1、Store Description跨境电商实用英语 Chapter 1Unit 3 Pre-sale Services of Cross-border E-commerce跨境电商系列教材Acquire basic knowledge about store description on Cross-border E-commerce platforms1Learn the relative words and expressions2Understand the procedure of writing a good store description on Cross-border E-c
2、ommerce platforms3Chapter GoalsAfter studying this chapter,you are expected to：PART ONEWarming-upPART 1Warming-upTask:Store description is important to a cross-border online store.Look at the following store description,and discuss with a partner about what information is included and how it helps t
3、o create the brand image.PART TWOPassage ReadingPART 2Passage Reading Store description is where we introduce the basic information of the store and show the advantages and strength of it,and thus cannot be neglected.In general,Cross-border E-commerce stores can be divided into business stores and p
4、ersonal stores.These two types of store descriptions have different focuses.The business store description is richer in content,while the personal store description is usually more concise,and pays more attention to visual marketing tools such as store decoration.The business store description gener
5、ally begins with a company profile,such as company history,main business scope,awards or patent certificate,well-known customers etc.In addition,there may also be brief introduction of the companys business philosophy or corporate culture,leaving a reliable first impression to the buyer.Due to the s
6、pecial nature of Cross-border E-commerce,the store description will also introduce the supply channels,logistics,delivery time,return policy,contact information for after-sales service etc.In the store description,the seller can also add some pictures properly,such as real shots of the factory,real
7、shots of the packaging process,to make the store more credible.Store Description The description of personal stores is relatively concise,and focuses more on the store decoration.The design of the home page is significant for all Cross-border E-commerce platforms.Taking AliExpress as an example,stor
8、e decoration is divided into multiple parts,including shop sign,picture rotation,recommended products,and customized contents and so on.The first step of store decoration is to decide the overall style and color of the store.In this process,we should take full consideration if the selected style and
9、 color is consistent with our main business scope or brand image.For example,the store decoration of baby products is generally more lovely and warm,and the color is usually pink and white;and the store decoration of digital products or mens clothing is generally more concise and business-style,and
10、the color is usually blue or black and white.PART 2Passage Reading Once the style and color of the store has been decided,we need to design a sign for the store.Shop sign appears at the top of home page.It is not only a simple sign of the store,but also shows the features of it.We can put the name o
11、f the store or the company,as well as some main product information in the shop sign.It is also allowed to include a link in the shop sign.The link can be the home page,information for a group of products or any single product.We can use links of the home page,activities,or products alternately acco
12、rding to the goals of marketing campaigns to make the full use of the shop sign.Picture rotation is generally located below the shop sign,displaying the advertising pictures in turns,showing the characteristics of products in a more intuitive and vivid way.We usually set the featured products,hot-se
13、lling products or new products as the advertising pictures.It should be noted that the size and proportion of pictures for the use of picture rotation must be uniform.PART 2Passage Reading The use of recommended products is very efficient.We can automatically select the products of the highest sales
