The annual Tmall Double Eleven is about to kick off. As usual, many brands and businesses have already made full preparations for rushing sales. In Tmall Mall and various media platforms, they have made dazzling offers and discounts, such as "deposit inflation", "great gathering of the audience", "massive explosions for you to choose from" and "cash back when you buy".

However, in the midst of discounts, concessions and explosions, there will be news from time to time: "A shoe store that has been open for more than ten years has been refused to enter Tmall Supermarket" and "A seven-year women's clothing store unexpectedly missed Tmall's Double Eleven"

According to Tmall's entry rules, there is only one reason why an old store like this is refused: the trademark registration certificate.

Chapter 5 "Entry Restrictions" of the Notes on Entering Tmall clearly stipulates the entry of brands:

Tmall will not accept applications from individual industrial and commercial households or non-Chinese mainland enterprises for the time being.

for the time being, Tmall will not accept the applications of brands that have not obtained the trademark registration certificate or trademark acceptance notice (except for some imported goods), nor will it accept the applications of pure graphic trademarks.

The Double Eleven is just around the corner, and businesses want to cram for the last minute, so it is not feasible to apply for a trademark-it takes about one year to register a trademark!

In addition, there are other conditions for entering Tmall in terms of trademarks:

It takes more than two years to register a trademark, and one year if the trademark is found to be transferred or sold. It means that the trademark status is R mark, and it must be registered for two years or more, and it has not been transferred in the last year.

this shows that even if you get the trademark certificate, you still can't settle in Tmall before you reach the fixed number of years.

Not only entering Tmall, but also the trademark registration certificate is playing an increasingly important role in other aspects. Trademark certificate is the intangible property of an enterprise, which plays a vital role in the operation of the enterprise. It is not only conducive to the long-term development of the brand, but also legally protects its own economic interests at critical moments.

enterprises that haven't registered a trademark certificate should pay attention to it!