跨境電子商務(wù)雙語教程BilingualCourseofCross-BorderE-Commerce第二版The2ndEdition3.跨境電商產(chǎn)品發(fā)布與管理3.PostingandManagementofCross-borderE-commerceProducts跨境電子商務(wù)雙語教程BilingualCourseofCross-BorderE-Commerce第二版The2ndEdition目錄CONTENTSProductPostingRulesofAliExpressPlatform速賣通平臺(tái)產(chǎn)品發(fā)布規(guī)則3.1PuoductPostingRulesofAmazonPlatform亞馬遜平臺(tái)產(chǎn)品發(fā)布規(guī)則3.2ProductPostingRulesofOtherPlatforms其他平臺(tái)產(chǎn)品發(fā)布規(guī)則3.33.跨境電商產(chǎn)品發(fā)布與管理3.PostingandManagementofCross-borderE-commerceProductsLeveragingdataanalysisandherteam’sresourceadvantages,shesourcesclothing,footwear,andotherproductsfromofflineprofessionalmarketsorthe1688platform,thensellsthemoverseasviaplatformssuchasAliExpress,Amazon,eBay,andShopee.Toacceleratesales,Xiaoweiplanstodirectlydownloadsimilarproductimagesfromotheronlinestores,makeminoredits,andlisttheproductsonallplatformsasquicklyaspossible.Isthisbehaviorappropriate?Dodifferentplatformshaveidenticalproductlistingrequirements?Lead-inCasePostingandManagementofCross-borderE-commerceProducts3.XiaoWei’sProblem:PostingandManagementofCross-borderE-commerceProducts3.Learningobjectives學(xué)習(xí)目標(biāo)Tomastertherequirementsforproductpricing,titles,anddetailpagesondifferentplatforms.Tomastertheimagerequirementsforprimaryandsecondaryproductimagesondifferentplatforms.TomastertheproductlistingrulesofmajorplatformslikeAliExpressandAmazon.TounderstandthecomplaintmechanismsofAliExpressandAmazon.KnowledgeObjectives

知識(shí)目標(biāo)PostingandManagementofCross-borderE-commerceProducts3.Tocomplywithplatformrulesandsourcecompliantproductswithmarketpotential.ToprocessproductimagesasrequiredforCross-borderE-commerceplatforms.TodraftproducttitlesanddetailpagesforAliExpressandAmazonasspecified.Tofileappealsincaseofunjustpenaltiesinaccordancewithplatformguidelines.Learningobjectives學(xué)習(xí)目標(biāo)SkillObjectives技能目標(biāo)PostingandManagementofCross-borderE-commerceProducts3.Tocultivateadiligent,patient,andconscientiousworkethic.TodevelopcomplianceawarenessregardingproductlistingrulesonCross-borderE-commerceplatforms.Tocultivatelastinginterestinlearningnewknowledgeandskillsandtheabilitytoadapt.Learningobjectives學(xué)習(xí)目標(biāo)Toupholdprofessionalethicsofdedication,integrity,customerfocus,andfairness.QualityObjectives素質(zhì)目標(biāo)

3.1ProductPostingRulesofAliExpressPlatform速賣通平臺(tái)產(chǎn)品發(fā)布規(guī)則PricingStrategy,TitleandPageofDetailsforProductsonAliExpressPlatform3.1.1PhotoProcessingforProductsonAliExpressPlatform3.1.2PenaltiesforViolationsofShopsonAliExpressPlatform3.1.3MechanismofAppealingforShopsonAliExpressPlatform3.1.41．ProductpricingstrategyAliExpresssellersshouldconductonlineandofflineresearchonsimilarproducts,analyzingthepricingofcompetitorsandhomogeneousitemstoinformtheirownpricingstrategyWhenthesellersetsthepricefortheproduct,heorsheneedstoconsiderfactorssuchasthepurchaseprice,domesticfreight,internationalfreight,customsdeclarationfee,profit,platformcommission,marketingactivitydiscount,unioncommissionwithdrawalhandlingfee,overseaswarehousecost,etc.3.1.1PricingStrategy,TitleandPageofDetailsforProductsonAliExpressPlatformProductPostingRulesofAliExpressPlatform3.1ProductpriceProductsellingprice=Cost/ExchangeRate×(1+CostProfitMargin)/(1-TotalPromotionFeeRate)=(ProcurementCost+DomesticShipping+InternationalShipping+CustomsFees)/ExchangeRate×(1+CostProfitMargin)/(1-PlatformFeeRate)/(1-PromotionDiscountRate)=[ProcurementCost+DomesticShipping+(Weight×ShippingRate×Discount)+CustomsFees]/USDBuyingRate×(1+CostProfitMargin)/(1-PlatformFeeRate)/(1-PromotionDiscountRate)2．ProducttitleProducttitleisacriticalchanneltoattractbuyerstoviewproductdetailpagesandstores.Thetitleismainlycomposedofcorewords,attributewordsandwordstoattractflows.3．DetailpageDetailpageserveasakeychannelforsellerstohighlightproductfeatures.Thefirstimageonthedetailpageshouldbethestore’sbrandlogoorproductposter,followedbyrelatedproductimagesorpromotionalbanners.3.1.1PricingStrategy,TitleandPageofDetailsforProductsonAliExpressPlatformProductPostingRulesofAliExpressPlatform3.1Thefirstprimaryimageispivotalforattractingcustomerstosearch,browse,andclickthroughtoproductdetailpages,servingasacriticaltrafficentrypoint.First,timagesmustbeconciseandsharp,withtheproductasthefocalpoint.Second,optimizeimagefilesizes.3.1.2PhotoProcessingforProductsonAliExpressPlatformProductPostingRulesofAliExpressPlatform3.1Source:

