The main contents are as follows: In order to reduce the continuous impact of repeated delivery on consumers' shopping experience, the platform is expected to strengthen the management of repeated delivery of goods from April 6, including intercepting the release of goods and cleaning up repeated delivery of goods in stores.
How to understand this governance announcement? What should Tik Tok's shop do? Let's have a look!
Many merchants may ask: Why does Tik Tok want to crack down on duplicate distribution?
The official reason given by Tik Tok is that the existence of duplicate goods in shops is not only unfavorable for consumers to obtain historical preferential data of goods, but also greatly increases the operating costs and commodity management costs of businesses.
The platform does not encourage merchants to create multiple links to the same product in the store. The platform will not only remove the related commodities from the shelves of the repeatedly delivered commodities, but also impose penalties such as banning the related commodities.
In fact, the reason why Tik Tok wants to strengthen the governance of this phenomenon is essentially because it violates the platform rules.
Because merchants occupy the position of searching for goods on the platform, and there may be so many links in repeated distribution of many goods that there is no sales, but each link may make one or two sales. But this is actually sales made through abnormal channels!
In other words, the repeated distribution of goods in Tik Tok store is carried out under the premise of opposing the platform rules, so this matter is definitely not allowed to be done for a long time.
If the merchants have been doing shops according to the practical methods of our team, there will be no problem of repeated distribution.
Because this problem is that some violent ways of opening stores encourage businesses to repeat the distribution of goods, that is, you can put a product in the store and put a bunch of links to get search traffic.
However, whether it is our 1.0-3.0 gameplay or the current 4.0 gameplay, our product selection method does not recommend this. We basically do not have this problem.
If you are still worried about being punished, we can follow the following steps when putting goods on the shelves:
1. When putting goods on the shelves, set "Skip copied goods" in advance, which can effectively avoid repeated delivery caused by two collections in the same link.
2. Products that have been put on the shelves in the store also need to be copied and tested; Open the software and find "Duplicate Distribution Detection" on the home page. Check the commodity status of "goods on the shelf", the title similarity of "above 90%" and "same article number";
Then click Test. After screening, you can get the test results in about one minute. Next, check the situation of the same product, and check to delete one of the two same products that is not sold.
3. When looking for someone to bring goods, for example, if you are looking for three people, don't put the three links on the same product; If talents require different prices, you can use the exclusive price of talents in the background of Tik Tok store and set different prices for three talents.
Of course, if you want to set different links for the same product during operation, is there any solution? The platform also gives a detailed solution.
Finally, I sorted out some common questions about this kind of repeated allocation. Details are as follows:
Q: When did the platform start to control repeated distribution?
A: On April 6, the platform is expected to take measures against repeat delivery merchants, including intercepting delivery and cleaning up repeated delivery goods in the store.
Q: What are the benefits of merchants using single product links?
A: It is convenient for merchants to manage goods in a unified way. At the same time, sales volume and evaluation will focus on single-linked goods, which is convenient for users to obtain favorable information about goods.
Q: For the same product, because people need to have exclusive titles, adding different people's names to different product link titles is considered as repeated distribution?
A: If the goods are repeatedly distributed, the merchants can take advantage of the talent-specific price function to bring the goods to different talents.
Q: The main picture, details and price of the same product are the same, but different links correspond to different SKUs. For example, one link of a product has only six SKUs, and the other link has 12 SKUs. Is it a duplicate allocation behavior?
A: It is not repeated delivery, but it is suggested to set up different SKUs in one link to accumulate data on commodity sales and consumer praise, which is more conducive to transformation.
Q: Two identical product links, if one link is removed or deleted, will the other link be considered as repeated distribution?
A: No, repeated delivery is only for online goods.