Unit3OpeningaCross-borderE-commerceStore Introduction ThisunitisabouthowtoopenaCros-borderE-commercestore.Itisdividedinto threparts.ThefirstpartisaboutthepreparationsforopeningaCros-borderEcommercestore.Thesecondpartisaboutregistration.Inthispart,theCros-borderEcommerceplatformWishservesasanexampletoshowdetailedproceduresand operationsabouthowtoregisterforastoreonaCros-borderE-commerceplatform. ThethirdpartisaboutlaunchingproductsonaCros-borderE-commerceplatform.This partstiltakesWishplatformasanexampletoshowhowtolaunchproductsonaCrosborderE-commerceplatform. Contents rOpeningaCros-borderE-commerceStore oraCros-borderE-commerceStore oductsonaCros-borderE-commercePlatform .Acquirebasicknowledgeaboutthepreparationsbeforeopeningacros-border E-commercestore. .Understandhowtoregisterforacros-borderE-commercestore. .Understandhowtolaunchproductsonacros-borderE-commerceplatform. .Learnwords,phrases,expresionsandtermsinthisunitaboutopeningacrosborderE-commercestore. PartA PreparingfoPartB RegisteringfPartC LaunchingPrLearningAims CapabilityAims .BeabletotalkinEnglishaboutthebasicinformationcoveredinthisunit concerningopeningacros-borderE-commercestore. .BeabletoregisterforaCros-borderE-commercestore. .Beabletolaunchproductsonacros-borderE-commerceplatform. RelatedMaterials PartA PreparingforOpeningaCross-border E-commerceStore PreparationsforopeningaCros-borderE-commercestoreisindispensable.Theycanhelpdepenthemerchants..understandingofCros-borderE-commerceandhowto dobusinesonaCros-borderE-commerceplatform. Firt,hrhnsnocosypfCo-odrEcrebsdoh stemecatedthoeateorsbre-ommecaente diferentclasificationsofCros-borderE-commerce. Seod,hrhnssolaetemaktitosdrtoehriagt cntemecathudtkhrenocnieain,whtettres atAmerica,Europe,SoutheastAsiaorsomewhereelse.Forexample,Amazon,eBayandWishhavethelargestmarketshareinEuropeandAmerica.AliExpresismost popularinRusiaandSpain.LazadaandShopearesuitableforthosewhotargetat SoutheastAsia.WhileformarketsinFrance,CdiscountorFnacisgoodchoices. Third,themerchantsnedtocompareandcontrastdiferentCros-borderEcommerceplatformssuchastheirrespectivefeatures,rules,advantagesand disadvantages,thenchoosethemostsuitableplatform.Forexample,Amazonisthe world..stopE-commercetransactionplatformwithlargemarketshareandprofitwhileit isdemandinginoperationandfund.However,regionalplatformslikeShopeareeasier withimperfectplatformrulesandproductsSKU. Fourth,themerchantsshouldhaveasystematiclearningaboutthechosenCrosborderE-commerceplatform,especialyaboutregistration,acount,theMerchant TermsofServiceandsomeilegaloperationstosavetimeandunnecesarycost. h, Fiftthemerchantsnedtopreparerequiredmaterialstosetleinaplatform.For Amazon,therequiredmaterialsincludeenterprisebusineslicense,legalrepresentative IDcard,mailbox,mobilephone,VISAcreditcard.Altheseinformationmustbetrue andcorect.Otherwise,inthesecondverification,thestorewilbebannedifyoufailto submitrequiredmaterials.WhileforShope,therequiredmaterialsonlyinclude individualorcompanybusineslicense,legalrepresentativeIDcard,mobilephone, QQ,mailbox.Itisalsofretosetleinwithnosecondverification,rentordeposit.And thefirstthremonthsarefreofsalescommisions. Sixth,themerchantsnedtoconfirmthedeliverymethod,whetheritisFBMor deliverybystockup.ForAmazon,ithasFBMandFBA.Shopehasitsownlogistics