What is the threshold for companies to enter Tmall?

The registered capital of merchants entering major categories such as apparel must be more than RMB 1 million, and a brand invitation system will also be adopted for entry.

Tmall issued an announcement on adjusting new investment standards, raising the threshold for merchants to enter. Its announcement shows that starting from 0:00 on March 9, 2015, the registered capital of merchants in clothing and other major categories must be higher than 1 million yuan, and the brand invitation system will also be adopted. There are three types of Tmall merchant stores: flagship stores, specialty stores, and specialized stores. Brands that have not registered trademarks with the China Trademark Administration are temporarily not accepted.

Apparel, maternal and infant, household appliances, medical and health products, auto parts and other major categories require a registered capital of more than 1 million yuan, and the company needs to be established for more than 2 years; for other major categories, such as travel, photography , movie tickets, etc. have many restrictions such as no less than 300,000 yuan. In terms of recharge centers for China Mobile, China Unicom and China Telecom, only operators at the provincial level and above can open flagship stores.

The rules will change during the review of new merchants who apply to operate here. The biggest investment change is the establishment of an investment brand library. This move also means the beginning of targeted investment promotion. Only brands invited by Tmall can enter, and this will end the way for merchants to enter independently.

However, Tmall official added that the brands invited for investment will be updated at an appropriate time based on consumer demand and the structure of each category in the Tmall market. The updated content will also be posted on the Tmall investment channel. Make public announcements.

Extended information:

On July 1, 2018, the British Museum opened its first flagship store on Tmall, selling museum cultural and creative derivatives. But it took half a month for this store to really become popular. After being forwarded by Weibo Vs such as Gu Dabaihua and Yuqian Yujie, the store has been "captured" and attracted 60,000 fans in just a few days.

This is not the first time the British Museum has come to China to test the waters. In 2017, exhibits from the British Museum were exhibited in Shanghai, and peripheral products were sold out, with sales exceeding 3 million yuan. In the same year, the museum reached cooperation with Alibaba and Tmall, and successively authorized the design copyright of the collection to Tmall’s registered brands such as Paradise Umbrella, ITO Suitcase, Belle, etc. These brands have also launched some cooperative products.

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