跨境基础及电商1Chapter 4- Platform-inside Marketing

Chapter4跨境电商实用英语Chapter4Platform-insideMarketing03Mini-Project02PassageReading01Warming-up目录CONTENSTAfterstudyingthischapter,youareexpectedto:Acquirebasicknowledgeaboutplatform-insidemarketingtoolsofAliExpressLearntherelativewordsandexpressionsUnderstandtheprocedureofcreatingandmanagingpromotionactivitiesandcampaignsonAliExpressDevelopteamworkspiritLearningGoalsChapter4PARTONE/Warming-up01TaskMarketingandpromotionactivitiesareimportanttoanonlinestore.Lookatthefollowingstore,anddiscusswithapartnerabouthowthestorepromotionswillaffectyourpurchasedecisionifyouareabuyer.Chapter4PARTTWO/PassageReading02Platform-insideMarketingWhatshouldwedoafterwecompletethestoreregistration,productselection,productprocessinganduploading,storedecoration,andotherpreparatorywork,butfindthatthereisnoincreaseinstorevisits,productexposure,andotherrelevantdata?Storemarketingandpromotioncanhelpusattractcustomers,increasevisitsandexposureofourstoreandproducts,bringingmoreordersandtransactions.Ingeneral,storemarketingisdividedintoplatform-insidemarketingandplatform-outsidemarketing.Inthischapter,wewillmainlyintroducethemethodandskillsofplatform-insidemarketing.Platform-insidemarketingmeanstoadvertiseandpromotethestoreandproductsbyusingthemarketingtoolsprovidedbythird-partyCross-borderE-commerceplatforms.AmongthemajorCross-borderE-commerceplatforms,AliExpressprovidesthemosteffectiveandlargestnumberofplatform-insidemarketingtoolstosellers.Someofthesemarketingtoolsarepaid,whileothersarefree.PaidmarketingtoolsofAliExpressaremainlyKeywordProandAffiliateProgram.KeywordProisakindofP4Padvertisement(PayforPerformance).Sellerscansetkeywordsaboutthestoreorproductstopromote.Whenthebuyersearchesspecifickeywords,thecorrespondingproductswillappearinthesearchresult.AliExpresswillchargetheselleronlywhenthebuyerclicksthepromotionproducts.Duetotheefficiencyofthispay-per-clickadvertising,KeywordProcanquicklyincreasethepageviewsofthestore,andattractmorebuyers.Aftersettingthekeywordsandproductsthesellerwantstopromote,theselleralsoneedstosetabiddingpriceforthekeywords,whichwilldirectlyaffecttherankingofyourproductsinthesearchresult.Besides,thestore’sproductinformationquality,therelevancebetweenproductsandkeywords,consumerperception,accountquality,andotherscoresalsoplaycriticalrolesintheoverallranking.ThesellercansetthedailyadvertisingbudgettocontrolthecostofKeywordPro,andanalyzethedatareportstodeterminewhethertoadjustthekeywordsandbidstrategy.AnotherpaidpromotionmethodisAffiliateProgram.AffiliateProgramisalsopaidaccordingtotheresults.IfthesellerreceivesanorderthroughAffiliateProgram,heneedstopaythecommissionaccordingtothepre-setrate.Thesellerdecidesthecommissionrate,anditgenerallyrangesfrom3%to50%.DifferentfromKeywordPro,AffiliateProgramonlychargestheselleraftertheorderisprocessed.Inotherwords,thereisnofeeifthereisnotransaction.Thesellercansetthecommissionratethrough“MyAliExpress”—“Promotions”,andjoinAffiliateProgram.BesidesKeywordProandAffiliateProgram,AliExpressalsoprovidessellerswithfourkindsofstorepromotiontools:Limited-timePromotions,FixedDiscounts,SellerCoupons,andStoreDiscounts.Sellerscancreateandmanagethesefour-storepromotionactivitiesat“MyAliExpress”—“Promotions”—“StorePromotions”.Limited-timePromotionsandStoreDiscountscangreatlyimprovethepageviewsandproductexposurewithinashorttime,andbringalargenumberoforders.Especiallyfornewstores,theeffectisimmediate.Beforewestartthesetwoactivities,makesurethatweareready.Forexample,ifwearegoingtotake50%offaproduct,weshouldraisethepriceproperlywhenuploadingtheproduct,becauseAliExpressputsgreateffortsagainstfalsediscounts.Ifwedonothaveanypreparation,itislikelytolosemoney.FixedDiscountsmeansthatbuyerscangetacertainamountoffwhenthepurchasereachesacertainamount.Themainpurposeofthisactivityistostimulatebuyerstobuymoreproducts,andincreaseaveragesalesperbuyer.Therefore,beforewestartthisactivity,weneedtoknowaveragesalesperbuyerofourstore,andthisdatacanbefoundat“DataMatrix”—“StorePerformanceAnalysis”—“TransactionAnalysis”.JustasFixedDiscounts,SellerCouponscanalsoincreaseaveragesalesperbuyer.Also,SellerCouponsisalsoaveryeffectivemarketingtoolforregularcustomers.Besidesofferingcouponstobuyersinthestore,wecanalsosendcouponstoregularcustomerstoattractthemtocomebackandpurchaseagaininourstore.Whencreatingthesepromotionactivities,wemustpayattentionthatthestartandendtimeareU.S.PacificTime.Ingeneral,thestartandendtimeshouldbesetduringtheeveningprimetimeforforeigncustomers,whichismorelikelytobringbettermarketingresults.Inaddition,activitiesneedtobecreatedatleast48hoursinadvance.Forsomepopularpromotionalperiods,suchasThanksgivingandChristmas,wemustbepreparedearly.Whetheritispaidmarketingtoolsorstorepromotions,thepurposeisalwaystoincreasethepageviewsofthestoreandbringmoreorders.Onlyifwemakefulluseofeverymarketingtool,andletthemcooperatewitheachother,canweachievethebestmarketingresults.站内营销

