天猫代运营-天猫国际婴幼儿乳制品发布规范

前   言

Preface

为了提高天猫国际婴幼儿乳制品行业的总体产品品质，更好地规范商家的发布行为，特拟定婴幼儿乳制品发布规范。

In order to improve the general product quality of Tmall Global in the milk product industry for infant and young child and to better regulate the release behaviors of the merchant, this Industry Standard on Milk Product for Infant and Young Child is hereby formulated.

天猫国际婴幼儿乳制品发布规范由天猫国际制定，天猫国际有权对本标准进行相关修订和解释。

天猫国际婴幼儿乳制品发布规范于2017年05月19日首次发布，2017年05月27日正式生效执行。

Tmall Global Industry Standard on Milk Product for Infant and Young Child is formulated by Tmall Global, which reserves the right to make the relevant amendments and interpretations hereto. Tmall Global Industry Standard on Milk Product for Infant and Young Child was first released on   May 19, 2017 and went into force on May 27 , 2017.

天猫国际婴幼儿乳制品发布规范

Tmall GlobalIndustry Standard on Milk Product for Infant and Young Child

1. 范围：

1. Scope:

本标准规定婴幼儿乳制品的发布规范和质量规范。

This Standard stipulatesthe release norms and qualitative norms for the milk product for infant and young child.

标准适用类目：

This Standard applies to:

奶粉/辅食/营养品/零食>>婴幼儿牛奶粉

Milk Powder/Supplementary Food/Nutrition/Snacks>>Milk Powder for Infant and Young Child

奶粉/辅食/营养品/零食>>特殊配方奶粉

Milk Powder/Supplementary Food/Nutrition/Snacks>>Special Formula Milk Powder

奶粉/辅食/营养品/零食>>婴幼儿羊奶粉

Milk Powder/Supplementary Food/Nutrition/Snacks>>Goat Milk Powder for Infant and Young Child

2. 产品规范

2. Product Norms

2.1 产品发布规范

2.1 Product Release Norms

2.1.1 标题发布规范：

2.1.1 Title Release Norms

2.1.1.1 标题必须按顺序包含品牌名+产品名称+规格。其中品牌名只能有一个且必须为经天猫国际许可到子品牌的品牌名称，产品名称需是婴幼儿乳制品产品名称,英文名称应放在中文名称前面，中间用“/”分开，例如：“K-Max/康麦斯”。标题中关于商品本身的描述必需与实物所载明的内容一致。（若该商品生产商依照销售国/地区之差异确立了不同的销售版本，则需明确原销售目的国/地区，例如“XXX（澳大利亚版）”）。

2.1.1.1 The title shall follow the order of the brand name + the product name + the specification. Only one brand name is permitted in the title, which must be the brand name granted to the sub-brand as permitted by Tmall Global. The product name is required to be the name of the milk product for infant and young child, and the English name shall be followed by the Chinese name, with a“/”between both names, like“K-Max/康麦斯”. The description concerning the product itself in the title is required to be consistent with what is stated on the real product. (If the product manufacturer establishes different sales editions based on the differences among the sales countries/territories, the original sales destination country/territory shall be specified, such as“XXX (Australia)”).

2.1.2 主图发布规范

2.1.2 Master Pictures Release Norms

2.1.2.1 主图整体要求如下：

2.1.2.1 The overall requirements for the master pictures are as follows:

——主图图片必须达到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。

— —The number of the master pictures must reach 5 and all images must be taken to reflect the real products, and each picture must be greater than or equal to 800*800.

——商标持有人可将品牌LOGO放置于主图左上角/卖场型旗舰店且有卖场品牌商标使用权可将卖场品牌LOGO放置主图左上角，LOGO大小需在固定比例以内，宽度为图片大小的十分之四以内，高度为图片大小的十分之二以内。

— —The trademark holder can place the brand LOGO on the upper left corner of the master pictures/shopping place-type flagship stores with the right to use the brand trademark of the shopping place can place the brand LOGO of the shopping place on the upper left corner of the master pictures. The LOGO size is required to be within a fixed percentage, with the width being within four tenths of the size of the picture and the height being within two tenths of the size of the picture.

