Tmall agent operation: what should we do if we reduce power in violation of regulations? The right finding method can quickly restore weight

With Taobao's increasing efforts to investigate and deal with various violations, many sellers dare not commit crimes against the wind. However, when seeing that the traffic and sales volume of other stores are much higher than that of their own, some sellers will choose to make a fight rather than suffer losses in traffic and ranking. But they will be investigated and punished before they get the return they want, which will drag down the whole store. It can be said that once the shop reduces its power in violation of regulations, the attack will be fatal.
Once the power is reduced, how to take remedial measures during the period of power reduction? Today, I will talk to you about it.
1、 Different punishment results for different violations
First of all, we need to know that according to the severity of violations, Taobao gives different punishments from warning, deletion of sales evaluation to deduction of points, and the most serious punishment of closing stores. Let's take the most common false transaction as an example to tell you the criteria and handling rules for different violations.
1. Order confirmation and receipt transaction risk assurance
This is because there are some treasures in the store whose sales growth rate is too fast in a short time, such as a large number of early receipts or problems in the after-sales link, which are detected by the system as abnormal. There are two cases:
(1) Risk assurance of order confirmation and receipt transaction: within 15 days (360 hours) from the successful time of the transaction, the order transaction amount will be the unusable balance in the seller's Alipay, and will be automatically released upon expiration (if the consumer initiates after-sales rights protection, the amount will continue to be the unusable balance, and the ownership of the money is subject to the rights protection judgment result). Please pay attention, At present, the amount in the fund protection cannot be unfrozen in advance, and no appeal is supported. During this period, any operation of the store will not be affected
(2) Risk assurance of order confirmation receipt transaction (3 days): within 3 days (72 hours) from the successful time of the transaction, the order transaction amount will be the unusable balance in the seller's Alipay, and will be automatically released upon expiration (if the consumer initiates after-sales rights protection, the amount will continue to be the unusable balance, and the ownership of the money is subject to the right protection judgment result). Please pay attention, At present, the amount in the fund protection cannot be unfrozen in advance, and no appeal is supported. During this period, any operation of the store will not be affected

2. Receive false transaction reminder:
If you receive this reminder, it means that the system has known that you have violated the rules, but does not want to catch you and give you a chance, but this does not mean that we can take it lightly. During the physical examination of the order, we prompt that there are orders with false transactions. At this time, if you choose not to clean the order, there is no need to appeal within the validity period of order cleaning. Taobao will check the order that has not been cleaned again within 7 days after the validity period of the cleaning. If the order is suspected of false transactions, Taobao will give corresponding punishment. You can appeal within the specified time after receiving the reminder. The specific appeal time and voucher are subject to the prompt on the appeal page.

3. Delete sales volume and evaluation
This punishment is generally due to the release of low price goods (the payment price of a single product is 30% lower than the Buy It Now price and the payment amount is less than 5 yuan) or the existence of orders in the order that the system cannot directly determine whether it is a brush order. The former is generally not punished, and the latter may be an exception caused by the rapid growth of the store's recent order volume. If it does not conform to the logic rules of Taobao's sales volume, it can be corrected according to the regulations.

4. Deduct points:
Once the system determines that you have violated the rules and the degree of violation is very serious, our store will be punished by point deduction.
The score deduction will not only affect the ranking of goods in the store, but also have other effects according to your score deduction:
2 points will be deducted for general violations: participation in official marketing activities will be restricted for 90 days. (Please refer to the requirements of each activity for details)
12 points will be deducted for general violations: the store is blocked for 7 days, and the goods cannot be edited during the shielding period. In addition, participation in official marketing activities is restricted to 90 days. (Please refer to the requirements of each activity for details)
In case of general violations, 48 points will be deducted: the store will be blocked for 28 days, during which the goods cannot be edited. In addition, participation in official marketing activities is limited to 730 days (some activities have special requirements, which shall be subject to the prompts at the time of registration). Direct train and diamond booths can only apply for joining after 365 days of points deduction for such violations.
48 points for serious violations: the store will be permanently frozen after 30 days and cannot open again

