These key points should be paid attention to when giving gifts!

The "buy and get free" gameplay is not new. It is a common marketing method for online shopping. It can attract consumers to place orders as soon as possible with controllable costs and help improve conversion rates. It is a good gameplay from the perspective of store operations, but from the perspective of after-sales service, disputes caused by issues such as gift quality and delivery time have also caused both buyers and sellers to have a lot of trouble.

In order to regulate the gameplay of buying and giving away and protect the interests of both parties, Tmall released the first gift management specifications (click me to enter the portal) on March 8. Combined with the "Taobao Gift Issues Dispute Handling Specifications" released in November last year, today we will refine the 6 key points of the gift products.

Point 1: What is a giveaway?

Gifts include: products promised to be given away, services promised to be given away, and prizes.

Point 2: Release requirements for gifts

√: Explicit gift attributes, such as variety, specifications, quantity, etc. Simply put, what is given must be described clearly on the details page, so that what you see is what you get.

×: No distinction between primary and secondary. For example: Describe the brand information of the giveaway in the product title, and displaying the giveaway or giveaway information alone in the main picture display is more prominent than selling the product. "Not distinguishing between primary and secondary" will cause confusion for consumers.

×: Publish special product categories as gifts without legal business qualifications. For example: food, medicine, cosmetics, audio-visual products, etc.

×: Publish contraband.

×: Release a lottery with a gift value of more than 5,000 yuan.

Point 3: Quality requirements for gifts

Tmall’s quality requirements for gifts are the same as those for sale, and will conduct irregular random inspections. The punishment for gifts for unqualified quality and unqualified logos will also be the same as for selling goods! None of them will be missing if you deduct points or delete products.

Point 4: Delivery time requirements for gifts

Delivery time of gift = delivery time of goods sold.

Point 5: The authenticity of the gift event

If the product promises a gift but refuses to fulfill it, the consumer can initiate a complaint as "violating the promise". Here, Xiaomao wants to remind you: Remember to update the page description in time when the store purchase and free event is over! When I encountered many cases, the page information was not changed after the event was over, and I ended up deducting points in vain.

Point 6: When a product is sold without reason for returns for seven days without reason, how to deal with the gift?

Gifts should be intact and returned together. If gifts cannot be returned, the merchant may require the consumer to pay the pre-marked gift price.

Perfect store event design can add points to the operation, and any negligence will increase the cost of service after the event. After reading the 6 key points, ask yourself: Will you give it to me?

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