The process of opening a store in Tmall will usher in a major change.

starting from April 19th, Tmall will lower the threshold for opening stores, and will pilot the "Tmall trial operation period" for the first time. In other words, the qualification examination will be simplified for merchants who apply to open a store in Tmall in the future. After passing the 7-month trial operation ability examination, they will become official Tmall stores.

This is a major change in the rules for merchants to open stores since Tmall was founded in 29. According to the "Announcement on Adjustment of Tmall Merchants' Entry Rules" issued by Tmall official website, this move is to give merchants more opportunities to demonstrate their business capabilities, and to select high-quality merchants more fairly and effectively to serve consumers with Tmall.

it is understood that the trial operation period of tmall will start with four industries, including beauty and skin care, personal care, household cleaning and maternal and child industries, including beauty and skin care, essential oil, make-up, perfume, children's wear, baby clothes and parent-child clothes.

In the future, Tmall will only conduct an industry audit once, and the pass rate will be higher if the merchants submit it themselves. After the merchants successfully apply for "trial operation", they will enter the trial operation period of Tmall. There is no difference between the stores in the trial operation period and the normal stores, but the longest duration (that is, the trial operation period) is 21 days, and the new merchants can officially open Tmall stores if they all pass the assessment in six dimensions. It is worth noting that Tmall has not authorized any third party to apply for it, and finding a third party to settle in will actually affect the trial operation opportunity.

However, if the rules are simple and the threshold is low, it does not mean that the standard is lowered. It is reported that in order to ensure the stability of consumer experience, the assessment requirements for business operation ability are the same as those of other Tmall stores.

new businesses need to be assessed at the 3th day, 9th day, 15th day and 21th day after the store goes online, so as to verify the comprehensive service ability of the store to consumers. The assessment content includes six dimensions: store turnover, commodity experience, logistics experience, after-sales experience, consulting experience and dispute complaint experience, among which five dimensions are directly related to consumer experience.

"We welcome capable entrepreneurs, regardless of their size and qualifications." The relevant person in charge of Tmall's investment promotion team told reporters that in recent years, more and more merchants have applied to open Tmall stores, and Tmall will continue to introduce new measures to simplify the rules of merchants' entry and lower the business threshold, including lowering the threshold for merchants' qualifications. Measures will also be launched in the near future.

since January this year, tmall management has repeatedly stated that in 221, it will focus on optimizing the business experience and consumer experience. To this end, Tmall has also made adjustments to its organizational structure, strengthened teams such as merchant strategy and merchant back-end tools, and established exclusive merchant service and consumer service operation teams. On April 1th, a letter from Alibaba to customers and the public also indicated that it would further strengthen customer value, focus on customer experience, and continue to introduce a series of measures to lower the platform operating threshold and reduce the platform operating cost.

Tmall flagship store in Taobao represents stricter product quality assurance and excellent after-sales service, so many consumers are more willing to shop in Tmall stores. Similarly, the presence of Tmall symbolizes strictness, so what conditions and expenses are needed to enter the Tmall store? I. Conditions for the entry of Tmall stores

1. Only enterprises in Chinese mainland are eligible to apply for the entry of Tmall, and applications from individual industrial and commercial households and non-Chinese mainland enterprises are not accepted for the time being; Tmall will not accept applications for brand opening without obtaining the trademark registration certificate or trademark acceptance notice issued by the State Administration of Trademarks (except for some categories of imported goods), nor will it accept applications for pure graphic trademarks.

2. When entering Tmall flagship store, you must first own a company, which must be registered in mainland China, including legal person (company) and partnership (partnership), and hold the corresponding business license and tax registration certificate.

3. You must have a trademark when you enter the Tmall flagship store. The trademark must be registered in word mark, and you must have a trademark registration certificate or a notice of acceptance of trademark registration application (except for some categories of imported goods).

4. The brand manufacturer of Tmall flagship store must provide: enterprise qualification, and the applicant must hold the business license and tax registration certificate of mainland enterprises; Brand qualification, the applicant must hold the trademark certificate of China or the notice of trademark acceptance. Service qualification: the applicant enterprise shall abide by the service standards of "Tmall" 7-day unreasonable return and exchange, providing regular sales invoices, integral activities and so on. Second, the entrance fee for Tmall stores

The annual entrance fee for Tmall is 3, yuan, which is paid every year. In addition, a certain amount of Taobao deposit is required, 15, yuan with TM trademark, all of which are 1, yuan with R trademark, and Tmall will deduct 5% from every successful transaction;

All of the above do not include the renovation cost of Tmall Mall and other fixed investment costs. The fixed investment includes personnel salaries, office space, office equipment and other expenses. Therefore, the cost of moving into Tmall is quite high, so it is necessary to check clearly when moving in.

the cost of entering the tmall platform is still relatively high, so merchants who want to enter the platform should consider it clearly. In addition, after moving in, merchants need to understand the rules and standards of all aspects of the Tmall platform. If even this minimum "active practical ability" is not available, it will be difficult to control various emergencies in the operation of Tmall stores.