1、Title Description跨境电商实用英语 Chapter 2Unit 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 product title description on Cross-bo
2、rder E-commerce platforms3Chapter GoalsAfter studying this chapter,you are expected to：PART ONEWarming-upPART 1Warming-upTask:Title description is important to a product.Look at the following two products,and discuss with a partner about how the title description looks of each product.PART TWOPassag
3、e ReadingPART 2Passage Reading Title Description is usually the first step of releasing products,and is crucial to Cross-border E-commerce products.When buyers select products on third-party Cross-border E-commerce platforms,they often search through keywords.A good title allows your products to be
4、searched by buyers,maximizes the page views of products,increases product exposure,improves product ranking,as well as stimulates buyers desire to buy.A good title description should stimulate buyers desire to buy directly after buyers see the title and without even clicking into the details.The fir
5、st thing to follow is that you need to make sure the title description is a collection of product keywords.Therefore,we must put the core and most accurate keywords of products in the title description.Title Description In general,title description consists of core words,attribute words,long tail ke
6、ywords and so on.In simple terms,the core words are the key words to describe the products.For example,the core word of a womens dress can be“dress”or“womens dress”.Attribute words are used to describes products attributes,such as color,size,material,style,use,and so on.Long tail keywords,also known
7、 as flow words,refer to the keywords that do not have much relationship with the products,but can bring more page views,such as“plus size”,“free shipping”,“wholesale”and so on.After a period of shop operation,there will often be hundreds or even thousands of products,and many of them belong to the s
8、ame category.If we are conscientious about each title description,the workload is too heavy.So for the same category of products,we can use title templates.That is,the core words stay the same,change attribute words accordingly,and replace the long tail keywords.For example,under the category of wom
9、ens dress,we may upload a variety of products.Every product has different colors,styles,materials and so on.First,we can set core words for this category of products,such as“2018 Fashion Womens Dress.”Then it can be used as the beginning of all products title under this category.Then we can set diff
10、erent attribute words according to the different attributes of products,such as different colors,length,style,etc.,so there is a difference between each product.Finally,we can set the long tail keywords that will bring us more page views.In this way,we can produce a series of high-quality title desc
11、riptions quickly and efficiently.PART 2Passage Reading The rules of the major Cross-border E-commerce platforms are not the same.For example,the title of products on AliExpress can be set up to 128 characters,but DHgate allows 140 characters.However,some tips of product description are common.Here a
12、re some tips:1.Use the data analysis tools(such as the data analysis tool of AliExpress:Data from vertical and horizontal)to set the hot keywords;2.Try to put core words as early as possible,best in the first five words;3.Capitalize the first letter of each keyword except for the,a and other preposi
13、tions;4.Maximize the use of characters;5.Do not pile up keywords;6.Do not use keywords that do not match the products real information;7.Avoid the use of sensitive words,such as cheap,fake and so on;8.Make the title as clear and coherent as possible,and nature in English.PART 2Passage ReadingNew Wor
