On 23rd January, tiktok e-commerce rules centre released 11 rule amendments/new notices in one go, of which 6 are related to "instant retail". For example, in the event that a merchant fails to deliver an order in accordance with the order details and webpage product description, and a consumer complains about receiving an order with inconsistent product information, fewer accessories, fewer gifts, fewer products, etc., the platform will impose penalties in accordance with the four dimensions of Minor, General, Serious, and Particularly Serious.
Unlike the previous forms of deducting liquidated damages and accumulating points for violations, tiktok's future penalties for instant retail merchants' violations will focus on the form of "shop closure and rectification", which will range from 0.5 hours to 30 days depending on the severity of the case, and in particularly serious cases, will directly freeze the payment for the goods and clear the shop.
According to retail fair, at the same time as revising the "Instant Retail" Merchant Violation Rules, tiktok also added five new types of merchant violations, including phone calls during business hours that do not go through/intentionally interrupt calls, harassment of others, dismissal of reasonable service claims without cause, wrong/missed shipments, and negative service to consumers.
From these new types of violations, it is easy to see that tiktok e-commerce can be said to take great care of the consumer shopping experience. Of course, while refining management and adjusting penalties, tiktok e-commerce also takes care of the emotions of merchants. This time also revised together with the "merchant after-sales service management specification", new after-sales complaint instructions.
In addition to the "hourly" shelves, we also see that tiktok also tries to cooperate with offline superstores to carry out the "live + instant retail" business, to provide consumers with a "watch and click and reach" shopping experience. "The shopping experience of tiktok.
According to retail fair, in Apple authorised franchise shops, millet home, tiktok live room, have been able to provide hourly service. Consumers can choose a good delivery address before placing an order in the live room, and they can receive the goods delivered to their doorstep in about an hour.
The reason why tiktok is so actively exploring even the retail business, of course, is to see the trillion-dollar market behind it.
The Ministry of Commerce International Trade and Economic Cooperation Research Institute released the "instant retail industry development report" shows that in recent years, instant retail has been to maintain an average annual growth rate of more than 50%, in 2022 the market size of instant retail has reached 504,286,000,000 yuan, it is expected that the market size of 2025 will be three times compared to last year.
However, the vast market has long ushered in many players, such as "Meituan flash shopping", "Jingdong Home", "hungry all supermarkets" and so on. From the current market pattern, due to Ali's instant retail business is more decentralised, the main competition still occurs between Meituan and Jingdong.
For Meituan, "everything to the home" has been its core goal, so the instant retail business is also carried out in a watery way, the first to seize the minds of consumers.
Jingdong has also achieved good results in O2O instant retail by virtue of its B2C mindset. Compared with Meituan, Jingdong's current actions in the field of instant retail appear to be more frequent.
For example, not long ago, jingdong group released a notice that its da da group in the regular internal audit process found some doubtful behaviour, involving 1 billion yuan of financial data is exaggerated. The "clean house", Jingdong for the control of Dada is expected to further enhance.
According to retail fair, Guo Qing, a member of the former Meituan S-team, has become an adviser to Jingdong Group CEO Xu Ran, and has been involved in instant retail and robotics business. And Guo Qing has been intensively communicating with Dada's middle and senior managers since the end of December last year, asking Dada to comprehensively benchmark against Meituan's flash sales and discussing Jingdong's instant retail development plan for the next five years.
While Meituan and Jingdong are fighting it out, tiktok has also begun to move a lot, trying to squeeze onto the instant retail card table - a force to be reckoned with for all parties.
Source:电商报