Core Insights - The "Tmall Blue Star Program" has launched a new incentive policy to support high-quality new merchants, aiming to accelerate their growth in Q3 and build core competitiveness for Q4 [1] Group 1: Top New Merchant Plan - The "Top New Merchant Plan" targets three types of merchants: overseas well-known brands, domestic well-known brands, and leading e-commerce merchants [2] - Merchants can apply for "Top New Merchant" certification after joining, with a six-month assessment period, and can receive up to 2.5 million yuan in cash incentives based on sales performance [2] - Participation in this plan allows merchants to clarify their business goals and achieve a scientific growth rhythm, significantly reducing operational costs and promoting a positive growth cycle [2] Group 2: New Merchant Cold Start - The "Million New Merchant Ranking Competition" and various inclusive benefits are key tools for new stores to overcome the cold start phase [3] - New merchants participating for the first time in the competition receive a 1,000 yuan marketing management service incentive, which helps improve product conversion efficiency through intelligent traffic allocation [3] - After one month, top-performing new merchants can earn additional rewards, with the top 10 receiving 20,000 yuan and those ranked 11-100 receiving 10,000 yuan, valid for three months [3] - New merchants also receive a "Cold Start Gift Package" with over 20 entry rights, including exclusive growth services and basic traffic support, to help achieve sales over 200,000 yuan [3] Group 3: Advancement Breakthrough - After overcoming the cold start phase, new stores can focus on creating a "hot-selling product" to drive growth [4] - The program offers three traffic strategies: Taoke Speed Sales Treasure, New Enjoyment Cash, and Flash Sale Subsidy, catering to merchants with varying operational experience [4] - The Taoke Speed Sales Treasure provides a dedicated channel for new merchants to attract traffic through high commission rates, incentivizing affiliates to promote their products [4] - New Enjoyment Cash acts as a conversion accelerator by offering exclusive red envelopes to new customers, enhancing conversion rates for brands with some recognition [5][6] - The Flash Sale Subsidy provides price and promotional support for products in the flash sale channel, encouraging brands to boost sales quickly [6] Group 4: Q4 Performance Outlook - New merchants who have prepared comprehensively in terms of traffic, sales, and customer assets are more likely to excel in Q4 [7] - Despite facing competition from established merchants during the Double 11 shopping festival, the "Tmall Blue Star Program" is helping small and medium-sized businesses carve out a path for success [7] - Data indicates that in the 2024 Double 11 cycle, new merchants showed rapid performance growth, with five brands achieving over 100 million yuan in sales shortly after joining Tmall [7]