跨境电商实务英语 PDF

## 跨境电商实务英语 ### 前言 随着互联网技术的极速发展和大数据时代的到来,我国跨境电商行业发展取得了非凡的成就,跨境电商进出口成为我国新的外贸增长点。但是,与跨境电商商家数量的不断增长相比,具有国际视野、中国情怀同时具备较强英语沟通能力的跨境电商专业人才非常紧缺。为提高学生的英语沟通能力,为其进入跨境电...

## 跨境电商实务英语 ### 前言 随着互联网技术的极速发展和大数据时代的到来,我国跨境电商行业发展取得了非凡的成就,跨境电商进出口成为我国新的外贸增长点。但是,与跨境电商商家数量的不断增长相比,具有国际视野、中国情怀同时具备较强英语沟通能力的跨境电商专业人才非常紧缺。为提高学生的英语沟通能力,为其进入跨境电商行业奠定坚实的基础,保障跨境电商行业人才的不断输入,促进跨境电商行业的迅速发展,我们编写了《跨境电商实务英语》一书。具体来说,本书具有以下特点。 #### 价值引领, 落实立德树人根本任务 党的二十大报告提出,“育人的根本在于立德”。本书切实落实相关课程立德树人的根本任务,在编写过程中始终坚持正确的价值导向,以帮助学生增长知识、拓宽视野、提升思辨能力、体验多元文化、培养国家情怀和国际视野,引导学生深刻理解“中国道路”,并于未来的国际市场中能够熟练驾驭专业英语处理电商贸易,进而维护国家和人民的利益。此外,本书在正文中穿插了跨境电商相关文化介绍,以培养学生对文化差异的敏感性,使学生具备处理中外贸易中因文化差异造成的贸易摩擦的能力。同时,本书还在每个项目末尾设置了 China's Development Keywords 模块,旨在帮助学生学习领会党的二十大精神,了解中国的发展成就,树立民族自豪感和自信心。 #### 校企合作, 重点培养学生职业能力 本书采用校企合作的模式进行编写,内容安排充分考虑企业需求,遵循“实用为主,够用为度”的原则,以跨境电商实际任务为导向,以跨境电商平台的工作流程为主线,采用真实的跨境电商行业交流案例,并充分结合当前最新的跨境电商专业资讯进行编写,内容实用,针对性强,能有效提升学生的职业能力。 #### 理念创新, 全新形态盘活课堂教学 本书切实践行“以学生为主体,以教师为主导,以能力为根本”的教育理念,分为教材册和活页册(赠送)两部分。教材册主要用于实际案例与语用功能教学,活页册主要用于加强和巩固教材所学,旨在通过任务的驱动和实施来实现“教、学、做”一体化。教材册采用“项目一任务”式体例结构,形式新颖,模块丰富,能有效调动学生的学习积极性,辅助教师开展课堂教学。项目伊始为项目概述,主要介绍项目基本内容,以引出任务讲解。每个任务包含 5 个模块,各模块内容环环相扣,循序渐进。 - **Learning Objectives**: 明确指出学习该模块应达到的知识、技能和素养目标,以指导学生有目的地进行学习。 - **Warming Up**: 以搭配题、思考题等形式导入任务话题,以激发学生思考和探索,为主体内容的学习做好铺垫。 - **Case Study**: 为各任务的主体内容,旨在用真实的情境和案例让学生熟悉跨境电商实际交易活动中可能出现的问题,并掌握解决问题所需要的语言知识与技能。 - **Terminology & Expressions**: 总结了跨境电商各环节工作常用术语与习惯表达,并进行适当拓展,旨在供学生反复模仿、运用,丰富其服务语言及服务技能。 - **E-commerce Corner**: 针对各任务进行相关的知识拓展,涵盖跨境电商语言、文化、商务等各个方面,旨在拓宽学生视野,为学生将来处理跨境电商业务打下更扎实的基础。 活页册采用“语言训练+技能训练+评价反馈”的方式,帮助学生进行个人语言训练、小组探讨训练、小组评价和自我评价改进反馈,能够帮助学生及时巩固和加强教材所学,达到各任务要求的学习目标。 #### 资源丰富, 全方位多层面辅助教学 本书配备了丰富的数字资源(如教学课件、微课视频等),为广大师生提供了一站式教学资源。读者可以登录文旌综合教育平台“文旌课堂”(www.wenjingketang.com)体验平台式教学及下载相关教学资源包。此外,本书还提供了**在线题库**,支持“教学作业,一键发布”,教师只需通过微信或“文旌课堂”App 扫描扉页二维码,即可迅速选题、一键发布、智能批改,并查看学生的作业分析报告,提高教学效率、提升教学体验。学生可在线完成作业,巩固所学知识,提高学习效率。 #### 图文并茂, 助力学生理解专业知识 本书配合文字讲解提供了必要的步骤操作图和相关内容讲解图,图文并茂,直观性强,能辅助学生更好地理解专业知识。 在编写本书的过程中,我们得到了江西省跨境电子贸易协会、南昌市跨境电子商务协会、江西华君进出口有限公司、深圳市塔联科技有限公司、江西亮朵电子商务有限公司等行业领导和专家的指导和支持。对此,全体编写人员谨表示衷心感谢!由于编者水平有限,书中不足乃至错漏之处在所难免,敬请广大专家、同行和学生批评指正并提出宝贵意见,以便我们在修订时不断完善。 ### 目录 - **Project 1 Introduction to Platforms** - Task 1 Platform Information - Task 2 Registration & Shop Setting - **Project 2 Product Listing** - Task 1 Product Selection - Task 2 Product Description: - **Project 3 Marketing Development** - Task 1 Developing New Customers - Task 2 Launching a Promotion - **Project 4 Pre-sales Communication** - Task 1 Replying to Inquiries - Task 2 Price Negotiation - **Project 5 Making Deal Communication** - Task 1 Convincing an Order - Task 2 Following an Order - **Project 6 Making Payment Communication** - Task 1 Confirming Payment Methods - Task 2 Discussing Refund Conditions - **Project 7 Managing Shipments** - Task 1 Discussing Packaging - Task 2 Discussing Delivery - **Project 8 After-sales Communication** - Task 1 Settling Disputes and Complaints - Task 2 Dealing with Customer Feedback - **Appendices** - Appendix 1 Examples for Email Writing. - Appendix 2 Examples for Store Descriptions - Appendix 3 Examples for Product Descriptions - Appendix 4 Product Categories ### Project 1 Introduction to Platforms #### Part Two Case Study ##### Case 1 Alibaba.com vs. AliExpress Alibaba.com is a leading platform for global wholesale trade serving millions of buyers and suppliers around the world. As a wholesale platform founded in 1999, it is mostly used by manufacturers and bulk resellers. AliExpress was launched in April 2010 as a global retail marketplace targeted at consumers worldwide. Many of its buyers are located in Russia, Brazil, France, Spain and the United States. Alibaba.com brings users hundreds of millions of products in over 40 different major categories, including consumer electronics, machinery, apparel, etc. On the other hand, the products on AliExpress are relatively small, unique, high value-added and easy to deliver, such as clothing, beauty and