Tmall's full set of operation plan ppt template

1. Company and brand introduction

1. Company introduction

We must show the strength of the company as much as possible and the strength of the packaging company appropriately to convince the waiter that he has the strength to enter Tmall. Specific content includes but is not limited to: the company's establishment time, current scale, business scope, strength in production and research and development, influence in the industry, awards received, etc.

2. Brand introduction

The brand introduction should show the advantages and highlights of the brand as much as possible, with clear positioning and its own unique style. It's best to include the following points:

① Brand positioning: including your brand style, target audience, unit price, etc.

② Brand management strength: the time of brand establishment, offline operations (store transaction volume in the past year, foreign trade export volume, etc.), and the operation of Taobao/1688 or other mainstream e-commerce platforms.

③ Brand features: If your brand is an original designer brand, or has some innovative gameplay and special services. For example, cross-border co-branding of brands and IPs can be highlighted.

④Which large-scale industry exhibitions has the brand participated in?

⑤ Spend some money to post some soft articles in well-known media and public accounts.

2. Products and Team

1. Products

"Product" is the core of Tmall. Tmall pays attention to the word "quality". If the product description is good, there is a high probability that it will be accepted. Because Tmall has always emphasized product differentiation, what each product category lacks now is updates. Therefore, if your product is novel enough and different from other Tmall store products, it has a high probability of passing.

In other words, if your products are highly homogeneous, it will be difficult for you to enter Tmall. Now Tmall is not like before. The current market is full, and only novel products will bring more traffic to Tmall. So how can we differentiate our products?

First, you must determine your main business category and direction, so that you can clearly position your product direction. When selecting products, you must first understand the competing products. You need to carefully understand how many major merchants there are in the major product categories and how many overseas brands there are. Then compare the advantages with competing products, analyze whether the product is competitive and break down the competitiveness. It should also be reflected in the ppt, the waiter attaches great importance to these.

2. Team

The team is basically a part of writing the organizational structure, showing the company's strength, and proving that the company is not a shell company. You can take some office photos and factory photos to prove it.

(1) Operations Department

Multi-store operation, responsible for the overall planning, marketing, promotion and other system operations and management of the online store, while formulating the store's operation plan. And adjust the plan for problems that may be encountered during the implementation process, implement and cooperate with the company's relevant marketing activities, and plan store promotion activities.

(2) Design Department

We have our own 3D modeling and rendering personnel: we also have art designers to produce detail pages, poster banners, homepages, etc. Designing store style and writing description text to accompany pictures, conceiving and writing copywriting for promotional activities. Cooperate with various departments to develop picture product processing plans for the store.

(3) Customer Service Department

Master Taobao's various operating rules, handle customer requests, etc., achieve a happy transaction for both parties, process order information, provide after-sales service and resolve general complaints, maintain customer relationships, handle related customer complaints and disputes, and improve user experience.

(4) Warehousing Department

Responsible for keeping the goods and environment in the warehouse clean, tidy and hygienic; correctly packaging goods according to the delivery order, completing packaging tasks accurately and on time; accurately entering the delivery order number in the online store backend and changing the delivery status. Process problem items and returns in a timely manner.

3. Promotion and operation strategy

(1) Hot style. For each major category, look for one or two special and different products. Even with a 50% discount, there is still a profit. Hype it first and add a through train to warm up the product. Then sign up for free promotions. Do a good job in affiliate marketing. The market opens up. (Tried and tested method)

(2) You cannot fully blossom, do everything, and push everything. Focus on a certain category or a single product, choose one product from each category to promote, and launch popular products (note: you must choose the right product when screening, otherwise you will lose everything).

(3) Activities are important. Activities include on-site and off-site activities. The site launches new products and offers regular specials to participate in various festivals. Regardless of whether it has anything to do with you or not. Everyone went to join in the fun. Have an event. For example: Taobao's new trend for Valentine's Day, red envelope grabbing, Double 12, etc.

(4) Find your own organization, join your own gang and be active in your own community. Participate in more online and offline activities and accumulate contacts.

4. Promotion Form

1. In the site

(1) Through train: keyword promotion, store promotion;

(2) Diamond Exhibition: Whole-store promotion, single product promotion;

(3) Alibaba V Plan: ① Live broadcast promotion: Taobao Live Broadcast; ② Content promotion: grass-planting articles, Taobao forum;

(4) Official activities: ①Juhuasuan: channel activities, industry activities; ②Taobao: channel activities, industry activities.

2. Outside the site

(1) Taobao customer

(2) Information flow delivery: ① Baidu, Toutiao; Douyin, Kuaishou; ② iQiyi, Tencent Video, Xigua Video.

(3) KOL commercial promotion

1⃣️Soft article promotion: ① Weibo: marketing activities, soft article promotion; ② Xiaohongshu; ③ official accounts, headlines, Penguin, etc.; ④ forums, post bars;

2⃣️ Live streaming: ① Douyin; ② Xiaohongshu; ③ Experts say; ④ Taobao live broadcast; ⑤ Kuaishou.

5. Leverage strengths and avoid weaknesses

1. If you are an empty shopping company and want to enter Tmall

Write less company introduction and brand introduction, and focus on product introduction and operation plan.

2. If your company does not have a factory

The idea of ​​​​your operation plan should focus on supply chain capabilities, product introduction, and financial strength, so that the waiter can believe that you can continuously supply enough products to the store.

3. If your company’s own factories and channels are offline, online sales will not develop much.

Then the idea of ​​​​your operation plan should focus on highlighting the company's strength. You can list your factory situation, supplier situation, customer situation, and channel situation. In the operation plan, you can find an agent for operation cooperation. As long as you express "We rely on strong offline strength to support online development, we hope to It just means "Tmall makes a difference".