Dear sellers of Lao Gao Crown Club:
Taobao 1212 in 2016 "Love, Love, Love Taobao Kiss Day" is a festival that brings together the efforts of Alibaba Group to make consumers and the whole people rush to grab it. It is also a feast for sellers. During this year's "Love Love Taobao Kiss Day", Taobao will make efforts on the PC and wireless terminals at the same time, work with sellers to create a shopping carnival for consumers, and create an ultimate shopping experience.
1. Event registration process
2. Activity traffic and resource support
Taobao has prepared attractive traffic resources for Taobao Kiss Day in 2016:
1) Wireless mobile phone Taobao and Pad Taobao will fully support the 1212 Taobao Kiss Day event. During the 1212 period, wireless resource locations will be fully personalized on the basis of ensuring the accuracy and richness of content, realizing personalized and accurate recommendations of hundreds of event venues, so that consumers can give priority to seeing the venues and products they are most interested in after opening Taobao;
2) Taobao’s home page focus map, super top link, LOGO deformation animation, column, industry channels and other excellent resources will fully support the 1212 Taobao Kiss Day event;
3) Popular markets such as Juhuasuan, Taobao rush purchases, gold coins, and daily special offers will reveal the 1212 Taobao Kiss Day event products, and fully cooperate with the 1212 venues and event products to guide traffic;
4) Must-buy list, good goods, live broadcast and other content channels will also provide strong traffic support to the 1212 Taobao Kiss Day event products;
5) Off-site traffic brought by Taobao promotion;
6) Paid traffic for diamond booths and express trains;
On this Double 12, Taobao will still use the most accurate and effective high-quality traffic to support all sellers participating in Double 12. We hope that all sellers can achieve their ideal business goals!
3. Investment targets and basic investment requirements
The 1212 Taobao Kiss Day event is aimed at Taobao sellers' investment, and the wireless mobile Taobao will be held simultaneously with Taobao.
Sellers participating in the event must meet the following basic store qualification requirements:
1) The seller who registers for the main branch venue is the market seller (some categories include Tmall sellers);
2) Sellers who register for the main branch venue must meet the seller qualification requirements of the "Taobao Marketing Activities Rules". For details, please refer to "《》
3) Sellers who have committed illegal or serious violations of quality control random inspections will be prohibited from participating in major promotions if they have lost 6 points or more points due to serious violations of the inspection;
4) Sellers who have violated the rules for selling counterfeit goods from January 1, 2016 (sellers who have been punished by 0 points for illegal sale of counterfeit goods due to special circumstances, as well as 24 points or more points for illegal sale of counterfeit goods in 2015) are prohibited from participating in major promotions;
5) The above are the basic registration requirements. Each branch venue may have additional requirements based on this requirement. Please pay attention to reading;
4. Privileges for participating in the 1212 Taobao Kiss Day event
Taobao will provide additional privileges for "event products" and "event merchants" participating in this event:
"Event Products" and "Event Merchant" definitions:
1) The approved products, whether they are goods in the promotional sub-venue or peripheral products, will automatically become active products once the review is approved;
2) The 1212 Taobao Kiss Day event products will display special logos, sub-venue and peripheral event products;
3) Merchants with successful registration and approval of "event products" are the "event merchants" of Taobao Kiss Day on this 1212 Taobao;
Privileges for participating in the 1212 Taobao Kiss Day event promotion:
1) "Event Products" will be warmed up, sub-venues, and peripherals in this 1212 Taobao Kiss Day promotion;
2) "Active Products" will have additional priority display opportunities or logo privileges for search, site focus map, super top pass, shopping cart, favorites, pass bars, and recommendation system;
3) "Event Products" also have the opportunity to display them in the Taobao venue to obtain additional off-site traffic;
5. Event venue arrangement and registration method
Introduction to the main venue and sub-venue of Taobao Kiss Day on 1212
1) Introduction to the main venue: The main venue is a concentrated area for displaying the best products and sellers of the big promotion. The traffic resources of the big promotion will be placed in the main venue. The content in the main venue is composed of the best sellers and products in each sub-venue. Through a series of recommendations and horse racing methods, consumers can provide consumers with the best selected products and the most service-capable sellers.
2) Registration method for the main venue: No merchant registration is required, and the best merchants will be selected through the branch venue through the merchant’s “horse racing” method.
