Trading-related operations require "kidney work", which is a technical job

Operations related to transactions need to be done with kidneys

The ultimate goal of operations is to build a relationship between users and products. Usually this work revolves around two points. The first point is to build an emotional connection with users, and the second point is to find ways to turn the money in users' pockets into money in your own pocket.

The first point, commonly known as "selling feelings", requires heart; the second point, commonly known as "making money from you", requires blood.

All operational work requires either heart or nerve. If you don’t do both, something bad will happen—the product will die sooner or later.

In the operation of the products we come into contact with on a daily basis, both physical and mental aspects exist and are equally important.

Take online games , for example, Onmyoji is very popular and profitable. Analysts say that the reason why it is popular is because:

1. Beautiful picture
2. NetEase Big Brand
3. Very Liver

These three points are actually all related to being sincere.

1. Beautiful graphics are a test of appearance. A game always has its audience, but it is undeniable that in many cases, the first impression is actually very important.

"Contra" is a classic, but if you were asked to get a Famicom and insert a cartridge to play "Contra" on a 42-inch or even 55-inch TV today, many people would not do it, because no matter how fun the operation is, the graphics of this game are already outdated.

2. NetEase’s signature product is actually about solving the trust problem.

Why did jokes like "Anything produced by Blizzard must be high-quality" circulate in the past, and why did people think of C&C when they mentioned WestWood a long time ago?

Something like a brand requires a long period of accumulation, and the accumulated feelings are valuable.

3. The so-called hard work means spending time.

Regarding this matter, I actually want to say that it fully proves that operation = dating. When a product, regardless of whether it is beautiful or ugly, fully occupies your time, how do you have the time to meet other boys, oh no, play other games?

However, just being sincere is not enough.

The Hammer has been in the spotlight for a long time, but its configuration is not good enough. So they also reformed.

The key to the survival of the game is to attract people.

So you see, even if you give 648 and still can’t draw SSR, it doesn’t stop people from paying for SSR.

It's not just games or e-commerce . As long as it involves transactions, it is inevitable that you will need to use your kidneys. There are actually tools for this, so let's talk about it.

Direct sales, discounts, coupons and discounts

These four are the most common e-commerce tools. Let’s talk about them one by one.

Direct reduction is the simplest tool. As the name suggests, it allows the price of a product to be directly reduced. For example, a product worth 199 yuan can be directly reduced to 9 yuan.

This is a very interesting tool. The discount policy is usually aimed at users who have a shopping cart, allowing them to accumulate a higher amount of consumption and then pass on the discount. For example, 50 off for purchases over 100.

(There is also a "get a free gift" corresponding to the full discount. For example, if you spend 100, you get 100 free. Although the last 100 is usually a coupon, it is still a way to make money.)

Discount is somewhat similar to direct price reduction, but also different. For example, we just said that the price of a 199 yuan product is directly changed to 9 yuan, and you cannot express it with a discount. A discount is a discount on the original price of the product, from 1 to 9, you can choose any amount you want.

Coupons are the most versatile tool. For example, there are coupons that are given directly and coupons that need to be collected. The denomination of coupons can be organized at will. For example, any product can be purchased for 1 yuan, which is acceptable; for example, a 10% discount coupon for a certain category of goods is also acceptable; and a coupon for 10 yuan off for purchases over 100 yuan is also acceptable.

If we want to use a tool today, we will consider its scope of effectiveness.

Direct price reduction is most commonly used when there is an urgent need to clear inventory, because the essence is that merchants will only choose to reduce prices to clear inventory when they are under great inventory pressure. Inventory pressure will bring about cash flow problems, so giving as much as required becomes the most powerful means to directly facilitate transactions.

Discounts and free gifts for purchases over a certain amount usually appear when there are multiple items, or even when there are average order indicators, to increase customers' spending limits.

Discounts usually occur when seasons change or when new products are put on the shelves, old products are directly discounted. Discounts usually only appear on brands with high brand premiums. For example, Brother Liang quickly bought an iPhone 6S Plus when the iPhone 7 was launched.

