速卖通规则整理

速卖通规则整理 二、搜索排序机制介绍 影响卖家搜索排名的因素很多，简单来说概括为以下五大类: 1.商品的信息描述质量 2.商品与买家搜索需求的相关性 3.商品的交易转化能力 4.卖家的服务能力 5.搜索作弊的情况 (一)商品的信息描述质量 商品信息的如实描述 这是最基本的要求，您销售的是什么样的商品，在商品描述的时候一定要真实、准确的告诉买家，帮助买家快速的做出购买决策。由虚假描述引起的纠纷会严重影响您的排名情况甚至平台网规的处罚。 商品描述信息尽量准确完整 商品的标题、发布类目、属性、图片、详细描述对于买家快速做出购买决策来说都非常重要，务必准确、详细的填写。 1. 标题是搜索上面非常关键的一个因素，卖家务必在标题中清楚的描述清楚商品的名称、型号以及关键的一些特征和特性，帮助买家一看就清楚的知道您卖的商品是什么，从而吸引进入详情页进一步查看。 2. 发布类目的选择一定要准确，切忌将自己的商品放到不相关的类目，不但买家搜到的几率比较小，而且情况严重会受到平台的处罚。 3. 商品的属性填写一定要尽量完整和准确，因为这些属性将帮助买家快速的判断您的商品是不是他们想要的商品。 商品的主图是商品的一个不可或缺的部分，买家更加喜欢实物拍摄的高质量、多角度的图片，因为这些能够帮助他们清楚了解您的商品，从而做出购买决策。 4. 详细描述的信息一定要真实、准确，最好能够图文并茂的向买家介绍您的商品的功能、能点、质量、优势，帮助买家快速的理解。商品图片实物拍摄，美观、整洁、大方的页面排版设计，会吸引买家的眼球，提升您商品成交的机会。 配以高质量的图片展示 我们提倡卖家能够对自己所销售的商品进行实物拍摄，在进行展示的时候，能够进行多角度、重点细节的展示，图片清晰美观，这些将有利于让买家快速了解您的商品，做出购买的判断。 我们严格禁止盗用其他卖家的图片，因为这样做不但会让买家怀疑您的诚信，并且将会受到平台严厉的处罚。如果您的图片被其他卖家盗用，请直接联系平台进行投诉，我们有专人负责受理并严厉处罚盗用图片的卖家。 poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the (二)商品与买家搜索需求的相关性 相关性是搜索引擎技术里面一套非常复杂的算法，简单的说就是判断您的商品在买家输入的关键词搜索与类目浏览的时，与买家实际需求的相关程度，越相关的商品，排名越靠前。 我们在判断相关性的时候，最主要是考虑您商品的标题，其次会考虑发布类目的选择、商品属性的填写以及您商品的详细描述的内容。 以下几点建议有助于您获取更多曝光机会: 1. 标题的描写是重中之重，真实准确的概括描述您的商品，符合海外买家的语法习惯，没有错别字及语法错误，请不要千篇一律的描述，买家也有审美疲劳。 2. 标题中切记避免关键词堆砌，比如:“mp3, mp3 player, music mp3 player”这样的标题关键词堆砌不能帮您提升排名，反而会被搜索降权处罚。 3. 标题中切忌避免虚假描述，比如卖家销售的商品是MP3，但为了获取更多的曝光，在标题中填写类似“MP4/MP5”字样的描述，我们有算法可以监测此类的作弊商品，同时虚假的描述也会影响您商品的转化情况，得不偿失。 4. 商品发布类目的选择一定要准确，正确的类目选择有助于买家通过类目浏览或者类目筛选快速定位到您的商品，错误的放置类目会影响曝光机会并且可能受到平台的处罚。 5. 商品属性的填写完整准确，详细描述真实准确有助于买家通过关键词搜索、属性的筛选快速的定位到您的商品。 (四)卖家的服务能力 除商品本身的质量外，卖家的服务能力是最直接影响买家采购体验的因素，我们期望卖家和平台一起努力，能够将最优质的服务提供给我们的买家。 在搜索排名上面，我们会非常看重卖家的服务能力，能提供优质服务的卖家排名将靠前，服务能力差、买家投诉严重的卖家会受到排名严重靠后甚至不参与排名的处罚，同时也可能会受到平台网规的相关处罚。 我们会重点观察卖家在以下几个方面服务的现: **卖家的服务响应能力 包含在阿里旺旺(TradeManager)以及Contact Now邮件的响应能力上面，合理的保持旺旺在线，及时的答复买家的询问将有助于提升卖家在服务响应能力上的评分。 **订单的执行情况 卖家发布商品进行销售，承诺了发货时间，就应该兑现对于买家的承诺。买家付款后，我们期望卖家能够及时的发货。