Traditional Culture Encyclopedia - Photography major - How does JD.COM work?
How does JD.COM work?
How to operate?
There are mainly two parts, one is my operation management system, operation thinking, thinking, logic and direction.
Secondly, my market operation methodology includes the strategic operation idea of business/category, as well as refined operation.
At work, what I think about every day is: how to do a good job in B2C connection, how to implement the three major steps, how to implement the four major systems of operation, and finally achieve good work quality and efficiency. In the specific work, we also need to know the market environment of categories like the back of our hand every day, plan the operation of refined categories, and think about how to decide the operation direction among multiple categories.
1, My Operation Management System (334)
1) Three logics of operation management
As mentioned above, operation connects users through daily work, so in this process, I need to consider and solve three problems every day:
B-end operation
What value can I generate for users? What kind of demand satisfaction has been created? How can we produce content that better meets the inner needs of users? How can we guide users to have a clearer understanding of the requirements?
Constantly iterating products at work, constantly brainstorming, more in line with the valuable content of social communication, and constantly innovating page design ... such as our first tripod listed. In view of the content planning and design of the product details page, I constantly improved the design draft of the product details page, including 15 times before and after the copy, and took photos for 5 hours. In order to optimize the number of GIF pictures on the product details page, I asked my colleagues from different departments of R&D to do data identification to check whether it affected the opening speed of the user page, and then the information I provided to the design was finally confirmed by comparing nearly 20 key product pages with leading sales. After the product went online, the effect was very good. The first 150 comments 100% were well received, and the page conversion rate was the highest among all products of dostyle image. As a new product, it only took 20 days to rush to the fourth place in all categories.
End-User
Who is the user? Who are our users and what are their portraits? Age, gender, region, social status, wealth, hobbies? More accurate user data means clearer user needs. Through this, operation can reverse the iteration and innovation of products, that is, whoever catches the users will have the ability to catch the traffic, master the business model, and rely on users to establish princes. It is also what our department leaders often ask us: Do we know our users?
The most important thing in my routine every morning is to know the order of the day; Another example is price-sensitive categories such as network products. For new products, I will set different prices and promotion methods every three days, constantly deduce the price sensitivity of users, test the highest ROI of different platforms and different time periods, etc ... and constantly fine-tune the operation, all in order to understand our users. There are many very effective methods. ...
B2C connection
That is, communication and contact with users. The demand satisfaction from B-end to C-end lies in the spread and flow of value, which flows from me to users, so through what channels can we contact? How to reach my accurate users more effectively?
20 15 leaders put forward the strategy of "going out", emphasizing the need to strengthen cooperation and communication with various business departments and obtain more and more effective channels for going out. In fact, it is also to make our value appear in front of more, wider and more accurate users. The fragrance of wine is also afraid of the deep alley, so that users can see that there are channels to convey the value of my products, which is the first step to obtain transformation. In the first half of the year, through a series of hard communication, I got the cooperation of my brother departments. Finally, the effective promotion of full gifts promoted the performance of network products to increase by 200%, and the PV of SKU manufacturer's details page increased greatly, from 2K to1-20,000 per day, driven by PC and mobile.
It is said that in the era of mobile internet, fragmentation reduces the community effect of users, so we constantly build channels to enable our information flow to complete the value transfer and flow within effective expectations, and finally reach users.
Three latitudes, just like driving a carriage, are indispensable!
2) Three modules of operation management
Content operation: boutique content +UGC dual drive
The content operation of e-commerce is destined to be a content operation mode with B-side as the leading factor and UGC content of C-side users as dual-core and dual-drive. The content of the page is not innovative enough, reliable enough, innovative enough and grounded enough. Users don't even look at it, users evaluate it. If they are all bad reviews, no user will be willing to buy and pay, let alone recommend products to friends. In the business details page of each SKU on the B-side, the ultimate innovation and details have become my work and everyone's work, such as the following three products. In order to better show different realistic effects, the first tripod decided to use GIF pictures, but the loading speed of GIF was slow. In view of the GIF effect and loading speed, our photographer team spent an afternoon shooting hundreds of pictures and selecting them one by one. For the second product, the designer spent three days on this picture, and the light version was iterated several times, only to pursue better visual effects; The third product, in order to present the most realistic product drawing to users, has done no less than 20 surveys and reshaped as many as 3 times; In the UGC content on the C side, the real evaluation of users is very important, which determines the choice of more new users. At the same time, guide users to make more real comments and product comparisons, and provide the most real reference for more new users to make choices.