Coupons.

The scenario of coupons is very, very complicated. In fact, coupons cannot be considered as a tool, it is actually a type of tool.

Vouchers are ultimately to be consumed, but there are various settings for obtaining vouchers, corresponding to various purposes.

In the early days, users did not need to pay any cost to obtain coupons, but as time went on, more and more coupons required users to pay a cost.

• Grab the coupons – time cost
• Get coupons for purchases above a certain price - monetary cost

Even to figure out the scope and method of use of the coupons will cost a lot of energy.

During this Double 11, many people complained about the complicated coupon rules, and this is actually the reason.

However, to be honest, I don’t think there should be no threshold for coupons, but I also don’t support complicated rules for coupons, which is a manifestation of price discrimination.

Limited time, limited quantity, limited...

The above is about tools, and this is about scenarios.

You must have seen many ways of playing such as "limited time flash sales" and "500 off for the first 1,000", but have you ever thought about why there are various "restrictions"?

To consider this question, we actually want to clarify another question.

What exactly determines the price?

In the past, horse racing teachers always said that value determines price, and prices always fluctuate around value, but in fact, it is supply and demand that determines price.

This is the reason why houses built in third- and fourth-tier cities are never as expensive as those in first-tier cities.

And restrictions create a kind of "scarcity".

Here is a story that happened 12 years ago:

In 2003, unemployed Qiu Chengwei met his online friend Zhu while playing games in an Internet cafe, and the two had always had a good relationship.

In the early morning of a certain day in early 2004, Qiu was playing the online game "Legend" with another netizen named Li in an Internet cafe. Qiu won a virtual "Dragon Slaying Sword" by killing a BOSS monster in the game. According to the unwritten rules, this "sword" belonged to Qiu and Li.

Since the "Dragon Slaying Sword" is a top-level equipment in the game and is very rare, being able to make this "sword" not only proves a high level of gaming skills, but can also be sold to make money. At that time, someone wanted to buy it, but after discussing it, Qiu and Li decided to keep it for themselves.

The next day, after Zhu learned about this, he asked Qiu and Li to borrow the "Dragon Slaying Sword". Because Zhu's character in the game was more suitable for using this "sword", Qiu and Li lent the "sword" to Zhu. But less than a month later, Qiu discovered that Zhu had sold the "knife" to someone else for more than 7,000 yuan without his permission. After that, Qiu repeatedly asked Zhu for the money he earned from selling the "knife", but Zhu never paid.

At about 1 p.m. on October 10, 2004, Qiu Chengwei brought a dagger to Zhu's home on Qipu Road in Shanghai. After failing to collect money from Zhu again, he pulled out the dagger and stabbed Zhu. After stabbing Zhu in the left chest, he fled the scene. Zhu died on the spot due to massive blood loss caused by damage to his heart and left lung. At around 3 p.m. on the day of the incident, Qiu Chengwei surrendered to the public security authorities.

The quote above is a true story.

When top-level equipment is so rare on a server, owning it becomes the gaming goal for all players.

When the SSR in "Onmyoji" cannot be obtained even if you spend money, owning an SSR has become the goal of many people (by the way, Brother Liang is the African chief, he just can't get an SSR, 233).

I wonder if you still remember the Alipay Five Blessings promotion last year.

There is one detail. Alipay has been showing how many people have collected all five blessings on the blessing collection page:

Why?

Just to tell you:

Come on, there are not many people who have collected all the treasures now. If you collect all the treasures and share the 200 million equally, that would be really awesome.

Someone said, I didn’t notice this at all. Well, congratulations, you are just like Brother Liang and don’t care about this little red envelope money.

But you have to believe that every design has its reason, and the reason for the restriction is to create scarcity, so that some people will be very diligent and focused on obtaining this scarcity.

As long as this goal is achieved, it is enough.

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

This article was compiled and published by @张亮 ( Qinggua Media ). Please indicate the author information and source when reprinting!