跨境電子商務(wù)英語(yǔ) Unit 5 課件

跨境電子商務(wù)英語(yǔ)Unit5

Cross-BorderE-CommerceProductManagement

UnitObjectives:Learntodotheproductselectioninyoure-commercestore.Learnabouttheproductpricingstrategies.Learnabouttheforbiddenandrestrictedproducts.Unit5Cross-BorderE-CommerceProductManagementProductSelection1ProductPricing23CONTENTS目錄ForbiddenandRestrictedProducts1ProductSelectionWarming-up1.Takeacloselookatthefollowingpiechart(SeeFigure5.1)andputtheresultsofthesurveyinorder.Order(frommosttoleast):Part1ProductSelectionE-C-A-G-F-B-H-DWarming-up2.GroupDiscussion.Workingroupsanddiscusswithyourpartner(s)aboutthefollowingcase:MarkwantstorunabusinessonAliExpress,buthedoesn’ttohowtodoproductselectiontomakethebusinesssuccessful.Pleasegivehimsomesuggestions.Theconsiderationfactorsforproductselectionincludethefollowingaspects.Part1ProductSelectionListeningListentothefollowingsentencesandfillintheblanks.Part1ProductSelectionListeningListentothefollowingsentencesandfillintheblanks.(1)Withoutconsiderate____________________andpricingdecisionsthee-shopownermaygetintotrouble.(2)Decidingwhichproductstosellonlinecanbequiteataskandyouneedtotakesomanythingsintoconsiderationsuchas_____________________,competitionandprofit.(3)Apparelandfashion,withitsendless________________________andrelativelylowshippingcosts,isclearlyagreatcategoryfornewsellerstoexplore.(4)Withyour____________________youneedtoaccommodateforcompetitiondynamics,culturalfactors,tasteprofiling,packingdesign,language,pricingandmuchmore.(5)Thise-commerceplatformhelpsyoupurchasegoodsthatareofgreatvalueandalsoofferan_______________________.