At the same time, a series of contents such as big picture display, real-life picture shooting, GIF dynamic effect, video, KOL user endorsement, etc. It has been one of the routine operations in the editing process of business details page. In addition, it is more important to process the high-quality content generated by users through editing, integration and optimization, and disseminate it through media and user evaluation, which often complements the content innovation of products. The content operations of Baidu Encyclopedia, Zhihu, Ant Cell and other platforms are consistent.
Market operation: Sometimes, the channel is king.
In the era of mobile Internet, there are more and more fragmentation channels. To do a good job of B2C connection, on the one hand, it is necessary to build more accurate and extensive effective channels, improve PV and let users buy it; On the other hand, we should also use marketing as a means to establish more communication channels, reach users, expose marketing and enhance ROI. In 20 15 years, through cross-departmental communication, we gradually gained effective support from other colleagues in the sales channel, such as giving away promotional gifts, and finally brought high-quality PV and exposure of headphones, network and video products. In addition to sales channels, we have also achieved cooperation with various marketing channels. Regardless of weekdays, holidays and big promotion seasons, the category specials I am responsible for have been launched with wireless+mobile resources. The expansion of resources, whether in Tmall, JD.COM or other platforms, is the same!
User operation: innovation, activation and retention.
In the operation of key new products, combined with KOL users, through their evaluation, drive new users to transform; Or in the operation of some products, rely on price means to promote and quickly drive the transformation and purchase of new users. For example, during the period of 20 15, I sold the historical record of 888 at the lowest price in history. Except for some old users, most of them are new users, and the conversion rate is extremely high. If calculated according to the fission efficiency of the Internet, that is, each user has at least 6 friends/colleagues. Then the new users brought by this activity will be as high as sales × conversion rate× 6. It is also the highest retail record of earphone category in the past three years.
3) Four systems of operation execution: pertinence and different priorities.
There are many excellent enterprises in all walks of life, such as Xiaomi, Apple, Canon, beats, DJI, Wahaha and Wal-Mart. Their success is due to the recognition of users, but in the process of connecting users, the market means used by enterprises are different. If Xiaomi is mentioned, users often think of brand marketing ability; When it comes to Apple, Canon, beats and DJI, users often think of top products, quality beyond expectations and excellent product innovation ability. When it comes to Wahaha, the industry thinks of his unparalleled, the largest, most comprehensive and efficient offline channel in China. Any new product can be seen in all towns and villages in China within a week, including Tibet and Xinjiang. ; When it comes to Wal-Mart, the industry thinks of its global low-cost supply chain purchasing ability, fast supply chain feedback ability, huge channel ability and so on.
In creating JD. Mr. Liu mentioned that his favorite person is sam walton, the founder of Wal-Mart. He once compared JD.COM Mall to Wal-Mart. Why? Because the businesses of JD.COM Mall and Wal-Mart are essentially "retail". Therefore, the mode of e-commerce is consistent with these enterprises, and they all need excellent brands &; Marketing ability, high-quality products, strong channel support and fast and low-cost supply chain procurement ability.
Compared with these friends and competitors, Xiaomi has a brand and marketing, which has been deeply rooted in the hearts of the people. Wal-Mart's advantage lies in the global procurement supply chain system and channel system. Wow, haha lies in the iterative speed and huge and efficient channels of new product development. Then, as the person in charge of category operation, what I have to consider is, how can we achieve such Excellence? Dostyle brand is not like Xiaomi or Wal-Mart. We lack a strong procurement supply chain system. It should be unrealistic to establish a strong supply chain system in a short time, which requires various inputs. Unlike Wahaha, we have an efficient product iteration rate, which is currently impossible?
What about channels, although we don't have a huge and efficient channel to support our product marketing? But we can use this as a breakthrough.
If the product is the heart, then the channel is the blood vessel. If we can continuously deliver fresh blood, then this enterprise has a chance. This is also an important work that has been promoting construction throughout this year. It is also through this breakthrough that the performance has been greatly improved and other points have blossomed.
