With the improvement of functions and the enrichment of content ecology, video accounts gradually slow down the frequency of product updates, and focus on merchant access standards and creator support plans. In this issue, we will focus more on interpreting the new regulations of the platform to help everyone understand the industry Trends, to grasp the latest trends.
01
Revised Settlement Rules for Video Stores
Cancel the 48-hour after-sales review period
Recently, the video account officially announced the revision announcement of the "Explanation of the Settlement Rules of the Video Account Store" . In the event of after-sales disputes such as return (exchange) of goods, the settlement funds will be unfrozen and transferred to funds that can be withdrawn.” These two rules explain.
According to the latest regulations, within 7 days after the user confirms receipt of the goods, if disputes such as refunds and returns occur, the user has to wait for "after the after-sales disputes and rights protection are completed, the funds to be settled can be unfrozen and transferred to cashable funds." Review after-sales within hours.
The platform provides a pool of funds to be settled, which facilitates the refund issue between users and merchants, and also protects the consumer rights of users to a certain extent ; when there is a dispute between the two parties, the funds to be settled will be temporarily frozen, which also gives merchants more Time to deal with after-sales problems .
This rule has come into effect on February 18 , and is applicable to merchants in video account stores and video account window masters.
02
The video account announces the window delivery management rules
Non-pre-sale items are shipped within 48 hours by default
Regarding the delivery time limit, the video account released the revised announcement of the "Video Account Window Delivery Management Rules", which retains the rule that "the delivery time limit for pre-sale products can be set to 4 days to 15 days, and the longest time limit is 15 days ". illustrate.
In addition, the revised announcement also adds delivery time for non-pre-sale products , which are 24 hours, 48 hours, and 72 hours respectively, subject to the time limit set by the system, and the default delivery time is 48 hours .
The platform sets a rule that the maximum time limit for pre-sale products is 15 days, and adds a delivery time for non-pre-sale products, which protects the rights of buyers and avoids delays in delivery and violations by merchants .
03
Account name specification "official" word
Authorization is required for brand names involved
On February 3, the video account officially announced the revision announcement of the "Naming Rules for Video Account Stores " . The shop type is the same .
In addition, for video accounts bound to unofficial flagship stores, flagship stores, and store flagship stores, words such as "official" and "official account" are not allowed in the name of the video account .
For video accounts bound to ordinary corporate stores and individual stores, the name of the video account is not allowed to contain words such as "official", "flagship", "monopoly", "exclusive", and "store" .
Standardizing store naming rules can prevent unauthorized merchants from inducing users to consume, protect user rights and interests, and obtain a better consumer experience.
The above are the new industry regulations recently promulgated by the video account, which are mainly applicable to merchants and small stores. What changes will be made to ordinary creators? We can get a glimpse of it from the features of the recent update.
04
The new "Popular Treasure" function in the live broadcast room
Streamers get more traffic
Recently, a new gift category was quietly added to the live broadcast room of the video account, called "Hot Top" . At present, there is only one gift under this category called "Popular Treasure" , which costs 299 WeChat beans to purchase.
According to the official explanation, the popularity generated by this gift will not increase the income of the anchor , but will bring more viewers and popularity to the anchor. Fans will use it to cast streams for the anchor, increase the popularity of the live broadcast room, and get more traffic recommendations.
05
New data dimension added to the live screen
It is more convenient for the anchor to replay
Recently, the video account has also updated the function of the live data large screen. The setting button in the middle of the large data screen can display more data.
01 Traffic metrics
Added the number of people who entered the room with advertisements and the number of people who entered the room with live broadcast heating , which subdivided the traffic effect brought about by the placement.
02 Interaction Metrics
The number of people who have joined the fan club can only be seen in real time in the interactive data in the lower left corner of the large data screen, but now it can also be displayed in the overall panel.
03 After-sales indicators
Added a new column of after-sales indicators, including return rate, number of refunds, number of refunded products, and number of refunded orders , which is convenient for anchors to review data.
For the anchor of the video account and its operation team, the finer data dimension of the large data screen can better monitor the live broadcast data and achieve more efficient live broadcast replays, which also confirms that the live broadcast e-commerce system of the video account is becoming more and more perfect .
In the 2023 WeChat Open Class PRO, the video account team shared the report card of the past year. In 2022, the video account's original content playback volume increased by 350% year-on-year, and the sales of live broadcast goods increased by more than 8 times year-on-year . more mature.
With the influx of more and more creators, brands, and merchants, more tools are needed to create explosive content and enhance brand voice .
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