It is true that searching for the same model can increase the sales of high-quality products, but it also illustrates the problem of product homogeneity from the side. This brings us to a thought: How

It is true that searching for the same model can increase the sales of high-quality products, but it also illustrates the problem of product homogeneity from the side. This brings us to a thought: How to get customers better when everyone’s products are the same? I think innovative products and services should be a path that can generate sustained growth. But how to innovate involves having a very clear understanding of your customer needs, so that you can have refined operational ideas. 4. Segmentation of user needs. Nowadays, customer groups are constantly segmented, resulting in many circle cultures, such as many DINKs, singles, two-dimensional people, Generation Z, etc. Users in different circles have different needs. Moreover, users in the same circle have different depth and breadth of needs. Only by digging and segmenting can we better understand customers. 5. Mature technical resources The vigorous development of technical personnel, technical capabilities, and technical means, especially the maturity of big data, cloud computing, AI and other technologies, gives companies a foundation to tap customer needs and conduct targeted operations. The emphasis on data has also become a common understanding among enterprises in the digital era. It’s unclear whether the DTC model, Civic traffic, interaction, grass planting, etc. have promoted the process of refinement, or whether the demand for refinement has derived them. No matter what, the time is ripe for refined operations! 3. Refined operations, how to refine them? Refined operations have their own ideas, and different industries and operating models have their own methods. For now, user operations are an effective methodology. Of course, refined operations definitely go beyond user operations. The following figure shows commonly used operational ideas and common processes for refined operations. From this picture, we can dissect many points. The most intuitive user grouping requires user refinement; in addition, process refinement and scene refinement are also required. 1. User refinement of refined operations As mentioned above, the core of operations is users. The so-called "people-oriented", refined operations must be user-centered. The prerequisite for user refinement is to be familiar with users, which requires clearer user portraits and user stratification. 1) Let’s talk about user portraits first. The establishment of user portraits is the first step in getting familiar with users. The process of establishing user portraits is difficult and complicated, but exploring users is interesting and boring. There is a lot of knowledge about building user portraits on the market. You can find a lot of it just by searching. I will briefly talk about it here without going into details. You can understand user portraits as labeling user information, which is to artificially label customers with a formulated labeling system. I divide the tag system into three types: basic information tags, behavioral tags and customized tags. The basic information is relatively easy to understand. Just like age, gender, region, etc. Commonly used content is as follows. Different industries can add different content according to their own needs. Such as operating habits, equipment model, system type, commonly used IP, etc. Next is behavioral tags. Behavioral tags, as the name suggests, are tags generated by customer behavior. The picture below is for reference only. Different industries add their own labels for recharge, cash withdrawal, coupons, points, etc. Custom tags are tags generated based on certain behavioral characteristics, and can also be attributed to predicted tags in behavioral tags. In isolation, this type of label is quite special. The special point is that they represent a type of person. For example, the second dimension, basketball fans, equipment enthusiasts; and other examples include pet owners, homeowners, car owners, beauty and makeup, games, etc. Let’s briefly talk about tags, and then let’s talk about how to create tag libraries. It is simple yet complex. Generally speaking, based on user information statistics and behavioral analysis, combined with merging data types from different dimensions, assigning certain weights, and using certain calculation methods, user tag libraries and portraits can be generated and applied to operations. Let me explain separately here that the process of data cleaning is indispensable and helps to deliver business logic more accurately. Then there are other user behavior statistics, which can be added according to operational needs, such as financial behavior, commercial behavior, etc. The role of tags must be applied to operations, such as content operations, event operations, advertising or other optimizations. Operators can operate according to their own operational goals. Refer to the refined ideas and processes above to facilitate the use and management of tags, as well as the data center used by user tags in more refined operations, which will not be discussed in detail here.From these cases, we clearly know what scene refinement is. To sum up, it is to dig deep into user needs and solve some problems of some customer groups in the process of using the product. To be more refined, it is to understand the customers and get to know the specific needs they encounter when using the product that are difficult to meet. , if there is one, it will not only be the icing on the cake, but may also solve his core pain points. Generally speaking, these customer groups either have high value, are large in size, have a high effect on customer conversion or secondary conversion, or have a good improvement in user activity. They have the same attributes. It is relatively obvious, but it requires deep digging, being familiar with the users, and being able to listen to their voices. In terms of user activity, the polishing function of Xianyu APP can effectively solve the pain points of user activity. Of course, it doesn’t just solve this one pain point, nor does user activity only rely on this solution. Operation work is boring but imaginative. Although there are some fixed routines that you can play with, more imaginative plans and then verification may bring you more surprises.