《跨境電商實用英語》課件Unit 3-Chapter 1

StoreDescription跨境電商實用英語Chapter1Unit3Pre-saleServicesofCross-borderE-commerce跨境電商系列教材AcquirebasicknowledgeaboutstoredescriptiononCross-borderE-commerceplatforms1Learntherelativewordsandexpressions2UnderstandtheprocedureofwritingagoodstoredescriptiononCross-borderE-commerceplatforms3ChapterGoalsAfterstudyingthischapter,youareexpectedto：PARTONEWarming-upPART1Warming-upTask:Storedescriptionisimportanttoacross-borderonlinestore.Lookatthefollowingstoredescription,anddiscusswithapartneraboutwhatinformationisincludedandhowithelpstocreatethebrandimage.PARTTWOPassageReadingPART2PassageReadingStoredescriptioniswhereweintroducethebasicinformationofthestoreandshowtheadvantagesandstrengthofit,andthuscannotbeneglected.Ingeneral,Cross-borderE-commercestorescanbedividedintobusinessstoresandpersonalstores.Thesetwotypesofstoredescriptionshavedifferentfocuses.Thebusinessstoredescriptionisricherincontent,whilethepersonalstoredescriptionisusuallymoreconcise,andpaysmoreattentiontovisualmarketingtoolssuchasstoredecoration.Thebusinessstoredescriptiongenerallybeginswithacompanyprofile,suchascompanyhistory,mainbusinessscope,awardsorpatentcertificate,well-knowncustomersetc.Inaddition,theremayalsobebriefintroductionofthecompany'sbusinessphilosophyorcorporateculture,leavingareliablefirstimpressiontothebuyer.DuetothespecialnatureofCross-borderE-commerce,thestoredescriptionwillalsointroducethesupplychannels,logistics,deliverytime,returnpolicy,contactinformationforafter-salesserviceetc.Inthestoredescription,thesellercanalsoaddsomepicturesproperly,suchasrealshotsofthefactory,realshotsofthepackagingprocess,tomakethestoremorecredible.StoreDescriptionThedescriptionofpersonalstoresisrelativelyconcise,andfocusesmoreonthestoredecoration.ThedesignofthehomepageissignificantforallCross-borderE-commerceplatforms.TakingAliExpressasanexample,storedecorationisdividedintomultipleparts,includingshopsign,picturerotation,recommendedproducts,andcustomizedcontentsandsoon.Thefirststepofstoredecorationistodecidetheoverallstyleandcolorofthestore.Inthisprocess,weshouldtakefullconsiderationiftheselectedstyleandcolorisconsistentwithourmainbusinessscopeorbrandimage.Forexample,thestoredecorationofbabyproductsisgenerallymorelovelyandwarm,andthecolorisusuallypinkandwhite;andthestoredecorationofdigitalproductsormen'sclothingisgenerallymoreconciseandbusiness-style,andthecolorisusuallyblueorblackandwhite.PART2PassageReadingOncethestyleandcolorofthestorehasbeendecided,weneedtodesignasignforthestore.Shopsignappearsatthetopofhomepage.Itisnotonlyasimplesignofthestore,butalsoshowsthefeaturesofit.Wecanputthenameofthestoreorthecompany,aswellassomemainproductinformationintheshopsign.Itisalsoallowedtoincludealinkintheshopsign.Thelinkcanbethehomepage,informationforagroupofproductsoranysingleproduct.Wecanuselinksofthehomepage,activities,orproductsalternatelyaccordingtothegoalsofmarketingcampaignstomakethefulluseoftheshopsign.Picturerotationisgenerallylocatedbelowtheshopsign,displayingtheadvertisingpicturesinturns,showingthecharacteristicsofproductsinamoreintuitiveandvividway.Weusuallysetthefeaturedproducts,hot-sellingproductsornewproductsastheadvertisingpictures.Itshouldbenotedthatthesizeandproportionofpicturesfortheuseofpicturerotationmustbeuniform.PART2PassageReading

Theuseofrecommendedproductsisveryefficient.Wecanautomaticallyselecttheproductsofthehighestsalesasthehotproductsrecommendation.Astorecanaddmorethanonemoduleofrecommendedproducts.Soinadditiontohotproductsrecommendation,wecanalsoaddrecommendationfornewproductsorseasonalproducts.Finally,wecanshowourproductsandstoremorecomprehensivelybyaddingcustomizedcontents.Forexample,youcanaddcustomlanguagesfortheconvenienceofnon-Englishspeakingbuyers.Wecanalsoshowoursocialmediaaccountstobuyersinthisareatoattractmorefans,increasecustomerstickinessandloyalty.PART2PassageReadingNewWordsneglect

[n??glekt]v.1NewWordtonotgiveenoughattentiontosth忽視；忽略e.g.Ⅰ)Alotofmenwhohavesuccessfulcareerhavegiventoomuchtoworkandneglectedtheirfamily.很多事業(yè)成功的男人為了工作付出了太多，而忽略了家庭。Ⅱ)Wecanneverneglectminorissues.我們決不能忽視枝節(jié)問題。返回visual

