跨境電子商務(wù)雙語教程 試卷B中英文答案

《跨境電子商務(wù)雙語教程》試卷B答案AnswertoKnowledgeTestBof《BilingualCourseofCross-BorderE-Commerce》

題型名詞解釋選擇題判斷題案例分析計(jì)算題綜合任務(wù)ItemTermexplanationMultiplechoiceTrueorFalseCasestudyCalculationComprehensivetask分值202020101515Marks202020101515Termexplanation名詞解釋（4X5=20）（1）ODMODMmeansthecompanydesignsandproducesproductsaccordingtotherequirementsofanothercompany.Itproducesgoodsaccordingtothedelegatingcontract.（2）“FiveBulletinPoints”ofProductsonAmazonPlatformThefive-pointdescriptionofAmazonlistingislocateddirectlybelowthetitle,anditsimportanceissecondonlytotheproducttitle.Itsroleistodeepenthecustomer’simpressionoftheproduct.Thefive-pointdescriptioncanbetheproductspecifications,packaging,functions,features,uses,advantages,materials,appearance,designstructure,additionalfunctions,howtouse,after-salesguarantee,etc.（3）OverseasWarehouseIncross-borderE-commerce,overseaswarehousereferstodomesticcompaniestransportingcargoestotargetmarketcountriesintheformofbulktransportation,establishingwarehousesandstoringcargoeslocally,andthendirectlyconductingsorting,packaginganddistributionfromlocalwarehousestomeettheneedsoflocalsalesorders.（4）1210Thecustomssupervisionmethodcodeis“1210”,thefullnameis“bondedcross-bordertradeE-commerce”,and“bondedE-commerce”forshort.ItisapplicabletodomesticindividualsorE-commerceenterprisesthatimplementcross-bordertransactionsonE-commerceplatformsapprovedbythecustomsandenterandexitE-commerceretailinboundandoutboundgoodsthroughspecialcustomssupervisionareasorbondedsupervisionplaces.（5）SettlementofforeignexchangeTheactofanenterprisesellingforeignexchangetofinancialinstitutionsinaccordancewithstateregulationsiscalledsettlementofforeignexchange.（1）ODMODM（OriginalDesignManufacture，原始設(shè)計(jì)制造商），ODM指企業(yè)根據(jù)另一廠商的規(guī)格與要求設(shè)計(jì)和生產(chǎn)產(chǎn)品，企業(yè)基于授權(quán)合同生產(chǎn)產(chǎn)品。（2）亞馬遜平臺(tái)產(chǎn)品的“五點(diǎn)描述”亞馬遜產(chǎn)品目錄的五個(gè)要點(diǎn)描述位于標(biāo)題正下方，其重要性僅次于商品標(biāo)題。其作用是加深顧客對產(chǎn)品的印象。五個(gè)要點(diǎn)描述可以是產(chǎn)品的規(guī)格、包裝、功能、特點(diǎn)、用途、優(yōu)勢、材質(zhì)、外觀、設(shè)計(jì)結(jié)構(gòu)、附加功能、如何使用、售后保障等。（3）海外倉在跨境電商中，海外倉是指國內(nèi)企業(yè)將商品以大宗運(yùn)輸?shù)男问竭\(yùn)往目標(biāo)市場國家，在當(dāng)?shù)亟}庫、儲(chǔ)存商品，然后根據(jù)當(dāng)?shù)氐匿N售訂單，及時(shí)從當(dāng)?shù)貍}庫直接進(jìn)行分揀、包裝與配送。