14、 as the hot products recommendation.A store can add more than one module of recommended products.So in addition to hot products recommendation,we can also add recommendation for new products or seasonal products.Finally,we can show our products and store more comprehensively by adding customized con
15、tents.For example,you can add custom languages for the convenience of non-English speaking buyers.We can also show our social media accounts to buyers in this area to attract more fans,increase customer stickiness and loyalty.PART 2Passage ReadingNew Wordsneglect nglekt v.1New Wordto not give enough
16、 attention to sth忽视；忽略e.g.)A lot of men who have successful career have given too much to work and neglected their family.很多事业成功的男人为了工作付出了太多，而忽略了家庭。)We can never neglect minor issues.我们决不能忽视枝节问题。返回visual vul adj.01New Word2of or connected with seeing or sight视觉的；形象化的e.g.)Buildings designed by Gaudi
17、give us a tremendous visual impact.高迪设计的建筑给人以极其深刻的视觉印象。)Visual resources such as videos make classes more fun.视觉资源，比如视频，让课堂更加有趣。返回patent ptnt n.New Word3an official right to be the only person to make,use or sell a product or an invention;a document that proves this专利权；专利证书e.g.)Our products are prot
18、ected by patent.我们的产品受专利保护。)You have to apply for a patent on this invention.你必须为这一发明申请专利。返回philosophy flsfi n.New Word4a set of beliefs or an attitude to life that guides sbs behavior人生信条；人生哲学e.g.)My life philosophy is to take every opportunity that presents itself.我的人生信条是不放过任何呈现在眼前的机会。)Our busines
19、s philosophy of responsibility ensures our product quality.负责任的经营理念保证了我们的产品质量。返回credible kredbl adj.5New Wordthat can be believed or trusted可信的；可靠的e.g.)The ministers strong speech makes him more credible.部长强势的演讲让他更加可信。)Detailed product description and high quality pictures make a store more credible
20、.详细的产品描述和高质量的图片让一家店铺更加可信。返回rotation rten n.01New Word6the act of regularly changing the thing that is being used in a particular situation轮换；交替e.g.I）Wheat,corn and sugar beet are planted in rotation at this farm.在这个农场，小麦、玉米和甜菜是轮流种植的。II)All the employees in our company take duty in rotation.我们公司的所有员工
21、轮流值班。返回alternately:lt:ntl adv.New Word7in an alternating sequence or position交替地；轮流地e.g.I)The ministerial conference takes place every two years in member countries alternately.部长会议每两年举行一届，轮流在成员国中召开。II)I owe two apartments where I live alternately.我拥有两套公寓并交替地居住。返回campaign kmpen n.New Word8a series o
22、f planned activities that are intended to achieve a particular social,commercial or political aim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)People walk to streets for gun control campaigns after the Florida shooting.在佛罗里达枪击案发生后，人们走上街头进行呼吁控枪的运动。II)An effective marketing campaign can raise the page view and br
23、ing more customers to the store.一次成功的营销活动能提高页面访问量，并为店铺带来更多的顾客。返回intuitive ntju:tv adj.9New Wordeasy to understand直观的；易懂的e.g.I)Apple products have intuitive interface and are very easy to use.苹果的产品拥有直观的界面，很容易使用。II)Google wants its users to have easy access to information in a very intuitive way.谷歌希望他
24、的用户能够以一种直观的方式更轻易地获取信息。返回proportion prp:n n.01New Word10the relationship of one thing to another in size,amount,etc.比例e.g.I)The proportion of boys to girls in our college is about 3:7.我们学院学生的男女比例大约是三比七。II)The proportion of women in the decision-making positions has risen to 20%.决策层女性占比已经提升到了20%。返回Phr
25、ases&Expressionsbusiness scope 业务范围；经营范围01P&Ee.g.I)Our business scope is mens and womens clothing.我们的业务范围是男女服装。II)The contents of the sector expression in a company name shall conform to the business scope of the enterprise.企业名称中行业用语表述的内容应当与企业经营范围一致。Phrases&Expressions01P&E02corporate culture 企业文化e.
