天猫国际营销活动基准规则Tmall Global Sales Activities Standard Rules
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发布时间：2019-01-24 19:23:37 发布者:nzcxh
摘要：本文为大家介绍天猫国际营销活动基准规则Tmall Global Sales Activities Standard Rules，希望对于天猫国际商家有帮助！
天猫国际商家参加天猫或天猫国际官方发起的营销活动，必须遵守以下规则：
Tmall GlobalMerchants participating in Tmall.com Platform orTmall Globalofficial sales activities must comply with the following rules:
If a Merchant violates the “Tmall GlobalBusiness Services Agreement” and related rules, registration for its sales activities will be limited during the penalty period. The deduction of penalty points and the number of days for restrictions on sales activities is shown in the following table.
|
违规类型 Type of Violation |
违规分值 Penalty Points |
限制营销活动天数 Number of Days with Restrictions on Sales Activities |
|
A类一般违规Type A – General Violations |
累计达到12分 12 points reached through accumulation |
7 days |
|
一次达到48分 48 points reached at once |
90 days |
|
|
B类严重违规Type B – Serious Violations |
累计达到12分 12 points reached through accumulation |
30 days |
|
累计达到24分 24 points reached through accumulation |
60 days | |
|
累计达到36分 36 points reached through accumulation |
90 days | |
|
累计达到48分 48 points reached through accumulation |
Indefinit |
二、以下两点视同违反天猫或天猫国际举办的“日常官方活动”要求，按照违反“违背承诺”规定，予以扣一般违规6分：
The following two situations are deemed as violating the requirements of “Large-scale Official Activities” hosted by Tmall.com Platform andTmall Global, and, in accordance with the violation of the“Breach of Undertakings”rules, Merchants will have six (6) general violation penalty points deducted:
1.凡通过天猫或天猫国际举办的“日常官方活动”商家报名的商家，在商品提报阶段或活动期间（含预热和正式活动）退出的；
A Withdrawal of a Merchant from “Large-Scale Official Activities” hosted by Tmall.com Platform andTmall Globalafter application during the goods registration process or during the sales promotion (including warm-up activities and the actual promotion);
2.商家违反“日常官方活动”价格约定，活动结束后7个自然日内商品售价低于活动期间活动价的。销售个别商品的商家除外（比如3C数码、珠宝贵金属（金、银、铂金）制品、应季清仓等）。
Any Merchant that violates the price agreed during “Large-scale Official Activities”, and sells its goods at a price lower than the price sold during the activities seven (7) calendar days after the end of the activities. This does not apply to Merchants that sell individual goods (such as 3C digital goods, jewelry and precious metals (gold, silver, and platinum gold) products, seasonal clearance, etc.).
三、商家的运营指标需达到指定标准
A Merchant’s business indicators must reach the following specific standards:
1.开店时间大于等于90天，商家的近90天48小时自主响应率及近90天退款完结时长的排名均处于行业末尾10%，将无法报名参与天猫或天猫国际营销活动。
Where a Merchant’s store has opened for more than or exactly ninety (90) days, and two of the targets, namely the 48-hour Response Rate and the Refund Completion Time for the past ninety (90) days, are both ranked in the last 10% of businesses in the same industry, will not be able make an application to participate in Tmall.com Platform orTmall Globalsales activities.
2.开店时间大于等于90天，商家的近90天店铺品质满意度排名处于行业末尾10%，将无法报名参与天猫或天猫国际营销活动。
The store with the opening time longer than or equal to 90 days and Shop quality satisfaction degree ranking the last 10% of the industry in near 90 days cannot be enrolled in Tmall or Tmall Global marketing activities.
3.开店时间大于等于90天，商家的跨境物流DSR指标需达到4.6及以上，未达到4.6分将无法报名参与天猫或天猫国际营销活动。Where a Merchant’s store has opened for more than or exactly ninety (90) days, the Merchant’s cross-border logistics DSR indicators must reach 4.6 or above, if it does not reach 4.6, it would not be able to make an application to participate in Tmall.com Platform orTmall Globalsales activities.
四、商家的报名经天猫或天猫国际审核通过后，如在营销活动前或活动进行过程中发现商家店铺在交易、维权、营销等各环节存在异常的数据现象（包括但不限于交易账号异常、交易资金异常等情形），存在或可能存在其他违约违规及违法情形的，或其他天猫国际认为商家不适合继续参加营销活动情形的，天猫或天猫国际将中止或终止商家继续参与营销活动。
After a Merchant’s application is reviewed and approved by Tmall.com Platform orTmall Global,if prior to or during the sales activities it is discovered that there are abnormalities in the Merchant’s store data during various processes such as transactions, protection of rights, sales etc. (including but not limited to, transaction account abnormalities, transaction amount abnormalities etc.) , and there is or may be other contractual or legal violations and illegal circumstances, or where there are other circumstances causingTmall Globalto determine that the Merchant is not fit to participate in sales activities, Tmall.com Platform orTmall Globalwill suspend or terminate the Merchant’s sales activities.
