Following the publication of the list of Tmall’s renewal assessment standards for various categories in 2018, the top questions and answers are here~!
Q: Do I need to participate in the 2018 annual renewal assessment?
Answer: The assessment targets of the "Tmall 2018 Renewal Assessment Standards List of Tmall's 2018 Projects" are merchants whose contract start time is before 0:00 on July 1, 2016, and the assessment period is from 0:00 on October 1, 2016 to 24:00 on September 30, 2017.
Note:
1. Flagship stores for books, audio-visual, telephone charges and communications, etc. do not need to participate in the assessment. For details, please check https://rule.tmall.com/tdetail-4808.htm?tag=self
2. Merchants whose contract starts at 0:00 and after July 1, 2016 do not need to participate in the assessment of store renewal scores, sales and special standards in some categories in 2018, but still need to comply with the requirements of the "franchise store authorization link" and the "Tmall 2018 Merchants Renewal Qualification Standard List" (expected to be announced in October 2017).
Q: When will the 2018 renewal start?
Answer: The renewal of 2018 is expected to open the renewal portal in October 2017. For more information, please pay attention to the renewal announcement announced in October 2017.
Q: Where can I view the renewal assessment data for 2018?
Answer: Tmall will provide a "renewal data board", you can log in to the [Merchant Center]-[Tmall Merchant Business Card] module to view it.
Q: What should I do if I do not meet the renewal standards?
Answer: Tmall will no longer renew the 2018 contract with you. Your store operation will automatically terminate the contract until 24:00 on December 31, 2017. For more information, please pay attention to the renewal announcement announced in October 2017.
Q: What are the main dimensions of the renewal standards in 2018? A: You need to meet:
1. From 0:00 on October 1, 2016 to 24:00 on September 30, 2017, the store sales meet the assessment standards for the corresponding categories;
2. The store rating (DSR) meets the corresponding category assessment standards from 0:00 on October 1, 2016 to 24:00 on September 30, 2017;
3. Categories such as makeup/perfume/beauty tools, beauty and skin care/body/elemental oils, shopping coupons/cakes and bread, mobile phones must meet the special assessment standards for the corresponding categories;
4. Comply with the "Tmall 2018 Merchant Renewal Qualification Standards List" (expected to be announced in October 2017).
If you are running a franchise store, you must also ensure that no less than 2 brands meet the requirements of authorized link levels.
Q: If the store operates multiple categories, which category of indicators will be used for the final assessment?
Answer: During the merchant assessment period, Tmall will conduct assessments based on the main store category of the merchant on the day the assessment period ends.
For example: The store also operates three categories: women's clothing/women's boutique, women's shoes, children's clothing/parent-child clothing. If the main category on the day of the assessment period ends, women's clothing/women's boutique, the assessment will be carried out based on the assessment indicators of women's clothing/women's boutique categories.
Note:
The main category refers to the category with the first category's main business rate among merchant stores.
Category main business rate = (the transaction volume of the category in the past 28 days/the transaction volume of the store in the past 28 days) * 50% + (the number of online products on the category on the day/the number of online products on the store on the day) * 50%.
Q: What are the calculation dimensions of store sales and DSR?
answer:
1. Store sales refer to the sum of all orders whose transaction status is "successful" during the validity period of the agreement (except for false transaction orders and other illegal orders). This amount does not include freight, nor does it include the amount of failed transactions caused by rights protection, after-sales service, etc., and the amount of transactions under the first-level category name "Other".
2. Store Rating (DSR), this time the store dynamic score of the three data "description consistent, service attitude, and logistics services" in the past 180 days; for example: "The cumulative number of days with the mean DSR less than 4.7 is ≤127 days" means that the total number of days with the dynamic score of the store less than 4.7 during the assessment period is less than or equal to 127 days.
Q: What are the comprehensive after-sales service indicators?
Answer: The comprehensive after-sales service indicator is a comprehensive evaluation data including three indicators: dispute refund rate, refund completion time, and refund autonomous completion rate. The value range is in the past 28 days, and the impact of the three data on the comprehensive indicator is about 3:2:1. The comprehensive indicator shows the comparison with peers in the form of ranking proportion.
1. The specific calculation logic of the three indicators is as follows:
Dispute refund rate: in the past 28 days, (in sale + after-sales) number of refunds that are determined to be the seller's responsibility and are effective/number of transactions of Alipay; (except for shopping pickup coupons>food pickup coupons>hairy crab coupons)
time for refund completion: in the past 28 days, total time for refund completion (in sale + after-sales) / total number of refund completion;
self-completion rate of refund: in the past 28 days, the number of refunds completed by merchants (in sale + after-sales) number of refunds completed by shops;
2. The comprehensive after-sales service indicators are viewed as follows: You can log in to [Merchant Center]-[Merchant Growth]-[Merchant Growth]-[Merchant Inspection Report]-[Customer Service]-[After-sales]]-[After-sales] view.
