天猫国际店铺类型有哪些-天猫国际2022招商标准

天猫国际店铺类型有哪些-天猫国际2022招商标准

为了满足中国消费者不断提升的消费品味和消费能力，天猫国际定位中国高端消费者群，面向全球招募最纯粹海外商家。入驻商家必须具备中国大陆以外资质的公司实体，拥有海外注册商标，具备海外零售等与其经营业务相关的资质和许可，并且在国外有良好的信誉和经营状况。

天猫国际暂未授权任何机构进行代理招商服务，入驻申请流程及相关的收费说明均以官方招商页面为准。

一、入驻须知

1、天猫国际可根据实际情况（包括但不仅限于品牌需求、公司经营状况、服务水平等因素）决定是否准许入驻；同时天猫国际可在申请入驻及后续经营阶段要求客户提供其他资质；天猫国际将结合国家相关规定、各行业发展动态及消费者购买需求，不定期更新入驻和经营标准。

2、商家必须如实提供资料和信息。

（1）请务必确保您申请入驻及后续经营阶段提供的相关资质和信息的真实性（若您提供的相关资质（包括但不限于商标注册证、授权书）为第三方提供的，请务必先行核实文件的真实有效性），一旦发现资质或信息虚假的，您的公司将被列入非诚信客户名单，天猫国际将不再与您进行合作；

（2）商家应如实提供其店铺运营的主体及相关信息，包括但不限于代理运营商、实际店铺经营主体等身份、地址和联系方式、资质许可等信息；天猫国际关于商家信息和资料变更有相关规定的从其规定，如商家变更所列信息，应提前十五天书面告知天猫国际。

二、招商说明

1、天猫国际招商方式包含：邀约制招商、品牌自主入驻、以及热招品牌池，天猫国际经营大类详见《天猫国际经营大类一览表》。

2、开店主体需为海外或香港、澳门、台湾的实体公司。

3、优先招募海外及港澳台知名实体卖场/B2C网站和未进入中国市场的海外知名品牌。

三、天猫国际店铺类型及相关要求

1、品牌旗舰店

自有品牌或由商标权人直接提供独占授权的品牌入驻天猫国际开设的店铺。

原则上品牌旗舰店只能销售对应品牌下的商品，如该店铺品牌为集团品牌可销售该集团下多个品牌的商品。其商品须直接来源于店铺品牌商标持有人。

2、卖场型旗舰店

线下连锁超市、卖场或者线上B2C网站品牌商标权人直接入驻天猫国际开设的店铺。同时商家销售的商品可追溯到店铺品牌的35类商标持有人及其商品对应的商标权人。该类型店铺支持邀约入驻和商家自主入驻。

3、行业卖场型旗舰店

开店主体为主要经营若干个行业品类的（如服饰、母婴、美妆、个护等）的线下连锁超市、卖场或者线上B2C网站的该商标权人直接入驻天猫国际开设的店铺。如满足上述条件的店铺需销售非所属行业品牌的商品时，需提供来自该店铺品牌方的一级授权或者一级进货凭证。其销售的商品可追溯到店铺品牌的35类商标持有人及其商品品牌方。单个店铺内经营的商品范围限制三个主营行业，除三个主营行业外，其他均为非主营行业。同时，平台也会综合评估店铺经营及服务等指标数据，不排除限制单个经营行业类目的可能性。该类型店铺支持邀约入驻和商家自主入驻。

4、专卖店

品牌商标权人提供开店授权入驻天猫国际开设的店铺。

5、专营店

同一天猫国际经营大类下经营两个及以上品牌的店铺。

6、银河专营店

指代销天猫国际直营或天猫国际品牌旗舰店货品专营店，无经营大类限制。

申请入驻天猫国际资质要求详见《天猫国际商家资质标准》、《天猫国际在营商家资质细则》，天猫国际认可的特殊情况除外。

四、店铺保证金/软件服务年费/费率标准

1、店铺保证金

天猫国际经营必须缴纳保证金，保证金主要用于保证商家按照天猫国际的规范进行经营，并且在商家有违规行为时根据《天猫国际商户服务协议》及相关规则规定用于向天猫国际及消费者支付违约金。根据店铺性质不同，天猫国际店铺保证金标准及明细详见《天猫国际资费标准 Tmall Global Fee Standards》。

2、年费

商家在天猫国际经营必须交纳年费。年费金额以一级类目为参照，分为3万人民币或6万人民币两档，各一级类目对应的年费标准详见《天猫国际各类目技术服务费年费一览表》。

3、实时划扣软件服务费

商家在天猫国际经营需要按照其销售额一定百分比（简称“费率”）交纳软件服务费。天猫国际各类目软件服务费费率标准详见《天猫国际各类目技术服务费年费一览表》。

五、入驻限制

1、商家因严重违规、资质造假等被清退出天猫国际的（国内发货情形除外），永久限制入驻，合作的范围包含但不限于：变更经营主体的方式重新开启已清退的店铺、严重违规被清退店铺的经营主体申请开新店。

2、一个自然年内商家主动退出天猫国际2次的，自退出之日起六个月内，不得再以原主体或变更主体的方式重新开启原店铺。

Tmall Global Merchant Acceptance Standards of 2021

This regulation was last modified and published in February 7，2021 and scheduled to take effect on February 18, 2021.

Statement by Tmall Global: to meet Chinese consumers’ constantly rising taste and power of consumption, Tmall Global decides to recruit the overseas merchants globally for Chinese high-end consumers. Merchants must possess corporate entities outside Mainland China, overseas registered trademarks, and overseas retail qualifications, and boast excellent credit standing and operating status.

