Notice of Beijing Municipal Bureau of Commerce on Issuing the Guidelines for the Application of the First Store’s Initial Project to Encourage the Development of Commercial Brands in 2024

Jing Shang Xiao Zi [2024] No.12

Bureau of Commerce of each district, Bureau of Commerce and Finance of Beijing Economic and Technological Development Zone, municipal state-owned enterprise groups, headquarters enterprises and relevant units:

　　In order to implement the "Several Measures to Promote the High-quality Development of the First Store’s First Launch Economy" (No.14 [2022] of Jingshangxiao Promotion Word) and do a good job in reporting the first store’s first launch projects to encourage the development of commercial brands in 2024, relevant matters are hereby notified as follows:

　　I direction and content of support

　　(1) The first brand store, flagship store and innovative concept store.

　　For enterprises with independent legal personality in Beijing, the sum of opening the first store in Asia, the first store in China (Mainland), the first store in Beijing, the flagship store and the innovative concept store with domestic and foreign brands in Beijing after November 1, 2022 (inclusive) exceeds 500,000 yuan for store decoration (including decoration design fee, equipment purchase and supporting hardware facilities construction, and the rent paid (not exceeding 12 months). Among them, the retail enterprises will give up to 50% of the total actual investment according to the project, the first store in Asia will give up to 5 million yuan, the first store in China (Mainland) will give up to 2 million yuan, and the first store, flagship store and innovative concept store in Beijing will give up to 1 million yuan. Catering enterprises will be given a maximum support of 500,000 yuan according to the maximum 20% of the total actual investment approved by the project.

　　(two) the introduction of brand stores, flagship stores, innovative concept stores.

　　For the first store, flagship store and innovative concept store established in Jingnatong retail enterprises after November 1, 2022 (inclusive), the importing party with independent legal person status in Beijing will be given financial support according to the standard of giving a maximum reward of 100,000 yuan for each newly introduced store that meets the above conditions.

　　(3) New product release activities

　　For enterprises with independent legal personality in Beijing, 50% of the total actual investment is approved for the new product release activities of well-known brands at home and abroad held in Beijing after November 1, 2023 (inclusive), and the new product release activities of fashion consumer products such as clothing, cosmetics, watches, bags, gold and silver jewelry will be supported by a maximum of 2 million yuan, and the new product release activities of other consumer brands will be supported by a maximum of 1 million yuan.

　　Second, the support conditions

　　The project applicant shall meet the following conditions:

　　(1) Enterprises, institutions, economic organizations and other units that are registered in Beijing and have independent legal personality and are engaged in the operation, service and management of the commercial circulation industry.

　　(2) The specific types and standards of brand first stores, flagship stores, innovative concept stores and new product release activities shall conform to the Criteria for Defining First Stores, Launch Activities and Launch Centers (Annex 1).

　　(3) The signing of the contract, capital expenditure and invoice issuing time shall be no earlier than the actual opening time of the store or one year before the new product release event, and the total approved investment shall not be less than 70% of the total approved planned investment (total contracted investment in line with the supporting direction).

　　(four) the project is supported by the central financial funds or other municipal financial funds.

　　(five) the reporting unit has not had any major or above production safety accidents in the past three years.

　　(6) It shall not be supported in any of the following circumstances: it is included in the prohibited category and restricted category of the Catalogue of Prohibitions and Restrictions on New Industries in Beijing; Incorporated into the "blacklist" of joint punishment in the city; Being included in the list of bad credit records in Beijing’s commercial field and being punished by "not supporting" credit; Others that are not supported after deliberation.

　　Third, the application materials

　　Project application materials shall be made in duplicate, which shall be bound into volumes in sequence and stamped with the official seal of the unit (the full set of application materials shall be submitted together with the scanned electronic version). Project application materials will not be returned. The application materials are as follows:

　　(a) the application form for funds (see Annex 3-1 for the application of the first brand store, flagship store and innovative concept store, and Annex 3-2 for the application of the first brand store, flagship store and innovative concept store; See Annex 3-3 for the activities of declaring new product release).

　　(2) Brief introduction of the enterprise.