health, jewelry and watches, consumer electronics, phones and accessories, sports and outdoors. Alibaba.com has a high minimum order quantity (MOQ) whereby there is a set of requirements on the quantity a buyer can make. On the other hand, on AliExpress, there is no or a low MOQ. On Alibaba.com, product prices are not fixed. The supplier and the buyer negotiate the pricing. While on AliExpress, product prices are listed with no room for negotiating. On Alibaba.com, it takes time for the products to reach the customers because orders and samples have to be confirmed. Besides we need to negotiate prices and negotiate with customers which make products applicable. On the other hand, since the products are already manufactured, the process in AliExpress is not time-consuming. In general, Alibaba.com is ideal for large business owners buying in bulk, while AliExpress is ideal for small business owners and individuals buying in small quantities. **I. Read the passage and try to answer the following questions.** 1. Who are the main sellers on Alibaba.com and AliExpress respectively? 2. Why does it take time for the goods of Alibaba.com to reach the customers? 3. What are the features of the products on AliExpress? **II. Talk about Alibaba.com and AliExpress by using related information.** - **I recommend Alibaba.com if:** - You sell a few hundred units of each product. - The customers always buy your products in bulk. - Your customers are very price sensitive. - The customers always need to confirm the samples of your products. - You are a large business owner. - **I recommend AliExpress if:** - You always sell products in small quantities. - The products you sell are small, unique and high value-added. - Your customers are not that price sensitive. - The customers need your products right away. - You are a small business owner or an individual. ##### Case 2 DHgate vs. AliExpress DHgate was established in 2004, which is committed to helping Chinese SMEs take advantage of cross-border e-commerce platforms to enter the world market. DHgate offers a wide assortment of products. There, you'll find clothes for men and women, computers and smart phones, jewelry and watches, bags and shoes, toys and sports equipment, gaming gear, computer accessories, home decor, beauty products, and more. The logistics ways DHgate supports include EMS, UPS, DHL, FedEx, TNT, Ocean freight, China Post Air, China Post SAL, SF International, and so on. Sellers can deliver goods by applying online and delivering offline. The Big Data Center of both AliExpress and DHgate will provide effective information acquisition, tracking, analysis, processing and application for the global layout. AliExpress has a more complete credit system. In addition, DHgate has the Foreign Buy block, which can display the requests of customers and connect customers with sellers. In contrast, AliExpress offers more marketing tools to sellers, provides sellers with data analysis tools for free. There are a lot of marketing tools that sellers can use in AliExpress. All these tools are smart and precise. Besides, they are helpful for sellers to analyze their products and sales. Both the marketing tools on AliExpress and DHgate include industries overview function that can be used to analyze the market information and mine the business opportunities, the search-words tracking function that can be used to analyze buyers' behaviors and buyers' information deeply. **I. Read the case and try to answer the following questions.** 1. What kind of service can the Big Data Center provide for AliExpress and DHgate? 2. What can the industries overview function analyze? 3. Search the Internet and discuss with your partners. What customer service can DHgate offer? **II. Talk about the AliExpress and DHgate by using related information.