海外倉的數(shù)據(jù)化物流體系帶動(dòng)跨境電商產(chǎn)業(yè)鏈的升級。（4）1210海關(guān)監(jiān)管方式代碼為“1210”，全稱為“保稅跨境貿(mào)易電子商務(wù)”，簡稱“保稅電子商務(wù)”。它適用于境內(nèi)個(gè)人或電商企業(yè)在經(jīng)海關(guān)認(rèn)可的電商平臺(tái)上實(shí)現(xiàn)跨境交易，并通過海關(guān)特殊監(jiān)管區(qū)域或保稅監(jiān)管場所進(jìn)出的電商零售進(jìn)出境商品。（5）結(jié)匯企業(yè)將外匯按國家規(guī)定賣給金融機(jī)構(gòu)的行為，稱為結(jié)匯。Multiplechoice單選題(1X20=20)（1）(A)ThemainpurposeoftheactionofChinesegovernmentforcross-borderE-commerceisto_____,supportandleadtheoperationofelectroniccross-bordercommerceintherightdirection.A.removeobstaclesB.addmoretaxesC.addmorerestrictionsD.removee-businesscustomers（2）(D)Alibaba’smajorbusinessesandthebusinessesofitsrelatedcompaniesincludeB2Bplatform,B2Cplatforms,and__________。A.logisticstechnologyB.financeC.amusementD.allrelatedindustry（3）（C）Whichdepartmentshouldcross-borderE-commercecompaniesapplyforcustomsregistrationcertificate?A.IndustrialandCommercialBureauB.InspectionandquarantinedepartmentB.CustomsdepartmentD.MinistryofCommerce（4）（B）Whichofthefollowingplatformsisknownas"theinternationalversionofTaobao"?A.ShopeeB.AliExpressPlatformC.AmazonPlatformD.eBayPlatform(5)(A)ThecharacteristicsofAliExpressproducttitle__________:A.Within128charactersB.within200charactersC.musthavepunctuationD.mustcontainverb(6)(D)WhichoffollowingisnotcorrectchoicewhencreatinganewlistingoneBay?A.ProductdetailsB.SellingdetailsC.ShippingdetailsD.Logisticdetails（7）(C)Astoshortvideomarketing,Whichoffollowingstatementarenotcorrect?A.ShortvideomarketingisakindofcontentmarketingB.Advertisingproductplacementmarketingofinfluenceristhemostlyusedwaytodotheshortvideomarketingforcross-borderE-commerceenterprisesC.ShortvideomarketinghasthecharacteristicsofinteractivityD.Atpresent,shortvideosaremainlyspreadonmobilephones（8）(C)IntheAliExpressplatform,whichoneoffollowingmarketingtoolcanincreasetheaveragetransactionvalue?A.FullstorediscountB.FalshsalesC.xxxoffonpurchaseoverxxxD.Limitedtimeandlimitedquantitydiscount（9）（D）________meansthatthecarrierisresponsibleforthesafetransportationandcustodyofthecontainer,anddividestheresponsibilities,obligationsandrightswiththecargoowneraccordingtothebilloflading.A.consignmentapplication