3) Introduction to the sub-venue: The sub-venue can be divided into industry sub-venues, special sub-venues, business sub-venues, live sub-venues, special seller sub-venues, and label venues in terms of types.
4) Introduction to the industry sub-venue: The sub-venue is an independent venue composed of industries, categories and vertical markets. It is an area that carries selected contents of various sub-categories, segmented markets and industries. The branch venue has high requirements for the discounts, product prices, product inventory depth, and product popularity provided by merchants. Different types of shops or product collections are displayed on different floors in the branch venue, which will provide a higher product purchase conversion rate for merchants in the branch venue.
5) Introduction to the special branch venue: The special branch venue is the most popular special popular market selected by Taobao in 2016, and will provide consumers with a variety of services and special products.
6) Introduction to the business sub-venue: The business sub-venue selects Taobao’s new shopping guide platform in 2016, diversifying the types of products and services, allowing consumers to experience the omnipotent Taobao in depth.
7) Introduction to the live broadcast sub-venue: The live broadcast sub-venue brings together the most popular anchors on Taobao, and provides Taobao consumers with rich and colorful live broadcast content during Double 12. The live broadcast is different and the excitement will not be closed!
8) Introduction to the special seller branch venue: Special sellers are the stage for displaying Taobao special sellers to users across the network. Scan sellers from dimensions such as the operation of special sellers fan community and seller characteristics, aiming to show users the diversity of Taobao products and the richness of sellers.
9) Introduction to the tag venue: As the latest venue this year, the tag venue brings together high-quality products from the entire network to help everyone discover their favorite high-quality products and improve consumers' shopping experience.
Time arrangement for sub-venues and special venues
1) Registration time for sub-venues from November 3 to November 18
2) The registration results of the sub-venue are announced: before November 23 (we will announce the results through Qianniu, Wangwang and "Tao Marketing" my workbench)
3) Activity warm-up time: December 1st to December 11th
4) Event products are on sale: December 12
Horse racing and placement rules for sub-venues and special venues
In order to ensure the efficiency of traffic utilization and reflect fairness and justice, there will be a horse racing promotion mechanism between different venues.
1) During the Double 12 warm-up period, horse racing is carried out in days, and the venue display is arranged according to the amount of shopping cart added the day before the entire store;
2) On the Double 12 event, horse racing is carried out in hours, and the venue display will be arranged according to the transaction level of the entire store in the previous hour;
3) The industry floors in the Double 12 wireless main venue are revealed in personalized form; the entrances and shops of the sub-venue venues on the floor are revealed in personalized form; the sea view rooms are selected by the sub-venue merchants;
The industry floors in the main venue of Double 12 PC are revealed in personalized form; shops or goods on the floor are revealed in horse racing; sea view rooms are selected by the way of horse racing merchants in the sub-venue;
4) Some special venues will display the venue products in a fixed pit placement, and do not use the horse racing mechanism. For details, please visit the investment instructions for the special venue.
Sub-venue registration qualification requirements
1) The seller is the market seller (some categories include Tmall sellers);
2) Sellers who register for the main branch venue must meet the seller qualification requirements of the "Taobao Marketing Activities Rules". For details, please refer to "《》
3) Sellers who have committed illegal or serious violations of quality control random inspections will be prohibited from participating in major promotions if they have lost 6 points or more points due to serious violations of the inspection;
4) Sellers who have violated the rules for selling counterfeit goods from January 1, 2016 (sellers who have been punished by 0 points for illegal sale of counterfeit goods due to special circumstances, as well as 24 points or more points for illegal sale of counterfeit goods in 2015) are prohibited from participating in major promotions;
5) Meet the comprehensive competitiveness requirements of the event store;
6) Improve the information of Alipay account identity authentication to achieve Class III payment accounts;
7) The above are the basic registration requirements. Each branch venue may have additional requirements based on this requirement. Please pay attention to reading;
The must-have gameplay for sellers in the branch venue
1) Sellers are required to set up store red envelopes (the scope of the Double 12 promotion red envelopes is the entire store product, which will be set from November 3rd, and the effective time is December 12th. Both products participating in the event and products not participating in the event can be consumed using red envelopes): View details
2) Sellers are required to set up Taobao shopping coupons (sellers set it up when registering, starting from November 3, and some categories are not included): View details
3) The seller is required to decorate the store acceptance page (once the event product is reviewed and approved, the system will automatically generate the store acceptance page, but the seller needs to decorate and publish the store acceptance page. If the decoration is not done, the system will use the big promotion template by default): View details