　　(three) the income statement of the tax declaration system of the project unit in the past year and the details of the main business income of all the shops operated.

　　(four) a copy of the legal person document of the project unit (copy of the business license, certificate of unified social credit code, identity certificate of the legal representative, etc.).

　　(5) Supporting materials.

　　1. Units that declare support funds for the first store, flagship store and innovative concept store, Proof of the actual opening time of the store (including but not limited to the third-party property certificate, news propaganda and other external certificates), monthly performance statement since the store opened (Annex 3-5), store business license, trademark registration certificate, description of the store type issued by the trademark registrant (or the authorized party with exclusive right to use the trademark area [Note 3], 2 photos of the store in operation (one for the front of the store and one for the scene in the store), The expenditure contract, expenditure voucher and project investment list corresponding to the investment amount (Annex 3-4). If the actual operation unit of the store is not a trademark registrant, an explanation of the authorized use of the trademark shall also be provided. For projects involving self-owned houses, provide proof of house property rights; For projects involving renting houses, a house lease contract or agreement shall be provided.

　　2. Units reporting the introduction of incentive funds for the first store, flagship store and innovative concept store shall provide supporting materials for the actual opening time of the store, the introduction agreement or lease agreement of two years or more, the monthly performance statement of the store since its opening (Annex 3-5), the business license of the store, the trademark registration certificate, the description of the store type issued by the trademark registrant (or the authorized party with exclusive right to use the trademark area), and two photos of the store in operation (the door of the store and the store) If the actual operating unit of the store is not a trademark registrant, it should also provide a description of the authorized use of the trademark.

　　3. Units applying for supporting funds for new product release activities shall provide a detailed list of project investment (Annex 3-4), expenditure contracts and vouchers corresponding to the investment amount, new product release activity plan (including the effect diagram of the activity scene construction) and activity summary report (including the completion of the activity, the performance of the activity, the publicity of the activity and the photos of the activity site).

　　(6) Summary of project application (Annex 3-6).

　　(seven) the project summary report (submitted in the project acceptance stage, including the completion of the project, the completion of the economic and social benefits of the project data).

　　(eight) other materials related to the project.

　　Fourth, the declaration process

　　(1) Project declaration. From the date of publication of this document, the project applicant shall submit the project application materials to the district commercial bureaus, the Beijing Economic and Technological Development Zone Commercial and Financial Bureau, the municipal state-owned enterprise groups and the headquarters enterprises according to the affiliation after the project meets the corresponding conditions, and will not be accepted after the deadline. The specific requirements are as follows:

　　1. Units that declare the support funds for the first store, flagship store and innovative concept store, which opened in Jingxin from November 1, 2022 to April 30, 2023, shall complete the project declaration before May 15, 2024; The first store, flagship store and innovative concept store opened in Jingxin after May 1, 2023 (inclusive) must complete the project declaration before October 31, 2024.

　　2. Units that declare the incentive funds for introducing the first store, flagship store and innovative concept store shall complete the project declaration before May 15, 2024 when introducing the first store, flagship store and innovative concept store opened in Jingxin from November 1, 2022 to April 30, 2023; The first store, flagship store and innovative concept store opened in Jingxin after May 1, 2023 (inclusive) must complete the project declaration before October 31, 2024.

　　3. Units that declare the support funds for new product launch activities must complete the project declaration before May 15, 2024 for the new product launch activities of well-known brands at home and abroad held in Beijing from November 1, 2023 to April 30, 2024; The new product launch activities of well-known brands at home and abroad held in Beijing after May 1, 2024 (inclusive) must be completed before October 31, 2024.

　　(2) Preliminary examination of the project. The District Bureau of Commerce, the Beijing Economic and Technological Development Zone Bureau of Commerce and Finance, the municipal state-owned enterprise groups and the headquarters enterprises conduct preliminary examination of the declared projects, and within 30 days after receiving the application materials from the enterprises, summarize the projects that have passed the preliminary examination, fill in the Summary of the Application of Commercial Circulation Development Projects and the Summary of the Preliminary Examination of Commercial Circulation Development Projects and report them to the Municipal Bureau of Commerce.

