# WeChat Mini Store special specification

WeChat Mini Store is a new ability provided by the Mini Program team, which does not need to develop and open a store for free to help merchants quickly generate Mini programs for selling goods. If you are a Mini Store operator, in addition to complying with all the operating specifications of the above mini programs, you should also comply with the following Mini Store special specifications.

# 1. WeChat small stores open categories and qualification requirements

Non-Personal Subject Open Category

Non-Personally Subject Industry Qualification Requirements

Qualification requirements for non-personal subject goods

Personal Shop Open Category

List of banned goods

# II. Rules for filling in business information of WeChat small stores

In order to regulate the entry of WeChat small stores, improve the quality of service, and ensure the ecological service system, businesses should complete the entry in accordance with the rules.

# 1.Submit Business License/Certificate of legal person of public service unit/Other Registration Certificates

# 2. Submit the operator/Legal Identity Document Information

If the main body of a Mini Store for individual industrial and commercial households, need to submit the operator's ID card portrait face photo and ID card national emblem face photo/Passport Portrait Face Photo/Hong Kong and Macau Pass Portrait Face Photo/Photo of face of Taiwan compatriots.

If the main body of the Mini Store is an enterprise, it is necessary to submit the portrait face photo of the operator's ID card and the national emblem face photo of the ID card/Passport Portrait Face Photo/Hong Kong and Macau Pass Portrait Face Photo/Photo of face of Taiwan compatriots.

If the main body of the Mini Store is a public service unit, it is necessary to submit the portrait photo of the legal person ID card and the national emblem photo of the ID card.

If the main body of the Mini Store is another organization, it is necessary to submit the face photo of the legal person's ID card portrait and the face photo of the national emblem of the ID card.

# 3.Clearing Account Information

When opening a Mini Store, you can choose a public account or a private account according to the type of opening subject. An enterprise entity, a public service unit entity or any other organization entity may only select a public service account. Individual business households can choose to public or private accounts. Personal subject, can directly fill in the bound bank card account. You need to submit the following information: the full name of the bank (including the branch), bank account, the full name of the bank, the abbreviation of the business and other information.

# 4. SuperAdmin

4.1 Opening a Mini Store needs to bind the super administrator, super administrator needs to sign the contract after opening an account, and can accept the daily important management information and capital operation, please make sure that it is the actual manager. When you bind the super administrator, you need to submit his ID card, mobile phone and email information. 4.2 The mobile phone number of the super administrator is used to receive the important management information and daily operation verification code of WeChat Pay, and the mailbox is used to receive the account opening email and daily business notification of WeChat Pay. 4.3 The super manager must be the actual manager of the Mini Store.

# 5. Special qualifications

If the business scope of the Mini Store includes special industries, it is also necessary to submit the corresponding special qualifications for the industry, please refer to the specific industry qualifications.Industry Corresponding Special Qualifications。

# III. WeChat Mini Store brand opening rules

These Rules are formulated in order to regulate the use of brands and trademarks of WeChat small stores, protect the legitimate rights and interests of users, protect the brand interests of brand parties, combat piracy sales, and maintain the transaction order of WeChat small stores. If a merchant in a WeChat Mini Store needs to list a brand product, it needs to open the corresponding brand use rights in accordance with the rules.

# 1. Brand opening rules

WeChat Mini Store opened brands include:private brand、Agent brandandNo brandThree types, different brand types need to provide different qualifications, shop task can only open a brand, shop after the success of the brand category management page to add a new brand.

# 2. Frequently Asked Questions

Q: The change of brand information leads to the inconsistency between the trademark subject and the store subject, what should I do?

A: When the trademark (R mark) changes, and the Trademark Office completes the change and obtains the "Trademark Change Certificate," the merchant needs to submit the "Trademark Change Certificate" when opening the brand. The trademark registration number in the Certificate of Trademark Change should be consistent with the Certificate of Registration of Trademark, and the new trademark information, including the trademark registrant and the address of the trademark registrant, shall be subject to the Certificate of Trademark Change.

Q: How can I prove that the brand has expired but has been renewed in the Bureau of Commerce and Standards?

A: R standard valid for less than three months can not open the corresponding brand, the need for trademark registrants in the Bureau to complete the trademark renewal. Merchants are required to submit a Certificate of Trademark Renewal when opening the brand. The trademark registration number in the Certificate of Trademark Renewal should be consistent with the Certificate of Trademark Registration, and the expiration time of the new trademark shall be subject to the Certificate of Trademark Renewal.

Q: Can I continue to use TM?

A: TM mark can not open the corresponding brand after the application time is twelve, and the trademark registrant needs to complete the trademark registration process in the Trademark Office and obtain the corresponding brand's R mark.