B.handoverconfirmation

C.shipment

D.seatransportation（10）（B）________isamoderntransportationmethodthatcombinesscatteredgoodsintolargecontainerswithcertainspecificationsandintensitythatareusedformulti-modaltransport.A.internationalmultimodalunion

B.containertransportationC.oceantransportation

D.airtransportation（11）（A）Whichisnotbelongtocross-borderE-commercelogisticstransportation.A.privatejet

B.overseaswarehouse

C.cross-borderdedicatedlogistics

D.postaltransportation(12)(B)Aconsumerentrustedhisfriendwhoisengagedinpurchasingfromaforeignwebsitetobuyahandbagfromaforeignwebsite,worth2,000ChineseYuan.Theitemisimportedintheformofcommercialexpressdelivery.Theapplicableimporttaxpolicyisasfollows.A.ImporttariffsB.Comprehensivecross-borderE-commercetaxC.PostaltaxD.Duty-freerelease(13)(A)Whichofthefollowingdoesnotbelongtothesupervisionmethodcodeforcross-borderE-commerceB2Bexports?A.1210B.0110C.9710D.9810(14)(D)WhichofthefollowingdoesnotbelongtotheservicescopeofOneTouch?A.CustomsdeclarationagentB.FinancialserviceC.LogisticsserviceD.Clientdevelopment(15)(C)Withtheconsentof______,thesellermayopenanoverseasaccountfordepositingexportincomeinanoverseasbankinaccordancewiththedetailedrulesfortheimplementationoftheguidelinesonforeignexchangeadministrationoftradeingoods,anddeposittheexportincomewithrealandlegaltransactionbackgroundabroadA.EnterpriselegalrepresentativeB.crossborderE-commerceplatformC.foreignexchangemanagementdepartmentD.enterprisefinancialdirector(16)(A)Type________companymaysimplifytheimportpaymentdocuments.Thecompanycandirectlyhandlethepaymentofforeignexchangeinthebankwithanykindofdocumentsthatcanprovetheauthenticityofthetransaction,suchasimportdeclarationform,contractorinvoice.Companyofthistype’sexportcollectiondoesnotneedtobecheckedonline.Bank'sverificationproceduresforthecompany’scollectionandpaymentofforeignexchangearesimplifiedaccordinglyA.AB.BC.CD.D(17)(D)theStateadministerstheannualtotalamountofindividualforeignexchangesettlementanddomesticindividualforeignexchangepurchase,whichistheannualequivalentofeachperson.A.CNY50000B.CNY200000C.USD2000D.USD50000(18)(A)Pre-salesconsultation,allneedcustomerserviceanswersorquestionsabout"products"or"__________".A.ServiceB.TechnologyC.ParametersD.price(19)(A)Cross-borderE-commerceplatformscontinuetoconnectvariouspaymentchannels,themostcommonofwhichare__________.A.VisaandMasterCardB.MercadoPagoC.BoletoD.WebMoney(20)(C)Yandex.Moneyisamorepopularelectronicwalletin__________.A.UnitedStatesB.JapanC.RussiaD.Brazil（1）（A）中國政府對跨境電子商務(wù)采取行動(dòng)的主要目的是在正確的方向上_____，支持和引導(dǎo)電子跨境貿(mào)易的運(yùn)作。A.消除障礙B.增加稅收C.增加更多限制D.取消電子商務(wù)客戶（2）（D）阿里巴巴的主要業(yè)務(wù)及其關(guān)聯(lián)公司的業(yè)務(wù)包括B2B平臺(tái)，B2C平臺(tái)和__________。A．物流技術(shù)B．財(cái)務(wù)C．娛樂D．全部相關(guān)業(yè)務(wù)（3）（C）跨境電商企業(yè)應(yīng)當(dāng)向哪個(gè)部門申請報(bào)關(guān)登記證？A.工商局B.檢驗(yàn)檢疫部門C.海關(guān)部門D.商務(wù)部（4）（B）以下哪個(gè)平臺(tái)被稱為“國際版淘寶”？A.蝦皮平臺(tái)B.速賣通平臺(tái)C.亞馬遜平臺(tái)D.eBay平臺(tái)（5）(A)速賣通產(chǎn)品標(biāo)題的特征__________:A.字?jǐn)?shù)128個(gè)字符以內(nèi)B.字?jǐn)?shù)200個(gè)字符以內(nèi)C.必須有標(biāo)點(diǎn)符號D.必須含動(dòng)詞（6）（D）在eBay平臺(tái)上刊登新產(chǎn)品時(shí)，如下選項(xiàng)不包括的是__________？A.產(chǎn)品細(xì)節(jié)B.銷售細(xì)節(jié)C.運(yùn)輸細(xì)節(jié)D.物流細(xì)節(jié)（7）（C）以下哪項(xiàng)關(guān)于短視頻營銷的陳述是不正確的？A.短視頻營銷是一種內(nèi)容營銷B.網(wǎng)紅廣告植入式營銷是跨境電商企業(yè)進(jìn)行短視頻營銷的主要方式C.短視頻營銷具有互動(dòng)性的特點(diǎn)D.目前，短視頻主要通過手機(jī)傳播（8）（C）在AliExpress平臺(tái)中，以下哪種站內(nèi)營銷工具可以增加客單價(jià)？A.全店鋪打折B.秒殺C.全店鋪滿減活動(dòng)D.限時(shí)限量折扣（9）（D）________是指承運(yùn)人負(fù)責(zé)集裝箱的安全運(yùn)輸和保管，并依據(jù)提單條款劃分與貨主之間的責(zé)任、義務(wù)和權(quán)利。A.托運(yùn)申請

B.交接簽證

C.裝船

D.海上運(yùn)輸（10）（B）________是一種將零散的貨物合并裝入具有一定規(guī)格和強(qiáng)度的專為周轉(zhuǎn)而使用的大型貨箱進(jìn)行集中裝運(yùn)的一種現(xiàn)代化運(yùn)輸方式。A.國際多式聯(lián)合

B.集裝箱運(yùn)輸

C.海洋運(yùn)輸

D.航空運(yùn)輸（11）（A）下列不屬于跨境電商物流運(yùn)輸類型的是________。A.私人飛機(jī)

