Tmall Global Product Posting Guidelines 1

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 guidelines are developed for the purpose of improving product-quality at Tmall Global(tmall.hk) and to better regulate product postings by Sellers.

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。

Tmall Global Product Posting Guidelines was developed by Tmall Global, and TTmall Global has the right to its amendment and interpretation.

天猫国际商品发布规范于2017年9月30日修订,2016年12月15日开始执行。

Tmall Global Product Posting Guidelines was amended on 9.30.2017, and is effective from 12.15.2016.

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。

These Guidelines shall apply to all products sold at Tmall Global (tmall.hk), where there are special industry-requirements for certain products, such “Industry Standards” shall prevail.

二、 商品规范

2. Rules regarding Goods

1、商品发布规范:

(1). Rules for the listing of goods:

1)标题发布规范

1) Title listing rules:

——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);

— The title must include the brand name+ name of the good + other related descriptions (e.g. properties/specifications/materials/style description etc.);

——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;

— The title of a good must not contain any words or symbols that are unrelated to the good’s factual information;

——定制/预售商品标题需加上【定制/预售】。

–If a good is custom made or a pre-sale item, the title must include [custom/pre-sale].

2、主图发布规范:

(2). Main image listing rules:

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)There must be five (5)main images of the actual good, and each image must be larger or equal to 800 x 800 pixels(with automatic zoom-in function). Images must be taken on a white background (except specific categories).

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) If the usage rights for the trademark of a branded good has been obtained, the brand logo can be placed at the top left corner of the main image and the size of the logo shall be a tenth of the main image; for outlet-type flagship stores that have obtained usage rights for trademarks of outlet’s branded goods, the brand logo can be placed at the top left corner of the main image and the size of the logo shall be a tenth of the main image.

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) The first and second main images must be a clear and full frontal capture of the actual good. Images must not contain watermarks, and must not include text that is promotional or exaggerated descriptions etc, including, but not limited to, flash deals/buy now discounts, limited-time discounts, free shipping, *discount, *discount off particular purchases, *free etc. An image must not include any form of frame / border, must not be a blank image, must not be a collage, with the exception of specific categories such as “couple wear” and “family wear”, and no more than one model shall appear in any image;

参考图示一:

Reference Image 1

4)部分类目,除以上要求外,还需满足以下规定:

4) Certain categories, in addition to meeting the above requirements, must also conform to the following rules:

大类

General Categories

具体类目

Category Items

主图要求

Requirements for Main Images

服饰

Apparel and Accessories

(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) Goods in the apparel category: women’s clothing/women’s boutique (hereinafter referred to “women’s clothing”), men’s clothing, women’s lingerie/men’s underwear/home wear (excluding nipple covers, bra inserts/push-up pads), hereinafter referred to as “underwear”);

(1)允许使用非白底图。

(1) Images using non-white backgrounds are allowed.

(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) At least six main images shall be used and the size of one portrait image must be larger than or equal to 800 x 1200 pixels.

(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) The portrait image of goods in the clothing category (excluding socks/leggings/pantyhose/tights, panties, camisoles/singlets/T-shirts, strapless bras, bellybands, nipple covers, bra straps, garters, bra inserts/push-up pads, and bra buckles in the underwear category) must show the full frontal view of the model or of the actual good. The image of the model must also meet the following requirements:

女装、内衣类目商品:

Goods in the “women’s clothing” and “lingerie” categories:

1上装:从头到脚或从头到膝盖

1Upper wear: From head to toe or head to knee?

2下装:从腰到脚或从头到脚

2Lower wear: From waist to toe or from head to toe

3套装:从头到脚(内衣类目商品也可从头到膝盖)

3Sets: From head to toe (for lingerie goods, head to toe or head to knee)

男装类目商品:

Goods in the men’s clothing category:

1上装:从头部到大腿中部

1Upper wear: From head to mid-thigh

2下装:从腰部到脚

2Lower wear: From waist to toe

3套装:从头到脚

3Sets: From head to toe

(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) If the first, second and portrait image in the apparel category contain full views of a model, only one model is allowed to appear in each image, images containing multiple models are not allowed (except for couple wear and family wear); if an image shows the entire good, a flat image of the entire good must be displayed and must not be folded (excluding lingerie).

(2)运动服装类目商品:运动服;

(2) Goods in active wear category: 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) Goods in the maternity/baby wear category: Children’s clothes/baby clothes/family wear, maternity clothes, maternity pants/maternity pants with belly band, maternity hats/maternity socks/maternity shoes (excluding maternity shoes),home wear/nursing clothes/long johns, nursing bras/panties/prenatal pants, radiation-proof wear;

(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) Goods in the accessories category: Scarves, silk scarves, hats, gloves, shawls, fabrics, knits, handkerchiefs, ties and bow ties.

允许使用非白底图

Images using non-white backgrounds are allowed

箱包

Bags and suitcases

“箱包皮具/热销女包/男包”一级类目下的所有商品

All goods in the primary category of “bags and leather products/popular women’s handbags/men’s bags”

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。

The first and second main images may only display one SKU (stock keeping unit) of the goods (including goods in multiple colors or sizes), and the good must be placed front-facing at a 45-degree angle clockwise. Please refer to Reference Image 2.

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。

All goods under the primary categories of “Women’s footwear”, “outdoor/climbing/camping/travel products (footwear only)”, “sports shoes”, “popular men’s shoes”, “sports/yoga/gym/sports fans goods(footwear only)”, “children’s shoes/baby shoes/parent-and-child shoes”, “maternity wear/maternity products/nutrition (maternity shoes only)”.

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。

The first and second main images of the good must be taken at a 45-degree angle to the left, and only one shoe shall be presented in each picture (Please refer to Reference Image 3); the soles of sports shoes must be placed horizontally seven-tenths from the top of the image, please refer to Reference Image 4.

户外用品

Outdoor products

“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。

All sports goods under the primary categories of “active wear/sports bags/neckwear accessories”, “outdoor/climbing/camping/travel goods”, and “sports/yoga/gym/sports fans goods”, excluding shoes and clothing accessories.

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。

The first and second main images must either have white backgrounds or backgrounds with no obvious shading; if images contain actual scenes or models, the backgrounds should be faded-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。

“Cow milk power for babies, goat milk powder for babies” under the primary category of “milk powder/supplements/snacks”, and “diapers/training pants/disposable nappies” under the primary category of “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”。

For packaged goods, the main good of the first and second main images must be the frontal view of milk powder formula or diapers, behind which the product package must be placed; in addition, the number of units and product specifications of the goods must be noted at the lower right of the image, for example: “3 cans”, using the font “Founder LanTing black GBK” in 67-point size for Arabic numbers and 41-point size for Chinese characters.

见参考图示五。

Please refer to Reference Image 5.

参考图示二:

Reference Image 2:

参考图示三:

Reference Image 3:

参考图示四:

Reference Image 4:

参考图示五:

Reference Image 5:

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