《跨境電商實用英語》課件Unit 3-Chapter 4

Platform-insideMarketing跨境電商實用英語Chapter4Unit3Pre-saleServicesofCross-borderE-commerce跨境電商系列教材Acquirebasicknowledgeaboutplatform-insidemarketingtoolsofAliExpress1Learntherelativewordsandexpressions2UnderstandtheprocedureofcreatingandmanagingpromotionactivitiesandcampaignsonAliExpress3ChapterGoalsAfterstudyingthischapter,youareexpectedto：PARTONEWarming-upTask:Marketingandpromotionactivitiesareimportanttoanonlinestore.Lookatthefollowingstore,anddiscusswithapartnerabouthowthestorepromotionswillaffectyourpurchasedecisionifyouareabuyer.PART1Warming-upPARTTWOPassageReadingPART2PassageReadingWhatshouldwedoafterwecompletethestoreregistration,productsselection,productsprocessinganduploading,storedecorationandotherpreparatorywork,butfindthatthereisnoincreaseinstorevisits,productsexposureandotherrelevantdata?Storemarketingandpromotioncanhelpusattractcustomers,increasevisitsandexposureofourstoreandproducts,bringingmoreordersandtransactions.Ingeneral,storemarketingisdividedintoplatform-insidemarketingandplatform-outsidemarketing.Inthischapter,wewillmainlyintroducethemethodandskillsofplatform-insidemarketing.

Platform-insidemarketingmeanstoadvertiseandpromotethestoreandproductsbyusingthemarketingtoolsprovidedbythird-partyCross-borderE-commerceplatforms.AmongthemajorCross-borderE-commerceplatforms,AliExpressprovidesthemosteffectiveandlargestnumberofplatform-insidemarketingtoolstosellers.Someofthesemarketingtoolsarepaid,whileothersarefree.Platform-insideMarketing

PaidmarketingtoolsofAliExpressaremainlyKeywordProandAffiliateProgram.KeywordProisakindofP4Padvertisement(PayforPerformance).Sellerscansetkeywordsaboutthestoreorproductstopromotethem.Whenthebuyersearchescertainkeywords,thecorrespondingproductswillappearinthesearchresult.AliExpresswillchargetheselleronlywhenthebuyerclicksthepromotionproducts.Duetotheefficiencyofthispay-per-clickadvertising,KeywordProcanquicklyincreasethepageviewsofthestore,andattractmorebuyers.PART2PassageReading

Aftersettingthekeywordsandproductsyouwanttopromote,theselleralsoneedstosetabiddingpriceforthekeywords,whichwilldirectlyaffecttherankingofyourproductsinthesearchresult.Inaddition,thestore’sproductinformationquality,relevancebetweenproductsandkeywords,consumerperception,accountqualityandotherscoresalsoplaykeyrolesintheoverallranking.WecansetthedailyadvertisingbudgettocontrolthecostofKeywordPro,andanalyzethedatareportstodeterminewhethertoadjustthekeywordsandbidstrategy.PART2PassageReading

AnotherpaidpromotionmethodisAffiliateProgram.AffiliateProgramisalsopaidbytheresults.IfthesellerreceivesanorderthroughAffiliateProgram,heneedstopaythecommissionaccordingtothepre-setrate.Thecommissionrateisdecidedbytheseller,anditgenerallyrangesfrom3%to50%.DifferentfromKeywordPro,AffiliateProgramonlychargestheselleraftertheorderisprocessed.Inotherwords,thereisnofeeifthereisnotransaction.Wecansetthecommissionratethrough“MyAliExpress”–“Promotions”,andjoinAffiliateProgram.PART2PassageReadingPART2PassageReadingBesidesKeywordProandAffiliateProgram,AliExpressalsoprovidessellerswithfourkindsofstorepromotiontools:LimitedTimePromotions,FixedDiscounts,SellerCoupons,andStoreDiscounts.Sellerscancreateandmanagethesefourstorepromotionactivitiesat“MyAliExpress”–“Promotions”–“StorePromotions”.LimitedTimePromotionsandStoreDiscountscangreatlyimprovethepageviewsandproductsexposurewithinashorttime,andbringalargenumberoforders.Especiallyfornewstores,theeffectisimmediate.Beforeyoustartthesetwoactivities,makesurethatyouareready.Forexample,ifyouaregoingtotake50%offaproduct,youshouldraisethepriceproperlywhenuploadingtheproduct,becauseAliExpressputsgreateffortsagainstfalsediscounts.Ifyoudonothaveanypreparation,itislikelytolosemoney.

