Tmall Global Product Guidelines.docx
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Tmall Global Product Guidelines.docx
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TmallGlobalProductGuidelines
天猫国际商品发布规范
TmallGlobalProductGuidelines
前 言
Preface
为了提高天猫国际的产品品质,更好地规范商家商品发布的行为,特拟定如下文案。
These guidelinesaredeveloped forthepurposeofimproving product-qualityat TmallGlobal(tmall.hk) andtobetterregulateproductpostingsbySellers.
天猫国际商品发布规范由天猫国际出品,天猫国际有权对本标准进行相关修订和解释。
TmallGlobal ProductPostingGuidelines wasdevelopedby TmallGlobal,andTTmallGlobal hastherighttoitsamendmentandinterpretation.
天猫国际商品发布规范于2016年12月9日修订,2016年12月15日开始执行。
TmallGlobal ProductPostingGuidelineswasamendedon12.9.2016,andiseffectivefrom12.15.2016.
一、 范围
1.Scope
本标准适用于天猫国际(tmall.hk)所有在售商品,如商品所在行业有特殊要求的,以各行业的《行业标准》为主。
TheseGuidelinesshallapplytoallproductssoldat TmallGlobal (tmall.hk),wheretherearespecialindustry-requirementsforcertainproducts,such"IndustryStandards"shallprevail.
二、商品规范
2.RulesregardingGoods
1、商品发布规范:
(1).Rulesforthelistingofgoods:
1)标题发布规范
1)Titlelistingrules:
——必须包含品牌名+商品名称+其他相关描述(如:
属性/规格/材质描述/款式描述等);
--Thetitlemustincludethebrandname+nameofthegood+otherrelateddescriptions(e.g.properties/specifications/materials/styledescriptionetc.);
——商品标题中不得带有任何与商品真实信息无关的文字或符号;
--Thetitleofagoodmustnotcontainanywordsorsymbolsthatareunrelatedtothegood’sfactualinformation;
——定制/预售商品标题需加上【定制/预售】。
--Ifagoodiscustommadeorapre-saleitem,thetitlemustinclude[custom/pre-sale].
2、主图发布规范:
(2). Mainimagelistingrules:
1)主图图片须达到5张且必须为实物拍摄图,并且每张图片必须大于等于800*800(自动拥有放大镜功能),除部分类目*外必须为白底图;
1)Theremustbe five(5)mainimagesoftheactualgood,andeachimagemustbelargerorequalto800x800pixels(withautomaticzoom-infunction). Imagesmustbetakenonawhitebackground(exceptspecificcategories).
2)如获得了相应品牌商品的商标使用权,则可将商品品牌LOGO放置于主图左上角,大小为主图的1/10寸;卖场型旗舰店且有卖场品牌商标使用权,则可将卖场品牌LOGO放置于主图左上角,大小为主图的1/10寸。
2)Iftheusagerightsforthetrademarkofabrandedgoodhasbeenobtained,thebrandlogocanbeplacedatthetopleftcornerofthemainimageandthesizeofthelogoshallbeatenthofthemainimage;foroutlet-typeflagshipstoresthathaveobtainedusagerightsfortrademarksofoutlet’sbrandedgoods,thebrandlogocanbeplacedatthetopleftcornerofthemainimageandthesizeofthelogoshallbeatenthofthemainimage.
3)第一张和第二张主图必须为商品正面全貌清晰实物拍摄图。
图片不得出现水印,不得包含促销、夸大描述等文字说明,该文字说明包括但不限于秒杀、限时折扣、包邮、*折、满*、送*等。
图片不得出现任何形式的边框,不得留白,不得出现拼接图,除情侣装、亲子装等特殊类目外,不得出现多个主体;
3)Thefirstandsecondmainimagesmustbeaclearandfullfrontalcaptureoftheactualgood.Imagesmustnotcontainwatermarks,andmustnotincludetextthatispromotionalorexaggerateddescriptionsetc,including,butnotlimitedto,flashdeals/buynowdiscounts,limited-timediscounts,freeshipping, *discount,*discountoffparticularpurchases,*freeetc.Animagemustnotincludeanyformofframe/border,mustnotbeablankimage,mustnotbeacollage, withtheexceptionofspecificcategoriessuchas"couplewear"and"familywear",andnomorethanonemodelshallappearinanyimage;
参考图示一:
Reference Image1
4)部分类目,除以上要求外,还需满足以下规定:
4)Certaincategories,inadditiontomeetingtheaboverequirements,mustalsoconformtothefollowingrules:
大类
GeneralCategories
具体类目
CategoryItems
主图要求
RequirementsforMainImages
服饰
ApparelandAccessories
(1)服装类目商品:
女装/女士精品(以下简称“女装”)、男装、女士内衣/男士内衣/家居服(不包括乳贴,插片/胸垫),以下简称“内衣”);
(1)Goodsintheapparelcategory:
women'sclothing/women'sboutique(hereinafterreferredto"women'sclothing"),men'sclothing,women'slingerie/men'sunderwear/homewear(excludingnipplecovers,brainserts/push-uppads),hereinafterreferredtoas"underwear");
(1)允许使用非白底图。
(1)Imagesusingnon-whitebackgroundsareallowed.
