跨境电商英语（第四版） 课件Unit 3 Pre-sale Services of Cross-border E-commerce

Chapter1跨境电商实用英语Chapter1StoreDescription03Mini-Project02PassageReading01Warming-up目录CONTENSTAfterstudyingthischapter,youareexpectedto:AcquirebasicknowledgeaboutstoredescriptiononCross-borderE-commerceplatformsLearntherelativewordsandexpressionsUnderstandtheprocedureofwritingagoodstoredescriptiononCross-borderE-commerceplatformsDevelopaprofessionalspiritofexcellenceLearningGoalsChapter1PARTONE/Warming-up01TaskStoredescriptionisimportanttoacross-borderonlinestore.Lookatthefollowingstoredescription,anddiscusswithapartneraboutwhatinformationisincludedandhowithelpstocreatethebrandimage.Chapter1PARTTWO/PassageReading02StoreDescriptionStoredescriptioniswhereweintroducethebasicinformationofthestoreandshowtheadvantagesandstrengthsofit,andthuscannotbeneglected.Ingeneral,Cross-borderE-commercestorescanbedividedintobusinessstoresandpersonalstores.Thesetwotypesofstoredescriptionshavedifferentfocuses.Thebusinessstoredescriptionisricherincontent,whilethepersonalstoredescriptionisusuallymoreconcise,andpaysmoreattentiontovisualmarketingtoolssuchasstoredecoration.Thebusinessstoredescriptiongenerallybeginswithacompanyprofile,suchascompanyhistory,mainbusinessscope,awardsorpatentcertificate,well-knowncustomers,etc.Also,theremayalsobebriefintroductionofthecompany’sbusinessphilosophyorcorporateculture,leavingareliablefirstimpressiontothebuyer.DuetotheuniquenatureofCross-borderE-commerce,thestoredescriptionwillalsointroducethesupplychannels,logistics,deliverytime,returnpolicy,contactinformationforafter-salesservice,etc.Inthestoredescription,thesellercanalsoaddsomepicturesproperly,suchasactualshotsofthefactory,realshotsofthepackagingprocess,tomakethestoremorecredible.Thedescriptionofpersonalstoresisrelativelyconcise,andfocusesmoreonthestoredecoration.ThedesignofthehomepageissignificantforallCross-borderE-commerceplatforms.TakingAliExpressasanexample,storedecorationisdividedintomultipleparts,includingshopsign,picturerotation,recommendedproducts,andcustomizedcontentsandsoon.Thefirststepofstoredecorationistodecidetheoverallstyleandcolorofthestore.Inthisprocess,weshouldtakefullconsiderationiftheselectedstyleandcolorareconsistentwithourmainbusinessscopeorbrandimage.Forexample,thedecorationofthebabyproductsstoreisgenerallylovelyandwarm,andthecolorisusuallypinkandwhite.Comparedwiththat,thedecorationofdigitalproductsormen’sclothingstoreisconciseandbusiness-style,andthecolorisusuallyblueorblackandwhite.Oncethestyleandcolorhavebeendecided,weneedtodesignashopsign.Shopsignappearsatthetopofthehomepage.Itisnotonlyasimplesignofthestore,butalsoshowsthefeaturesofit.Wecanputthenameofthestoreorthecompany,aswellassomemainproductinformationintheshopsign.Itisalsoallowedtoincludealinkintheshopsign.Thelinkcanbethehomepage,informationforagroupofproductsoranysingleproduct.Wecanuselinksofthehomepage,activities,orproductsalternatelyaccordingtothegoalsofmarketingcampaignstomakethefulluseoftheshopsign.Picturerotationisgenerallylocatedbelowtheshopsign,displayingtheadvertisingpicturesinturns,showingthecharacteristicsofproductsmoreintuitivelyandvividly.Weusuallysetthefeaturedproducts,hot-sellingproductsornewproductsastheadvertisingpictures.Itshouldbenotedthatthesizeandproportionofpicturesfortheuseofpicturerotationmustbeuniform.Theuseofrecommendedproductsisveryefficient.Wecanautomaticallyselecttheproductsofthehighestsalesasthehotproductrecommendation.Astorecanaddmorethanonemoduleofrecommendedproducts.So,inadditiontohotproductsrecommendation,wecanalsoaddarecommendationfornewproductsorseasonalproducts.Finally,wecanshowourproductsandstoremorecomprehensivelybyaddingcustomizedcontents.Forexample,wecanaddcustomlanguagesfortheconvenienceofnon-Englishspeakingbuyers.Wecanalsoshowoursocialmediaaccountstobuyersinthisareatoattractmorefans,increasecustomerstickinessandloyalty.店铺描述店铺描述是我们向买家介绍店铺基本情况和展示店铺优势和实力的窗口，因此不容忽视。一般来说，跨境电商店铺分为企业店铺和个人店铺两大类。这两种不同类型的店铺描述侧重点各不相同，企业店铺的介绍一般内容更为丰富，而个人店铺的介绍则通常比较简洁，更注重店铺装修等视觉营销工具。企业店铺的店铺描述一般从公司简介开始，如公司历史、主营范围、所获奖项或专利证书、知名客户等。除此之外，也可以简单介绍一下公司的经营理念或公司文化等，给买家留下一个诚信、可靠的第一印象。由于跨境电商的特殊性，一般在店铺描述部分还会介绍产品的进货渠道、物流方式、发货时间、退换货政策和售后服务联系方式等。在店铺描述中，可以适当加入一些图片，如工厂实拍图、物流打包实拍图等，使店铺更为可信。对个人店铺而言，店铺描述相对简洁，更多的侧重在于店铺装修。店铺首页的设计对于任何一个跨境电商平台来说都比较重要，以速卖通为例，店铺装修分为多个板块的设计，包括店招板块、图片轮播板块、商品推荐板块、自定义内容区等。店铺装修的第一步，我们要为店铺定一个整体的风格和色调。在这个过程中，应充分考虑所选风格和色调是否符合我们的主营产品或经营理念。比如，主营母婴产品的店铺一般选择较为可爱、温馨的装修风格，而色调也以粉白色系为主；而主营数码产品或男装的店铺则一般会选择较为简洁、商务的风格，色调多以蓝色或黑白色系为主。一旦确定好店铺装修风格和色调，我们需要为店铺设计一个店招。店招出现在我们店铺的首页最上端，是一个店铺的招牌，也是展示店铺形象的重要模块。在店招中我们可以放上店铺名称或公司名称，以及主要销售的产品信息等。店招还允许加入一个链接，可以是店铺首页、产品组或任何单一产品。我们可以根据店铺营销的需要，交替使用首页链接、活动链接、产品链接等，以此达到高效利用店招的目的。图片轮播一般位于店招之后，将多张广告图以滚动轮播的方式进行动态展示，可以更直观、更生动地表达商品的特点。我们一般将店铺的主打和热销产品，或新品设置为图片轮播。需注意的是，图片轮播模块里的图片大小和比例一定要统一。商品推荐模块使用效率很高，我们可以在这个模块里自动选择销量最高的产品来作为“热卖”推荐。一个店铺可以同时添加多个商品推荐模块，所以除了热卖推荐，我们也可以添加新品推荐、季节性产品推荐等。最后，我们可以通过添加自定义内容区来更全面地展现我们的产品和店铺。比如，可以通过自定义内容区添加自定义语言的内容，方便非英语国家的买家进行购物。我们也可以通过自定义内容区向买家展示我们的社交媒体账号，以吸引更多的粉丝，并增加客户粘性、提高客户忠诚度。NewWordsneglect/nɪˈglekt/v.1tonotgiveenoughattentiontosthorsb忽视；忽略e.g.I)Alotofmenwhohavesuccessfulcareerhavegiventoomuchtoworkandneglectedtheirfamily.很多事业成功的男士为了工作付出了太多，而忽略了家庭。

