Tmall, another blockbuster new regulation is coming!
On June 30, Tmall also made adjustments to the rules for spamming.
Among them, especially for the release of repetitive information, that is, the repeated distribution of goods, it is emphasized.
It also means that relying on multiple links and multiple SKUs, with the help of scenarios or groups of people to dismantle links to make differentiated distribution models and store group models, will become a thing of the past.
From the introduction of new regulations on false transactions to severely punish SD behaviors, to the prohibition of "inducing third parties", and then thinking of the recent increase in the control of no source of goods, Ali has recently been a "big move".
What does Ali's set of "combination moves" mean?
Tmall has new rules
Rectify the duplicate distribution!
First of all, the biggest adjustment made by the new regulations for the behavior of repeated distribution of goods is the addition of fines.
If the circumstances are minor, a warning will be imposed, and the platform has the right to remove or delete the illegal goods without a fine for the time being.
If the circumstances are general, the punishment of removing or deleting the goods shall be imposed according to different circumstances, and a fine of 500 yuan shall be imposed for each piece, and the cumulative amount shall not exceed 3,500 yuan for three days.
If the circumstances are serious, the fine will be increased, to 5,000 yuan per piece, and the cumulative three days shall not exceed 35,000 yuan.
Secondly, the definition of duplicate distribution is also clearly explained.
To put it simply, it means that the product attributes, image description, color, etc. are exactly the same or highly similar products, and the system will judge them as the same product.
When duplicating listings is processed, the system retains the link to the oldest published product and removes links to other identical listings.
Merchants selling different products must pay attention to reflect the differences in the title, description, pictures, and important attributes of the goods.
In addition, the new regulations also impose requirements on merchants with multiple stores.
If these stores are all part of the same business entity and sell the same products from the same brand.
Merchants need to choose to keep the brand authorization of one store, cancel the brand authorization of other stores, and delete the corresponding products in these stores.
Finally, the new regulations make a detailed division of "selling two or more pieces of the same product at the same time in a store" according to different categories and different situations.
At present, many merchants have received penalties, and some merchants have even removed as many as 15,658 products.
In addition, the new regulations are now limited to Tmall stores, and whether they will be implemented on Taobao will need to wait for subsequent notices.
Attached: Rules and implementation rules for spamming
Article 43: Spamming information
[Applicable Situations]
Spam refers to the conduct of merchants that do not follow the requirements of these Rules and other management content released by Tmall (including but not limited to rules, norms, category management standards, industry standards, etc.), and obstruct the rights and interests of consumers, including the following situations:
(1) Advertising information;
(2) Duplicate information;
(3) Circumvention of information;
(4) Error description information;
(5) Other information.
[Specific measures]
[Determination of Violation Circumstances]
Interpretation of the rules for publishing duplicate information
1. Two or more items of the same type are sold in the store at the same time;
2. Open two or more stores and sell the same goods;
3. The "outlet/sale" store and the corresponding flagship store sell two or more items of the same model.
【Rule Interpretation】
1. What kind of product does the same product refer to?
A homogeneous product is defined as a product that is identical and has the same or substantially similar important attributes. For different products, the title, description, picture, important attributes and other aspects of the product must reflect the difference of the product, otherwise it will be judged as the same product.
2. What are the circumstances of selling two or more items of the same product at the same time in the store?
This includes, but is not limited to, the following:
1. Two or more identical items are sold in the store at the same time.
2. The same product is released multiple times by changing its price, time, quantity, combination method and other release forms (for example, a product is released once a day, or released separately at a fixed price and auction), except for cosmetics, milk powder, and diapers that change the combination method in the following ways:
Combo sets of different quantities made up of individual products.
3. For products in the categories of women's clothing/women's boutiques and men's clothing, any of the following situations occur:
(1) The same product is released in different colors;
Specifically, after multiple colors of the product have been displayed in the main image or "color" attribute of the listed product, the merchant has published more than one product of the same color again. For example, a dress, a product sold in a merchant's store, has a red and white version in the main image, but a separate red or white version of the dress appears in the store.
