Is it important to have a Tmall entry operation plan? What is the effect on Tmall?

It should be quite important, and Xiao Er should focus on it.

The purpose of writing the Tmall settlement plan: to let Xiao Er clearly understand the strength of your company.

A Tmall settlement operation plan is generally divided into four parts: 1. Introduce the company and brand; 2. Explain the product and team; 3. Explain the operation and promotion plan; 4. Future development planning.

Company Introduction: Show the strength of the company as much as possible, including but not limited to the company's establishment time, existing scale, business scope, production and R&D strength, honors, etc.

Brand introduction: The brand introduction shows the advantages and highlights of the brand as much as possible, and the positioning is clear and has its own unique style. It's a good idea to include the following points:

Brand positioning: include your brand style, target audience, unit price, etc.

Brand management strength: brand establishment time, offline operation (store transaction volume in the past year, foreign trade export volume, etc.), ** 1688 or other mainstream e-commerce platform operations.

Brand features: If your brand is an original designer brand, or has some innovative gameplay and special services. For example, brand and IP cross-border co-branding can be highlighted.

In addition, if the brand has participated in some large-scale industry exhibitions, it can also be written, which is also a good endorsement of brand strength. If the brand has not been displayed online and offline, it is recommended to do some self-certification articles on Douyin, Kuaishou, WeChat, etc., and write some articles about related companies and brands, which will have a little effect, which is better than not writing.

Team: Basically, it is a part of writing the organizational structure and showing the strength of the company, which proves that the company is not a shell company, and you can take some offices and factories to support it.

Promotion and operation plan: from the store to the decoration, to the promotion and operation plan of the major platforms must be written clearly, the more the better, and do not write at a very low level, the idea must be clear, to the feeling that you have the strength to operate, many businesses do not know how to write, it is recommended to find a professional to do it directly, in order to avoid the plan does not meet the requirements of Tmall investment, and a lot of time is wasted if it is rejected, not to say, the store has not come down. In addition, the plan must be written in detail, the more detailed it is, the more you understand the operation, and you can see whether your operation is strong.

Store future planning: You can write it according to the actual situation of the store, mainly to show the Tmall platform that you want to develop on the platform for a long time.

1. Company brand introduction.

The brand is introduced from the aspects of brand positioning, corporate culture, target customer group, R&D and production, brand advantages, etc. Brand positioning strategy: original design brand, craftsman spirit feelings, brand style, brand culture and other details that pursue the ultimate.

The introduction of the operating company includes the size of the company, the date of establishment, the company's business, direction, relevant endorsements, etc. The display of online and offline strength is also very important, including online ** operation and brand promotion, offline stores and exhibitions participated.

2. Introduction of the team and goals.

It mainly introduces the brand's e-commerce operation team, which can be introduced from business experience, number of employees, organizational structure, functions, etc.; And formulate a clear overall goal and phased goals of e-commerce operation. It is used to show the strength of the team.

3. Products and product advantages.

Introduce the brand's main products, and analyze the competitive advantages of these products, mainly emphasizing the product features, and showing more details and functions.

4. Operation plan.

It mainly introduces the e-commerce operation plan and e-commerce development strategy of the brand after entering Tmall, including operation, design, promotion, service, etc. It mainly shows the overall operation strategy and goals for the whole year and the specific operation plan for 1-3 months after opening the store.

There are two main points to grasp when writing a Tmall entry operation plan:

1. Understand the three stages of operating PPT.

Company Introduction. Introduce the company's business scope, business field, supply capacity, number of employees, factory area, organizational structure, operation team, detailed introduction of operation team personnel, current sales channels of the company, sales status, etc.

Brand introduction. Settled brands, brand stories, brand group positioning, brand management, old sales channels, promotion channels, product introduction, etc.

Operational plan. How to operate a Tmall store after settling in a Tmall store, need professional operation personnel to dock, understand the detailed Tmall operation rules, otherwise the operation strength cannot be better displayed, how to do activities after operating a Tmall store, push and change the budget, etc.

2. Production process.

Style mode, template in line with the characteristics of your own product;

Logical check, each content must have a subtitle to indicate the core problem, high originality, clear, accurate and concise text;

Merchants who feel that it is difficult to settle in can choose to settle in on their behalf, such as Cat Shopman

1. Display of corporate strength and brand influence.

Although some information about the company has been provided when submitting the information, to find out the company's information from a bunch of materials, Tmall Xiaoer will also be visually fatigued, so introduce the company and brand in as much detail as possible in the operation plan, and start from the company's strength and brand influence, which will further improve the success rate of settlement.

2. Product positioning.

The positioning of the product is reflected in which part of the population will buy this product, such as lipstick, and the product positioning is to make women more confident and more dazzling and beautiful. Product positioning is mainly used in market saturation, the number of products with the same product positioning in the market at the same time can not be too much, too much is not conducive to the development of businesses, but will promote vicious competition.

3. Audience.

The audience refers to which part of the population the product is mainly for, for example, the group of people facing lipstick is generally women, and the people who buy this product are both men and women, and they will buy this kind of product for their girlfriends and girlfriends. I don't know if the audience is clear, it's like holding a good product in his hand, but he doesn't know who to sell it to.

4. Store operation direction.

The direction of store operation is to roughly describe what kind of planning and development will be after entering Tmall in the future, what kind of operation team will be there, and how large the scale it wants to develop.