productselectionbuyerdemandnicheopportunitiesproductresearch

attractivemarginPart1ProductSelectionSpeakingAandBareclassmates.TheyarediscussingaboutwhattoselliftheywillsetfootinCBECinthefuture.Pleasetrytoroleplaythefollowingdialogue,especiallypayattentiontotheunderlinedparts.Part1ProductSelectionTips:WhenchoosingaproductonaCBECplatform,weshouldbeconfidentaboutnationalproducts,andestablishself-confidenceinabigcountry.Andstimulatestudents'interestinexploringcross-bordere-commerceproducts.KEYWORDSANDEXPRESSIONS1Whatwouldyouliketosellinyoure-commercestore?您想在電商店鋪中售賣什么？Whichproductstosellonlinecanbequiteatask.（決定）在線銷售哪些產(chǎn)品可能是一項(xiàng)艱巨的任務(wù)。Whatdocustomersliketobuyonline?客戶喜歡在網(wǎng)上購(gòu)買什么？It’sbetterforustodoacarefulproductresearch,isn’tit?對(duì)我們來(lái)說(shuō)，最好進(jìn)行仔細(xì)的產(chǎn)品研究，不是嗎？Part1ProductSelectionSpeakingAandBareclassmates.TheyarediscussingaboutwhattoselliftheywillsetfootinCBECinthefuture.Pleasetrytoroleplaythefollowingdialogue,especiallypayattentiontotheunderlinedparts.A:Yousaidyouwouldtrytodosomethinginthecross-bordere-commercefield,right?B:Yeah,youknowI’mquiteinterestedinCBEC.A:Oh,then,whatwouldyouliketosellinyoure-commercestore?B:It’shardtosay,decidingwhichproductstosellonlinecanbequiteatask.First,Ineedtoconsiderthebuyers’demand.A:Whatdocustomersliketobuyonline?B:Ithinkapparelandfashion,digitalandinformationproductsarepopularamongyoungpeople.A:Yes,Ithinkhandmadeproductsarepopular,too.Butit’sbetterforustodoacarefulproductresearch,isn’tit?B:Yes,certainlyPart1ProductSelectionReadingWhyIsItSoImportanttoChooseYourE-CommerceProductsCarefully?Part1ProductSelectionTips:Duringtheproductselection,weshouldhavetheworkstyleofseekingtruthfromfacts,andbeingmodest.Reading:Words:uphill/??p?h?l/adj.費(fèi)力的literally/?l?t(?)r?l?/adv.真正地，確實(shí)地prime/pra?m/adj.主要的，首要的shape/?e?p/v.塑造massive/?m?s?v/adj.大而重的restriction/r??str?k?(?)n/n.限制規(guī)定frilly/?fr?l?/adj. 多飾邊的，多褶邊的reinforce/r???n?f??s/v.加強(qiáng)；加固match/m?t?/v.般配，相配outlet/?a?tlet/ n.經(jīng)銷店channel/?t??n(?)l/n.途徑；渠道sanity/?s?n?t?/ n.明智，理智target/?tɑ?g?t/ v.面向；把……對(duì)準(zhǔn)Part1ProductSelectionReading:Expressions:checkout調(diào)查keepinmind記住figureout想出，弄明白takesth.seriously認(rèn)真對(duì)待某事Part1ProductSelectionKeySentences:Thismeansthatwithoutasolidproductline,yourbusinessfacesanuphillbattlebeforeitevenstarts—ifyoudon’tknowwhatyou’reselling,youcan’tplantheotheraspectsofyouronlinestore.這就意味著，如果沒(méi)有穩(wěn)固的產(chǎn)品線，您的企業(yè)甚至在還未開(kāi)始之前就會(huì)面臨一場(chǎng)艱苦的戰(zhàn)斗——如果您不知道自己賣什么，就無(wú)法規(guī)劃在線商店的其他方面。It’struethatdecidingwhatproductstosellcanberatherdifficult,asthereareliterallymillionsofoptionstochoosefrom.確實(shí)，決定銷售哪些產(chǎn)品可能相當(dāng)困難，因?yàn)閷?shí)際上有數(shù)百萬(wàn)種產(chǎn)品可供選擇。Part1ProductSelectionKeySentences:Themarketingoutletsyouchoose,alongwithyourmarketingbudgets,aredependentonyourtargetaudience,whichisfullydeterminedbyyourproductoffering.

您選擇的營(yíng)銷渠道以及營(yíng)銷預(yù)算取決于您的目標(biāo)受眾，而您的目標(biāo)受眾又完全取決于您的產(chǎn)品。Allinall,figuringoutwhattosellonlineandwhototargetisadecisionthatshouldbetakenseriously.總而言之，弄清楚在網(wǎng)上銷售什么以及目標(biāo)受眾是誰(shuí)是需要認(rèn)真考慮的。Part1ProductSelectionExercises:(1)Usethewordsintheboxtocompletethesentencesbelow.primeshaperestrictionreinforcematchchannel①Successinthetalkswill_______________hisreputationasaninternationalnegotiator.②Hisideashadbeen__________________byhislastworkingexperienceasaproductmanager.③Thecompanyhasworldwidedistribution___________________.④Thebackgroundofyourwebsiteshould____________________wellwithyourproductandbrand.⑤Thegovernmenthasagreedtoimpose___________________onthesegoodsreinforceshapedrestrictionschannelsmatchPart1ProductSelectionExercises:(2)Fillintheblankstocompletethetranslationofthefollowingsentences.①在選擇賣什么產(chǎn)品前，你最好去調(diào)查一下其他的電子商鋪店主在賣些什么。You’dbetter_______________________whatothere-shopownerssellbeforedecidingwhattosellinyoure-shop.②記住你要選擇那些你覺(jué)得有趣的商品去賣，否則很快你就會(huì)覺(jué)得無(wú)聊。

