CBNData E-commerce Marketing Weekly Focuses on the Field of E-commerce Marketing, #Industry News#, #Platform Dynamics#, #Celebrity Observation#, #Report Selection # Column Weekly Selection of E-commerce Marketing Industry Events, Mainstream Platform Dynamics, And Reports Worth Reading. Every Friday, join us in accumulating a little knowledge and seeing micro-trends.
Industry news
E-commerce platform merchants must not refuse to return the goods on the grounds that the goods have been unsealed
On March 15, the Provisions of the Supreme People's Court on Several Issues Concerning the Application of Law in the Trial of Online Consumer Dispute Cases (I) came into effect.
According to Article 1 of the Provisions, standard terms such as the consignee's signature for the receipt of the goods are deemed to be invalid if they recognize that the quality of the goods conforms to the agreement, and the e-commerce operator enjoys the right of unilateral interpretation or the right of final interpretation. Article 3 of the Provisions points out that if a consumer unpacks and inspects the goods as necessary for the inspection of the goods and does not affect the integrity of the goods, and the e-commerce operator claims that the no-reason return system provided for in Article 25 of the Consumer Rights and Interests Protection Law is not applicable on the grounds that the goods have been unsealed, the people's court will not support it, except as otherwise provided by law. (Source: Supreme People's Court)
The 3.15 party involves live streaming with goods; the Beijing Consumer Association said that online shopping complaints accounted for 58.13% in 2021
(1) CCTV 3.15 evening party revealed the inside story of the crazy jade live broadcast in recent years, the anchor's "professional" identity is fabricated, and the "blood bargaining" is the double reed performance of the anchor and the cargo owner. In addition, on March 15, the problems of substandard hygiene and unsafe production process of the flag-planting vegetable industry were exposed, and many e-commerce platforms could not search for "Laotan sauerkraut" related products. On March 18, master Kong Laotan sauerkraut-related products purchased through Tmall Supermarket or Jingdong self-operated, regardless of whether they are unsealed or not, support return refunds, and the freight is borne by the platform, and there is no purchase time limit requirement.
(2) On March 15, the Beijing Consumer Association released an analysis report on consumer complaints in 2021. In 2021, the Beijing Consumer Association accepted a total of 39,990 consumer complaints, recovering 23.5108 million yuan in economic losses for consumers. Among the complaints about commodities, household electronic appliances, food, daily necessities, clothing, shoes and hats, and transportation occupy the top 5 consumer complaints; among service complaints, education and training services, life, social services, sales services, Internet services, and public facilities services occupy the top 5 consumer complaints.
In addition, online shopping disputes far exceeded storefront shopping, with a total of 22,070 online shopping complaints accepted in 2021, accounting for 58.13%. Among them, the number of complaints about online live broadcasting with goods has increased significantly compared with the previous year, mainly involving issues such as the provision of goods that do not match the receipt, the failure to deliver according to the agreed time, counterfeit trademarks, and false publicity. (Source: Beijing Consumers Association)
Platform dynamics
Alibaba's life service sector is the hardest hit area for layoffs, and core e-commerce companies will still expand their manpower
From the end of 2021 to the present, some of Ali's business groups have continued to reduce personnel. The biggest changes in staff size are in the life services sector, including local life businesses such as Ele.me and Koubei, as well as the Fliggy division. Secondly, Hema and Taocai (community group buying business) also have a certain proportion of personnel optimization. AutoNavi also carried out some personnel optimization after the year, but the proportion was not high. Tao's e-commerce has not been affected, and its operation, research and development and other positions are still being recruited; in addition, Aliyun and Cainiao Logistics are not within the scope of this layoff, but the HC of Alibaba Cloud's main departments has been frozen. (Source: 36Kr)
The Tmall Talent team fully recruits off-site platform talents such as Douyin and Xiaohongshu
On March 17, according to the news of "The Most Talk", the Alibaba-Tmall talent team has recently begun to fully recruit talents from off-site platforms including Douyin, Station B, and Xiaohongshu. This may mean that in addition to Ali's shares in first-line MCN institutions such as Qianxun and Ruhan, it will also personally go down to do MCN business. According to the notice entitled "Pop Red Network - Tmall Official MCN Talent Recruitment Plan", the operator is led by the Alibaba-Tmall Talent team, relying on Tmall's rich resources and data capabilities to create post-link value for the Talent ecosystem and provide integrated content operation and data insight solutions for brands. (Source: E-commerce News)
Tmall supermarket shelves 50 kinds of flowers, East China pilot the fastest hour-level "send flowers to the door"
On March 17, Tmall Supermarket concentrated on 50 new seasonal flowers, which were sent directly from the place of origin and sent flowers to the door. The person in charge of the flower hall of Tmall Supermarket told reporters that compared with late February, the single-day sales of flowers in March exceeded 4 times. According to a Tmall supermarket survey, nearly 80% of consumers buy flowers for daily decoration of the family, and many consumers buy a bouquet of flowers every half a month or so. In response to family needs, Tmall Supermarket Flower Hall provides suggestions for flower care, decoration and so on. In addition, Tmall Supermarket has launched the construction of flower cold chain distribution warehouses and offline new retail outlets, which will start from East China to provide consumers with the fastest hourly "flower delivery to the door" service. (Source: Tianxia Online Business)