(2) The same product is released separately in different sizes and specifications;
(3) The same product comes with different gifts or accessories are released separately.
4. For products in the category of women's underwear/men's underwear/home wear, any of the following situations occur:
(1) The same product is released in different colors;
(2) The same product is released separately in different sizes and specifications;
(3) The same product comes with different gifts or accessories are released separately.
5. For products in the category of clothing accessories/belts/hats/scarves, any of the following situations occur:
(1) The same product is released separately in different sizes and specifications.
6. Products in the categories of children's clothing/parent-child clothing, children's shoes/parent-child footwear, any of the following situations occur:
(1) The same product is released in different colors;
(2) The same product is released separately in different sizes and specifications.
7. Maternity clothing/maternity products/nutrition (excluding early pregnancy testing, mother's prenatal and postnatal products, maternal milk powder, maternal skin care/washing/wrinkle removal, maternal nutrition, and confinement nutrition categories) categories of goods, in any of the following circumstances:
(1) The same product is released in different colors;
(2) The same product is released separately in different sizes and specifications.
8. Toys/strollers/puzzles/building blocks/models, milk powder/supplementary food/nutritional products, diapers/washing/feeding/stroller beds, maternity clothes/maternity products/nutrition products, any of the following situations occur:
(1) The same product comes with different gifts or incidental products are released separately.
9. Luggage and leather goods/hot-selling women's bags/men's bags in the category of goods, any of the following situations occur:
(1) The same product is released in different colors;
(2) The same product is released separately in different sizes and specifications;
(3) The same product is released separately with different patterns.
10. Products in the categories of popular men's shoes, women's shoes, sneakers, sportswear/sports bags/neck ring accessories, any of the following situations occur:
(1) The same product is released separately in different sizes and specifications;
(2) The same product comes with different gifts or incidental products are released separately.
11. Network equipment/network related, desktops/all-in-one computers/servers, digital cameras/SLR cameras/camcorders, MP3/MP4/iPod/voice recorders, mobile phones, computer hardware/monitors/computer peripherals, notebook computers, 3C digital accessories market, flash memory cards/USB flash drives/storage/mobile hard disks, video games/accessories/games/guides, tablet computers/MIDs, office equipment/consumables/related services, electronic dictionaries/e-paper books/stationery, packaging, audio-visual appliances, kitchen appliances, Products in the categories of household appliances, major appliances, and personal care/health care/massage equipment shall have any of the following circumstances:
(1) The same product is released in different colors;
(2) The same product comes with different gifts or incidental products are released separately;
(3) The general type of the same product suitable for multiple products and different models are released separately, and it is recommended to release them in the form of SKU packages.
12. Products in the category of bedding and home fabrics, where any of the following circumstances occur:
(1) The same product is released separately in different sizes and specifications;
(2) The same product comes with different gifts or incidental products are released separately.
13. Any of the following situations occur in the category of automobiles/supplies/accessories/modifications, motorcycles/accessories/rider equipment:
(1) The same product is released in different colors;
(2) The same product is released separately in different sizes and specifications;
(3) The general-purpose type of the same product suitable for multiple products is released separately for different models, and it is recommended to release it in the form of SKU packages.
14. Any of the following situations occurs in the new category of jewelry/popular jewelry/fashion jewelry:
(1) The same product will be released separately in different colors.
15. Any of the following situations occur in the categories of household daily necessities, festival supplies/gifts, storage and organization, household/personal cleaning tools, washing and cleaning agents/sanitary napkins/paper/aromatherapy, kitchen/cooking utensils, dining utensils, pets/pet food and supplies:
(1) The same product is released in different colors;
(2) The same product is released separately in different sizes and specifications;
(3) The same product comes with different gifts or accessories are released separately.
16. Special car mats, special seat covers, special trunk mats, and special products for DVD navigation are not allowed to be released separately for different models.
17. Service goods are not allowed to be published in different forms of expression of the same price and the same service;
For example, if you have a T-shirt hot stamping service, please list it as one product with the same price as the hot stamping service, and the pattern can be displayed in the description.