II)Wecanneverneglectminorissues.我们决不能忽视小问题。2visual/ˈvɪʒuəl/adj.oforconnectedwithseeingorsight视觉的；形象化的e.g.I)BuildingsdesignedbyGaudigiveusatremendousvisualimpact.高迪设计的建筑给我们带来了巨大的视觉冲击。

II)Visualresourcessuchasvideosmakeclassesmorefun.视觉资源如视频，让课堂更加有趣。3patent/ˈpætnt/n.anofficialrighttobetheonlypersontomake,useorsellaproductoraninvention;adocumentthatprovesthis专利权；专利证书e.g.I)Ourproductsareprotectedbypatent.我们的产品受专利保护。

II)Youhavetoapplyforapatentonthisinvention.你必须申请这项发明的专利。4philosophy/fəˈlɒsəfi/n.asetofbeliefsoranattitudetolifethatguidessb’sbehavior人生信条；人生哲学e.g.I)Mylifephilosophyistotakeeveryopportunitythatpresentsitself.我的人生信条是抓住每一个出现的机会。

II)Ourbusinessphilosophyofresponsibilityensuresourproductquality.负责任的经营理念保证了我们的产品质量。5credible/ˈkredəbl/adj.thatcanbebelievedortrusted可信的；可靠的e.g.I)Theminister’sstrongspeechmakeshimmorecredible.部长有力的演讲让他更加可信。

II)Detailedproductdescriptionandhighqualitypicturesmakeastoremorecredible.详细的产品描述和高质量的图片可以让一家店铺更加可信。6rotation/rəʊˈteɪʃn/n.theactofregularlychangingthethingthatisbeingusedinaparticularsituation轮换；交替e.g.I)Wheat,cornandsugarbeetareplantedinrotationatthisfarm.在这个农场，小麦、玉米和甜菜是轮流种植的。

II)Alltheemployeesinourcompanytakedutyinrotation.我们公司的所有员工轮流值班。7alternately/ɔ:lˈtɜ:nətlɪ/adv.inanalternatingsequenceorposition交替地；轮流地e.g.I)Theministerialconferencetakesplaceeverytwoyearsinmembercountriesalternately.部长会议每两年轮流在成员国召开。

II)IowntwoapartmentswhereIlivealternately.我有两套公寓，我轮流住。8campaign/kæmˈpeɪn/n.aseriesofplannedactivitiesthatareintendedtoachieveaparticularsocial,commercialorpoliticalaim运动（为社会、商业或政治目的而进行的一系列有计划的活动）e.g.I)PeoplewalktostreetsforguncontrolcampaignsaftertheFloridashooting.佛罗里达枪击案发生后，人们走上街头参加枪支管制运动。

II)Aneffectivemarketingcampaigncanraisethepageviewandbringmorecustomerstothestore.一次有效的营销活动能够提高页面访问量，并为店铺带来更多的顾客。9intuitive/ɪnˈtju:ɪtɪv/adj.easytounderstand直观的；易懂的e.g.I)Appleproductshaveintuitiveinterfaceandareveryeasytouse.苹果的产品拥有直观界面，易于使用。

II)Googlewantsitsuserstohaveeasyaccesstoinformationinaveryintuitiveway.谷歌希望用户能够以一种非常直观的方式轻易地获取信息。10proportion/prəˈpɔ:ʃn/n.therelationshipofonethingtoanotherinsize,amount,etc.比例e.g.I)Theproportionofboystogirlsinourcollegeisabout3∶7.我们学院男女学生的比例大约是3∶7。

II)Theproportionofwomeninthedecision-makingpositionshasrisento20%.女性在决策层的比重提高到20%。Phrases&Expressions1e.g.I)Ourbusinessscopeismen’sandwomen’sclothing.我们的业务范围是男女服装。

II)Thecontentsofthesectorexpressioninacompanynameshallconformtothebusinessscopeoftheenterprise.企业名称中行业用语表述的内容应当与企业的经营范围一致。businessscope业务范围；经营范围2e.g.I)Ifanenterprisewantstohaveaninvinciblepositioninthemarket,itmusthaveitsownuniquecorporateculture.一家企业如果想要在市场上立于不败之地，就必须拥有自己独特的企业文化。

