Focus Today: Tmall Will Crack Down On Inappropriate Marketing Such As "Good Reputation And Cash Back".

Recently, Tmall announced that it had to pay a heavy punishment to "praise back to cash". For Tmall's behavior of adding marketing information such as "favorable returns" in the description or packaging of products, Tmall once again amended the management rules, banned the "good reviews", and imposed more severe penalties on businesses that violated the rules.

According to the new rules, release

Banned marketing information: on the merchandise page, each product is deducted by one point (but the total score is not more than seven points within three days). At the same time, the first and second shelves are removed, and the merchandise is deleted third times. If it is released in other channels such as the shop decoration area, it deducts four points per time.

Issuing improper marketing information prohibited by Tmall, including but not limited to:

1, with the request to enhance the store credit (such as: praise) for the conditions of the material or financial commitment to the marketing content, such as full five-star cash back, good reviews,

Good reviews, coupons, etc.

2. Similar marketing contents such as free of charge and cash back, such as full return and half price return, are excluded from the use of official tools.

It is understood that since January 11, 2016, when Tmall came into effect, "this kind of situation can be controlled after the management rules of goods and information appear in the commodity (including all 5 points return, praise back and so on) and goods such as free words". However, there are still a number of businessmen who violate the regulations for such activities many times. Therefore, Tmall intends to adjust the management rules for such situations.

In Tmall,

Web search "good reviews" indicates that "according to laws, regulations and policies, it is impossible to display reputable return related products".

Insiders pointed out that "reputable cash back" is a common marketing tool used by many businesses, and can indeed achieve certain results.

However, consumers' praise for temptation is difficult to reflect the true situation of goods, and easily mislead other consumers to judge.

Some netizens believe that the biggest drawback of good reviews is that they can easily breed a good reputation of "reputable teachers". They are not allowed to return to the public without a word or a few words. They give a lot of praise to the cash back, and to some extent they are disguised negative reviews.

It is reported that in October 3rd this year, Amazon announced the revision of the community guidelines, prohibiting and eliminating the "rewarding" commentary.

It is reported that on Amazon, some suppliers will provide free or discounted products to buyers in exchange for the "honest opinions" made by buyers at the Amazon station, which are called "rewarding nature" comments.

To this end, Amazon has invited professional comment analysis company ReviewMeta to analyze about 65 million comments on more than 32000 websites.

According to media reports, from the beginning of October to the beginning of November, Amazon has deleted more than 500 thousand comments, of which 71% are rewarding.

In fact, as early as last August 25th, the Guangdong Provincial Consumer Council released a news that Taobao and Tmall online shopping platform appeared on the buyers' "good manners" and "good returns" behavior such as violation of the "consumer protection law", "Anti Unfair Competition Law" and so on, and accordingly issued a letter of admonition, requiring businesses to correct improper business practices.

What is the strength of this time?

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