More and more brands want to join Tmall Mall. After all, the annual sales volume of double 1 1 has reached an alarming level. The same brand has been overloaded in Taobao shop, and only on Tmall can it be more like a duck to water.

Tmall operation plan

The following may be what you need to prepare.

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

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

3. Annual goal, team profile (number of teams running Tmall stores, division of labor, etc. )

4. Introduction of core products and advantages, brand promotion plan (including brand operation plan of offline stores)

5. Service system

Annual operational core planning

1. Operation idea: Tmall+product scheme+integrated traffic channel+customer management+brand marketing+explosive creation+celebrity endorsement planning.

2. Operational planning and planning objectives and cost control budget for each period within one year, cooperation among team members, implementation of operational 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 photos, taking new activities, making detailed pages, internal strength of store management, visual display of decoration, and planning copywriting.

4. Shop promotion is mainly based on through train, drilling exhibition, taobao guest and super recommendation, in-store association collocation and package optimization.

5. Event planning, big promotion planning, such as celebrity endorsement activities and double eleven and double twelve promotion activities. You should make a budget in advance.

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

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

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

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

Market strategy

Brand positioning strategy: the original design brand, the craftsman's spiritual feelings, brand style, brand culture and so on pursue the ultimate detail perfection.

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

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

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

5. Price positioning strategy: Price positioning needs to be positioned in the price range under the category baby, which can make more people accept the price.

6. channel positioning strategy: Tmall stores are the main ones, supplemented by Taobao stores.

7. Operation strategy: In the early stage, we should find the accurate entry point of the market through market analysis, choose products suitable for the present, and focus on single product explosion. In the medium term, 1-2 explosions will be made for each category to form an explosion group. Through in-store explosions, related sales and in-store promotions, activities and promotions are carried out to drive other products to sell well, forming a big explosion and a small explosion in the whole store. In the later stage, we will focus on store brand marketing and membership marketing, gradually reduce the proportion of promotion expenses and improve profit margins.

8. Promotion strategy: SEO+ through train+drilling exhibition+taobao guest+super girl recommendation+small amount of brush+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 same overall style, highlighting the store brand.

1, Tmall turnover last quarter, Taobao turnover (if not, don't write it);

2. Subbrands under the group brand (if it is a new brand);

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

4. Screenshot of TOP 3 single product online sales with cumulative evaluation exceeding 10000 or invoice proof of offline sales amount for 3 months;

5. Ali Smart or Tmall Elf Cooperation;

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

7. Provide processing for the world's top brands within three years and transform them into independent brands;

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

9. Brands that have settled in and whose sales performance is better than the sub-brands of the same controller;

10, Taobao crowdfunding first brand, crowdfunding over one million international brands;

1 1, extended to international brands in China (TM standard can be used);

12, background of the company's registered cost enterprise;

13, a list of all products and functional advantages that clearly indicate the intention to open a store in Tmall;

14. Have an e-commerce operation team and some operational experience (very important! If yes, please use ppt to explain in detail.

As early as 20 15 annual meeting of Tmall merchants, Zhang Yong, CEO of Tmall, pointed out that Tmall pays attention to the word "quality" and will always pursue quality and brand and implement 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 entrance 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 in advance, and it is abolished if it is not planned." Before officially entering Tmall Mall, we must make a good plan, analyze the market, competitors and 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 all kinds of data, such as the total size of the industry, hot-selling products, sales forecasts of competitors and so on.

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

Then the above contents need 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 piece, you can pay attention to the micro signal.

The online Tmall store is based on the establishment of its own brand and brand effect, so it is necessary to make a scientific analysis of the brand. This paper mainly combs the regular route of network operation. Only a professional e-commerce team can participate in the company's entrepreneurship. In the team, there is no best, only the best. I don't want to describe the company's main operating strategy here.