Product operation and management under the thinking of e-commerce

Product operation and management under the thinking of e-commerce

Guidance: Shakespeare has a famous saying: There are a thousand Hamlets in the hearts of a thousand people. In the experience of thousands of Internet users, every operation can be a long-sleeved dance. The following is the product operation and management under the e-commerce thinking I brought to you, hoping to help you.

I was fortunate to join JD.COM in 215 to do something, and I was even more fortunate to have worked in both consumer IT enterprises and B2B industries before that. I was the head of the brand and marketing department as well as the product. Therefore, when I joined JD.COM for operation, I got a richer and more comprehensive understanding of users and products, and I felt more intimate with users, which all came from the previous accumulation, and of course, I had more learning and experience. This year, the work is very busy, but I also habitually take time out to think about something and write something.

Preface: The road is all out

215 seems to be a very touching year. For an individual, I joined JD.COM, JD.COM on January 15th, and became a member of the team that has been in business for more than ten years, to do a valuable and dreamy career, and to create a trillion-dollar national enterprise with the team! In this year, every day is like a running rabbit, rushing forward without stopping, and busyness has become the main theme of every day!

for e-commerce and the internet, the environment is more complicated, and the growth of Ali, the platform e-commerce, slows down, while mobile e-commerce accelerates verticalization, scene and socialization. For example, the platform GMV of Honey Bud has reached 2.5 billion in two years, with a valuation of more than 8 billion. At the same time, the competition among the giants is even more fierce, and the combination of Lian Heng is magnificent, the merger of Meituan and Volkswagen, Ctrip, Yilong and Qunar, 58, the merger of the market, the merger of Didi, and so on?

the market environment is really changing by leaps and bounds, just like at the internet conference? Cardinal in red That joke, when you open your eyes, times have changed! This year, I feel the same way about this sentence. Internet speed? More profound. Although JD.COM, as the flagship in the field of e-commerce, has no shortage of traffic for a long time, and its strategy is clear, but when the two strong players meet, the brave one wins. As a 3C operation, it is the first to make a forward-looking breakthrough, and the position cannot be lost! When Didi CEO Cheng Wei talked about starting a business at the beginning of the year, he said: When you work so hard that there is no way out, God will open a window for you? I think the most important meaning in this sentence is: the road is all out! This is also a vivid lesson that I learned from this entrepreneurial team in JD.COM. What should an operation have? Insecure? Should we learn the professional quality? Walk, and walk out of your own business? !

In the year when I joined JD.COM, I crossed over to the Internet e-commerce with the core strategy of user-centered, advocating craftsman spirit, agile iteration, ultimate user experience, Internet of Everything, platform ecology, etc., which is a personal practice of the previous user-centered career demands at the C end, and I am also lucky! It can also be said that brand public relations awareness, marketing awareness, product awareness, project management awareness, software and hardware product integrated operation thinking, sales management thinking and so on are still indispensable thinking systems to do a good job in product operation.

operating in JD.COM can make every employee learn and deeply absorb the risk control ability that has become a professional habit. This ability is reflected in the risk safety of billion-dollar cash flow, the safety of billion-dollar user experience, the safety of DT system architecture, the safety of billion-dollar customer demand guarantee, the safety of billion-dollar supply chain management ability and the safety of billion-dollar order operation performance?

e-commerce, returning to the essence of retail

There is a saying in the art of war: those who don't seek the world, don't seek the moment, don't seek the overall situation, don't seek a territory! To do a business and do a good job in product operation, we must first understand what its core logic is and what its essence is.

In business, in "Creating JD.COM", the first masterpiece about JD.COM's complete development course and strategy, Mr. Liu personally prefaces the preface, concisely expounding the essence of e-commerce: the essence of returning to retail!

Retail, from the beginning of human birth, has become human instinct and one of the core needs of survival. With the change of the era and scale of product trading, this oldest demand has also evolved. However, no matter in the era of great navigation, industrialization or today's internet plus era, the essential logic of interpersonal transactions remains unchanged. Even in the current B2C, B2B, C2C and other modes, it is still to meet the material needs of each individual. As shown in Maslow's hierarchy of needs theory, no hierarchy can be separated from it. Product trading to meet demand? From low to high, especially the physical needs of health, physical objects, rest and life, there is not much change in tracing the source.

The book "Creating JD.COM" also mentions that through online channels, JD.COM can save consumers a lot of shopping costs. Therefore, the origin of JD.COM is nothing more than making breakthrough business model innovations with the help of the Internet and guided by new consumer demand, so as to reconstruct the supply chain system, achieve the purpose of reducing costs and improving efficiency, and ultimately create value for consumers. This still follows the essential retail of the retail industry? Meet the needs of consumers. The development and growth of JD.COM has never left this essence, and the future must also revolve around this essence.

1. The e-commerce attribute of retail in internet plus: Connecting

Starting from the business side, it is still aimed at meeting the needs of consumers, and it is still retail! But? Retail in internet plus? However, it has unique attributes and characteristics that are different from traditional retail. The rapid extension of the operating chain in e-commerce has greatly improved the efficiency of commodity flow and brought unprecedented user experience value: connection.

as an operation, I constantly serve and satisfy the needs of C-end users through my daily work, and we realize the connection between products and users through continuous practice &; Connection, which realizes the connection and connection between services and requirements.

use an appropriate metaphor: operation does not produce products, but operation is only a porter of demand!

both traditional offline operation and internet operation must be based on data! However, through the Internet big data mining and analysis, we can better think about what users think, worry about what users are anxious about, and even predict the demand cycle of users through the intelligent judgment of the system. For example, when the food you have purchased is about to run out, the system will automatically promote the goods to be replenished in advance, enter the warehouse in advance, and remind users whether to buy in advance! Let users always have a loyal one in their lives? Contact person? This connection is all the time, anytime, anywhere!