II)Wewantouremployeestoacknowledgeourcorporatecultureandbeloyaltothecompany.我们希望员工认同我们的企业文化，并且对企业忠诚。corporateculture企业文化3e.g.I)Duetothedifferentsupplychannels,thepriceofclothingmayvaryalot.由于供货渠道不同，服装价格可能相差很大。

II)ThereporterwantedtoknowthesupplychannelofJapanesecosmetics,butthestoreownerjustjumpedtothenextquestion.记者想了解这些日本化妆品的供货渠道，但是店主直接跳到了下一个问题。supplychannel供货渠道4e.g.I)Grouponoffersa“NoQuestionsAsked”returnpolicy.Groupon提供无条件退货政策。

II)Weoffera30-dayreturnpolicy.我们提供30天的退货政策。returnpolicy退货政策5e.g.I)Theyaretryingtokeepbuyersaslong-termcustomersbyofferinghighqualityafter-salesservice.他们正在努力通过提供高质量的售后服务使买家成为长期客户。

II)Siemensisknownforitsqualityproductsandafter-salesservice.西门子以产品品质和售后服务而闻名。after-salesservice售后服务6e.g.I)Ouractionsmustbeconsistentwiththecorporateculture.我们的行为必须符合企业文化。

II)Hisactionisalwaysconsistentwithhiswords.他始终言行一致。consistentwith符合；与……一致7e.g.I)Huaweiisknownforitsinnovativebrandimage.Huawei以其创新的品牌形象而闻名。

II)Brandimageishowconsumersperceiveaproductoracompany.品牌形象是指消费者对一个产品或一家公司的印象。brandimage品牌形象8e.g.I)Thefamilymembersgotothehospitalinturnstotakecareofgrandmother.家庭成员轮流去医院照顾奶奶。

II)TheEuropeanUnionmemberstakeitinturnstochairtheEU.欧盟成员国轮流担任欧盟轮值主席国。inturns依次；轮流9e.g.I)Highlyinteractivesocialnetworkingplatformshelptoenhancecustomerstickinessofacompanyorabrand.高度互动性的社交网络平台有助于提高企业或品牌的客户黏性。

II)Weofferaregistrationcoupontoincreasecustomerstickiness.我们提供注册券以增加客户黏性。customerstickiness用户黏性Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.1

Whyisstoredescriptionimportanttoaproduct?2

Whatisthedifferencebetweenstoredescriptionforabusinessstoreandapersonalstore?3

Howtodecorateanonlinestoreinanefficientway?Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.1

Whyisstoredescriptionimportanttoaproduct?Becausestoredescriptioniswhereweintroducethebasicinformationofthestoreandshowtheadvantagesandstrengthofit.Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.2

Whatisthedifferencebetweenstoredescriptionforabusinessstoreandapersonalstore?Thebusinessstoredescriptionisricherincontent,whilethepersonalstoredescriptionisusuallymoreconcise,andpaysmoreattentiontovisualmarketingtoolssuchasstoredecoration.Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.3

Howtodecorateanonlinestoreinanefficientway?Makefulluseofstoredecorationtools,suchasshopsign,picturerotation,recommendedproducts,customizedcontentsandsoon.Task2Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.1

Herteaching____________istohelpstudentsthinkcritically.2

Thetrademarkisregisteredonthebookofthe____________Office.3

Heisa____________manwhoneverbreakshispromises.4

DonaldTrumphadaverysuccessfulelection____________thathelpedhimtobecomethePresidentoftheUnitedStates.credibleneglectphilosophycampaignproportionpatentrotationvisualphilosophyPatentcrediblecampaignCompletethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.5