14、dscrucial kruladj.1New Wordextremely important,because it will affect other things 至关重要的；关键性的e.g.)Winning this contract is crucial to the success of our company.赢得这份合同对我们公司的成败至关重要。)A good reputation is crucial to running an online store.良好的声誉对经营一家线上商店非常关键返回keyword ki:w:d n.01New Word2a word or phras
15、e that you type on a computer keyboard to give an instruction or to search for information about sth.关键词；关键字（用于指令或检索）e.g.)You can search for what you want to buy with the keyword.您可以使用关键词搜索寻找您想购买的产品。)I would enter this keyword in Google.我想在谷歌输入这个关键词。返回maximize mksmaz v.New Word3to increase sth as mu
16、ch as possible使增加到最大限度e.g.)In order to maximize profit the firm would seek to maximize output.为了获得最大利润，这家公司会把产量增至最大。)It is wise to buy at dealer prices so you can maximize your profits if you resell.明智的做法是以批发价购进，这样可以在转卖时获得最大的利润。返回exposure ksp(r)n.New Word4 the attention that someone or something get
17、s from newspaper,television,etc.曝光；曝光量e.g.)Product exposure refers to how many times your product has been seen by the customers.产品曝光量是指你的产品被客户看到的次数。)High product exposure doesnt necessarily means more orders.高产品曝光量并不一定意味着更多的订单。返回stimulate stmjulet v.5New Wordto make sth develop or become more activ
18、e;to encourage sth促进；激发；激励e.g.)The beautiful pictures of the product stimulates buyers desire to buy.产品精美的图片激发了顾客的购买欲望。)The exhibition stimulates peoples interest in his paintings.这次展览激发了大众对他的画作的兴趣。返回accurate kjrt adj.01New Word6confirming exactly or almost exactly to fact or to a standard or perfor
19、ming with total accuracy 准确的；精准的e.g.I）Some people believe that the print media are more accurate and more reliable than television and the Internet.一些人相信印刷媒体比电视和网络更准确、更可靠。II)You have to make sure the product description is accurate,or you might receive disputes from buyers.你必须确保产品描述是准确的，否则的话可能会收到来自买
20、家的纠纷。返回attribute trbju:t n.New Word7a quality or feature of sb/sth 属性；性质；特征e.g.I)Major product attributes include color,size,material,etc.产品属性主要包括颜色，尺寸，材质等。II)Patience is an attribute of a good teacher.耐心是一位好老师应有的品质。返回flow fl n.New Word8the continuous production of supply of sth 流量e.g.I)One Belt and
21、 One Road encourages the free flow of information among the member countries.“一带一路”鼓励成员国之间信息的自由流动。II)Popular keywords bring more flow to our online store.流行的关键词能为我们的在线店铺带来更大的流量。返回conscientious kniens adj.9New Wordtaking care to do things carefully and correctly 认真的；尽责的；小心谨慎的e.g.I)She is very conscie
22、ntious and never skimps her work.她做事认真，从不敷衍了事。II)Most students at our school are conscientious.我们学校大部分的学生都很勤奋。返回template templet n.01New Word10a thing that is used as a model for producing other similar examples 模板；样板；范例e.g.I)Here is a template for interview questions.这是采访问题的一个模板。II)A phone book tem
23、plate is normally included in a new cell phone.新手机中通常包含一个电话簿样板。返回accordingly k:dli adv.New Word11in a way that is appropriate to what has been done or said in a particular situation 相应地e.g.I)We have to find out his plans and act accordingly.我们必须找出他的计划，并照着办。II)As the economy develops,the purchasing p
24、ower of the people has been improved accordingly.随着经济的发展，人民的购买力也随之提高了。返回coherent khrnt adj.New Word12logical and well organized;easy to understand and clear 有条理的；清楚易懂的e.g.I)Good interpretation should be coherent and intelligible.好的翻译应该是通顺易懂的。II)The president was so calm and coherent when he answered
25、 questions in the interview last night.总统在昨晚的访谈中回答问题时表现得镇定、条理清楚。返回Phrases&Expressionsrelease products 发布产品01P&Ee.g.I)Market research helps us to determine the best time to release products.市场调研帮助我们确定发布产品的最佳时机。II)We have to invest more money in order to release products to the market as soon as possi