_____________________thatchoosesomethingyoufindinterestingtosell,otherwiseyouwillgetboredsoon.③他們用了大約一個(gè)月的時(shí)間才想出他們的網(wǎng)店賣什么產(chǎn)品。Ittookthemaboutonemonthto___________________________whattosellintheire-shop.checkoutKeepinmindfigureoutPart1ProductSelectionExercises:(2)Fillintheblankstocompletethetranslationofthefollowingsentences.④除了思考賣什么產(chǎn)品，電子商鋪店主還需要思考產(chǎn)品的面向群體是誰(shuí)。Asidefromproductselection,thee-shopownersshouldthinkaboutwhoto__________________..⑤對(duì)于電子商鋪店主來(lái)說(shuō)，選擇所賣商品如此重要，理應(yīng)被認(rèn)真對(duì)待。Forthee-shopowners,productselectionissoimportantthatitshouldbe__________________..targettakenseriouslyPart1ProductSelectionExercises:(3)Answerthefollowingquestions.①Whatdoestheauthormeanbysaying“withoutasolidproductline,yourbusinessfacesanuphillbattlebeforeitevenstarts”?________________________________________________________________________________________________________________________________________________________②Whatisthemainfactorinfluencingotherdetailsofyoure-business?____________________________________________________________________________Theauthormeansthatifyoudon'tknowwhatyou'reselling,youwillfinditdifficulttoconductyourbusiness.Theproductsyousell.Part1ProductSelectionExercises:(3)Answerthefollowingquestions.③Whatdotheproductsyouselldirectlyimpact?____________________________________________________________________________④Whatareyourmarketingoutletsandmarketingbudgetsdependenton?____________________________________________________________________________Branding&design,yourmarketingandyoursanity.Theyaredependentonthetargetaudience.Part1ProductSelection2ProductPricingPart2ProductPricing1.Learnthefollowingwordsandexpressions,andwritedowntheirChinesemeanings.Warming-up(1)competitiveprice(2)reasonableprice(3)bottomprice(4)ex-factoryprice(5)favorableprice(6)cutdowntheprice(7)adjusttheprice(8)revisetheprice有競(jìng)爭(zhēng)力的價(jià)格合理的價(jià)格底價(jià)出廠價(jià)優(yōu)惠價(jià)格降低價(jià)格調(diào)整價(jià)格修改價(jià)格Part2ProductPricing2.Choosetwomostimportantfactorsweshouldconsiderwhenpricingeachofthefollowingitems.Warming-upA.weightB.batterytypeC.brandD.sizeE.clothingmaterialsF.functionsC,EA,DB,FListeningListentothefollowingsentencesandfillintheblanks.Part2ProductPricingListeningListentothefollowingsentencesandfillintheblanks.(1)

Pricingcan’tbesomerandomselectionwithoutconsiderationtothe_____________,competitorsandretailchannels.(2)

Thisisourlateststyleandthepriceisvery_________________.(3)

Becauseofthesuperiorquality,its________________________ishigherthanotherstyles’.(4)

Wouldyou___________________tocutdownthepricealittlebit?(5)Pleaseplacetheordernow,soIcan___________________foryou.

