On September 20, the Taobao Rule issued the Notice of Public Notice of Change in the Rules of Spamming Information. The change of rules took effect on October 18, 2016. It is reported that this rule change has mainly related to the “disposal of spam†rules and the irregularities and other violations, etc., to make relevant adjustments, in order to standardize and enhance the standardization of Taobao online shopping platform products, promote the healthy development of the Taobao trading market, protect the members Rights and interests.
Because the "spamming information" rule involved this time is a problem often encountered by sellers when they release their babes, the changes mainly focus on the two major aspects of non-compliance and non-compliance, and the adjustment action is not small, plus some Without detailed interpretations and case descriptions, businesses are difficult to understand and thus have attracted widespread attention and heated debate.
In this regard, e-commerce online reporter contacted the Taobao Rule 2 at the first time, inviting an exclusive interpretation of the “Notice of Change of Public Information Rulesâ€. In particular, sellers are most concerned about the hot content, such as advertising information, information and actual inconsistency, information duplication, product inconsistency, avoidance of information, industry special requirements, etc. , pointed out the precautions and specific methods of operation, worthy of business learning.
Unscrambling the "Notice of Change of Public Information Rules for Spam"
First, what kind of rules is changed?
The rule for this change is called spam! So, what is spamming information? The official version says this:
According to Article 57 of the “Taobao Rulesâ€, spamming information means that the user has not requested to publish products according to the rules and other management contents (including but not limited to rules, specifications, category management standards, industry standards, etc.) issued by Taobao. Or information that obstructs the buyer’s rights and interests, including the following situations:
(a) advertising information;
(b) Information is inconsistent with reality;
(c) duplicate information;
(4) Inconsistent commodity elements;
(e) Evasion of information;
(6) Special requirements of the industry.
If the seller has any of the above conditions, Taobao will take down the product, delete the product, delete the store, clear the store decoration, limit the authority of the store decoration release, close the store, search for a single product, and search for a single product, depending on the severity of the circumstances. Store screening, store supervision, transaction billing period extension, restrictions on the release of goods, deductions and other treatment measures.
So simply speaking: There is a problem with the published information!
It includes, but is not limited to, postings that are not an actual product but a mood story, published product or store basic information or official qualification information that does not match the actual information, information in the title of the product's publication, and differences in product attributes. These are the categories of “spamming informationâ€. Remember that all are not permitted. The discovery will be punished according to the severity of the situation!
Second, what happened to this rule?
In order to give members a more healthy and fair business environment and give consumers a safer and more tangible shopping experience, Taobao has made a large-scale change in the “spamming information†rule, and this rule change has mainly been handled in violation of regulations. Some adjustments, while increasing the type of violation of the baby, and some of the irregularities have been adjusted.
(Specifically adjusting the official description: "Notice of change in public notice of the rules of spamming", below is a detailed explanation of the most important contents)
1Spamming Information Violation Adjustment
Four key points:
1) Spamming information is posted on the merchandise category page (the number of violations of the same product in the same spam situation), and the first time it is taken off the shelf or the product is not deducted according to the situation, the second time the commodity is deducted by 0.2 points; Store decoration area and other pages are released, deduct 4 points each time, and delete stores, clear shop decoration, limit store decoration release for 7 days or close shop;
2) The spamming information has serious circumstances. According to the situation, it takes 2 points from the deducted product, and removes all the products in the store. Among them, the situation of “publishing a large number of illegal products or information†is serious. All goods in the store are released, and the goods are restricted from publishing. 6 points;
3) The spamming information is particularly serious. According to the situation, the measures include removing 6 points from merchandise deduction, removing/deleting all the products in the store, screening the store, prolonging the transaction period, restricting the release of merchandise, and supervision of the store;
4) Products suspected of spamming information may be screened for individual products depending on the severity of the situation, or the search for individual products may be suspended until the third day after the completion of the rectification.
2 Spam situation adjustment
Four key points:
1) The "price cheating" situation was adjusted to "avoid information" and redefining "avoidance of information";
2) In the “avoidance information†situation in which the original baby trading was changed to spam, the baby-changing behavior will no longer be regarded as a false trading behavior, but if there is a false trading order before or after the product is exchanged, Will still be punished according to the false trading rules;
3) The description and adjustment of "advertising information", "inconformity between information and reality", and increase of cases;
4) The case of “inconsistent marketing elements†and “special requirements of the industry†in the “discretion of commodity elements†has eliminated the situation of “special item goods lacking physical images of the sold goodsâ€.
Third, common problems Q & A solution
In the related aspects of advertising information, information and actual inconsistency, information duplication, inconsistent commodity factors, avoidance of information, industry specific requirements, etc., how do you face specific problems?
Xiao Er gave detailed answers, pointed out the specific changes, listed common violation scenes, pointed out the precautions and specific operation methods for the seller.
Advertising information related
1. How to avoid advertising information violations?
Please carefully study the characteristics of the above advertising information. It is recommended that when editing and publishing product information, editing shop decoration areas, or Taobao portal pages, don’t add some things like mood stories, store descriptions, just for enjoyment, and contact methods. Sales of goods or information sold as independent goods; do not publish wholesale, agency, investment, recovery, replacement, purchase of goods or information in the supply and marketing platform or specified categories; try not to promote other stores or extranet (except Taobao station Off-site) is currently not allowed on Taobao. Please do not try this.
