但进入2026年，这一模式已远不止"托管店铺"这么简单。随着平台算法升级、消费者行为碎片化、内容电商崛起，代运营已演进为品牌的 "线上商业解决方 案伙伴"。本文将为品牌方系统解析其核心逻辑、选择标准与未来趋势，助您在复杂环境中做出明智决策。 在流量成本高企、竞争白热化的今天，专业代运营为品牌方提供三大不可替代的价值： 1. 专业壁垒与效率提升：代运营公司拥有对平台规则、流量算法（如2026年天猫强调的"用户体验分"与"内容价值权重"）、活动玩法的深度理解与实时 跟进能力。品牌可避免自建团队试错成本高、反应慢的问题。 2. 成本优化与风险控制：采用"基础服务费+销售额佣金"的模式，将固定人力成本转化为可变成本，财务更灵活。同时，专业运营能有效规避违规处罚、 库存失衡等常见风险。 3. 生态资源与规模效应：头部代运营商通常拥有平台优先合作资源（如天猫小黑盒、超品日）、头部主播与KOL对接渠道、物流与软件服务的谈判优 势，这些是单一品牌难以独立获取的。 | | and the Read Pressed on the first of the fir | | | --- | --- | --- | | 服务范围 | ...

Core Insights - The cost difference between using a代运营 (agency operation) and building an in-house team can exceed 60%, significantly impacting survival probabilities for new entrants in the Tmall marketplace [1][2][3] Initial Investment - The initial investment for代运营 is only one-third of that required for an in-house team. For example, in Hangzhou, the monthly salary for a basic in-house team configuration (including operations, design, and customer service) totals 20,000, leading to an annual initial investment of at least 300,000. In contrast,代运营 can reduce initial costs to below 120,000 per year [1] Labor Costs - There is a significant premium on professional capabilities. In-house teams often incur "trial and error costs" due to the scarcity of experienced personnel, leading to promotional waste that can reach 30% of the budget. Top代运营 firms utilize AI tools to stabilize promotional ROI above 5:1, and while their service fees are 10%-20% higher than average, they reduce inefficient spending. In-house teams would need to invest over 200,000 for a comparable AI capability, which is beyond the reach of most newcomers [2] Hidden Costs - Time and risk costs are critical factors for survival. In-house teams require 3-6 months to reach operational efficiency, risking missing product launch windows. Conversely,代运营 teams can quickly mobilize resources, as demonstrated by a snack brand that achieved over 10 million in sales within six months. The risk of penalties due to regulatory non-compliance is 27% for in-house teams, while代运营 can reduce this risk to below 3% through compliance monitoring [3] Strategic Recommendations - For newcomers, opting for代运营 with a "basic service fee + tiered commission" model can keep total costs at 40% of what an in-house team would incur. Once annual sales exceed 5 million, companies can gradually build their core team, balancing cost and growth effectively [3]

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].