** - **I recommend DHgate if:** - You sell products by drop shipping. - You want to run a small business. - You don't know the marketing methods as a new seller. - Your products are without brands. - You haven't got any stable suppliers. - **I recommend AliExpress if:** - You want more suppliers, more products and free shipping. - If your customers don't mind waiting for the goods for about 15-60 days. - You are not exporting products to the EU or the U.S. Or your products don't need to be compliant with any certification standard (but these products are quite rare). - Your customers need the products right away. ##### Case 3 eBay vs. Amazon You can buy and sell electronics, fashion apparel, collectibles, sporting goods, digital cameras, baby items, and everything else on eBay. The world's online marketplace-eBay allows you to sell or resell everything since it began its business as an auction online marketplace in September 1995. In 2000, Amazon started a service that let small companies and individuals sell their products through Amazon, and by 2006 it had started its Fulfillment by Amazon service to manage the inventory of such business. Sellers on Amazon can list their items in 20-30 different categories depending on whether they are selling as Individuals or as Professionals. For Individuals, Amazon charges $0.99 per item to be listed along with a referral fee that ranges from 6%-45% depending on the item's listing category. For Professionals, it charges $39.99 as a monthly subscription fee. Amazon has a few advantages over eBay. For starters, the site does a really good job of making buyers feel like they are buying directly from Amazon. The seller's items are listed alongside Amazon's, and can be purchased by using "1-click buying”. Unlike eBay, buyers can complete their payment without leaving the Amazon site. With Fulfillment by Amazon, sellers can even have their items stored and shipped directly from Amazon's warehouses. On the other hand, sellers might prefer to use eBay to customize and personalize their listings. With the ability to post catchy full-color ads within a listing, it might be more appealing and more likely to result in a sale than Amazon's neutral listings. In an effort to improve the efficiency among sellers, eBay has begun a Valet Service that allows sellers to have their items listed and sold by eBay employees. Finally, there's the question of getting paid. Amazon has a multi-step procedure to set up a seller's account. Users are automatically signed up for a Professional account and Fulfillment by Amazon. Account information is input based on the user's existing account (if any). Finally, there's a section for Tax Identity Information. For eBay sellers, the process of getting money is simple-open an eBay account (or use an existing one) and start selling. Getting money into a bank account is a bit more complicated. Amazon users get paid via a direct deposit to their bank account whereas eBay users (usually) get paid through PayPal. **I. Read the passage and try to answer the following questions.** 1. What can sellers do with Fulfillment by Amazon? 2. What can eBay do with the listings? 3. How many categories does Amazon offer for sellers? **II. Talk about eBay and Amazon by using related information.** - **I recommend eBay if:** - Your products are kind of collectibles. - You want to resell something you don't need. - You want to build your brand identity. - You want to customize and personalize your listings. - You want to get paid quickly. - **I recommend Amazon if:** - You want more suppliers and more products with good quality. - If you don't mind the inspection of your goods with several steps. - You have the hot-sale products and potential buyers of the EU or U.S. - You have your own brand and it just fits the EU or U.S. standard. #### Part Three Terminology & Expressions - **E-commerce Terminology** - manufacturers and bulk resellers - minimum order quantity (MOQ) - pricing - Chinese SMEs - cross-border e-commerce platforms - logistics way - Big Data Center - Foreign Buy block - marketing