Industry news
E-commerce companies must not refuse to return the goods for seven days without reason on the grounds that the goods have been unsealed
Recently, the Supreme People's Court issued the Provisions of the Supreme People's Court on Several Issues Concerning the Application of Law in the Trial of Consumer Dispute Cases (I), which clearly states that unfair and unreasonable standard terms such as "signing for goods is deemed to be recognized as qualified in the quality of goods" and "business operators enjoy unilateral interpretation or final interpretation rights" should be found invalid; e-commerce operators must not claim that the seven-day no-reason return system is not applicable on the grounds that the goods have been unsealed; and the logos made by non-self-operated e-commerce platforms are sufficient to mislead consumers into believing that they are self-operated platforms. E-commerce operators shall bear the liability of the sellers or service providers of goods; the contract for false brushing and brushing traffic is invalid; and the prizes, gifts, or goods exchanged by consumers in e-commerce promotional activities cause damage to consumers, and e-commerce operators shall bear the liability for compensation. (Source: CCTV)
The first cross-border e-commerce train in the mainland cross-border e-commerce comprehensive pilot zone was launched
News on February 28, a few days ago, the first cross-border e-commerce train in the mainland cross-border e-commerce comprehensive pilot zone departed from the Alashankou port in Xinjiang and sailed to Tashkent, the capital of Uzbekistan. This is the first cross-border e-commerce train issued by the mainland since the State Council set up cross-border e-commerce comprehensive pilot zones in 27 cities and regions in February this year. The goods carried by this train are mainly solar accessories, fabrics, textile supplies, kitchen supplies, etc. from Jiangsu, Zhejiang and other places, with a value of 5.587 million yuan. (Source: CCTV News)
Platform dynamics
Taobao released the "Super New Customer Acceleration" investment rules
February 27 news, recently, Taobao released the "super new customer acceleration" investment rules, sellers according to the Taobao official activity requirements to register themselves, successful registration of goods can be in the hand Tao search, guess you like, product detail page and other paths to meet the industry newcomers and store newcomer conditions of the buyer's activities. The campaign is available to sellers who join Taobao Super New Customer Acceleration and was first effective on February 25, 2022. The product must meet the relevant product requirements of the "Taobao Marketing Activity Specification"; the price of the product ≥ 5 yuan; and the product must set a "new customer acceleration rate". Specific promotion registration and withdrawal requirements are subject to the requirements of each activity. (Source: Taobao)
In 2022, Douyin E-commerce plans to create 100 member operation benchmark merchants
From January to February, Douyin Live punished a total of 536 illegal live broadcast rooms
(1) Recently, Douyin E-commerce released its 2022 annual target. The goal includes: creating 100 member operation benchmark merchants, helping merchants to achieve an average daily recruitment of more than 1,000 members, and the membership GMV accounts for more than 20%; supporting 1,000 active businesses to support 1,000 active member operations, helping merchants to achieve an average daily recruitment of more than 100 members and more than 10% of member GMV; cultivating 10,000 member operation entry merchants, helping merchants to achieve an average daily recruitment of more than 10 members, and membership GMV accounting for more than 5%. (Source: E-commerce News)
(2) On March 2, Douyin officially issued the "Announcement on the Special Governance Penalty for "Malicious Gossip"", saying that it continued to carry out special governance actions against "malicious gossip" violations, focusing on rectifying problems such as instigating incitement, provoking war and stepping on, attacking and defaming, infringing on the rights and interests of others, negatively hyping hot spots, and publishing false statements in the official name. Douyin said that during the period of January and February, the Douyin Live BroadcastIng Task Force punished a total of 536 relevant illegal live broadcast rooms. (Source: Douyin official)
Kuaishou e-commerce has added publicity norms for the beauty industry
Kuaishou e-commerce tests the "on-demand delivery" service and provides exclusive services
(1) March 1 news, a few days ago, Kuaishou E-commerce issued an announcement that in order to standardize the operation order of the e-commerce platform and protect the reasonable rights and interests of users and merchants, the platform formulated the "Beauty Industry Publicity Specification" to standardize the promotion content and behavior of the goods master, and avoid unnecessary marketing violations and after-sales disputes. These Rules will take effect on March 8, 2022. According to the rules, when Kuaishou Xiaodian brings goods to promote beauty products, the product ingredients, efficacy, makeup effect and other information not displayed on the product detail page shall not be publicized in the live broadcast room, short video and other content; there shall be no explicit or implicit content related to the treatment of diseases or alternative drugs; cosmetics shall not promote disinfection, sterilization, bacteriostatic and other effects; and shall not over-promise the effect, efficacy and after-sales policy of the product. (Source: E-commerce News)
(2) March 3 news, according to reports, in order to further improve the shopping experience of consumers, Kuaishou e-commerce recently began to test the "on-demand delivery" service. This service is one of the services in the upcoming "first class" merchant products launched by Kuaishou E-commerce. Kuaishou e-commerce has reached a cooperation with a courier company to provide specific consumers with exclusive services delivered according to customer demands through merchant-side matching.