无货空挂、拍而不卖的行为将对买家的体验造成严重的影响，也会严重的影响卖家所有商品的排名情况，情节严重的卖家所有商品将不参与排序，poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the 当然，在这过程中我们会排除非卖家责任的订单取消的情况。此外，如果为了规避拍而不卖而进行虚假发货的行为，视为欺诈行为，将受到更加严厉的处罚。 **订单的纠纷、退款情况 卖家在发布商品进行销售时，应该如实描述，向买家真实准确的介绍自己的商品，保证商品的质量，避免买家收到货以后产生纠纷、退款的情况。如遇到买家有不满意的时候，应该提前积极主动的与买家沟通、协商，避免纠纷的产生，特别是要避免纠纷上升到需要平台介入进行处理的情况。我们对于纠纷少的卖家会进行鼓励，对于纠纷严重的卖家将会受到搜索排名严重靠后甚至不参与排名的处罚，当然，我们也会排除非卖家责任引起的纠纷、退款情况。 **卖家的好评率 卖家的好评率直接代表着交易结束后买家对于商品、卖家服务能力的评价，是买家满意与否的最直接的体现，请卖家珍视自己的买家的评价情况。我们会优先推荐好评率高的商品和卖家，给予更多曝光机会和推广资源，对于好评率低的卖家进行大幅的排名靠后处理甚至不参与排名的处罚。 在订单的执行、纠纷退款、好评率等几个维度上，我们会同时观察单个商品和卖家整体的表现情况，个别商品表现差，影响个别商品的排名，卖家整体表现差，将影响该卖家销售的所有商品的排名。 (五)搜索作弊的情况 对于搜索作弊骗取曝光机会、排名靠前情况，平台在后续将逐步完善并加大清理、打击力度，还卖家一个公平竞争的环境，保障我们买家的搜索体验。在这一点上平台方向明确，信心坚定，处理决不手软，请卖家朋友们和平台一起来维护一个公平、有序的市场环境。 对于搜索作弊的行为，我们会进行日常的监控和处理，及时清理作弊的商品，处理手段包含商品的排名靠后、商品不参与排名或者隐藏该商品，对于作弊行为严重或者屡犯的卖家，会进行店铺一段时间内整体排名靠后或者不参与排名的处罚，特别严重者，甚至会关闭帐号，进行清退。 常见的搜索作弊行为如下: (下面只是简单列举作弊及简单说明，部分的作弊行为已经开始处理，详情参考相应的网规或公告) 1.黑五类商品的乱放 订单链接、运费补差价链接、赠品、定金、新品预告等商品作为特殊商品存在于网站上面，但没有按规定放置到指定的特殊发布类目中。 poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the 2.重复铺货骗曝光 卖家将同一件商品恶意发布为多个商品进行 销售。 点击查看【速卖通重复铺货规则解析】 3.重复开小帐号抢曝光 卖家恶意注册多个帐号发布相同商品进行销售。 4.商品标题、关键词滥用 在商品的标题、关键词、简要描述、详细描述等处设置与商品本身不相关的品牌名称和描述用语，吸引更多买家注意或误导买家浏览自己的商品。 5.商品发布类目乱发 将商品发布在不合适的类目中或设置错误的属性会影响网站产品类目列表以及属性筛选的准确性，进而影响到买家的搜索采购体验。 6.商品超低价骗曝光 卖家发布偏离商品正常价值较大的商品，在默认和价格排序时，吸引买家注意，骗取曝光。 7.商品价格与运费倒挂 卖家以超低价格发布商品，同时调高运费价格，吸引买家注意，骗取曝光。 8.发布广告商品 以宣传店铺或者其他商品为目的，发布带有广告性质的商品，吸引买家访问，但不进行真实的销售。 9.商品销量炒作 以提升商品的累积销量为目的，利用先卖低值商品，后转卖高货值商品以及虚假交易的方式提升商品的累积销量，误导买家。 10.卖家信用炒作 信用评价并非基于真实的交易体验，而主要是为了提高会员的信誉作出评价或接收评价的行为。 在此提醒卖家朋友们，千万不要抱着侥幸的心理去尝试作弊提升曝光和排名，也不要去模仿其他卖家已有的作弊行为，诚信经营，长远发展才是根本。平台目前不是无法识别这些搜索作弊的行为，只是在分步骤实施清理和打击，并且对历史的作弊行为会进行追溯和清理，希望有作弊行为的卖家停止违规的操作并且自发的清理相关的商品。 