With the continuous upgrading of Tmall Global’s import strategy, more and more overseas merchants are seeking to enter this cross-border e-commerce giant platform to expand their business in China and reach the vast number of Chinese consumers. However, in the process of entering Tmall Global, merchants first need to face the problem of choosing the type of store. This article will analyze the types of stores on Tmall Global in detail and provide merchants with practical strategies for choosing the type of store that suits them.
1. Overview of Tmall Global Store Types
Tmall Global has a rich variety of store types, including brand flagship stores, store-type flagship stores, industry store-type flagship stores, specialty stores, franchise stores, and Galaxy franchise stores. Each store type has different requirements for the merchant’s brand type, the number of brands operated, and the category of goods. When choosing a store type, merchants should fully consider their own brand positioning, business strategy, and long-term development plan.
2. Store selection with the goal of shaping the influence of their own brands
For merchants who want to shape the influence of their own brands and achieve sales conversion, brand flagship stores or store-type flagship stores are ideal choices. Brand flagship stores are suitable for merchants with their own brands or brand merchants with exclusive authorization letters. They can operate products under the corresponding brands or products under the sub-brands of the corresponding group brands. The store-type flagship store is aimed at service brands, requiring merchants to have direct ownership of 35 types of trademarks (R marks) and have a certain number of offline physical stores.
3. Selection of stores that achieve sales conversion with the influence of well-known brands
If merchants hope to achieve sales conversion with the influence of existing well-known brands, then specialty stores are a good choice. Specialty stores require merchants to provide a store opening authorization letter issued by the trademark owner and can only operate authorized products under the corresponding brand. This method helps merchants to attract more consumers to pay attention and purchase with the appeal of well-known brands.
4. Selection of stores with the goal of creating industry influence
For merchants who want to create industry influence and achieve sales conversion, industry store-type flagship stores or franchise stores are more suitable choices. Industry store-type flagship stores are mainly aimed at industry service brands, requiring merchants to have the ability to operate multiple main industries and have a certain number of offline physical stores. Specialty stores require merchants to operate two or more brands of goods under the same category, which helps merchants expand their business and enhance their brand influence in the same field.
5. Characteristics of Galaxy Specialty Stores and Applicable Merchants
As a special store type of Tmall International, Galaxy Specialty Stores have no restrictions on the categories and quantities of goods operated by merchants. They are generally specialty stores for Tmall International direct sales or Tmall International brand flagship stores. This type of store is suitable for merchants who want to operate flexibly and are not restricted by product categories.
When choosing a Tmall International store type, merchants should be result-oriented and clarify their own business type, brand positioning and business strategy. Only by choosing the right store type can merchants better utilize Tmall International platform resources to achieve business growth and enhance brand influence.