targetbuyersreasonable

ex-factoryprice

revisethepricemakeconcessionPart2ProductPricingSpeakingThebuyerwantstobuyadressinane-shopandnowsheisbargaining.Completethefollowingdialoguewiththesentencesorexpressionsinthebox.Part2ProductPricingTips:Nomatterwhen,weshouldbeawareoftheimportanceofunityandcooperation,andmakealltheeffortstoensurethecompany’sandnationalinterests.SpeakingThebuyerwantstobuyadressinane-shopandnowsheisbargaining.Completethefollowingdialoguewiththesentencesorexpressionsinthebox.Buyer:Ilikethedressinyourstore,butIthink$90isalittleexpensive.(1)?____________________________________________________________Howabout$80?Seller:Sorry,weseldombargain.Buyer:It’smyfirstvisittoyourstore.Wouldyoupleaseoffermesomekindofdiscount?Seller:Ifyouconsiderthequalityofourdress,youwillfindourpriceisquitereasonable.Buyer:Thisisourfirst-timedoingbusiness.(2)?_______________________________________________________?___________________________?Alowpricewouldmeanlargesales.Seller:(3)____________________________________________Asyouknow,Iwon’tmakemuchmoneyonthisorder.Itsellssowellthatitmaygooutofstocksoon.C.Isitpossibletolowerthepriceabit?E.Ifyouoffermeyourlowestprice,ImightbecomeA.Theskirtisthebest-sellerinmystore.Part2ProductPricingyourregularcustomer.SpeakingBuyer:Ireallylikethedress.Ifit’simpossibletocutdowntheprice,willyougivemeafreeshipping?Seller:I’msosorry.(4)______________________________________________________________________________??????????Moreover,Ihavetopaya5%commissiontoAliExpress.Buyer:Ifyoudon’tmakeanyconcession,(5)____________________________________________________?????????Youknow,Idon’thaveenoughmoneyonmycreditcard.Seller:Well,youdrivesuchahardbargain.Isuggestwemeeteachotherhalfway.Wecancomeinat$85perpiece.That’sthebestIcando.Buyer:OK,it’ssoniceofyou.Seller:(6)_____________________________________________________________________.F.Shippingcostshavegoneupalotrecently.B.I’mafraidIcannotmakeadealwithyou.D.Nowpleaseplaceanorder,andI’llrevisethepriceforyouPart2ProductPricingReadingHowDoIEstablishPricesforMyProducts?Part2ProductPricingTips:Atanytime,weshouldworkrigorouslyandpragmatically,andhavethecraftsmanshipspiritofexcellence.Reading:Words:ignore/?g?n?:/v.

忽視arbitrarily/?ɑ?b??trer?li/ adv.任意地solely/?s??ll?/

adv.獨(dú)自地；完全charge/t?ɑ:d?/

v.對(duì)……索費(fèi)overall/???v?r??l/adj.全部的，總體的revenue/?rev?nju:/n.收益estimate/?est?me?t/v.估計(jì)previously/?pri:vi?sli/adv.先前investigate/?n?vest?ge?t/

v.調(diào)查competitor/k?m?pet?t?/ n.競(jìng)爭(zhēng)者position/p??z??(?)n/v.定位Part2ProductPricingadjustment/??d??s(t)m(?)nt/n.調(diào)整motivation/m??t??ve??(?)n/n.動(dòng)機(jī)admittedly/?d?m?t?dl?/ adv.公認(rèn)地immensely/??mensl?/

adv.

