomprehensiveunderstandingoftheproductcategory,sothatwecanbetterintroduceanddisplaytheattributesandcharacteristicsoftheproductsintheproductdescription.Althoughthemajorplatformshavedifferentrulesabouttheproductdescription,therearestillsomecommonskillsandtricks:Followthe“FAB”method,whichreferstoFeature,Advantage,andBenefit;Truthfullydescribetheproducts,otherwisetherewillbefollow-updisputessuchasproductsnotasdescribed;Donotincludetoomanypictures,otherwisetheloadingtimewillbetoolong,andthatwillprobablyresultinanegativeeffectonthebuyer’sdecisionmakingprocess,bestbetween10-12pictures;Beassimpleaspossibleintheproductdescription,generallybetween100-300words;Includelogistics,payment,after-salesserviceandotherinformationintheproductdescription;Paragraphthedescriptiontoenhancethebuyer’sbuyingexperience;Makeuseofcustommodulessuchasrelatedsalestoincreasethesalesofsimilarproducts,neworprofitableproducts.产品描述产品是跨境电商的关键，可以说，得产品者得天下。一般来说，适合在跨境电商第三方平台销售的产品具有以下几个特点：体积小，重量轻，附加值高。简单来说，“小而美”的产品最适宜在跨境电商平台进行销售。在为一个跨境店铺选品时，要注意产品结构的合理性。跨境产品主要有三个层次，即爆款、引流款和利润款。爆款，顾名思义就是火爆的产品，具有高流量、高曝光量、高订单数等特点。但是，爆款却不是店铺的利润来源。一般情况下，爆款的价格较低，带来的直接影响就是利润空间小，甚至没有利润空间可见。这样的产品建议每间店铺设置1-2件，通过降低价格、提高打折力度来打造爆款，从而在短期内为店铺带来大量的流量和订单，并促进其他产品的销售。引流款，是指为店铺带来流量的产品。和爆款一样，引流款产品价格也较低，不是利润的主要来源。引流款建议每间店铺设置5件左右，这样在带来流量的同时，对卖家的成本投入要求不会过高。引流款与爆款产品合理配合，将帮助店铺在前期快速成长。一个店铺的运营离不开效益，利润款就是店铺主要的盈利产品。一般而言，除了爆款和引流款，店铺其他产品都是利润款。利润率由卖家根据对商品预期利润的估值来决定。虽然这类产品流量不大，但是单件产品的利润高。这类产品也要注意预留折扣空间，方便利用平台的流量高峰期或促销活动进行打折或降价。确定好店铺的产品结构后，我们对于自己经营的产品类目需要有一个较为全面的了解，这样才能在产品描述中更好地为顾客介绍和展示产品的属性和特点。虽然各大平台对产品描述的规则不尽相同，但依然有一些通用的技巧和诀窍。1) 遵循“FAB”法，即属性（Feature）、作用（Advantage）和利益（Benefit）;2) 一定要如实进行产品描述，否则后续容易出现货不对板等纠纷；3) 图片不宜过多，否则加载时间过长将影响买家做出购买决策，10-12张为宜；4) 产品描述尽量简洁，一般在100-300个单词之间；5) 在产品描述中包含物流、支付、售后服务等信息；6) 写作时注意分段，提升买家的购买体验；7) 善用关联销售等自定义模块，带动同类型产品、新品或利润款产品的销售。NewWordsburst/bɜ:st/n.1

ashortperiodofaparticularactivityorstrongemotionthatoftenstartssuddenly爆发e.g.I)Afterhearingthepresident’sspeech,theapplauseburstfromthecrowd.听了总统的演讲后，人群中爆发出掌声。

II)Weexpectthenewproductcouldbringaburstinsalesforourstore.我们期待新产品能给我们店铺带来销量突破。2promote/prəˈməʊt/v.contributetotheprogressorgrowthof;trytosell(aproduct)促进；推销e.g.I)Welaunchedabigonlineadvertisingcampaigntopromoteournewproducts.我们发起了一场大型的网络广告宣传活动来推销我们的新产品。