channel.YouonlynedtodelivertoatransitwarehouseofShopeinacertaincountry, andShopewilberesponsibleforthefolow-updistribution,whichsavesyoutimeand 42 跨境电子商务专业英语 Unit3 OpeningaCross-borderE-commerceStore 43 effort. Seventh,merchantsalsoneedtoconfirmtheproductcategoryandproductsbased onthemarket..sneedssuchasreligiousbelief,localcustomsandpractices.Forexample, Amazonis mainlytargetingsellersinEuropeand Americawhoselivingandincome standardsarerelativelyhigh.Therefore,theproductsonthisplatform musthavethe quality guarantee.Due to the epidemic,the demands for domestic appliances, entertainmentproductsandpetsuppliesareincreasinginthese markets.Whilefor Shopee,you are notsupposedtoselldowncoatsbecauseofclimatesituationin SoutheastAsia.Meanwhile,youneedtointegrateallthepossiblesourcesofgoodsto ensurestablesupplies. Finally,themerchantsneedtobuildacompetitiveteam.Themembersinateam needtimetocooperatewitheachothereffectivelyandefficientlytoguaranteesmooth businessoperation. Questions 1.WhichplatformsaresuitableformarketsinEuropeandAmerica? 2.WhataretherequiredmaterialsforregisteringforastoreonAmazonplatform? 3.WhatdoesFBAandFBMreferto? 4.Whataretheotherpossiblefactorsmerchantsneedtotakeintoconsiderationbefore openingaCross-borderE-commercestore? Notes 1.Fnac:法国的一家零售企业,开业于1954年,是法国人购买电子科技产品的首选平台, 法国排名第三的文化产品和电器产品零售商,类似京东。 2.FBA:FulfillmentbyAmazon,亚马逊物流服务,成立于2007年,即亚马逊将自身平台 开放给第三方卖家,将其库存纳入亚马逊的全球物流网络,为其提供拣货、包装以及终 端配送服务,亚马逊则收取服务费用。 New Words and Terms 1.respective adj.分别的;各自的 2.demanding adj.要求高的;需要高技能的 3.verification n.验证 4.deposit n.押金 5.down-coat n.羽绒服 6.take...intoconsideration 考虑… 7.merchanttermsofservices 商家服务条款 续表 44 跨境电子商务专业英语 8.settlein 入驻 9.legalrepresentative 法定代表人 10.salescommissions 销售佣金 11.transitwarehouse 中转仓库 Exercises Task1:Completethefollowingsentenceswiththewordsorphrasesinthebox. deposit verification demanding respective take...intoconsideration 1.Beingasalesmanisa job. 2.Weaskforonemonth..srentinadvance,plusa of$500. 3.Weallwentbacktoour homestowaitfornews. 4.Inthisstep,theembassytowhichhesubmitsthepaperworkwillchooseaservice provider,whosejobistoprocessthe . 5.Wewill yourrecentillness whenmarkingyourexams. Task2:TranslatethefollowingsentencesintoChinese. 1.Third,the merchants need to compare and contrast different Cross-border Ecommerce platforms such as their respective features,rules,advantages and disadvantages,thenchoosethemostsuitableplatform. 2.Duetotheepidemic,thedemandsfordomesticappliances,entertainmentproducts andpetsuppliesareincreasinginthesemarkets. 3.Fourth,the merchantsshouldhaveasystematiclearningaboutthechosenCrossborderE- commerceplatform,especiallyaboutregistration,account,the Merchant TermsofServiceandsomeillegaloperationstosavetimeandunnecessarycost. 4.For Amazon,therequired materialsinclude enterprise businesslicense,legal representativeIDcard,mailbox,mobilephone,VISAcreditcard. 5.YouonlyneedtodelivertoatransitwarehouseofShopeeinacertaincountry,andShopee willberesponsibleforthefollow-updistribution,whichsavesyoutimeandeffort. PartB RegisteringforaCross-borderE-commerceStore Thisparttakes Wishplatform asanexampletodemonstratethepoliciesfor registrationandthespecificprocedurestoregisterforaCross-borderE-commerceStore. Unit3 OpeningaCross-borderE-commerceStore 45 1. Policies for Registration (1)Informationprovidedatregistrationmustbetrueandcorrect.Otherwise,the