Explain the three core goals of e-commerce operations!

　　Operation positions are necessary positions for enterprises, and operations should be very important within the enterprise. Operations are pioneers. If the operation path is wrong, the entire enterprise will go astray. Therefore, the requirements for recruiting operation personnel in general are relatively high. So what kind of operation personnel is considered a one-digit operation? First of all, you have to figure out the goal. Only with goals can you have direction.

　　1. Three core goals of operation :

　　Competition in the Internet and mobile Internet industries is becoming increasingly fierce. The differentiation of product functions is getting smaller and smaller, and the convergence is getting stronger and stronger. Therefore, differentiation of operations has become an important core competitiveness. But no matter which type of operation it is, the basic goal is to focus on these three aspects: attracting new products, retaining, and promoting vitality.

　　1. Recruiting new products:

　　Simply put, it is to pull new users (customers). There are actually a variety of ways and ways to bring new users. Some people regard activity operation as a type (the operation type will be introduced below), which is actually biased because planning and creating a disseminated topic and event, such as placing advertisements or engaging in activities on and off the site, or spreading through Weibo and WeChat Moments. But activity operation is one of the means, not for the sake of the activity. At the same time, the activity itself is a type of marketing, so it is most appropriate to belong to market operations. It is crucial to attract new products for every Internet or mobile Internet product. Only by entering fresh blood can you effectively make up for user loss.

　　2. Retention:

　　Internet and mobile Internet users (customers) in the 21st century are becoming less and less "loyal". In other words, the inertia of interest in the products they are using is getting lower and lower, and they are becoming more and more fond of fresher things, and the cost of giving up using and uninstalling mobile applications is getting lower and lower. The difficulty of "user retention" is also higher than that of "recruiting new". There are many ways to retain. Small trumpets and vests are the most commonly used methods. Well, all kinds of goddesses, male gods, dicks, cute girls, natural dazed, Shamatt... Anyway, Qiao needs to play all kinds of typical users, simulate various login behaviors, and then hook up with all kinds of real users; he also needs to prepare activities regularly and irregularly so that real users can play happily together, and he is willing to share with other partners. In this way, retention and new recruitment will be achieved.

　　At different stages of development, the operation goals and operating methods of products are different. Operations are more often thought out for a longer time, longer, and greater responsibilities than the product. Not only should we take into account the user experience, but we should also consider the corporate brand, and even do more operational work for corporate income.

　　3. Promote activity

　　Promoting user (customer) activity is complementary to retention and attracting new products. I want real users to log in more frequently and use the product happily. In addition to building user models, outlining classified user portraits, activating and recalling silent users through multiple means, improving user incentive mechanisms, so that users can grow and benefit during the access process. This is even more difficult. It not only requires unswerving and lasting combat effectiveness, but also requires various flexible ideas. When users do not use products, can they reach users through various channels or means, such as email notifications and EDM, Weibo and WeChat operations, cooperate with other products and services, and promote each other.

　　2. Functional types of operation positions

　　From a broad perspective, all manual interventions revolve around website products are called operations. There are five basic categories of operations, namely product operations, content operations, user operations, market operations, business operations, etc.

　　1. Product operation:

　　This position is often set up in the product department, but some are also placed in the operation department. If you have this position, it basically means that this company is currently product-oriented, but it also requires people to operate it. Interestingly, there is another position called "technical operation" in some super-large Internet or IT companies. If the company's products are technical products or services, then this position is crucial. There are also such positions in the big data department, which are usually undertaken by people with professional backgrounds and more willing to engage in operational work.

　　2. Content operation:

　　This kind of position usually appears in community, video, e-reading, news, education, tourism and other media, websites or mobile applications. For example, 55bss, Titanium Media, 36kr, Youku, iQiyi, Hujiang.com, Zhihu, Weibo, etc., you must rely on high-quality content to make a living. Of course, whether it is user originality, experience sharing contribution, or editor collection, secondary originality, or compilation and summary, the only magic weapon for content to win, and the iteration speed of product functions will be very slow. A company is generally equipped with only a handful of three or five product managers, and one or two may be enough. This content-oriented platform respects originality and copyright very much.