(2)主图必须达到6张,且宝贝竖图的尺寸必须大于等于800*1200。
(2)Atleastsixmainimagesshallbeusedandthesizeofoneportraitimagemustbelargerthanorequalto800x1200pixels.
(3)服装类目商品(不包括内衣类目下的短袜/打底袜/丝袜/美腿袜、内裤、吊带/背心/T恤、抹胸、肚兜、乳贴、肩带、吊袜带、插片/胸垫、搭扣类目商品)的宝贝竖图必须是模特或商品的正面全貌实物图,且模特全貌图的要求如下:
(3)Theportraitimageofgoodsintheclothingcategory(excludingsocks/leggings/pantyhose/tights,panties,camisoles/singlets/T-shirts,straplessbras,bellybands,nipplecovers,brastraps,garters,brainserts/push-uppads,andbrabucklesintheunderwearcategory)mustshowthefullfrontalviewofthemodeloroftheactualgood.Theimageofthemodelmustalsomeetthefollowingrequirements:
女装、内衣类目商品:
Goodsinthe"women'sclothing"and"lingerie"categories:
1上装:
从头到脚或从头到膝盖
1Upperwear:
Fromheadtotoeorheadtoknee?
2下装:
从腰到脚或从头到脚
2Lowerwear:
Fromwaisttotoeorfromheadtotoe
3套装:
从头到脚(内衣类目商品也可从头到膝盖)
3Sets:
Fromheadtotoe(forlingeriegoods,headtotoeorheadtoknee)
男装类目商品:
Goodsinthemen'sclothingcategory:
1上装:
从头部到大腿中部
1Upperwear:
Fromheadtomid-thigh
2下装:
从腰部到脚
2Lowerwear:
Fromwaisttotoe
3套装:
从头到脚
3Sets:
Fromheadtotoe
(4)服装类目商品第一张、第二张主图和宝贝竖图,如果是模特全貌图,只展示一个模特,不允许出现多个模特(情侣装、亲子装除外);如果是商品全貌图,要求商品平铺不能折叠(内衣类目商品除外)。
(4)Ifthefirst,secondandportraitimageintheapparelcategorycontainfullviewsofamodel,onlyonemodelisallowedtoappearineachimage,imagescontainingmultiplemodelsarenotallowed(exceptforcouplewearandfamilywear);ifanimageshowstheentiregood,aflatimageoftheentiregoodmustbedisplayedandmustnotbefolded(excludinglingerie).
(2)运动服装类目商品:
运动服;
(2)Goodsinactivewearcategory:
Sportswear;
(3)母婴服饰类目商品:
童装/婴儿装/亲子装、孕妇装、孕妇裤/托腹裤、产妇帽/孕妇袜子/孕妇鞋(不包括孕妇鞋)、家居服/哺乳装/秋衣裤、哺乳文胸/内裤/产检裤、防辐射;
(3)Goodsinthematernity/babywearcategory:
Children'sclothes/babyclothes/familywear,maternityclothes,maternitypants/maternitypantswithbellyband,maternityhats/maternitysocks/maternityshoes(excludingmaternityshoes),homewear/nursingclothes/longjohns,nursingbras/panties/prenatalpants,radiation-proofwear;
(4)服饰配件类目商品:
围巾、丝巾、帽子、手套、披肩、布面料、毛线、手帕、领带、领结。
(4)Goodsintheaccessoriescategory:
Scarves,silkscarves,hats,gloves,shawls,fabrics,knits,handkerchiefs,tiesandbowties.
允许使用非白底图
Imagesusingnon-whitebackgroundsareallowed
箱包
Bagsandsuitcases
“箱包皮具/热销女包/男包”一级类目下的所有商品
Allgoodsintheprimarycategoryof"bagsandleatherproducts/popularwomen'shandbags/men'sbags"
第一张和第二张主图(包含多色商品、子母包商品)只允许展示一款SKU,且为顺时针正面向左45°拍摄。
见参考图示二。
ThefirstandsecondmainimagesmayonlydisplayoneSKU(stockkeepingunit)ofthegoods(includinggoodsinmultiplecolorsorsizes),andthegoodmustbeplacedfront-facingata45-degreeangleclockwise.PleaserefertoReferenceImage2.
