1、Platform-inside Marketing跨境电商实用英语 Chapter 4Unit 3 Pre-sale Services of Cross-border E-commerce跨境电商系列教材Acquire basic knowledge about platform-inside marketing tools of AliExpress1Learn the relative words and expressions2Understand the procedure of creating and managing promotion activities and campai
2、gns on AliExpress3Chapter GoalsAfter studying this chapter,you are expected to：PART ONEWarming-up Task:Marketing and promotion activities are important to an online store.Look at the following store,and discuss with a partner about how the store promotions will affect your purchase decision if you a
3、re a buyer.PART 1Warming-upPART TWOPassage ReadingPART 2Passage Reading What should we do after we complete the store registration,products selection,products processing and uploading,store decoration and other preparatory work,but find that there is no increase in store visits,products exposure and
4、 other relevant data?Store marketing and promotion can help us attract customers,increase visits and exposure of our store and products,bringing more orders and transactions.In general,store marketing is divided into platform-inside marketing and platform-outside marketing.In this chapter,we will ma
5、inly introduce the method and skills of platform-inside marketing.Platform-inside marketing means to advertise and promote the store and products by using the marketing tools provided by third-party Cross-border E-commerce platforms.Among the major Cross-border E-commerce platforms,AliExpress provid
6、es the most effective and largest number of platform-inside marketing tools to sellers.Some of these marketing tools are paid,while others are free.Platform-inside Marketing Paid marketing tools of AliExpress are mainly Keyword Pro and Affiliate Program.Keyword Pro is a kind of P4P advertisement(Pay
7、 for Performance).Sellers can set keywords about the store or products to promote them.When the buyer searches certain keywords,the corresponding products will appear in the search result.AliExpress will charge the seller only when the buyer clicks the promotion products.Due to the efficiency of thi
8、s pay-per-click advertising,Keyword Pro can quickly increase the page views of the store,and attract more buyers.PART 2Passage Reading After setting the keywords and products you want to promote,the seller also needs to set a bidding price for the keywords,which will directly affect the ranking of y
9、our products in the search result.In addition,the stores product information quality,relevance between products and keywords,consumer perception,account quality and other scores also play key roles in the overall ranking.We can set the daily advertising budget to control the cost of Keyword Pro,and
10、analyze the data reports to determine whether to adjust the keywords and bid strategy.PART 2Passage Reading Another paid promotion method is Affiliate Program.Affiliate Program is also paid by the results.If the seller receives an order through Affiliate Program,he needs to pay the commission accord
11、ing to the pre-set rate.The commission rate is decided by the seller,and it generally ranges from 3%to 50%.Different from Keyword Pro,Affiliate Program only charges the seller after the order is processed.In other words,there is no fee if there is no transaction.We can set the commission rate throug
12、h“My AliExpress”“Promotions”,and join Affiliate Program.PART 2Passage ReadingPART 2Passage Reading Besides Keyword Pro and Affiliate Program,AliExpress also provides sellers with four kinds of store promotion tools:Limited Time Promotions,Fixed Discounts,Seller Coupons,and Store Discounts.Sellers ca
13、n create and manage these four store promotion activities at“My AliExpress”“Promotions”“Store Promotions”.Limited Time Promotions and Store Discounts can greatly improve the page views and products exposure within a short time,and bring a large number of orders.Especially for new stores,the effect i
14、s immediate.Before you start these two activities,make sure that you are ready.For example,if you are going to take 50%off a product,you should raise the price properly when uploading the product,because AliExpress puts great efforts against false discounts.If you do not have any preparation,it is l