2.1.2.2 奶粉/辅食/营养品零食类下的二级类目'特殊配方奶粉','婴幼儿牛奶粉','婴幼儿羊奶粉'的5张主图展示内容要求如下：

2.1.2.2 The 5 master pictures of the Level 2 categories such as 'Special Formula Milk Powder', 'Milk Power for Infant and Young Child' and 'Goat Milk Powder for Infant and Young Child' under Category of Milk Powder/Supplementary Food/Nutrition/Snacks shall be displayed based on the following requirements:

——首张主图必须为商品正面实物图，能清晰看到商标及商品名称等信息。主搜图片展示主要结构为左右结构，其中左边区块是主要文案表述区块，并在固定位置展示商品卖点及促销点内容。（底色商家可以根据场景氛围自行设置）

— —The first master picture must be a front view of the real product, on which the trademark, the product name and other information can be clearly seen. The main search picture is primarily shown in left-and-right structure, where the left block is mainly for the textual description. The selling points and the promotional features are supposed to be demonstrated on a fixed area. (The merchant can set the background color on its own according to the scene atmosphere)

——第二张主图必须为白底的商品正面实物图，能清晰看到商标及商品名称等信息，不允许出现其他牛皮癣。（非商标持有人则只放商品正面实物图）

— —The second master picture must be a front view of the real product with white background, on which the trademark, the product name and other information can be clearly seen, and extra contents are prohibited (Non-trademark holder will only place the front view of the real product)

——第三张图必须为商品背面图，展示营养标签（商品名，主要成分，用法用量，不适宜人群等选填）。

— —The third picture must be the rear image of the product, demonstrating the nutrition labels (the product name, the main ingredients, the usage and dosage and unsuitable user groups are optional).

——第四和五张商家个性化图，在保留品牌logo，店铺名的前提下－商家个性化自由发挥（严禁使用违禁词以及极限用语） 可包含产品内容物细节展示，品牌背书、适用人群、原料、产地、生产工艺认证标准、最佳搭配展示等。

——The fourth and fifth master pictures are personalized pictures of the merchant on which it is required to retain the brand logo and the store name, and then the merchant is free to personalize the pictures (prohibited words and limited languages are strictly forbidden); the pictures may contain the details of the contents in the product, the endorsement of the brand, suitable user groups, raw materials, the origin, the production process certification standards, and the demonstration of the best match, etc.

主图展示参考模板如下：

The template to display the master pictures is as follows:

l 第一张主图产品卖点+促销信息：   

l Selling points + promotional information of the product in the first master picture:   

l 第二张:

l Second:

l 第三张：商品成分信息面+放大的成分表  

l Third: Ingredient information surface of the product + amplified form of ingredients  

2.1.3 产品属性发布规范：

2.1.3 Product Attributes Release Norms:

产品发布时，必须正确选择品牌、产品规格。属性栏填写的商品属性必须真实，符合原销售目的国/地区相关标准。商品名称、配料表、储存方式、保质期、食用方法、原产国、生产企业、生产企业地址、净含量和规格。

When releasing the product, its brand and product specifications must be selected correctly. The product attributes filled in the attribute bar must be true and be in line with the relevant standards in the original sales destination country/territory.Name, list of ingredients, storage method, shelf life, editable method, country of origin, manufacturer, manufacturer's address, net content and specifications of the product.

2.1.4 产品Detail页面描述规范

2.1.4 Description Norms for the Product Detail Page

1)详情描述中必须包含一张能清晰且真实展现商品品牌的实物图片。

1) The description of the details must contain a real product image that can clearly and truly demonstrate the product brand.

2)详情描述中必须包含一张营养成分表的中文翻译件，中文翻译必须同商品实物图中营养成分表内容一致。

2) The description of the details must contain a Chinese translation of the list of nutritional ingredients, and such translation must be consistent with the list of nutritional ingredients in the real product image.

具体展示位置如下：

The specific place for display is as follows:

PC端：上传图片至“商品参数中：

PC end: upload the image to "product parameters:

无线端：上传营养成分表中文翻译件至：“商品图片处“

Wireless end: upload the Chinese translation of the list of nutritional ingredients to:

"the place of the product image"

参考路径：

Reference path:

3) 临近有效期/保质期期限的婴幼儿乳制品，必须在描述页面清晰明显地展示该商品的剩余有效期/保质期，或者以其他方式在页面中提醒买家。

3) Milk product for infant and young child that comes near to its expiry date/shelf life period must clearly and obviously demonstrate the remaining validity period/shelf life of the product on the description page or remind the buyers on the page in other ways.