Tmall Global does not authorize any institution as the agency for the recruitment of merchants temporarily. Please refer to the official merchant attraction webpage for application procedures and pertinent charge descriptions.

I. Instructions on investment attraction:

1. Tmall Global can decide whether to allow merchants to join the platform according to the actual conditions (including but not limited to brand demands, business performance, and service quality). In addition, Tmall Global can ask for other qualifications from merchants during joining application and the following business operations. Tmall Global will update the joining and business operations standards occasionally in accordance with related laws and regulations of China, developments in various sectors, and consumption demands.

2. All the information and documents provided by merchants shall be authentic and accurate.

(1) Merchants must ensure the authenticity of information and certifications submitted during joining application and the following business operations. They shall verify the authenticity and validity of related certifications by themselves first if the documents (including but not limited to trademark registration certificate and letter of authorization) are provided by the third party. Any merchant whose information or certifications have been found to be false will be added on the dishonest customer list and be barred from cooperation with Tmall Global.

(2) The merchant shall truthfully provide the store operating entity and relevant information, including but not limited to the identities, addresses, contact information, qualifications, and licenses of the agent operator and actual store operating entity. If Tmall Global has regulations regarding the change of merchant information and data, the regulations shall be followed. If the merchant changes the information listed, it shall inform Tmall Global in writing 15 days in advance.

II About Merchant Recruitment

1. Tmall Global mainly recruits merchants through targeted invitations, applications submitted by merchants, and selection from the hot brand pool. For more information, see the Tmall Global Business Categories List.

2. The business owners shall be entities in Hong Kong, Macao, Taiwan, and abroad.

3. Priority will be given to renowned physical marketplaces and B2C websites in Hong Kong, Macao, Taiwan, and abroad, as well as famous international brands that have not yet entered into the Chinese market.

III. Tmall Global Store Types and Related Requirements

1. Brand flagship store

Stores opened by brand owners or exclusive dealers directly authorized by trademark owners on Tmall Global.

In principle, the brand flagship store can only sell goods under the corresponding brand. If the store brand is a group brand, it can sell goods under multiple brands of the group. The goods must directly come from the store brand trademark holder.

2. Marketplace flagship store

Stores opened directly on Tmall Global by the brand trademark owners of offline chain supermarkets, marketplaces, or online B2C websites. The goods sold by the merchants can be traced back to the class-35 trademark holders of the store brands and the corresponding trademark holders of the goods. Such stores can be opened through targeted invitations or applications submitted by merchants.

3. Industrial marketplace flagship store

Stores opened directly on Tmall Global by the brand trademark owners of offline chain supermarkets, marketplaces, or online B2C websites that operate product categories of several industries (such as Clothing, Maternity & Baby, Beauty, Personal Care). If a store that meets the above conditions needs to sell goods of brands of non-designated industries, the store shall provide the tier-1 authorization or purchase invoices from the store brand. The goods sold can be traced back to the class-35 trademark holders of the store brands and the brand owners of the goods. The range of products operated in a single store is limited to three main industries, and the others are non-main industries. In addition, the platform will comprehensively assess the stores' operations, services, and other performance indicators. A store may be restricted to operating product categories of only one industry. Such stores can be opened through targeted invitations or applications submitted by merchants.

4. Exclusive shop

It refers to Tmall Global stores with store opening authorization from brand trademark owners.

5. Franchise store

It refers to stores operating two or more brands under the same business category of Tmall Global.

6. Galaxy franchise store

Franchise stores selling the products of direct-sale stores of Tmall Global or brand flagship stores thereof on commission without restrictions on business categories.

For more information about the qualifications for applying to join Tmall Global, see the Tmall Global Merchant Qualification Standards and the Detailed Rules for Qualification of Tmall Global Merchants in Operation. Still, there are certain exceptions to the rules.

IV. Security Deposit/Annual Software Service Fee/Rates

1. Security Deposit

Any merchant operating on Tmall Global must pay a security deposit, which is used to ensure that the merchants run their business in accordance with the rules of Tmall Global and pay the penalties to the platform and customers according to the Tmall Global Merchant Services Agreement and related rules and regulations should any violation occurs. The amount of security deposit varies depending on the type of stores. For more information, see the Tmall Global Fee Standards.

2. Annual Fee

Any Merchant operating on Tmall Global must pay an annual fee. The amount of annual fee is based on A-level categories and it is divided into two rates: RMB 30,000 and RMB 60,000. Please refer to the   Tmall Global Technical Service Fee Breakdown for Different Categories for corresponding annual fee standard of different A-level categories.

3. Real-Time Deduction of Software Service Fee

Any merchant operating on Tmall Global must pay a software service fee based on a certain percentage of their sales (referred to as "rates"). For software service rates of different categories, please refer to the Tmall Global Technical Service Fee Breakdown for Different Categories.

V. Restrictions for Joining

1. Merchants whose stores have been terminated by Tmall Global due to serious violations of rules and regulations and fraudulent qualifications (excluding shipping from China) will be banned from launching stores on the platform permanently. The scope of restriction includes but is not limited to: Reopening the terminated store by changing the business entity, and applying for opening new stores by business entities whose stores have been terminated due to serious violations.

2. Merchants who have voluntarily withdrawn from Tmall Global twice in a natural year will not be allowed to reopen their original store with the same business entity or by changing the business entity within six months from the day of the second withdrawal.

IN CASE OF ANY INCONSISTENCY BETWEEN THE TWO LANGUAGE VERSIONS, THE CHINESE VERSION SHALL PREVAIL.
如中英文版本间存在任何歧义的，以中文版为准。

以上内容由天猫国际代运营公司整理提供