Through extensive channel construction, on the one hand, we can effectively reduce our exposure cost, on the other hand, we can push our brands and products to users' eyes very efficiently, so that they can see, be familiar with and buy them.
With channels and sales, the supply chain will gradually strengthen the negotiation advantage and reduce costs. Through these, we continue to inject a shot in the arm into the product department to promote the efficiency of their product R&D iteration, thus further promoting the expansion of market share and forming market scale advantages and effects. This is a benign business closed loop.
So how to build a good channel? I always adhere to the following three principles:
Any channel is risky, and eggs can't be put in the same basket. Multi-channel construction can share risks.
So how can we build a good channel? First of all, I think, what is a channel? People are channels, platforms are channels, web pages are channels, banner is channels ... many things can be channels, so how can so many channels be effectively combined? Put limited energy on core resources, 28 principles. According to the channels required by each category, I allocate them according to 432 1 in the way of Tian Ji horse racing, and 40% of the channels are mainly maintained, which are platinum channels, and key products and high single-value products are invested; 30% of channel positioning's gold medal channel is invested in large-scale drainage special activities; 20% of the products are located in the silver channel, invested in the second echelon products other than key products, and the rest 10% are used randomly.
Third, good steel is used on the blade. If PV is too dispersed, it is often not easy to scale up quickly. Therefore, in the new products and key products, give special treatment and invest all resources to fight hard. Rapidly increase the scale.
2. My operation method
1) strategic thinking: business line and category operation.
In the development of e-commerce, the higher the standardization of products, the lower the experience demand of product purchase (overall situation). IT and 3C products are highly standardized categories, and the demand for personalized consumption experience is not as strong as that of fresh food and food. Different types of "e-commerce" have different opportunities and different progress. 3C and other standardized products take the lead in cultivating e-commerce users because of their product characteristics. Through overall analysis and observation, 3C and other standardized products have developed from various innovative marketing methods in the initial state to the current conventional price competition, and then to the stage of product-driven marketing and marketing-driven products.
Therefore, the business strategy of 3C team is relatively clear. Because of the standard, it is more targeted.
Take the router as an example. It belongs to one of the most standard product series of 3C. User training and market scale have been relatively stable, and the competition is extremely fierce. Not only giants such as TP, but also dark horses such as Xiaomi, 360 and Polar Routing. In terms of price, almost all of them have zero or even negative gross profit.
In such a red sea market, how can we make a breakthrough? What kind of enterprise can be sound, benign and sustainable?
Breakthrough Strategy of Single Product in Red Sea Market
The "Buff Theory" advocated by Cheetah CEO Fu Sheng, in the market, only excellent products or services can be unique, unique and eye-catching. At the marketing level, it means that the key points are prominent, and the value of "a purple cow" is sometimes better than that of "a group of white cows". Products must be differentiated to attract users, and marketing must be differentiated to impress users.
Through market research and analysis, I found that in the router market, the competition of home routing is extremely fierce, and the home routing I am responsible for has no other differentiated characteristics except appearance, so I chose to avoid this field and choose the mini-routing+power cat field with "purple cow" characteristics. In these two markets, my road and electric cat have a series of differentiated characteristics, such as low price, unique appearance, beautiful technology, good quality, and weak user demand for brands. Therefore, in these two markets, the SKU of 1 was selected respectively, and all the artillery attacks were concentrated to make a single product breakthrough. In two months, we quickly upgraded the ranking from the last row of sub-categories to the first three rows, and made great efforts to create explosive products to improve user performance through explosive products.
A single spark can start a prairie fire, and the effect is often obvious when a single product breaks through in a red sea market. Domestic 360, Xiaomi, Cheetah Mobile and WeChat are all classic cases; In the process of operation, the choice of single products is very important, which not only affects the direction of the whole business, but also affects users' cognition of the brand. The ways of internal and external cooperation are more and more extensive.
Second, the war of e-commerce is also a war of traffic to some extent. Creating explosions through single product breakthrough is also the second principle of single product breakthrough strategy: explosions-flow products. Products with flow can continuously contribute PV to the main force. At this time, stable traffic can bring them better performance without too much promotion. At the same time, it has also brought a lot of PV contributions to other products through the association of SKUs. The honey bud mentioned above is to continuously strengthen the explosion, and finally drive the development of the whole platform.