Q: What should I do if there is a change in the information of the main body of the company, resulting in inconsistent information?

A: R subject brand registrant information changes, need to provide the Administration for Industry and Commerce seal change record. The name of the enterprise before and after the industrial and commercial change filing will be recognized by the platform. If the applicant's information of the TM subject brand changes, it is necessary to provide the change record signed by the Administration for Industry and Commerce. The name of the enterprise before and after the industrial and commercial change filing will be recognized by the platform.

Q: "Commercial Standard Notes and Certificates"/If the original copy of the Notice of Acceptance of Trademark Registration Application is lost, can the brand be opened?

A: Yes, but you need to provide the Bureau of the trademark screenshot information, the screenshot should be clear, and include the name of the trademark, trademark registration number/Information such as application number, trademark registrant, expiration date of the trademark, status of the trademark, etc. If the trademark is changed or renewed, this information also needs to be included. Trademark Enquiry Website:[<http://sbj.cnipa.gov .cn /sbcx/>](http://sbj.cnipa.gov .cn /sbcx/)。

# IV. Naming Rules for WeChat Mini Store Shop Names

In order to regulate the opening and use of WeChat Mini Store business accounts and maintain the ecological order of WeChat Mini Store platform, these Rules are formulated. All the merchants who enter the WeChat Mini Store are required to abide by these rules and standardize the name of the store.

# 1. Basic Rules for Store Naming

1.1 The name of the store follows the principle of uniqueness.

&emsp1.1.2 The store name cannot be the same name as an existing Mini Program

&emsp1.1.3 If the store name is the same as the existing Official Account message template, you need to ensure that the store is consistent with the Official Account message template.

&emsp1.1.4 The name of the shop should not be duplicated with the name of the shop that has been opened. If two shops apply for the same name at the same time, the opening of the shop will be approved according to the principle of applying first. If the shop does not pass the approval, it will need to change the name of the other shop and submit the application again.

1.2 If it is a shop named for its own brand or authorized brand, you can add keywords such as flagship store, specialty store, franchise store and other keywords in the name of the shop according to the type of shop, and submit relevant qualification certificates.(Click to view the flagship store/Exclusive Shop/Franchise store naming rules and qualification requirements)

# 2. Shop Naming Considerations

2.1 Information that violates the requirements of relevant laws and regulations is prohibited. For example: detrimental to the state, social public interests, or detrimental to national dignityContains feudal cultural dross, has negative political influence, violates the customs of ethnic minorities or contains ethnic discriminationThe name of a foreign country (region)/Designation of international organizations政党名称、党政军机关名称、群众组织名称、社会团体名称及部队番号或国家领导人及老一辈革命家的名字Contains criminal, pornographic informationInformation expressly prohibited by other laws and regulations.

2.2 It is prohibited to present information that involves false propaganda, contains untrue content, may cause deception or misunderstanding to the public, or cause adverse psychological reactions of the public. For example: brands that contain famous people, place names (without authorization)Brands identical or similar to well-known brandsUse variations or derivatives of the brand name to describe the product, including but not limited to wrong and inappropriate characters, pinyin, special marks, etc.There are uncivilized, low style, vulgar and other indecent vocabulary.

2.3 Information that interferes with the order of the platform is prohibited.

&emsp2.3.1 Without the authorization and permission of Tencent, we do not support the use of terms related to Tencent products and businesses. Without the authorization and permission of the Mini Store, the use of relevant names, logos or other information, such as words containing "WeChat Mini Store license," "WeChat Mini Store authorization" and similar meanings, is not supported.

&emsp2.3.2 Without the authorization of the brand or manufacturer, the store name does not support the use of expressions or content such as "featured," "featured distributor," "general distributor," "vendor certified," "official store," etc., which may cause buyers to mistake the store for having obtained the corresponding brand authorization.

&emsp2.3.3 Individual seller shop name temporarily does not support the use of "flagship," "monopoly," "franchise," "official," "direct," "official certification," "official authorization" and other expressions or content.

&emsp2.3.4 Store name should avoid with telephone number, e-mail, web address, two-dimensional code, instant messaging tools or other contact information, such as QQ number, WeChat ID, etc.

2.4 Because of the regional characteristics of the company name, it may cause the situation that the enterprise name appears the same name, which leads to the appearance of the same name in the process of naming the shop. If this happens, add regional words to the company name. For example: the store can be named as: brand name + enterprise name (administrative area name) + storeFranchise stores can be named as: enterprise name (administrative region name) + category + franchise stores.

2.5 In order to avoid the same or similar brands registered under different industries to mislead consumers, when the same or similar brands registered under different industries are registered in WeChat small stores, WeChat reserves the right to require it to adjust the store name (considerations include but are not limited to the time of registration of the trademark, The name recognition of the industry, etc.), the merchant needs to submit the name change application within the specified date after receiving the notification of the name change from WeChat. If the application is overdue, WeChat has the right to adjust the name of the relevant store.

