With the booming development of cross-border e-commerce, more and more overseas merchants are seeking to open stores on Tmall Global, China’s leading cross-border e-commerce platform, to expand into the Chinese market. However, when choosing to enter Tmall Global, merchants need to first understand the types of stores on the platform and their relevant requirements so that they can make the best choice based on their own situation. This article will analyze the types of stores on Tmall Global and their entry requirements in detail to help merchants better understand and prepare for entry.
1. Brand flagship store: Demonstrating brand power
Brand flagship store is a type of store on Tmall Global that is designed for private brands or brands that are directly provided with exclusive authorization by trademark owners. This type of store mainly displays and sells products under the corresponding brand. If the brand is a group brand, it can also sell products from multiple brands under the group. When entering a brand flagship store, it is necessary to ensure that the products are directly sourced from the store brand trademark holder to reflect the brand’s legitimacy and authority.
2. Store-type flagship store: a new retail model integrating online and offline
Store-type flagship stores are stores set up for offline supermarket chains, stores or online B2C website brand trademark owners to directly enter Tmall International. This type of store not only integrates the online and offline retail models, but also requires that the goods sold by merchants can be traced back to the 35 trademark holders of the store brand and the trademark owners corresponding to their goods. The emergence of this model has further promoted the development of new retail and provided consumers with a more convenient and rich shopping experience.
3. Industry store-type flagship store: one-stop shopping for multiple industry categories
Industry store-type flagship stores are mainly for offline supermarket chains, stores or online B2C website brand trademark owners who operate several industry categories. This type of store supports merchants to sell goods in multiple industries, but requires that goods that are not brands of the industry they belong to must provide a first-level authorization or first-level purchase certificate from the store brand. At the same time, the platform will also conduct a comprehensive assessment of store operations and service indicators to ensure the business quality of merchants.
Fourth, exclusive stores and franchise stores: focus and diversity coexist
Exclusive stores are the type of stores that brand trademark owners provide store opening authorization to enter Tmall International, and they mainly sell authorized products under the corresponding brand. Franchise stores refer to stores that operate two or more brands under the same Tmall International business category, providing merchants with a broader business space.
Five, Galaxy franchise stores: innovative practice of the agency model
Galaxy franchise stores are a special type of store on Tmall International, mainly selling goods on behalf of Tmall International direct stores or Tmall International brand flagship stores. This type of store has no business category restrictions, providing merchants with a more flexible business model.
In summary, Tmall International provides merchants with a variety of store types to choose from, each type has its own unique entry requirements and business models. When choosing to enter Tmall International, merchants should comprehensively consider factors such as their own brand positioning, business strategy and market demand, and choose the store type that best suits them. At the same time, merchants must also carefully understand and comply with the platform’s entry requirements and regulations to ensure the smooth operation and sustainable development of the store.