What Taobao sellers must know about the recent key new regulations

　　This week, I focused on and included some new platform regulations recently issued: standards for live broadcast access, specifications for the use of store red envelopes, key points for changes in violation of rules, etc. Sellers can choose the topics they care about to compare and read them-

　　The most important thing every week: Live broadcast entry specifications

　　Now I believe that everyone is familiar with live streaming. The fast-paced lifestyle and a wide range of products are often unaware of consumers. The Taobao live streaming platform can better display products for consumers and help consumers choose products. Here we will summarize a few points that need to be paid attention to and mastered on live broadcasts, laying a foundation for merchants who want to do live broadcasts and promote goods in the future:

　　1. Live broadcast entry must be authenticated by Alipay, and the submitted video must be a 2 to 3-minute personal introduction and expertise of the anchor;

　　2. The applicant anchor has strong fan influence and affinity;

　　3. The scripts and links of the live broadcast must be fully prepared;

　　4. The content is healthy and the clothes are appropriate, and no sensitive topics shall be involved.

　　The most important thing every week: Details of using store red envelopes

　　Store red envelopes can well avoid the average customer price of our Taobao lowest single product:

　　1. Only use it in stores issued by yourself. Except for special regulations on Taobao, you can use it across stores such as Double Twelve;

　　2. The deduction amount can only be used for the commodity;

　　3. Must be higher than the amount of the product;

　　4. It cannot be used superimposedly, cannot be used separately, and cannot be withdrawn;

　　5. In terms of red envelope settings, both authorized sub-account and main account can be set;

　　6. When setting up shop red envelopes, you must set them according to the actual store. It is recommended to judge the size and amount of the red envelope based on the unit price of your own store;

　　7. When buyer A receives seller B’s red envelope and buys B’s product, but A receives a refund, then will the red envelope be refunded?

　　Answer: If a full refund is initiated before confirming receipt of the goods, and the store red envelope is still within the validity period when the refund is completed, the store red envelope will be returned to the buyer's account; if the store red envelope has expired when the refund is completed, the store red envelope will not be refunded; when part of the refund is completed, the store red envelope will not be refunded.

　　8. When the buyer buys four ABCD things, the buyer wants to return some of the products, how should this red envelope be returned?

　　Answer: If the buyer initiates a refund application for an order using the store red envelope, the cash refund amount is only limited to the actual payment amount, that is, the actual amount after deducting the store red envelope allocation deduction amount.

　　The buyer purchases A product for 40 yuan + B product for 60 yuan, and uses the store red envelope for 10 yuan, and actually pays 90 yuan = A product for 36 yuan + B product for 54 yuan. The buyer initiates a full refund and refunds of 90 yuan (if the red envelope is still in use, the store red envelope will be refunded 10 yuan during the validity period); the buyer initiates a full refund of product A, and refunds 36 yuan; the buyer initiates a full refund of product B, and refunds 54 yuan.

　　Price protection: Store red envelopes are not included in the calculation of the minimum auction and transaction price of products participating in Taobao marketing activities in the past 30 days.

　　The best tips for every week: Key points for changing content of illegal rules

　　The main changes are as follows:

　　1. Clarify the specific situation where 48 points will be deducted for general violations every time regardless of the number of times and transactions: large-scale false transactions will occur in the short term;

　　2. New cases of deducting 48 points for serious violations;

　　3. False transactions that have been deemed to be "serious circumstances" in total more than three times;

　　4. After violating the above-mentioned provisions of point 1, a large number of false transactions will occur again;

　　5. There are special circumstances such as bad means, intensive behavior, huge scale, serious consequences, and malicious confrontation and supervision;

　　6. For individual products suspected of false transactions, Tmall search will be given a 30-day reduction in rights.

　　Seller is connected

　　Seller's situation: The new store Samsung women's clothing is produced and sold by itself. At the beginning, it was used as a distribution, and the photos are taken by a specific person.

　　Seller’s question: How to increase sales?

　　Suggestions: 1. Make basic store optimization;

　　2. Improve the click rate and color accuracy of the main picture, such as white background or scene picture;

　　3. Useless words for title removal;

　　4. Make a basic sales volume and find a few products to promote;

　　5. Find Taoke and anchors to recommend it. (Taobao University)

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