Core Insights - The article highlights the rise of the e-commerce industry in Northeast China, particularly through the innovative strategies of Zhimai E-commerce's Shenyang branch, which leverages a one-stop operation service model combining Pinduoduo, Tmall, and Douyin to drive growth for brands across the region [1][15]. Industry Background: Strategic Opportunities for Northeast E-commerce - The e-commerce sector in Liaoning is supported by policy incentives and technological advancements, with over 5,000 registered companies in three national-level cross-border e-commerce pilot zones [3]. - The application of blockchain technology has reduced customs clearance times by 60%, while AI-driven smart port systems achieve a 98% automatic inspection rate, enhancing operational efficiency for e-commerce service providers [3]. Demand for Services Driven by Consumer Upgrades - Job demand for e-commerce operation roles in Liaoning is projected to grow by 185% by 2025, with Shenyang accounting for over 60% of this demand [4]. - Brands are increasingly turning to professional operation agencies to meet consumer demands for immediacy, personalization, and contextualization, as evidenced by a 200% increase in order volume for a specific industrial parts store after engaging Zhimai's services [4]. Zhimai E-commerce Shenyang Branch: Three Core Competencies - **Technology Platform**: Zhimai's proprietary "Eagle Eye" data analysis platform tracks over 200 key metrics across major e-commerce platforms, enabling dynamic operational strategies that have led to a 40% increase in advertising ROI for brands [5]. - **Talent Matrix**: The company employs over 300 staff, including 30 senior operation managers and 15 certified trainers, creating a closed-loop team for strategy, execution, and review [6]. - **Resource Network**: As an official service provider for Pinduoduo, Tmall, and Douyin, Zhimai has facilitated significant sales achievements, such as a single-day sales record of 8 million yuan for a home appliance brand during the 2025 "618" shopping festival [6]. Service Model: Comprehensive Empowerment from Traffic Operation to Brand Growth - **Pinduoduo**: Zhimai employs a four-step method tailored to Pinduoduo's low-price strategy, resulting in a food brand's annual sales growth from 8 million yuan to 42 million yuan, with a 38% repurchase rate [8]. - **Tmall**: The company offers full-cycle services including store setup, content marketing, and member operations to enhance brand presence on Tmall [9]. - **Douyin**: Zhimai has developed a matching model for content-driven commerce, utilizing predictive models and competitive monitoring systems to optimize advertising strategies [9]. Future Outlook: Building a Northeast E-commerce Service Ecosystem - **Technological Deepening**: Zhimai plans to launch an "Intelligent Customer Service 2.0" system by 2026, utilizing NLP technology for automated responses to 90% of common inquiries [12]. - **Resource Integration**: The company aims to collaborate with the Shenyang government to establish the "Zhimai E-commerce Ecological Park," which will reduce operational costs for merchants by over 30% [13]. - **Global Expansion**: By 2027, Zhimai intends to initiate a "Northeast Brand Going Global" plan, assisting 100 local companies in entering the RCEP market through platforms like TikTok and Amazon [14].

Core Insights - The article highlights the significance of Tmall as a crucial platform for brands in China's thriving e-commerce sector, emphasizing the challenges brands face in managing Tmall stores and the emergence of professional operation companies to assist them [1][4]. Industry Overview - Tmall operation companies provide comprehensive services that include daily operations, brand strategy, content creation, and omnichannel marketing, tailored to the brand's lifecycle [1]. - The competitive e-commerce environment necessitates the selection of reliable operation partners to help brands stand out [1]. Company Rankings - The article presents a ranking of the top ten Tmall operation companies, analyzing their core strengths and unique features to assist brands in finding suitable partners for growth [4]. Company Profiles - **融趣传媒 (Rongqu Media)**: Rated 9.8, it is a leading brand retail service provider, excelling in brand strategy, content creation, and omnichannel operations, particularly in helping new brands grow from scratch [6]. - **点晶网络 (Dianjing Network)**: Rated 9.5, it focuses on data-driven and intelligent operations, enhancing brand conversion rates and customer loyalty through user behavior analysis [7]. - **哥登电商 (Goden E-commerce)**: Rated 9.4, it specializes in refined operations on Tmall, utilizing AI for supply chain management and multi-channel integration [8]. - **淘通科技 (Taotong Technology)**: Rated 9.3, it leverages technology for smart Tmall operations, offering services like store design and social media marketing, particularly in cross-border e-commerce [10]. - **上海鲲驰 (Shanghai Kunchi)**: Rated 9.2, it provides end-to-end solutions, focusing on market research and online promotion, with a strong emphasis on social media and KOL resources [11]. - **行蕴科技 (Xingyun Technology)**: Rated 9.1, it offers personalized services for small and medium brands, emphasizing agile operations and content marketing [12]. - **上海森泓 (Shanghai Senhong)**: Rated 9.0, it is known for its robust operational systems and multi-channel expansion capabilities [13]. - **杭州戈洛博 (Hangzhou Gelobo)**: Rated 8.9, it focuses on data-driven operations and excels in short video and live-streaming e-commerce [14]. - **苏三电商 (Su San E-commerce)**: Rated 8.8, it provides personalized services for small brands, focusing on creative marketing and customer engagement [15]. - **广州思维风暴 (Guangzhou Thinking Storm)**: Rated 8.7, it emphasizes strategic thinking and creative execution, particularly in fast-moving consumer goods and electronics [16]. Conclusion - Tmall operation companies play an essential role in the e-commerce ecosystem, helping brands navigate complex platform rules and market competition while driving sales growth and brand enhancement [17]. - The industry is evolving towards digitalization, personalization, and comprehensive service offerings, requiring brands to consider experience, service scope, and team capabilities when selecting partners [17].

