Cross-border e-commerce commodity cognition refers to the understanding and familiarity of the basic information of cross-border e-commerce commodities. Copywriters must carry out copywriting on the basis of being familiar with the commodities, so that the content written can meet the characteristics of the commodities, reflect the unique selling points of the commodities, and then attract consumers with relevant needs. Commodity cognition mainly includes commodity classification, commodity attributes and commodity culture.
The increasingly rich commodity types and brands in the e-commerce market have given consumers a wider choice space. In order to find the target consumer group of corporate commodities, merchants need to clarify the positioning of their own commodities in the market and do a good job in commodity classification. Commodity classification refers to the selection of appropriate classification marks to divide commodities into categories, major categories, medium categories, minor categories, categories or items, as well as varieties, colors and specifications, etc. according to the attributes or characteristics of commodities for certain needs. Most domestic portals adopt the UNSPSC commodity classification standard (the first classification system for commodities and services applied to e-commerce, each commodity has a unique and unique code in the UNSPSC classification), while electronic trading markets refer to the “Commodity Name and Coding Harmonization System”, and some electronic trading markets use their own commodity classification systems. Therefore, there is no unified commodity classification standard for the e-commerce market, but the following methods of commodity classification can be basically summarized.
(i) Classification by commodity use
Commodities are produced to meet people’s needs in life and work, so the purpose of commodities is a direct symbol of commodity value and an important basis for commodity classification. Classification by commodity use can better distinguish commodities of the same type. For example, daily necessities can be classified into utensils, toys, cosmetics and washing supplies according to their use.
(ii) Classification by raw materials
Commodity raw materials have different characteristics due to different components, properties and structures. Classifying commodities by raw materials can essentially reflect the performance and characteristics of commodities, which is suitable for commodities with more raw materials and raw materials play a decisive role in commodity performance. However, commodities composed of multiple raw materials such as cars, televisions, washing machines, etc. are not applicable. For example, textiles can be classified into cotton, linen, silk, chemical fiber and cotton fabrics according to raw materials.
(iii) Classification by production process
For commodities with the same raw materials, they can be classified by production and processing methods. For example, tea can be classified into black tea, green tea, oolong tea, white tea, yellow tea and instant tea according to different production and processing methods.
(IV) Classification by main chemical composition of goods
Commodity composition often plays a decisive role in the performance, quality and use of goods, especially for goods with the same main components but containing certain special components, which can make the quality, performance and use of goods completely different. For example, the main component of glass is silicon dioxide, but due to the addition of certain special components, glass can be divided into lead glass, potassium glass and sodium glass.
(V) Other classification methods
In addition to the above classification basis, the appearance shape, production origin, production season and circulation method of goods can all be used as signs of commodity classification. For example, apples can be divided into Yantai apples, New Zealand imported rose apples, Fuji apples and California red apples according to their origin and circulation method; tea can be divided into spring tea, summer tea, autumn tea and winter tea according to the picking season.
Copywriters should fully understand the classification of goods and accurately determine the basis for the classification of goods, and use this basis as one of the references for writing product copy. Among them, the purpose of the product, raw materials, and production process are relatively common contents that appear in the copy of the product details page; product features, such as origin, appearance and other special representative elements often appear in the product title copy. Copywriters should reasonably choose the writing method based on the attributes of the product itself.