15、ikely to lose money.Fixed Discounts means that you can get a certain amount off when the purchase reaches a certain amount.The main purpose of this activity is to stimulate buyers to buy more products,and increase average sales per buyer.Therefore,before we start this activity,we need to know averag
16、e sales per buyer of our store,and this data can be found at“Data Matrix”“Store Performance Analysis”“Transaction Analysis”.PART 2Passage ReadingPART 2Passage Reading Just as Fixed Discounts,Seller Coupons can also increase average sales per buyer.In addition,Seller Coupons is also a very effective
17、marketing tool for regular customers.Besides offering coupons to buyers in the store,we can also send coupons to regular customers to attract them to come back and purchase again in our store.When creating these promotion activities,we must pay attention that the start and end time are U.S.Pacific t
18、ime.In general,the start and end time should be set during the evening prime time for foreign customers,which is more likely to bring better marketing results.In addition,activities need to be created at least 48 hours in advance.For some popular promotional time periods,such as Thanksgiving and Chr
19、istmas,we must be prepared early.Whether it is paid marketing tools or store promotions,the purpose is always to increase the page views of the store and bring more orders.Only if we make full use of every marketing tool,and let them cooperate with each other,can we achieve the best marketing result
20、s.New Wordspreparatory prprtri adj.1New Worddone in order to prepare for sth.准备的；预备的 e.g.)At least one years preparatory work will be necessary before building the tunnel.在开始建造隧道前，至少需要做一年的准备工作。)Ministers from both countries agreed to hold a preparatory meeting before the formal conference next month
21、.在下月的正式会面前，两国部长同意先举行一个预备会议。返回transactiontrnzkn n.01New Word2a piece of business that is done between people,especially an act of buying or selling（一笔）交易；业务；买卖e.g.)We can make huge profit from this transaction.我们能从这笔交易中获得巨额的利润。)If you can lower the price for 10%,we can conclude the transaction.如果你方能降
22、价10%，我们就能达成协议了。返回affiliatefliet n.New Word3an organization which is officially connected with another,larger organization or is a member of it 分支机构 e.g.)With affiliate marketing,you wont need to worry about the products you have to sell.加入合作营销计划，你就不用担心你的产品卖不出去。)The World Chess Federation has affilia
23、tes in around 120 countries.国际象棋联合会在大约120个国家设有分支机构。返回corresponding krspnd adj.New Word4matching or connected with sth.that you have just mentioned符合的；相应的e.g.)Our profits have risen by 15%compared with the corresponding period last year.我们的利润与去年同期相比增长了15%。)All rights come with corresponding responsib
24、ilities.一切权利都伴随着与之相对应的责任。返回relevance relvns n.5New Wordthe relation of something to the matter at hand相关性；关联 e.g.)Politicians private lives have no relevance to their public roles.政治家的私生活与他们的政治角色不相关。)When customers search something on AliExpress,the results are ranked by search relevance.当顾客在速卖通上进行搜
25、索时，搜索结果按照相关性进行排序。返回commission kmn n.01New Word6a sum of money paid to a company or website for every sale that a store makes佣金 e.g.)The salespeople work on commission only.销售员只拿销售佣金。)When we calculate our cost,we must consider the commission.当我们计算成本时，我们必须考虑到网站佣金。返回coupon ku:pn n.New Word7a small pie
26、ce of printed paper that you can exchange for sth.or that gives you the right to buy sth.at a cheaper price than normal优惠券e.g.)Many stores give customers coupons to attract them to come back and purchase again.为了吸引顾客再次光顾并消费，许多商家给顾客发放优惠券。)If you present this coupon with you next time when you visit,y
27、ou can get 5 dollars off for purchase over 30 dollars.如果当你下次光顾时出示这张优惠券，你可以得到购物满30美金立减5美金的优惠。返回properly prpli adv.New Word8in a way that is correct and/or appropriate正确地；适当地 e.g.)My computer is not working properly.我的电脑运作不正常。)If you do your exercise often and properly,you will get firm arms.如果你能经常正确地
28、锻炼，你能得到强壮的双臂。返回 matrix metrks n.9New Wordan arrangement of numbers,symbols,etc.in rows and columns,treated as a single quantity矩阵 e.g.)Matrix is a basic concept in mathematics.矩阵是数学中一个基本的概念。)Data Matrix is where you can see all the sales and performance data of your store on AliExpress.数据纵横是速卖通上我们能看
