In another year, it will be 3 15, and these taboos of Taobao store operation can't be touched!

More than half a month will be the famous "holiday" in China. Every year, "3 15" from CCTV to media at all levels will expose some enterprises and behaviors that infringe on consumers' rights and interests, making some people fidgety. Although 3 15 hasn't arrived yet, corporate public relations personnel and major e-commerce platforms such as Taobao and JD.COM are as sensitive to this festival as Chinese New Year. Once there is a problem with a brand's goods, all e-commerce platforms will block all the goods sold on the platform at the first time. Therefore, before 3 15, all platforms will increase their monitoring efforts. As sellers, friends need to know how to reduce risks and not be seen through. We can check ourselves from the following angles to see if we have played the edge ball.

First, product quality law, product identification law, counterfeiting, product identification is unqualified.

These shoddy and shoddy products are illegal whether they are sold through offline traditional channels or online e-commerce channels. There is no doubt that counterfeit and shoddy goods are not allowed to be sold in all e-commerce platform stores. Sellers need to purchase goods from regular distributors and manufacturers, and require distributors and manufacturers to provide enterprise qualifications and commodity qualifications, such as quality inspection reports and production and business licenses, and conduct quality inspection on all goods put on shelves and put in storage.

Quality assurance is the top priority of all sellers. You can check the quality of each batch of goods by sampling. It is well known whether the food has gone bad or not and whether it is within the shelf life. Be sure to pay attention to the details when checking. For example, the tag of clothes indicates that the cotton content is 78%, but the platform only checked 30%, so it will be punished. I may feel wronged for the seller of the dealer. I can't send every batch of goods produced by the manufacturer for inspection. It's the manufacturer's problem, not the operator's. However, as an e-commerce operator, it is necessary to endorse the goods sold, which requires sellers to have stricter control over the selection of goods on the shelves, purchase channels, quality inspection and other aspects, and establish a system and standard for commodity quality control.

Second, the advertising law: self-examination of false propaganda and exaggerated propaganda

Sellers are particularly prone to complain that photos do not match the real thing, or exaggerate the functions of the goods. It is suggested that when making advertising pictures and details, businesses should explore the selling points of goods and avoid promoting functional or extreme words.

At present, the banned extreme advertising words are as follows:

Three. Infringement of intellectual property law, patent law and trademark law

1. Don't exaggerate the publicity:

For example, medicines, skin care products and foods exaggerate their efficacy, or are beyond the scope of consumption/use, such as "immediate effect", "instant white" and "homology of medicine and food", especially health foods, so we should treat them with caution in efficacy.

2. Identification specifications:

With more and more consumers paying attention to food safety, sellers must check whether the labels conform to the specifications (including food additives, ingredients, shelf life, production date, storage method, content, manufacturer information, QS, etc.) in advance when selling food. Imported products must be labeled in Chinese when selling in China. For example, imported wine will be marked in Chinese on the original label, indicating the country of production, place of origin, manufacturer, grape variety, shelf life, wine and so on.

3, product pictures are taken, pictures can not be stolen.

For small and medium-sized sellers who don't know much about photography skills, they can read more and learn more, analyze the product drawings and details of top shops in the industry, and make good use of them. If you really shot it yourself, you need to have the original photo or psd before you can complain.

4. The patent applicant can't use it at will.

Founder font has applied for patent, and has been taken back by licensor in the whole network. Artists should pay attention to avoid using square fonts when designing pictures. For example, some small fonts in business details refer to Founder fonts. Even if the picture has been deleted or the font has been changed after the complaint, if the page is saved, the authorization fee will not be paid in time, and if the lawsuit is brought to the court, it will definitely lose.

5. The registered product name or design cannot be used at will.

For example, Hetian Yuzao has registered a trademark and cannot be used in titles and pictures.

6. In particular, cross-border e-commerce needs to pay more attention to the protection of intellectual property laws. European and American countries implemented intellectual property law earlier and have a deeper understanding of intellectual property protection, so they should pay special attention to the investigation.

4. Whether the store's qualifications are complete and whether all qualifications are within the validity period.

In addition to business licenses, different industries have special qualifications. If the food industry needs a food safety production license. Of course, if you provide fake documents, you will be stopped and retired by the platform.

There is also the most critical qualification-power of attorney. If there is no brand power of attorney, the brand should not appear in the title and details, otherwise, systematic investigation, brand complaint or being reported will definitely be punished without power of attorney and purchase invoice. If the qualification is imminent, prepare for the extension formalities in advance to avoid the expiration of the platform audit qualification, and the system will automatically remove the shelf or close the store.

5. Are there any goods that are not allowed to be sold in China or on the Internet?

For example, prescription drugs are prohibited from being sold through online channels. Tobacco is also banned from being sold online. Of course, e-commerce channels are also not allowed to sell goods that are prohibited by national laws from being sold in circulation or designated.

Six, prohibit false transactions, brush praise.

The e-commerce law stipulates that it is forbidden to brush the bill and brush the praise. All platforms have strengthened the system of investigating and dealing with false transactions. Deleting links is the minimum penalty, and serious brushing will lead to the closure of stores. If sellers encounter difficulties in promoting new products, they can use their old customers to try these new products first, improve the repurchase and experience of old customers, and help new products open up sales, killing two birds with one stone.

Of course, the above six items are investigated and dealt with in accordance with the illegal acts prohibited by laws and regulations, and are also investigated and dealt with in accordance with the rules of the platform. For example, the product drawing should be the same as the physical object, so as to avoid big differences in the process of retouching, such as the color difference that often occurs in clothes sales. All major platforms have clear scores on the degree of conformity with the physical object.

Dear sellers and friends, in addition to checking the pages and details of their stores one by one, you also need to train customer service to avoid disputes caused by improper answers. However, in this sensitive period, we must resolutely avoid adopting the attitude of "spending money to eliminate disasters" and "letting things go" and compromise with professional bad reviewers who are malicious in counterfeiting. Judging from the results of several cases tried by the court, the behavior of "counterfeiting", such as frequently buying dozens of goods, then reporting or complaining to the relevant departments with defective labels, or suing the court for compensation of 10 times, will no longer be supported by the court, and "counterfeiters" will face the result of losing the case with a high probability. The court is also gradually restricting the for-profit counterfeiting behavior of professional counterfeiters.

During the period of 3 15, not only the review of e-commerce platforms was strengthened, but also consumer complaints were strictly investigated throughout the country. These so-called "professional counterfeiters" extort loopholes from sellers. It is said that they will mainly exploit loopholes from these aspects: 1. Start with customer service, such as invoice problems; 2. Start with advertisements and details, such as forbidden words in extreme language; 3. Trademark or picture infringement; 4. Price fraud.

According to the six special terms of Bian Xiao mentioned above, the seller checks whether there are any mistakes and corrects them in time. These people usually like information. Don't expect to compromise with a professional counterfeiter once and for all. Once compromised, others will follow suit.

The premise of not giving others the opportunity to blackmail is to do your own shop well enough, and 3 15 will come to you. What can those villains do to you?