All brands with registered trademarks can do this

The difference between Taobao Mall’s “specialty stores”, “specialized stores” and “flagship stores”

Enter the mall One thing is to understand the differences between these three stores. When you are in the C store, these are not important. But in the mall, this is not only a symbol of status, but also a key to power. An identity with characteristics has specific rights. This is mainly reflected in the mall's controllability compared to Taobao's conventional system. What can be done and what cannot be done. Oh. Especially for those entrepreneurs who are lucky enough to get revenge, it is particularly important to understand the relationship between these three. OK let’s start with their differences.

Flagship store: A merchant enters Taobao Mall with its own brand (? or TM), and the store it opens is called the "official flagship store" of the brand.

Business entity: self-owned brand Enterprises with brands (the brand must be owned by the enterprise applying to open a store or the legal representative of the enterprise)

Brand qualifications: Trademark registration certificate or trademark acceptance notice issued by the State Trademark Administration

Operation Scope: All products under the same brand and the same first-level category

Specialty store: An enterprise holds a formal brand authorization letter and opens a store of the brand on Taobao Mall, which is called a "brand specialty store"

Business entity: a corporate legal person officially authorized by the brand owner

Brand qualification: Trademark registration certificate issued by the State Trademark Administration issued by the brand owner, issued by the brand owner provided by the company applying to open a store The formal authorization letter must have no geographical restrictions; if the brand owner is an individual, he must also provide a copy of his ID card and sign the authorization letter

Business scope: the same level under the authorized brand All products in the category

Specialized stores: Enterprises operate multiple (at least two) brands under the same first-level category on Taobao Mall. Such stores are called specialized stores

Business entity: corporate legal person registered in mainland China

Brand qualifications:

A. Private brand: a trademark registration certificate or trademark acceptance notice issued by the State Trademark Administration is required

B. Other brands:

a. A letter of authorization with a complete authorization chain is required (that is, the authorization letter provided by the merchant must be able to be pushed back to the brand owner step by step); brand maintenance Someone’s trademark registration certificate;

b. If the merchant cannot provide step-by-step authorization to its own brand authorization letter, it can also provide formal channel certification issued by the supplier; the brand holder’s trademark registration Certificate;

Note: Proof of purchase channels provided by the supplier includes:

a. Brand authorization letter held by the supplier (it is necessary to ensure the integrity of the authorization chain, that is, supply The authorization obtained by the supplier must be able to be pushed back to the brand owner step by step); b. A formal purchase invoice issued by the supplier. The invoice content must include information such as brand, product name and quantity, and the company name displayed on the invoice stamp must The same as the supplier's company name;

Simply put

Flagship store------the powerful brand owner. Only one brand can be operated.

Specialty stores------first-level licensees of brands, can only operate one brand.

Specialized stores------can operate multiple brands at the same time. The brands they operate can be their own or authorized by the brand owner or the secondary authorization of the brand licensor

Part 1 The second step is to talk about my understanding of these three stores.

It is not news that Taobao wants to attract brand owners. It’s just that the mall didn’t have much appeal in the early days. For some large brands, there is still a lack of motivation to settle in. Therefore, Taobao pioneered the creation of two new stores: specialty stores and specialized stores. In my opinion. Specialized stores are just an excessive form. It can be said to be the paving stone for the mall to cooperate with all brands. It is a chamber pot type and is thrown away after use. It does not have the support of Taobao traffic and does not have the price advantage and flexibility of C-stores. mode of operation. According to the guidance of Taobao's supportive policies and the black hole effect in online marketing. The future for specialty stores is bleak. Specialty stores are the stepping stones.

In contrast, specialty stores are a good choice for people with strong online trading capabilities. If a strong brand's online sales reach a certain amount, (I personally think that around 10 can attract their attention.) At this time, he can choose to outsource this part of the sales. This outsourcing model is a specialty store, which conducts online retail and distribution on the Internet. This is a general direction and trend. China's online sales are only 2. Of course, different brands have different situations. It is the general trend to introduce brands to the Internet (otherwise, Jack Ma is a strategist and a good word. He can stand in the future and look at the present.) Specialty stores are for enterprises. provides such a platform. Let brand owners who do not have the ability or energy to cooperate with operators who have the ability to operate. (To put it bluntly, it is to provide a platform. You all can come and play here. Brand operators, etc., all need money to play here. This is how Taobao feeds us.) What I just mentioned is a strong brand. For Some non-strong brands want to find a way out on the Internet. Good traders are the same as gods. hehe. So at least in the early stage, the prospects for specialty stores are still good. Especially when you have proven your ability to destroy other stores selling the same brand. At this time, Taobao and the manufacturer will be waiting to see you. Life was more nourishing then (this is the Colosseum, and only the last person alive is the winner). It can be expected that the road to the specialty store in the mall will be full of killings. You are only temporarily safe when you are alone. The competition from other brands has just begun, and the Gladiator's life has just begun. This is what Taobao wants to see most. Competition between brands rather than between stores.

OK finally arrived at the flagship store. Flagship stores are the ultimate destination for brand owners. (When the network ratio can reach about 30%, it should be enough to attract the attention of merchants. At this time, he can have two options, continue to outsource, or organize a team to operate. I think there will be more of the latter, unless there is nothing Motivated manufacturers. The reason is simple. Traders have no pricing power. Those who can survive all the way, haha, only those who can control the chain are the most competitive. As for what is below, I cannot analyze it at my current height.