This article is the experience sharing of a professional with 3 years of experience in Hema APP operation, covering their insights and strategies in the field of e-commerce operation, guided reading, hoping to inspire and help you in e-commerce operation.
In "What have I gained in the three years of Hema?", I realized that the biggest difference between operations is the difference in the way of thinking, and I also repeatedly said that one of the most important things in my perception is that the importance of Output is much greater than that of Input.
So this time, I want to output my thinking and experience from three aspects, purely personal content~ It can be regarded as a summary of my 9-year platform operation career. I hope that in a few years, when I look back at myself, I will have new insights. They are:
1. The gap between operation and operation - boss thinking, user perspective, altruism
Baidu entry is like this: boss thinking refers to a unique and global thinking mode of business operators or leaders when managing the company, making business strategies and dealing with daily affairs.
"A unique and global mode of thinking", I can only evaluate this explanation: saying it is equivalent to not saying it. And my understanding of this is, as an operation, do you always maintain a sense of crisis? More specifically, you can ask yourself after a while, if I were the owner of this company, would I hire the same employees as you are at the current salary?
If you are the boss, will you accept the plan you put forward this time? Will you accept the input-output ratio of a certain expense? Will you support your collaboration with the horizontal department this time? Habitually empathize with the boss, if you can face these problems without humility or arrogance, then I believe that you must be a confident operation, and the state of self-confidence, I see 90% of the people in the workplace do not have, this is one of the gaps.
From the perspective of users, if society is a big dye vat, it is not an exaggeration to describe the corresponding workplace environment of large and small companies as a melting pot. It's not uncommon to shout the first thing but not do the things in the hands of the user, right? Materialism, fear of difficulties, and personal interests are all stumbling blocks from the user's perspective.
First of all, the user's perspective is a good starting point, but it is also not advisable to start blindly. The goal is very important, and it is necessary to first understand the positioning of the platform user group, clarify the portrait of the target customer, and then gain insight into their real needs.
Imagine when you have a clear user portrait and goal, with extremely accurate real user feedback to put forward requirements, what can be harder than your waist? Yes, that is the source of our courage, this is the second difference.
Finally, let's talk about altruism, in fact, talking about altruism in the workplace is a bit like telling a fantasy story. In essence, this is anti-human, in line with the role of beating workers, everyone is thankful that they don't lie flat now, isn't it the possession of the Virgin Mary to talk about altruism?
Indeed, if you want to give your bowl of food to others, you have to grin and protect the food if you are a dog; no one owes anyone, so I strongly disapprove of unilateral giving! The altruism I understand is that it is possible to form a stable cooperative relationship, and through the exchange of resources, each person can take what he needs, and at the same time he needs to benefit himself! However, we add a premise, that is, when shaking hands, we first stretch out our hands, exchange courtesies, and operate for a long time, which is exactly the same as the principle of doing business. Actively seeking opportunities is the third gap.
To sum up, self-confidence from the inside out, courage to be reasonable, and initiative to think clearly are the gaps between operations that I have observed so far. Of course, the above is just a summary based on my own observations, on the other hand, there are only a handful of times in my career over the years that I can do the above behaviors. However, I believe that it should not be wrong to set these abilities as the goal of your own growth.
2. How to cultivate your own output ability - the importance of independent thinking
The antonym of independent thinking is that everyone has the experience of being a sycophant in the work group, it's roughly like the leader says a business point, and then there will be a leader who immediately follows below: [Strongly agree, resolutely support!] It won't take 3 minutes, and everyone will start to pick up the long queue in the back.
This example is actually a bit inappropriate, but the point I want to say is that we are in the back a lot of the time, not entirely for sycophancy, but too lazy to think: everyone follows, I'll accompany one, it doesn't matter if you watch the content or not.
Yes, the nemesis of independent thinking is laziness, and laziness in thinking is more terrible than laziness in acting. If you learn without thinking, you will be reckless, and if you think without learning, you will die. On the other hand, if you get used to thinking independently, the output will come naturally.
To develop the habit of independent thinking, I summarize that I often ask myself two questions when encountering problems: why do I do this? Lock in the motivation of the behavior and clarify the goal; Why do I do it? Lock in specific resources and clarify the feasibility;
What should we do if we keep asking ourselves questions and have no answers? That is, our own ability is not enough! If we refuse to ask in vain, we can start from the following aspects:
- Accumulation of professional knowledge: Solidly grasp the basic knowledge system of Internet operation, build a mature operation framework cognition, including but not limited to the theory and practice of user operation, commodity operation, marketing, new media operation and other fields, understand and pay attention to industry trends, and learn and master new operation concepts and technologies in a timely manner.
- Data analysis ability: Improve your data analysis ability through practice, just do Excel to be proficient, learn to use data to guide operational strategies, form data-driven operational thinking, find problems from data, verify hypotheses, and optimize solutions.
- Copywriting & Editing: Whether you're planning an event, writing a tweet, or creating marketing materials, you'll need good writing skills. You can read more excellent copywriting cases, keep practicing writing, and improve your information refining ability and creative expression skills.
- Communication skills: Operations often need to communicate and collaborate with internal teams (such as products, design, technology, etc.) and external partners (such as media, suppliers, etc.) to clearly and accurately communicate intentions, understand and absorb the opinions of all parties, and integrate resources to promote project success.
- Continuous learning and reflection: regularly review your work results, review and summarize successful cases, conduct in-depth reflection on failed attempts, and then leave traces, no restriction on form!