Asthechairofthestudentunion,shenever____________herstudy.6

Alltheteachersofourmajortakestudentstofieldtripsin____________.7

Everyconferenceroomisequippedwithaudioand____________equipment.8

Theheadisoutof____________withthebodyinyourpainting.credibleneglectphilosophycampaignproportionpatentrotationvisualneglectsrotationvisualproportionTask3TranslatethefollowingsentencesintoEnglish,usingtheexpressionsinbrackets.1我们的客户想要一个简单、直观的桌面外观。(intuitive)

————————————————————————————————2企业一般会在店铺描述中简单介绍其经营范围。(businessscope)————————————————————————————————3我们想要塑造一个时尚、活力的品牌形象。(brandimage)————————————————————————————————Ourclientwantsasimpleandintuitiveinterface.Thestoredescriptionofabusinessstoreusuallyincludesageneralintroductiontothecompany’sbusinessscope.Wewanttocreateafashionanddynamicbrandimage.TranslatethefollowingsentencesintoEnglish,usingtheexpressionsinbrackets.4在市场营销课上，小组成员轮流作为代表发言。(alternately)————————————————————————————————5一位俄罗斯顾客对我们的产品不满意，希望了解我们的退货政策。(returnpolicy)————————————————————————————————6我们的价格必须与市场价格一致。(consistentwith)————————————————————————————————Teammembersspeakalternatelyinthemarketingclass.