4）该商品品牌故事

4) The brand story of this item

5）该店铺品牌授权书（建议填写）

5) Letter of brand authorization for this store (Recommended to fill in)

6）该商品检测报告商家自己送检符合国内外标准皆可（建议填写）

6) The inspection report of this item can be submitted by the merchant. It may meet either the domestic or foreign standards (Recommended to fill in)

7）跨境商品购买需求及风险告知（建议填写）

7) Cross-border item purchase demand and risk notification (Recommended to fill in)

8）该商品版本差异描述、包装变更提示

8) Prompt of the item's version difference, and change of packaging

9）溯源码（建议填写）

9) Tracking code (Recommended to fill in)

10）喂养指南

10) Feeding guide

11）冲调方法

11) Method of preparation

12）转奶小贴士

12) Tips on change of milk powder

13）常见问题

13) FAQ

2.2 婴幼儿乳制品产品标识标志规范

2.2 Product Mark and Logo Norms for Milk Product for Infant and Young Child

标签应标明下列事项：

The label shall indicate the following:

2.2.1 婴幼儿乳制品名称；

2.2.1 Name of the Milk Product for Infant and Young Child;

2.2.2 商品配料表；

2.2.2 List of Ingredients of the Product;

2.2.3 主要营养成分的中文名称及含量（如在现有技术条件下，不能明确功效成分的，则须标明与产品功能有关的原料名称）；

2.2.3 The Chinese Name and Content of the Main Nutritional Ingredients (if the efficacy ingredients cannot be identified under the existing technical conditions, the names of the raw materials related to the product functions must be indicated);

2.2.4 储存方式

2.2.4 Storage Method

2.2.5 净含量及规格；

2.2.5 Net Content and Specifications;

2.2.6 产品功能；

2.2.6 Product Functions;

2.2.7 适宜人群；

2.2.7 Suitable User Groups;

2.2.8 不适宜人群；

2.2.8 Unsuitable User Groups;

2.2.9 适用月龄，同时可用1段2段3段标注

2.2.9 Applicable Months, which can meanwhile be indicated with Phase 1, Phase 2 and Phase 3

2.2.10 食用方法及食用量；

2.2.10 Edible Methods and Consumption;

2.2.11 保质期/有效期；

2.2.11 Shelf Life/Validity Period;

2.2.12 储藏方法；

2.2.12 Storage Method;

2.2.13 过敏提示

2.2.13 Allergy Prompts

2.2.14 生产企业（自填）

2.2.14 Manufacturer (filled by the merchant)

2.2.15 生产企业地址（自填）

2.2.15 Manufacturer's Address (filled by the merchant)

2.2.16 特别提示：产品名称中有动物性来源的，应当根据产品配方在配料表中如实标明使用的生乳、乳粉、乳清（蛋白）粉等乳制品原料的动物性来源。使用的乳制品原料有两种以上动物性来源时，应当标明各种动物性来源原料所占比例。

2.2.16 Special tips: Where the name of the product contains animal sources, the animal sources of raw milk, powdered milk, whey (protein) powder and other milk product materials shall be truthfully indicated in the list of ingredients according to the product formula. Where the used milk product materials have more than two animal sources, the proportion of each material of animal source shall be indicated.

2.2.17 原销售目的国/地区：（自填）

2.2.17 The Original Sales Destination Country/Territory: (filled by the merchant)

2.2.18 注意事项；

2.2.18 Precautions;

2.2.19 有关标准或要求所规定的其他标签内容。 （自填）

2.2.19 The contents of other labels required by relevant standards or requirements.   (filled by the merchant)

2.3 产品质量规范

2.3 Product Quality Norms

2.3.1 商品质量必须符合该商品原销售目的国/地区的产品质量安全标准及天猫国际商品品质抽检质量要求。如法律法规有其他要求的，需遵守该等要求。具体要求见下表：

2.3.1 The product quality must comply with the product quality safety standards of the product’soriginal sales destination country/territory and the quality requirements on the quality spot-inspection of Tmall Global products. If there are other requirements prescribed by the laws and regulations, these requirements shall be complied with. The specific requirements are shown as follows:

2.3.2 婴幼儿乳制品禁止添加如西布曲名、酚酞等不能作食品原料的违禁成分。

2.3.2 It is forbidden to add the prohibited ingredients, such as Sibutramine and Phenolphthalein, that cannot be used as the raw materials for food, to the milk product for infant and young child.