当我们完成了店铺注册、选品、产品信息化处理和上传、店铺装修等前期准备工作，但却发现店铺访问量、产品曝光量等数据迟迟不见上涨，这时应该怎么办呢？店铺营销和推广能帮助我们吸引客户，提高店铺和产品的访问量和曝光量，从而带来订单和交易额。一般来说，店铺营销分为站内营销和站外营销两大类。在这一节当中，我们将主要介绍站内营销的方式和技巧。

站内营销，顾名思义就是指利用跨境电商第三方平台自有的营销工具来进行店铺的营销和推广。在主要的跨境电商平台中，速卖通为卖家提供了最为丰富和有效的站内营销工具。其中，部分营销工具是付费的，而另外一些则不需要向平台付费。

速卖通付费营销工具主要有直通车和联盟营销。

直通车是一种P4P广告（Payforperformance），卖家通过设置关键词对店铺内的产品进行推广。当买家搜索该关键词时，相应商品就会出现在展示位上。而只有当买家点击了推广的商品时，速卖通才会进行扣费。由于这种点击付费广告的高效性，速卖通直通车能够快速提升店铺流量，吸引大量买家。除了设置想要推广的关键词和商品，卖家还需对该关键词设置出价，出价会直接影响我们的商品出现在推广位置的排序。除此之外，店铺的商品信息质量、商品与关键词的相关性、买家认可度、账户质量等推广评分也在整体排名中起着关键的作用。我们可以通过设置每日消耗上限来控制直通车的费用，并通过分析推广效果的数据来决定是否要调整关键词和出价策略。

另一种付费推广方式是联盟营销。联盟营销同样按效果付费，卖家通过联盟营销渠道收到了订单的话，按照事先设定的交易比例来支付佣金。佣金比例由卖家自行决定，一般从3%到50%不等。和直通车不同的是，联盟营销只有产生了订单才收费，不成交则不收费。我们可以通过“我的速卖通”-“营销中心”设置佣金比例，加入联盟营销。

除了直通车和联盟营销，速卖通还为卖家提供了四种店铺自主营销工具，分别是限时限量折扣、全店铺打折、店铺满立减和店铺优惠券。我们可以在“我的速卖通”-“营销中心”-“店铺活动”创建并管理这四种店铺活动。

限时限量折扣和全店铺打折可以在短时间内大大提高店铺流量和产品曝光量，带来大量订单。特别是对于新店铺，效果可以说是立竿见影。在创建这两个活动之前，一定要做好准备工作。如某个产品想打5折，在上传时就要适当提升价格，因为速卖通对于虚假折扣的打击力度很大，如不早做准备的话容易带来亏损。

店铺满立减，即购物满一定金额，立减一定金额。这个活动最大的目的在于刺激买家购买更多的产品，提高客单价。所以在创建店铺满立减活动之前，我们需要了解我们店铺的客单价大概是多少，这个数据可以在“数据纵横”的“商铺概况”中查询到。

