Core Insights - Tmall has become a critical battleground for brands in China's competitive e-commerce landscape, with many merchants facing challenges in store operation and traffic acquisition [3] Group 1: Store Foundation and Brand Positioning - The first step in store operation is to establish a visual system that aligns with brand tone. A skincare brand used data analysis to identify its target audience's preference for a "laboratory technology + natural ingredients" combination, resulting in a homepage bounce rate of 28%, significantly lower than the industry average of 45% [6] - Product main images were tested with "ingredient close-ups + usage scenarios," leading to a 19% increase in conversion rates. The details page incorporated product development documentary clips, increasing average stay time to 3 minutes and 42 seconds, a 2.3 times improvement [6] Group 2: Traffic Acquisition Strategies - Search traffic optimization revealed that long-tail keywords like "quiet," "energy-saving," and "smart control" had a CTR 40% above the industry average. An air conditioning brand restructured its product titles and attributes, resulting in a 175% increase in search exposure within two weeks [7] - Content traffic strategies included a "factory traceability live broadcast" by a food merchant, achieving a single GMV of 8 million and a fan repurchase rate of 38%. Short videos focusing on pain points garnered over 20 million views, contributing 25% to store traffic [7] - A tiered membership system for a maternal and infant brand increased high-value customer representation from 3% to 11% by offering exclusive parenting consultant services. A "check-in points for gifts" mechanism in WeChat groups maintained an 82% monthly active user retention rate [7] Group 3: Data-Driven Operational Iteration - A fashion brand's digital platform indicated a 13% peak in average order value on Thursday evenings. The operational team adjusted strategies, leading to a 210% increase in GMV during that time. Heatmap analysis showed a 71% click rate for the "material comparison module," prompting its repositioning to the top of the details page, which improved conversion rates by 8 percentage points [8] Group 4: Balancing Brand Value and Traffic Conversion - Over-promotion can harm brand tone. A luxury bag brand adopted a "limited edition + storytelling marketing" strategy, launching designer collaboration products quarterly, which sold out quickly despite being priced 30% higher than regular items. Regular "trade-in" activities maintained a customer contribution rate of 65% [9] Group 5: Risk Management and Sustainable Operations - Quick responses to platform rule changes are essential. A home improvement brand improved logistics from 72 hours to 48 hours and introduced AR installation guidance, raising its DSR score from 4.7 to 4.9 within two weeks and increasing free traffic by 32% [10] - A competitive monitoring system allowed the brand to launch a "material upgrade version" in response to a competitor's negative reviews, successfully capturing 18% of their traffic [10] Group 6: Future Outlook - The essence of Tmall store operation is a three-dimensional model of "data-driven positioning × precise reach × experience enhancement." Brands must build an operation system centered on the consumer journey, continuously testing and optimizing to find the best balance between traffic acquisition and brand retention [12]