The Internet itself has no sense of happiness. We learn about the Internet for long-term happiness, and operations are the best entry point!

Xiao Mayu, the author of this book, will meet two types of people at work. They covet the Internet industry but don’t know where to start. The first type is college students. The attraction of the Internet to them is - countless stories of wealth and freedom, but there are no relevant courses in the university; the other type is those who want to work in other industries that have passed the rapid development period for three to five years. For people in transition, the attraction of the Internet to them is continued competitiveness and good development prospects. However, in the Internet industry, competition for talents is fierce, and they are not willing to start at the same starting line as newcomers. So for the second type of people, what part of their past work experience can be transplanted to form their own unique competitiveness? This chapter should answer some of your questions. The most popular positions on the Internet are product positions and operations positions. Here we start from Xiaomayu’s own experience and mainly introduce operational positions.

Why operation is one of the best ways to enter the Internet industry

First of all, there is a huge gap in operation positions. On the one hand, the gap comes from the startup companies that have sprung up under the entrepreneurial boom. . Generally, a product requires at least three operating personnel to be launched. On the other hand, many traditional companies are undergoing "Internet +" transformation, and many operational positions will be created.

Secondly, the status of operations personnel is getting higher and higher. Everyone has different opinions on whether products or operations are more important. However, we have to admit that in today's era of homogeneous products, BAT and the companies they invest in can do almost everything that can be done with technology and products. Ant Xiongbing relies on operations. Moreover, the traffic dividend has been exhausted, and enterprises are pursuing more refined operations. This also makes operating personnel become more valuable from being just odd jobs.

Thirdly, doing operational work can quickly improve your personal abilities. The changing environment forces you to break through your comfort zone and upgrade and iterate. Such abilities are portable and can be taken away, but some relationships and resources accumulated in other positions in other industries may not be taken away.

Finally, operators are very likely to operate personal brands and realize value realization. Xiaomayu knows a travel internet celebrity. She used to do KOL (Key Opinion Leader, key opinion leader) maintenance work on a travel platform (belonging to the user operation category). During her work, she met many Internet celebrities, found some routines, and discovered that she also had some relevant characteristics, so she began to build herself up. Now, she is a travel Internet celebrity with an annual income of one million. Xiaomayu’s best friend, a Ctrip management trainee in the same class, has now become a food internet celebrity. There are many similarities between operating a product and operating itself. By building a personal brand, you can not only increase your own value in the industry, but also make knowledge monetization or freelance work much smoother.

The net worth of operators

The salaries of first-tier Internet companies are very attractive, surpassing those of the Big Four accounting firms and foreign banks that everyone flocked to at the time and put them on the altar. She could not find the salary data for operations positions. She only made the following explanation based on personal experience:

Trends in the net worth of operations personnel after graduation

Alibaba Operations: The first year after graduation, the level is P4 /P5, with an annual salary of 150,000-200,000 yuan; in the 3rd year of graduation, the level is P6, with an annual salary of 200,000-300,000 yuan; in the 5th year of graduation and above, the level is P7, with an annual salary of 300,000-400,000 yuan + options.

Startup company: In the first year after graduation, the position is an operations specialist, with an annual salary of 50,000-80,000 yuan; in the third year of graduation, the position is a senior operations/operations manager, with an annual salary of 100,000-150,000 yuan + options, after graduation In the 5th year and above, the position is operations director, with an annual salary of 200,000-300,000 yuan + options.

Based on the above, two questions can be answered: If you graduate and enter Alibaba or a startup company, if you work well, what will your salary level be like in three or more years? If you don’t go to a big company in the first year after graduation, will you still have opportunities in the future?

From the above trend, it can be seen that in the third and fifth years of graduation, the operation personnel of start-up companies may jump to Alibaba, and the operation personnel of Alibaba may also jump to Alibaba in the third and fifth years of graduation. In the 5th year or even after that, jump out to a startup company. However, there are many opportunities for Alibaba people to jump outside, but for people from start-up companies to jump to Alibaba, they are only one in a hundred. First of all, this startup should be an area in which Alibaba has just begun to develop its efforts; secondly, its existing experience in this area can be directly transferred to Alibaba's new business unit; and, the original company is one of the best in the vertical field. For example: In recent years, Alibaba has successively developed in travel (Fliggy), logistics (Cainiao), health (Alibaba Health), film industry (Alibaba Pictures), mobile office (DingTalk), second-hand idle trading (Xianyu), new retail ( Hema Fresh Products) and other business sectors. Many talents in vertical industries have jumped to Alibaba through this opportunity, allowing their original skills to catch up with the fast lane of the Internet and taking their careers to a new level.

