What is the difference between To B operations and To C operations?

From a purely conceptual point of view, the difference between To B and To C mainly comes from the rise of e-commerce . With the rapid development of the Internet, To C has become the core focus that major Internet giants are competing to solve. However, in recent years, with the impact of the Internet on traditional industries and the development of the enterprise market, To B operations have become increasingly a key issue to be solved.

Although the author works in the construction industry where the Internet penetration is low, he has deeply felt the new issues that the Internet transformation has brought to product and operation personnel that need to be considered. However, as the person in charge of operations of the core product line, I need to assume the responsibility of exploring the company's frontiers. At the same time, I also need to constantly communicate and exchange ideas with friends who are at the top of the Internet operations, and form an operating model and system that conforms to the characteristics of this industry and products. Understand the difference between To B operations and To C operations, and more importantly, the intrinsic connection between the two.

Let's throw a basic logic diagram first, and everyone should think about it first:

We call it the "double funnel", that is, To B and To C operations are composed of two funnels from the target market to the revenue path . In fact, it is also applicable to most To C products. Take Didi Chuxing as an example. The operations targeting ordinary individual users are actually aimed at the C-end, whether it is activity subsidies, content diversion and so on. However, Didi Chuxing actually also has enterprise-level customers. As a platform-based product, it also needs to maintain the driver side, taxi companies, etc.

So what is the difference between To B and To C?

I think:

To B operations are more responsible for matters such as marketing, sales, and public services.

To C operations are more responsible for matters such as R&D, marketing , and experience.

Therefore, I personally think that To B and To C only differ in responsibilities and emphasis, but in fact, it still requires the optimal connection between products and users to reflect the value of the enterprise or individual.

So what is the core operating model?

I think we need to focus on two basic objects, one is the product and the other is the user. In fact, what operations need to do is to focus on maximizing product value and maximizing user value. Of course, data support is indispensable. The relationship diagram is as follows:

So how should we design the operation of each link? I will do this in three areas: product operation , user operation and data-driven operation . Each line actually contains a specific operation direction and is intrinsically linked. Another question we need to consider is which link to start from? I believe that operations work should run through the entire product life cycle, involving all aspects from R&D to marketing to sales to service.

Product operation mainly serves to improve, optimize and develop new functions for products, with more emphasis on involving users in the R&D process, fully reflecting Internet thinking, continuously iterating and improving products, and to a certain extent exposing product problems as early as possible to drive improvements in the R&D model.

In a broad sense , I put activities, content, self-media and other operations into this dimension. Everything is aimed at establishing the optimal connection between products and users.

Data-driven operations . In fact, most mature companies have their own big data teams or platforms, but few have two BI systems. I think if there are enough resources, we can establish two data platforms to support product operations and user operations respectively. The data platform that supports the product is mainly used to analyze product usage data and provide it to demand and R&D personnel for analysis; the data that supports user operations is the data monitoring platform we use most often, such as PV, UV, new additions, retention and other indicators. This data is more for product managers , operations personnel, and marketing personnel to use to assist in formulating subsequent product, market and operations strategies.

Basically, if these lines can be picked up, they basically cover all the things that operations need to do, but in fact each point can be studied and practiced for a long time. Operational work is about constantly accumulating experience and continuous iteration. Just like what someone said, there are only masters in the operations world, but no great gods. We all hope to gradually approach that state. The road is still long, so we must take every step steadily.

This time I will mainly discuss with you the operational framework of the To B industry, how to do each specific operational work, and how it differs from To C operations. I will share it with you next time when I have time.

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