Douyin's Select Alliance, a crucial component of its e-commerce ecosystem serving as a bridge between merchants and influencers, has implemented stricter entry requirements that directly impact product promotion efficiency and sales conversion rates. The platform recently updated its policies, making product quality return rates a key assessment metric for store products seeking access to this valuable traffic pool.
New Entry Requirements: Quality Return Rate Becomes Mandatory
According to regulations issued on November 17, merchants must meet the following core criteria to list products in the Select Alliance:
- Quality return rate compliance: Products must maintain a 30-day quality return rate below the category-specific threshold. This shift forces merchants to prioritize product quality and after-sales service alongside sales volume.
- Additional metrics for specific categories: Certain product categories now require merchants to meet service performance indicators including 24-hour payment processing rate and customer service satisfaction scores, demanding improvements in both logistics efficiency and service quality.
Category-specific quality return rate thresholds can be viewed through the platform's merchant analytics dashboard. Service metrics for affected categories are similarly accessible through dedicated performance tracking sections.
Removal Mechanism: Immediate Delisting for Non-Compliance
The updated policy establishes clear removal criteria. Products exceeding their category's quality return rate threshold during promotion will face immediate delisting. Notably, the platform has eliminated previous complaint rate evaluations, aligning removal standards with entry requirements.
For categories subject to service metrics, failure to maintain adequate 24-hour payment processing rates or customer satisfaction scores will similarly result in removal. Merchants can track delisted products through dedicated management interfaces.
Strategic Implications for Merchants
The policy changes signal Douyin's heightened focus on product quality and user experience. Merchants must adapt through several strategic adjustments:
- Quality enhancement: Implementing rigorous supplier selection and quality control processes to address the root causes of returns.
- Service optimization: Developing professional customer service teams to handle inquiries and resolve issues efficiently.
- Logistics improvements: Partnering with reliable delivery services and streamlining fulfillment processes.
- Data monitoring: Regularly tracking key performance indicators through analytics tools to identify and address emerging issues.
- Category-specific strategies: Developing tailored approaches for different product types, potentially adjusting pricing structures for quality-sensitive items.
The updated standards apply equally to cross-border products, requiring international merchants to comply with category-specific return rate thresholds.
Market Implications: Challenges and Opportunities
While presenting operational challenges, the policy changes create opportunities for merchants prioritizing quality and customer experience to differentiate themselves. By raising entry barriers, Douyin aims to cultivate a more sustainable e-commerce environment benefiting all participants. The adjustments reflect the platform's strategic shift from traffic-driven to quality-focused commerce, requiring merchants to adapt their competitive strategies accordingly.
Quality return rates have evolved from simple performance metrics to critical determinants of promotional access. Merchants must implement comprehensive quality control and service improvements to maintain eligibility for Douyin's valuable promotional channels.