The assessment of the whole-house customization category of 24 million has been reduced to 3 million! Merchants, please note that the Tmall 2021 investment and investment plan has come out!

     Recently, the annual Tmall investment plan has been released. On March 15, the Tmall platform issued a public notice on the addition of the Tmall store investment promotion assessment standards, and it officially took effect on March 22.

     This announcement deleted the "Tmall omni-channel service" merchant assessment standards" and the "Tmall omni-channel service" investment qualification rules", added the store-related qualification requirements in the "Tmall Merchant Qualification Standards" and the "Tmall Store Assessment Standards", and made clear assessment requirements for some categories of Tmall stores.

1. Home decoration furniture and home textile industry has become a new focus

     The newly added store qualification requirements of the "Tmall Business Qualification Standard" are one of the highlights of this announcement, mainly focusing on the home decoration, furniture and textile industry. The specific contents are as follows:

If you open a Tmall store, the following requirements must be met:

     1) For first-level categories such as residential furniture, commercial/office furniture, home decoration main materials, basic building materials, whole-house customization, electronics/electricians, hardware tools, home decoration lighting light sources, etc., the number of offline stores operating must meet any of the following two items: (1) 10 or more offline stores opened by a store opening company or its affiliated company; (2) 10 or more offline stores opened by a company that has signed a distribution, agency or franchise agreement with the store opening company or its affiliated company.

     2) For decoration design/construction/supervision categories, the number of offline stores operating must meet any of the following two items: (1) 5 or more offline stores opened by a store opening company or its affiliated company; (2) 5 or more offline stores opened by a company that has signed a distribution, agency or franchise agreement with the store opening company or its affiliated company.

The affiliated companies mentioned here mainly refer to the head office, parent and subsidiary, companies with capital-related relationships, and companies under the group. The relationship between them all requires information verified by the official website.

The home decoration and furniture and textile industry is favored by Tmall as its new darling, which shows that Tmall is very optimistic about the development prospects of this industry, which also means that e-commerce companies in this industry have certain room for growth in the future.

2. The assessment standards for whole-house customization categories are reduced

     Tmall's adjustments to the investment in the "whole house customization" category and the assessment standards for Tmall merchants have officially come into effect on March 16. In 2021, Tmall is committed to finding merchants who are capable of providing high-quality goods and services through local stores, and helping new retail localized stores achieve integrated online and offline operations.

Therefore, this time, Tmall has added a new focus on investment promotion direction for "new retail" merchants in the home decoration and furniture and textile industry. If you meet the annual offline sales of ≥50 million, or your offline stores of ≥20, you will be recruited first.

     For merchants who are whole-house customization, the biggest positive news of this change is that the assessment standards for Tmall whole-house customization category in 2021, the sales target of stores in other secondary categories except floors and integrated ceilings has been reduced from the previous 24 million to 3 million.

     Industry insiders revealed that in addition to whole-house customization, children's clothing and hardware tools categories are also investing in a large scale. It is said that because the sales data of these three categories were relatively good last year, Tmall only increased its efforts in investment at the beginning of the year. If you are a business in this category, you should seize this opportunity.

     Lao Gao once said a point during live broadcast that the future will surely be the era when online brands enter offline and offline brands enter online. This coincides with Tmall's list of new retail merchants as new investment targets in the "whole house customization" category. Tmall's action directly confirms Lao Gao's view. Because new retail is omni-channel retail, it is an integrated marketing model between online and offline, essentially a combination of online and offline.

3. What impact will it have on the merchant

     Since the future development direction of enterprises is that offline enterprises go online and online enterprises go online, merchants must make full strategic layout. Offline companies have gone online, and with the help of the epidemic, they have become "e-commerce for all". The shortage is that online companies have gone offline.

     However, offline companies have two situations to go offline. One is that they have accumulated brand awareness online, especially some top Taobao brands. These merchants have the opportunity to go offline because traffic popularity has a certain foundation. Another type is that if the online popularity is low or the brand has not yet been established, then you have to take one more step - build the brand first.

     After all, the future development of e-commerce companies will definitely be online and offline, and coupled with a complete modern logistics system, such companies will have strong advantages in market competition.

     The new Tmall store investment promotion assessment standards announced this time. Tmall not only increased its investment promotion efforts, but also lowered its store assessment standards. This also sends a signal that Tmall is making in-depth layouts in places with "water sources". If you are a merchant within the "water sources", then your company will still be in a period of growth. If you are a merchant outside the "water sources", then you should start to layout your brand or go offline.

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The Laogao E-commerce Club’s opening year forum is being registered in March:

     2021 has been fully launched. What new changes will be made on e-commerce platforms and what changes will be made in the e-commerce industry? In order to help more e-commerce people clarify their direction, from March 25 to 26, Laogao E-commerce Club will hold the 2021 E-commerce Entrepreneurs Opening Year Forum, and invite 18 guests from mainstream e-commerce platforms such as Alibaba, JD.com, cross-border (Amazon, Shopee, ebay, AliExpress) to have in-depth face-to-face exchanges, answer questions and answer questions on the spot, and talk about the latest trends and changes in 2021, helping e-commerce people seize the opportunity and plan for 2021! Registration is on the hottest event, scan the QR code to learn more! ↓↓↓