tools - data analysis tools - industries overview function - search-words tracing function - information acquisition - information tracking - information processing - information application - global layout - individual seller account - professional seller account - referral fee - subscription fee - 1-click buying - customize and personalize the listings - valet service - tax identity information - PayPal - online delivery - offline delivery - 24/7 live chat support option - PIN - SMS - verification code - self-shipping products - Vacation Settings - self-delivered items - set up a promotion - designated buyers - claim code - payment page - product detail page - the seller's backend - Inventory File Templates - Data Definitions - Identity Verification - A-to-Z - Amazon A-to-Z Guarantee claim - BB - Buy Box - BSR - Best Seller Rank - FBA - Fulfillment by Amazon - DP - Drop Shipping - FC - Fulfillment Center - SKU - Stock Keeping Unit - **Sentence Patterns** - Alibaba.com is a leading platform for global wholesale trade serving millions of buyers and suppliers around the world. - Alibaba.com brings users hundreds of millions of products in over 40 different major categories, including consumer electronics, machinery and apparel. - On Alibaba.com, product prices are not fixed. The supplier and the buyer negotiate the pricing. - On Alibaba.com, it takes time for the products to reach the customers because orders and samples have to be confirmed. - Since the products are already manufactured, the process in AliExpress is not time-consuming. - Both AliExpress and DHgate are online marketplaces where buyers and manufacturers can connect. - AliExpress has a more complete credit system. - eBay is an auction website while Amazon.com is a retail site. - On eBay, the number of bids influences the pricing. - eBay generally works wonderfully well for sellers who want to build their brand identity. - Wish allows sellers to sell in 78 countries worldwide. - Wish marketplace spends nearly $500 million a year on Facebook ads alone which makes it the largest advertiser on Facebook. - As per Wish marketplace's policy, the products sellers are selling on Wish must be new, not used or refurbished. - Apart from the U.S., there are 10 other Amazon marketplaces, which include China, Canada, Mexico, UK, Germany, France, Italy, Spain, Japan, and India. #### Part Four E-commerce Corner - **16个亚马逊新手卖家必备的运营术语** - **GTIN** - 全称: Globe Trade Item Number - 释义: GTIN 是全球认可的商品专属识别码。GTIN 的长度因售卖地点和商品类型而异,通常分为UPC、EAN、JAN、ISBN、ITF-14 五种 - **UPC** - 全称: Universal Product Code - 释义: UPC 是美国统一代码委员会制定的一种商品用条码,主要用于北美地区。它通常由12位数字组成(UPC-A),也有少量由8位数字组成(UPC-E) - **ISBN** - 全称: International Standard Book Number - 释义: ISBN 是专门用于图书的商品编码,包含10位或13位数,分四个部分:组号(国家、地区、语言的代号),出版者号,书序号和检验码 - **ASIN** - 全称: Amazon Standard Information Number - 释义: ASIN 是亚马逊随机分配给产品的、由10个字符(字母和数字)组成的唯一标识符。它由亚马逊后台自动产生,仅适用于亚马逊平台,而且没有特殊的语义。同一个产品在不同站点的ASIN可能不同。因此,买家没有办法通过识别码本身推断出相应商品的类别、库存状况等情况,也没办法推断出两个相似识别码之间的联系。买家可以在产品页面的"Product Information”部分找到产品的ASIN - **CR** - 全称: Conversion Rate - 释义: CR是销售数量与产品页面总访问量(包括所有回访访客访问的次数)之比。它是衡量广告是否真实、优质的重要考核指标 - **CPC** - 全称: Cost Per Click - 释义: CPC 是指买家每次点击卖家广告时,亚马逊平台需要花费卖家的费用 - **PPC** - 全称: Pay Per Click - 释义: PPC 是指买家每次点击卖家广告时,卖家需要向亚马逊平台支付的费用。PPC与CPC同理,主要区别在于二者针对的主体不同 - **CPM** - 全称: Cost Per Thousand Impressions - 释义: CPM 是指卖家广告每曝光1000次需要向亚马逊平台支付的平均成本 - **CTR** - 全称: Click-through Rate - 释义: CTR 是卖家投放广告的点击次数占展示次数的百分比。它是衡量互联网广告效果的一项重要指标 - **亚马逊新手卖家必备的运营术语(续表)** - **A-to-Z** - 全称: Amazon A-to-Z Guarantee claim - 释义: A-to-Z 是亚马逊对在亚马逊平台上购买商品的所有买家实施的保护政策。买家如果不满意第三方卖家销售的商品或服务,可以发起亚马逊 A-to-Z索赔,保护自己的利益 - **BB** - 全称: Buy Box - 释义: BB 是指单个商品页面(listing)右上方显示不同卖家以不同价格出售的相似商品的区域 - **BSR** - 全称: Best Seller Rank - 释义: BSR 是亚马逊平台中特定产品在同类产品中实时销售情况的排名 - **FBA** - 全称: Fulfillment by Amazon - 释义: FBA 是指卖家把自己在亚马逊上销售的产品库存直接送到亚马逊当地市场的仓库中,客户下订单后,由亚马逊代表卖家进行包装、贴标、发货等后续工作的一种货运方式 - **DP** - 全称: Drop Shipping - 释义: Drop Shipping 是指卖家可允许第三方(供应商)代表卖家向客户交付订单的货运方式。