Tmall stores are currently a platform with better traffic and reputation among e-commerce, so it is definitely normal for merchants to enter. Unlike Taobao, individual merchants cannot settle in, and the threshold is relatively high. Not only do they need to have their own brand when entering Tmall, but whether the trademarks they hold R or TM will also affect the amount of guaranteed deposit required to settle in Tmall. It is necessary for merchants to pay guaranteed funds when operating on Tmall. The guaranteed funds are mainly used to ensure that merchants operate in accordance with Tmall's rules, and to pay liquidated damages to Tmall and consumers in accordance with the "Tmall Service Agreement" and relevant rules and regulations when merchants violate regulations.
So when merchants apply for Tmall, what minefields should they avoid in trademarks?
1. Trademarks cannot be similar to well-known brands
Tmall clearly stipulates that brands that are the same or similar to well-known brands cannot be settled. So don’t be able to increase popularity and get away with it, and get back with a similar brand trademark, otherwise you will be able to spend money and stay on Tmall.
2. Trademarks cannot be pure graphics
After entering Tmall, the store name must be named according to your trademark; if the computer cannot recognize the trademark name of a pure graphic trademark, this condition does not meet this condition, so you will definitely not be able to settle in. So when purchasing a trademark, you must pay attention to this.
3. Trademarks cannot contain celebrities or place names
If your trademark name contains the names of celebrities, celebrities from other industries, etc., it is 100% impossible to settle in, because Tmall explicitly prohibits such trademarks from entering, and there are also places that contain place names, so don't choose these trademarks.
4. Trademarks cannot end with "online"/"online goods"
If trademarks like "xx.com" are not allowed to be placed in Tmall, because these trademarks ending with "net" are mainly used for Internet services, and Tmall is a mall that mainly sells products, which is inconsistent with Tmall's concept, so it is not suitable to be placed in.
5. Brand flagship store and specialty store: 100,000 yuan with the TM trademark, all of which is 50,000 yuan with the R trademark;
6. Specialty store: 150,000 yuan with the TM trademark, all of which is 100,000 yuan with the R trademark.
The above 6 items are the requirements for corporate trademarks for Tmall stores. Similarly, we need to understand these minefields before entering Tmall stores. If we cannot successfully avoid the minefields, then our entry into Tmall will take a long time and eventually waste valuable marketing time.
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