Image source: Tmall Supermarket
Meituan e-commerce added self-operated and cross-border, and the grass planting community "treasure box" was upgraded to "shopping"
According to Tech Planet, Meituan e-commerce has added brand-owned franchise stores, and its operating model is similar to "Jingdong self-operated", and goods are shipped by Meituan E-commerce. At present, "Meituan Good Goods" App has been listed in a number of brand self-operated franchise stores, the operating company of the self-operated stores is "Beijing Sankuai Smart Catering Management Co., Ltd.", according to Tianyan, the company is a subsidiary of Meituan. In addition, Meituan Haoshou has also added a "global shopping" zone to lay out cross-border e-commerce, and cross-border merchants will open stores in the zone for overseas goods sales. Meituan also officially upgraded the grass planting community "Treasure Box" to "Shopping", based on content planting grass. (Source: Tech Planet)
Image source: Meituan E-commerce
Douyin launched a second-hand good goods channel and recycling consignment services; released a merchant exemption plan during the epidemic
(1) It is reported that the "second-hand good things" channel has been launched in the Douyin mall, which is specially used for the sale of second-hand goods and live streaming of goods, covering digital, luxury goods, leather bags and watches. In addition, Douyin e-commerce has also launched a "recycling and consignment" service, which is embedded in the "second-hand good things" channel, users can directly send the second-hand goods in their hands to the platform for valuation, and users can choose to be directly recycled by the platform after the platform valuation, or the service provider can obtain cash in the form of consignment. (Source: Xinyan Finance)
(2) On March 13, Douyin E-commerce released a notice of merchant exemption plan during the epidemic period. Before March 31 (inclusive), delivery, collection, and transfer overtime will not result in penalties, and the experience sub-data of the platform exemption area will be eliminated by the platform operation, and there is no need for the merchant to report again, if the subsequent penalty due to force majeure factors can be appealed, because the epidemic affects the platform review time limit will be extended, after the platform review is passed, the penalty that has been generated will be revoked. It is recommended that merchants take the initiative to communicate with consumers to explain the situation, actively handle consumer after-sales applications, and please pay attention to the epidemic information on the platform at any time. (Source: Douyin E-commerce)
Kuaishou e-commerce has opened special governance on single and unfriendly content; revised the management norms of the fast distribution platform
(1) On March 14, Kuaishou E-commerce issued an announcement on the special governance of holding orders and unfriendly content. According to the announcement, holding a single refers to the promotion of preferential information to users for a long time in the live broadcast room to induce interaction but the product is delayed; unfriendly content refers to the insult, insult, curse, slander, discrimination or attack on others in the process of live broadcast/short video product promotion and marketing.
Kuaishou E-commerce said that if the above situation occurs in the process of operating a small shop with a cargo master, the platform will comprehensively determine the severity of the violation, the number of violations, etc., and impose points deductions, suspend the use of shopping carts, pay liquidated damages, ban Kuaishou accounts and other handling measures, until the platform is cleared and the cooperation is terminated. (Source: Kuaishou E-commerce Rule Center)
(2) On March 15, Kuaishou E-commerce issued a revised announcement of the "Kuaishou Fast Distribution Platform Management Specification". The amendments are as follows: in terms of merchant access, increase the restrictions on the bad evaluation rate of merchants for nearly 30 days, require merchants to have no records of serious violations of the disposal within the past year from the date of application, and the merchant's associated account has not violated the sale of counterfeit goods in the past 1 year; update the names and entry requirements of flowers and green plants/agricultural materials, beauty/personal care cleaning, fun plaything categories, and add new hair transplantation categories; increase the standard for the merchant's bad evaluation rate in the past 30 days, and clear the merchants who have serious violations such as selling fake goods in the past 1 year. as well as merchants with fraudulent sales violations on the linked account. The above rules were amended on 15 March 2022 and will take effect on 23 March 2022. (Source: Kuaishou E-commerce Rule Center)
TikTok Shop updates logistics policy and expands Malaysia's e-commerce team
(1) TikTok Shop will split the Putmin logistics channel and the cross-border buyer logistics price card on March 26. It is understood that the platform will add cross-border logistics costs (the "cross-border logistics cost" part of the instant price card) to the "local display price" of the product on March 26, that is, the freight displayed by the customer on the next single page is the local freight, and the freight displayed by the seller on the product management page is the cross-border logistics cost and local freight. Since the freight paid by the customer does not include the trunk freight, the seller can adjust the price of the product in real time according to the logistics mode that suits them.