1212 Taobao Kiss Day introduction "Register as early as possible and cherish the quantity."
"Double Twelve Outdoor Field" is a general term for the event area except for "Double Twelve Main Venue", "Double Twelve Sub-venue" and "Double Twelve Specialty Hall". Like the "event products" of the main and sub-venues, we also enjoy the support of traffic channels supported by a series of key resources such as shopping carts and favorites. This Double 12 will conduct out-of-the-spot investment for millions of sellers, and more than tens of millions of products will have the opportunity to become "event products" for a big promotion and a shared feast.
Privileges to register for peripherals
1) Products that have successfully registered can be marked as the Double 12 big promotion product standard to enjoy the big promotion traffic
2) Products that have successfully registered may also enter the Double 12 tag venue and enjoy the traffic of the promotion
Peripheral time schedule
1) External registration time: November 3-December 12
2) External warm-up time: December 1st to December 11th
3) Event products are on sale: December 12
External registration method
1) The reverse invitation is automatically carried out by the system. After the seller clicks to register immediately at the investment entrance, when filling in the product information, click "Qualified Products" to know the number of invited products in the store.
2) Self-registration: Sellers who are invited to register in reverse can register independently in a separate investment portal
A. Each seller has the opportunity to select 2 products that meet the requirements to register in the "General Registration Portal";
B. Qualification Rewards
If you are a gold medal seller, you can get 5 opportunities to independently select products that meet the requirements in the entire store for external registration;
If you are a Chinese quality seller, you can get 5 opportunities to independently select products that meet the requirements in the entire store for external registration;
If you are a global seller, you can get 5 opportunities to independently select products that meet the requirements in the entire store for external registration;
If you are a great seller, you can get 5 opportunities to choose products that meet the requirements of the entire store to register for peripherals;
If you are a Huiji seller, you can get 5 opportunities to independently select products that meet the requirements in the entire store for external registration;
If you are a seller on Chaodian Street, you can get 5 opportunities to choose products that meet the requirements of the entire store to register for peripherals;
If you are an iFashion seller, you can get 5 opportunities to independently select products that meet the requirements in the entire store for external registration;
If you are a dear seller, you can get 5 opportunities to independently select products that meet the requirements in the entire store for external registration;
Multiple qualifications can be accumulated and superimposed (for example, if they meet global shopping stores and gold medal sellers, they can obtain an additional 12 independent peripheral product registration quotas)
3) Sellers in the main branch venue can also register for the peripherals, and sellers can check the activities that I can register for in the Taobao marketing platform.
4) Dear friends can pay attention to external registration information from the following two channels starting from November 3:
A. Seller Promotion Page: Click to view
B. Wangwang/Qianniu pop-up window (PC+Qianniu will be reminded by invitation)
C. Seller Center Promotion Board
D. The seller enters Taobao marketing and click " Invite me to participate in the event >>"
External registration qualification requirements
1) The seller who registers for the peripheral must be a market seller;
2) Sellers who register for the main branch venue must meet the seller qualification requirements of the "Taobao Marketing Activities Rules". For details, please refer to "《》
3) Sellers who have committed illegal or serious violations of quality control random inspections will be prohibited from participating in major promotions if they have lost 6 points or more points due to serious violations of the inspection;
4) Sellers who have violated the rules for selling counterfeit goods from January 1, 2016 (sellers who have been punished by 0 points for illegal sale of counterfeit goods due to special circumstances, as well as 24 points or more points for illegal sale of counterfeit goods in 2015) are prohibited from participating in major promotions;
5) The average daily transaction volume of the store in the past 30 days is greater than or equal to 100 yuan;
On this basis, a registration invitation will be initiated for sellers with certain store management capabilities (such as sales capabilities/service capabilities);
Peripheral product qualification requirements
1) Require the registration price of the event product to be less than or equal to the minimum transaction price of 30 days