極大地Reading:Expressions:netprofit凈利潤(rùn)nolessthan不少于asfarassth.isconcerned就……而言addedvalue增值價(jià)值，附加價(jià)值Part2ProductPricingKeySentences:Fartoooften,onlineretailersarbitrarilysettheirproductprices,orevenworse,basetheirdecisionssolelyonwhattheircompetitorsarecharging.很多時(shí)候，在線零售商會(huì)隨意地設(shè)定產(chǎn)品價(jià)格，甚至更糟的是，他們僅依據(jù)競(jìng)爭(zhēng)對(duì)手的定價(jià)來(lái)決定自己產(chǎn)品的定價(jià)。Beforesettlingonaprice,calculatetheoverallproductcostbyaddingallofthecostsassociatedwithyourproduct,suchasproductcosts,shippingfees,labor,andmore.在定價(jià)之前，需計(jì)算所有與產(chǎn)品相關(guān)的成本，比如產(chǎn)品的進(jìn)價(jià)、運(yùn)費(fèi)、人工等，這些相加從而核算產(chǎn)品的總成本。Part2ProductPricingKeySentences:Onceyousetthepricesforyourproducts,youshouldbeingoodshapeasfarasyourbusinessneedsareconcerned.一旦您為您的產(chǎn)品設(shè)定好了價(jià)格，就您的業(yè)務(wù)需求而言，您應(yīng)該處于良好狀態(tài)。Pricingisadmittedlyanartandascience.誠(chéng)然，定價(jià)是一種藝術(shù)，也是一門(mén)科學(xué)。Part2ProductPricingExercises:(1)Tellwhethereachofthefollowingstatementsistrue(T)orfalse(F).①?________It’sagoodwaytobaseyourpricedecisionssolelyonwhatyourcompetitorsarecharging.②?_________Theoverallproductcostcontainsproductcosts,shippingfees,labor,andmore.③__________It’snecessaryforyoutodecidetheprofityouneedtoearnonthatproductwhenpricingtheproduct.④?__________Onceyousetyourproductpricescientifically,thereisnoneedtoinvestigatecompetitorpricing.⑤?_________?Itpaystotakemanyfactorsintoconsiderationwhendecidingthepriceofyourproducts.FTTFTPart2ProductPricingExercises:(2)Fillineachblankwiththecorrectformofthegivenword.①Aftercomparinghispricetoothers,hemadesome________________.(adjust)②Theaddedvalueofyourproductmayarousethecustomers’_________________.(motivate)③Heisourmajor_________________inCBEC.(compete)④__________________,it’sratherdifficulttopriceaproduct,butyoucanfindthesolutionifyoutry.(admit)⑤Itisnecessarytoconductan?__________________intotheproductandtheindustryfirst.(investigate)adjustmentscompetitormotivationAdmittedlyinvestigationPart2ProductPricingExercises:(3)Translatethefollowingsentencesbyusingtheprovidedexpressions.①你的電子商鋪一個(gè)月的凈利潤(rùn)是多少？（netprofit）____________________________________________________________________________②最終，她的賣價(jià)不少于150美元。（nolessthan）____________________________________________________________________________③就質(zhì)量而言，這兩個(gè)產(chǎn)品差別很大。（asfarassth.isconcerned）____________________________________________________________________________Whatisthemonthlynetprofitofyoure-shop?Finally,shesolditfornotlessthan$150.Asfarasthequalityisconcerned,thetwoproductsareverydifferent.Part2ProductPricingExercises:(3)Translatethefollowingsentencesbyusingtheprovidedexpressions.④我們可以通過(guò)把這個(gè)品牌推向其他領(lǐng)域而創(chuàng)造出巨大的附加價(jià)值。（addedvalue）____________________________________________________________________________⑤為了實(shí)現(xiàn)你的目標(biāo)，你需要投入更多的時(shí)間和精力。（meetone’sgoal）____________________________________________________________________________Wecancreatesignificantaddedvaluebypushingthebrandintootherareas.Part2ProductPricingTomeetyourgoal,youneedtoputmoretimeandenergyintoit.3ForbiddenandRestrictedProductsWarming-upDoaresearchabouttherestrictedorprohibiteditemsonShopeewithyourpartnerandtrytolistsomeofthemalcohol酒wildanimalproducts野生動(dòng)物制品weapons武器tobacco香煙prohibitedfood禁售食品booty贓物stock股票pills藥丸service服務(wù)drugs毒品Part3ForbiddenandRestrictedProductsListeningListentothefollowingsentencesandfillintheblanks.Part3ForbiddenandRestrictedProductsListeningListentothefollowingsentencesandfillintheblanks.(1)Prohibitedmeanstheitemis______________________________toenterthecountry.(2)Examplesofprohibiteditemsaredangeroustoys,carsthatdon’tprotecttheiroccupantsinacrash,bushmeat,or__________________substances.(3)Restrictedmeansthatspecial________________________arerequiredfromanagencybeforetheitemisallowedtoenterthecountry.(4)Examplesof_______________________includefirearms,certainfruitsandvegetables,animalproductsandsomeanimals.(5)Allfood,plants,animalsandrelatedproductsmustbe________________,fortheymaycarrydiseasesorinvasivealienspecies.forbiddenbylawillegalrestricteditems