具体的作弊行为的定义请见相关的网规: 【全球速卖通平台信息发布规则】 【全球速卖通平台“特殊类商品”管理规则】 【全球速卖通平台“更换产品”行为规范】 【速卖通重复铺货规则解析】 poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the 三、搜索处罚调控的常见手段 搜索处罚调控的手段作用于卖家的单个商品或卖家的所有商品，根据违规的情节的严重程度在力度上也有所区别，主要有以下三种手段: **搜索降权、排名靠后: 一定时间内单个商品或卖家的所有商品的排名较之前有较大幅度的下降，甚至全部只出现在任何关键词搜索结果的最后。 **搜索屏蔽、不参与排名: 一定时间内单个商品或卖家的所有商品在搜索结果中不出现。 **搜索过滤、商品隐藏: 在买家搜索时，默认不展示相应的商品，点击特殊链接后展示。 四、AliExpress搜索排序未来方向 Aliexpress的排名算法一直在优化，宗旨就是让真正诚信的卖家能有更多的回报，让买家有更好的体验，相信在这一点上和绝大多数卖家都是一致的。 后续我们仍然会本着买家的搜索体验第一，更加看重商品的质量和卖家服务的能力，努力让平台上买家认可的好商品越来越多，好的卖家在平台上发展更好。 整个搜索的发展，我们也会秉着公平、公正、公开的原则，跟卖家及时沟通交流，也许某些地方因为技术原因，暂时不一定能做到绝对的公平，但只要你是诚信经营，衷心为买家服务的，肯定会有好的回报。 整个搜索用户体验好了，买家多了，那么卖家的生意也才会更好。如果都是垃圾商品，骗子卖家，搜索用的人就会越来越少，卖家的日子会越来越难过，最终影响的还是卖家自己。 希望在搜索的发展过程中，有各位卖家的鼎力支持，Aliexpress的搜索越做越好，买家体验越做越好，大家的生意也会越做越好～ 有关于搜索排名的常见问题，详见 【速卖通商品搜索排名常见问题】 重复铺货一期规则出台之后，得到广大卖家的配合响应。由于平台整体海外流量与日剧增，为确保广大卖家在速卖通平台获得公平合理的曝光机会，同时给平台新老买家提供良好的购物环境和搜索体验，平台将加大对通过“变相重复铺货”而获取非正常曝光商品的规范处理力度。 poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the 在原有规则的基础上，增加对“商品主图不同，标题、属性、价格高度雷同”的变相重复铺货的识别和处理。 一、重复铺货行为细则(包含但不仅限于以下情况): 规则1.商品主图完全相同，且标题、属性雷同，视为重复信息。 规则2.商品主图不同(比如，主图为同件商品不同角度拍摄的图片)，但标题、属性、价格高度雷同，视为重复信息。 注: 规则1为重复铺货一期整改规则， 规则2为本期新增规则。 二、重复铺货特殊情况说明 同件商品可设置不同的打包方式，发布商品数量不能超过3个。否则，多余的商品视为重复铺货处理。 三、重复铺货行为搜索规则 涉及重复铺货的商品将在搜索排名中靠后。 注:每组重复商品，平台将保留原本排名最高的商品，只对其余重复商品做排名靠后处理，卖家店铺的其他商品不受影响，不会影响卖家的整体曝光机会。 案例: 卖家小清，其店铺内的某件商品重复发布ABCDE五个商品信息，在默认搜索排名下，排名顺序从高到低依次是A、B、C、D、E。 假设ABC三个商品是以同种打包方式、使用相同主图且标题、属性完全相同;D商品主图与ABC主图不同，与ABC打包方式相同，且标题、属性与ABC高度雷同;E商品为另一种打包方式，使用与ABC相同主图且属性、价格与ABC相同，那么平台系统将自动识别判断ABCDE为同一重复组商品，对BCD进行排名降权，A商品、E商品和卖家小清店铺的其他非重复商品的搜索排名不受影响。 四、重复铺新货规则时间安排 1、2月15号，速卖通后台搜索诊断工具完成新增规则升级, 届时各位卖家将能通过搜索诊断工具查看店铺内涉及“变相重复铺货”的商品, 请各位卖家在处罚生效之前, 及时调整相关商品, 可对商品进行编辑或下架处理; 2、2月24日，重复铺货新增规则正式上线，系统自动对重复商品进行排名靠后处理。 五、”变相“重复铺货典型案例 六、重复铺货新规则常见问题 对于有其他重复铺货行为、重复铺货情节较严重的卖家，全球速卖通平台保留对其帐号进行进一步处罚的权力。 请各位卖家仔细检查自己的商品，如有重复铺货的情况，请尽快自行编辑整改或下架删除。 感谢卖家朋友对平台的支持，如果您对重复铺货搜索处罚规则有什么建议或者意见，请您积极反馈～ 友情链接:速卖通规则频道 poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the