Recently, Douyin e-commerce has frequently introduced new regulations, which has caused strong dissatisfaction among merchants. In April, the platform issued new regulations to crack down on counterfeit sales, and a large number of suspected counterfeit merchants were punished and even their stores were closed. The merchant reported that the punishment was too heavy and there was no way to appeal. Subsequently, Douyin implemented a low-price strategy, forcing merchants to continue to reduce prices and promotions.
Under the double pressure, the profits of merchants are getting thinner and thinner, and it is difficult to operate. Industry insiders pointed out that the new regulations of the platform are out
Taiwan is frequent, the rules are constantly changing, and small and medium-sized businesses have difficulty coping. It is recommended that the platform fully consider the demands of merchants and achieve a win-win situation with merchants.
At the beginning of April, Douyin e-commerce issued the "Detailed Rules for Merchants - Selling Counterfeit/Pirated Goods" to clearly crack down on the sale of counterfeit goods. According to the detailed rules, the sale of counterfeit or pirated goods will face penalties such as removal of goods, freezing of store payments, and deduction of security deposits. Since then, a large number of suspected counterfeit merchants have been investigated and punished, and some stores have been directly banned.
According to the merchants, the punishment of the platform is too heavy, the deposit and payment are frozen, and the loss is huge. According to industry insiders, after the anti-counterfeiting crackdown, Douyin cleared a large number of merchants, some of whom paid more than 100,000 yuan and suffered heavy losses.
Merchants reported that the rules of Douyin e-commerce are updated frequently, and it is difficult for old merchants to parry. Products that could be made last year may be banned this year.
Platform regulations change too quickly for merchants to adapt. There are also merchants who report that the platform does not grasp the punishment properly, and the punishment results for the same violation vary greatly. For example, if you make a mistake in the category of goods, you will be fined 5,000 yuan at least and 20,000 yuan at worst. Merchants complained that the flat punishment was too arbitrary and lacked fairness and justice.
In addition, Douyin e-commerce has fully implemented the low-price strategy this year, organizing special activities to promote low-priced goods, forcing merchants to continue to reduce prices and promotions. According to the platform's regulations, low-priced products are easier to get traffic recommendations and displays.
According to merchants, Douyin's low-price strategy has directly compressed profit margins, especially for small and medium-sized businesses. Some commentators believe that Douyin e-commerce is gradually aligning itself with Pinduoduo, transforming traditional e-commerce, and using low-price promotions as the main means to compete for users.
Experts pointed out that the platform does need to continuously improve the rules and regulations, crack down on violations of laws and regulations, and maintain ecological order. However, changing the rules too frequently and arbitrarily to blackmail merchants with heavy penalties is not conducive to the healthy development of the platform ecosystem.
It is recommended that the platform fully listen to the opinions of merchants and formulate fair, reasonable and operational regulations. At the same time, the low-price strategy can be used as one of the means, but it is too low-price promotion-oriented, which will also damage the long-term interests of the platform. The platform should take into account the demands of merchants and work with merchants to promote the progress of the industry.
All in all, Douyin's new e-commerce regulations have been introduced frequently, the penalties are too heavy, and the low-price strategy has squeezed merchants, resulting in widespread dissatisfaction among merchants. As an industry leader, Douyin should take the lead in abiding by business ethics, treating merchants fairly, and coexisting with small and medium-sized businesses instead of monopolizing resources.
Only by allowing merchants to get reasonable returns on the platform can we truly achieve a win-win situation for the platform and merchants. Otherwise, the merchants will be lost, and the platform itself will be difficult to sustain. It is hoped that Douyin e-commerce can fully listen to the voices of merchants, rationally formulate fair and just rules and regulations, and cooperate with the majority of merchants for win-win and common prosperity.
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