Five steps to define the ideal operation position

The operation positions in the recruitment market are dazzling, with salaries ranging from 2,000 to 20,000 yuan, and the industries are also different. same.

How to find the direction that suits you? There are five steps to framing an ideal operations position.

The first step is to choose a vertical industry.

Choosing an industry is more important than choosing a university! Internet companies are divided by product form, including information content, social networking, e-commerce, O2O, games and tools. Almost, the Internet has penetrated into vertical segmented industries, giving birth to many small and beautiful "Internet +" companies, including: Internet + agriculture, Internet + tourism, Internet + travel, Internet + medical care, Internet + education, Internet + flowers and trees, Internet + Catering, Internet + home decoration, Internet + finance, Internet + cultural and creative industries, etc.

When the Internet becomes an infrastructure, if you just want to join an Internet company, the scope is too broad! Think about whether you are particularly interested in or talented in a certain vertical industry segment. By narrowing down the scope, it is entirely possible to find a company that suits you, which may be no worse than a large company. For example: Xiaomayu has always had a special liking for the tourism industry. In his first two jobs, from Ctrip to Fliggy, he accumulated a lot of industry experience and was quite happy during the work process. If you are a heavy user of the product yourself, it will be much easier to operate and get along with the users easily. If you don’t know which companies are in your favorite field, you can check by category on the ASO100 and new lists.

The second step is to select a company.

Many people are confused about whether to go to a big company or a small company: some people are afraid of becoming a "screw" in a big company and want to go to a small company for experience, and some people are afraid that a small company will not survive long and go to a big company. The company is holding steady. In fact, these are incomplete considerations. BAT is a big company, big and full of vitality. There is no need to be biased against big companies. Alibaba has many small companies with internal entrepreneurship. The employees are very hard-working and there are many opportunities.

It is worth worrying about whether it is a first-line Internet company or a startup company with rapid development and potential. It is indeed difficult to choose between these two types of companies, and they are both first-class companies. If you have to choose, Xiaomayu believes that in your career, you will regret not having been to the former! Moreover, if you miss the school recruitment, the probability of going to the former is even smaller. When switching from the former to the latter, you have greater options. Therefore, her first recommendation is first-tier Internet companies.

How to know which companies are first-tier Internet companies? Every year, the Internet Society of China and the Ministry of Industry and Information Technology jointly publish a list of the "Top 100 Internet Companies in China", and only the top Internet companies are on the list. How do you know if a startup has potential? You can tell from its founding team and financing situation.

The third step is to choose a position. The relationship between a company and a job is much like the relationship between a university and a major. Choosing a university or a major has always been an enduring debate. Each type of company has its own advantageous positions, and the competitiveness of choosing these positions will be greater.

How to judge whether a certain position is an advantageous position for the company? See if it is a position where the company has accumulated the most experience and has become an industry benchmark. For example, Taobao's category operations, expert operations, and event operations, while content operations and user operations are emerging positions that require external supplements, and they do not have much accumulated experience to feed back to newcomers; secondly, see whether this position contains the most important elements for the company's survival. competitiveness. For example: Xiaohongshu started its business by relying on content and community, and its two types of positions are more competitive than the same positions on Xianyu. Finally, you can also ask people in the industry or seniors who have already entered the company. As time goes by, each position will also change dynamically. The original advantageous positions may decline, and emerging positions may gradually become competitive. Stay proactive at all times so you don’t fall behind!

The fourth step is to select a team. Applying for a job also depends on the team, especially for start-up companies. The team determines whether the company can go far or not. Take a look at the team’s genes: E-commerce genes or social genes? 2B (to business) or 2C (to customer)? Baidu system, Alibaba system or Tencent system? Are you doing something you are good at and passionate about? Second, look at the leadership: Are the bosses and core managers from first-tier Internet companies? Do you have the charisma to win over a group of outstanding talents? Does the department you want to go to have a responsible leader who can lead the team? Third, look at values. This may seem a bit abstract, but it is also important, otherwise you may be forced to do things that go against your own values ??for the sake of results. The bottom line of values ??is at least: don’t do evil, have good intentions, and create value for users.

The fifth step is to select salary. If you are satisfied with the above items, the salary will generally not be bad. Generally, companies have fixed salaries for fresh graduates and there is no room for negotiation; however, in startup companies, you can negotiate salaries. If you have several years of work experience, you can negotiate salary with the company within a certain range. Talking about money does not hurt feelings. Money gives people more opportunities to gain knowledge, recharge their batteries, learn, and socialize, which is good for work. The fear is that "I didn't pay attention during the negotiation, and I feel that the salary is not worth it when I work, so I relax and slack off." The boss must raise wages when employees reach a higher level, rather than raising wages and then waiting for employees to grow. In addition, if you are still in the internship stage, it doesn't matter if the internship salary is low. This experience is actually a stepping stone.