B.海外倉

C.跨境專線物流

D.郵政運(yùn)輸（12）（B）某消費(fèi)者委托其從事代購的朋友從國外網(wǎng)站海淘了一個(gè)手提包，價(jià)值2000元，該物品是以商業(yè)快遞的形式入境的，其適用的進(jìn)口稅收政策為。A．進(jìn)口關(guān)稅B．跨境電商綜合稅C．行郵稅D．免稅放行（13）（A）以下哪個(gè)不屬于跨境電商B2B出口的監(jiān)管方式代碼？A.1210B.0110C.9710D.9810（14）（D）以下哪個(gè)不屬于一達(dá)通的服務(wù)范圍？A.代理報(bào)關(guān)B.金融服務(wù)C.物流服務(wù)D.開發(fā)客戶（15）（C）在______同意的情況下，出口賣家可以根據(jù)《貨物貿(mào)易外匯管理指引實(shí)施細(xì)則》在境外銀行開立用于存放出口收入的境外賬戶，將具有真實(shí)、合法交易背景的出口收入存放境外。A．企業(yè)法人代表B.跨境電商平臺(tái)C.外匯管理部門D.企業(yè)財(cái)務(wù)負(fù)責(zé)人（16）（A）對A類企業(yè)進(jìn)口付匯單證簡化，可憑進(jìn)口報(bào)關(guān)單、合同或發(fā)票等任何一種能夠證明交易真實(shí)性的單證在銀行直接辦理付匯，出口收匯無需聯(lián)網(wǎng)核查；銀行辦理收付匯審核手續(xù)相應(yīng)簡化。A.AB.BC.CD.D（17）（D）國家對個(gè)人結(jié)匯和境內(nèi)個(gè)人購匯實(shí)行年度總額管理，年度總額分別為每人每年等值______。A．5萬人民幣B.20萬人民幣C.2萬美元D.5萬美元（18）（A）售前咨詢，都需要客服解答或有關(guān)“產(chǎn)品”或有關(guān)“”的問題A．服務(wù)B．技術(shù)C．參數(shù)D．價(jià)格（19）（A）跨境電商平臺(tái)不斷對接各種支付渠道，其中最常見的有。A.VisaandMasterCardB.MercadoPagoC.BoletoD.WebMoney（20）（C）Yandex.Money是較為流行的電子錢包。A.美國B.日本C.俄羅斯D.巴西3.TrueorFalse判斷題(2X10=20)（1）（T）ComparedwithAliExpress,Amazonhasahigherentrythreshold.（2）（F）GoogleTrendsisaninternaldataanalysistool.（3）(T)ThepoliticalfactorsinPESTanalysismainlyincludepoliticalsituation,unexpectedpoliticalevents,politicalstability,relevantgovernmenttradepolicies,relevantlawsandregulations.（4）(F)ThemostfamoussocialnetworkplatformsareDingtalk,YouTubeandInstagram..（5）(T)Thespecificmethodsofsearchenginemarketingmainlyincludesearchengineoptimizationandpaidpromotion.（6）(T)Aftertheentry-exitinspectionandquarantineareincorporatedintothecustoms,theinspectionofimportandexportcommoditiesshouldbeappliedtothecustoms,sothemodeloffirstdeclarationandthendeclarationisnolongerapplicable.（7）(F)Theestablishmentofcustomsagenciesisconsistentwiththeestablishmentofadministrativedivisions.（8）(F)Customsdeclarationmustbehandledbytheconsignororconsignorofimportandexportgoods.（9）(T)Customerserviceshouldadoptdiversifiedresponsemethods.（10）(F)Buyerscanfiledisputesatanytime,orsubmitthemtotheplatformforjudgmentatanytime.（1）（對）與速賣通相比，亞馬遜入駐門檻較高。（2）（錯(cuò)）GoogleTrends是一種內(nèi)部數(shù)據(jù)分析工具。（3）（對）PEST分析中的政治因素主要包括政治形勢、突發(fā)政治事件、政治穩(wěn)定、政府相關(guān)貿(mào)易政策以及相關(guān)法律法規(guī)。（4）（錯(cuò)）最著名的社交網(wǎng)絡(luò)平臺(tái)是釘釘、YouTube和Instagram.。（5）（對）搜索引擎營銷的具體方法主要包括搜索引擎優(yōu)化和付費(fèi)推廣。（6）（對）出入境檢驗(yàn)檢疫并入海關(guān)后，進(jìn)出口商品的檢驗(yàn)都應(yīng)該向海關(guān)申請辦理，所以先報(bào)檢后報(bào)關(guān)的模式已經(jīng)不適用了。