Product is 1, and operation is the countless zeros behind 1...

Product is 1, and operation is the countless zeros behind 1...
Where there is a world, there are rumors, and where there are rumors, there are controversies. In recent years, operations have emerged, the number of people engaged in the operations industry has gradually increased, and the operations world has gradually taken shape. The rise of every industry goes through a process from immaturity to maturity, and operations are no exception. Although operations have gradually formed a system, real norms have not yet been formed. 

 Especially now that operations and products are at the intersection, rumors about products and operations began to arise in the world. For example, which is more important, product or operation? What is the relationship between products and operations? And so on, some problems arise one after another. For newcomers who have just entered the operation industry, there are many cognitive barriers. As an operator, it is necessary to talk about this topic to explain the relationship between products and operations. 1. After entering the mobile Internet , products are highly homogenized. The era of winning by product quality alone is long gone. We all know that the Internet entered China in 1994. After more than 20 years of development, tremendous changes have taken place. Ten years ago, the main entry point for users to obtain information was portal websites. At that time, as long as you had some technical skills, built a website, and did some promotion, traffic would come naturally, and you could solve your survival and development problems by monetizing the traffic. That era was the world of webmasters. When APP was first emerging, making APP became a standard for startups , and entrepreneurship should be more accurately described as APP entrepreneurship. It is more convenient and quick for users to obtain information from APPs, so a large number of APPs began to appear, covering everything from food, clothing, housing and transportation. At that time, if you made an APP with a nice UI and could solve users' online and offline problems, you would basically have no problem surviving. If you add the support of capital and spend some money, becoming the No.1 user in a certain field and marrying a beautiful, rich and beautiful woman is definitely not a dream. However, as APPs become more and more prevalent and thousands of APPs may appear at the same time for the same demand, it becomes increasingly important for APP companies to survive rather than develop. Such as the "Hundred Regiments Offensive" a few years ago, the money-burning war in travel and car software, the live broadcast war, and the current shared bicycles. There is a rigid demand for everything, but there are too many products, and it is impossible to win by relying solely on products. 2. The product is great, but you still need an operational strategy to get users to use it and remember you APPs have been around for nearly 10 years, and there are many good ones among them, but these APPs all use a unique set of operating strategies to make users use them and remember them quickly. 1. When it comes to which product has the slowest growth in terms of product operations in recent years, I think it is Zhihu. Zhihu has been operating since 2010. In the early days, it was only an invitation-only system, and only industry bigwigs or experts in the field could be invited. It was not until March 2013 that Zhihu opened registration to the public. In less than a year after its development, the number of registered users quickly climbed from 400,000 to 4 million. This is Zhihu. We can calculate that the platform started operating in January 2010, and was not opened to the public for registration until March 2013. For a full three years, it was operated internally and tested, inviting celebrities to ask questions and answer them. This has made Zhihu the focus of public and media attention from the very beginning. What has Zhihu done in these three years? 
  • Start to establish a complete and standardized community mechanism;
  • foster a sense of community;
  • We have accumulated a large number of celebrities and experts in various fields;
  • At the same time, a batch of extremely high-quality questions and answers were compiled in the Q&A community.
 In the early stage of product operation, Zhihu adopted the method of sending "invitation codes" to invite a large number of celebrities including Kai-Fu Lee , Lei Jun , Zhang Liang, etc., to cultivate the first batch of seed users of Zhihu. This group of seed users can be said to be of extremely high quality. Since this group of seed users has their own fan aura and dissemination factors, these seed users can continue to bring new attention to Zhihu. 2. If we were to select the top ten products of 2016, I think Fenda would definitely be among them. Fenda is a knowledge and skill sharing platform on Guokr.com. In April this year, it became popular when a man named Wang Sicong made 238,000 yuan by answering 32 questions on the platform. We have to admit that Fenda's content model is still an innovative product model in China. As an old Chinese saying goes: Even good wine needs to be hidden if it is not well known. If the Fenda team did not rely on a good operation strategy, so many users would not have known about it and used it. Fenda has accumulated the earliest respondent for them through its strong BD capabilities and the accumulation of thousands of experts in the industry. Big stars such as Wang Sicong and Luo Zhenyu all have their own fans, and many industry celebrities have begun to promote their Fenda QR codes on Weibo, which has brought a lot of users to Fenda. When we were using Fenda, we knew that the question list was placed at the top of Fenda’s homepage. This was because in the early stages of the product, there were many new users, and one question and one answer was the basic form of the product. Questions and answers were displayed directly to new users so that they could quickly understand the product. The free listening that was offered later and pinned to the top allowed new users to experience the product with zero barriers. Fenda’s new media operation is a continuation of Zaixing, or in other words, it is a continuation of Guokr.com just like Zaixing. Fenda immediately opened its official Weibo and WeChat public account ( the WeChat public account was renamed from the original Zaixing service account to Fenda). On the one hand, the official Weibo account is used to interact with Weibo celebrities and share the wonderful content on Fenda, which can attract new users. On the other hand, the latest news of Fenda is announced on Weibo, which can provide users with the most convenient feedback channel , collect feedback on the product, and listen to the voice of users. Without these operational strategies, Fenda’s explosion would not have occurred, or would not have occurred so quickly. If the production of products like Zhihu and Fenda is a process from 0 to 1, then the rhythmic operation in the later stage is to present the product to users in a high-spirited posture, let users use it and fall in love with it, and success is the process of achieving growth from 1 to 100 or 1,000. 3. Products and operations cannot live without each other, just like fish cannot live without water The relationship between operations and products is inseparable; they are both closely connected and separate. Their relationship is one of love and hate, but also of mutual support. Just like fish cannot live without water, products cannot live without operations. If a product is produced and you think you are awesome, but you ignore the fact that there is no operation, then your product will not be very useful. Therefore, a product must be operated to be successful. The same goes for operations. If there are no products, the operations position will no longer exist. Even if there is a product, but it is not good, even if the operation is very good, it is still useless. It is like a joke on the Internet before, which says that even if the product is bad, as operators we must make users happy to accept it. Do you think that in this era of mobile Internet , with information symmetry, you have to get customers to buy a shitty product like this and ask them to give you good reviews? Do you think this is realistic? Therefore, a successful product requires close cooperation between product and operation; they are inseparable. And they are independent of each other. They have independent work and skills. They do not interfere with each other and are busy with their own things. Everyone has the potential to create value in the world. Products and operations need to be friendly and require more friction. In the end, I want to say: The product is 1, without the subsequent operation it will always be 1 Operation is the 0 at the end. Without the 1 at the beginning, it will always be 0.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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

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