As short-video e-commerce continues its rapid expansion, Douyin Shop has emerged as a lucrative platform for merchants. However, many sellers—particularly those without brand authorization—find themselves perplexed by the array of available store types. This analysis examines Douyin Shop's various store classifications, their application requirements, operational characteristics, and optimal use cases to help merchants make informed decisions.
Overview of Douyin Shop Store Types
Douyin Shop primarily offers four store classifications, each with distinct qualification requirements, operational scopes, and functional permissions:
- Standard Store: The most accessible option requiring no registered trademarks, ideal for unbranded or private-label merchandise. While entry barriers are low, merchants must maintain rigorous quality control to establish consumer trust.
- Exclusive Multi-Brand Store: Requires at least two brands (authorized or proprietary) in one product category and one brand in other categories. Suitable for merchants representing multiple brands, these stores follow naming conventions of "Business Name + Category + Exclusive Store" and permit later type modifications.
- Single-Brand Authorized Store: Restricted to one authorized brand, requiring complete secondary authorization documentation. R-trademarks face no authorization restrictions, while TM-trademarks cannot issue brand authorizations. Authorization must exceed six months' validity and include all relevant parties, terms, and durations. Natural person trademark holders must provide notarized ID copies.
- Flagship Store: Serves as brand showcases, permitting multiple proprietary brands or one exclusively authorized R-trademark brand. Unlike other types, flagship stores cannot modify their classification post-registration but benefit from accelerated traffic acquisition during initial operation phases.
Operational Considerations Without Brand Authorization
Merchants lacking brand authorization may establish Standard Stores with basic business licenses. Alternatively, registering proprietary trademarks creates pathways to eventually operate Exclusive Multi-Brand or Flagship Stores.
Deposit Requirements by Store Type
Deposit amounts vary significantly between store types and business registrations. For example, footwear category deposits range from ¥2,000 for individual businesses to ¥4,000 for corporate entities, while luggage categories require ¥5,000-¥10,000 respectively. Merchants must factor these financial considerations into their operational planning.
Selection Recommendations
Optimal store type selection depends on merchant circumstances:
- Individual proprietors without brand authorization should select Standard Stores
- Corporate entities representing multiple brands suit Exclusive Multi-Brand Stores
- Single-brand representatives require Single-Brand Authorized Stores
- Proprietary brand owners pursuing long-term growth should establish Flagship Stores
Strategic Implications
Douyin Shop's diversified store architecture accommodates merchants across the commercialization spectrum. While brand authorization expands operational possibilities, Standard Stores provide viable market entry points. Regardless of classification, sustained success demands rigorous quality management, customer service excellence, and differentiated operational strategies in this competitive marketplace.