2、 Different types of products have different remedies:
When the baby has violated the regulations to lower its power, we should take remedial measures according to the different types of babies
1. Remedies for the reduction of rights due to explosive payments:
The popular money is also the money pushed by the store owner. Once the right is reduced, it means that the flow of the store is cut in half. If it is not well maintained at this time, it will be difficult to do it again when the punishment period is over. Because the baby is punished, the through train must not be opened at this time, so the traffic entrance of our baby is naturally restricted. At this time, we should find ways to keep the traffic of the punished baby and try to eliminate the adverse effects. At this time, you can design some powerful marketing activities and try to pull up the sales volume to minimize the loss.
A. Intensive promotion activities: at this time, we can forget about profits, so as to continue to attract traffic during the punishment period, we can increase the discount margin a little more than usual activities, and clearance activities and time limited second killing activities can be done. In addition, customers can be encouraged to collect and buy more, or old customers can be allowed to buy directly from "purchased goods", which can not only ensure sales during the right reduction period, but also ensure the repurchase rate of old customers. After the right reduction, unexpected gains may be obtained.
B. Increase the exposure of the baby: because the traffic entrance of the baby is limited during the punishment period, what we need to do is to increase the exposure. By using package matching, related marketing and other methods, we can display the baby at the prominent positions of the store (such as the home page, the top of the details page of the unaffected baby, etc.), so that buyers can notice our baby at the first time. At the same time, make good use of WeChat Taobao, not only to send pictures and texts, but also to send buyers' sense of existence. In addition to updating, capturing recent hot spots and combining with the release of their own treasures in the store can easily introduce traffic to the store. If you add WeChat Taobao interactive activities, you can not only better maintain fans, increase fan stickiness, Activities can be used to promote the baby who has been demoted to gain benefits for the store and increase the transformation of the store.

If the baby link has been deleted, what we can do is repackage the deleted baby into a new product and put it on the market, so as to maximize the weight of new products and get support from Taobao search engine.

2. Remedies for low passenger price products: Generally, products with low customer price have low requirements for the crowd, and the stickiness of old customers is not very high. At this time, we will resolutely take illegal products off the shelves in time and repack them into new products. What you need to do is to discard the previous title or keyword, or even the main image and details page, and re create the title! Redo the first picture! Redo the detail page! Remember the title and pictures must be done by yourself! Do not copy the titles or pictures of other high sales babies, and do not upload them directly using data packets. Only by doing it yourself can you find out the selling points of travel alienation and highlight the advantages of babies. Let the search engine think that this is a new baby, maximize the weight of new products, and obtain the support of Taobao search engine. Add related marketing to other drainage funds of the store, increase the exposure of new products, and achieve the purpose of rapid drainage and transformation.

3. Remedies for high passenger price products:
For products with high customer price and high customer price, due to the high requirements for the crowd, once the blind operation disrupts the crowd label, the flow accuracy will be greatly affected. What we need to do is to make good use of the old customer resources in the store, notify the old customers through SMS or other ways, inform the store that there are activities, and the old customers can enjoy the new product discount, and promote the store transaction.

3、 How to keep the comprehensive weight of stores after violations
Now that the authority has been reduced, many operations will be affected. At this time, we should try our best to maintain the comprehensive weight of the store during this period, minimize the impact, and recover quickly after the end of the authority reduction.
1. Optimize store internal skills:
Once a baby in the store is demoted, not only the baby but the whole store will be affected. Take advantage of the actual situation of low traffic during the period of demotion, targeted baby in the store will be optimized.
First, check and exclude other points that are easy to be caught in violation, such as whether there are forbidden words in the title, whether the main picture embezzles other people's pictures, and whether there are violations described on the details page; Then optimize the title or picture of the baby, and replace the keywords without traffic. The core words of the baby are not static, and the core words of the baby are different at different stages. It is necessary to make corresponding adjustments in time according to the changes in market data, so as to continue to drain. Reorganize the selling points of the baby, and strive to explode the baby again after the end of the right reduction period. It should be noted that the scope of modification should not be too large, so as to avoid the hidden degradation of power during the review period.
2. Keep the ranking of the store level, and do not let the level decline:
As mentioned earlier, the level of the store determines the upper limit of the traffic you can obtain. If you keep the level down at this time, it will be more difficult to pull it back after the power reduction.
Generally speaking, the baby who has been demoted has no natural search traffic, and cannot drive a through car for promotion. But this doesn't mean that other babies in the store can't drive the through car either. At this time, we can use other babies in the store to drive and promote, increase the budget for your baby's natural drainage words and transaction words through the through car, try to make up for the lost traffic, and keep the level of the store.
3. Improve the DSR score of the store
To continuously improve the DSR score of the store is to find ways to improve the comprehensive quality score of your store, so as to ensure that you can make up for the lost comprehensive weight as much as possible.
To improve the DSR score, we can improve the buyer's purchase experience through various ways. Attach gifts in the package. The value of the gifts should be within the range of your own ability. It is better to have some connection with our baby. For example, those who sell food can attach trial packs, and those who use color cosmetics can attach small gifts such as makeup mirrors, so that customers can feel your sincerity; Improve package packaging, select efficient and fast logistics companies, and win customers' favor in logistics.
4. Maintain the refund rate
In normal times, the impact of the refund rate on the store may not be particularly great, but if the refund rate is too high during the right reduction period of the store, it will undoubtedly make the store worse. Therefore, during the right reduction period, we must keep the refund rate, and do not let the refund rate become the last straw to crush the store.