店铺优惠券和店铺满立减一样，也能达到提高客单价的目的。除此之外，店铺优惠券也是一种非常有效的二次营销工具。除了在店铺内设置优惠券供进店的买家自行领取，我们还可以给老客户定向发放优惠券，吸引他们再次光顾我们的店铺。

在创建这四种营销活动时，我们都要注意活动的开始时间和结束时间均为美国太平洋时间。一般来说，将开始时间和结束时间设置在国外客户的晚上黄金时段更容易带来比较好的营销效果。另外，活动需要至少提前48小时创建，所以对于一些促销节点，我们一定要早做准备。

不管是付费营销工具，还是店铺自主营销活动，其目的都在于提升店铺的流量和订单数。只有我们充分利用好每一种营销工具，并让他们之间相互配合，才能达到最好的营销效果。NewWordspreparatory/prɪˈpærətri/adj.1doneinordertoprepareforsth准备的；预备的e.g.I)Atleastoneyear’spreparatoryworkwillbenecessarybeforebuildingthetunnel.建造隧道前至少需要一年的准备工作。

II)Ministersfrombothcountriesagreedtoholdapreparatorymeetingbeforetheformalconferencenextmonth.两国部长同意在下个月的正式会议之前举行一次筹备会议。2affiliate/əˈfɪlieɪt/n.anorganizationwhichisofficiallyconnectedwithanother,largerorganizationorisamemberofit分支机构e.g.I)Withaffiliatemarketing,youwon’tneedtoworryabouttheproductsyouhavetosell.有了联盟营销，你就不需要担心产品卖不出去。

II)TheWorldChessFederationhasaffiliatesinaround120countries.国际象棋联合会在大约120个国家设有分支机构。3corresponding/ˌkɒrəˈspɒndɪŋ/adj.matchingorconnectedwithsththatyouhavejustmentioned符合的；相应的e.g.I)Ourprofitshaverisenby15%comparedwiththecorrespondingperiodlastyear.与去年同期相比，我们的利润增长了15%。

II)Allrightscomewithcorrespondingresponsibilities.所有权利都伴随着相应的责任。4relevance/'reləvəns/n.therelationofsomethingtothematterathand相关性；关联e.g.I)Politicians’privateliveshavenorelevancetotheirpublicroles.政客的私生活与他们的政治角色不相关。

II)WhencustomerssearchforsomethingonAliExpress,theresultsarerankedbysearchrelevance.当顾客在全球速卖通上搜索时，搜索结果会按相关性排序。5coupon/ˈku:pɒn/n.asmallpieceofprintedpaperthatyoucanexchangeforsthorthatgivesyoutherighttobuysthatacheaperpricethannormal优惠券e.g.I)Manystoresgivecustomerscouponstoattractthemtocomebackandpurchaseagain.为了吸引顾客再次光顾并消费，许多商家给顾客优惠券。

II)Ifyoupresentthiscouponwithyounexttimewhenyouvisit,youcanget5dollarsoffforpurchaseover30dollars.如果你下次光顾时出示这张优惠券，你可以得到购物满30美元立减5美元的优惠。6properly/ˈprɒpəli/adv.inawaythatiscorrectand/orappropriate正确地；适当地e.g.I)Mycomputerisnotworkingproperly.我的电脑运作不正常。

II)Ifyoudoyourexerciseoftenandproperly,youwillgetfirmarms.如果你能经常正确地锻炼，你能得到强壮的双臂。7matrix/ˈmeɪtrɪks/n.anarrangementofnumbers,symbols,etc.inrowsandcolumns,treatedasasinglequantity矩阵e.g.I)MatrixisabasicconceptinMathematics.矩阵是数学中的一个基本概念。

II)DataMatrixiswhereyoucanseeallthesalesandperformancedataofyourstoreonAliExpress.数据纵横是全球速卖通上我们能看到店铺所有销售和绩效数据的地方。8achieve/əˈtʃi:v/v.tosucceedinreachingaparticulargoal,statusorstandard,especiallybymakinganeffortforalongtime达到；完成e.g.I)Wewillworkhardtoachieveourgoals.我们将努力工作以实现我们的目标。

II)Ourcollegestrivestotreatstudentsasindividualsandhelpeachonetoachievehis/herfullpotential.我们学院力求对学生因材施教，并帮助每一个人充分发挥其潜能。Phrases&Expressions1e.g.I)Offeringacompetitivebiddingpriceiscrucialinapublictender.在公开投标中，提供一个有竞争力的投标价格是很关键的。