26、ble.为了将产品尽快投入市场，我们必须投入更多资金。Phrases&Expressions01P&E02consist of 由组成；由构成；包括e.g.I)A healthy diet should consist of whole foods.健康的饮食应由全天然的食品构成。II)Most families in China consist of father,mother and only one child.中国大部分家庭只包括爸爸、妈妈和一个孩子。Phrases&ExpressionsP&E03plus size 大尺码；加大码e.g.I)The popularity of plu
27、s size models tells us that the traditional ideals of beauty are being challenged now.大码模特的流行告诉我们传统审美观念正在被挑战。II)Plus size clothes sell well on AliExpress and other Cross-border E-commerce platforms.大尺码服装在速卖通和其他跨境电商平台上很畅销。Phrases&ExpressionsP&E04e.g.I)Warehouse markets such as Costco and Sams allow m
28、embers to buy goods at whole sale prices.仓储式超市，如好市多和山姆店，允许会员以批发价购买商品。II)If you buy in quantities on DH Gate,you can get whole sale prices.如果你在敦煌网上批量采购，你将得到批发价。whole sale 批发Phrases&Expressionsa variety of 种种；多种的。05P&Ee.g.I)Buyers place orders for a variety of reasons.买家会由于种种原因下订单。II)Hangzhou offers a
29、 variety of attractions.杭州有种种引人入胜之处。Phrases&Expressions01P&E06a series of 一系列；一连串e.g.I)The students attended the lecture asked a series of questions.参加讲座的同学提出了一系列的问题。II)We prepared a series of promotion activities for the“double eleven”.为了迎接双十一，我们准备了一系列的促销活动。Phrases&ExpressionsP&E07up to 一直到；多达e.g.I
30、)The water came up to his chest.水一直淹到了他的胸部。II)The taxes came up to a huge sum.各种税加起来是一笔巨款。Phrases&ExpressionsP&E08e.g.I)We can use some data analysis tools to help us understand the performance of our store.我们可以通过一些数据分析工具来更好地分析店铺的运营情况。II)Some data analysis tools can help us find popular and hot keyw
31、ords.一些数据分析工具能帮助我们找到流行和热搜的关键词。data analysis 数据分析Phrases&Expressionspile up 堆砌；堆积09P&Ee.g.I)Piling up keywords synonymous keywords in the product title is a violation of the rules of most cross-border e-commerce platforms.堆砌同义关键词违反大部分跨境电商平台的平台规则。II)Problems will pile up during work.工作中的问题会越积越多。Phrase
32、s&ExpressionsTask 1 Work in pairs.Read the passage and answer the following questions.1Why is title description important to a product?2What is a core word,attribute word,and long tail keyword?3How many pictures in the product description is the best?Why?Task 2 1.Cruelty is a normal _ of human behav
33、ior.2.One of the“7C”principles of business correspondence is _.3.In order to _ customers to buy,we decided to give some discounts.4.Teamwork spirit and ability is a _ qualification for a team leader.5.Quartz timepieces are very _,to a minute or two per year.6.Each political party has its own interes
34、ts,and will act _.7.She is a _ person,so she will never make a mistake like this.8.The restaurant owner has fired several full-time waiters to cut budget and _ profit.Complete the following sentences with the words or phrases in the box.Change the form if necessary.attribute coherentstimulatecrucial
35、accurateaccordinglyconscientiousmaximizeTask 3 1.请根据模板填写表格。(template)_2.经过我们的努力，店铺的流量得到了明显的提升。(flow)_3.我们的销售团队由一名销售经理和四名销售助理构成。(consist of)_4.作为当红明星，他在电视和报刊上频频曝光。(exposure)_5.每个产品最多能添加10张产品图片。(up to)_6.为了迎接感恩节和圣诞节，我们将上架一系列的新产品。(a series of)_Translate the following sentences into English,using the ex
36、pressions in brackets.Please fill out the form according to the template.Through our efforts,there is a notable increase in the flow of our store.Our sales team consists of one sales manager and four sales assistants.As a popular star,he has frequent exposure both on television and newspapers.Each p
37、roduct can have up to 10 pictures.We are going to upload a series of new products for the coming Thanksgiving and Christmas.PART THEREMini-ProjectPART 3Please make a title for the following product(remember to include core words,attribute words,and long tail keywords).THANKYOU跨境电商系列教材Unit 3 Pre-sale Services of Cross-border E-commerce