鞋
Footwear
“女鞋”、“户外/登山/野营/旅行用品(只包括鞋类商品)”、“运动鞋”、“流行男鞋”、“运动/瑜伽/健身/球迷用品(只包括鞋类商品)”、“童鞋/婴儿鞋/亲子鞋”、“孕妇装/孕产妇用品/营养(只包括孕妇鞋)”一级类目下的所有商品。
Allgoodsundertheprimarycategoriesof"Women'sfootwear","outdoor/climbing/camping/travelproducts(footwearonly)","sportsshoes","popularmen'sshoes","sports/yoga/gym/sportsfansgoods(footwearonly)","children'sshoes/babyshoes/parent-and-childshoes","maternitywear/maternityproducts/nutrition(maternityshoesonly)".
第一张和第二张主图商品朝左45度拍摄,且为单只拍摄,见参考图示三;运动鞋的鞋底摆放位置为图片自上而下十分之七的水平线处,见参考图示四。
Thefirstandsecondmainimagesofthegoodmustbetakenata45-degreeangletotheleft,andonlyoneshoeshallbepresentedineachpicture(PleaserefertoReferenceImage3);thesolesofsportsshoesmustbeplacedhorizontallyseven-tenthsfromthetopoftheimage,pleaserefertoReferenceImage4.
户外用品
Outdoorproducts
“运动服/运动包/颈环配件”、“户外/登山/野营/旅行用品”、“运动/瑜伽/健身/球迷用品”一级类目下除鞋服配饰类外的所有运动用品。
Allsportsgoodsundertheprimarycategoriesof"activewear/sportsbags/neckwearaccessories","outdoor/climbing/camping/travelgoods",and"sports/yoga/gym/sportsfansgoods",excludingshoesandclothingaccessories.
第一张和第二张主图使用白底图,或无明显底纹图片;如为实景图、模特图,背景做淡化处理。
Thefirstandsecondmainimagesmusteitherhavewhitebackgroundsorbackgroundswithnoobviousshading;ifimagescontainactualscenesormodels,thebackgroundsshouldbefaded-out.
母婴
Maternity/baby
“奶粉/辅食/营养品/零食”一级类目下的“婴幼儿牛奶粉、婴幼儿羊奶粉”,“尿片/洗护/喂哺/推车床”一级类目下的“纸尿裤/拉拉裤/纸尿片”的商品。
"Cowmilkpowerforbabies,goatmilkpowderforbabies"undertheprimarycategoryof"milkpowder/supplements/snacks",and"diapers/trainingpants/disposablenappies"undertheprimarycategoryof"diapers/hygiene/feeding/strollers".
组合商品,第一张和第二张主图主体使用奶粉、纸尿裤的正面图片后面必须根据模板放置箱子,同时,需要在商品主体右下方标注组合商品件数、规格,如:
3罐,字体为“方正兰亭准黑_GBK”,阿拉伯数字字号为“67点”,文字字号为“41点”。
Forpackagedgoods,themaingoodofthefirstandsecondmainimagesmustbethefrontalviewofmilkpowderformulaordiapers,behindwhichtheproductpackagemustbeplaced;inaddition,thenumberofunitsandproductspecificationsofthegoodsmustbenotedatthelowerrightoftheimage,forexample:
"3cans",usingthefont"FounderLanTingblackGBK"in67-pointsizeforArabicnumbersand41-pointsizeforChinesecharacters.
见参考图示五。
PleaserefertoReferenceImage5.
参考图示二:
ReferenceImage2:
参考图示三:
ReferenceImage3:
参考图示四:
ReferenceImage4:
参考图示五:
ReferenceImage5:
3、类目发布规范:
商品类目发布须遵守《天猫国际经营大类一览表》及《天猫国际允许跨类目经营的商品列表》的具体要求;
3.Categorypostingstandards:
commoditycategorypostingshouldconformtoconcreterequirementsof“ListofOperatingGeneralCategoriesofTmallGlobal”and“ListofCross-categoryOperatedCommoditiesAllowedbyTmallGlobal”;
包括但不限于以下情况除外:
商品品名上明确标示使用人群为孕妇、婴幼儿、儿童的(适用人群包含成人),须发布在母婴行业所属类目下(包含旗舰店);商品品名上未明确标示使用人群为孕妇、婴幼儿、儿童的(适用人群包含孕妇、婴幼儿),须发布在商品所属行业大类下。
Includingbutnotlimitedtothefollowingexceptionalcases:
withtheirnamesclearlyindicatingthattheirusersarepregnantwomen,infants,andchildren(applicableusersincludeadults),suchcommoditiesshouldbepostedunderthegeneralcategoryofmaternity/baby(includingflagshipstores);withtheirnamesnotclearlyindicatingthattheirusersarepregnantwomen,infants,andchildren(applicableusersincludepregnantwomenandinfants),suchcommoditiesshouldbepostedunderthegeneralcategorythattheybelongto
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