2.3.3 商品不得为市场召回商品。

2.3.3 Products shall not be those recalled on the market.

2.3.4 产品宣传规范

2.3.4 Product Promotion Specification

商家发布在商品标题、主图的商品宣传内容，不得出现下列情形：

The following circumstances are forbidden when the merchants publish the product promotion content in the product title, master picture and details page:

——含有表示产品功效的断言或者保证，含有使用该产品能获得健康的断言表述。

——Contain assertions or warranties for the efficacy of the product, including assertions that using the product can be healthy.

——夸大功效或扩大适宜人群范围，明示或暗示适合所有症状及所有人群。

——Exaggerate the efficacy or expand the scope of the appropriate population, and indicate suitability for all symptoms and all the groups in an express or implied way.

——含有与药品相混淆的用语，直接或间接地宣传治疗作用，或者借助宣传某些成分的作用明示或者暗示该婴幼儿乳制品具有疾病预防、治疗的作用。

——Contain the words confused with the drug, directly or indirectly promoting the therapeutic effect, or promoting the function of certain ingredients to express or imply that themilk product for infant and young child is of disease prevention and treatment.

——与其他产品进行对比，贬低其它产品。

——Compared to other products, belittling other products.

——含有“无效退款”、“XX保险公司保险”等内容。

——Contain contents of“refundable in case of invalidity”or“insured by XX insurer”.

——含有“100%有效”、“零风险”、“安全”、“无毒副作用”、“无依赖”等承诺性表述。

——Contain "100% effective", "zero risk", "safe", "non-toxic and no side effects", "no dependence" and other commitments.

——含有有效率、治愈率、评比、获奖等评价性内容。

——Contain efficiency, cure rate, rating, award and other evaluation content.

——利用和展现国家机关及其事业单位、医疗机构、学术机构、行业组织的名义和形象，或者利用和展现专家、医务人员和消费者的名义和形象为产品功效作证明。

——Use and display the name and image of the state organs and their institutions, medical institutions, academic institutions as well as industry organizations, or use and display the names and images of experts, medical personnel and consumers, to prove the effectiveness of the products.

——明示或暗示可以替代母乳，使用哺乳妇女和婴儿形象。

——Express or imply the availability to replace breast milk, or use breastfeeding women and baby image.

——渲染、夸大某种健康状况或者疾病，或者通过描述某种疾病容易导致的身体危害，使公众对自身健康产生担忧、恐惧，可能导致公众误解不使用该婴幼儿乳制品就会患某种疾病或者导致身体健康状况恶化。

——Render or exaggerate a state of health or illness, or describe a physical hazard that is easily caused by a disease, causing the public to worry about their own health or fear, which may lead to public misunderstanding that no use of the milk product for infant and young child would cause a disease or lead to deterioration of health.

——使用公众难以理解的专业化术语、神秘化语言、表示科技含量的语言等描述该产品的作用特征和机理。

——The use of the terminology, mysterious language or the language of science and technology, which are difficult for the public to understand, to describe the characteristics of the product characteristics and mechanism.

——含有“最高技术”、“最科学”、“最先进”、“最佳”等绝对化或排他性的用语和表述的。   

——Contain the words“the most high-end technology", "the most scientific", "the most advanced", "best" and other absolute or exclusive terms and expressions.

——不得贬低其他生产经营者的商品或者服务。

——Shall not belittle the goods or services of other producers and operators.

商家发布在商品详情页的内容，需要如实描述。

Merchants publish the product content in the product details page, need to be truthfully described.

如中英文版本间存在任何歧义的，以中文版为准。

IN CASE OF ANY INCONSISTENCY BETWEEN THE TWO LANGUAGE VERSIONS, THE CHINESE VERSION SHALL PREVAIL.