26、g.I)If an enterprise wants to have an invincible position in the market,it must have its own unique corporate culture.一个企业如果想要在市场上立于不败之地，必须拥有自己独特的企业文化。II)We want our employees to acknowledge our corporate culture and be loyal to the company.我们希望我们的员工认同我们的企业文化，并且对公司忠诚。Phrases&ExpressionsP&E03supply c
27、hannel 供货渠道e.g.I)Due to the different supply channels,the price of clothing may vary a lot.由于供货渠道不同，衣服的价格可能相差甚远。II)The reporter wanted to know the supply channel of Japanese cosmetics,but the store owner just jumped to the next question.记者想了解日本化妆品的供货渠道，但是店主直接跳入了下一个问题。Phrases&ExpressionsP&E04e.g.I)Gr
28、oupon offers a“no questions asked”return policy.Groupon提供无条件退货政策。II)We offer a 30-day return policy.我们提供30天的退货保证。return policy 退货政策Phrases&Expressionsafter-sales service 售后服务05P&Ee.g.I)They are trying to keep buyers as long-term customers by offering high quality after-sales service.他们正在努力通过提供优质的售后服
29、务使买家成为长期客户。II)Siemens is known for its quality products and after-sales service.西门子以产品品质和售后服务而闻名。Phrases&Expressions01P&E06consistent with 符合；与一致e.g.I)Our actions must be consistent with the corporate culture.我们的行为必须符合我们的企业文化。II)His action is always consistent with his words.他始终言行一致。Phrases&Expressi
30、onsP&E07brand image 品牌形象e.g.I)Apple is known for its innovative brand image.苹果以创新的品牌形象而闻名。II)Brand image is how consumers perceive a product or a company.品牌形象是指消费者对一个产品或一个公司的印象。Phrases&ExpressionsP&E08e.g.I)The family members go to the hospital in turns to take care of grandmother.家庭成员轮流去医院照顾祖母。II)T
31、he European Union members take it in turns to chair EU.欧盟成员国轮流做欧盟的主席。in turns 依次；轮流Phrases&Expressionscustomer stickiness 用户粘性09P&Ee.g.I)Highly interactive social networking platforms help to enhance customer stickiness of a company or a brand.企业和品牌可以通过高互动的社交媒体平台来提高用户粘性。II)We offer a registration co
32、upon to increase customer stickiness.我们提供新会员注册的代金券来增加用户粘性。Phrases&ExpressionsTask 1 Work in pairs.Read the passage and answer the following questions.1Why is store description important to a product?2What is the difference between store description for a business store and a personal store?3How to d
33、ecorate an online store in an efficient way?Task 2 1.Her teaching_ is to help students think critically.2.The trademark is registered on the book of the_ Office.3.He is a _ man who never breaks his promises.4.Trump had a very successful election_ that helped him to become the President of the United
34、 States.5.As the chair of the student union,she never _ her study.6.All the teachers of our major take students to field trips in _.7.Every conference room is equipped with audio and _equipment.8.The head is out of _with the body in your painting.Complete the following sentences with the words or ph
35、rases in the box.Change the form if necessary.philosophy PatentcrediblecampaignneglectsrotationvisualproportionTask 3 1.我们的客户想要一个简单、直观的桌面外观。(intuitive)_2.企业店铺一般会在店铺描述中简单介绍公司的经营范围。(business scope)_3.我们想要塑造一个时尚、活力的品牌形象。(brand image)_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。(
36、return policy)_6.我们的价格必须与市场价一致。(consistent with)_Translate the following sentences into English,using the expressions in brackets.Our client wants a simple and intuitive interface.The store description of a business store usually includes a general introduction to the companys business scope.We want
37、 to create a fashion and dynamic brand image.Team members speak alternately in the marketing class.A Russian customer is not satisfied with our product and wants to know our return policy.Our price must be consistent with the market price.PART THEREMini-Project 杭州ABC服饰有限公司创始于2002年，是一家以设计、开发、生产、销售高端女
38、装品牌为一体的服装企业。公司专注经营于法国、西班牙、意大利等欧美市场十年，2012年正式转向跨境电商市场。ABC服饰有限公司现有员工200余人，厂房面积1500多平方米，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。ABC服饰有限公司坚持以“支持经销商快速成长，为客户打造美丽人生”的企业使命，努力打造性价比高、竞争力强的欧美服饰生产批发龙头企业！PART 3Task 1 Please write a company profile for the following company 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，
39、减价商品15天内），如对商品有任何不满意，我们将提供无理由退换货服务。PART 3Task 2 Write service terms for the following store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。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
40、识被摘、标识被剪的商品。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。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，若您一旦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退换货为您处理，将视为一般退换货办理，请您理解。A:由于灯光、计算机显示器色差、或个人对颜色理解等不同，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。B:商品详情页面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原因，可能与您的测量结果略有差异。C: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，恕无法为您操作退换货。THANKYOU跨境电商系列教材Unit 3 Pre-sale Services of Cross-border E-commerce
