On behalf of Taobao, we will talk about the consequences of disorderly operation of SKUs today.
A long dike will collapse because of an ant-hole in it; A hundred feet room is burned with smoke from a gap. As for Taobao violations, many people have the impression that they are selling fake goods, making false transactions, and returning favorable comments. Therefore, many people can avoid such violations. However, some minor operations on Taobao may also lead to violations, which may lead to power reduction. So we should pay more attention to some details.
Recently, some sellers told me when they were looking for a SKU: Why did the traffic decline a lot after I filled in a SKU?
In fact, this is also a problem many sellers have encountered: a popular baby suddenly ran out of stock, but they didn't want to take the popular link off the shelf, so they replaced one SKU in the link with another similar baby. However, the number of visitors who found this baby did not increase, but the number of visitors to this baby decreased significantly.
In fact, this is a typical cheating of changing babies. What is worth the seller's attention is that under the new rules, once the baby change occurs, the seller's goods will be deleted. At the same time, depending on the severity of the violation, merchants may face such penalties as search shielding, off shelf or deletion of all goods in the store, store shielding, extension of transaction accounting period, restriction of releasing goods, store supervision, etc.
Therefore, we must be cautious about filling or deleting SKUs, and we will tell you later how to modify them without reducing their power. Before that, I would like to tell you about the violations of "changing babies". After reading the rules, we can avoid many risks accordingly.
1、 What is exchange for treasure
As for the definition of "exchanging treasure" by Taobao's agent operation, in the case of information circumvention by spamming rules, article 4 "changes the commodity elements of another commodity by editing key attributes such as commodity category, brand, size, etc.". To put it simply, the products sold by merchants before and now are not the same product. It includes but is not limited to the following types:
1. Modify commodity A into commodity B of completely different categories
2. Modify commodity A into commodity B of completely different brands
3. For the mobile phone category, change Product A to Product B of completely different sizes, or change the refurbished machine to a new one.
2、 Illegal punishment of "changing baby"
What kind of punishment will businesses face in case of changing babies? Under the new version of the rules, once the merchant violates the rules, the commodity will be deleted. Depending on the severity of the violation, the merchant may face the punishment of search shielding, off shelf/deletion of all commodities in the store, store shielding, extension of transaction accounting period, restriction of releasing commodities, store supervision, etc.
3、 Case Study of "Changing Babies"
1. The merchant Xiao Li was selling iPhone 6 in August this year. When iPhone 7 came into the market, he directly changed the product information of iPhone 6 to iPhone 7;
The interpretation of Taobao's agency operation shows that this behavior is against the rule of changing babies. The iPhone 6 and iPhone 7 are two products of different sizes;
Correct way: After the iPhone 7 is launched, it should be released as a separate new link.
2. The merchant Xiao Wang has been creating a popular moisturizing mask A, but in the later stage, due to supply chain problems and other problems, he could not continue to sell this mask, so Xiao Wang directly replaced the information of this moisturizing mask A with another whitening mask B;
The interpretation of Taobao's agency operation shows that this behavior is a violation of changing babies, and mask A and mask B are two different masks;
Correct way: Since the moisturizing mask A cannot continue to be sold, the merchant needs to take the product off the shelf, and the mask B will be released with a new link.
3. The merchant posted the bed and tissue in the same product link, and later deleted the sku of the tissue, leaving only one sku of the bed;
The interpretation of Taobao's agency operation shows that this kind of behavior is a violation of changing babies, and the category of goods sold has changed;
The right way: tissues and beds are published as separate product links.
Having said the rules, I will tell you what kind of SKU cannot be modified, and how SKU can modify the traffic will not be lost. Because there are many kinds of SKUs, the following are just examples of color and size:
1、 The following modifications are made for the original product without color or size distinction
1. Add color;
2. Increase size;
3. At the same time, increase the color size.
The modification of the above three cases will affect the weight of the product link, reduce the weight, and even be taken off the shelves in serious cases.
2、 The following modifications are made when the original product has color but no size distinction
1. When adding color, the weight value of the original product link does not change;
2. Deleting the previous SKU color will reduce the corresponding keyword search ranking;
3. When the size is increased, the weight value of the original product link will change, which will reduce the weight, and in serious cases, it will be taken off the shelf.
3、 The original product is modified as follows without color and size
1. When the color is added, the weight value of the original link connection changes, which will reduce the weight, and in serious cases, it will be taken off the shelf;
2. When the size is increased, the weight value of the original product link does not change;
3. Deleting the previous SKU size will reduce the corresponding keyword search ranking.
4、 The following modifications are made when the original product has color and size
1. When adding color, the weight value of the original product link does not change;
2. Deleting the previous SKU color will reduce the corresponding keyword search ranking;
3. When the size is increased, the weight value of the original product link does not change;
4. Deleting the previous SKU size will reduce the corresponding keyword search ranking.
I hope it will be helpful to you. If you are still unclear, please contact Qingdao Yiya Network.
Taobao agent operation //www.qdyy86.com/a/zixun/gongsidongtai/2018/1205/253.html
