Core Insights - The article emphasizes the challenges faced by new merchants on the Tmall platform due to increasing competition and limited resources, highlighting the importance of professional operation services to overcome initial hurdles [1][4] Group 1: Positioning and Strategy Framework - Tmall's代运营 (operational agency) focuses on establishing a clear positioning and strategy framework for new stores, helping them avoid pitfalls like blind competition and product selection [1] - The代运营 team conducts in-depth analysis of industry trends, platform ecology, and user needs to identify niche markets and unmet demands [1] - A phased planning approach is adopted, guiding stores from foundational setup to traffic accumulation and conversion optimization [1] Group 2: Visual and User Experience Optimization - Visual optimization is crucial as it forms the first impression for Tmall users, impacting their willingness to stay and trust the store [2] - The代运营 team restructures the store's visual system, ensuring clarity in homepage design and relevance in product presentation [2] - Mobile optimization is prioritized to enhance user experience, including adjustments in font size and button layout to suit mobile browsing habits [2] Group 3: Traffic Operation System - Building a traffic operation system is essential for overcoming initial traffic bottlenecks, utilizing both paid and free traffic strategies [3] - Paid traffic is strategically targeted, focusing on high-potential audiences while avoiding unnecessary expenditures [3] - Free traffic is enhanced through search optimization and content channels within Tmall, gradually building a pool of organic traffic [3] Group 4: Product and User Base Maintenance - Effective product management is vital, with代运营 assisting in organizing SKU systems to prevent confusion and disputes [4] - User maintenance strategies include establishing a basic customer service system to enhance user satisfaction and reduce negative feedback [4] - The foundation laid during the initial phase directly influences the long-term development potential of Tmall stores [4]