　　3. User operation:

　　User operation is better than small account operation. This position is often the early stage of product launch, because the first batch of users always need to enter. In order not to neglect these users, we will also cultivate the use habits of seed users. When user operations are done well, real users often cannot tell whether they are talking to themselves or not. Whether the funny ones are real people or small accounts. Through this process, operations can not only promote user activity and increase product user joy, but also prepare for the next product optimization by collecting user feedback.

　　Community operation is a relatively special type. In fact, it can include several typical types: content operation, user operation, and market operation. If community users are the target consumer groups, they can do activities, post content, create hot topics, and trigger heated discussions. Therefore, community operation must be more skilled!

　　4. Market operation:

　　As mentioned above, event operations are best classified in market operations, because the purpose of marketing itself is to promote sales, but to expand market share. For products using the Internet and mobile Internet, users are the most fundamental market and cannot attract more users. Then they can only wait for the market to be quickly eroded by other similar products.

　　Of course, bosses like operating projects that spend less or even less money, with the purpose of carrying out brand promotion, market exposure, discount promotion or user promotion, etc. Of course, it is more appropriate to put SEO and SEM under this category. People who do market operations must have a strong economic mind, know how to make money with small profits, and use low costs to achieve possible explosive growth. In addition, there are also local bosses who are willing to spend money, so indefinitely, there may be better results or less rewards in the loss. Usually, a wealthy company has great room for development and has something to do.

　　5. Business operations:

　　This is not very common in C-end products or platforms. But it is very important, because the Internet and mobile Internet products cannot always count on making money or operating through rounds of venture capital. The product is still going to the market and selling it out. This is the right business model. Whether it is B2B, B2C2B, or o2o, someone needs to promote and sell commercial products. That is, what we call BD manager, account manager and other roles. They are all talking about corporate customers. Even if it is just for selling advertisements, but an excellent Internet or mobile Internet product, with a large enough user plate and effective enough, you are not afraid of advertisers not coming to you. However, it is good to be able to think about your own business model before designing your product.

　　3. What is a good operation?

　　We always complain about operating personnel that BB products and technologies are not done well! But think about it a little differently, if they do well and are so good that they don’t need to operate at all, then what value does your existence have? 99.99% of products need to be operated, from Tencent and Alibaba to small entrepreneurial projects that are being incubated, they need to be operated carefully.

　　Therefore, for excellent operations, you may just be a small customer service or an editor with an official account, or a big head operation director, an operation VP or COO Shenma. You not only need cross-domain knowledge, but also need communication and coordination skills across functions and multiple business departments. More often, operations become an element that determines the life and death of a company or a product. Most of the well-run Internet companies are operated as a leverage point, and are even the driving force that can drive the transformation of the entire product form, business logic and business model.

　　Operations are closest to users, customers, and markets, so operational creation is full of possibilities. In contrast, the operators may know better than the boss how the company can operate normally and operate better. Of course, doing operations will make your workplace life more challenging and fun.

　　Good operations make users, customers, and bosses feel that this thing is operated and is integrated into products and higher than products. Good operations have a bottom line. Operations personnel must have the persistence of wearing water and stones, and must also have the agility to move as if they are moving.

　　There are many operational indicators, and the natural growth rate is rising steadily and positively, which is good operation. If the operation team is large enough, the functions will be clearly segmented, and junior operation personnel will only be responsible for one aspect or one operation method; if the operation team is small, one person will be used as three people, which will challenge the capabilities and qualities of the operation personnel.

　　In fact, most websites or mobile Internet products are basically configured in this way, so the ability of such operation personnel will be improved very quickly. Generally, they can become an operation manager in less than three years. If their management capabilities are also enhanced, their vision and domain knowledge will become wider and wider. It is easier to continue to be promoted or switch to related positions such as marketing managers, channel directors, commercial directors, customer service managers, etc.