The launch of Tmall Store is a repackaging and brand-new shaping of the brand, which must be based on the scientific analysis and decision-making of the brand. The purpose here is to make some arrangements from the regular route of network operation, and must appear as a professional e-commerce team, resolutely avoid those e-commerce operators who have little knowledge, make up the number, participate in the company's entrepreneurship and do their best, and put aside the bad habits of seniority. There is no best in a team, only the best. I won't repeat the company's main operating strategy here.
How to fill in the brand and store operation plan?
Dear, the brand and store operation plan is to better inform Tmall of your brand and store operation strength. Please fill it in carefully.
Suggestions include but are not limited to the following:
1. Brand introduction (e.g. brand founding time, brand story, 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+integrated traffic channel+member marketing+brand marketing+explosive creation+celebrity endorsement planning.
2. Operation planning and planning in all stages of the year, target and cost control budget, running-in and stability of operation team, standardization of S0P specification for tasks to people and posts, determination of KPI assessment mechanism and core indicators, sharing and division of customer service system and marketing resources.
3 product positioning, style positioning, taking photos, updating Tmall, making detailed pages, store management and internal strength, decoration and visual display, and planning copywriting.
4. The focus of store promotion and drainage is through train, drilling exhibition, taobao guest, in-store association and package optimization.
5 event planning and promotion planning, such as celebrity endorsement activities and double eleven and double twelve promotion activities.
6. Operation of social media, daily operation and promotion of WeChat in Weibo.
7. Multi-level membership and points system scheme, member care, user experience improvement and preferential activities for old customers.
8. Daily maintenance and management, online shop optimization, data monitoring and analysis, and adjustment of operation direction (stores, industries, users, activity data, etc.). )
9 team coordination, communication and coordination with various departments, and supply chain management (products, markets, warehousing, logistics, etc.). )
Market strategy
1' s brand positioning strategy: original design brand, craftsman spirit and feelings, advocating self-confidence, elegance, comfort and calm brand style, and pursuing the ultimate perfection of details.
2. Consumer positioning: The main customer base is white-collar elites aged 28 -40.
3. Product line positioning strategy: according to the annual product life cycle changes of men's wear categories, reasonably arrange product categories and SKU quantity of each category every quarter.
4. Positioning the annual operation rhythm, making reasonable new product plans, hot-selling plans and clearance plans in strict accordance with the life cycle of category products, reasonably controlling commodity inventory, and improving the sold-out rate.
5 price positioning strategy: the price needs to be lowered, and the price positioning needs to be positioned in the mainstream price range to expand the audience.
6. channel positioning strategy: Tmall stores are the main stores, supplemented by Taobao stores, and you can apply for the accent channel.
7. Operation strategy: We need to find the accurate entry point of the market through market analysis in the early stage. You can choose a certain product of a certain category, mainly making single product explosions, opening popularity and sales through fist products, creating 1-2 explosions in each category in the medium term to form an explosion group, and doing related sales and in-store promotion activities and promotion through the explosions of various categories to drive other products to sell well, forming a big explosion+a small explosion in the whole store, and paying attention to store brand marketing and membership marketing in the later period.
8 promotion strategy: SEO+ through train+drilling exhibition+hard and wide+small amount of brush+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 spirit and feelings of craftsmen, and the activity page and promotion page maintain the same overall style.