Tmall's New Rules: Business Platform Will Usher In A New Round Of Shuffle

Tmall released the new rules of investment game, the electronic commerce platform will usher in a new round of shuffle. In March 2nd, Tmall mall released its 2015 year in its official website. Investment qualification Detailed rules and regulations (hereinafter referred to as "rules") will be implemented at 0:00 on March 9, 2015, and the first batch of brand names for targeted investment will be publicized simultaneously.

The new regulation of Tmall not only improves the registration time limit, capital and trademark threshold requirements for new businesses, but also obviously inclins the direction of investment to big brands. Some people in the industry analyzed that the move would forcefully crack down on online unfair competition, such as fakes and brushes, but also had a certain impact on small and medium enterprises and original brands.

　　 directional Attract investment Priority to big brands

The latest Tmall 2015 annual investment qualification specification shows 13 categories, including cosmetics, jewelry accessories, household appliances, footwear bags, 3C digital, health products, medicine and food. Insiders admitted that the entry threshold of Tmall was relatively low in the past, resulting in a large influx of businessmen, resulting in mixed management chaos.

The "rules" issued by this time are clear, and there are certain restrictions on the application conditions, registration time limits, registered capital and registered trademarks of businesses. For example, a shop company requires registered capital to be more than 1 million yuan, has the qualification of a general taxpayer, and has been established in accordance with the law for more than two years.

It is reported that the adjustment of the investment standard applies only to the new business applications settled at 0:00 on March 9, 2015, which means that after March 9th, the brands that are not listed on the public notice will not be able to sign up for Tmall. From the list of the first batch of publicity brands, we see that foreign brands and domestic well-known brands are the main ones, and originality and grassroots brands are few.

In addition, Tmall has adopted different investment strategies for different categories. Cosmetics, clothing, footwear bags, sports outdoor four categories, Tmall's investment in the number of brands is the least.

And in these four big categories, Tmall only aims at brand owners and single brand agents to help merchants open flagship stores and franchise stores, while multi brand agents are not in the scope of investment promotion, nor do they support franchised stores.

Tmall relevant responsible person said that the Tmall has been operating businesses, are not affected by the new standard. But if we want to create a new brand, we also need to follow the new investment standards. The brand of Tmall merchants will be updated at the right time according to the needs of consumers and the structure of each category of Tmall market. The updated content will be publicized on Tmall merchants channel.

　 Existing businesses will enjoy more new rules. dividend

"Tmall's original position is the fashionable and high-end shopping platform. But the development of these years has been faced with the problem of good and bad. As a leader of Foshan's well-known local e-commerce enterprises, Qiu Changming, vice president of Guangdong small ice fire people's Network Technology Co., Ltd., believes that the formulation of the new rules of the game will play a very good role in promoting Tmall's principle of redefining quality first. "We understand and support this very much."

Another Shunde electric appliance operator, who does not want to be named, is bluntly saying that the introduction of the new rules can protect existing businesses from being disruptive and disruptive by unjust latecomers, so that the whole ecosystem of the business platform will gradually return to the business nature of products, services and users.

The adjustment of Tmall's investment rules has also been seen as a sharp weapon to combat online unfair competition such as counterfeiting and scalping.

As a matter of fact, the fake and brush lines on the Ali platform have been criticized for a long time. The Shunde electric business enterprises, which were engaged in multi store operations, were severely weakened by the competition of some malicious brushes last year. In the company's head, the biggest role of the new regulation is to lock up the brush list.

"At present, Tmall's action on the bill should be one size fits all. In the future, it will not be ruled out that someone is going against the wind and sneaking around to do it, but I believe it will no longer be a scale, but the whole can still be controlled." However, the person in charge also admitted that the new regulation can completely eliminate unfair competition and needs further observation.

　　 SMEs are more vulnerable.

The adjustment of Tmall's admittance rules is undoubtedly good for the existing large enterprises to enhance brand influence and maintain market share, but for small and medium-sized enterprises with relatively late start or relatively weak capital conditions, they feel pressure. Some netizens even believe that Tmall's move is to shut down the door of entrepreneurs, violating the original intention of supporting and building local brands.

Although it has been stationed in Tmall Mall for more than a year, He Fuqiang, general manager of Shunde Electric Co., Ltd. believes that the new regulation will also set certain restrictions on the company. "This new regulation is clear that the number of exclusive stores opened by the same brand of air purifiers and water purifier categories is no more than 5. This means that we can't find more distributors to represent the company's products. "

In addition, he also showed some confusion about the standards of rulemaking. "The standard of new regulation is not determined according to the situation of online sale, but based on the calculation results of comprehensive factors, so there are some products that are ranked before sales, such as the top 10-20 sales of water purifier, which basically failed to enter the new investment directory."

However, Qiu Changming's attitude is more optimistic. He believes that for some small and medium businesses, the new rules of Tmall will cause some impact, but because Tmall's platform itself is not closed, if the product itself has its own characteristics, it can still find its survival space on Tmall, through the communication with Tmall, help small and medium-sized brands to develop Tmall's channel and market.

"From another perspective, it also gives us an inspiration: don't hang on a tree." He Fuqiang said that with the rise of mobile terminals such as Jingdong, Tesco and micro stores, I believe more SMEs will try to find opportunities for diversified platforms.