（7）（錯(cuò)）海關(guān)機(jī)構(gòu)的設(shè)置是和行政區(qū)劃的設(shè)置一致的。（8）（錯(cuò)）報(bào)關(guān)必須由進(jìn)出口貨物收發(fā)貨人申請辦理。（9）（對）客戶服務(wù)要采用多樣化的回復(fù)方式。（10）（錯(cuò)）買家隨時(shí)都可以提起糾紛，也可以隨時(shí)提交到平臺(tái)裁決。4.Casestudy案例分析（2+3+2+3=10）OROLAYInthepasttwodays,anunknowndownjacketinChinahasbecomeahotitemintheUnitedStates.What'smoreunexpectedisthatthemanufacturerofthisdownjacketisinJiaxing,Zhejiang.Adownjacketwithlessthan140dollarshasbecomeafanofeventrendsettersanddesignersinrichareas.Pre-saleisevencalled"Amazoncoat"intheUnitedStates.SinceDecember2018,ithasmaintainedtherecordofAmazon'ssaleschampionintheUSclothingcategory!Infact,thiswomen'sthickeneddownjacketnamedOROLAYhasbeensweepingAmazonintheUnitedStatessince2015,anditssaleshaveincreasedby300-400%annually.Onebuyerwroteintheevaluation:"Ifinallyboughtit.Isaw20womenwearingitinawalkbefore."Anotherbuyersaid:"It'swarmandfashionable!Ilikethiscoatverymuch."Onebuyersaidthatshesawawomanwearingthiscoatwhenshewasinline."Itfeelsalmosteverywhere."Anotherbuyersaidthatsinceshestartedwearingthiscoat,Atleasteightfriendsboughtit.AnaMariaPimentel,fashiondirectorofNeimanMarcus,saidthatshefirstsawthisdressonafriendofhermother's,andthensheboughtit.Twoweekslater,shewenttoaplace,andshewasoneofthefourpeoplewearingthisdress.OROLAY'ssuccessisalsoduetothesocialmediaeffecttoacertainextent.Accordingtothesurvey,56%ofwomenbetweentheagesof18and34arewillingtobuyonethingbecausetheirfriendspublishinformationaboutthisproductonsocialmedia,comparedwith38%ofallagegroups.OROLAYalsohasitsownInstagramaccount,whichspecializesintakingphotosofwomen.Besidesthecheapdownjacket,whatattractsAmericans?OnFebruary24,thereporterinterviewedQiuJiawei,theheadofJiaxingZichiTradeCo.,Ltd.,thebrandownerofOROLAY."Inthecoldweatherofminus32℃,adownjacketwithabottomcoatisenough!"Thedesignofthesixoversizedpocketshasalsowonalotofpraise:"Youcanputmobilephonesandgloves."Somebuyerscommentedthattheyalsolikeitssoftandwarmhood.Itwillnotbeblownupunlessitiswindy.".Inaddition,thisdownjacketisfashionableandpractical.Thesmoothzipperandsilktreatmentdesignarethree-dimensional.Thespecialsidezipperdesignmakesitconvenientforpeopletomove.QiuJiaweisaidthatOROLAYisawomen'sclothingbrandregisteredbythecompanyin2014,andthedesignandmanufactureofclothingareinJiaxing.Thisseeminglyinconspicuousdownjacketismadeofhigh-qualitywhiteduckdownwith90%ofhigh