[?v??u?l]adj.01NewWord2oforconnectedwithseeingorsight視覺的；形象化的e.g.Ⅰ)BuildingsdesignedbyGaudigiveusatremendousvisualimpact.高迪設(shè)計的建筑給人以極其深刻的視覺印象。Ⅱ)Visualresourcessuchasvideosmakeclassesmorefun.視覺資源，比如視頻，讓課堂更加有趣。返回patent

[?p?tnt]n.NewWord3anofficialrighttobetheonlypersontomake,useorsellaproductoraninvention;adocumentthatprovesthis專利權(quán)；專利證書e.g.Ⅰ)Ourproductsareprotectedbypatent.我們的產(chǎn)品受專利保護。Ⅱ)Youhavetoapplyforapatentonthisinvention.你必須為這一發(fā)明申請專利。返回philosophy

[f??l?s?fi]n.NewWord4asetofbeliefsoranattitudetolifethatguidessb'sbehavior人生信條；人生哲學(xué)e.g.Ⅰ)Mylifephilosophyistotakeeveryopportunitythatpresentsitself.我的人生信條是不放過任何呈現(xiàn)在眼前的機會。Ⅱ)Ourbusinessphilosophyofresponsibilityensuresourproductquality.負(fù)責(zé)任的經(jīng)營理念保證了我們的產(chǎn)品質(zhì)量。返回credible

[?kred?bl]adj.5NewWordthatcanbebelievedortrusted可信的；可靠的e.g.Ⅰ)Theminister’sstrongspeechmakeshimmorecredible.部長強勢的演講讓他更加可信。Ⅱ)Detailedproductdescriptionandhighqualitypicturesmakeastoremorecredible.詳細(xì)的產(chǎn)品描述和高質(zhì)量的圖片讓一家店鋪更加可信。返回rotation

[r???te??n]n.01NewWord6theactofregularlychangingthethingthatisbeingusedinaparticularsituation輪換；交替e.g.I）Wheat,cornandsugarbeetareplantedinrotationatthisfarm.在這個農(nóng)場，小麥、玉米和甜菜是輪流種植的。II)Alltheemployeesinourcompanytakedutyinrotation.我們公司的所有員工輪流值班。返回alternately

[?:l't?:n?tl?]adv.NewWord7inanalternatingsequenceorposition交替地；輪流地e.g.I)Theministerialconferencetakesplaceeverytwoyearsinmembercountriesalternately.部長會議每兩年舉行一屆，輪流在成員國中召開。II)IowetwoapartmentswhereIlivealternately.我擁有兩套公寓并交替地居住。返回campaign

[k?m?pe?n]n.NewWord8aseriesofplannedactivitiesthatareintendedtoachieveaparticularsocial,commercialorpoliticalaim運動（為社會、商業(yè)或政治目的而進行的一系列有計劃的活動）e.g.I)PeoplewalktostreetsforguncontrolcampaignsaftertheFloridashooting.在佛羅里達槍擊案發(fā)生后，人們走上街頭進行呼吁控槍的運動。II)Aneffectivemarketingcampaigncanraisethepageviewandbringmorecustomerstothestore.一次成功的營銷活動能提高頁面訪問量，并為店鋪帶來更多的顧客。返回intuitive

[?n?tju:?t?v]adj.9NewWordeasytounderstand直觀的；易懂的e.g.I)Appleproductshaveintuitiveinterfaceandareveryeasytouse.蘋果的產(chǎn)品擁有直觀的界面，很容易使用。II)Googlewantsitsuserstohaveeasyaccesstoinformationinaveryintuitiveway.谷歌希望他的用戶能夠以一種直觀的方式更輕易地獲取信息。返回proportion

[pr??p?:?n]n.01NewWord10therelationshipofonethingtoanotherinsize,amount,etc.比例e.g.I)Theproportionofboystogirlsinourcollegeisabout3:7.我們學(xué)院學(xué)生的男女比例大約是三比七。II)Theproportionofwomeninthedecision-makingpositionshasrisento20%.決策層女性占比已經(jīng)提升到了20%。返回Phrases&Expressionsbusiness

scope業(yè)務(wù)范圍；經(jīng)營范圍01P&Ee.g.I)Ourbusinessscopeismen’sandwomen’sclothing.我們的業(yè)務(wù)范圍是男女服裝。II)Thecontentsofthesectorexpressioninacompanynameshallconformtothebusinessscopeoftheenterprise.企業(yè)名稱中行業(yè)用語表述的內(nèi)容應(yīng)當(dāng)與企業(yè)經(jīng)營范圍一致。Phrases&Expressions01P&E02corporate

