【Tmall's heavy interpretation】 "Free order" and "Cashback" Things you should know

Cashback and "free orders" are common offline marketing methods. In recent years, in order to attract consumers to make decisions as soon as possible and place orders as soon as possible, Tmall merchants have moved this gameplay online. So, since it is a mature offline marketing gameplay, why did Tmall issue two rules revisions in 2016 to strictly control it? Are the gameplays of "returnback" and "free orders" no longer available? All your doubts will be answered in this article.

Knock the blackboard and mark the key points! Learn the rules first.

The release of improper marketing information banned by Tmall is a violation of the "Tmall Rules" "indiscriminate message". For merchants posting on product pages, one point is generally deducted for each item of violation (but the cumulative points are not more than seven points within three days). At the same time, the product is removed for the first and second time, and the product is deleted for the third time; if it is published in other channels such as the store decoration area, four points are deducted for each item of violation.

Improper marketing information includes but is not limited to:

1. Marketing content involving material or monetary commitments is carried out on the basis of requiring the improvement of store credit (such as: positive reviews), such as full five-star cashback, positive reviews cashback, positive reviews red envelopes, positive reviews coupons, etc., which guide positive reviews;

2. Similar marketing content such as free orders, cashbacks (such as full cashbacks, half-price cashbacks), except when using official tools to carry out the marketing content.

Deleting products and deducting points, the penalty is not light... Below, the time for answering questions is up~~

Question 1: Why is it so effective for stimulation conversion banned?

Although the original intention of the merchant is to enrich gameplay and improve conversion, we gradually see this situation: the merchants have begun to use the "cashback" and "free order" methods to induce buyers to give positive reviews. You should know that one of the important purposes of sales and evaluations is to provide reference for other consumers in the shopping decision-making process. The emergence of a large number of guided evaluations obviously goes against this original intention and also causes unfairness to merchants who operate normally.

In addition, because there is no official tool support, the merchants promised that the order of the top N names of free orders and cashbacks is not fair, and the way to refund is to make payments through Alipay, bank cards, WeChat, etc. afterwards. In such an incomplete activity design, we have seen many failure cases. Some merchants have attracted "free orders" orders far exceeding the expected quantity due to the failure to write down the activity rules. Finally, the delayed delivery compensation in batches is caused by the inability to ship. At the same time, a large number of complaints have occurred due to the inability to deliver the orders affecting the comprehensive after-sales service indicators of the store, and they are even complained to the national administrative departments such as industry and commerce; some merchants have promised cashback but have not fulfilled it for a long time, and still do not actively deal with it after the platform intervenes. Finally, Tmall supervises the store based on risks.

Therefore, for the protection of merchants, the protection of consumers, and the maintenance of the objective and fair business order of the platform. Tmall is prohibited from all activities organized by merchants that provide positive reviews and cashback activities without orders! ! ! Yes, it is forbidden, you understand.

Question 2: What are the behaviors that lead to positive reviews and cash back without orders?

Acts that guide praise include:

1) Issue a good review guide card in the package

2) Include contents similar to guiding positive reviews in product titles, subtitles, main pictures, SKUs and other information, such as XX yuan for good reviews, coupons for good reviews, red envelopes for good reviews, and red envelopes for good reviews, and XX yuan for good reviews and anti-moneys for good reviews and anti-moneys for good reviews. Don't be clever, both the waiter and the model are very clever~

3. Guide consumers to give positive reviews and cashbacks through channels such as Alibaba Want Want and Qianniu.

Free cashback behaviors include:

1) Include free orders, full refunds and other similar contents in the store homepage, product title, subtitle, main picture, SKU, store activities and other information.

Example 1:

Example 2:

Example 3:

2) Through Alibaba Want Want, Qianniu and other channels, consumers will be informed that the store has cashback free order activities.

Question 3: The veteran driver takes me with me. What is the standardized gameplay?

1. Differentiate guidance and guidance evaluation: knock on the blackboard again, the key point is here! Guide positive reviews are different from guided reviews and posting pictures. In order to collect consumers' real reviews and real photos of products, merchants can encourage buyers to comment and post more pictures. This is not a violation!

2. Looking forward to the official free order and cashback tools: We fully understand the effect of limited-time free order and cashback on stimulating conversion, and also understand the merchants' demand for the richness of the event form. Therefore, the daily opening of free order products is actively brewing. Some free order scenes (such as buying N free 1, first N name N discount) have been used in the recent Double 11, Double 12, and New Year's goods festivals. I believe it will be opened for everyone soon~ Leave some small expectations for the new year~

Question 4: If the rules are violated, what impact will it have?

Businesses with such questions must have a little luck in their hearts... The following passage is very important, and you should take back your luck after reading it.

First: For products published illegally with "good reviews", "free orders" and "cashback" as shown in the "indiscriminate message" rules, 1 point will be deducted for the first time to remove the shelves, and the products will be directly deleted for the third time. 4 points will be deducted for each violation of the store level (such as home page, Wangwang and other channels).

Second: If a product such as "good review", "free order" and "cashback" is sold and its order is identified as a false transaction, it will also be processed in accordance with the "false transaction" rules regardless of whether the product has been disposed of. Ahem, the punishment for false transactions is far more serious than sending messages indiscriminately.

What does it have to do with free orders and cashbacks and false transactions? If this product is given to consumers for free, then give it to them. Why do you need to let consumers complete the complete process of taking photos, paying, confirming receipts, and evaluating? Dare to say it is not for accumulating sales? Dare you say that this sales volume is sold in real terms? It's obviously a gift!

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