FixedDiscountsmeansthatyoucangetacertainamountoffwhenthepurchasereachesacertainamount.Themainpurposeofthisactivityistostimulatebuyerstobuymoreproducts,andincreaseaveragesalesperbuyer.Therefore,beforewestartthisactivity,weneedtoknowaveragesalesperbuyerofourstore,andthisdatacanbefoundat“DataMatrix”–“StorePerformanceAnalysis”–“TransactionAnalysis”.PART2PassageReadingPART2PassageReadingJustasFixedDiscounts,SellerCouponscanalsoincreaseaveragesalesperbuyer.Inaddition,SellerCouponsisalsoaveryeffectivemarketingtoolforregularcustomers.Besidesofferingcouponstobuyersinthestore,wecanalsosendcouponstoregularcustomerstoattractthemtocomebackandpurchaseagaininourstore.Whencreatingthesepromotionactivities,wemustpayattentionthatthestartandendtimeareU.S.Pacifictime.Ingeneral,thestartandendtimeshouldbesetduringtheeveningprimetimeforforeigncustomers,whichismorelikelytobringbettermarketingresults.Inaddition,activitiesneedtobecreatedatleast48hoursinadvance.Forsomepopularpromotionaltimeperiods,suchasThanksgivingandChristmas,wemustbepreparedearly.

Whetheritispaidmarketingtoolsorstorepromotions,thepurposeisalwaystoincreasethepageviewsofthestoreandbringmoreorders.Onlyifwemakefulluseofeverymarketingtool,andletthemcooperatewitheachother,canweachievethebestmarketingresults.NewWordspreparatory[pr??p?r?tri]adj.1NewWorddoneinordertoprepareforsth.準備的；預備的

e.g.Ⅰ)Atleastoneyear’spreparatoryworkwillbenecessarybeforebuildingthetunnel.在開始建造隧道前，至少需要做一年的準備工作。

Ⅱ)Ministersfrombothcountriesagreedtoholdapreparatorymeetingbeforetheformalconferencenextmonth.在下月的正式會面前，兩國部長同意先舉行一個預備會議。返回transaction[tr?n?z?k?n]n.01NewWord2apieceofbusinessthatisdonebetweenpeople,especiallyanactofbuyingorselling（一筆）交易；業(yè)務(wù)；買賣e.g.Ⅰ)Wecanmakehugeprofitfromthistransaction.我們能從這筆交易中獲得巨額的利潤。Ⅱ)Ifyoucanlowerthepricefor10%,wecanconcludethetransaction.如果你方能降價10%，我們就能達成協(xié)議了。返回affiliate[??f?lie?t]n.NewWord3anorganizationwhichisofficiallyconnectedwithanother,largerorganizationorisamemberofit分支機構(gòu)e.g.Ⅰ)Withaffiliatemarketing,youwon'tneedtoworryabouttheproductsyouhavetosell.加入合作營銷計劃，你就不用擔心你的產(chǎn)品賣不出去。Ⅱ)TheWorldChessFederationhasaffiliatesinaround120countries.

國際象棋聯(lián)合會在大約120個國家設(shè)有分支機構(gòu)。返回corresponding[?k?r??sp?nd??]adj.NewWord4matchingorconnectedwithsth.thatyouhavejustmentioned符合的；相應(yīng)的e.g.Ⅰ)Ourprofitshaverisenby15%comparedwiththecorrespondingperiodlastyear.

我們的利潤與去年同期相比增長了15%。Ⅱ)Allrightscomewithcorrespondingresponsibilities.

一切權(quán)利都伴隨著與之相對應(yīng)的責任。返回relevance

['rel?v?ns]n.5NewWordtherelationofsomethingtothematterathand相關(guān)性；關(guān)聯(lián)e.g.Ⅰ)Politicians’privateliveshavenorelevancetotheirpublicroles.政治家的私生活與他們的政治角色不相關(guān)。Ⅱ)WhencustomerssearchsomethingonAliExpress,theresultsarerankedbysearchrelevance.

當顧客在速賣通上進行搜索時，搜索結(jié)果按照相關(guān)性進行排序。返回commission

[k??m??n]n.01NewWord6asumofmoneypaidtoacompanyorwebsiteforeverysalethatastoremakes傭金

e.g.Ⅰ)Thesalespeopleworkoncommissiononly.銷售員只拿銷售傭金。Ⅱ)Whenwecalculateourcost,wemustconsiderthecommission.當我們計算成本時，我們必須考慮到網(wǎng)站傭金。返回coupon

[?ku:p?n]n.NewWord7asmallpieceofprintedpaperthatyoucanexchangeforsth.orthatgivesyoutherighttobuysth.atacheaperpricethannormal優(yōu)惠券e.g.Ⅰ)Manystoresgivecustomerscouponstoattractthemtocomebackandpurchaseagain.為了吸引顧客再次光顧并消費，許多商家給顧客發(fā)放優(yōu)惠券。Ⅱ)Ifyoupresentthiscouponwithyounexttimewhenyouvisit,youcanget5dollarsoffforpurchaseover30dollars.如果當你下次光顧時出示這張優(yōu)惠券，你可以得到購物滿30美金立減5美金的優(yōu)惠。返回properly

