Recently, Tmall Rules have issued major rules. It is closely related to merchants that marketing methods such as "good review cashback" and "good review coupons" that were often used by merchants will no longer be allowed.
Article 71 of the "Tmall Rules" "Indiscriminate message" Article 5 of "Indiscriminate message" "Indiscriminate message" has been added from the original two entries to three entries, and the newly added content is:
"If you publish improper marketing information that Tmall expressly prohibits: if you publish on the product page, you will be deducted one point for each product (but the accumulated points will not exceed seven points within three days), and you will be deducted the product for the first time and the second time, and the product will be deleted for the third time; if you publish it in other channels such as the store decoration area, four points will be deducted each time."
In the "Rules and Implementation Rules for the Abuse of Sending Other Information", the new content points out:
"What is the issue of improper marketing information that Tmall expressly prohibits? Including but not limited to:
1. Marketing content involving material or monetary commitments is carried out on the basis of requiring the improvement of store credit (such as: positive reviews), such as full five-star cashback, positive reviews cashback, positive reviews red envelopes, positive reviews coupons, etc., which guide positive reviews;
2. Similar marketing content such as free orders, cashbacks (such as full cashbacks, half-price cashbacks), except when using official tools to carry out the marketing content. ”
This move means that the "good review cashback" strategy often used by merchants will be explicitly banned. It is understood that the adjustment of this rule will be announced on December 2, 2016 and will officially take effect on December 10, 2016.
It is understood that since January 11, 2016, Tmall took effect on the management rules of "for similar products such as cashback (including all 5-point cashback, positive review cashback, etc.), free orders, etc.", this kind of situation has been controlled, but some merchants have violated the rules many times to carry out such activities, so Tmall plans to adjust the management rules for such situations.
Industry insiders pointed out that "good review cashback" is a common marketing method used by many merchants, and it can indeed achieve certain results. However, the positive reviews made by consumers due to temptation are difficult to reflect the real situation of the product and can easily mislead other consumers' judgments.
Some netizens even believe that the bad habit of cashback with good reviews is that it is easy to breed a bunch of "good reviewers". If you don't give a cashback, you will default to having no words or a few words. If you give a cashback, you will be filled with a lot of good reviews. To some extent, it is disguised bad reviews, because when good reviews are everywhere, ordinary reviews or not reviews are equivalent to bad reviews.
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