E-commerce operation: a must-see for sellers, 2018 Taobao Tmall Double 11 product pricing requirements

　　For merchants participating in Double 11, Taobao and Tmall Double 11 have price requirements and cannot be priced at will. So let’s first take a look at what the price requirements for Taobao and Tmall Double 11 in 2018 are, which will be helpful to your Double 11 promotion.

　　Product price requirements

　　1. The goods participating in Double Eleven in 2018 will be filled out by the merchants entering the price declaration system during the product registration period. The merchants are requested to pay attention to the registration time of pre-sale products and formal products. If the application entrance expires, the declaration entrance will be closed.

　　2. For goods participating in Double Eleven in 2018 (including formal event products and pre-sale products), the sales price must be at least 10% on the basis of the minimum transaction price reached by Tmall or Tmall International Platform during the specified period of the product (00:00:00 on September 15, 2018-23:59:59 on November 10, 2018). However, some categories* (see Article 1 of the "Explanation of Terms" below for details) only require that the minimum transaction price not be higher than the above specified period. The minimum transaction price follows the "Lowest transaction price for Tmall special large-scale marketing activities" rules in the "Lowest transaction price for Tmall" in the "Lowest transaction price for Tmall and Marketing Platforms". On this basis, there are the following special requirements:

　　1) [Flower Express (in the same city), wedding flower arrangement, business flowers, flower art packaging/materials, mobile phones] categories need to be checked for the minimum transaction price and will no longer be excluded from the minimum transaction price verification range;

　　2) The exclusive price of merchant membership day and the real transaction price generated in the group buying scenario of Alipay mini program are included in the minimum transaction price.

　　3. In addition to meeting the requirements of paragraph 2 of paragraph 2 of this article, the sales price of goods participating in Double Eleven in 2018 (including formal event products and pre-sale products) must also be less than or equal to the minimum price that the product has taken effect or will take effect within the following specified period*. The minimum price follows the "Lowest Price Price for Tmall Special Large Marketing Activities" rules in the "Lowest Price for Tmall Special Large Marketing Activities" in the "Lowest Price Rules for Tmall and Marketing Platforms". On this basis, there are the following special requirements:

　　1) [Flower Express (in the same city), wedding flower layout, business flowers, flower art packaging/materials, mobile phones] categories need to be checked for the lowest price and will no longer be excluded from the minimum price verification range;

　　2) Daily special offer & Alipay mini program group buying scenarios are included in the lowest price.

　　*Specified periods include:

　　1) Formal event products: October 12, 2018 00:00:00-November 26, 2018 23:59:59;

　　2) Pre-sale products: September 21, 2018 00:00:00-November 26, 2018 23:59:59.

　　4. In order to ensure the positive impact of Double Eleven shopping, pre-sales will help merchants strive for more transactions in advance. As the merchant’s return to consumers of pre-sale products on Double Eleven, if the pre-sale products are reduced during the pre-sale period, consumers have the right to pay the final payment at the lowest pre-sale price; if the same products pre-sales are pre-sales in 2018 Double Eleven and 2018 Double Eleven, the formal event sales price of such products shall not be lower than the pre-sale price, otherwise consumers have the right to unconditionally require the merchant to compensate for the difference between the pre-sale price and the official event price.

　　5. Normally circulated products will not experience a significant increase or sudden drop in costs in the short term. In order to advocate honest operation and avoid first raising prices and then lowering prices, consumers have questions about merchants' promotional behavior, Tmall requires that the products participating in 2018 Double Eleven will have a sales price during the event warm-up period, compared with the average value of the sales price displayed on Tmall or Tmall International Platform from October 1, 2018 to October 31, 2018 23:59:59, 2018 23:59:59, 2018 . Otherwise, the system may determine that you are deliberately raising prices in advance to carry out Double Eleven. Tmall will include this situation in the scope of dishonesty behavior control for this year's Double Eleven, and take warning, downgrade, and clearance control measures.