merchant..saccountmaybeatriskofsuspension,fundswithholdingorfreeze,userban, accountterminationorban. (2)Eachentitymayhaveoneaccountonly.Ifanycompanyorpersonhasmultiple accounts.Allaccountsrisksuspension. (3)ERPPartnersandPrivateAPIaresubjecttoPartnerTermsofService.ERP PartnersandPrivateAPImerchantsthatareusedonWisharesubjecttotheWishAPI TermsofService. (4)Merchants mustproperlysafeguardcustomerdata.Failingtoproperlysafeguard personalcustomerinformationanddatamayresultinhigherpenalties,suspension,and/ ortermination.Examplesofimpropersafeguardingofcustomerinformationanddata include,butarenotlimitedto: ①Improperlyexposingnamesandaddressesofcustomerstooutsideparties ② PostingAPItokenspublicly ③ Sharingpasswordstoaccounts Formoreandfurtherregistrationpolicies,youcangotothePolicyOverviewfor merchantsonWishplatformthroughthisURL:https://merchant.wish.com/policy. 2. Procedures for Registration Step1:OpenasearchengineandinputtheURL:https://merchant.wish.com/ welcome. Step2:Enterthehomepage,click‘openastoreimmediately’. picture3-1 Step3:Entertheinterfaceof‘Begintocreateyour Wishstore’.Theusercan choosetoswitchtheinterfacelanguagefromChinesetoEnglishortoanyotherlanguage throughthetoprightcornerpull-downmenu. picture3- 2 Step4:Entertheinterfaceof‘setupusername’. picture3- 3 First,theuserisrequiredtoinpute-mailaddres.Thise-mailaddreswilbethe usernametologintothemerchantplatforminthefuture. Second,theuserisrequiredtoinputpasword.Toensuretheuser..sacount security,thepaswordcannothavecommoncombinationofdigitsorleters.Instead,it musthavenolesthan8characterswhichincludeleters,digitsandmarks.For example,‘pasword100@store’. Third,theuserisrequiredtoinputmobile-phonenumberandthetextintheimage ontherightsideandthenclick‘sendvalidationcode’.Ifitissucesfulysent,adialogboxwilappearonthescrenlikethefolowingpicture. Then,theuserisrequiredtoclick‘OK’andtheninputthevalidationcodefromthe mobilephone. Step5:Atthistime,theinterfacejumpstothe‘MerchantTermsofService’.The 46 跨境电子商务专业英语 picture3- 4 userisrequiredtoreadcarefulythetermsofserviceandrelatedpoliciesandthenclick ‘’ IhavereadandagretotheMerchantTermsofService. picture3- 5 ThefolowingpictureshowspartoftheMerchantTermsofService. picture3- 6 Afteralthestepsmentionedabovehavebencompleted,theuserisrequiredto click‘CreateStore’. Step6:Atthistime,theinterfacejumpsto‘verificationemail’.Theplatform..s systemhasautomaticalysenttheverificationemailtotheuser..semailaddres.Theuser isrequiredtoclick‘Checkmyemailnow’. Theuserreceivesanemailandisrequiredtoclick‘verificationmailbox’orthe URLinthisemail. Step7:Theinterfacejumpsbackto‘WishforMerchantsplatform’.Theuseris requiredtocontinuefilingininformation. Unit3OpeningaCross-borderE-commerceStore47 picture3- 7 picture3- 8 picture3- 9 48 跨境电子商务专业英语 First,theusernedstoinputastorename.Theusercannotuse"Wish"inthestore nameornamesthatinfringeotherbrands,suchasWishTopOneorNikeStore.This platformsuggestsusinganamerelatedtotheproductslikeLucyJewelryWorld.And unsuitablenamesmayresultinshutdownofthestore. Second,theusernedstoinputhis/herrealname,includinglastnameandfirst nameinChinese.Thenamemustmatchthecertificationinformationinreal-name verification. Third,theusernedstoinputtheoficeaddres,includingcountry/region, province/autonomousregion/municipality,city/county/town,stret,housenumber andzipcodeandthenclick‘next’tofinishregistration. picture3-10 Step8:Completethereal-nameverificationsothattheusercanreleaseproductson