Q: Are there any requirements for the authorization level of a specialty store?
Answer: Yes, all stores require first-level authorization. Authorizations issued by the wholly-owned subsidiary of the trademark owner, wholly-owned subsidiary in China, the only general agent in China, etc. can be regarded as first-level authorization.
Q: The trademark I submitted during the settlement application process is invalid. Can the re-apply for registration of the trademark meet the review standards for renewal in 2018?
Answer: Not satisfied. If your trademark has expired, the new trademark acceptance notice obtained from 0:00 on July 1, 2015 will not be recognized.
Q: There are only two brands in the franchise store that meet the requirements. Can the store renew the license normally?
Answer: If the number of brands you meet the requirements is not less than 2 brands, the store will renew the contract normally. Brand licenses that have not been successfully renewed will be cancelled from January 1, 2018.
Q: How to determine what level of my brand license level is?
Answer: First-level authorization based on trademark holders refers to the trademark owner authorizing the merchant to sell its branded goods.
A complete second-level authorization based on the trademark holder refers to the trademark owner authorizing a company to sell its branded goods. The company authorizes the merchant to sell the branded goods. The merchant must provide the authorization letter given to a company by the trademark owner and the authorization letter given to the merchant by the company. By analogy, complete authorization within Level 2/Tier and fourth levels with trademark holders as the source.
For example: The trademark owner authorizes Company A to sell products of its brand (deemed as a first-level authorization), Company A authorizes Company B to sell products of this brand (deemed as a second-level authorization), and Company B authorizes merchants to sell products of this brand (deemed as a third-level authorization).
Q: Which stores in the clothing category belong to the winter category?
Answer: During the merchant assessment period (0:00 on October 1, 2016 to 24:00 on September 30, 2017), the winter category transactions account for 70% and more of the total store transactions, and belong to the winter category merchant.
Winter categories: down, leather jacket, fur, cashmere, pajamas/home clothing suits, nightgown/bathrobes, pajamas/home pants, pajamas tops, thermal pants, thermal suits and thermal tops.
Q: Shopping and pickup coupons> Food and pickup coupons> How to assess the refund rate for hairy crab coupons?
Answer: If the main categories are shopping pickup coupons > food pickup coupons > hairy crab coupons, if the number of transaction orders is greater than 1,000 or more during the assessment period (0:00 on October 1, 2016 to 24:00 on September 30, 2017), the refund rate for disputes within 365 days must be ≤1%;
Q: How to calculate the sales rankings of specialty stores for makeup/perfume/beauty tools, beauty and skin care/body beauty/elemental oils?
Answer: The main categories are makeup/perfume/beauty tools, beauty and skin care/body/elemental oils, and the number of stores with the same brand must not exceed 6. The ranking shall be calculated and ranked according to the store sales of the merchant during the assessment period (0:00 on October 1, 2016 to 24:00 on September 30, 2017).
Q: What are brands in the non-investment brand pool?
Answer: During the merchant assessment period (0:00 on October 1, 2016 to 24:00 on September 30, 2017), no brands in the category investment brand pool have appeared.
Note: Tmall investment brand pool is a place where each Tmall hot-hitting brand is summarized and displayed according to the category. Please click here to view the investment brand pool https://pages.tmall.com/wow/seller/act/sellerbrand?spm=a223k.7862588.6107009570.5.E8QRop&acm=lb-zebra-14053-462070.1003.8.557679&scm=1003.8.lb-zebra-14053-462070.ITEM_14472752126241_557679#1:16
Q: Where are the special service agreements for mobile phones and beauty and skin care/body beauty/essence oils signed?
answer:
1. Merchants whose main business category is mobile phones must sign the "Exemption and Return and Exchange Service Agreement". For details of the service content and requirements, please refer to: https://maowo.tmall.com/discussion.htm?id=77376&circleId=23
(1) The agreement signing address: http://tmc.tmall.com//campaign/viewBaoming.htm?method=baominglist&baomingConfigId=1000009120000
(2) Merchants whose agreement signing address cannot be displayed or signed can sign in Miaoyan Miaoyan using the store main account to reply in accordance with the format. Address: https://maowo.tmall.com/discussion.htm?id=80118&circleId=23
2. Merchants for the main categories are beauty, skin care/body beauty/essence oil categories need to participate in the "Allness-free Commitment Service". For more information, please follow the relevant announcements of Miaoyan Miaoyu, address: https://maowo.tmall.com/discussion.htm?id=81841&circleId=30 .
(This article comes from Taobao customer service Taobao)
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