ARussiancustomerisnotsatisfiedwithourproductandwantstoknowourreturnpolicy.Ourpricemustbeconsistentwiththemarketprice.Chapter1PARTTHREE/Mini-Project03Task1Pleasewriteacompanyprofileforthefollowingcompany.杭州ABC服饰有限公司创立于2002年，是一家以设计、开发、生产、销售高端女装品牌为一体的服装企业。公司专注经营法国、西班牙、意大利等欧美市场10余年，2012年正式转向跨境电商市场。杭州ABC服饰有限公司现有员工200余人，厂房面积1500余平方米，拥有专业的设计团队、现代化的生产设备和目光敏锐的销售精英。杭州ABC服饰有限公司坚持“支持经销商快速成长，为客户打造美丽人生”的企业使命，努力打造为性价比高、竞争力强的欧美服饰生产批发龙头企业。Task1Pleasewriteacompanyprofileforthefollowingcompany.Establishedin2002,HangzhouABCClothingCo.,Ltd.isaclothingenterprisebasedonthedesign,development,productionandsaleofhigh-endwomen'sclothingbrand.ThecompanyhasbeenfocusingontheEuropeanandAmericanmarketsinFrance,SpainandItalyfortenyears,andofficiallyswitchedtocross-bordere-commercemarketin2012. ABCClothingCo.,Ltd.hasmorethan200employees,withafactoryareaofmorethan1500squaremeters.Ithasaprofessionaldesignteam,modernproductionequipmentandasalesteamwithsharpeyesight. ABCClothingCo.,Ltd.insistsonthemissionof"supportingtherapidgrowthofdealersandcreatingabeautifullifeforcustomers",makingeffortstocreateacompetitiveclothingproductionandwholesaleenterprisefortheEuropeanandAmericanmarket!（答案仅供参考）Task2Writeservicetermsforthefollowingstore.我们提供完善的售后服务，承诺自顾客签收商品之日（以签收快递日期为准）起规定时间内（正价商品30天内，减价商品15天内），如果对商品有任何不满意，我们将提供无理由退换货服务。一、退换货注意事项1. 请保证退换货商品的完好性，即商品需保持原有品质、功能，商品本身、配件、商标标识、吊牌齐全。套装商品请整套退换。2. 退货时请将商品本身、吊牌、配件、实物赠品以及商品包装（不包括纸箱、快递袋）一并退回。Task2Writeservicetermsforthefollowingstore.二、以下情况恕不接受退换货1. 出于安全和卫生的考虑，贴身用品如内衣裤、泳衣、运动文胸、袜子、连裤袜、打底裤等。2. 已水洗、已穿着使用或因您个人原因造成受污受损的商品。3. 商标标识、水洗标等标识被摘、被剪的商品。4. 非商品本身，而仅是随单附赠的其他物品或礼品。5. 超过退换货办理时限的商品。Task2Writeservicetermsforthefollowingstore.三、因质量问题产生的退换货处理1. 我们承诺所有商品均经质量检验合格后方进行销售。若您发现商品有质量缺陷，请您务必在签收商品后规定时间内（正价商品30天内，减价商品15天内）与客服联系，在客服指导下进行退换货操作。因质量问题产生的退换货，我们将承担所有退换货费用。2. 因以下原因而产生的退换货，恕无法根据质量问题为您操作退换货，将视为一般退换货办理，请您理解。（1） 由于灯光、计算机显示器色差或个人对颜色的理解等不同，导致照片与实物可能存在一些色差。此类并不属于商品质量问题。Task2Writeservicetermsforthefollowingstore.（2） 商品详情页提供标准体型尺码表/实物平铺测量尺寸，供您参考；由于手工测量、批次不同或者个人的测量方法标准等，可能与您的测量结果略有差异。（3） 请您在收到商品后及时检查商品是否完好，并进行试穿，及时提出退货要求。超过规定时间（正价商品30天内，减价商品15天内）的申请，恕无法为您办理退换货。Task2Writeservicetermsforthefollowingstore.ServiceTermsWeprovideperfectafter-salesservice,promisingfromthedateofdelivery(subjecttothesigndateofcustomer)forthetimewithinthespecifiedtime(30daysforregularpriceproducts,15daysforreducedpriceproducts),ifthereisanydissatisfactionwiththegoods,wewillprovideunwarrantedreturnservice.1.Returnservicenotice:(1)Pleaseensuretheintegrityofreturnedgoods,thatis,goodsneedtomaintaintheiroriginalqualityandfunction,andtheproductsthemselves,accessories,trademarks,labelsandtagarecomplete.Pleasereturnthewholepackageforasetofgoods.(2)Pleasereturnthegoods,tag,accessories,physicalgifts,andcommoditypackaging(notincludingcartons,expressbags).Task2Writeservicetermsforthefollowingstore.2.Thefollowingcasesarenotacceptedforreturn:(1)Forsafetyandhygieneconsiderations,personalaccessoriessuchasunderwear,swimsuit,sportsbra,socks,pantyhose,bottomwearandsoon.(2)Productsthathavebeenwashed,worn,ordamagedforpersonalreasons.(3)Trademarks,logoandsoonhavebeenremoved.(4)Onlythegiftwithpurchase,butnottheproductitself.(5)Productsthatexceedthereturntimelimit.Task2Writeservicetermsforthefollowingstore.3.Returnandexchangeduetoqualityissues:(1)Wepromisethatallthegoodsaresoldafterthequalityinspection.Ifyoufindthequalitydefects,pleasemakesuretocontactthecustomerservicewithin30daysaftersigningthegoods(within15daysforreducedpriceproducts),andrequestreturnorexchangeundertheguidanceofthecustomerservice.Wewillcoverallthefeesofreturnorexchangeduetoqualityissues.(2)Pleaseunderstandreturnsandexchangesduetothefollowingreasonscan'tbeprocessedasqualityproblemandwillbetreatedasageneralreturn:a)Becauseofthedifferenceincolorbetweenlights,computermonitors,orpersonalunderstandingofcolors,theremaybesomecolordifferencesbetweenphotosandactualproducts.Thisdoesnotbelongtothequalityissues.b)Theproductdetailspageprovidesastandardsizetableforyourreferenceonly;itmaybeslightlydifferentfromyourmeasurementresultsduetomanualmeasurements,differentbatches,orpersonalmeasurementstandards.c)Pleasecheckthegoodsintimeafterreceivingthem,andtrythemon,andtimelyaskforthereturnrequest.Requestsexceedingthespecifiedtimelimit(30daysforregularpriceproducts,15daysforreducedpriceproducts)willnotbeabletobeprocessedforreturnorexchange.Chapter1THANKSChapter2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)Aphonebooktemplateis