More and more brands hope to join Tmall Mall. After all, the sales of double 11 on this day have reached an amazing level every year, and the same brand in Taobao Store has been overloaded. Only on Tmall can it be more like a duck to water.

Tmall operation plan

The following may be the brand introduction you need to prepare (such as the time of brand establishment, brand story and brand culture, etc.)

2. Introduction of the operating company (introduction of the company operating Tmall store, such as the company's size, establishment time, business and direction, etc.)

3. Annual target, General situation of the team (the number of people who operate the Tmall store team, division of work, etc.)

4. Introduction of core products and advantages, brand promotion plan (which may include the brand operation plan of offline physical stores)

5. Service system

Annual operation core plan

1. Operation idea: Tmall+product plan+integrated traffic channel+customer management+brand marketing+explosive creation.

2. Operation planning and planning objectives and cost control budget in each period of the year, cooperation among team members, implementation of operation tasks to everyone, standardization of post workflow, determination of KPI assessment mechanism and core indicators, customer service system, and sharing and division of marketing resources.

3. product positioning, style positioning, taking pictures, taking new activities, making detailed pages, store management and internal strength, decorating visual merchandising, and planning copywriting.

4. store promotion focuses on through train, drilling exhibition, taobao guest and super recommendation, in-store association and package optimization.

5. event planning and promotion planning, such as celebrity endorsement activities and double eleven, double twelve promotion activities, should be done in advance to make a copy and budget.

6. Operation of social media, daily operation and promotion of WeChat, Weibo and micro-video.

7. Make Want Want Group membership, multi-level membership and points system scheme, member care, user experience improvement, preferential activities for old customers, etc.

8. Daily maintenance and management, online shop optimization, and adjustment of operation direction (stores, industries, users, competing stores, activity data, etc.) through data monitoring and analysis

9. Collaboration between teams and departments, management of supply chain (products, markets, warehousing, customer service, logistics, etc.)

Market strategy

Brand positioning strategy:

2. consumer positioning: major customer groups analyze and position their products according to market conditions.

3. product line positioning strategy: according to the changes of the annual product life cycle, the product categories and the SKU quantity of each category are reasonably arranged every quarter.

4. Positioning of annual operation rhythm: Make a reasonable operation plan, launch new plans, big activities and big promotion plans in strict accordance with the life cycle of category products, reasonably control commodity inventory, and improve the sales rate of commodities.

6. channel positioning's strategy: Tmall stores are the main ones, and Taobao stores are the auxiliary ones.

7. operation strategy: in the early stage, it is necessary to find the accurate entry point of the market through market analysis, select the products suitable for the present, and focus on single product explosions. In the middle stage, 1-2 explosions will be created for each category to form an explosion group. Through the explosions in the store, related sales and in-store promotions, activities and promotion will be carried out to drive other products to sell well, and then focus on store brand marketing and membership marketing, gradually reducing the proportion of promotion expenses and improving profit margin.

8. Promotion strategy: SEO+ through train+drilling exhibition+taobao guest+super sister's recommendation+a small amount of brushing+poly-cost-effective+other official activities+theme activities+category activities+daily activities+member marketing+celebrity endorsement planning+social media operation

9 Visual strategy: the overall page of the store maintains the brand style of high-end business and leisure, highlighting the craftsman's spiritual feelings, and the activity page and promotion page maintain the whole.

1. Last quarter's Tmall turnover and Taobao turnover (if not, don't write it);

2. Sub-brands under group brands (in case of new brands);

3. Other platforms (JD, Suning.cn, Amazon and other first-line mainstream e-commerce platforms or offline chain stores, sales and operation status);

4. More than 1, screenshots of the cumulative online sales evaluation of Top3 single product or invoice proof of the offline sales amount for three months;

5. Ali Smart or Tmall Elf cooperate;

6. Trademark holders who have won domestic and foreign industry awards or patent options;

7. In three years, it has provided processing for the world's top brands and transformed them into its own brands;

8. Brands created or endorsed by product stars or celebrities;

9. brands that have settled in and whose sales performance is prior to the sub-brands under the same controller;

1. Taobao crowdsourced the first brand and raised more than one million international brands;

11. international brands that extend to China (TM mark is allowed);

12. Enterprise background of the registered cost of opening a store;

13. clearly express the list of all products and functional advantages that are intended to open a store in tmall;

14. Have an e-commerce operation team and have certain operation experience (very important! If yes, please explain it in ppt in detail.

As early as the annual meeting of Tmall merchants in 215, Zhang Yong, CEO of Tmall, pointed out that Tmall pays attention to the word "quality" and will always pursue quality and brand and implement its brand strategy. No matter how the rules change in the future, it is constantly tightening brand access and will continue on this road. Then the day after tomorrow, the cat closed the direct entry channel, opened the "self-recommended brand" investment channel on the basis of targeted investment, and opened its arms to high-quality brand merchants.

as the old saying goes, "everything is established if it is predicted, and it will be abolished if it is not predicted". Before officially entering Tmall Mall, we must make a good plan, analyze the market, competitors, target consumers and gain insight into the advantages and disadvantages of our own brands, products and enterprises. Tmall.com provides many data analysis tools, which can easily analyze various data, such as the total size of the industry, hot-selling products, sales forecasts of competitors, etc.

by analyzing these data and combining with the advantages of our own products, we can establish the direction, clear our thinking, define the positioning, formulate the sales target, the development stages and steps of Tmall Mall, and determine the team formation at each stage.

then all the above contents need to be reflected in the submitted PPT, so it must be done well when applying for Tmall to settle in. If you don't know much about this piece, you can pay attention to the fact that Tmall stores on the micro-signal

line are all established on the basis of building their own brands and brand effects, so we must make a scientific analysis of the brands. This article mainly sorts out the regular routes of network operation. Only professional e-commerce teams participate in the company's entrepreneurship, and only the best ones are the best. I don't want to describe the company's main operation strategy here.