culture企業(yè)文化e.g.I)Ifanenterprisewantstohaveaninvinciblepositioninthemarket,itmusthaveitsownuniquecorporateculture.一個企業(yè)如果想要在市場上立于不敗之地，必須擁有自己獨特的企業(yè)文化。II)Wewantouremployeestoacknowledgeourcorporatecultureandbeloyaltothecompany.我們希望我們的員工認(rèn)同我們的企業(yè)文化，并且對公司忠誠。Phrases&ExpressionsP&E03supply

channel供貨渠道e.g.I)Duetothedifferentsupplychannels,thepriceofclothingmayvaryalot.由于供貨渠道不同，衣服的價格可能相差甚遠(yuǎn)。II)ThereporterwantedtoknowthesupplychannelofJapanesecosmetics,butthestoreownerjustjumpedtothenextquestion.記者想了解日本化妝品的供貨渠道，但是店主直接跳入了下一個問題。Phrases&ExpressionsP&E04e.g.I)Grouponoffersa“noquestionsasked”returnpolicy.Groupon提供無條件退貨政策。II)Weoffera30-dayreturnpolicy.我們提供30天的退貨保證。return

policy退貨政策Phrases&Expressionsafter-sales

service售后服務(wù)05P&Ee.g.I)Theyaretryingtokeepbuyersaslong-termcustomersbyofferinghighqualityafter-salesservice.他們正在努力通過提供優(yōu)質(zhì)的售后服務(wù)使買家成為長期客戶。II)Siemensisknownforitsqualityproductsandafter-salesservice.西門子以產(chǎn)品品質(zhì)和售后服務(wù)而聞名。Phrases&Expressions01P&E06consistent

with符合；與……一致e.g.I)Ouractionsmustbeconsistentwiththecorporateculture.我們的行為必須符合我們的企業(yè)文化。II)Hisactionisalwaysconsistentwithhiswords.他始終言行一致。Phrases&ExpressionsP&E07brand

image品牌形象e.g.I)Appleisknownforitsinnovativebrandimage.蘋果以創(chuàng)新的品牌形象而聞名。II)Brandimageishowconsumersperceiveaproductoracompany.品牌形象是指消費者對一個產(chǎn)品或一個公司的印象。Phrases&ExpressionsP&E08e.g.I)Thefamilymembersgotothehospitalinturnstotakecareofgrandmother.家庭成員輪流去醫(yī)院照顧祖母。II)TheEuropeanUnionmemberstakeitinturnstochairEU.歐盟成員國輪流做歐盟的主席。in

turns依次；輪流Phrases&Expressionscustomer

stickiness用戶粘性09P&Ee.g.I)Highlyinteractivesocialnetworkingplatformshelptoenhancecustomerstickinessofacompanyorabrand.企業(yè)和品牌可以通過高互動的社交媒體平臺來提高用戶粘性。II)Weofferaregistrationcoupontoincreasecustomerstickiness.我們提供新會員注冊的代金券來增加用戶粘性。Phrases&ExpressionsTask1Workinpairs.Readthepassageandanswerthefollowingquestions.1Whyisstoredescriptionimportanttoaproduct?2Whatisthedifferencebetweenstoredescriptionforabusinessstoreandapersonalstore?3Howtodecorateanonlinestoreinanefficientway?Task21.Herteaching________________istohelpstudentsthinkcritically.2.Thetrademarkisregisteredonthebookofthe____________Office.3.Heisa____________manwhoneverbreakshispromises.4.Trumphadaverysuccessfulelection________________thathelpedhimtobecomethePresidentoftheUnitedStates.5.Asthechairofthestudentunion,shenever____________herstudy.6.Alltheteachersofourmajortakestudentstofieldtripsin____________.7.Everyconferenceroomisequippedwithaudioand____________equipment.8.Theheadisoutof________________withthebodyinyourpainting.Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.philosophy

PatentcrediblecampaignneglectsrotationvisualproportionTask31.我們的客戶想要一個簡單、直觀的桌面外觀。(intuitive)____________________________________________________________2.企業(yè)店鋪一般會在店鋪描述中簡單介紹公司的經(jīng)營范圍。(businessscope)____________________________________________________________3.我們想要塑造一個時尚、活力的品牌形象。(brandimage)____________________________________________________________4.在市場營銷課上，小組成員輪流作為代表發(fā)言。(alternately)____________________________________________________________5.一位俄羅斯顧客對我們的產(chǎn)品不滿意，希望了解我們的退貨政策。(returnpolicy)____________________________________________________________6.我們的價格必須與市場價一致。(consistentwith)___________________________________________________________TranslatethefollowingsentencesintoEnglish,usingtheexpressionsinbrackets.Ourclientwantsasimpleandintuitiveinterface.Thestoredescriptionofabusinessstoreusuallyincludesageneralintroductiontothecompany’sbusinessscope.Wewanttocreateafashionanddynamicbrandimage.Teammembersspeakalternatelyinthemarketingclass.ARussiancustomerisnotsatisfiedwithourproductandwantstoknowourreturnpolicy.Ourpricemustbe