The must-have gameplay for sellers on the outside
1) Sellers are required to set up store red envelopes (the scope of the Double 12 promotion red envelopes is the entire store product, which will be set from November 3rd, and the effective time is December 12th. Both products participating in the event and products not participating in the event can be consumed using red envelopes): View details
2) Sellers are required to set up Taobao shopping coupons (sellers set it up when registering, starting from November 3, and some categories are not included): View details
3) The seller is required to decorate the store acceptance page (once the event product is reviewed and approved, the system will automatically generate the store acceptance page, but the seller needs to decorate and publish the store acceptance page. If the decoration is not done, the system will use the big promotion template by default): View details
6. Decomposition of the rules of the big promotion
1) Priority review will be given based on the store in the descending order of Alipay transaction amount in the past 180 days;
2) The greater the discount, the priority will be given to review;
3) Priority review will be given to the Taobao specialty market store;
4) Priority review will be given based on the store’s 2015 Taobao promotional activities;
1) Free shipping for active products, except for remote areas of mainland China (Inner Mongolia, Gansu, Qinghai, Ningxia, Xinjiang, Tibet), Hong Kong, Macao, Taiwan and overseas areas;
Special categories do not have free shipping: aquatic meat/fresh fruits and vegetables/delicates, new cars/second-hand cars, complete vehicles (dealers), motorcycles/equipment/accessories, electronic certificates, model play/animation/peripherals/cos/board games, real estate/rental house/new house/second-hand house/entrusted services, toys-large amusement equipment;
2) Large-scale goods include logistics, except for remote areas of mainland China (Inner Mongolia, Gansu, Qinghai, Ningxia, Xinjiang, Tibet), Hong Kong, Macao, Taiwan and overseas areas;
A. Large items of goods include: commercial/office furniture (large items);
B. Contract logistics: refers to the cost of shipping the goods from the merchant to the logistics pickup point of the prefecture-level city where the receipt is confirmed by the consumer (the cost of the prefecture-level city to the local logistics point of the buyer to receive goods must be determined by the merchant and the buyer). The consignee is responsible for carrying the goods from the logistics pickup point to the delivery address;
3) Large-scale commercial residential furniture supports delivery and installation in hundreds of cities and hundreds of cities, and home decoration main materials and basic building materials categories support delivery to households in hundreds of cities;
1) Free shipping for active products, except for remote areas of mainland China (Inner Mongolia, Gansu, Qinghai, Ningxia, Xinjiang, Tibet), Hong Kong, Macao, Taiwan and overseas areas;
Special categories do not have free shipping: model play/animation/peripheral/cos/board games, toys-large amusement equipment
2) Large-scale goods include logistics, except for remote areas of mainland China (Inner Mongolia, Gansu, Qinghai, Ningxia, Xinjiang, Tibet), Hong Kong, Macao, Taiwan and overseas areas;
Large-piece product categories include: toys - children's strollers [ trollers, walkers, bicycles, tricycles, electric vehicles, twisters ] , supplies - children's beds / dining chairs / child safety seats / kindergarten beds / complete tables and chairs, commercial / office furniture (large pieces), home decoration main materials, basic building materials
Consumer transaction rules (time description of release, refund timeout, etc.)
Shipping time: For orders paid by buyers from 00:00:00 to 23:59:59 on December 12, the seller (except for virtual category*) must ship the goods before 23:59:59 on December 26, and hand them over to the logistics company to pick up the parts. Consumers can check the logistics status of the orders (packing, transit, delivery, signing, etc.) within the logistics company system, otherwise the delivery processing will be delayed in accordance with the Taobao Rules.
Activity clearance instructions and solutions
1) After the merchant successfully registers for the sub-venue and is reviewed, it may still be cleared or disqualified by the system.
In order to avoid unnecessary losses from merchants, we will now list the reasons for possible liquidation. Merchants are advised to avoid the following situations:
A. After registering for the event, merchants have violated regulations that do not meet the qualifications for the promotion. Once verified, they will deal with the removal of the page of illegal product activities and the removal of the venues of illegal store activities.
B. After registering for the event, the merchant will sell the baby in advance at a price lower than the Double 12 promotional price.