2.6 Terms related to government departments and government functions, positions, in principle, only accept the corresponding government and public service units of the public service applications. If the application for naming of other enterprises and institutions contains terms related to government functions and positions, they need to provide the relevant government agency's seal certification license document, or the local Cyberspace Administration's seal certification license document.

# V. WeChat Mini Store title rules

In order to maintain the ecological order of WeChat Mini Store platform, standardize the naming of products in WeChat small stores, and let the products quickly and effectively establish connections between buyers and merchants, these rules are formulated. All merchants who enter the WeChat Mini Store are required to comply with these rules and regulate the name of the goods sold in this store.

# 1. Basic Specification for Product Titles

The title of the goods in the store should be named in strict accordance with the general framework: brand + basic attributes (material, function, characteristics, style, etc.) + product name + specification parameters (model, Color, size, specification, purpose, item number, etc.), where "product name," "basic attributes" and "specification parameters" are non-mandatory items, if the product has a brand, then "brand" is required, and the product title should match the actual displayed product.

# 2. Product title considerations

2.1 The product brand should be consistent with the store brand, and should not use the registered brand of others without authorization, including but not limited to the following situations: using other brand information in a homophonic manner, Not correctly express and describe other brands to obtain relevant brand traffic, use other brands, series and category keywords in any form of semantic collocation, and display the main brand of the production company and the product brand.

(Adapters can use multiple other brand names in the product title, but the semantic expression should be: for XX brand.) Adapter reference is as follows: charger, data cable, external game accessories, Bluetooth headset, mobile power, mobile phone headset, camera accessories, notebook battery, computer desk, computer lock, notebook computer cleaning kit, computer power adapter, computer bag, air conditioning filter, in addition to mite brush head, vacuum cleaner dust bag, various cables such as video cable, audio cable, etc. ）

2.2 The title language should be refined, highlight the characteristics of the product, and avoid repeated, mutually exclusive, irrelevant words, except for accessories and applicable products.

2.3 The title of the product should be standardized and semantic clear, and avoid the following non-standard terms.

&emsp2.3.1 Words containing derogatory nature, and other goods, shops analogy, derogatory third-party goods, shops negative information.

&emsp2.3.2 No actual product description, publisher contact information and other non-product information content.

2.4 Without the authorization of the trademark rights holder or manufacturer, the title should not contain keywords that imply the existence of an authorization or cooperation relationship with the trademark rights holder or manufacturer. If the title involves the use of the image of others, organizations, such as: industry organizations, experts, celebrities, etc., need to provide authorization or cooperation agreement.

2.5 Important information in the title of the product, such as brand, model, category, etc., should be avoided frequent changes, and should not be edited to make it another product by editing the key attributes of the product.

2.6 Temporarily does not support test goods, not open and banned goods shelves, so the following keywords should be avoided in the title: test goods, test links, orders not shipped, etc.

2.7 The title shall not contain content that is expressly prohibited by laws and regulations such as the Advertising Law of the People's Republic of China.

&emsp2.7.1 使用或者变相使用国家领导人、国家机关和国家机关工作人员的名义或者形象

&emsp2.7.2 Impede social stability, endanger the safety of persons and property, and harm the public interests of society

&emsp2.7.3 Obstructing public order and violating social good practices

&emsp2.7.4 Absolute terms such as "best," "strongest," "first," "whole network," "national" and "world"

&emsp2.7.5 Contains obscene, superstitious, terrorist, and violent content

&emsp2.7.6 Contains ethnic, racial, religious, sexist content

&emsp2.7.7 Elements that impede the conservation of natural resources

&emsp2.7.8 Content detrimental to the physical and mental health of minors and persons with disabilities

&emsp2.7.9 Other circumstances prohibited by laws and administrative regulations.

# 3. Specification for special category headings

# VI. Rules for details of goods in WeChat small stores

In order to maintain the ecological order of WeChat Mini Store platform, regulate the release of product details in WeChat small stores, and allow consumers to quickly and effectively obtain product details, these Rules are formulated. These rules apply to the content of the product details page posted by WeChat small shops.

# 1. Product Release Considerations

1.1 Product details information and the product category, product title and description, the main material related content information should be consistent. Product details should be described to avoid the wrong and inappropriate characters, and the pictures should be clearly visible.

1.2 Physical goods should be marked with specifications and parameters, including but not limited to the following situations: length, width, height, etc., such as clothing length, clothing width, etc. (Content information should be provided if there is content requirement)Food category marked weight, ml, etc.Electrical appliances indicate three-dimensional size information, etc.Cosmetics, daily necessities marked milliliters, etc.