　　(3) Project review and acceptance. The Municipal Bureau of Commerce shall review and accept the project, and allocate funds for the project that has passed the acceptance. Among them, the project units that declare the direction of "brand first store, flagship store and innovative concept store" and "introducing brand first store, flagship store and innovative concept store" need to allocate support funds after the project has been opened and continuously operated for one year.

　　V. Job Requirements

　　(a) for the same reporting unit, the annual reporting items (including new product release activities) shall not exceed two; For the same new product release activity, only one project unit can declare; For the same brand, only one flagship store and innovative concept store are supported.

　　(2) For the first store project, the reporting entity shall be the actual investment and operation entity of the store; The project declaration brand should be the actual operation brand of the store.

　　(three) the reporting enterprise shall ensure that the application materials are true, accurate and complete, and ensure that the construction procedures of the project are in compliance with the schedule. It is not allowed to tamper with the relevant report information without authorization. For the project applicant who forges or provides false materials, it will be dealt with according to the Administrative Measures of Beijing Municipality on the List of Bad Credit Records in the Commercial Field (Trial), and the project support funds obtained shall be returned to the Municipal Bureau of Commerce.

　　(four) the project reporting unit that has obtained financial support shall actively cooperate with the relevant supervision and inspection, auditing and other work. The project reporting unit that declares the direction of "brand first store, flagship store and innovative concept store" and "introducing brand first store, flagship store and innovative concept store" shall receive regular performance tracking after obtaining financial funds and submit the store operation and related materials as required.

　　(5) If the subject receiving financial support reaches the scale above the quota of this Municipality, it shall be unified in accordance with statistical laws and regulations and the relevant provisions of the state, and provide the information needed for statistical investigation in a true, accurate, complete and timely manner.

　　(six) the preliminary examination units should actively organize the project declaration, do a good job of guidance and audit, strictly control, and do the relevant work in accordance with the prescribed procedures. All preliminary examination units should strengthen the follow-up guidance and follow-up supervision of the supported projects, ensure the implementation effect of the projects, and give full play to the efficiency in the use of financial funds.

　　(VII) After receiving the financial funds, the project unit shall handle the accounts in accordance with the relevant provisions of the Notice of the Ministry of Finance on Printing and Amending the Accounting Standards for Business Enterprises No.16-Government Subsidies (Cai Shui [2017] No.15), unless otherwise stipulated by relevant laws and regulations.

　　(eight) for interception, misappropriation, fraudulent financial funds and other illegal acts, in accordance with the "Regulations on Punishment of Financial Violations" (the State Council Decree No.427th, revised according to the State Council Decree No.588th in 2011) and other relevant provisions for punishment. If the case constitutes a crime, it shall be handed over to judicial organs for criminal responsibility.

　　(9) Projects that submitted application materials in 2023 in accordance with the Notice of Beijing Municipal Bureau of Commerce on Issuing the Guidance for the Application of First Store Projects to Encourage the Development of Commercial Brands in 2023 (J.S.Q.Z. Zi [2023] No.19) are still reviewed in accordance with the requirements of the original notice. Projects that have passed the audit can no longer be declared according to the requirements of this notice, and projects that have not passed the audit can be re-declared after supplementing relevant information according to the requirements of this notice.

　　VI. Other matters

　　This document is interpreted by the Municipal Bureau of Commerce.

　　Tel: 010-55579645, Consumption Promotion Division II, Municipal Bureau of Commerce.

　　Notes:

　　[Note 1] The actual opening time of the store.

　　[Note 2] The annual main business income of retail and catering brand stores exceeds 2 million yuan, and the overall performance of the stores is stable or rising. A continuous or substantial decline is not regarded as stable performance.

　　[Note 3] A description consistent with the declared store type shall be provided. The first store definition standard refers to Annex 1, and it is required to specify what kind of first store/flagship store/innovative concept store the declared store is, the number of physical stores of the brand, the opening time of each store, etc. Retail flagship stores also need to explain the store area and the category of goods they operate; Innovative concept stores also need to explain the significant differences between the declared stores and other stores of the brand.

　　Related attachments:

　　Appendix 1: Definition Criteria for First Store, Launch Event and Launch Center