The last point is very critical,You can open a subscription account of your own,You can also record it in the circle of friends,You can also Xiaohongshu,Here is why you want to record it on the public platform,It's very simple,In the future, Xiaomi's smart home is all connected,You said that we don't have to go through the door as an operator,All for better growth!
3. Personal experience package - project bottleneck breakthrough methodology and daily operation tools combing
The project system is a form of work that everyone will encounter sooner or later in their work, and it has many advantages in itself, but for individuals, it is more about the improvement of organizational collaboration and the ability to get results quickly. However, there will be different degrees of bottlenecks from the formulation of the plan, the implementation of the plan, the process management, and the review of the results. I'll talk directly about the solution that I have personally organized:
- Identify bottlenecks: First, you need to have a clear understanding and definition of the bottlenecks you are currently experiencing, which may involve slowing user growth, reduced user activity, declining conversion rates, and insufficient retention rates. Collect and analyze relevant data to identify specific problem areas.
- In-depth analysis of the reasons: Through data analysis, user research, competitive product analysis, etc., we can gain an in-depth understanding of the reasons behind the problem, such as whether the product function meets the needs of users, whether there are pain points in the user experience, whether the market environment has changed, and whether the effect of the promotion channel has weakened.
- Set goals and strategies: Based on the results of problem diagnosis, re-set targeted goals and formulate corresponding breakthrough strategies. For example, if you are experiencing a bottleneck in user growth, you can consider adjusting your customer acquisition strategy to find new traffic entrances, or if you are experiencing low user activity, you need to optimize product features to improve user stickiness or plan more attractive campaigns.
- Implement improvement measures: Implement specific improvement measures based on the developed strategy. For example, optimize product functions, improve UI/UX design, carry out user recall activities, expand new promotion channels, adjust pricing strategies, and strengthen community operations.
- Monitoring and feedback: After the implementation of improvement measures, monitor the changes of various key indicators in real time, verify the effectiveness of the measures through A/B testing and other methods, and make rapid adjustments and optimizations based on the feedback results.
- Continuous iterative optimization: Breaking through bottlenecks is not an overnight process, and requires consistent iteration and optimization. Even if the short-term measures are effective, we should focus on long-term development, continue to optimize products and services, adapt to market changes, and create more growth points.
Teamwork and cross-departmental communication are also important throughout the process to ensure that internal and external resources can be mobilized to form synergies in the process of solving bottlenecks.
In the above work content, it will involve the use of different forms of operation tools, here, I have also sorted out and collected the practical and commonly used tools for platform operation to share with you.
Data analysis and statistical tools
- The most practical thing is Excel~!YYDS!
- Baidu Statistics: Website traffic statistics for the domestic market
- Flurry/Firebase: Mobile app analytics
- BDP Personal: Reports and Data Visualization
- Tableau: Business intelligence and data visualization tools
User acquisition and management tools
- This kind of tools that are generally self-operated in the station, such as PUSH of the APP, internal messages and SMS of cooperation channels, and the common external ones are as follows:
- SEM/SEO工具：百度推广、Google AdWords、SEMrush、Ahrefs
- Social advertising platform: Tencent social advertising such as Moments, Channels, Weibo advertising, etc
- User behavior tracking tools: Hotjar, Mouseflow
- EDM email marketing tools: Mailchimp, Sendinblue, Tencent Qidian, etc
Content creation and editing tools
- WeChat editor: such as Xiumi, 135 editor, i typesetting, etc., used for the beautification of WeChat public account articles
- Online document collaboration: Yuque, DingTalk, Graphite Docs, Tencent Docs
- Content management systems (CMS): WordPress, Wix, Shopify, etc
- Image editing and design tools: The Meitu App and Maker Posts are the Dummies, followed by Canva, Photoshop, Figma, and Sketch
- GIF动图制作:Soogif
- Video editing tools: Adobe Premiere, Final Cut Pro, Jianying, etc
Social media management tools
- Hootsuite: Unified management and publishing of social media accounts
- Weibo, WeChat enterprise account background management platform
- E-Show, MAKA, Maker Sticker: H5 page production
- Mini Program development tools: WeChat developer tools, Alipay Mini Program developer tools, etc
Project management and collaboration tools
- Trello、Asana、Jira:任务分配与进度跟踪
- Slack, DingTalk, WeCom: Instant messaging and team collaboration
- Zoom and Tencent Meeting: Online meetings and remote collaboration
- Git、gitub、Gitlab:代码版本控制与协作
User research and survey tools
- Tencent Questionnaire and SurveyMonkey: Create online questionnaires to conduct user research
- User interview and feedback platforms: Usertesting, UserVoice
SEO Optimization & Keyword Research Tools
- Ahrefs, Moz, 5118: Keyword Ranking & Backlink Analysis
- SEO助手插件：如Keywords Everywhere、SEOquake等
Event planning and landing page production
- Event registration and ticketing system: event line, Meetup, etc
- Page building tools: Unbounce, Leadpages, Tars.io, etc., for making high-converting landing pages
QR code generation with short chain tool
- Forage QR code, Liantu QR code: Generate a QR code
- Sina Short Chain, Bitly: Generate short links for easy sharing and click statistics
In the actual operation process, the selection of tools should be comprehensively considered based on business needs, budget, and teamwork habits.
In fact, the emergence of problems is not terrible, as long as the thinking does not slip, there are always more ways than difficulties! Here we must also borrow a sentence from Journey to the West, dare to ask where the road is? The road is at your feet!
This article was originally published by @阿汤 on Everyone is a Product Manager. Reproduction without permission is prohibited.
Image from Unsplash, based on the CC0 license
The views in this article only represent the author's own, everyone is a product manager, and the platform only provides information storage space services.