缺资质 拒开发票统统扣分！抖音电商升级商家体验分规则

Douyin E-commerce has rolled out a multi-dimensional upgrade to its merchant experience score rules, covering three core areas: logistics indicator adjustments, optimization of the point addition and deduction mechanism, and updates to weight calculation rules. The updated rules are more transparent and will better protect consumers' shopping rights and interests. Key takeaways are as follows:

1. More precise indicator adjustments: The original two separate indicators for the collection环节 have been merged into a single "average collection time" indicator, which more intuitively reflects merchants' order fulfillment efficiency. For returns, the indicator is adjusted to the number and rate of returns caused by damaged products or packaging, placing greater focus on consumers' experience with product integrity upon delivery.

2. Clearer reward and penalty mechanisms: Merchants can earn experience score points if they meet requirements such as maintaining a next-day delivery order share of 20% or higher and activating return shipping insurance. Violations including missing brand qualifications, false advertising, refusal to issue invoices, and fake order brushing will result in point deductions, with 2 to 10 points deducted per violation and a maximum cumulative deduction of 10 points over a 30-day window.

3. More reasonable calculation rules: The original tiered scoring system for individual indicators has been eliminated. The final score is calculated based on the weighted combination of three core dimensions (product, logistics, and service) plus any additional points or deductions, with weights adjusted to align with the characteristics of different industries for greater practical relevance.

Douyin E-commerce's upgrade to its merchant experience score rules clarifies clear guidance for brand owners on compliant operation and brand building on the platform. Key insights for brands are as follows:

1. Strengthened brand compliance requirements: The rules explicitly stipulate that brands will receive a 10-point deduction per violation for issues including missing or non-compliant brand qualifications, posting misleading brand information, and false advertising, with a maximum cumulative deduction of 10 points in 30 days. Brands should proactively audit their qualifications and standardize brand information publishing to avoid point deductions that lower experience scores and reduce brand exposure.

2. Clear actionable steps to boost experience scores: Brands can earn positive score additions by optimizing their services. Reaching a next-day delivery order share of over 20% and activating relevant services tailored to product categories—including return shipping insurance, large-item return shipping insurance, and in-home installation—will add points, boost store weight, and qualify brands for greater platform traffic allocation.

3. Clear direction for operational optimization: The new indicators focus more on user experience related to fulfillment efficiency and product integrity. Brands should optimize logistics and packaging processes accordingly to match user demand, improve brand reputation, and drive repeat purchases.

Douyin E-commerce's upgrade to its merchant experience score rules introduces new clear assessment requirements. Below is a breakdown of policy interpretation, risks, and opportunities for sellers:

1. Core rule changes: This adjustment covers three core areas: logistics indicator definitions, point addition/deduction item settings, and weight calculation rules. The updated rules are simpler, clearer, and better aligned with the actual operations of different industries, reducing sellers' understanding costs.

2. Risk warnings: The new rules specify clear deduction standards for all types of violations. Violations including false advertising, non-compliant qualifications, and fake order brushing incur a 10-point deduction per incident; violations including abnormal after-sales address settings and refusal to issue invoices incur a 2-point deduction per incident. All violations are capped at a cumulative 10-point deduction over 30 days. Sellers should promptly audit their operations and rectify non-compliance to avoid violating assessment thresholds.

3. Opportunity analysis: Sellers can proactively optimize services to earn point additions. Increasing next-day delivery order share and activating relevant after-sales protection services as needed will raise experience scores, bring greater platform exposure opportunities, and drive store growth.

Douyin E-commerce's upgrade to its merchant experience score rules provides clear operational guidance for factory-based merchants building their presence on the platform. Key takeaways are as follows:

1. Higher requirements for order fulfillment: The new rules adjust logistics and return indicators to place greater focus on collection efficiency and product packaging integrity. For factories running direct-to-consumer online operations, this means prioritizing optimization of warehouse collection processes and upgrading packaging standards to meet platform assessment requirements, and avoid experience score drops caused by fulfillment issues.