WisltoThrrwostains:niiulautadcayaut hpafrm.eeaetiutoidvdaconnompncon. picture3-11 Thereal-nameverificationforindividualacountissimplerandquitesimilartothe verificationforcompanyacount.Therefore,thefolowingpartshowsthedetailsofrealnameverificationforcompanyacount. First,inputthecompanyname,theunifiedsocialcreditcodeorbusineslicense numberanduploadaclearbusineslicensecolorphoto.Privatelyorindividualy-owned businescannotregisterforcompanyacount. Second,inputthelegalrepresentativenameandIDnumber. Third,prepareaphotographictool,IDcard,dark-colorpen,andapieceofpaper fortheverificationofIDphotoandfinishthisstepwithin15minutes.Thedetailed Unit3OpeningaCross-borderE-commerceStore49 picture3-12 picture3-13 requirementsfortheIDphotoaredescribedinthefolowingpicturefromWishplatform registration. Then,uploadtheIDphotoforverification.Thedetailedoperationprocedurestodo thisareprovidedinthefolowingpicturefromWishplatform. Finaly,click‘next’tocompletepaymentinformation.OnWishplatform,detailed operationabouthowtoaddpaymentinformationisprovidedtoensuretheusercan 50 跨境电子商务专业英语 picture3-14 picture3-15 receivemoneysucesfulyfromthisplatformafterhe/shebeginsbusines.This platformofersseveralpaymentserviceproviders,likePayonerandPayEco. picture3-16 Unit3OpeningaCross-borderE-commerceStore51 52 跨境电子商务专业英语 Iftheuserwantstoreceivepaymentthrough AllPay,he/shecanchooseAllPay fromthepull-downmenulikethefollowingpicture. picture3-17 Afterthepaymentinformationisconfirmed,click‘Next’tosubmittheapplication. Thentheuserhascompletedalltheregistration processesand needsto waitfor verification. Questions 1.Whatwillhappentothemerchant..saccountifinformationprovidedforregistrationis nottrueorincorrect? 2.How manystepsareinvolvedinregisteringforastoreon Wishplatform? Whatare they? 3.Whatwillbeasecureandaninsecurepasswordlike? Pleasewritethemdown. 4.Whatfactorsshouldbeconsideredinchoosingastorename? 5.Whatshouldbeprovidedforthereal-nameverificationforcompanyaccount? Notes API:ApplicationProgrammingInterface,应用程序接口,是指一些预先定义的接口(如 函数、HTTP接口)或软件系统不同组成部分衔接的约定,用来提供应用程序与开发人员 基于某软件或硬件得以访问的一组例程,而又无须访问源码或理解内部工作机制的细节; 它也是一种中间件,用来为不同平台提供数据共享。 Unit3 OpeningaCross-borderE-commerceStore 53 New Words and Terms 1.suspension n.暂缓;延期 2.freeze v.冻结 3.termination n.终止 4.entity n.实体 5.properly adv.正确地;恰当地 6.safeguard v.保护;保卫 7.penalty n.处罚;惩罚 8.token n.令牌;象征;标志 9.switch v.切换 10.digit n.(0~9中的任何一个)数字 11.character n.字符 12.mark n.符号 13.infringe v.侵犯;触犯 14.certification n.证明;合格证 15.municipality n.直辖市 16.county n.县 17.photographic adj.照片的;摄影的 18.fundswithholding 资金扣留 19.pull-downmenu 下拉菜单 20.validationcode 验证码 21.autonomousregion 自治区 22.housenumber 门牌号 23.zipcode 邮政编码 24.unifiedsocialcreditcode 统一社会信用代码 25.privatelyorindividually-ownedbusiness 私营企业 Exercises Task3:Completethefollowingsentenceswiththewordsorphrasesinthebox. suspension termination freeze penalty switch infringe properly safeguard photographic certification 1.Thecourt theirassets. 54 跨境电子商务专业英语 2.Thenhe..snotdoinghisjob . 3.Bothsidesarenowworkingtowardsa ofhostilities. 4.Wesuccessfullycompletedthe foropenwaterdiving. 5.Youmayfaceareductionor ofbenefits. 6.Theindustryhasadutyto consumers. 7.Sheworkedasalibrarianbefore tojournalism. 8.Abackupcopyofacomputerprogramdoesnot copyright. 9.Thesoftwareallowsyoutoscan imagesonyourpersonalcomputer. 