1.3 If you are selling sets, boxes, and other combinations, you must be in the same category, specify and display the names and specifications of all items included in each combination, and upload at least one picture that clearly shows which items are included in the combination.

1.4 If you provide delivery (in kind) door-to-door service, you need to clearly indicate the regional service details of providing "delivery to the home" service on the product details page (including but not limited to long-distance trunk transportation, intra-city distribution, relocation, household, etc.)If it involves charges, it is necessary to provide "delivery to households" service charges on the product details page, and free home delivery is also required.

1.5 If foreign language materials appear in the details of the goods, the place where the foreign language materials appear needs to contain Chinese translation comparison materials, and the imported goods need to display Chinese comparison labels.

1.6 Standard terms may not be used to restrict the legitimate rights and interests of consumers. For example: The final right to release the activities of XX belongs to XX.

1.7 The performance period of performance services should be truthfully filled in, and should not be exaggerated to attract consumers. For example: do not exaggerate or arbitrarily fill in the warranty period (such as free to write 10 years warranty or lifetime warranty, etc.), should be in accordance with the date on the warranty card or warranty certificate and other relevant materials on the actual situation.

1.8 No content prohibited by the Advertising Law of the People's Republic of China and other laws and regulations shall be published.

# 2. Food category details

2.1 The description information of each block of the product category page (product title, picture, attribute area, detailed description, etc.) must be consistent. In the case of food, the description information includes: food production license number, product standard code, factory name, factory address, manufacturer contact information, ingredients list, storage conditions, shelf life, food additives, production date, brand name, packaging method, place of origin, etc.

2.2 For food near the shelf life, please explain the remaining shelf life in the details of the product, and remind consumers in the eye-catching position of the product details page, indicating the shelf life and expiration time of the food. Goods with a shelf life greater than or equal to 30 days, when the remaining shelf life is less than 10 days, are prohibited from being released and sold (except for specific goods such as regional retail food).

2.3 When the pre-packaged food is released, the uploaded product pictures should show the brand name, Production address, shelf life, and need to upload the physical map containing the food label, and the map can clearly display the ingredients list, food production license number, implementation standards, storage conditions, nutritional content table, product standard code and other information.

2.4 For imported food, please fill in the country of import and provide the Chinese label.

2.5 It is prohibited to publish false information about goods advertised. The explaination of the goods shall be consistent with the information of the physical outer packaging approved by the state, and shall not involve the explaination of the efficacy of treatment, prevention, treatment, etc., and shall not be displayed by real people.

&emsp2.5.1 Formula milk powder for infants and young children shall not be used explicitly or implicitly to improve intelligence, increase resistance, improve immunity, protect the intestines and other functions or health care functions

&emsp2.5.2 Genetically modified foods shall be prominently marked in accordance with the regulations

&emsp2.5.3 Misleading terms such as "wild," "wild" and "non-domestic" should be avoided for licensed aquaculture commodities.

# VII. Entry requirements for the categories of trading components of WeChat Mini Programs

1. Mini Program developers are domestic non-personal subjects (ie, enterprises, individual industrial and commercial households) developers

2. Mini Program developers for the following categories category, category specific information can refer toWeChat Mini Program Open Service Category：

1. e-commerce platform: e-commerce platform

2. Business self: food and beverage, fresh/Primary edible agricultural products, alcohol, books and newspapers/Audio-visual/Movies/game/Animation, clothing underwear, shoes and boots, luggage leather goods, maternal and child supplies, toys, 3C digital, household appliances, cosmetics, personal care home qing, jewelry jade, fashion jewelry, glasses, watches and clocks, outdoor sports, musical instruments, gardening/Flowers, crafts, home textiles, office/Stationery, machinery and electronic products, agricultural supplies, pet food/Supplies, Home Improvement/hardware/Building materials, mechanical and electronic products

3. Educational Services: Academic Education (Training Institutions)Education Information Service, Academic Education (School), Driving School Training, Education Platform, Quality Education, Infant Education, Online Education, Education Equipment, Study Abroad, Education for Special Populations, Online Video Courses

4. Real Estate Services: Home Improvement

5. Life services: beauty services, pets (non-hospital), pet hospitals/Veterinarians, Wedding Services, Housekeeping, Department Stores/Supermarket/convenience stores,

6. Business Services: Photography/Enlarge printing

7. Travel: Travel Information

8. Auto Service: Maintenance, Car Quotation/Price comparison, car information, car dealers/4S stores, car manufacturers, automotive supplies

9. Sports: Sports training.

The above access requirements will come into effect on August 11, 2020. In order to create a good and healthy WeChat ecosystem, Tencent has the right to adjust the "WeChat Mini Store Special Specification" from time to time, please pay attention to it.