Tmall flagship store is a store opened by a merchant using its own brand (the trademark is R or TM status), or with an exclusive authorization issued by the trademark owner, to open on Tmall.

In fact, there are differences in the requirements for entering Tmall flagship stores in different categories. Generally speaking, flagship stores need to meet the following conditions:

1. Number of brands: 1 (more than The brand is invited to settle in)

2. Authorization requirements: Exclusive authorization letter directly authorized by the brand owner

Take the book-related Tmall flagship store as an example:

1. Requirements for investment promotion

If a non-publishing company opens a flagship store, the registered capital must be no less than RMB 1 million;

2. For a franchise store, 6 stores must be established in accordance with the law months and above;

3. Must have general taxpayer qualifications;

4. If a publisher is not applying for a flagship store, a trademark registration certificate or a trademark that has been used for six months from the date of application must be provided Registration acceptance notice;

5. To operate books and publications, publisher flagship stores must submit a scanned copy of the "Book Publishing License", and specialty stores and non-publishing flagship stores must submit a "Publication Business License" 》Scan copy;

6. If you operate imported publications, you need to submit documents proving the distribution cooperation with the publications import and export company. The publications import and export company needs to submit the "Publications Import Business License" or Registration documents for imported publications;

7. If you are dealing in non-imported publications and non-publishing companies opening stores, you need to provide direct authorization from at least 2 or more publishing houses;

8. If a non-publishing company opens a flagship store, it must provide 10 or more books with the registered trademark or trademark LOGO of the private publisher;

9. If it operates in the knowledge service category, it needs to be based on the business form. Submit the following corresponding qualification materials: (1) Provide a telecommunications and information service business license (ICP certificate or ICP registration number), (2) provide at least one of the "Internet Culture Business License" or "Audio-Visual License" of the company that opens the store. copies;

10. All submitted materials must be stamped with the official seal (fresh seal) of the store opening company.

2. Enterprise qualifications, brand qualifications and industry qualifications

1. Enterprise qualifications: scanned copy of the enterprise's business license (it must be ensured that it is not in the directory of abnormal enterprise operations and that the goods sold are in business Within the business scope of the license), a scanned copy of the bank account opening license, a scanned copy of the front and back of the legal representative’s ID card, a scanned copy of the front and back of the contact person’s ID card, a letter of authorization issued by the merchant to Alipay, and general taxpayer qualification

2. Brand qualifications: A scanned copy of the trademark registration certificate or trademark registration application acceptance notice issued by the State Trademark Administration, and an exclusive authorization letter

3. Industry qualifications: If you operate book publications, the publisher’s flagship The store needs to provide the "Book Publishing License", and the non-publishing publishing house flagship store needs to provide the original or scanned copy of the "Publication Business License". Businesses that operate non-imported publications, and non-publishing publishing houses need to provide at least 2 or more stores. Those directly authorized by publishing houses and non-publishing publishing houses opening flagship stores (except store-type flagship stores) must provide 10 or more books with registered trademarks or trademark LOGOs of private publishers

Reference source: Books Qualification requirements and conditions for entering Tmall