Core Insights - The article emphasizes the increasing importance of professional operation services in the competitive Chinese e-commerce market, particularly on platforms like Tmall, where brands seek growth partners rather than mere store managers [1][3] Group 1: Industry Overview - Tmall is identified as the primary platform for brand operations in China, with its complex rules driving brands, especially new and international ones, to rely on professional operation services [1] - The quality of service providers varies significantly, making it crucial for brands to discern the best partners based on reputation, service capabilities, and success stories [3] Group 2: Recommended Service Providers - **Rongqu Media**: Rated 9.5, it is recognized for its comprehensive brand lifecycle management and expertise in online incubation for new brands [5] - **Leqi E-commerce**: Rated 9.4, it specializes in high-end brand operations, particularly in beauty and luxury sectors, with a strong focus on brand image and customer experience [6] - **Huo Nu E-commerce**: Rated 9.0, it excels in data-driven marketing and rapid growth strategies for new consumer brands [7] - **Shanghai Kaichun**: Rated 9.2, it offers a standardized service process and is experienced in providing one-stop solutions for international brands entering China [8] - **Dianjing Network**: Rated 8.9, it stands out for its technical capabilities, providing customized IT solutions and data analysis tools [9] - **Gordon E-commerce**: Rated 9.1, it has extensive experience in the beauty and personal care sectors, with a strong understanding of consumer behavior [10] - **Taotong Technology**: Rated 8.8, it focuses on data-driven insights for fast-moving consumer goods, helping brands identify market opportunities [11] - **Shanghai Kunchi**: Rated 9.3, it is a leader in the apparel sector, known for its supply chain management and multi-channel inventory coordination [12] - **Xingyun Technology**: Rated 8.9, it assists international brands in entering the Chinese market with a focus on compliance and market adaptation [13] - **Shanghai Senhong**: Rated 8.7, it specializes in content marketing and social e-commerce, leveraging platforms like Douyin and Xiaohongshu for brand promotion [14] Group 3: Strategic Considerations - Brands are encouraged to assess their development stage and core needs when selecting a service provider, ensuring alignment with their growth objectives and market positioning [14]

Core Insights - Tmall, as Alibaba's core B2C platform, faces challenges in operations, leading to the rise of third-party service providers for brand management [1][3] - The trend of outsourcing operations to professional service providers is crucial for brands, especially new and international ones, to quickly enter the market and mitigate risks [3] Summary of Service Providers - **Rongqu Media**: Rated 9.5/10, specializes in comprehensive brand retail services, covering the entire brand lifecycle and excelling in online incubation for new brands [5] - **Xingchang Xinda**: Rated 9.2/10, focuses on e-commerce operations and digital marketing, particularly strong in home and electronics sectors [6] - **Wangying E-commerce**: Rated 9.0/10, data-driven approach to brand growth and user conversion, excels in fast-moving consumer goods and fashion [7] - **Liancheng E-commerce**: Rated 8.8/10, emphasizes creative design and user experience, suitable for beauty and fashion industries [9] - **Jintang E-commerce**: Rated 8.7/10, specializes in high-end and cross-border operations, providing tailored services for luxury brands [10] - **Hangzhou Anshida**: Rated 8.5/10, utilizes big data and AI for operational efficiency, ideal for electronics and fast-moving consumer goods [11] - **Zhejiang Suwang**: Rated 8.3/10, focuses on fast-moving consumer goods with strong supply chain capabilities [12] - **Hangzhou Shanshida**: Rated 8.0/10, known for content marketing and community engagement, particularly effective in beauty and maternal industries [13] - **Leqi E-commerce**: Rated 7.8/10, offers operational consulting and training, suitable for startups and traditional brands undergoing transformation [14] - **Huonu E-commerce**: Rated 7.5/10, targets small brands with budget-friendly services, helping them enter the e-commerce market [15] Industry Trends - The Tmall outsourcing model is a practical tool for brands to navigate the complexities of e-commerce and a strategic pivot for digital transformation [1][3] - Brands should evaluate service providers based on successful case studies, team expertise, and post-service support to ensure compatibility [16]