It is reported that as of March 2022, the "door-to-door pickup" service for reverse logistics services has been running for more than a year, consumers can choose the "door-to-door pickup" service when refunding, and the platform intelligently dispatches orders according to the service quality of the courier company to provide services for consumers and quickly complete the return process. (Source: E-commerce News)
Luxury e-commerce firm Farfetch: $4.2 billion in GMV in fiscal 2021
March 2 news, a few days ago, the British luxury e-commerce company Farfetch recently announced the fourth quarter of fiscal 2021 and the full year of the fourth quarter of fiscal year ended December 31, 2021. In 2021, Farfetch's gross merchandise trading (GMV) increased 33% year-over-year to a record $4.2 billion, a 98% surge compared to pre-pandemic 2019, and adjusted EBITDA (Profit Before Interest, Tax Depreciation and Amortization) was profitable for the first time; sales increased 35% year-over-year to $2.3 billion. Driven by the digital platform sales business, Farfetch's sales increased by 23% year-over-year to $666 million in the fourth quarter of fiscal 2021; gross merchandise transactions (GMV) increased 22% year-over-year to US$1,289 million; and third-party transactions accounted for 85% of total merchandise transactions on digital platforms, with a commission of 30.4% received from them. (Source: E-commerce News)
In 2021, the e-commerce and other revenue of Station B will be 2.8 billion yuan
More than 600,000 content creators earn revenue through live streaming throughout the year
News on March 3, 2021, the total revenue of Station B reached 19.38 billion yuan, an increase of 62% year-on-year, of which advertising revenue reached 4.52 billion yuan, an increase of 145% year-on-year (games, e-commerce, 3C products, food and beverages and automobiles became the top five advertiser industries), e-commerce and other revenue of 2.8 billion yuan, an increase of 88% year-on-year, mobile game revenue of 5.1 billion yuan, an increase of 6%, value-added service revenue of 6.9 billion yuan, an increase of 80%.
As of 2021, more than 70% of the million fan UP masters of Station B are also live streamers. More than 600,000 content creators earn revenue through live streaming throughout the year. (Source: Ebang Power)
The "Service Menu" feature has been added to the corporate video number home page
The enterprise video number homepage has recently added a "service" function. This new service feature is for certified enterprise video numbers. According to the official introduction, the enterprise video account can add a service menu on the profile page, and the user can click the menu item to open the corresponding page, such as: Mini Program, WeChat customer service, etc.
The increase of this function means that in addition to watching videos on the video number, users can also easily find a number of services such as customer service and activity benefits directly on the home page of the video number, and also allow enterprises to add traffic entrances. (Source: Webmaster's House)
Featured reports
2022 short video e-commerce brand marketing special research
Guoji Feigua produced the "2022 Short Video E-commerce Brand Marketing Special Study - Insights on Self-operated Small Shops and Brand Self-broadcast Opportunities", which disassembles the marketing performance of brand self-broadcasting and small shop operations on the Douyin platform.
Excerpts from the report:
1. In 2021, the number of monthly active brands on the Douyin platform has steadily increased, and the compound annual growth rate of brand sales has reached 12%.
2. As of December 2021, 6% of the douyin platform has more than 50w of self-broadcast number fans; the proportion of active brand self-broadcast number live broadcasting is as high as 88%.
3. On the Douyin platform, the total number of stores in mass consumer goods such as food and beverages and household goods accounts for more than half, and industrial concentration belts with supply chain advantages such as Guangdong and Zhejiang have become the main shipping places of brand stores.