How to assess policies for Tmall in 2019

　　There are only 2 months left in 2018, and 2019 is coming soon. So as a Tmall merchant, you should always pay attention to the official updates. How is the Tmall 2019 assessment standards? If you understand clearly, it will help you complete the assessment smoothly. Let’s learn about it together.

　　It is understood that the new assessment standards pay more attention to the improvement of merchant service capabilities. In terms of assessment, there are also more dimensions, including the entire link of consultation, logistics, after-sales, disputes and other services in the scope of assessment.

　　Introduce basic service assessment system based on DSR

　　The most important change in this assessment standard is that the service assessment indicators introduce a more comprehensive basic service assessment sub-system based on the DSR (description consistent, seller service attitude, and delivery speed) familiar to the merchant.

　　The new basic service assessment sub-system not only includes the original after-sales service indicators, but also includes many pre-sales indicators that affect consumption experience in the evaluation, including the full link of consulting, logistics, after-sales, disputes and other services.

　　It is understood that this new basic service assessment system has been launched and merchant trial operation as early as March this year.

　　At the end of July, the registration rules for Tmall marketing activities were being revised and upgraded, and the core change points were also required to meet the basic service assessment scores. Therefore, it is natural to introduce this system into the new assessment standards in 2019.

　　This change is currently being made public during the period when the public is open to the public, and the final situation will be officially announced by the end of October. During the public announcement and solicitation of opinions on the public opinion, merchants can also provide feedback to the platform.

　　At present, this indicator has been fully revealed in Tmall stores in October with "star rating". Five stars appeared below the Tmall store, with lighting ranging from three to four and a half stars. The more stars, the better the experience.

　　When the store lights up four and a half stars, there will be a "Tmall High-quality Experience Store" marking certification. From another perspective, the introduction of this comprehensive system means that those cheating methods that obtain high scores through "good review cashback" will all fail, and the overall business environment will become more fair.

　　Many merchants have also responded to the core competitiveness of new businesses. For example, the organizational structure of Three Squirrels has undergone a major change. Employees in product, customer service, logistics and other links are connected horizontally, and a three-person group is bundled to form a KPI indicator assessment for the comprehensive experience "star rating".

　　Fixed assessment cycle, adjusted to monthly assessment mode

　　In the past business process, Tmall waiters found that under the original DSR assessment mechanism system, many merchants would concentrate on increasing volume before the assessment period, complete GMV indicators and improve the DSR index, and these radical methods are not beneficial to the growth of brands and merchants.

　　Another focus of this assessment mechanism is: from the original fixed assessment cycle from October 1 to September 30 of the following year, it will be adjusted to a circular assessment system with 12 natural months as one assessment cycle, and the basic service assessment score will be passed to adopt a monthly assessment model. If the standards are not met for 6 months, if the assessment fails, the merchant will not be able to continue operating on the platform.

　　Tiande, the head of Tmall Merchant Center, said that the "basic service assessment score" adopts a monthly assessment model, and the monthly service level is crucial during the 12-month assessment cycle.

　　In order to improve operational capabilities and service quality in a targeted manner, products and technologies are also being upgraded simultaneously. Tmall waiters have developed data kanban products, which are expected to be launched in December.

　　Through the data board, merchants can know which specific aspects are wrong through the board anytime, anywhere. Then the industry waiter will also track and tutor the merchants in a targeted manner to assist merchants in improving.

　　Dongpeng Ceramic Tile Official Flagship Store is one of the merchants in the grayscale testing stage. After the initial rating two months ago, its comprehensive experience star rating is 3.5 stars, almost at the end of the star merchants, especially the logistics shortcomings are undoubtedly revealed in the star rating.

　　In response to the problem of slow core shipment, Dongpeng Ceramics has optimized the O2O delivery process and standards: set higher standards in terms of timeliness, shortening the time for dealers to receive orders to 1/12 of the original; in terms of dealer execution and control, offline store dealers are well evaluated and evaluated, and the assessment results are included in the influencing factors of product procurement prices; special order followers are set up to track customer logistics trends every day, thereby reducing the delivery time by nearly 5 days.

　　After two months of self-improvement, the star rating of Dongpeng Ceramics has increased from the original 3.5 stars to 4.5 stars, and the conversion rate of the store has also been in an improvement.

　　In addition to the above two highlights, the "Tmall Merchant Assessment Standards" also has a certain assessment and protection period for newly settled merchants. At present, this standard is under the public announcement and solicitation period. The official standard will be officially promulgated at the end of October and will officially take effect on January 1, 2019.

　　Tmall merchant assessment standard FAQ

　　Q: Do I need to participate in the Tmall merchant assessment?