C. After registering for the event, the merchant cancels the red envelopes that have been set
D. After registering for the event, the merchant cancels the shopping coupons that have been set up.
E. After the merchant signs up for the event, the main business category has changed due to the store’s own reasons.
F. The merchant took the initiative to ask the waiter to force the event to be cancelled
G. All other situations that no longer meet the activity qualification requirements after registration
2) How to determine that the "active products" have been cleared by the system:
A. Receiving a Qianniu or Wangwang clearance notice means that the currently registered product has been automatically cleared by the system, and the system will inform you of the reason for the clearance.
B. The sign of "Event Product" no longer appears during the warm-up period or on the day of the event
C. In "Tao Marketing-Taobao Official Marketing Activities Center", the registration status is "Offline" in "My Workbench"
3) What to do after being cleared:
A. If it is cleared before the event registration deadline, please ask the merchant to resolve the corresponding problems and re-register immediately.
B. If the registration is re-registered before the event registration deadline, the removed baby can still be restored to the event qualification.
C. If it is cleared after the event registration is deadline, please contact the corresponding responsible waiter for the meeting.
Please pay attention to the registration status of the event in a timely manner during the event to avoid missing the registration time and causing losses.
4) Merchants cancel their registration for the event by themselves:
A. This Double 12 event allows merchants to cancel their registration for the event before the review is approved
B. This Double 12 event does not allow merchants to cancel their event registration after the review is approved. Please pay close attention to the registration deadline for your registration.
C. If the merchant finds that the content of the registered "Event Products" is incorrectly set, he can cancel the registration in time before the event registration is closed to avoid losses.
D. Once the registration for "Active Product" is cancelled, the logo of this product will be invalid and will not be displayed again.
E. Once the registration for "event product" is cancelled, this product is no longer the "event product" of this Double 12 promotion, and the corresponding privileges will no longer take effect.
F. If the "Event Product" is cancelled, and the registration is re-registered and approved, the "Event Product" can still restore the activity qualification.
G. Merchants are advised not to cancel the registration of "event products" before the event registration is about to end, so as to avoid corresponding losses caused by the inability to re-register due to the event registration deadline.
H. If you delete the required threshold (store red envelope or Taobao shopping coupon) will cancel the event
7. Taoke venue
Taobao has a separate Taobao guest venue on Double 12, which helps enter the main and outfields of Double 12 and sets up Taobao guest sellers and products to obtain additional off-site traffic. The Taobao guest venue does not require sellers to register. As long as the main and off-site sellers of Double 12 main venues and outfields open Taobao guest and set commissions, they will automatically enter the Taobao guest venue. The traffic of Taobao guest venue comes from traffic channels outside the site, including off-site URL navigation stations, browsers, rebate websites, various apps, etc. Merchants in the main and branch venues and outfields can enter the Taobao guest venue to obtain additional off-site traffic. All Taobao sellers participating in the Double 12 promotion will participate in the super red envelope gameplay and Taobao shopping coupons off-site promotion by default;
Taoke venue description: View details
Sorting rules:
The sorting of main and outfield products in Taobao guest venues is consistent with the sorting rules of the official venues. Please carefully calculate the costs to avoid economic losses in your store.
8. Sellers must pay special attention: Don’t violate the rules!
1) During the promotion process, the following violations (including but not limited to) will be monitored throughout the process: selling counterfeit goods, false transactions, publishing prohibited information, fraud, false certification, picture theft, malicious cheating, intellectual property infringement, counterfeit material components, inconsistent descriptions, behavioral complaints, unfair competition, disrupting normal transaction security and order, etc. If any violation occurs, once verified, the illegal product activity page will be removed from the shelves and the illegal store activity venue will be cleared.
3) During the promotion process, the abnormal order data found by the system in your store will not be included in the ranking statistics, and Taobao will decide whether to urgently recycle and deal with the store's activity rights based on the abnormal data. At the same time, Taobao will punish sellers who illegally obtain or use official resources during Double Eleven and Double Twelve to disrupt market order, and sellers who are punished will be restricted from participating in Taobao marketing activities within 90 days from the date of punishment.
4) In this promotion, new market management situations were added: In order to protect the consumer rights of buyers, Taobao has the right to take compulsory measures such as freezing of funds and other Alipay payment account based on assessments such as fund security risks, commodity compliance risks, etc. for orders with high fund compliance risks, or other orders that require transaction funds to be guaranteed.
9. Question answer
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