Businessmen Look At The Latest 3 Major Changes In Tmall Brand Management.

According to incomplete statistics,

More than 50 enterprises have started the IPO plan internally, and it is understood that Tmall's recent adjustment of brand management has also increased. The important rules are sorted out as follows:

Terminating the "mistaken" brand

Specifically, if the brands run by businesses are in the following circumstances, Tmall will terminate the brand's operation in Tmall:

(1) the brand merchandise has been proved to be inconsistent with the mandatory quality standards of the state after two checks.

(two) the brand in Tmall adopts a specific way to judge the counterfeiting of other trademarks, commodity names, packaging and decoration, enterprise names, product quality marks, etc., or easily lead to confusion and misidentification by consumers.

How can we easily detect and judge consumers' confusion and misunderstanding?

According to the official interpretation of Tmall, it will grab the target brand and merchandise through manual investigation or system investigation. Meanwhile, it will investigate the abnormal brand and commodity data from the brand LOGO pictures, commodity pictures, traffic behavior, evaluation data, after sale data and so on, and will grab the brand or merchandise suspected of counterfeiting others trademarks, commodity names, packaging and decoration, enterprise names, product quality marks, etc.

The abnormal data (including brands or commodities) captured by manual investigation or system investigation will be handed over to the public to decide whether a particular brand or commodity constitutes confusion. Based on the final confusion judgment conclusion of mass review, it is determined whether the brand or commodity constitutes a consumer confusion.

If the brand and merchandise of a business are judged by Tmall to be easy to lead to confusion and mistaken recognition, Tmall can decide whether to disclose the basis of judgement according to the level of the trade secrets involved.

However, in view of the "early warning model" system and the probability algorithm of public review are the core business secrets of Tmall, Tmall only needs to inform consumers of the conclusions that easily lead to confusion and mistaken recognition, without disclosing the basis of judgement.

Businessmen think Tmall's decision is wrong, businesses can provide Tmall with complaint documents to appeal.

However, the conditions for the establishment of the complaint have been deleted by Tmall in the latest rules.

(the original condition of the complaint is that a businessman can prove that his trademark and other elements are used to cause consumers' confusion to have a reasonable reason or can be attributed to the confusing party, for example, if the trademark of his brand is earlier than the trademark of the other person, it can provide the first registration certificate.

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Relax

Requirement

Some categories of investment standards in 2016, Tmall also made some adjustments.

It is understood that this adjustment involves clothing, footwear, bags, sports outdoor, jewelry accessories, cosmetics, home furnishings, furniture, home textiles, services category (decoration design / construction / supervision), automotive and accessories categories.

These main categories, originally required to open a shop, must be established for two years or more, and the brands to be settled should meet the conditions of no pfer within two years.

Now these requirements have been lowered, and the "hole" of brand pfer has been liberalized.

Some analysts believe that the adjustment of Tmall's investment policy reveals that it wants to expand the scale of the relevant categories of businesses, more open signals, Tmall intends to enter the business in accordance with Tmall's qualification requirements to start the application.

Cancellation of "permanent restriction"

Taobao's China quality market management standard has also been adjusted accordingly.

If branding is done, the brand may not be permanently banned.

Major change points:

1, if the false paction is full of 48 points, the "permanent limit" shall be changed to "730 days are not allowed to be settled".

2, a serious violation of points deducted 12 points, "natural year is not allowed to enter" changed to "365 days from the date of entry into force of punishment will not be allowed to enter."

3, a serious violation of points deducted 12 points, the redeployment time from 6 months to 12 months.