当顾客购买产品时,零售商卖家从供应商处采购该商品,然后由供应商代表卖家将商品直接运送给顾客 - **FC** - 全称: Fulfillment Center - 释义: FC 是指储存由亚马逊物流配送订单的卖家产品的亚马逊仓库. - **SKU** - 全称: Stock Keeping Unit - 释义: SKU 是库存进出计量的单位,如件、盒、托盘等。现在,SKU 被引申为产品统一编号的简称。每款产品都有一个唯一的编号,便于电商识别商品 #### Task 2 Registration & Shop Setting ##### Part Two Case Study ###### Case 1 How to Register as a Professional Seller on Amazon Before jumping onto Amazon's website to open your seller account, make sure you have the following essential items right next to you: 1) a credit card that can be charged internationally; 2) your banking information, such as the account number and card's expiration date; and 3) your tax identification information, whether for yourself or for your business. **Step 1: Create Your Account** Head to the Sell page and click on the "Start selling” banner. Now you'll enter the “Seller Central" side of Amazon. Fill in your name and email address, set a password and re-enter it. And then click "Next". **Step 2: Populate the Profile** After Step 1 is done, you'll be directed to the Seller Information page. Choose your preferred display name and check for availability, fill the rest of the fields, and click the "Save & Continue" button when you're done. **Step 3: Add Credit Card Information** Now it's time to enter your credit card information. Amazon will charge $4 to your card to ascertain its validity. But not to worry, once everything checks out, your money will swiftly find its way back to your account. **Step 4: Verify Your Identity** Amazon will then need to verify your identity by either placing a call or texting you. Simply enter your phone number and follow the prompts to enter your PIN. **Step 5: Add Tax Information** Now, we turn to the tax information interview. In this interview, there is a question: For U.S. tax purposes, are you a U.S. person? We are Chinese sellers, so we choose "No". Then save it. You're then prompted to enter your tax information, permanent address and mailing address. Submit the information and click the "Save & Continue" button. Review the IRS tax form to ensure the accuracy of your previous input and provide your signature. ###### Case 2 How to Sell on eBay If you're thinking about selling on eBay, you can choose between a personal and a business account, depending on how much you're planning to sell. If you plan to sell casually, like selling items you no longer want, a personal account is the best option. If you want to sell in large quantities, or if you have items that you've made or bought to resell, register for a business account. If you want to register as a business, you should select “Create a business account” on the registration page. The registration system will ask for some additional details, like your business name and type, address and phone number. And then click the "Register" button. **How to Sell on Wish** 1. Go to the "Wish Merchant Account Registration" page, and click "Open Store". 2. Enter the email address you want to associate this account with. 3. Enter a password that must consist of no less than 8 characters. 4. Enter your phone number and the CAPTCHA shown on the right and you will receive an SMS with a verification code. 5. Enter the SMS verification code you received on your mobile phone. 6. After finishing the above steps, click "Create Store". 7. Confirm your account by verifying it with an email. 8. Enter your desired store name, your first name and last name and your address for the store setup. And then click "Next" to continue. 9. Start "Uploading your Products" by assigning the relevant categories. 10. Enter the payment information and select the desired payment gateway(s). 11. Accept terms & conditions. 12. Your products will be activated once approved. 