Brief Analysis of Product Operation

01. Products

Products play a vital role in operations and are also the most basic part of operations. Let us first understand what products are. There are many definitions of products on the Internet. We generally divide products into two types:

One is tangible, visible and tangible, such as clothes, food, etc. The other is intangible, which can be services or virtual, such as 020 services realized through e-commerce, PC operating systems, APP applications, website shopping malls, etc.

The birth of a new product is not aimless, but the result of careful planning and deliberation. However, many factors will be considered. For example, if we want to open a physical supermarket, in a broad sense, a supermarket provides services, which is a product for consumers. But in a narrow sense, we are operating products, which bring together a wide range of types and brands of products. So next, we have to think about a few issues.

1. Number of peers around

When conducting a competitor survey, of course we don’t just want to know the quantity, but also want to understand the operating hours, main products, product prices, purchasing channels, number of users and other information. The purpose of doing this work is to estimate whether we still have market development space for opening a supermarket, how big the space is, and whether it is worth taking the next step?

2. Site selection

Choosing an address is very important for some physical stores. A good location can bring convenience to consumers and will also benefit your supermarket's revenue. We can think about it the other way around. If an individual wants to open a store online, should he build his own website and platform or go through a third-party platform? If we go through a third-party platform, should we choose Taobao or Weidian? At the same time, we need to consider some costs. Are they within our acceptable range? If not, what should we do?

3. Acquisition Cost

At this time, you should have a clear positioning: what kind of products should your supermarket sell to meet the needs of the surrounding consumers? What are your advantages compared to your peers? Can your products attract more consumers? At the same time, you need to position them through information from your peers or the market. How much room is there between the purchase cost price and the selling price? This also requires a multi-faceted investigation, and it would be best if you could obtain information about your competitors in this regard during this period of time.

4. New user acquisition and retention

A good product is itself a good advertisement. In other words, a good product can form a good reputation, and consumers will become word-of-mouth communicators of your product. Of course, this is thinking from the product perspective. Offline publicity is also needed, such as promotional activities, member-only events, etc., to a certain extent, we can achieve the desired effect.

5. Improve services and enhance user experience

Improve services through user feedback and suggestions, so that consumers can actually participate in improving the supermarket experience in addition to consumption, enhance their sense of participation, continuously collect their feedback, and finally make corresponding optimization execution.

In the era of mobile Internet, no matter what kind of product you operate, you need to consider the market, cost, user demand, product selection, positioning, experience and other aspects. The more thoughtful you think and the more time you spend on management, the easier it will be for you to succeed!

02. Connect

Products, product producers, users and other operators are connected together, and the daily work of product operators is mainly centered around products, producers and users.

03. Value

In my opinion, product operations can actually be divided into content construction, marketing promotion, event planning, user retention, data analysis, rule maintenance, etc., but their proportions in different stages of product development are different, and the emphasis is also different for different product types and different user groups.

For example, during the launch and promotion phase of a new product, content construction and marketing are the key points.

As a product enters a stable development stage, the proportion of user retention and rule maintenance will gradually increase.

User maintenance is a major task for BBS.

For resource download products, we should pay more attention to the construction of content and the maintenance of rules.

Community products targeting students have different operational focuses.

Q: Content construction?

A: What kind of products are suitable and what are not suitable? We need to reach a consensus and formulate corresponding standards during the product planning stage.

Q: Content initialization?

A: A product without content is just an empty shell. It needs to be filled with a batch of content that meets the standards through technical or manual means as the basis for a cold start.

Typical examples: to establish a forum, it is necessary to divide the content into sections and subdivide the themes; to open a new version of the forum, it is necessary to fill in some posts related to the section theme in advance; to open a resource sharing site, a batch of seed resources must also be prepared in advance. The richer the initialization content and the more vivid the presentation, the more attractive it will be to new users. It is not enough to simply pile up some dry instruction documents.

Q: Content review?

A: With the content and more users, junk ads will also come. Use multiple means to stop it in time and ensure the user experience.

Q: What content do you recommend?

A: Grasp the content standards, discover high-quality content and active users in a timely manner, and optimize the brand of original material content to facilitate dissemination and recommendation.

Q: Develop commercial value?

A: Match appropriate advertisements according to product form and content, plan business projects according to product features and user groups. The content carried by the product itself has potential business value, such as paid resource downloads, online paid consultations, publishing of essential content, etc. The implementation of various business projects is ultimately reflected in the form of various product content.

Remember the last twelve words: goal-oriented, efficiency first, and user first.

Author: Spider

Source: Spider