　　Answer: The assessment targets of the "Tmall Merchant Assessment Standards" are all Tmall merchants in operation.

　　Note: Flagship stores for books, audio-visual, telephone bills and communications do not need to participate in the assessment. For details, please check the "Tmall Merchant Assessment Standards".

　　Q: What is the biggest difference between the new "Tmall Merchant Assessment Standards" and the previous renewal assessment?

　　Answer: 1. Changes in the assessment period: From the fixed assessment period from October 1 to September 30 of the following year, it will be changed to January 1, 2019, with 12 natural months as one assessment cycle, and conduct a circular assessment.

　　2. Changes in indicators: The service assessment indicators for some categories are switched from DSR to basic service assessment points, and the indicator adopts a monthly assessment model. During the 12-month assessment period, if a certain number of months does not meet the standards, the store will not be able to continue operating on Tmall. For details of the number of months that are not met in various categories, please refer to the "Tmall Merchant Assessment Standards".

　　For example: If the main category of the merchant is "women's shoes", during the assessment cycle, the basic service assessment score must be greater than or equal to 2.3 points. When the cumulative number of months for the basic service assessment score is greater than or equal to 4 times, the merchant fails to pass the assessment; if the main category of the merchant is "hardware/tools", the basic service assessment score must be greater than or equal to 2.4 points. When the cumulative number of months for the basic service assessment score is greater than or equal to 6 times, the merchant fails to pass the assessment.

　　Store sales and store ratings (DSR) will still be assessed according to annual assessment, and store sales will be reminded according to monthly display.

　　Q: When will the assessment start?

　　Answer: Starting from January 1, 2019, a circular assessment will be conducted with 12 natural months as one assessment cycle. Due to the different service opening time (i.e. the store launch time), there are corresponding differences in the starting month of the assessment.

　　Q: What is the store exam exemption period?

　　Answer: The store launch time will start before the 15th of each month (including the 15th of each month) and the merchant’s exemption period will be calculated from 3 months from the 1st of the month. The store launch time will be later than the 15th of each month. The merchant’s exemption period will be calculated from 3 months from the 1st of the next month.

　　For example: If the merchant’s store is launched on May 12, 2019, the exam is exempted from May 2019, and the store exam period will be entered at 0:00 on August 1, 2019.

　　Q: What is the store trial period? What is the difference between the assessment of the trial period and the formal assessment period?

　　Answer: The 12 natural months after the end of the exam period are the examination period. The sales requirements for the store in the examination period of sports outdoor, men's clothing, women's underwear/men's underwear/home clothing, women's shoes, popular men's shoes, and watch categories are 25% of the store sales requirements for the formal assessment period, and the sales requirements for the examination period of other categories are 50% of the store sales requirements for the formal assessment period, and other indicators are consistent with the indicators for the formal assessment period.

　　For example: If the merchant’s store is launched on May 12, 2019, the exam is exempted from May 2019, and the exam is 0:00 on August 1, 2019 to 24:00 on July 31, 2020. If the main category of the merchant is men's clothing, the store sales requirement during the trial period is 25% of the store sales requirement during the formal assessment period, and other indicators are consistent with the indicators during the formal assessment period. If the main category of the merchant is women's clothing, the store sales requirement during the trial period is 50% of the store sales requirement during the formal assessment period, and other indicators are consistent with the indicators during the formal assessment period.

　　Q: Where can I view the assessment data for 2019?

　　Answer: Tmall will provide a "Merchant Assessment Data Board", which is expected to be launched in December. At that time, you can log in to "Merchant Center-Merchant Assessment" to view it.

　　Q: If the store operates multiple categories, which category of indicators are used to conduct the final assessment?

　　Answer: During the merchant assessment period, the store sales and Tmall store rating (DSR) will be assessed based on the merchant’s assessment standards for the main business category on the day the assessment period ends, and the Basic Service Assessment Branch will be assessed based on the merchant’s assessment standards for the main business category on the last day of the assessment month.

　　Note: The main category refers to the category with the main business rate of the category ranks first among merchant stores.

　　Category main business rate = (Category transaction volume/Store transaction volume in the past 30 days) * 50% + (Number of online products on the day of the category/Store online products on the day) * 50%.

　　Q: What should I do if I fail the assessment?

　　Answer: You will not be able to continue operating on Tmall. Your store will be subject to store supervision on the 5th of the next month after the assessment confirms that the standards are not met. The contract will be automatically terminated at 24:00 on the last day of the next month after the assessment confirms that the standards are not met.

　　Q: Can I relocate if my store fails to pass the assessment?

　　Answer: You can apply for re-apply for entry, but you must meet the current Tmall entry standards.