II)TherepresentativesfrombothcountriesdiscussedhowtopromoteeconomiccooperationbetweenChinaandtheU.S.两国代表讨论了如何促进中美经贸合作。3profitability/ˌprɒfɪtə'bɪlətɪ/n.thedegreetowhichabusinessoractivityyieldsprofitorfinancialgain盈利能力；收益性e.g.I)Profitabilityisthefirstthingtolookintowhenthinkingofinvestingacompanyorbusiness.在考虑投资一家公司或一项生意时，盈利能力是首先考虑的问题。

II)Intenserivalrywillreduceindustryprofitability.激烈的竞争将会降低行业的盈利能力。4reserve/rɪˈzɜ:v/v.holdbackorsetaside,especiallyforfutureuseorcontingency储备；保留；预留e.g.I)Youmustreserveyourstrengthforthefinals.你必须为决赛保存体力。

II)Adoubleroomwithabalconyoverlookingtheseahadbeenreservedforhim.特地为他预留了一间带阳台的海景双人房。5peak/pi:k/n.thepointwhensb/sthisbest,mostsuccessful,strongestetc.最高点；顶点e.g.I)Ourholidaysaleshitapeakofaround2milliondollars.我们的假日销售额达到了200万美元的巅峰。

II)Peopleinbigcitiesoftenchoosetoleaveearlyinordertogetoutofthepeak-hourtraffic.大城市的人们经常选择早点下班，以避开高峰时段的车流。6comprehensive/ˌkɒmprɪˈhensɪv/adj.includingordealingwithallornearlyallelementsoraspectsofsomething广泛的；全面的e.g.I)Therewillbeacomprehensiveevaluationofstudentsattheendofeachsemester.每学期结束将对学生进行综合评估。

II)ThisgalleryhasacomprehensivecollectionofVanGogh.这家美术馆收藏了较全面的梵高作品。7common/ˈkɒmən/adj.sharedbyorbelongingtotwoormorepeopleorbythepeopleinagroup共同的；共有的e.g.I)Thetwocountriesstandtogetheragainstacommonenemy.两个国家联合起来反对共同的敌人。

II)Wefacesomeproblemscommontoallthecommunities.我们面临着所有社区的一些共性问题。8dispute/dɪˈspju:t/n.adisagreementorargument(aboutanorder)纠纷e.g.I)Thecustomerserviceteamwillinterposeintothedisputeifthesellerandthebuyercannotreachanagreement.如果卖家和买家无法达成协议，客服团队将介入纠纷。

II)Thecommissionisindisputewiththegovernment.委员会与政府有争议。9load/ləʊd/v.insertsomethinginto(adevice)sothatitcanbeoperated加载；载入e.g.I)Ittakestimeforthecomputertoloadpictures.电脑加载图片需要一些时间。

II)Thenewcloudsystemallowsustoloaddatafromanywhere.新的云系统允许我们从任何地方加载数据。10custom/ˈkʌstəm/adj.madeaccordingtothespecificationsofanindividual定做的，定制的e.g.I)Somebrideswanttheircustom-madeweddingdress,whilesomeprefertorentone.有些新娘想要定制的婚纱，而有些则喜欢租婚纱。

II)Wedecidetoaddcustomfittedmasksduringthecarnivaltoattractmorebuyers.我们决定在狂欢节期间增加定制面具供应，以吸引更多的买家。11module/ˈmɒdju:l/n.oneofasetofseparatepartsorunitsthatcanbejoinedtogethertomakeamachine,apieceoffurniture,abuilding,etc.模块；组件e.g.I)Thiscourseconsistsofthreefour-weekmodules.本课程由3个4周的模块组成。

II)AliExpressoffersaseriesofmodulestohelpsellersgainmoreflowandorders,suchasrelatedsalesmodule.全球速卖通提供了一系列帮助卖家获得更多的流量和订单的模块，如关联销售模块。Phrases&Expressions1e.g.I)Chinesegovernmenthasmadeeffortstoadjustandoptimizethemixofexportcommoditiestoimproveproductqualityandraiseaddedvalue.中国政府努力调整和优化出口产品结构，以提高产品质量，增加附加价值。