declared

licensesorpermitsPart3ForbiddenandRestrictedProductsSpeakingAandBaretwograduatesplanningtostarttheirownbusinessinCBEC.TheyaretalkingabouttheprohibitedandrestrictedproductsonShopee.Workinpairstoroleplaythisdialogueandpayattentiontotheunderlinedparts.Part3ForbiddenandRestrictedProductsKEYWORDSANDEXPRESSIONS1quiteatask一項(xiàng)艱巨的任務(wù)afullycompliantbusinesswithidentifyingname,taxcodeandregistrationnumber一個(gè)具有識(shí)別名稱，稅碼和注冊(cè)號(hào)的完全合規(guī)的企業(yè)Thoughweareafullycomplaintbusiness,wecannotsellallgoods.盡管我們是一家完全合規(guī)的公司，但我們無(wú)法出售所有商品。Howcomesit?怎么了？wedon’thavethepermissionto…我們沒(méi)有權(quán)限去……IsuggestwedoaresearchontheprohibitedandrestrictedproductsonShopeefirst.我建議我們首先在Shopee上對(duì)禁售商品進(jìn)行研究。Part3ForbiddenandRestrictedProductsSpeakingAandBaretwograduatesplanningtostarttheirownbusinessinCBEC.TheyaretalkingabouttheprohibitedandrestrictedproductsonShopee.Workinpairstoroleplaythisdialogueandpayattentiontotheunderlinedparts.A:Oh,it’sreallyquiteatasktostartourownbusiness.Nowwe’reafullycompliantbusinesswithidentifyingname,taxcode,andregistrationnumber.Wecansellgoodsinoure-commercestorenow.B:Wait,wait.Thoughweareafullycomplaintbusiness,wecannotsellallgoods.A:Oh,howcomesit?B:Gettingthosedocumentsmeansweareauthorizedtosellingeneral,butnotthespecificgoods.Youknow,wemaynothavethepermissiontosellsomeproducts.Part3ForbiddenandRestrictedProductsSpeakingA:Whatproducts?B:Forexample,wedon’thavethepermissiontosellproductslikeliquorandmedicineonShopee.Andwhat’smore,wemaybeauthorizedtosellallgoods,butnotgoodsthatareillegal.A:Oh,Iknow,somegoodsareillegaltosell.Forexample,wildanimalproducts.B:Yes,therewouldbeissuesaroundsellinggoodsthatareseemasimmoral.A:Yeah,IsuggestwedoaresearchontheprohibitedandrestrictedproductsonShopeefirst.B:Goodidea!Part3ForbiddenandRestrictedProductsReadingRestrictedProductsonAmazoninU.S.Part3ForbiddenandRestrictedProductsReading:Words:trust/tr?st/v.信任regulation/regj??le??n/n.

規(guī)章prescription/pr??skr?p?n/

n.藥方prohibit/pr?(?)?h?b?t/v.

禁止review/r??vju?/v.

復(fù)習(xí)，回顧inclusive/?n?klu?s?v/adj.包括的，包含的violation/va???le??n/n.違反corrective/k??rekt?v/adj.

矯正的appropriate/??pr??pri?t/adj.適當(dāng)?shù)膕uspend/s??spend/v.暫停；延緩terminate/?t??m?ne?t/v.

使結(jié)束Part3ForbiddenandRestrictedProductsReading:Words:privilege/?pr?v?l?d?/n.特權(quán)fulfillment/f?l?f?lm?nt/n.完成；履行reimbursement/?ri:?m?b?:sm?nt/n.償還；賠償permanent/?p??m(?)n?nt/adj.永久的withhold/w?e?h??ld/v.保留；抑制penalty/?pen(?)lt?/n.罰款innovate/??n?ve?t/v.創(chuàng)新；改革vendor/?vend?(r)/n.賣主Part3ForbiddenandRestrictedProductsReading:Expressions:complywith遵從takeactions采取行動(dòng)fulfillmentcenters訂單履行中心（本文指亞馬遜的物流發(fā)貨中心）Part3ForbiddenandRestrictedProductsKeySentences:ProductsofferedforsaleonAmazonmustcomplywithalllawsandregulationsandwithAmazon’spolicies.在亞馬遜上銷售的產(chǎn)品必須遵守所有的法律、法規(guī)和與亞馬遜的政策。IfyousupplyaproductinviolationofthelaworanyofAmazon’spolicies,includingthoselistedontheRestrictedProductspages,Amazonwilltakecorrectiveactions,asappropriat