Source: Jiangque E-commerce First Source: Zhihu

More and more brands hope to join Tmall Mall. After all, the sales on Double 11 every year have reached It’s so amazing that Taobao stores are already overloaded with similar brands, and only on Tmall can they be more at home.

Tmall operation plan

The following may be what you need to prepare

Brand introduction (such as brand founding time, brand story and brand culture, etc.)

2. Introduction to the operating company (a brief introduction to the company operating the Tmall store, such as the company’s size, establishment time, company’s business, direction, etc.)

3. Annual goals, Team profile (number of people operating the Tmall store team, division of labor, etc.)

4. Core product and advantage introduction, brand promotion plan (can include brand operation plan for offline physical stores)

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5. Service system

Annual operation core plan

1. Operation idea: Tmall + product planning + integrated traffic channels + customer management + brand marketing + hot products Create + celebrity endorsement planning.

2. Operation plans and plans, targets and cost control budgets for each period of the year, cooperation among team members, implementation of operational tasks for everyone, standardization and standardization of job workflow, and KPI assessment mechanism And determine the core indicators, customer service system, marketing promotion resources sharing and division of labor.

3. Product positioning, style positioning, picture shooting, new activities, detail page production, store management and internal skills, decoration visual marketing, and planning copywriting.

4. Store promotion mainly focuses on through trains, diamond exhibitions, Taobao customers and super recommendations, and in-store related matching and package optimization.

5. For event planning and promotion planning, such as celebrity endorsement activities and Double Eleven and Double Twelve promotions, copywriting and budgeting must be done in advance.

6. Social media operation, daily operation and promotion of WeChat, Weibo, and Weibo.

7. Develop Want Want Group membership system, multi-level membership and points system plans, member care, user experience improvement, old customer preferential activities, etc.

8. Daily maintenance management, online store optimization, and adjusting operation direction through data monitoring and analysis (stores, industries, users, competitive stores, activity data, etc.)

9. Team Collaboration between departments and collaboration between departments, supply chain management and sorting out (products, markets, warehousing, customer service, logistics, etc.)

Market strategy

Brand positioning strategy: original design brand , craftsman spirit, brand style, brand culture and other pursuits of the ultimate perfection in details.

2. Consumer group positioning: The main customer groups analyze the market conditions and position their own products.

3. Product line positioning strategy: Based on changes in the annual product life cycle of this category, rationally layout product categories and the number of SKUs in each category each quarter.

4. Annual operation rhythm positioning: strictly follow the category product life cycle to formulate reasonable operation plans, new launch plans, major events and promotion plans, reasonably control product inventory, and increase product sell-out rates .

5. Price positioning strategy: Price positioning needs to be within the price range of the product category, a price that can be accepted by more people.

6. Channel positioning strategy: Tmall store as the main store, Taobao store as the supplement.

7. Operation strategy: In the early stage, it is necessary to identify the precise entry point of the market through market analysis, select products that are suitable for the current situation, focus on single product hits, and create 1-2 hit items in each category in the mid-term. The popular group uses the popular products in the store to do related sales and in-store promotions as well as activities and promotions, driving the hot sales of other products to form big hits + small hits in the whole store. In the later stage, it will focus on store brand marketing and membership marketing, and gradually reduce promotion costs. ratio to increase profit margins.

8. Promotion methods and strategies: SEO + through train + diamond exhibition + Taobao customer + super sister recommendation + small amount of order + Juhuasuan + other official activities + theme activities + category activities + daily activities + member marketing +Celebrity endorsement planning+Social media operation

9 Visual strategy: The overall store page maintains a high-end business casual brand style, highlighting the spirit of craftsmanship. The event page and promotion page maintain the same overall style to highlight the store brand.

1. Tmall transaction volume and Taobao transaction volume in the previous quarter (if not, don’t write it down);

2. Sub-brands under the group brand (if it is a new brand);

3. Other platforms (first-line mainstream e-commerce platforms such as JD, Suning.com, Amazon, or offline chain stores, sales and operating conditions);

4. Online sales of Top 3 single products Screenshots with more than 10,000 cumulative reviews or invoice proof of offline sales for 3 months;

5. Cooperation with Alibaba Intelligence or Tmall Elf;

6. Received awards from domestic and foreign industries Award or patent option trademark holder;

7. Provide processing and transformation for the world's top brands into private brands within three years;

8. Product stars or celebrities participate in the creation or endorsement Brands;

9. Brands that have already entered the market and whose sales performance will give priority to sub-brands under the same controller;

10. Brands that were first launched in Taobao crowdfunding and raised more than one million yuan The brand is an international brand;

11. The international brand extends to the domestic brand (can be marked with TM);

12. The cost of registering the store company and the company background;

13 . All the product lists and functional advantages that you plan to open a store on Tmall should be clearly expressed;

14. Have an e-commerce operation team and have certain operational experience (very important! If so, please use pictures in the ppt in detail text description).

As early as the 2015 Tmall Merchants Annual Meeting, Tmall CEO Zhang Yong pointed out that Tmall pays attention to the word "quality" and will always adhere to the pursuit of quality and brand and implement its brand strategy. . No matter how the rules change in the future, it continues to tighten brand access and will continue on this path. Later, Tmall closed the direct entry channel, and opened the "self-recommended brand" investment channel on the basis of targeted investment promotion, opening its arms to high-quality brand merchants.

As the old saying goes, "Everything will be successful if it is forewarned, and it will be ruined if it is not forewarned." Before officially entering Tmall Mall, you must make a plan, analyze the market, competitors, target consumers, and gain insight into the strengths and weaknesses of your own brand, products, and enterprise. Tmall.com provides numerous data analysis tools that can easily conduct various data analyses, such as the total industry size, hot-selling products, competitor sales forecasts, etc.

By analyzing these data and combining it with its own product advantages, it is possible to establish directions, clarify ideas, clarify positioning, formulate sales targets, Tmall mall development stages and steps, and determine the stage of team formation.

The above content needs to be reflected in the submitted PPT, so you must do it well when applying for Tmall. If you don’t know much about this area, you can follow WeChat account

Online Tmall stores are built with the purpose of building their own brands and having brand effects, so they must conduct scientific analysis on the brands. , this article mainly summarizes the conventional routes of network operations. Only professional e-commerce teams participate in the company's entrepreneurship, and meritocracy is adopted. In the team, there is no best, only the most suitable.

I won’t go into too much detail here about the company’s main operating strategies