II)Thebiddingpriceisusuallybetweenthecompany’soperatingcostsandthecontrolprice.投标价格通常介于企业的运营成本和控制价格之间。biddingprice竞价价格；投标价格2e.g.I)Consumerperceptionofproduct’sconsumptionvalueistheimportantbasisoftheirchoicebehavior.消费者对产品消费价值的感知是其选择行为的重要依据。

II)Consumerperceptionisamarketingconceptthatencompassesacustomer’simpression,awarenessandconsciousnessaboutacompanyoritsofferings.消费者感知是一个市场营销概念，包含了消费者对于一家公司或其产品的印象和意识。consumerperception 消费者感知3e.g.I)Wehavetoraisethepricebecauseoftherisingcost.由于成本上涨，我们不得不提价。

II)Storesmayraisethepriceinordertoearnextraprofits.为了获得额外利润，商家可能会提价。raisetheprice 提价4e.g.I)Stresscansometimesstimulatepeopletoworkhard.压力有时能激励人们努力工作。

II)Usingsomepositiveexamplescanstimulatestudentstostudytheirinterestsinlearningandsettherightoutlookonlife.运用一些积极的案例可以激发学生的学习兴趣，并使其树立正确的人生观。stimulate…to刺激/激励某人做某事5e.g.I)Weareregularcustomers,socanyougiveusadiscount?我们是老顾客了，你能给我们打个折吗？

II)Wesendemailstoourregularcustomerswhenwehavenewarrivalsorpromotions.当我们上新或促销时，会给老顾客发邮件。regularcustomer常客；老顾客6e.g.I)Summerisprimetimefortraveling.夏季是旅游的黄金时间。

II)Primetimecommercialscanbeveryexpensive.黄金时段的广告费非常昂贵。primetime黄金时间7e.g.I)Whenyourentanapartment,youusuallyhavetopayhalfayear’srentinadvance.当你租房子时，通常必须提前支付半年的房租。

II)Theprofessoraskedeveryonetosubmitquestionsinadvanceofthemeeting.教授要求每个人在会议前提交问题。inadvance提前；预先；事先Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.1

Whatcanmarketingandpromotionactivitiesbringtothestore?Storemarketingandpromotioncanhelpusattractcustomers,increasevisitsandexposureofourstoreandproducts,bringingmoreordersandtransactions.Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.2

Whatisplatform-insidemarketingandplatform-outsidemarketing?Platform-insidemarketingmeanstoadvertiseandpromotethestoreandproductsbyusingthemarketingtoolsprovidedbythird-partycross-bordere-commerceplatforms.Platform-outsidemarketingreferstomarketingtoolsthatbringpotentialcustomersfromothersitestoourcross-bordere-commercestore.Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.3

WhataresometipsforcreatingstorepromotionactivitiesonAliExpress?Whencreatingthesepromotionactivities,wemustpayattentionthatthestartandendtimeareU.S.Pacifictime.Ingeneral,thestartandendtimeshouldbesetduringtheeveningprimetimeforforeigncustomers,whichismorelikelytobringbettermarketingresults.Inaddition,activitiesneedtobecreatedatleast48hoursinadvance.Forsomepopularpromotionaltimeperiods,suchasThanksgivingandChristmas,wemustbepreparedearly.Task2Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.1Youaretoothin.Youarenoteating_________.2Thishospitalisan_________ofalocaluniversity.3The_________rateofAliExpressiseither5%or8%dependingontheproductcategory.4Youmustchoosethebestanswerandmarkthe_________letterontheanswersheet.achieverelevanceaffiliatepreparatorytransactionproperlycorrespondingcommissionproperlyaffiliatecommissioncorrespondingCompletethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.5Ican’t_________successwithoutyoursupport.6Securitycheckshadbeencarriedout_________tothePresident’svisit.7Thetwocompanieshavecometoanagreement,butneithersidewoulddisclosedetailsofthis_________.8Hisspeechhaslittle_________tothetopicoftheforum.achieverelevanceaffiliatepreparatorytransactionproperlycorrespondingcommissionachievepreparatorytransactionrelevanceTask3TranslatethefollowingsentencesintoEnglish,usingtheexpressionsinbrackets.1在直通车中，对关键词的出价过高或过低都不利于产品的曝光。(biddingprice)

————————————————————————————————2我们至少需要提价20%，不然会亏损。(raisetheprice)————————————————————————————————3希望这次促销活动能刺激顾客购买。(stimulate...to)————————————————————————————————It’snotgoodforproductexposureifthebiddingpriceforKeywordProistoohighortoolow.Wemustraisethepricebyatleast20%,orwewi