Do not publish the names, LOGO, QR code, hyperlinks, contact account number, etc. of external websites such as social networking, shopping guide, group purchase, promotion, and shopping platform. Unless otherwise agreed in a particular market (such as the Red House).
2. I am a distributor. I took the data package from the supplier to publish. Why is it illegal?
The data package provided by the supplier to you is not guaranteed to be 100% compliant. For example, what the hidden extranet link is, it is likely to exist in your product data. Therefore, please check the baby before using baby to publish the data package, and confirm that there is no problem before releasing.
3, I have not made a foreign network link, ah, why was still punished?
If you do not set up extranet links yourself, but you are still punished, there is a good chance that there are problems with the images in your product information. If you are not using your own pictures, but are swearing directly from others on the Internet, be careful. It is very likely that there are external links or Amoy links on this picture.
We recommend that you try to master the source yourself and use real shots to ensure safety.
Information is not related to actual
1. Why can I be penalized for "spamming information - information does not match reality?"
If Taobao.com has verified that you have posted the following information on the merchandise, shop decoration area or Taobao portal page, your merchandise or store will be processed:
1) Exaggerated, excessive or false promised product effectiveness and degree;
2) The basic information of the goods, stores, or official qualification information is inconsistent with the actual situation;
3) The bar code information filled in when the product is released does not correspond to the actual one. It is suggested that you can find the corresponding violating product and click on "View Reason" in the "Seller Center - Medical Check-up Center".
Repeatedly related information
1. Why am I penalized for "spamming - information duplication"?
If Taobao.com has verified that you have posted the following information on the merchandise, shop decoration area or Taobao portal page, your merchandise or store information will be processed:
1) Repeated distribution, that is, the sale of two or more identical commodities at the same time in the shop;
2) Duplicate shop-style shop, that is, opening more than two stores and selling the same goods.
It is suggested that you can find the corresponding violating item by clicking “View Reason†in “Seller Center--Medical Centerâ€.
2. A member can only have one account for saleable products. Why do you still have two stores open?
The opening shop mentioned here is the concept of "managing" shops, that is, Taobao checks through various channels or ways that actually one member manages two stores.
3. Will distributors and suppliers of distribution platforms be punished for selling the same products?
It may be punished. If distributors of distribution platforms or between distributors and suppliers sell the same goods and the two stores are managed by the same person, they will be punished. 4. If a member has opened more than two stores to sell the same goods, when the vice shop is closed, how can you tell which one is the vice shop? If a member has opened more than two stores and sells the same goods, we would consider the one with the highest credit score as the main store operated by the members. Others with relatively low credit points are vice stores, and vice stores will be closed. .
Inconsistent correlation of commodity elements
1. Where does the product appear to have inconsistent postage?
Please check whether you have written “Free shipping†in the title of the product. However, in the actual description, you need the buyer to bear the freight. If so, there is an inconsistent postage fee violation. Please ensure that the description of the postage is consistent in the merchandise.
2. Where are my products inconsistent?
Please check whether the "baby type" option you selected at the time of product release is inconsistent with the description of the baby type in the product details. If you have selected "used" for the type of baby at the time of release of the product and indicated "new" in the description of the item, there is indeed a problem of inconsistent baby type.
Avoid information related
1, the goods sometimes part of the size will be out of stock, can indicate in the size of pre-sale, order or out of stock?
If the product part size or color is out of stock, please remove the size or color or set the inventory to 0. Avoid unnecessary transaction disputes and corresponding penalties. If it is really necessary to publish products that allow buyers to pay the deposit first and then pay the balance, it is recommended to use Taobao's pre-sales tool for publishing.
2. I want to send gifts to buyers when I sell goods. Can't I write them in sku?
Freebies are not recommended to be released in a single baby format. You can specify the gift given for the product in the baby details. If it is necessary to display it as a single baby, please post it in the form of a single baby on the category path: other >> gifts.
3, if it is a sample, packaging or accessories and other accessories, how can I release?
Samples must be released in the form of a single baby in the corresponding commodity category. The title must be marked with the word "sample" and the "sample" is not recommended to appear in the SKU in order to avoid SKU fraud violations.
Packaging recommendations are published in the corresponding packaging categories: eg office equipment/consumables/related services. Accessories accessories must be released under the corresponding product category, not under the main category. For example, the remote control of a lamp must be published under the category of lighting accessories and cannot be directly published under the leaf category of the lamp lighting.
4. What is the general criterion for the change of commodity elements?
Based on common people's common sense judgments, it becomes another product by editing the category, title, picture, detailed description, price, brand, model, and other key attributes of the product.
5. What are the boundaries of changes in commodity elements and other spamming rules?
The core of the change in the commodity element is the result of the replacement action and the result of changing to another product. Such as the above example of paper towel and sofa: if the seller does not delete the "paper towel", the goods belong to the SKU in the spam message to cheat; if the seller deletes the "paper towel," the goods belong to the merchandise element change.
Industry special requirements
1. I have three puppies and I want to sell them online. Why can't stocks be greater than 1?
Based on the uniqueness of living organisms, each living commodity should be released separately. (Every cat and dog are different, aren't you pro?)
Reproduced from: e-commerce online
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