10.Withdrawingthemoneyearlywillresultina10% . Task4:RegisterforastoreonanotherCross-borderE-commerceplatformandwritedown eachstep with pictures provided.Then compare the similarities and differencesin registrationbetweenthisplatformand Wishplatform. PartC LaunchingProductsonaCross-border E-commercePlatform Differentplatformshavedifferentrules,policiesandprocedurestolaunchproducts. However,therearesomesimilarparts.Thispartwillalsotake Wishplatformasan exampletoshowhowtolaunchproductsonaCross-borderE-commerceplatform. 1. Rules and policies for Launching Products (1)Informationprovidedduringproductuploadmustbeaccurate. (2)CounterfeitproductsarestrictlyprohibitedonWish. (3)Productsandlistingsmaynotinfringeontheintellectualpropertyofothers. (4)ProductlistingsmaynotrefercustomersoffofWish. (5)Listingduplicateproductsisprohibited. (6)Modifyingaproductlistingfromitsoriginalproducttoanew productis forbidden. (7)Prohibitedproductlistingswillbepenalized. (8)Aproductlistingmaynotincludedifferentproductsofhighvariance. (9)Extremepricevariancewithinoneproductlistingisprohibited. (10)Productlistingsthataredetectedtobemisleadingwillbepenalized. (11)Extremepriceincreaseswithinoneproductlistingareprohibited. Formoreandfurtherinformationaboutproductlaunchingrulesandpolicies,you cangotoPolicyOverviewformerchantsonWishplatformthroughthisURL:https:// merchant.wish.com/policy. Unit3 OpeningaCross-borderE-commerceStore 55 2. Procedures for Launching Products AsWishplatform merchants,theyhavethree methodstolaunchproducts:add manually,addthroughaCSV productfeedfile,andaddthroughan API.Fornew merchantsonWishplatform,thefirstmethodisrecommendedtogetthemfamiliarwith thisplatformandprocedures.Therefore,thefollowingcontentfocusesonthedetailed introductionofaddingproductsmanually. First,logintoyourmerchantaccountathttps://merchant.wish.com/login.From thetopmenu,clickProducts,AddNewProductsandthenManual.Thiswilltakeyou tohttps://merchant.wish.com/add-products. picture3-18 Second,enter the products.. basicinformation including the product name, description,tagsanduniqueproductIDlikethefollowingpicture.Forthetags,youcan addupto10tagsforyourproduct—themoretags,theeasieritwillbeforuserstofind yourproduct. picture3-19 Third,upload multiplehigh-qualityimagesforeachproductwhichenablesyour potentialcustomerstoviewyourproductsasfullyaspossibleandincreasestheexposure oftheseproducts. picture3-20 Therearethrediferentmethodstouploadtheimagesofproducts:Drag&drop, uploadfromcomputersanduseimageURL. Drag&Drop:itisthesimplestwaytouploadmultipleimagesforyourproduct. Clickontheimageyouwouldliketoaddanddragitintothemainimagefield. Meanwhile,youcancontinuetoclicktheimagesyouwouldliketoadd,andthendragthemtoadditionalimagefield. Uploadfromcomputers:ifyouchoosetoaddanimagefromyourcomputer,first select‘AddFromYourComputer’andthenchoosetheimagesyouwouldliketoaddfor theproduct. UseimageURL:youcanuploadaproductimageviathewebaddresbycopyingandpastingtheimage.Ifyoudon..thavetheimageURL,youcangotoawebsitewhere it..salreadylistedandright-clickontheproductimagetocopytheURL. Fourth,addingpriceandinventory. Youwilentertheproduct..sprice,quantity,shippingcostsandshippingtime.You mayalsoselectapre-setshippingtimefromtheshowndateranges;oryoumayenterit manualyifyourshippingtimeisnotlisted.Fastandreliableshippingiscrucialto customersatisfaction.Thefasteryoufulfilandshipyourorders,themoreexposures yourproductswilreceive.Meanwhile,addingmultiplehigh-qualityimagesforyour productsisalsooneofthebestwaystoincreasetheproduct..sexposureandpush volume.TheLocalCurencyisbasedontheLocalCurencyCodethatcanbefound underAcount→Setings→CurencySetings. 