Core Insights - The article discusses the emergence of "Tmall代运营" (Tmall agency operation) as a solution for new brands and stores in the competitive Chinese e-commerce market, highlighting its role in helping businesses navigate complex platform rules and high operational costs [1][4]. Group 1: Definition and Role of Tmall Agency Operation - Tmall agency operation involves entrusting a professional third-party company with the full or partial management of a brand's Tmall store, acting as the brand's online business department [4]. - An effective agency provides deep expertise in e-commerce, understanding Tmall's rules, algorithms, and traffic logic, thus preventing brands from making costly mistakes [4]. - The agency model reduces overall costs compared to building an in-house team, allowing brands to access professional services at a lower trial-and-error cost [4]. - Agencies can quickly respond to market changes and develop effective marketing strategies, helping new stores establish themselves rapidly [4]. - Established agencies often have access to valuable resources, such as platform representatives and influencer partnerships, which can drive more traffic and promotional opportunities for new stores [4]. Group 2: Types of Agency Services - Full-service agency operation includes comprehensive management from store application, product listing, visual design, marketing promotion, to customer service and logistics [5]. - Single-service agency operation focuses on specific aspects, such as advertising promotion or content marketing, suitable for brands with some foundational knowledge [5]. Group 3: Steps for New Store Development - The initial phase from 0 to 1 is critical for a store's survival, focusing on building a solid foundation rather than merely pursuing sales [7]. - Key steps include: 1. Store foundation and positioning, ensuring a clear understanding of target users and competitors [7]. 2. Brand story and positioning, defining the brand's tone and style [7]. 3. Store qualification application, ensuring all necessary documents are in order for Tmall entry [7]. 4. Product strategy and planning, identifying potential bestsellers through testing [7]. 5. Visual system creation, emphasizing the importance of professional imagery for product listings [7]. 6. Initial traffic acquisition through both organic and paid methods [7]. 7. Data analysis and iteration to optimize performance based on key metrics [7]. Group 4: Marketing and Customer Relationship Management - Active participation in Tmall's promotional activities and planning store-specific events can enhance customer engagement and increase average order value [7]. - Building a membership system for existing customers and guiding public traffic to private channels can foster brand loyalty and repeat purchases [7]. - Ensuring a stable supply chain and efficient customer service is vital for long-term store health [7].