(2) Recently, Malaysian online media TechNave posted that ByteDance is actively recruiting local e-commerce talents and commercial operators in Malaysia, in addition to recruiting local talents in Malaysia, TikTok is also recruiting from China. Judging from the recent outflow of TikTok recruitment information, the recruitment position is operated by local businesses in Malaysia and operated by Malaysian head talents, although the recruitment city is Shanghai, but the special note "needs to be dispatched", which shows that TikTok e-commerce still emphasizes "localization operation" in Malaysia. (Source: TK Overseas Logs)
The head of Kuaishou's international business unit will leave his post, and the strategic position of international business will be improved
On March 17, Kuaishou announced that it would adjust the organizational structure of the International Business Unit, and qiu Guangyu, the head of the Business Department, would no longer be the head of the International Business Department and would leave his post in the near future.
In this adjustment, the production and transportation line (product and operation business) of Kuaishou International Business Department will be further closed, with Xu Zhiwei in charge, and Zhou Chi, the person in charge of overseas live broadcasting, adjusted to report to Xu Zhiwei; Wang Meihong, the head of overseas technology, will also serve as the head of the international commercialization department, and Zheng Yanxiang, the former head of overseas commercialization business (mainly advertising business), will be adjusted to report to Wang Meihong; In addition, the middle and back office businesses such as security compliance and public communication have also been integrated, and the international security compliance and communication cooperation department has been established.
In the future, the production and transportation lines and commercialization departments of the International Business Department will report directly to Cheng Yixiao, CEO of Kuaishou; overseas technology-related businesses will continue to report to Chen Dingjia, member of the Management Committee and CTO.
According to the analysis of people close to Kuaishou, this means that the priority of overseas business in Kuaishou's strategy has been further enhanced. At present, Kuaishou has also launched an internal living water again to recruit talents for overseas business. (Source: Late Post)
Red Man Observation
Pan Changjiang responded to false propaganda to sell alcohol: never said
On March 15, #Pan Changjiang was suspected of false publicity and selling liquor on the hot search. According to media reports, in early March, Pan Changjiang claimed in a special live broadcast of liquor that "I have known Chairman Moutai for decades, and last night I drunk him and asked him to sign a contract to give me pricing rights", but the price of the wine was higher than the market price, causing controversy. According to people close to Moutai, the so-called Pan Changjiang has known Chairman Moutai for decades and drunk him by drinking alcohol, which is basically a naked lie. Moutai also responded that the above propaganda is not true.
In response, Pan Changjiang responded that he had never said such a thing, and he did not know how much wine was sold outside, but only knew that the supplier gave this price, "did not do half a bit of false publicity."
Former partner of Lang Stomach Immortal, You Shu, made his live debut with goods and sold 2.74 million yuan
After a series of controversies with Langjiaxian, Youfu opened the douyin live broadcast with goods debut on March 14 with the Langjiaxian original account (which has been renamed "Youfu"). According to Feigua data, you shu was broadcast for 6.5 hours on the same day, once ranking second in the hot list of Douyin with goods, and the final sales volume was 44,000, and the sales volume was 2.741 million. One of the phone bill recharge products, the conversion rate of the order reached 21.55%.
Although the dispute with Li Hangze (Lang Stomach Immortal) has yet to be pronounced, from the reaction of public opinion, You Shu has the advantage. This was also reflected during its live debut, and keywords such as "support for You Shu sister" and "refueling" frequently appeared in the bullet screen. The live broadcast brought about 30,000 fans.
However, there are also obvious deficiencies in the live broadcast on the spot, according to the TMT report, the explanation is not smooth during the live broadcast, and the staff does not know how to extract the lucky bag. After the debut, there is still a certain gap in how you expand your own characteristics and create an IP effect other than "supporters". The final determination of the ownership of the "Lang Stomach Immortal" account will also affect the trend of subsequent public opinion.
Featured reports
Consumer Market Insights under the Comprehensive Digital Development of 2022
QuestMobile released the "China Mobile Internet 2021 Annual Report" to disassemble the impact of digitalization on different groups of people and segments of the consumer market in the industry.
Excerpts from the report:
1. The growth scale of Internet users and the length of network use of the silver-haired population still maintained growth; in addition to the head integrated e-commerce platform, the growth in the use of sinking e-commerce and idle transaction applications in January 2022 was particularly prominent;
2. The beauty industry mainly builds a private domain traffic pool through the official number of KOL of each platform, and the channel composition of the food and beverage industry is more diversified;
3. The integrated development of multi-platform KOLs has become the main way of brand digital marketing in order to maximize the effectiveness of content marketing.