First of all, Tmall Mall is divided into three categories: Tmall flagship store, Tmall franchise store and Tmall specialty store. Combining the three categories of Tmall, let's take a closer look!
Shop selection is the key. First of all, we must be clear about our own needs, what products we want to make and what types of stores we need. After the "store development direction positioning" is good, go to find a store that suits you. From the point of view of store quality, analyze the following three points: 1. Online shop backstage, 2. Company transfer, 3. Trademark transfer.
1, online shop background
Items to be inspected: dynamic situation (mainly depending on whether it will affect the renewal of the lease), operation situation (whether it meets the standards to determine the annual fee refund ratio), category authorization (ensuring that one's products can be released), violation (knowing the violation to prevent further punishment), demotion (preventing the store from being blocked), loan situation (knowing the store's arrears), after-sales and complaints (trying not to participate in foreseeable disputes in the original seller's order), and
2. Company transfer
Inspection items: taxpayer qualification (generally small-scale, the tax rate is determined), registered capital subscription (original shareholders' obligation), tax payment (preventing tax arrears), shareholders' situation (ensuring normal signature and transfer), registered address (knowing the cost), annual report (whether the annual report of the company is normal), and creditor's rights and debts (whether there are potential risks);
3. Trademark transfer
Items to be inspected: trademark status (R/TM), trademark ownership (to ensure that it is transferred to its own name), trademark category, trademark name and meaning.
Matters needing attention
1. Flagship store transfer:
Conventional flagship store transfer includes: online store+company+trademark, all of which are indispensable, otherwise it cannot be transferred or the transfer price is much lower than the market price; During the transfer of flagship store, sellers should pay attention to clarifying the ownership of trademarks in advance. If the trademark is not in the company's name, you need to complete the notarization of trademark transfer as soon as possible, otherwise it will prolong the trading cycle and delay the normal trading. Secondly, in terms of online store accounts, it is necessary to clean up controversial orders and possible violations as soon as possible to ensure that stores will not be punished for order disputes, resulting in the inability to continue trading. In the preparation of the company's transfer, it is necessary to clarify the accounting and tax issues of the company in advance and negotiate with shareholders in advance to ensure the smooth completion of the transfer.
2. Franchise store transfer:
The transfer of regular franchise stores includes: online store+company+authorization. In the general market demand, because franchisees do not contain trademarks, all recipients will consider the time limit of trademark authorization more. Relatively speaking, the price of franchise stores is lower than that of flagship stores, except for some franchisees authorized by big brands. At present, a small number of franchise stores in the market include trademark transfer, and its transfer price can be comparable to that of flagship stores in the United States. Similarly, on the issue of online stores and companies, the precautions for the transfer of flagship stores I just mentioned are the same.
3. Transfer of exclusive store:
A specialty store is a store that designates a brand but does not transfer a trademark. The transfer of specialty stores mainly includes online store+company+limited authorization. A specialty store is like a branch under a flagship store. Due to trademark rights, the demand on the market is relatively small at present, unless it is some big-name specialty stores. So are online stores and companies. Some sellers will also ask how Wu Paojun gave the valuation. The main value reference of Tmall store transfer includes: store type, first-class category, dynamic score, brand selling point, brand added value, operating conditions, etc. (Back-end value and invisible value focus on the seller's truthful description).
Next, let's look at the enterprise store.
First, the matters needing attention in the transfer of Taobao stores in enterprises (there may be a few people who don't know what store upgrade is, so let's take science first)
Definition: What is a store upgrade?
A: Store upgrading refers to changing the business entity of a store from an individual to an enterprise without affecting the operation of the store. At the same time, keep the business information of the store (such as the name, reputation and transaction data of Want Want). ).
Personal store upgrade enterprise store operation process:
Step 1: First, check whether the store meets the upgrade conditions. (Log in to Seller Center-Customer Service-Store Upgrade to see if the store meets the upgrade conditions of 17. If there are items that do not meet the requirements, you can click View Details to deal with them, and then check again. Check that the upgrade conditions of the store are correct and then go to the next step. )
Step 2: Sign the online application for upgrading a personal store to an enterprise store.
Step 3: Select the relationship type, that is, fill in the basic information of the receiver (upgraded store entity). Basic information includes: enterprise Alipay account, contact person, contact person's phone number, contact person's registered email address and the relationship between the applicant and the recipient. There are two options in the relationship option: enterprise legal person and enterprise shareholder. )
Step 4: Submit the certification materials.
(Legal person relationship: the applicant must provide a half-length photo; The recipient (enterprise) provides the business license of the enterprise.
Shareholder relations: applicants are required to provide half-length photos; The recipient (enterprise) provides the enterprise business license and the enterprise machine-readable document stamped by the local industry and commerce)
Step 5: Review and publicize the materials (for 30 days).
Step 6: Pay the service fee 190 yuan.
Step 7: Ask for Alipay.
Step 8: Wait for the receiver to handle the reception, over.
Buying an enterprise store, or buying a store that can be upgraded to an enterprise store, can complete the buyer's control over the enterprise store 100%. On August1June-August 18, Taobao Enterprise Store was upgraded. Individual stores actually operated by enterprises can take the initiative to apply for upgrading to enterprise stores. The upgraded Taobao C store can not only upgrade the function, quality and brand, but also realize the real ownership transfer. This can achieve 100% control, which is very beneficial to daily operation and management.