-gradeplush,andahoodwithasoftartificialsheepskinlining,whichisbothfluffyandwarm.Thiskindofdownjacketismorefashionableandpractical,anditsfunctionisnotinferiortothatofbigbrands.Thepriceisonly99.99-139.99dollars.Somebuyersalsocomparedthisdownjacketwithdesignerbrandsintheircomments.YoushouldknowthatCanadianGooseandMonclerusuallysellformorethan$900.Atthebeginningofhisbusiness,QiuJiaweiwantedtobecomeadomesticbrand,namedOuronglai,whichmeansdownjacketwithEuropeanandAmericanstyle.Later,hetranslateditdirectlyintoOROLAYwhendoingforeigntrade.In2013,thiscross-bordere-commerceenterprisebasedinJiaxingbegantosetfootinAmazonbusiness,mainlyengagedinthreebusinesses,downjacket,furnitureandluggage,ofwhichdownjacketaccountedfor80%ofthebusinessvolumeofthewholeyear.DuringamarketresearchintheUnitedStates,QiuJiaweiandhisteamfoundthatmanydownjacketsandjacketsinNorthAmericaarepositionedasoutdoorproducts,emphasizingthewaterproofandfunctionaldiversityoffabrics,andlackoffashion.Therefore,theyaddedfashionelementsonthebasisofqualityandwarmthpreservation.QiuJiawei'swifewasadesignerofaluxuryclothingcompanyinJiaxing,engagedinthedevelopmentofearlyaccessoriesandclothingfabrics.Now,shehastakenupthemaindesignworkofOROLAY.Since2016,OROLAYhasestablishedadesigncenteranddevelopedmanystylesfortheNorthAmericanmarket."WegototheUnitedStatesalmosteverymonth,domarketresearchfirst,thendesignsampleclothes,andarrangeproductionaccordingtothepre-salesituationofsampleclothes."QiuJiaweisaidthatatpresent,thecompany'sdevelopmentfocusisonR&Danddesign.Atthebeginningofnextmonth,hewillgotoNewYorkagainandtrytonegotiatecooperationwithlocalbrands,offlinestoresandsalescompaniestoestablishofflinesaleschannels.Amazon'ssalesofallcategories(morethan150millionproducts)intheUnitedStateseventoppedthelistofcomprehensivecategoriessuchasclothing,shoesandjewelryforsometime,whichQiuJiaweicouldnotimagine."Inthefirstyear,weonlysoldmorethan400clothesintotal,andnowwehavemoredownjacketsthansockssoldonthewebsite".Inrecentyears,cross-bordere-commercehasbecomeverypopular.ManyproductsmadeinZhejianghavebeensoldtooverseasplatformssuchasAmazonandeBay.InQiuJiawei'sview,Oralay'ssuccessisduetoitsownbrandawareness.InJiaxing,therearemanydownjacketandluggageenterprises,butmanyofthemareOEMforotherbrands.QiuJiaweiregisteredhisownbrandatthebeginningofhisbusiness,integratingdesign,productionandsales.