Tmall is serious about rectifying the chaos in e-commerce, these merchants should be careful

As China's leading e-commerce platform, Tmall has recently taken strict measures to rectify the chaos in e-commerce, especially the "duplicate distribution" behavior of merchants. This action not only shows Tmall's determination to maintain a fair competition environment on the platform, but also indicates that the e-commerce industry will face stricter standardized management.

Recently, the e-commerce industry has been in a state of turmoil. On the eve of the country's "rectification" of e-commerce, Tmall took the lead in waving the banner of rectification, targeting the "duplicate distribution" behavior that merchants hate. This move not only demonstrates Tmall's determination to maintain a fair competition environment on the platform, but also indicates that the e-commerce industry is about to usher in a more stringent standardization wave.

The new regulations issued by Tmall this time against duplicate distribution have unprecedented penalties. According to the regulations, the penalty for each illegal product is as low as 500 yuan, and in serious cases it is as high as 5,000 yuan. Such punishment measures will undoubtedly deal a heavy blow to illegal merchants, and also sound a warning bell for other merchants.

So, what is duplicate distribution? Simply put, it is the behavior of merchants selling two or more of the same product in a store at the same time, or opening two or more stores to sell the same product. This behavior was once seen as a "shortcut" to increase product exposure and sales, but as platform traffic peaked and competition intensified, its drawbacks gradually became apparent.

The reason why Tmall has cracked down on duplicate distribution is that it has indeed destroyed the fair competition environment in the market to a certain extent. Some merchants obtain more traffic and exposure opportunities through duplicate distribution, thereby squeezing the living space of other compliant merchants. In the long run, this will not only harm the interests of consumers, but also affect the healthy development of the entire e-commerce industry.

However, for merchants, repeated distribution of goods is not without benefits. In the past, repeated distribution of goods was once regarded as an effective marketing method that could help merchants increase product exposure and sales. Especially during the Internet traffic dividend period, repeated distribution of goods made merchants and platforms profitable.

But now, with the peak of platform traffic and the increasing diversification of consumer demand, the disadvantages of duplicate distribution are gradually exposed. It not only affects the browsing experience of buyers, but also causes merchants to lose some transaction opportunities. More importantly, it will also cause trouble to other merchants and undermine the fair competition environment of the entire platform.

In this context, Tmall has stepped up its crackdown on illegal behaviors such as duplicate distribution. This is not only a punishment for illegal merchants, but also a regulation for the entire e-commerce industry. Tmall hopes to improve the consumer experience through these measures and create a fair and good business environment for merchants.

In addition to the new regulations on duplicate distribution, Tmall also issued penalties for false transactions (brushing orders). This regulation also shows Tmall's determination and strength in combating illegal behaviors. False transactions such as brushing orders not only harm the interests of consumers, but also undermine the trust foundation of the e-commerce industry. Tmall uses strict punishment measures to curb the occurrence of these behaviors, which helps maintain the normal order of the e-commerce market.

It is worth mentioning that these measures taken by Alibaba are not isolated. Behind them are not only regulatory pressures, but also Alibaba's own need for change. With the continuous development and intensified competition in the e-commerce industry, the platform needs a more standardized market environment to support its sustainable development. Therefore, Alibaba has taken these measures to enhance the competitiveness and attractiveness of the platform and create a better trading environment for merchants and consumers.

Faced with the strict regulations of platforms such as Tmall, merchants need to pay more attention to compliance operations. Only by continuously improving the competitiveness of products and stores can they win development opportunities in the increasingly fierce competition. At the same time, merchants also need to change their past marketing ideas and seek more legal and compliant ways to improve sales performance.