　　6. In order to ensure the fairness of the event, fulfill the service commitment of the "Double Eleven" brand to consumers, and improve the shopping experience of consumers, within 15 days after the end of the 2018 Double Eleven event (00:00:00 on November 12, 2018 - 23:59:59 on November 26, 2018) is the price protection period for the 2018 Double Eleven event; during this period, the same products that participated in the 2018 Double Eleven event (except for the following price requirements) (Gold jewelry (new), Platinum/PT (new), K gold jewelry, motorcycle complete vehicles, new/used cars, complete vehicles (dealers), fresh fruits, fresh vegetables/vegetable products, raw meat/meat products, ice cream/frozen products, seafood/aquatic products/products, egg/egg products, semi-finished dishes, insurance] categories) should meet the following price requirements:

　　1) The sales price shall not be lower than the official event price of Double Eleven or the pre-sale price (the lower price shall prevail). If any product violates this price agreement, Tmall will deduct six points for general violations in accordance with the relevant provisions of the "violation of commitments" rules of the "Tmall Global Service Terms" Tmall Global Service Terms".

　　2) The actual payment amount generated by the exchange shall not be lower than the actual payment of the consumer successfully concluded a transaction during the Double Eleven event (the aforementioned actual payment does not include non-commodity amounts such as freight, freight insurance, value-added services, etc.). If a product violates this price agreement, consumers can apply for actual payment difference compensation during the price protection period based on orders successfully reached during the Double Eleven event and orders generated during the price protection period. For details, please refer to the "Tmall Double Eleven Global Carnival" Merchant Integrity Marketing Commitment Letter" signed by the merchant when registering.

　　7. Merchants can independently choose whether to promise a "50% off for all stores" in the backend system during the "Supplementary Information Setting" stage; if you choose a "50% off for all stores", all products in the store should enter the price declaration system to fill in truthfully, and promise that the sales price of all products on Double Eleven in the store must be at least 50% off for the sale price on Double Eleven.

　　If the product does not meet the above commitment if it chooses "50% off for all stores" but the product does not meet the above commitment, the merchant agrees that Tmall will implement management measures for removing the products that have not met the above commitment before November 11, 2018; merchants who do not promise "50% off for all stores" will not be affected by the above requirements, and merchants will be reminded to make reasonable choices based on actual conditions.

　　8. According to Article 4 of the Development and Reform Price Supervision [2015] 1382, "If an operator uses price comparison with other operators or other sales formats to carry out promotional activities, he shall accurately indicate the meaning of the price being compared, and can prove that the price being compared is true and has a basis for the marked price being compared." Otherwise, it constitutes price fraud. In order to ensure that both Tmall and merchants operate legally, while taking into account the effectiveness of the event, merchants can choose to compare prices with other sales formats for promotions, and fill in the counter prices independently according to the actual situation. If the counter price filled in by the merchant is not true, the merchant shall bear all legal responsibilities arising from this. The real counter price should be the label price or suggested retail price of the product (the above price needs to be generated by the merchant through online and offline methods), or the price approved by the local price bureau and other national statutory agencies.

　　9. After the merchant fills in the price of the event product in the price declaration system, if the merchant chooses to sell the event product (including pre-sale) at a lower price before the event starts, regardless of whether the marked selling price is actually sold, the system will determine from the perspective of protecting the interests of consumers that you are willing to participate in Double Eleven at a lower event price. The merchant should immediately lower the price of the event product accordingly in the price declaration system to ensure the good experience brought to consumers by Double Eleven.

　　10. The Double Eleven event is committed to launching new products, imported, big brands and other good products, and is committed to leading the trend and providing users with high-quality and category-specific shopping experience. For products participating in the Tmall 2018 Double Eleven event, the activity price (including the official event price and pre-sale price) must meet the price requirements specified in various categories.

　　(III) In order to provide consumers with a better shopping experience, Tmall requires merchants participating in Double Eleven 2018 to provide corresponding worries-free shopping services before they can apply for event products for the corresponding category. For details, please refer to the "2018 Tmall Double Eleven Investment Rules and Service Requirements".

　　(IV) In order to provide consumers with a better shopping experience, except for some special concessions, all Tmall international platform products participating in Double Eleven are provided by merchants for tax-enhancing services: merchants need to set tax-enhancing products for cross-border e-commerce products through tax-enhancing products. If consumers bear taxes for cross-border e-commerce products that promise taxes, the merchants pay the corresponding taxes to consumers; merchants also need to promise taxes to overseas direct mail goods. If consumers pay taxes for overseas direct mail goods, the merchants need to pay the corresponding taxes to consumers.

　　These are strictly abide by by merchants who sign up for Double 11.