Inthesecondhalfoflastyear,thecoldwavesweptacrosstheUnitedStates."Becausethesalesaretoohot,thereisnotimetopreparethegoods,sowecanonlychoosetheairtransportationwithshortertimeandhighercost,butitstilloftencan'tcatchup."QiuJiaweisaidthattheproductsareusuallysoldoutatthepre-salestagebeforetheyareputontheshelf.FromDecemberlastyeartonow,theproductsarebasicallyavailableonthewebsiteonandoff.Inthefaceofsuchaboom,thecompany'sproductionenterpriseshavealsomadeadequatepreparations.Sincethebeginningoftheyear,morethan100000piecesofdownjacketfabricshavebeenordered.Source:QianjiangEveningNews2019-02-25(1)WhyisOROLAYpopularwithconsumersinoverseasmarkets?(atleast2points)(2)DoesOROLAYopenstoresinAmazon?WhataretherulesforopeningstoresinAmazon?(Atleast3points)(3)WhattypeofplatformdoesInstagrambelongto?(4)WhatproblemsmayOROLAYfaceinbusiness?(Atleast3points)OROLAY這兩天國內(nèi)一款不知名的羽絨服火了在美國成了爆款紐約人手一件更沒想到的是生產(chǎn)這件羽絨衣的廠家在浙江嘉興。一件不到140美元的羽絨服，連富人區(qū)潮人乃至設(shè)計(jì)師都成了它的粉絲。預(yù)售就搶空甚至在美國被稱作“亞馬遜外套”。自2018年12月至今，一直保持著亞馬遜全美服裝類銷售冠軍的紀(jì)錄！事實(shí)上，這款名為OROLAY的女裝加厚羽絨服2015年就開始席卷美國亞馬遜網(wǎng)站，銷量以每年300%—400%速度增長。有買家在評價(jià)中寫道：“終于買到了，之前我在一次散步中就看到20個(gè)女人穿著它?！边€有買家說：“又暖和又時(shí)尚！我非常喜歡這件外套?！币晃毁I家表示，她有次排隊(duì)時(shí)見到一位女士穿了這件外套，“感覺它幾乎無處不在?！绷硪晃毁I家則表示，從自己開始穿這件衣服以來，至少有八個(gè)朋友買了它。NeimanMarcus的時(shí)尚總監(jiān)AnaMariaPimentel說，她第一次看到這件衣服是在她媽媽的一個(gè)朋友身上，后來她也買了這件衣服，兩周后她去了一個(gè)地方，而她是四個(gè)穿這件衣服的人中的一個(gè)。OROLAY的成功,一定程度上還歸功于社交媒體效應(yīng)。調(diào)查顯示，年齡在18歲到34歲之間的女性，56%的人愿意購買一樣?xùn)|西，是因?yàn)榕笥言谏缃幻襟w上發(fā)布了這款產(chǎn)品的信息，而在所有年齡組，這一比例為38%。OROLAY還擁有了自己的Instagram帳戶，專門拍攝女性照片。除了便宜這款羽絨服吸引美國人的究竟是什么？2月24日，記者采訪了OROLAY的品牌所有者——嘉興市子馳貿(mào)易有限公司負(fù)責(zé)人邱佳偉?！霸诹阆?2℃的嚴(yán)寒天氣，一件羽絨服搭配一件打底衫就夠了！”6個(gè)超大口袋的設(shè)計(jì)也獲得了不少好評：“既可以放手機(jī)，也可以放手套，“有買家評論說，還喜歡它柔軟溫暖的風(fēng)帽，除非在大風(fēng)天，不然它都不會(huì)被吹起來”。此外，這款羽絨服可謂時(shí)尚又實(shí)用，光滑的拉鏈與絲綢處理設(shè)計(jì)頗具立體感，特殊的側(cè)拉鏈設(shè)計(jì)，讓人活動(dòng)時(shí)也很方便。邱佳偉說，OROLAY是公司2014年注冊的女裝品牌，服裝的設(shè)計(jì)、制造均在嘉興地區(qū)。這款看似不起眼的羽絨服，選用含有90%高級絨朵的優(yōu)質(zhì)白鴨絨，帶有柔軟人造羊皮襯里的帽兜，兼具蓬松感和保暖性。這樣一款功能不輸大牌，且更加時(shí)尚與實(shí)用的羽絨服，價(jià)格僅99.99-139.99美元。有買家也在評論時(shí)將這款羽絨服與設(shè)計(jì)師品牌進(jìn)行了比較，要知道加拿大鵝和Moncler，這些品牌的售價(jià)通常在900美元以上。創(chuàng)業(yè)之初，邱佳偉是想做一個(gè)國內(nèi)品牌，取名為歐絨萊，意思是款式偏歐美的羽絨服，后來做外貿(mào)就將它直接英譯成OROLAY。2013年，這家位于嘉興的跨境電商企業(yè)就開始涉足亞馬遜業(yè)務(wù)，主營三塊業(yè)務(wù)，羽絨服、家具和行李箱，其中羽絨服占到全年80%的業(yè)務(wù)量。