In JD.COM's famous inverted pyramid model ▼: Consumers always come first, in the model? Business type? The operation mode of has directly promoted the substantial optimization of cost, efficiency, product quality and user experience.

go further? Business type? Does the business model also help everyone? Category operation management? More extreme, more refined. For example, JD.COM's innovative intelligent logistics can estimate where each warehouse is built through system intelligent traceability and big data calculation, which can effectively reduce the handling times of goods and directly save a lot of costs for the supply chain. At the category operation end, we often take advantage of this advantage, such as highlighting and emphasizing the value of Jingdong Logistics during holidays such as the Spring Festival, which greatly enhances users' expectations, reduces users' fears and improves ROI. And these are the bits and pieces of my daily operation.

2. Operation methodology: How do I operate in JD.COM

In 215, the 3C business of the department I was in charge of had the largest business volume and the most categories, mainly including the dostyle network business, the dostyle video business, the dostyle headset business and other peripherals and mobile phone accessories business, and there were 11 3 categories in 3 main business lines. This year, I operated from a single product? Multi-SKU operation Single product operation? Multi-category operation? Business line integrated operation? Business line brand building, user operation, continuous practice, performance growth from to category 1%+, and more valuable and effective cooperation and case sharing; Now go back and think, examine and summarize the operation of this year.

how to operate?

there are two main parts: first, my operation management system, which is operation thinking, thinking, logic and direction; second, my market operation methodology, which includes the strategic operation thinking of business/category, and also includes two aspects of refined operation.

at work, my daily thinking is: how to do a good job in B2C connection, how to implement the three major steps, how to implement the four systems of operation, and finally achieve good work quality and efficiency. In the specific work, I also need to know the market environment of categories like the back of my hand every day, plan the operation of refined categories, and think about how to decide the direction of operation in multiple categories and so on.

my operation management system (334)

1. Three logics of operation management

As mentioned earlier, operation connects users through daily work, so in the process, I need to consider and solve three problems every day:

a)B-side operation

What value can I produce for users? What kind of demand satisfaction is created? How can we produce content that is more in line with the inner needs of users? How can we guide users to have a clearer understanding of needs?

at work, we constantly iterate over products, constantly brainstorm, which is more in line with the valuable content of social communication, and constantly innovate the page design? For example, the first tripod we 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, in which the copy was revised 15 times before and after, and the photo shooting took 5 hours. In order to optimize the number of GIF pictures in the product details page, I asked my colleagues in R&D across departments to do data appraisal to see if it affected the opening speed of the user's page, and then the information I provided to the design was finally confirmed by comparing nearly 2 key product pages with leading sales. After the product went online, the effect was very good. The top 15 evaluations were 1% favorable, and the page conversion rate was the highest among all products of dostyle image. As a new product, it only took 2 days to rush to the whole category NO.4

b)C-side users

Who are the users? 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 point, the operation can push back the iteration and innovation of products, that is, whoever grasps the users will have the ability to grasp the traffic and business model, which is also what the leaders of our department often ask us: Do we know our users?

one of the most important things in my routine work every morning is to know the order of the day; Another example is the price-sensitive category such as online products. For new products, I will make different prices and promotion methods every three days, and constantly deduce the price sensitivity of users and test the highest ROI in different platforms and time intervals. The continuous refined operation is to understand our users. There are many very effective means?

c)B2C connection

means communication and contact with users. The satisfaction of demand from B-end to C-end also lies in the spread and flow of value, which flows from me to users, so what channels are used to contact them? How can I reach my accurate users more effectively?

in 215, the leaders proposed? Go out? The work strategy emphasizes that we must strengthen cooperation and communication with various business departments and obtain more and wider effective channels to go 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 cooperation with my brother departments. Finally, the effective full-gift promotion promoted the performance of network products by 2%, and the SKU vendor's detailed page PV was driven by the PC and the mobile terminal in both directions, which greatly increased from 2K to 1,-2, per day.

It is said that in the era of mobile Internet, fragmentation reduces the community effect of users, so we continue to build channels, so that our information flow can complete the value transfer and flow within effective expectations, and finally reach users.

three latitudes, like driving a carriage, are indispensable!

2. Three modules of operation management

a) Content operation: fine 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 the dual core and dual drive. The content of the page is not innovative enough, not reliable enough, not innovative enough, not grounded enough, and users don't even look at it. User evaluation, if all the bad reviews, there will be no users willing to buy, pay, let alone recommend products to friends circle.

In the business details page of each SKU on the B-side, extreme innovation and detail polishing have become the work of me and everyone, such as the following three products ▼. The first tripod decided to use GIF pictures to better show different real-life effects, but the loading speed of GIF was slower. In view of the two factors of 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 in this picture, and the light version was iterated several times, just to pursue a better visual effect; The third product, in order to present the most realistic product map to users, has done no less than 2 investigations and re-photographed 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, in the process of editing the content of the business details page, a series of contents such as big picture display, real-life picture shooting, GIF dynamic effect, video and KOL user endorsement have become one of the routine operations. In addition, it is more important to process the high-quality content generated by users through editing, integration, optimization and other means, and cooperate with media, user evaluation and other means to spread it, which often complements the content innovation of products. The content operation of platforms such as Baidu Encyclopedia, Zhihu and Ant Cell is consistent.