Tosafeguardthelegitimaterightsandinterestsofconsumers,merchants,orAliExpress,theplatformcategorizesviolationsintofourpoint-basedsystemsaccordingtotheirnature:IntellectualPropertyProhibited/RestrictedSalesViolations,TransactionViolations,ProductInformationQualityViolations,andSeriousIntellectualPropertyViolations.Deductions,accumulations,andpenaltiesareadministeredseparatelyforthesefoursystems.3.1.3PenaltiesforViolationsofShopsonAliExpressPlatformProductPostingRulesofAliExpressPlatform3.1Source:

WhenastoreispenalizedbytheAliExpressplatformforallegedviolationsbutnoactualviolationsoccurred,thestoremayappealtotheplatform.ThemostcriticalelementintheAliExpressappealprocessisevidence,specificallydocumentationprovingthestoredidnotviolateregulations.Generally,within3workingdays,thestoremustsendfullycompletedappealmaterialstoadesignatedemailaddressorfilloutanduploadsupportingdocumentsasspecifiedintheappeallink.Thestoremustensuretheaccuracyofallsubmittedmaterialsandevidence.Eachappealcorrespondstoonepenalty.1．UnauthorizedImageUseAppeal2．AccountClosureAppeal

3．StoreAssociationAppeal3.1.4MechanismofAppealingforShopsonAliExpressPlatformProductPostingRulesofAliExpressPlatform3.1

3.2PuoductPostingRulesofAmazonPlatform亞馬遜平臺(tái)產(chǎn)品發(fā)布規(guī)則Titleand“FiveBulletinPoints”ofProductsonAmazonPlatform3.2.1ImageProcessingofProductsonAmazonPlatform3.2.2PunishmentforShopViolationsonAmazonPlatform3.2.3WritinganAppealEmailonAmazonPlatform3.2.43.2.1Titleand“FiveBulletinPoints”ofProductsonAmazonPlatformRulesofLaunchingProductsonAmazonPlatform3.21．RequirementsofproducttitleAmazonproducttitlesincludethefollowingelements:Brand+Model+Keywords+ApplicationScope+ProductFeatures.2．FivebulletinpointsBulletpointsmayincludespecifications,packaging,functions,features,uses,advantages,materials,appearance,design,additionalfeatures,usageguidelines,andafter-salesguarantees.3.2.2ImageProcessingofProductsonAmazonPlatformRulesofLaunchingProductsonAmazonPlatform3.21．Primaryimagerequirements.(1)PixelrequirementsThelongestsidemustbeatleast1,000pixels.Theshortestside(widthorheight)ofthepicturemustnotbelessthan500pixels.(2)FormatrequirementsSupportedformats:JPEG,TIFF,GIF.JPEGisrecommendedduetofasteruploadspeeds.(3)BackgroundcolorrequirementsThebackgroundmustbepurewhite(RGB:R=255,G=255,B=255).(4)AdditionalrequirementsPrimaryimagesmustbeactualproductphotographs,notillustrations,hand-drawnimages,orcartoons.

3.2.2ImageProcessingofProductsonAmazonPlatformRulesofLaunchingProductsonAmazonPlatform3.22．Secondaryimagerequirements.

Secondaryimagesarerecommendedtomatchtheprimaryimage’sdimensionsforvisualcoherence.Theycanshowcasedetails,alternateangles,orstylingcontextstosupplementfeaturesnothighlightedintheprimaryimage.Sellersmayuploadupto8secondaryimagestoAmazonproductlistings.3.2.3PunishmentforShopViolationsonAmazonPlatformRulesofLaunchingProductsonAmazonPlatform3.2

ThepolicyrequiressellerstoupholdfairandhonestpracticesonAmazontoensureasafebuyingandsellingexperience.Allsellersmustcomplywiththefollowingguidelines:

①AlwaysprovideaccurateinformationtoAmazonanditsbuyers.②ActfairlyandrefrainfromabusingAmazon’sfeaturesorservices.③Donotattempttoharmothersellersortheirproducts/ratings,orengageinabusivebehavior.④Donotattempttoinfluencebuyerratings,feedback,andreviews.⑤Donotsendunsolicitedorinappropriatecommunications.⑥Onlycontactbuyersthroughthe(MessageService).⑦DonotattempttocircumventAmazon’ssalesprocesses.⑧DonotoperatemultipleselleraccountsonAmazonwithoutlegitimatebusinessneeds..3.2.4WritingE-mailofComplaintonAmazonPlatformRulesofLaunchingProductsonAmazonPlatform3.2IfanAmazonsellerdeterminestheyhavenotviolatedanypoliciesafterreviewingtheirstoreoperations,theymayfileaviolationappealviaemail:(1)Analyzethereasonbasedontheemailcontent.(2)Problem-resolutionmeasures.(3)Futurepreventionstrategies..

3.3ProductPostingRulesofOtherPlatforms其他平臺(tái)產(chǎn)品發(fā)布規(guī)則ProductPostingRulesofeBayPlatform3.3.1ProductPostingRulesofShopeePlatform3.3.23.3.1ProductReleaseRulesofeBayPlatformProductReleaseRulesofOtherPlatforms3.3OneBay,productlistingsshouldcomprisethreecomponents:ProductDetails,SalesDetails,andShippingDetails.

1.ProductDetails

ProductDetailsincludethetitle,attributes,images,anddetaileddescriptions..2.