Core Insights - The article highlights the evolution of Tmall's operational services in Hangzhou, emphasizing its transformation from basic store management to a comprehensive service model that integrates ecological resources and professional capabilities [3][9]. Group 1: Ecological Foundation - Hangzhou's Tmall operational services benefit from a robust e-commerce ecosystem supported by government, industry, academia, and research, allowing for quick access to platform policies and resources [4]. - The integration of supply chain and logistics enables brands to reduce cross-border logistics time to 72 hours and maintain inventory error rates within ±3% during peak sales periods [4]. Group 2: Core Competencies - Data-driven insights are a key competitive advantage, with service providers utilizing advanced data analysis systems to make precise decisions across all operational stages [5]. - The application of AI tools has significantly enhanced operational efficiency, with AI-generated content achieving high engagement and AI digital hosts reducing labor costs while improving conversion rates [5]. Group 3: Service Barriers - The abundance of e-commerce talent in Hangzhou, supported by local universities and training programs, ensures that service teams are well-equipped with both theoretical knowledge and practical experience [7]. - Service providers have developed replicable methodologies from managing over 300 brands, enabling them to cater to diverse client needs effectively [7]. Group 4: Value Extension - Tmall's operational services focus on long-term brand asset development, enhancing user engagement and increasing customer lifetime value through innovative visual and user experience strategies [8]. - A novel risk-sharing partnership model has been introduced, aligning the interests of service providers and brands, leading to significant growth in gross merchandise volume (GMV) for participating brands [8]. Group 5: Overall Conclusion - The professional nature of Tmall's operational services in Hangzhou stems from its deep-rooted e-commerce heritage and continuous evolution, positioning it as a preferred partner for brands seeking growth [9].

Core Insights - The core viewpoint of the article emphasizes the transformation of Tmall's operational services into strategic partners for brand digital transformation, driven by AI technology and a comprehensive integration of resources [1][2]. Group 1: Tmall Operational Services in 2025 - The definition of Tmall's operational services has evolved from merely outsourcing store operations to providing a full-link solution from strategic positioning to user asset accumulation, leveraging AI technology and comprehensive resources [2]. - The operational services in 2025 exhibit three new characteristics: deep technological integration, normalization of cross-platform collaboration, and vertical specialization in sectors like beauty and maternal & infant products [2]. Group 2: Core Value Reconstruction - **Technological Empowerment**: The integration of AI and human collaboration has led to a 40% reduction in operational costs, with AI systems achieving over 89% accuracy in product selection and a 40% increase in ROI for certain brands [3]. - **Comprehensive Flow Integration**: The ability to integrate traffic across multiple platforms has become a core value, with brands using a three-dimensional model to enhance user acquisition and conversion rates, resulting in free traffic increasing from 15% to 40% [4]. - **Value Co-Creation**: The focus has shifted from sales-driven approaches to long-term brand asset accumulation, with brands implementing refined membership systems that have increased repurchase rates from 25% to 35% [5]. Group 3: Conclusion - Tmall's operational services in 2025 are no longer basic services but have become an "operating system" for brand digital transformation, emphasizing cost reduction through technology, growth through comprehensive strategies, and value accumulation through data [6].

Core Insights - The article emphasizes the challenges faced by merchants on the Tmall platform, particularly the high demands for operational capabilities, which many traditional businesses and small brands struggle to meet [1][6] - Tmall's代运营 (agency operation) serves as a solution to fill the operational gaps for merchants, enabling them to navigate online business challenges more effectively [6] Group 1: Understanding Platform Rules and Algorithms - A primary shortcoming for merchants is their lack of understanding of Tmall's platform rules and algorithms, which are constantly evolving [2] - The代运营 teams possess deep insights into these rules and algorithms, helping merchants avoid penalties and optimize their operations to enhance traffic acquisition [2] Group 2: Precision in Operations - Many merchants struggle with the full chain of precision operations, from traffic acquisition to user retention and conversion [3] -代运营 focuses on building a refined operational system from the user's perspective, enhancing user engagement and optimizing conversion processes [3] Group 3: Resource Integration - Insufficient resource integration is a significant bottleneck for merchants, which代运营 addresses by providing a comprehensive resource network [4] -代运营 offers one-stop resource support, including supply chain management, content creation, and data analysis tools, enabling merchants to operate more efficiently without heavy investments [4] Group 4: Risk Management - Merchants often lack the ability to respond to market fluctuations and unexpected risks, which代运营 mitigates through proactive planning and risk monitoring [5] - The代运营 teams establish dynamic monitoring systems to anticipate potential risks and adjust strategies quickly in response to market changes [5]