Exposure Of Investment Promotion Rules On Tmall'S Double 11 In 2017

There are more than two months before Tmall's 2017 Double 11. Recently, Tmall Double 11 The investment promotion rules are exposed. What new changes have taken place in the relevant rules for the stores shortlisted for this year's Double 11?

　　 1、 What should we do next for the successful businesses in Double 11?

After the registration results were announced on September 5, the shortlisted businesses should complete the identification before September 11. At the same time, September 5 to September 11 are the supplementary threshold stage. On September 21, the pre-sale declaration began.

The shortlisted stores should complete the setting of shopping allowance, freight insurance agreement, integrity management agreement, and other legal texts/supplementary registration information related to the 2017 Double Eleven Festival between September 5 and September 11.

　　 2、 What are the criteria for the 2017 Double 11 Finalists?

This year, there are two identities of Double 11 merchants. One is the merchants of Double 11 activities, which can participate in all commodities. The second is the merchants of Double 11 Happy Mobilization. What rules need to be met?

The shortlisted rules are mainly Tmall Marketing Activity Benchmark Rules and 2017 Double Ten One Category Investment Promotion Rules.

Among them, the verification indicators of Tmall Marketing Activity Benchmark Rules include DSR/after-sales service comprehensive indicators and illegal points deduction/honest operation/comprehensive ranking of stores. The Investment Promotion Rules of 2017 Double Ten One Category includes but is not limited to brand Popularity/recent transaction performance/store opening duration/consumer enthusiasm and other dimensions.

　　 3、 How to set the product price during Double 11?

Double 11 is the activity most concerned by consumers every year. Therefore, the price of this day must be the most competitive price.

It is mainly divided into promotion price control and historical transaction lowest price control. The two price verification logic will be divided into two parts. The first part is price verification for pre-sale commodities, which will start from September 21 declaration, and the verification will start from September 15 to the day before pre-sale, that is, October 19; In terms of price control, we must ensure that the price of Double 11 is the lowest.

In addition to the verification of the lowest historical transaction price, the promotion list price also needs to be verified. Assuming that the declaration of pre-sale goods is made on September 21, there will be a 15 day price protection period after the end of the Double 11 every year, and the price in this period must not be lower than the sales price of Double 11. Therefore, when checking the promotion price, the commodity declaration will be checked until November 26.

The spot commodities are mainly in different time periods. The lowest transaction price in history will be verified from September 15 to November 11, and the promotion price will be verified from November 12 to November 26.

To sum up: the price of pre sold goods on the Double 11 must be lower than or equal to 10% of the promotion price and the lowest historical transaction price.

While the spot commodity price of Double 11 is lower than or equal to the promotion price and the lowest historical transaction price of 10%, it is also greater than or equal to the pre-sale commodity price of Double 11.

　　 4、 Double 11 Delivery and Trading Rules

Compared with previous years, this year's Double 11 delivery and trading rules have changed in terms of delivery time requirements and the rules for buyers to return goods overtime.

During the Double 11 Festival this year, for orders that are paid during the period from November 11 to 17, merchants must deliver goods before November 20 and have a collection record.

In addition, on September 5, Tmall The play method of "Double 11 Shopping Allowance" has been released synchronously, and consumers can enjoy preferential treatment through "Double 11 Shopping Allowance".

Merchants who have passed the 2017 Tmall Double 11 audition need to complete the setting of shopping allowance before 22:00 on September 11, including the official merchants on Double 11 and the merchants on Double 11 happy mobilization, and the whole store must support the use of "Double 11 Shopping Allowance" (Except for some categories that do not support the use of Double 11 shopping allowance).

1、 Activity time of "Double 11 Shopping Allowance"

Setting time: 14:00:00, September 5, 2017 to 21:59:59, September 11, 2017

Issued on: November 1, 2017 - November 11, 2017

Valid period: 00:00:00-23:59:59, November 11, 2017

2、 How to set "Double 11 Shopping Allowance"?

Precautions for "Double 11 Shopping Allowance" are as follows:

Overlay order: big price promotion (promotion price) → single grade discount → store level discount → coupon → shopping allowance → red envelope, etc.

Preferential allocation: "Double 11 Shopping Allowance" supports full or reduced payment for a single store, and supports cross store use under the same threshold of full or reduced payment. In the cross store use scenario, the amount of consumers' use of the Double 11 shopping allowance deduction will be split and calculated according to the actual amount of the order.

For example, under the threshold of 400 minus 50 yuan for the shopping allowance on Double 11, if the goods of stores A and B are purchased at the same time totaling 400 yuan, the order amount of store A (after deduction of single grade discount, store and discount, coupons) is 80 yuan (10 yuan for the shopping allowance on Double 11), and the order amount of store B (after deduction of single grade discount, store and discount, coupons) is 320 yuan (40 yuan for the shopping allowance on Double 11).

No ceiling: for example, a first level category in the store participates in the Double 11 shopping allowance activity, and the threshold for full reduction is "50 for every 400". If a consumer has a shopping allowance of 120 yuan.

1) If the order amount of the consumer is more than 400 yuan, 50 yuan can be deducted;

2) If the amount of an order placed by a consumer is more than 800 yuan, 100 yuan can be deducted;

3) If the amount of the order placed by the consumer is more than 1200 yuan, 120 yuan can be deducted (if the user has 150 yuan of shopping allowance at this time, 150 yuan can be deducted); And so on, until the amount of shopping allowance owned by consumers has been consumed.

Refund rule: it will be returned when the shopping allowance return rule is met. Return rules: For orders that use the shopping allowance on the day of Double 11, if the order has been paid and is in the status of being sold, the shopping allowance will be returned to the consumer when all the orders associated with the order (that is, orders placed by the consumer in combination) are closed. When the associated order is not paid and closed, the shopping allowance will be returned to the consumer. Other scenarios are not returned.

For example, when a consumer places an order of 300 yuan and 100 yuan of goods in Store A and 200 yuan of goods in Store B (600 yuan in total), and uses the purchase allowance payment to deduct 30 yuan, the purchase allowance will be returned to the consumer only when all transactions of these three goods are closed.

Period of validity: From 0:00 to 23:59:59 on the day of Double 11, the balance of pre-sale goods can be deducted during consolidated payment.

Lowest price: The shopping allowance for Double 11 is not included in the lowest price for nearly 30 days of Tmall's investment promotion activities and Juhuasuan/Taobao activities.

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