29、到店铺所有销售和表现数据的地方。返回achieveti:v v.01New Word10to succeed in reaching a particular goal,status or standard,especially by making an effort for a long time达到；完成 e.g.)We will work hard to achieve our goals.我们将会为实现我们的目标而努力。)Our college strives to treat students as individuals and to help each one to achiev
30、e their full potential.我们学院力求对每一个学生因材施教，并帮助他们充分发挥其潜力。返回Phrases&Expressionsbidding price 竞价价格；投标价格01P&E e.g.)Offering a competitive bidding price is crucial in a public tender.在公开投标中，提供一个有竞争力的投标价格是很关键的。)The bidding price is usually between the companys operating costs and the control price.一般来说，投标价格介
31、于企业的运营成本和招标控制价之间。Phrases&Expressions01P&E02consumer perception 消费者知觉Phrases&Expressions e.g.)Consumer perception on products consumption value is the important basis of their choice behavior.消费者对产品消费价值的感知是消费者选择行为的重要依据。)Consumer perception is a marketing concept that encompasses a customers impressio
32、n,awareness and/or consciousness about a company or its offerings.消费者知觉是一个市场营销概念，是指消费者对于一家公司或其产品的印象和认识。P&E03raise the price 提价 e.g.)We have to raise the price because of the rising cost.由于成本上涨，我们不得不提价。)Stores may raise the price in order to earn extra profits.为了获得超额利润，一些商家可能会提价。Phrases&ExpressionsP&
33、E04stimulate to 刺激/激励某人做某事Phrases&Expressions e.g.)Stress can sometimes stimulate people to work hard.压力有时能激励人们更努力工作。)Using some positive examples can stimulate students to study their knowledge and set right outlook on life运用一些积极的案例可以激发学生的学习兴趣，并树立正确的人生观。regular customer 常客；老顾客05P&E e.g.)We are regu
34、lar customers,so can you give us a discount?我们是老顾客了，你能给我们打个折吗？)We send emails to our regular customers when we have new arrivals or promotions.当我们上新或促销时，我们给老顾客群发邮件。Phrases&ExpressionsP&E06prime time 黄金时间 e.g.)Summer is prime time for traveling.夏季是旅游的黄金时段。)Prime time commercials can be very expensive
35、.黄金时段的广告费非常昂贵。Phrases&ExpressionsP&E07in advance 提前；预先；事先Phrases&Expressions e.g.)When you rent an apartment,usually you have to pay half years rent in advance.当你租房子时，一般来说你需要预交半年的房租。)The professor asked everyone to submit questions in advance of the meeting.教授请每位同学在会议之前提交问题。Task 1 Work in pairs.Read
36、 the passage and answer the following questions.1What can marketing and promotion activities bring to the store?2What is platform-inside marketing and platform-outside marketing?3What are some tips for creating store promotion activities on AliExpress?Task 2 1.You are too thin.You are not eating_.2.
37、This hospital is an_ of a local university.3.The _ rate of AliExpress is either 5%or 8%depending on the product category.4.You must choose the best answer and mark the_ letter on the answer sheet.5.I cant _ success without your support6.Security checks had been carried out _to the Presidents visit.7
38、.The two companies have come to an agreement,but neither side would disclose details of this _.8.His speech has little _ to the topic of the forum.Complete the following sentences with the words or phrases in the box.Change the form if necessary.properly affiliate commission corresponding achieve pr
39、eparatory transaction relevanceTask 3 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。(bidding price)_2.我们至少需要提价20%，不然将会亏损。(raise the price)_3.希望这次的促销活动能刺激我们的顾客进行购买。(stimulate to)_4.由于你是我们的老顾客，我们决定给你一个特殊折扣。(regular customer)_5.每组同学需要在每周上课之前准备好发言材料。(in advance)_ 6.根据规定，黄金时段的电视剧中间不得插播广告。(prime time)_Translate the follow
40、ing sentences into English,using the expressions in brackets.Its not good for product exposure if the bidding price for Keyword Pro is too high or too low.We must raise the price by at least 20%,or we will lose money.We hope this promotion activity can stimulate our customers to buy.We decide to giv
41、e you a special discount since you are our regular customer.Every team should prepare the material for speaking before class each week.According to the regulations,no advertising could be played in the middle of TV dramas during prime time.PART THEREReal Case Analysis Please write an email to regular customers to notice them of the new arrivals/the Thanksgiving promotion of your store.PART 3Mini-ProjectTHANKYOU跨境电商系列教材Unit 3 Pre-sale Services of Cross-border E-commerce
