Fined 7,000 yuan! Due to TikTok CCR violation, some merchants removed the products for one month!

Recently, it has been reported that many Douyin merchants have been punished for failing to meet the requirements of the CCR (consumer negative feedback) indicator.

有电商商家表示，因CCR问题已被罚款2000元，更有甚者被处罚7000元，下架商品一个月，冻结店铺资金一个月。

After the incident fermented, there were rumors that the CCR would cancel the assessment, but some merchants consulted the official "Is the CCR cancelled?" and the official said that the CCR penalty had been stopped, but the scores would still be calculated normally.

1. What is CCR?

It is understood that Doudian CCR (consumer negative feedback) is a comprehensive indicator to measure product quality, merchant service and logistics service levels. This indicator covers consumer feedback from multiple channels such as order evaluation, after-sales service, complaints, and in-line consultation. It identifies negative feedback orders based on text granularity and obtains consumer negative feedback rate: valid negative feedback order volume/effective payment order volume during the statistical period (excluding abnormal orders and abnormal evaluation).

Currently, the CCR calculation dimensions include product experience, content experience, and service experience. The CCR index is low, and the official will deduct fines and even clear the store.

To put it simply, the platform will collect customer service communication records, after-sales complaint content, order evaluation content and other content soundtracks. If these negative words appear, they will be counted into the CCR.

From the platform perspective, the CCR rating is likely to be to remove low-quality stores, retain powerful brands, improve the overall quality of platform users, thereby improving traffic conversion rates and increasing the overall profit of Douyin e-commerce.

2. How do merchants deal with abnormal CCR indicators in small stores?

CCR if abnormal

In mild cases, the corresponding illegal points will be accumulated, the order will be closed, and the withdrawal of payment will be restricted;

In severe cases, all deposits will be deducted and liquidated.

Although merchants all know the importance of CCR, they cannot appeal for this indicator after being given a low score, which makes merchants extremely troubled.

However, we can click on the "Dissatisfaction Rate Details" - "Session Analysis" in the backend of the store, click on the report in the session ID, select the first one for the reason, and fill in the description content: "We have served the customer conscientiously, but the customer deliberately gave the customer service dissatisfaction regardless of the reason, please re-examine your platform." There is a certain chance that the complaint will be passed and the CCR will return to normal.

In addition, it is to optimize everything in detail for products, content, services, etc.

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The product information is complete and rich, and the basic attributes of the product are clearly marked and the measurement instructions and shopping guides are placed in the trade details;

Ensure the basic delivery time of the store before shipment, and be consistent with the promised timeliness in live broadcast rooms and short videos;

Strengthen the quality inspection process, fully display product details in the live broadcast room, and try to achieve a high degree of matching of the products obtained and the displayed products;

Strengthen customer service training, and send purchase instructions (return and exchange rules, after-sales procedures, common categories, product use and maintenance methods, etc.) to guide users to contact the merchant’s customer service as soon as possible whenever they encounter any problems;

3. How to improve Doudian operation skills in all aspects?

CCR rating is nothing more than a means by which the platform wants merchants to continuously optimize store quality around product experience, content experience and service experience .

Merchants only need to constantly polish and improve in all aspects.

Although it is to be said lightly, it is the fact that one can only go further and further.

At the September regular meeting of Laogao E-commerce Club in South China, there was a practical big-name guest who was very good at from zero to 100 million. He will share the theme "TikTok and Group Store Layout", which mentioned exciting information such as how to quickly start accounts in Douyin and the traceless single operation mode .

At the same time, there are also content in finance, taxation, private domains, Douyin live broadcasts & short videos, brand growth, corporate strategy and other fields waiting for you to enjoy!

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