[?pr?p?li]adv.NewWord8inawaythatiscorrectand/orappropriate正確地；適當?shù)?/p>

e.g.Ⅰ)Mycomputerisnotworkingproperly.我的電腦運作不正常。Ⅱ)Ifyoudoyourexerciseoftenandproperly,youwillgetfirmarms.如果你能經(jīng)常正確地鍛煉，你能得到強壯的雙臂。返回

matrix[?me?tr?ks]n.9NewWordanarrangementofnumbers,symbols,etc.inrowsandcolumns,treatedasasinglequantity矩陣

e.g.Ⅰ)Matrixisabasicconceptinmathematics.矩陣是數(shù)學中一個基本的概念。Ⅱ)DataMatrixiswhereyoucanseeallthesalesandperformancedataofyourstoreonAliExpress.數(shù)據(jù)縱橫是速賣通上我們能看到店鋪所有銷售和表現(xiàn)數(shù)據(jù)的地方。返回achieve[??t?i:v]v.01NewWord10tosucceedinreachingaparticulargoal,statusorstandard,especiallybymakinganeffortforalongtime達到；完成

e.g.Ⅰ)Wewillworkhardtoachieveourgoals.我們將會為實現(xiàn)我們的目標而努力。Ⅱ)Ourcollegestrivestotreatstudentsasindividualsandtohelpeachonetoachievetheirfullpotential.我們學院力求對每一個學生因材施教，并幫助他們充分發(fā)揮其潛力。返回Phrases&Expressionsbiddingprice競價價格；投標價格01P&E

e.g.Ⅰ)Offeringacompetitivebiddingpriceiscrucialinapublictender.在公開投標中，提供一個有競爭力的投標價格是很關(guān)鍵的。Ⅱ)Thebiddingpriceisusuallybetweenthecompany’soperatingcostsandthecontrolprice.一般來說，投標價格介于企業(yè)的運營成本和招標控制價之間。Phrases&Expressions01P&E02consumerperception消費者知覺Phrases&Expressions

e.g.Ⅰ)Consumerperceptiononproduct'sconsumptionvalueistheimportantbasisoftheirchoicebehavior..消費者對產(chǎn)品消費價值的感知是消費者選擇行為的重要依據(jù)。Ⅱ)Consumerperceptionisamarketingconceptthatencompassesacustomer'simpression,awarenessand/orconsciousnessaboutacompanyoritsofferings.消費者知覺是一個市場營銷概念，是指消費者對于一家公司或其產(chǎn)品的印象和認識。P&E03raisetheprice提價

e.g.Ⅰ)Wehavetoraisethepricebecauseoftherisingcost.由于成本上漲，我們不得不提價。Ⅱ)

Storesmayraisethepriceinordertoearnextraprofits.為了獲得超額利潤，一些商家可能會提價。Phrases&ExpressionsP&E04stimulate…to

刺激/激勵某人做某事Phrases&Expressions

e.g.Ⅰ)Stresscansometimesstimulatepeopletoworkhard.壓力有時能激勵人們更努力工作。Ⅱ)

Usingsomepositiveexamplescanstimulatestudentstostudytheirknowledgeandsetrightoutlookonlife運用一些積極的案例可以激發(fā)學生的學習興趣，并樹立正確的人生觀。regularcustomer?？停焕项櫩?5P&E

e.g.Ⅰ)Weareregularcustomers,socanyougiveusadiscount?我們是老顧客了，你能給我們打個折嗎？Ⅱ)

Wesendemailstoourregularcustomerswhenwehavenewarrivalsorpromotions.當我們上新或促銷時，我們給老顧客群發(fā)郵件。Phrases&ExpressionsP&E06primetime黃金時間

e.g.Ⅰ)Summerisprimetimefortraveling.夏季是旅游的黃金時段。Ⅱ)

Primetimecommercialscanbeveryexpensive.黃金時段的廣告費非常昂貴。Phrases&ExpressionsP&E07inadvance提前；預先；事先Phrases&Expressions

e.g.Ⅰ)Whenyourentanapartment,usuallyyouhavetopayhalfyear’srentinadvance.當你租房子時，一般來說你需要預交半年的房租。Ⅱ)

Theprofessoraskedeveryonetosubmitquestionsinadvanceofthemeeting.教授請每位同學在會議之前提交問題。Task1Workinpairs.Readthepassageandanswerthefollowingquestions.1Whatcanmarketingandpromotionactivitiesbringtothestore?2Whatisplatform-insidemarketingandplatform-outsidemarketing?3WhataresometipsforcreatingstorepromotionactivitiesonAliExpress?Task21.Youaretoothin.Youarenoteating________.2.Thishospitalisan________ofalocaluniversity.3.The____________rateofAliExpressiseither5%or8%dependingontheproductcategory.4.Youmustchoosethebestanswerandmarkthe______________letterontheanswersheet.5.Ican’t________successwithoutyoursupport6.Securitycheckshadbeencarriedout____________tothePresident'svisit.7.Thetwocompanieshavecometoanagreement,butneithersidewoulddisclosedetailsofthis________.8.Hisspeechhaslittle___________tothetopicoftheforum.Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.

properly

affiliate

commission

corresponding

achieve

preparatory

transaction

relevanceTask31.在直通車中對關(guān)鍵詞的出價過高或過低都不利于產(chǎn)品的曝光。(biddingprice)______________________________________________________________2.我們至少需要提價20%，不然將會