II)Wecancreatesignificantaddedvaluebypushingthebrandintootherareas.通过将品牌推向其他领域，我们可以创造显著的附加价值。addedvalue附加值2e.g.I)Wehadanetprofitmarginof30%lastyear.我们去年的净利润率为30%。

II)Somesmallrestaurantsoftenignorehealthandsafetyregulationsinordertoraiseprofitmargins.一些小餐馆为了提高利润率，经常忽视健康和安全规定。profitmargin利润率；边际利润3e.g.I)Alexaisawebsitethatofferswebsiterankingsintermsofpageviewsandvisitorsglobally.Alexa是一家发布全球网站浏览量及访客排行的网站。

II)Theticketsystemexperiencedatemporaryfailureonexcessivepageviewvolumeasthereleaseofconcerttickets.随着演唱会门票的开售，售票系统因为页面浏览量过大而暂时发生故障。pageview访问量；浏览量4e.g.I)Itisbelievedinmodernsocietythatlibertyisinseparablefromsocialjustice.在现代社会，人们认为自由与社会正义是分不开的。

II)Ourcountry’sachievementsareinseparablefromsupportbythepeopleoftheworld.我国的成就离不开世界人民的支持。inseparablefrom不可分的5e.g.I)Expectedprofitisacrucialthingtoconsiderwhensettingthepriceforaproduct.为产品定价时，预期利润是要考虑的一个重要因素。

II)Thehigherthanexpectedprofitshowstherapidreboundinglobaldemandforluxuryproducts.利润高于预期，表明全球奢侈品需求迅速反弹。expectedprofit预期利润6e.g.I)Wewanttoseemorewomeninvolvedindecisionmakingprocess.我们希望看到更多的女性参与决策过程。

II)Employerstodaywantcollegegraduatestohavetheabilitiesofproblemsolvinganddecisionmaking.现在的雇主希望大学毕业生具备解决问题和决策的能力。decisionmaking决策；判定7e.g.I)Topqualityservicewillhelpimprovethebuyingexperience.优质的服务将有助于改善购买体验。

II)Pleasantbuyingexperiencehelpsboostcustomerloyalty.愉快的购买体验有助于提升客户的忠诚度。buyingexperience购买体验Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.1

WhatkindofproductsissuitableforCross-borderE-commercesales?2

Whatisaburstsell,flow-increaseproductandprofitableproduct?3

Howmanypicturesintheproductdescriptionisthebest?Why?Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.1

WhatkindofproductsissuitableforCross-borderE-commercesales?Ingeneral,productsthataresuitableforcross-bordere-commercesaleshavethefollowingcharacteristics:small,lightandhighaddedvalue.Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.2

Whatisaburstsell,flow-increaseproductandprofitableproduct?Burstsellsarehotproducts,withhighflow,highexposure,largeordersandothercharacteristics.Flow-increaseproductsrefertotheproductsthatcanincreasepageviewsfortheshop.Inadditiontoburstsellsandflow-increaseproducts,otherproductsintheshopareallprofitableproductsandtheyarethemainsourceofprofitsforstores.Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.3

Howmanypicturesintheproductdescriptionisthebest?Why?10-12picturesisthebest,becausetoomanypictureswillleadtoalongloadingtimeandwillprobablyresultinanegativeeffectonthebuyer’sdecisionmakingprocess.Task2Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.1

Ourcollegeusedtobeabankingcollege,butnowit’sa____________college.2

Wearetotallydifferentpeopleandhavenothingin____________.3

____________systemincludescustomerservice,packaging,transportation,storage,distributionprocessingandinformationcontrol.4

Hangzhouhastrafficrestrictionduring____________hours.peakreservecomprehensivedisputepromotecommonmodulelogisticscomprehensivecommonLogisticspeakCompletethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.5

Thelabor’sunionisin____________withmanagementoverworkinghours.6

Thiscampaignisto____________awarenessofenvironmentalissues.7

Thesolar____________ofthemachinehelpsreducetheresourcecostandprotecttheenvironment.8

Herhusbandhas____________atableatherfavoriterestauranttocelebratetheirweddinganniversary.peakreservecomprehensivedisputepromotecommonmodulelogisticsdisputepromotemoduleres