Part Two ：Passage Reading Task 1
1. Because store description is where we introduce the basic information of the store and show the advantages and strength of it. 2. The business store description is richer in content, while the personal store description is usually more concise, and pays more attention to visual marketing tools such as store decoration. 3. Make full use of store decoration tools, such as shop sign, picture rotation, recommended products, customized contents and so on.
Task 2
1. philosophy 2. Patent 3. credible 4. campaign 5. neglects 6. rotation 7. visual 8. proportion
Task 3
1. Our client wants a simple and intuitive interface. 2. The store description of a business store usually includes a general introduction to the company’s business scope. 3. We want to create a fashion and dynamic brand image. 4. Team members speak alternately in the marketing class.
5. A Russian customer is not satisfied with our product and wants to know our return policy.
6. Our price must be consistent with the market price.
Part Three ：Mini-Project Task 1
Established in 2002, Hangzhou ABC Clothing Co., Ltd. is a clothing enterprise based on the design, development, production and sale of high-end women"s clothing brand. The company has been focusing on the European and American markets in France, Spain and Italy for ten years, and officially switched to cross-border e-commerce market in 2012.
ABC Clothing Co., Ltd. has more than 200 employees, with a factory area of more than 1500 square meters. It has a professional design team, modern production equipment and a sales team with sharp eyesight.
ABC Clothing Co., Ltd. insists on the mission of "supporting the rapid growth of dealers and creating a beautiful life for customers", making efforts to create a competitive clothing production and wholesale enterprise for the European and American market! （答案仅供参考）
Task 2
Service Terms We provide perfect after-sales service, promising from the date of delivery (subject to the sign date of customer) for the time within the specified time (30 days for regular price products, 15 days for reduced price products), if there is any dissatisfaction with the goods, we will provide unwarranted return service. 1. Return service notice: (1) Please ensure the integrity of returned goods, that is, goods need to maintain their original quality and function, and the products themselves, accessories, trademarks, labels and tag are complete. Please return the whole package for a set of goods.
(2) Please return the goods, tag, accessories, physical gifts, and commodity packaging (not including cartons, express bags). 2. The following cases are not accepted for return: (1) For safety and hygiene considerations, personal accessories such as underwear, swimsuit, sports bra, socks, panty hose, bottom wear and so on. (2) Products that have been washed, worn, or damaged for personal reasons. (3) Trademarks, logo and so on have been removed. (4) Only the gift with purchase, but not the product itself. (5) Products that exceed the return time limit. 3. Return and exchange due to quality issues: (1) We promise that all the goods are sold after the quality inspection. If you find the quality defects, please make sure to contact the customer service within 30 days after signing the goods (within 15 days for reduced price products), and request return or exchange under the guidance of the customer service. We will cover all the fees of return or exchange due to quality issues. (2) Please understand returns and exchanges due to the following reasons can"t be processed as quality problem and will be treated as a general return: a) Because of the difference in color between lights, computer monitors, or personal understanding of colors, there may be some color differences between photos and actual products. This does not belong to the quality issues. b) The product details page provides a standard size table for your reference only; it may be slightly different from your measurement results due to manual measurements, different batches, or personal measurement standards. c) Please check the goods in time after receiving them, and try them on, and timely ask for the return request. Requests exceeding the specified time limit (30 days for regular price products, 15 days for reduced price products) will not be able to be processed for return or exchange.
Passage Translation
店铺 描述 店铺描述是我们向买家介绍店铺基本情况和展示店铺优势和实力的窗口，因此不容忽视。一般来说，跨境电商店铺分为企业店铺和个人店铺两大类。这两种不同类型的店铺描述侧重点各不相同，企业店铺的介绍一般内容更为丰富，而个人店铺的介绍则通常比较简洁，更注重店铺装修等视觉营销工具。
企业店铺的店铺描述一般从公司简介开始，如公司历史、主营范围、所获奖项或专利证书、知名客户等。除此之外，也可以简单介绍一下公司的经营理念或公司文化等，给买家留下一个诚信、可靠的第一印象。由于跨境电商的特殊性，一般在店铺描述部分还会介绍产品的进货渠道、物流方式、发货时间、退换货政策和售后服务联系方式等。在店铺描述中，可以适当加入一些图片，如工厂实拍图、物流打包实拍图等，使店铺更为可信。
对个人店铺而言，店铺描述相对简洁，更多的侧重在于店铺装修。店铺首页的设计对于任何一个跨境电商平台来说都比较重要，以速卖通为例，店铺装修分为多个板块的设计，包括店招板块、图片轮播板块、商品推荐板块、自定义内容区等。
店铺装修的第一步，我们要为店铺定一个整体的风格和色调。在这个过程中，应充分考虑所选风格和色调是否符合我们的主营产品或经营理念。比如，主营母婴产品的店铺一般选择较为可爱、温馨的装修风格，而色调也以粉白色系为主；而主营数码产品或男装的店铺则一般会选择较为简洁、商务的风格，色调多以蓝色或黑白色系为主。
一旦确定好店铺装修风格和色调，我们需要为店铺设计一个店招。店招出现在我们店铺的首页最上端，是一个店铺的招牌，也是展示店铺形象的重要模块。在店招中我们可以放上店铺名称或公司名称，以及主要销售的产品信息等。店招还允许加入一个链接，可以是店铺首页、产品组或任何单一产品。我们可以根据店铺营销的需要，交替使用首页链接、活动链接、产品链接等，以此达到高效利用店招的目的。
图片轮播一般位于店招之后，将多张广告图以滚动轮播的方式进行动态展示，可以更直观、更生动地表达商品的特点。我们一般将店铺的主打和热销产品，或新品设置为图片轮播。需注意的是，图片轮播模块里的图片大小和比例一定要统一。
商品推荐模块使用效率很高，我们可以在这个模块里自动选择销量最高的产品来作为“热卖”推荐。一个店铺可以同时添加多个商品推荐模块，所以除了热卖推荐，我们也可以添加新品推荐、季节性产品推荐等。
最后，我们可以通过添加自定义内容区来更全面地展现我们的产品和店铺。比如，可以通过自定义内容区添加自定义语言的内容，方便非英语国家的买家进行购物。我们也可以通过自定义内容区向买家展示我们的社交媒体账号，以吸引更多的粉丝，并增加客户粘性、提高客户忠诚度。
