Core Insights - The report titled "Alibaba Mama Product Capability Practical Manual" focuses on brand digital management for 2025, driven by AI technology, aiming to create a sustainable growth model for merchants [1][8] - Key operational keywords for 2025 are "AI wins new, high-quality growth," emphasizing the importance of AI in enhancing operational efficiency and brand influence [2][19] Group 1: Platform Positioning and Core Product Matrix - Alibaba Mama is positioned as a leading platform for brand digital management and consumer investment in China, offering a diverse range of core products [1][8] - Brand marketing products include TOPSHOW, Brand Special Show, and Super Brand Zone, which help brands reach wider audiences and enhance brand awareness [1][3] - Performance marketing products like Wanshangtai Unlimited Version and keyword promotion enable precise traffic interception to boost sales [1][3] - Tools such as Damo Pan and Creative Center provide strategic support and AI-generated creative services [1][3] Group 2: 2025 Operational Keywords and Technology Drivers - The operational focus for 2025 is on leveraging AI technology to drive business upgrades, with three main directions: "Technology for Good," "Brand for New," and "Management for Excellence" [2][19] - "Technology for Good" includes AI trend forecasting, intelligent ad placement, and AIGC creative generation to enhance efficiency [2][20] - "Brand for New" aims to penetrate new consumer segments and link new assets to expand brand influence [2][22] - "Management for Excellence" focuses on optimizing capabilities and policies to help merchants reduce costs and improve efficiency [2][22] Group 3: Full-Scene Marketing Product and Capability Upgrades - All product lines have undergone capability upgrades and expanded scenarios, enhancing personalized outreach and private domain conversion [3][11] - Performance marketing has improved ROI delivery through full-site promotion and new features in keyword promotion [3][11] - Content marketing integrates short videos and live streaming to create a seamless "planting + conversion" experience [3][11] - Tools like UniDesk and Damo Pan support comprehensive media marketing and AI-driven operations [3][11] Group 4: Policies and Case Support - The platform has introduced several merchant-friendly policies, such as "12 Merchant Benefits" to reduce return shipping costs [4][14] - Successful case studies include a home goods merchant using intelligent store investment to enhance conversion rates and Nestle leveraging external content to achieve ROI growth [4][14] - Alibaba Mama's approach combines technology, product innovation, and policy support to create a comprehensive digital management system for brands [4][14]