五、为确保消费者在营销活动中享受到切实的优惠，天猫或天猫国际要求参与营销活动的商家应向消费者提供更具竞争力的商品价格，不得对消费者有价格欺诈行为。若商家并未通过其参加的营销活动将最具价格竞争力的商品提供给消费者，一经发现并核实，天猫或天猫国际有权中止及/或终止商家继续参与营销活动。同时，商家参与历次天猫或天猫国际营销活动时给到消费者的优惠力度，将作为考量商家能否参加天猫或天猫国际重大营销活动的标准之一。
In order to ensure that customers enjoy actual discounted prices during sales activities, Tmall.com Platform orTmall Globalrequires Merchants participating such sales activities to provide customers with competitive prices, and must not carry out price fraud against customers. Where a Merchant does not provide customers with the most competitive prices through the sales activities it participates, once discovered and verified, Tmall.com Platform orTmall Globalhas the right to suspend and/or terminate the sales activities of the Merchant. At the same time, the extent of discounts given to customers during a Merchant’s participation of various Tmall.com Platform orTmall Globalsales activities will be one of the factors in deciding whether such Merchants may participate inTmall Global’s large-scale sales activities.
六、商家优先入选规则：
Priority Merchant Selection Rules:
承诺提供“七天无理由退“服务的商家，在符合《天猫国际营销活动基准规则》条件下可优先入选营销活动。
Merchants that promise to provide "Seven-Day Worry-free Refund" services and fulfilling the conditions of the "Tmall GlobalSales Activities Standard Rules”, will have priority when being selected to participate in sales activities.
定义及说明：
Definitions and Explanations:
1、大型官方活动：指天猫或天猫国际发布的招商活动规则中明示的此活动为天猫或天猫国际发起的“大型官方活动”字样。
Large-scale Official Activity: refers to the actual description of an activity being a “Large-scale Official Activity” launched by Tmall.com Platform orTmall Global, as specified in the Merchant Invitation Activity Rules issued by Tmall.com Platform orTmall Global.
2、退出：指商家因自身原因导致的退出，包括但不限于“商品数量不足”、“提供不出允诺价格、商品型号”等各种违背当初招商承诺的情况。
Withdrawal: refers to a Merchant’s withdrawal due to their own reasons, including but not limited to "insufficient goods supply", "inability to provide the promised price or product model" etc. and other various circumstances breaching the initial undertakings made during Merchant Invitation.
3、 7个自然日：若两个日常官方活动间隔期少于7个自然日的，以间隔期为约定承诺期。
Seven (7) Calendar Days: where there are less than seven (7) calendar days in between two (2) Large-scale Official Activities, the amount of days in between the two activities will be the agreed period of undertaking.
4、 48小时自主响应率：指近90天商家的48小时自主响应的退款笔数/近90天售中+售后退款申请总笔数。
Forty-eight (48) hour Automatic Response Rate: refers to the total refund amount generated through 48-hour automatic responses and refund applications during and after sales for the past ninety (90) days.
5、退款完结时长：指近90天售中+售后退款申请到退款完结总时长/近90天售中+售后退款申请总笔数。
Refund Completion Time: refersto the total time to complete all refund applications during and after a sale for the past ninety (90) days / the total refund application amount during and after a sale for the past ninety (90) days.
6、店铺品质满意度：是一项包括了品质原因负面评价、品质退款和低分描述DSR三项评分的综合指标，命中以上任意一项的订单会计入品质不满意订单，取值范围为近90天；各项指标逻辑如下：
1）品质原因负面评价：指商品评价中品质相关的负面评价;
2）品质退款：品质类退款的笔数；
3）描述相符DSR：买家对描述相符进行的打分评价（1-5分），其中1-3分计算为不满意。
Shop quality satisfaction degree: it is a comprehensive indicator that includes the three scores of negative assessment out of quality reasons, refund for poor quality and low-score description DSR. An order that involves any of the above items will be considered unsatisfactory with value range of recent 90 days; the logic for the indexes is as follows:
1) Negative assessment out of quality reasons: refers to the negative evaluation related to commodity quality;
2) Refund for poor quality: the sums of refund for poor quality;
3) Description matching DSR: buyers evaluate according to the description matching rate (1-5 scores). The score of 1-3 is considered unsatisfactory.
运营指标查看地址：fuwushuju.tmall.com/dashboard/sellerBoard.htm
Operational indicators address: fuwushuju.tmall.com/dashboard/sellerBoard.htm
如中英文版本间存在任何歧义的，以中文版为准。
IN CASE OF ANY INCONSISTENCY BETWEEN THE TWO LANGUAGE VERSIONS, THE CHINESE VERSION SHALL PREVAIL.
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