一次在美國做市場調(diào)研時(shí)，邱佳偉和他的團(tuán)隊(duì)發(fā)現(xiàn)，北美很多羽絨服和外套定位為戶外用品，強(qiáng)調(diào)面料的防水性、功能的多樣性等，缺少時(shí)尚氣息。所以，他們特意在注重品質(zhì)和保暖的基礎(chǔ)上，加入了時(shí)尚元素。邱佳偉的妻子曾是嘉興一家奢侈品服裝公司的設(shè)計(jì)師，從事前期輔料和服裝面料開發(fā)。如今，她擔(dān)起了OROLAY的主要設(shè)計(jì)工作。2016年開始，OROLAY成立設(shè)計(jì)中心，針對北美市場開發(fā)了很多款式?！拔覀儙缀趺總€(gè)月都往美國跑，先做市場調(diào)研，然后設(shè)計(jì)樣衣，根據(jù)樣衣的預(yù)售情況安排生產(chǎn)?！鼻窦褌フf，目前公司的發(fā)展重心放在研發(fā)和設(shè)計(jì)上。下月初，他要再去紐約，嘗試和當(dāng)?shù)氐钠放?、線下門店以及銷售公司洽談合作，建立線下銷售渠道。亞馬遜全品類（超過1.5億款產(chǎn)品）的全美銷售冠軍，甚至有一段時(shí)間是服裝、鞋子、首飾等綜合類目第一，這曾是邱佳偉不敢想象的?！暗谝荒?，我們總共才賣出去400多件衣服，現(xiàn)在我們的羽絨服比網(wǎng)站上賣的襪子還要多”。這些年跨境電商很火，許多浙江制造產(chǎn)品賣到了亞馬遜、eBay等海外平臺(tái)。Oralay的成功，在邱佳偉看來得益于自主品牌意識(shí)。在嘉興地區(qū)，集聚了不少羽絨服、箱包企業(yè)，但不少是為其他品牌做代工，而邱佳偉在創(chuàng)業(yè)之初，就注冊了自主品牌，集設(shè)計(jì)、生產(chǎn)、銷售于一體。去年下半年，寒潮席卷美國?！币?yàn)橘u得太搶手，來不及備貨，只能選擇時(shí)間更短、成本更高的空運(yùn)，但還是常常趕不上。“邱佳偉說，現(xiàn)在往往是剛?cè)雮}，還沒上架，在預(yù)售階段就已經(jīng)賣完了。去年12月到現(xiàn)在，產(chǎn)品在網(wǎng)站上基本處于斷斷續(xù)續(xù)能買到的狀態(tài)。面對這樣的火爆，公司的生產(chǎn)企業(yè)也做足了準(zhǔn)備。開年至今，已經(jīng)訂購了十幾萬件羽絨服的面料。資料來源：錢江晚報(bào)2019-02-25（1）OROLAY為什么在海外市場受消費(fèi)者歡迎？（至少2點(diǎn)）（2）OROLAY是否在亞馬遜開店，在亞馬遜開店有哪些規(guī)則？（至少3點(diǎn)）（3）Instagram屬于什么類型的平臺(tái)？（4）OROLAY在商業(yè)方面可能面臨什么問題？（至少3點(diǎn)）Answer:(1)ThereasonwhyOROLAYispopularwithconsumersinoverseasmarketsisthatitispopularinsocialmedia,withmanystyles,cheappricesandfastlogistics.(2)WhensettingupshopinAmazon,OROLAYshouldabidebyAmazon'srulesofimageprocessing,title,FBAlogisticsandplatformmarketing.(3)Instagrambelongstotheonlinesocialmedia.(4)OROLAYmayfaceproblemssuchastoomanystyles,easytobecopiedbyothers,toolowpricestoenterthehigh-endmarket,increasedlogisticscostsmayreduceprofits,andtoofastclothingrenewalisnotenvironmentallyfriendly.參考答案：（1）OROLAY在海外市場受消費(fèi)者歡迎的原因是在社交媒體上較流行、款式多、價(jià)格便宜、物流快。（2）OROLAY在亞馬遜開店，要遵守亞馬遜的圖片處理、標(biāo)題、FBA物流和平臺(tái)營銷等規(guī)則。（3）Instagram屬于在線社交媒體平臺(tái)。（4）OROLAY可能面臨款式過多易被人投訴抄襲，標(biāo)價(jià)太低不能進(jìn)入高端市場，如果物流成本增加可能會(huì)減少利潤，服裝更新過快不環(huán)保等問題。5.Calculation計(jì)算題（10+5=15）（1）AboxofclothessentfromHangzhoutoXX.Thegrossweightis28.4kgandthevolumesizeis82cm×48cm×32cm.GCRN(GeneralCargoRateNormal)=38.67ChineseYuan.Trytocalculatetheairfreightforthecargo.（2）ListthebenefitsofusingFBAAmazon.（1）由杭州發(fā)往XX一箱服裝，毛重為28.4kg，體積尺寸為82cm×48cm×32cm，GCRN(GeneralCargoRateNormal，標(biāo)準(zhǔn)普通貨物運(yùn)價(jià))=38.67人民幣。試計(jì)算該票貨物的航空運(yùn)費(fèi)。（2）請列出使用亞馬遜FBA的優(yōu)點(diǎn)。Answer：（1）Volumeis:82cm×48cm×32c