Scale effect of subdivision field
The router I am responsible for mainly involves three sub-industries (home wireless routing, mini-routing, power cat). I constantly polished the product ranking, sales volume and product layout, and promoted several single products such as wireless routing, mini routing and power cat to the front row, so that the scale effect and brand awareness of dostyle brand in the router market were further strengthened through Lenovo. With the scale effect of segmentation, we can continuously promote brand transplantation in other fields and categories.
For another example, the dostyle image business I was in charge of only started with camera cleaning, camera bags and other categories. After the ranking of various categories was greatly improved, my new tripod products listed in the fourth quarter quickly gained traffic. When these categories are stable, users begin to recognize the brand dostyle. When the UV mirror is listed again, there is no need for large-scale promotion, and basic work can ensure its ranking to improve rapidly. UV mirrors have been on the market for less than two months.
celebrity appeal
Purposefully and strategically cooperate with well-known brands and star products in the industry (except gifts), one is to promote sales, the other is to shake hands with "stars", which will subtly affect users' cognition and make it easier to accept, identify and buy dostyle brand; Side by side with the master, then dostyle is also a master.
Reflections on the advantages of high-profit products
One of the tasks of operation is to ensure that the performance gross profit reaches the standard, which is a hard indicator. In this regard, it is one of the most obvious and effective strategies to improve the overall gross profit through high-margin products. This is a lot of cases in this year's work;
2) Tactical thinking: refined operation.
What is refined operation? In fact, just one sentence: pay attention to every detail in the implementation, treat every resource with heart, and be clear about it! Planning, winning thousands of miles!
Exquisite work: look at all directions, listen to all directions, and gain insight into market changes and rhythms.
To do a good job in an operation, I want to say that we must first do a basic job, that is, grasp the changes in the market environment and the quality and efficiency of our own operations at any time and place, do a good job in analysis and management at any time, and update iteratively at any time.
When you arrive at the company every morning, the first thing to do is five statistical analysis tasks. The basis of operation is data mining and analysis, which is the fundamental reference:
Statistical sales volume
Statistical ranking
Statistical products
Statistical popularization
Statistical position
Tactical improvement
Principle 28: 80% of resources are invested in 20% of products.
Law of running water: "Water" flows downwards. After a large number of PV are introduced, how to apply them effectively? Assuming that the price marked on the special banner/product page is 100, when users enter the special banner/product page, they will often have a psychological expectation of about 100 yuan, and it will only be low but not high. ① If the price of other products is lower, the effect will be OK; ② If the prices of other products are higher, in order to better promote the transformation of high-value products, the price range should be moderately increased from top to bottom and from left to right in product planning, so as to maximize the conversion rate more effectively. The premise of the above logic is: products are all user needs and have relevance;
High-frequency and low-frequency: Through the product breakthrough of high-frequency demand, it can often directly drive the sales of other low-frequency products, such as hitchhiking and driving. In the e-commerce market, this method is also applicable.
Low-price drainage strategy: as the name implies, low-price drainage introduces a large amount of traffic through low-price products. However, in the same type of products, if there is a single product with high value and obvious differentiation, low-price drainage is often an effective means of operation.
Validity of price gap: LV does not cut prices, and it is snapped up by users as soon as it cuts prices. Even new brands and products, as long as they are within reasonable expectations, will have a very big explosion effect;
The price ranking principle of special design is 12 12: that is, in special design, the optimal SKU display is staggered with high and low prices, which can be high price, low price, high price, low price or vice versa in a row.
The principle of crossing up and down in ordering special design products: in special design, the planning should be staggered from top to bottom; Moreover, due to people's visual fatigue, when planning, 3-5 module areas should be properly planned, and different areas have different contents.
The design principle of moving line in special design: the visual center of human eyes is limited, and the fovea of retina is the only place with resolution, and the area is very small, so users can only generate one visual focus when browsing the page, and the visual browsing route formed by the visual focus is also the visual moving line of the page. For the design and planning of operation pages, users need to be "guided".
Xiu Yuan has a long way to go, and I will pursue it ... There are still many bright spots in the operation that we should elaborate, and there are still many ideas that we need to explore together. On the road of connecting users, we should do it and cherish it ... In fact, operation can promote product iteration, research and development, and update.
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