2. Clear, exploitable point addition paths: Factories producing daily necessities, large furniture, and similar categories can increase their next-day delivery order share to the required threshold to earn points. Factories selling large goods can also earn additional points by activating large-item return shipping insurance and in-home installation services, which effectively improves store competitiveness, attracts more platform traffic, and expands online sales channels.

3. Support for differentiated operational optimization: The new rules adjust the weights of the three core assessment dimensions based on industry characteristics. Factories can align operational optimization with the weight allocation of their respective industries to address operational weaknesses, speed up the compliant development of their online e-commerce business, and build user reputation.

Douyin E-commerce's upgrade to its merchant experience score rules reflects the rising industry requirements for merchant service capabilities, and brings the following key insights for e-commerce service providers:

1. Industry development trends: Content e-commerce platforms have shifted from expansion-focused merchant recruitment to refined ecosystem operation, with continuously rising requirements for merchant compliance and service capabilities. A growing number of merchants now require professional third-party services to meet new rule requirements, creating greater market space for service providers.

2. Core pain points of merchant clients: After the new rules take effect, merchants' core pain points fall into three categories: unfamiliarity with the new rules and uncertainty on how to adjust operations to meet assessment requirements; lack of clarity on how to optimize operations to earn experience score points and improve store ranking; and lack of capability to audit for violation risks to avoid point deductions.

3. New expandable business directions: Service providers can develop targeted solutions: for example, offering logistics fulfillment optimization services to help merchants improve collection efficiency and packaging quality; providing experience score improvement consulting to help merchants activate required protection services and qualify for point additions; and launching compliance audit services to help merchants organize qualifications, invoice management and other processes to avoid violation-related point deductions.

Douyin E-commerce's upgrade to its merchant experience score rules provides a useful reference for merchant management and rule design for other e-commerce platforms. Key takeaways are as follows:

1. Merchants' core demand for rules is clarity and transparency: This adjustment merged and simplified multiple overlapping indicators and unified definitions, reducing merchants' understanding costs and making it easier for merchants to conduct self-audits and optimizations, which aligns with merchants' demand for transparent rules. This simplification approach is a useful reference for other platforms designing their own rules.

2. Transferable rule design framework: The new rules adopt a parallel mechanism of positive incentives and violation constraints: they encourage merchants to upgrade services through point additions, while constraining non-compliance through clear point deductions. Meanwhile, adjusting the weights of the three core assessment dimensions based on industry characteristics is more scientific and operationally relevant than the original one-size-fits-all tiered system.

3. Reference direction for ecosystem governance: The new rules set clear deduction standards for common industry issues including missing brand qualifications, refusal to issue invoices, and fake order brushing, while also setting a monthly cumulative deduction cap. This approach delivers regulatory effects while avoiding excessive punishment that disrupts merchant operations, and effectively cleanses the platform ecosystem. This balanced governance model can be referenced by other platforms to address ecosystem disorder.

Douyin E-commerce's upgrade to its merchant experience score rules reflects new trends in content e-commerce platform governance, with the following key insights for industrial research:

1. New industrial development trends: China's domestic content e-commerce industry has transitioned from the early stage of rapid expansion and粗放 merchant recruitment to a new stage of refined operation and optimized ecosystem experience. Platforms are forcing merchants to improve service capabilities through adjusting merchant assessment rules, with the end goal of improving consumer experience and strengthening platform competitiveness. This is a clear sign that the content e-commerce industry is maturing.

2. New characteristics of rule design: This rule adjustment presents three distinct new features: first, simplified and intuitive indicators that reduce merchants' compliance costs; second, parallel rewards and penalties that balance incentives and constraints to encourage merchants to proactively upgrade services; third, differentiated assessment that adjusts assessment weights by industry, which is more scientifically sound than a one-size-fits-all standard.

3. Implications for industrial research: To address widespread industry pain points including unqualified qualifications, refusal to issue invoices, and fake order brushing, the new governance approach uses a clear tiered deduction mechanism combined with a monthly deduction cap, which standardizes industry order while leaving room for merchants to rectify issues. This platform governance approach offers high reference value for research on e-commerce ecosystem governance and standardized industry development.