From JD.com to Xiaomi, from B2B to B2C, my ten strategies for Internet operations

01

In everything we do, "putting it into practice" and "understanding the spirit" are both indispensable! In work and life, one must master the basic skills of "food, oil, salt, sauce, vinegar and tea", which are the shelter in work and life and the job to support the family. One must also understand the methodology and principle of making the empty real and the real empty. Just like Tai Chi Yin and Yang, all things in the universe, it is true that the great way is simple, combining hardness and flexibility, and controlling the real with the void!

From the 7-word formula for the Internet to business ecology, from the second half of the Internet to new retail, from fan participation to unicorn valuations... the emergence of each new methodology represents a more refined evolution of the Internet's speed and knowledge level, as well as the strategic view that in the subsequent disputes, it will be used as internal strength for in-depth cultivation, and will feed back to guide various business areas to further settle down and cultivate meticulously in practice!

In the previous article " Product Operation and Management under E-commerce Thinking", I mentioned the following passage:

Those who do not plan for the overall situation are not qualified to plan for a specific area! To run a business or operate a product well, first of all, you must understand its core logic and its essence. Ask more whys?

Before doing something, clarify the essence of the work, so that it will come naturally when it is implemented.

In the three articles of " E-commerce Operation 1/2/3", starting from the three dimensions of category operation, traffic distribution and marketing activities , they all discuss the basic skills of e-commerce operation, are pragmatic examples, and are all practical dry goods . Next, let’s talk a little more about the values ​​and thinking logic of Internet e-commerce operations.

02 Ten Operation Strategies

1. The essence of operation is "connection". The purpose of operation is to meet the rigid and general needs of users and complete the cycle and delivery of the value chain of the entire product end/platform end ↔ C-end user

Note: Regardless of whether it is operation in a broad or narrow sense, or the operation of hardware products or software products, the nature is the same, which is to help products be better delivered to users and to understand and meet user needs. Therefore, the role of operation is to connect users and business ends in the middle, and help the demand value stream complete a cycle.

2. As an operator, our daily core value is to continuously serve and meet the needs of C-end users! To describe it in an appropriate way, operations do not produce products, operations are just the porters of demand; through continuous practice, the connection between products and users is realized, and the connection between services and demand is realized.

Note: Operations can innovate demands, but they do not produce actual products. Therefore, in the enterprise process, the core value of every operations manager is to face users directly, constantly understand users, and think what users think. Through daily marketing , social communication, sales measurement, resource coordination, inventory management (hardware products), and other refined work, the ultimate goal is to achieve the transfer between products and user needs. For example: JD’s intelligent system will automatically push the goods to be replenished in advance and put into the warehouse in advance when the food you have purchased is about to run out, and remind users in advance whether to buy! Let users always have a loyal "contact" in their lives, and this connection is always there, anytime and anywhere!

3. The distribution logic of Internet traffic and offline retail traffic is similar, and the quality and efficiency of traffic are basically the same. The difference is that in online operations, traffic is divergent, while in offline operations, a closed loop of traffic can be formed. For example, IKEA can form a unique traffic-oriented tactical map through physical space segmentation.

Note: The essence of e-commerce is to return to the essence of retail! Therefore, the attributes of e-commerce traffic are similar to those of retail traffic, and the quality and efficiency of traffic are basically the same. Everyone likes to buy cheap and good goods, with small profits but quick turnover. High-end luxury goods also follow the path of high-end products. Expanding to the entire Internet ecosystem, users are willing to pay for good products and good services. So the logic of online and offline is similar, for example, IKEA’s example:

4. Operational tactics must be subject to operational strategies. Different priorities and weights will lead to different operational focuses.

Note: Strategy guides tactics, such as the three major battles during the War of Liberation, first liberating the Northeast, then central China and the Xuhuai region, and finally unifying China south of the Yangtze River. No matter what kind of tactics and strategies are used, they must be subject to the overall situation and must be centered on and guided by the overall strategic goals! For example, if the small goal is to earn 100 million, then after breaking it down, how much is in each stage, how much is every day, and how to settle it... Only through daily tactical decomposition can you finally achieve the goal!

5. The captain determines the direction of the ship. In other words, the top-level structure determines the operation of the base, and the platform positioning/product positioning defines the direction of operation.

Note: JD.com, Tmall , Xiaomi, and Yanxuan are destined to be the essential logic of e-commerce operations and will not become Internet product operations. Similarly, the operations of WeChat and Honor of Kings must have different operating tactics; therefore, the platform attributes determine the specific strategic direction, and the product strategy defines different operating tactics!

6. Products have their own life cycle. Similarly, operations also have their own life cycle, and the operation cycle is more frequent than the product cycle; but the operation logic is consistent with the product logic

Note: Products will always undergo periodic or irregular iterative updates. This is all part of the product’s own life cycle management. At the same time, each generation of products also has its own value satisfaction. Therefore, the operation work is to work hard, dig deep into user scenarios and needs, continuously operate each generation of products, and continuously adjust the strategy in each period. For example, from new product pre-sales, first launches , new products, early listing, normal period, long tail period... all represent different user attention and participation!

7. Operations are centered on C-end users, and satisfying user needs is the top priority; only by understanding more accurate user portraits can we determine clearer operation strategies.

Note: As mentioned earlier, users are facing the C-end to continuously meet user needs, so it is very necessary to understand the user's heart and insight into the user portrait, including region, age, hobbies, attention, user time, new and old users, income... etc. Only by clarifying the users with relevant attributes can we know who we are targeting and be able to target our efforts!

8. Innovation awareness: Operations should have the professional quality of "insecurity" (sense of crisis, adapting to the speed of the Internet is very important), and should learn to "walk and walk their own path"!

Annotation: Innovation is an eternal topic! Every operations manager should have a sense of crisis, a sense of crisis about the trend of the times, a sense of crisis about technological trends, and a response to the speed of the Internet... In fact, all of this is the first-hand grasp of innovative elements. In the Internet age, everything changes rapidly! Only in this way can you find a path that belongs to you!

9. Operations should have high-intensity execution and goal orientation, and be as quiet as a virgin and as agile as a rabbit

Note: Internet speed means extreme speed and iterative updates. If you don’t respond in time, you will lose a lot of first-hand resources and the first-time traffic acquisition opportunities...Execution, and high-intensity execution is required!

10. The basis of operation is data analysis . If the system can solve it intelligently, never use Excel spreadsheets.

Note: No matter what business operation, data is the foundation! Even if a blind man touches an elephant, it will only be temporary. Operation itself is a protracted battle, so pay attention to the data, pay attention to the data, and know how to pay attention to the data! Only changing data is valuable!

The author of this article @赵飞谭 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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