Use data-based thinking to choose a job - career planning can also use data-based operation thinking!

Have several job opportunities but don’t know how to choose? Score! Put the factors related to career choice that you care about in the first row, and put several job opportunity options in the first column. Score the different factors from 1 to 5 in the space. If each factor is equally important to itself, sum it directly. According to common sense, the one with the highest total score is the most correct choice. If the factors have different weights, a weighted sum can be used. In the early days, Taobao also followed this logic when ranking experts and products.

How college students prepare for operations positions

Anchor positions

One of the four operational thinking is refined thinking, and some people can conquer the world with one resume , obviously no refined thinking was used. If your resume looks like a very average match for 1,000 positions, it is better to make your resume look like a very good match for 10 positions and a very poor match for the other 990 positions. Because everyone has a position, and every position also has a position. If you ignore the fit and just try to pass the exam, you will be irresponsible to yourself and the company. Therefore, it is recommended that everyone learn to read job descriptions, which contain a lot of information. The job descriptions of each type of operation position will have some similarities and differences. Find out your own characteristics and clearly present them, so that people will think "it's you" at a glance!

When applying for a job, you should prepare at least one resume for a certain type of operation position. The resume should include "*** similar" cases that prove that you are qualified for this type of position. A more extreme approach is: if there is a case or character that can meet the "difference point" of the position, before each submission of the resume, add the relevant text to the most conspicuous position, or highlight it in the body of the email! This way the likelihood of success will be greater!

Resume Tips: Case Studies! detail! data!

The most important skills are in the above three words.

Case: omitted.

Details: represents reality! Strongly recommended: use more words to describe the two or three most outstanding cases among the cases you have done.

Data: represents persuasiveness! In every case, there must be data! An absolute data is meaningless. It must be compared with previous data, compared with opponents, and compared with goals.

What if there is no case? Opportunities always come to those 20% who are prepared! The effect of temporary cramming may be limited, but it can always make up for some shortcomings. When you realize your shortcomings, make up for them as soon as possible in a short period of time. On the one hand, you can find the most feasible ones from the cases mentioned in the book and implement some of them. Considering that it is difficult to achieve results by working alone, you can also form a small team to achieve the goal together! On the other hand, you must show your continuous learning attitude and efforts to let others see your potential.

Written test skills

In recent years, the written test questions of Internet companies are very imaginative, difficult and innovative. There is no correct answer to the written test questions. I just hope that I can see the applicant's logic, knowledge and creativity. There are three categories of frequently asked questions: (Category 1) About the company’s innovative business; (Category 2) About the industry; (Category 3) About your own case description.

Question answering ideas:

Set up a good structure (usually a total score) - fill in the answers (from the perspective of the questioner, deduce what he wants to examine, and answer to the point )

Encourage the use of terminology, jargon, proprietary vocabulary and other professional-looking words to gain points.

Daily accumulation and preparation

Before the written test, read a lot of relevant information, be familiar with the official websites of the company and competitors you are applying for, and check the financial media reports and official channel reports related to the company in the past six months. And excellent answers on Zhihu.

Whenever you encounter inspiring content, take a screenshot or copy it to your mobile phone notepad (for example: the latest strategy, the difference between you and your competitors)

Always test yourself and ask questions Answer to yourself. Vertical test: in-depth analysis of this product; horizontal test: what competing products exist and what are their respective advantages and disadvantages.

Interview skills:

Understand the corporate culture before the interview.

If you want to go to Alibaba, you need to understand Alibaba’s concept of talent. At this time, you should read official reports instead of post bars and forums.

In a speech, Peng Lei (one of the founders of Alibaba Group and successive chief talent officer CPO) talked about Alibaba’s talent outlook: smart, solid, optimistic, and introspective. Smart: professional ability and open thinking, high IQ and EQ; solid: able to withstand hardships, it doesn’t matter whether you are “killed with a stick” or “praising”, able to withstand pressure without being arrogant; Optimistic: fully objective and rational to understand the real situation at the moment After that, he is still full of curiosity and fun, and loves to toss; self-reflection: often reflect on himself, not arrogant or arrogant.

Frequently Asked Questions in Interviews: For details, please refer to pages 194~P196 of "I am an operator in Alibaba".

Interview details:

Image and industry matching: When interviewing in the beauty industry, you must always put on exquisite makeup. When interviewing in the clothing category, you must always look well-matched in your clothing. The travel, outdoor, and sports industries must always be full of vitality.