56 跨境电子商务专业英语 picture3-21 Fifth,addcountryshipping.Thecountryshippingofaproductcanbeeditedunder the“Customizeshippingpriceforchosencountries”section.Hereyoucanseteach country..sshippingpriceandlocalizedshippingprice: picture3-22 Sixth,addcolorsandsizes.Thebestwaytoincreasesalesistoensureyour productshavepropersizeandcolorinformation.Productsthathavecorectsizingand colorinformationselmoreontheWishplatform.Customerstrustproductsthathave completeinformationaboutsizeandcoloroptions.Theyaremuchmorelikelytobuya productwhentheycanselectthesizeandcolortheypreferpriortothepurchase.Luckilyaddingcolorsandsizestoyourproductiseasy: Simplychecktheboxnexttothecoloryouwouldliketoadd.Youmayalsoadd additionalcolorsintothe‘Other’fieldanditwilappearinthissection,forexample, Unit3OpeningaCross-borderE-commerceStore57 picture3-23 Black&White.Addingsizesisjustaseasy: picture3-24 Firstselectthetypeofproductyouareuploading.Asyouselecttheappropriate category,thesizechartwiladjustinordertoshowtheappropriatesizing.Onceyou haveselectedtheproductcategory,clicktheboxesnexttothesizesthatyouwouldlike tolistforthisproduct. Seventh,addproductvariations.Itwilautogenerateproductinformationyouhave entered: Here,youcanadjustthepriceandquantityofeachvariation.Let..ssayyoudonot havesizesforthemulti-color.Simplyadjustthequantityto0. Finaly,addoptionalproductatributes. Addmoreinformationtoyouritem,andexpandtheoptionalinformationsection. Here,youcanaddtheMSRP,brandname,landingpageURLandUPC.Clickonthe corespondingfieldtoaddanatributetoyouritem.Nowsubmittouploadyournew product! 58 跨境电子商务专业英语 Unit3 OpeningaCross-borderE-commerceStore 59 picture3-25 picture3-26 Questions 1.WhataretherulesoflaunchingproductsonWishplatform? 2.Whatarethewaystouploadtheimagesofproducts? 3.WhatarethestepsinvolvedinlaunchingproductsonWishplatform? 4.WhatarethewaystolaunchproductsonWishplatform? Notes 1.CSV:CommaSeparatedValues,逗号分隔值,字符分隔值,其文件以纯文本的形式存 储表格数据(数字和文本),是一种通用的、相对简单的文件格式,被广泛应用;其最普 遍的应用是在程序之间转移表格数据。 2.MSRP:ManufacturerSuggestedRetailPrice,制造商建议的零售价,市场指导价,厂商 建议的零售价。 3.UPC:UniversalProductionCode,通用产品编码,产品代码,条形码,是美国统一代码 委员会制定的一种商品专用条码,并在1949年取得专利;是最早被大规模应用的条码, 是一种长度固定、连续的条码,目前主要在美国和加拿大使用,后通行于国际贸易中。 60 跨境电子商务专业英语 New Words and Terms 1.counterfeit adj.假冒的;伪劣的 2.prohibit v.禁止 3.duplicate adj./v.复制的;复制 4.modify v.调整 5.penalize v.惩罚;处罚 6.variance n.变化幅度;差额 7.manually adv.手动地 8.tag n.标签 9.feed n.电子表格文件(包含产品信息等) 10.pre-set adj.预先设置的 11.corresponding adj.符合的;相应的;相关的 12.intellectualproperty 知识财产 13.drag&drop 拖曳 14.mainimagefield 主图区域 15.additionalimagefield 附图区域 16.copyandpaste 复制和粘贴 17.pushvolume 推送量 18.priorto 先于;在…之前 19.landingpage (网站)登录页 Exercises Task5:Completethefollowingsentenceswiththewordsorphrasesinthebox. prohibit counterfeit duplicate modify manually penalize corresponding variance intellectualproperty priorto 1.Areyouawarethatthesenotesare . 2.Aprice of5%isallowed. 3.Foreachrulethatcannotbecheckedautomatically,adrop-downlistallowsyouto indicatethatyoucheckedit . 4.Thewarandthe fallintradehavehadadevastatingeffectonthecountry. 5.Newcopiesoftheformcanbe fromamastercopy.