18. In the logistics service category under the category of online store/network service/software, the same courier company is not allowed to publish separately according to different weights;
19. Virtual Goods Launches:
For the Internet phone card category under the first-level category of mobile phone number/package/value-added business, each merchant cannot release more than 15 recharge products of different denominations of the same operator.
Case: The same yoga ball, released separately in different colors
3. What products will be deleted for merchants who sell two or more items of the same product in the store at the same time?
Keep the products with the highest release time and delete the rest of the same products.
4. A member can only have one account that can sell goods, why is there a situation where two stores are opened?
The concept of opening a store here is the concept of "managing" a store, that is, Tmall verifies through various channels or methods that two stores are actually managed by one member.
5. What are the circumstances of opening two or more stores to sell the same goods?
This includes, but is not limited to, the following:
The same company entity has two or more stores on Tmall, and each store sells the same products of the same brand.
6. For merchants who open more than two stores and sell the same products, which stores will cancel the brand authorization?
The merchant can choose to retain the brand authorization of one store, cancel the brand authorization of the other stores, and delete the brand's products from the store.
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Ali's set of "combination moves"
What does that mean exactly?
For the recent new regulations of Taotian one after another, we can see that Ali is constantly regulating the behavior of merchants, and it is also paying more and more attention to the construction of its own ecology.
In this regard, some merchants said, "It is forbidden to supplement orders, prohibit the distribution of goods, and prohibit store groups, which is completely unplayable!" ”
Some merchants complained that Ali has been in charge of everything recently, is it "full and has nothing to do"?
In addition, there are many people on the Internet who have questioned: it is a variety of fines, it is an increase in the proportion of payment, and the platform traffic is capped, do you want to make money from our merchants?
Indeed, this year can be said to be the year with the most revisions to Taobao, and from the perspective of merchants, it is indeed relatively strict, and the knife is deadly.
Every knife does not seem so friendly to the merchant, and every knife requires the merchant to do better service and give customers a better experience.
Although it is difficult for merchants, the reasons behind it are not without reason.
Since the establishment of Taobao, it has been very supportive of small, medium and micro businesses for a long time.
The threshold for merchants to open a store is very low, some people can open a store by paying more than 1,000 yuan, and the platform will also give everyone some traffic support.
It can be said that in the past so long, Ali has been empowering merchants.
Unexpectedly, this attracted a group of merchants to "pick" the wool of free traffic on the platform, which bred a lot of deformed products.
For example, the repeated distribution mode of this rectification, as well as the non-source mode that is constantly increasing control efforts, are all "factors" that have disrupted the entire platform ecology for a long time.
What's more, Ali doesn't want to see that the already "rare" traffic flows into the hands of merchants who rely on SD, play no source mode, and repeatedly distribute goods to get traffic.
Not only is the traffic utilization rate not guaranteed, but it is also unfair to those merchants who are diligent in making products and services.
Therefore, the platform will be strictly controlled to clean up the ecology.
As for paying, Ali's intentions are also simple.
As we all know, the traffic of various platforms has already peaked, and the utilization rate of traffic by merchants has become an indicator that the platform attaches great importance to.
After the "elimination" of the wool merchants on the "Xu" platform, the platform will comprehensively judge whether the traffic can be maximized according to whether the merchants pay or not.
After all, the more links you pay, the more you pay, the more you want to promote the product, because the merchant thinks that the product is of better quality in all aspects.
This is also the platform to guide our merchants to focus on improving their product power, brand power, marketing power, and supply chain capabilities.
In fact, the entire link can form a virtuous circle.
As a result, we can also foresee that in the future, Ali will pay more attention to those merchants who are good at paying and have excellent comprehensive strength.
For us merchants, in the face of the rules and changes of the platform, we must always maintain a keen insight and strong adaptability.
While adjusting the direction, we will continue to improve our comprehensive strength in terms of product power, brand power, marketing power and supply chain capabilities.
Only in this way can we gain a firm foothold in the transformation of the platform and achieve "sustainable development".