13. Enjoy selling on Wish Marketplace. #### Part Three Terminology & Expressions - **E-commerce Terminology** - banking information - account number - expiration date - tax identification information - display name - permanent address - mailing address - IRS tax form - electronic signature - personal account - business account - registration system - business name and type - security code - PIN - SMS - verification code - self-shipping products - Vacation Settings - self-delivered items - set up a promotion - designated buyers - claim code - payment page - product detail page - the seller's backend - Inventory File Templates - Data Definitions - Identity Verification - **Sentence Patterns** - Also note that even in the holiday mode, sellers still need to respond promptly to your buyers' messages in 24 hours. - If your promotion only wants to be open to some designated buyers, you can send the claim code to them separately. And the buyers can enter the claim code on the payment page to get a discount. - Click on "Reimbursements" under "Payments" on the left side of the page, where you can view all the compensation information made by Amazon. - Amazon offers its users a choice between two Amazon Seller Central accounts: Professional and Individual. - Amazon Professional Seller Accounts attract a monthly subscription fee of $39.99 whether the item is sold or not. - Individual Seller Account has no monthly fee but is charged $0.99 for every sale. - If you want to create a new listing page with the same information as your published items, you can use the "Copy listing" function. - Each order has a fixed delivery time requested. It requests the Amazon sellers to deliver the product within 2 business days of receiving the order. - Go to the Your Information & Policies setting page and click on "Seller Logo" to enter the upload page, then select the corresponding Logo file and click “Upload” to upload. #### Part Four 未来5大电商发展趋势 - **Personalization and Customer Engagement** - Using personal online data such as search queries, page visits and purchase history, brands transform their online stores to best serve the customer's needs and interests. - **AI, Chatbots and Assistants** - Robots such as artificial intelligence (AI) and chatbots will be designed to enhance a customer's overall shopping experience. AI assistants can handle several tasks typically assigned to a human, such as managing inventory and handling inquiries. - **Exploding of B2B E-commerce** - In a survey of 500 B2B organizations, Big Commerce found that 80 percent accepted orders and payments via their websites, proving the growth of e-commerce in B2B industries is moving forward. - **Interactive Product Visualization** - Interactive product visualization technology seeks to bring tangible in-store experience to online consumers and alleviate their hesitation prior to purchasing. - **More Custom Retail Experiences** - Brands are creating immersive retail experiences to further drive sales and develop lasting customer relationships. For instance, Amazon is launching stores named "4-Star" throughout the U.S. In these stores, you can interact with Amazon's devices and top products in person. #### China's Development Keywords - 我们实行更加积极主动的开放战略,构建面向全球的高标准自由贸易区网络,加快推进自由贸易试验区、海南自由贸易港建设,共建“一带一路”成为深受欢迎的国际公共产品和国际合作平台。我国成为一百四十多个国家和地区的主要贸易伙伴,货物贸易总额居世界第一,吸引外资和对外投资居世界前列,形成更大范围、更宽领域、更深层次对外开放格局。 #### A More Proactive Strategy of Opening Up - We have pursued a more proactive strategy of opening up. We have worked to build a globally-oriented network of high-standard free trade areas and accelerated the development of pilot free trade zones and the Hainan Free Trade Port. As a collaborative endeavor, the Belt and Road Initiative has been welcomed by the international community both as a public good and a cooperation platform. China has become a major trading partner for more than 140 countries and regions, it leads the world in total volume of trade in goods, and it is a major destination for global investment and a leading country in outbound investment. Through these efforts, we have advanced a broader agenda of opening up across more areas and in greater depth.