Member enterprises, colleagues in the agricultural machinery distribution industry and the majority of agricultural machinery users:
In the new era of modern agriculture empowered by digital economy, online marketing of agricultural machinery has become an important engine for industrial upgrading. In order to resist false propaganda, low-priced dumping, commercial defamation, online and offline service disconnect and other chaotic phenomena, and to promote the construction of the industry's integrity and standardized marketing ecology, the China Agricultural Machinery Circulation Association has the following initiatives to the whole industry:
I. Strictly abide by laws and regulations, and build a solid foundation of integrity
Strictly follow the Advertising Law, the Anti-Unfair Competition Law, the E-Commerce Law, the Consumer Rights and Interests Protection Law, and other regulations, and resolutely put an end to it:
◐ False performance parameters, counterfeit products;
◐ Misleading promotional talk and false service promises;
◐ Data falsification such as brushing and speculation and faking user reviews.
II. Resisting vicious competition and maintaining market order
Advocating technological innovation and service optimization to enhance core competitiveness is strictly prohibited:
◐ Low price dumping;
◐ Price fraud;
◐ Mandatory bundling and tying;
◐ Discredit competitors and products.
III. Strengthening information disclosure and protecting users' rights and interests
True disclosure is required:
◐ Qualification of marketing entities and physical service outlets;
◐ Product manufacturer, model number and key parameters;
◐ After-sales policy and service limitation terms;
◐ Specifics included in the bid price.
IV. Standardizing digital marketing and promoting online and offline integration
Carry out live/short video marketing in accordance with the "Code of Conduct for Network Anchors" and "Measures for the Administration of Live Webcast Marketing (for Trial Implementation)" and other regulations. It should be done at the same time:
◐ Regulate content creation and improve content quality review rules;
◐ Anchor professional narration, disable inflammatory talk;
◐ Harmonization of standards for online promotion and offline services;
◐Establish the "online order - offline inspection - local delivery" closed loop;
◐ Establish a 24-hour response mechanism for after-sales issues.
V. Building an industry ecosystem and promoting win-win collaboration
Focused action:
◐ Resist firmly the disparagement of peers and the oppression of upstream and downstream interests;
◐ Prohibit malicious comparison marketing and boycott pulling up and stepping down;
◐ Broaden dispute resolution channels and rationally resolve differences in interests;
◐ Collaborate across the industry chain to develop service standards and smooth information communication and feedback channels;
◐ The association takes the lead in promoting outstanding typical cases of online marketing of agricultural machinery, focusing on supporting compliance benchmarking enterprises.
VI. Strengthening self-regulation and supervision and building a pattern of common governance
Joint implementation:
◐ Industry players participated in the development of the Self-Regulatory Convention on Online Marketing of Agricultural Machinery;
◐ Promote live agricultural marketing training and outreach programs to improve the industry's overall business capabilities and service levels;
◐ Formation of "live marketing observers" to monitor and make recommendations on disciplinary action against non-compliant subjects and personnel;
◐ Calling on the majority of agricultural machinery users to enhance self-protection awareness, alert to the online purchase of agricultural machinery may have quality risks and lack of service; choose to have a good reputation, a higher volume of transactions, to provide offline after-sales service merchants, as far as possible to buy the regular brand of agricultural machinery, in order to minimize the risk.
Let us promote the development of norms, integrity tree brand, hand in hand to create a healthy and orderly marketing of agricultural machinery new ecology, and jointly safeguard the reputation of the agricultural machinery circulation industry, the rural revitalization of the industry to contribute to the strength of the industry!
China Association for the Distribution of Agricultural Machinery
