"Double 11" Campaign To Crack Down On False Promotions Must Be Committed To The Most Preferential Price Within 30 Days.

Those who have paid the price will be deducted from the deducted points to complete the "Outgoing" year-round activities.

"Prepare for War 11 double" series report

From Taobao's "double 11" for more than half a month, the outside world has little expectation for this year's Taobao how to punish the activity price.

Yesterday, Tmall officially announced this year's "11. 11 shopping Carnival" price rules, clearly defined the benchmark price of commodity discount, and stressed that once the existence of a virtual discount price of the business, in addition to it will clear out the "11. 11 shopping Carnival" official activities, businesses will also be deducted from penalties.

Yesterday, Tmall officially announced this year's "11. 11 shopping Carnival" price rules.

Must promise the best price within 30 days.

This year, Tmall's 11. 11 business expanded by 5 times, from 2000 last year to 1 or more.

While greatly enriching consumer choice, it also brings challenges to Tmall's management activities.

According to the introduction, Tmall has been communicating with merchants through various channels since October 14th, and has launched a special activity commodity declaration system to check the commodities declared by businessmen according to the rules.

Prior to this, a number of suspected e-commerce promotion exist.

The problem is deeply dissatisfied with consumers. In last year's "double 11" activities, there were also many consumers who complained that businesses had discounted discounts.

So this year, not only consumers, but also the media are interested in how Tmall defines the "preferential price" that merchants have launched, until Tmall announced this regulation yesterday.

According to the rules released yesterday, Tmall has set up a special "11. 11 shopping Carnival" logo for all the 11 / 11 official activities, indicating that the price commitment is the most favorable for the last 30 days (October 12th to November 10th).

Among them, the half off ceiling products will be added with the "50 percent off ceiling" logo, not only the most recent 30 days of the most preferential, but also promised not to exceed the maximum price of half off.

The discount price is below the counter price.

Tmall reminds consumers that when participating in the "11 / 11 shopping Carnival", it is necessary to identify the official products with certification marks, which will be subject to strict price monitoring.

Which benchmark price is the discount?

According to the definition of Tmall, the benchmark price of discount activities in November 11th, that is, the price of counters, refers to the price at the online counter price, the price tag that follows the commodity price, or the price approved by the national statutory body such as the price bureau.

In addition, the price of the goods without the above two price information is the price from September 1, 2012 to November 10, 2012 when the goods are not promoted in Tmall.

If there are more than one price in the time period, the lowest price is the discount base price.

Such details are also convenient for consumers to compare prices at any time to determine whether they are "making flowers".

Deduct 48 points and cancel activity qualification

Prior to Tmall's no clear punishment, yesterday's information revealed that once a complaint was set up for consumers to dump the price, the official clearance activities of the commodities were cleared and the penalty for the same commodity was deducted 6 points according to the general violation.

From November 1st to November 11th, businesses with a total violation of 48 points will be disqualified from the 11. 11 activity and will be disqualified from participating in all the marketing activities of Tmall in 2012.

Vice president of Tmall

It is said that Tmall has set up a price warning system and will be punished according to the rules once it finds that the "top wind" case is committed.

Related links

Tmall community service station can "collect goods".

In terms of logistics, "Tmall community service station" is also available today.

Shanghai, Hangzhou, Jiaxing, Wuhan and other second tier cities, more than 580 convenience stores and community outlets will be unveiled. The first phase will launch a collection service, changing the "other express" to the nearest service station, and "pick up the express".

Yesterday, Taobao and Tmall's online shopping express can fill in their nearby "collection" Tmall community service station address.

By the time of the 11 / 11 shopping carnival, in addition to the addition of five City outlets, Guangdong will also add convenience store pick up points. Six provinces and cities have more than 1300 outlets to provide collection services.

Taking into account the situation of service stations, Tmall service stations temporarily support small, non fresh goods with no more than 3000 yuan.

At present, the service station provides Tmall and Taobao merchandise collection service.