Core Insights - Tmall, as a leading e-commerce platform in China, attracts numerous new merchants, but the complexity of platform rules and intense competition leads many inexperienced merchants to seek professional support from代运营 companies [1][9] - The selection of a reliable代运营 partner is crucial for new merchants, given the varying quality of代运营 services available in the market [1][9] Merchant Needs and Goals - Merchants should first clarify their needs and objectives before selecting a代运营 company, which helps in filtering suitable partners and lays a solid foundation for future collaboration [2] - Key aspects to consider include product positioning, operational goals, budget range, and expected service content [4] Service Offerings and Standards -代运营 companies provide a range of services including brand marketing, product analysis, promotional strategies, visual design, content operations, and data analysis [6] - Each service should have specific standards and measurable outcomes based on product data and client needs [6] Evaluation Criteria for代运营 Companies - Official certification from Tmall is a priority, as it indicates basic strength and credibility [7] - Factors such as company establishment duration, team size, industry reputation, and awards or certifications should be considered when evaluating potential代运营 partners [7] Team and Contractual Considerations - The core value of a代运营 company lies in its team, which should possess the ability to create customized strategies [8] - Contracts should clearly outline service items, performance standards, and responsibilities to protect both parties' interests [8][10] Performance Metrics and Communication - Merchants should assess the代运营 company's past performance through similar case studies, focusing on data authenticity, long-term results, and the ability to discuss failures [10] - Establishing a clear communication mechanism and understanding the reporting process is essential for smooth collaboration [10]

Group 1 - The e-commerce industry is booming, with many new entrants and ongoing discussions about the reliability of Tmall's agency operations [1][3] - Many new e-commerce operators have a simplistic understanding of agency operations, believing it only involves handing over the store management, which is an incomplete view [3] - The agency operation industry is mixed, with reputable companies like Baozun and Liying Network alongside less credible firms lacking qualifications and integrity [3] Group 2 - Choosing a local agency is crucial for e-commerce operators, as it allows for on-site visits and reduces the risk of fraud [5] - Operators should request relevant operational data from potential agencies to verify their experience in specific product categories [7] - Caution is advised regarding the fee structures of agencies, as some may use free services to attract clients but later impose hidden costs [7] - A trial period with the agency is recommended before signing a long-term contract to assess their capabilities and service quality [9]

Group 1 - The core pain points for Taobao stores include traffic issues, conversion bottlenecks, operational inefficiencies, and intense competition due to product homogeneity [1][3][4][5] - The shift in Taobao's algorithm emphasizes ecological value prediction over data validation, making precise labeling crucial for traffic acquisition [1] - A significant increase in traffic efficiency can be achieved by improving the match between product labels and user needs, with a 10% improvement leading to a 47% increase in traffic acquisition efficiency [1] Group 2 - Conversion rates are negatively impacted by poor page experience, with stores averaging less than 30 seconds on product detail pages seeing conversion rates below the industry average by 50% [3] - Enhancements in product detail pages, such as high-quality images and clear value propositions, can significantly boost conversion rates, as demonstrated by a home goods brand that increased its conversion rate from 1.2% to 3.8% [3] Group 3 - Over-reliance on paid advertising leads to diminishing returns, with some categories seeing click costs exceed 5 yuan per click [4] - A 3C store improved its advertising ROI from 1.2 to 3.5 by aligning paid ads with natural search strategies, increasing natural search traffic from 20% to 45% [4] Group 4 - The introduction of new regulations in 2025 aims to combat product imitation and promote original designs, impacting competition in the market [5] - An original designer brand achieved significant sales and customer retention by leveraging unique storytelling and limited releases, achieving monthly sales of 2 million with a 35% repurchase rate [5] Group 5 - The importance of data-driven strategies for matching products with target demographics is highlighted, with a mother and baby store increasing its average transaction value by 40% through targeted marketing [8] - The use of dual engines for traffic generation, combining search and recommendation strategies, is essential for maximizing visibility and sales [8] Group 6 - Enhancements in page experience, such as optimizing the first three seconds of user interaction and restructuring detail pages, can lead to significant increases in conversion rates [10] - Promotional strategies, including tiered discounts and cross-category bundling, have proven effective in increasing average transaction values [12][13] Group 7 - The establishment of a seven-dimensional assessment system to monitor key performance indicators is crucial for driving growth and improving customer retention [14] - AI tools are being utilized to enhance operational efficiency, such as generating promotional videos and automating customer service, leading to cost savings and improved response times [15][17] Group 8 - The trend towards privatizing customer data and integrating membership systems with social media platforms is becoming more prevalent, with some brands seeing a significant increase in private domain sales [28] - Compliance with tax regulations and platform rules is increasingly important, necessitating a synchronized data management approach across business, tax, and platform operations [29]