Aura: Equality, confidence, calmness and calmness.

Talk to the point: be logical, give total points, and ask questions at the end.

Exceed expectations: Always think one step further than the interviewer asks.

Quality: From the moment they enter the company, everyone may be an examiner. He naturally exudes high quality, is polite and helpful.

Tip: Today, the direction of finding a job is becoming more and more vertical. For Internet talents, you can pay more attention to Lagou.com; for mid-to-high-end talents, you can pay more attention to Liepin; to communicate directly with your boss, you can pay more attention to Boss Direct Recruitment; if you want to communicate privately with your boss or high-end talent manager, you can use Maimai and LinkedIn; Make more use of referral opportunities from seniors, seniors and group members.

How do people in traditional industries transform into Internet operations?

In fact, it is very promising for people in traditional industries to transform into Internet operations. Because: The Internet is becoming an infrastructure like water and electricity. Therefore, it must be combined with the real industry to generate greater business value.

The first situation: Enter a large platform like BAT.

In the early days, Taobao’s operating personnel only needed to understand e-commerce. In recent years, senior management has required operating personnel to go deep into the industry and has recruited many industry veterans. E-commerce "waiters" make more judgments based on data, but this may lead to missing opportunities in market segments within the industry. More experienced vertical industry people are needed to judge and guide the cultivation of market growth.

This is true for the flower and tree industry, as well as the home appliance industry, travel industry, and fresh food industry. Experts from offline may bring new growth points and many new opportunities to Taobao and Tmall by reshaping the supply chain. How to play. Many gameplays involving the supply chain illustrate that Taobao and Tmall are not just platforms for selling goods, but can also help merchants transform their supply chains. Because of this, we need more people who understand the industry better to join.

The second situation: Enter a vertical e-commerce platform such as "Dongjia" APP.

"Dongjia" is the startup company that Xiaomayu went to after leaving Alibaba. It is an e-commerce platform for craftsmen’s handicrafts. They require operators to understand craftsmanship, including tea utensils, Hanfu, jewelry and study rooms, etc. They also need to understand art auctions. The "Don" even has city partners who are specially assigned to Jingdezhen to search for and excavate porcelain. These talents are hard to find in the e-commerce field, and they have attracted a large number of people from the cultural and creative and art industries.

The third situation: Transfer to the Internet-related department of the current company.

If your company has the idea of ??establishing an Internet business department, online marketing department, or e-commerce department, you can seize the opportunity to transfer jobs internally, and the losses will be smaller. Xiaomayu's sister works as a customer service officer at China Merchants Bank, a position where it's easy to see the ceiling. She told Xiaomayu: The bank is internally selecting customer service staff who can write to produce content and do content marketing. This is a great opportunity and worth a try. Because in this way, I have not left the big platform, my salary has not fluctuated, and I have developed another skill, and this skill is more promising than the original customer service skill.

There are many people who want to transform, but not everyone in traditional industries can successfully transform. What are the mysteries? What preparations can be made?

Find the aspects of your existing core skills and resources that are similar to a certain Internet operation position!

If you are doing BD in the pharmaceutical industry, you should either go to an Internet + pharmaceutical company to do operations, or go to other industries to do BD. Don’t change both medicine (industry) and BD (job). This will be very dangerous. (Both legs are dangling).

In addition, read more WeChat public account articles and books on Internet industry observations, strengthen specialized terminology in a targeted manner, and understand the meaning and application scenarios;

In addition, spread your thinking and Don’t limit yourself, don’t trap yourself in vertical fields, and collide with people in the Internet industry for ideas.

Even if you enter an Internet company, you still can’t relax! Continuous learning and stress tolerance are a must! Because no one is obligated to teach themselves, so be humble! If you get no results after searching within your own capabilities, then ask others.

From rookie to senior, Xiaomayu’s growth secrets

Maybe all the bad feelings now are normal, maybe we are on the road of growth, but the quantitative changes have not yet caused qualitative changes. Give it some time to grow.

1. Break through the comfort zone and maintain strong learning ability.

Xiaomayu knows that she is not here to hang around and must grow every day in the company. Although job transfer affects promotion, she is more concerned about obtaining a sufficient competency structure as soon as possible after leaving the platform. Salary and level are secondary considerations.

2. Have the ability to let others teach you everything.

The world is changing too fast, and capable people are willing to guide and support themselves. This is the most efficient channel to obtain knowledge, which is much more useful than reading books or listening to lectures! How to obtain this ability? 1. Be grateful! No one wants to be around someone who is ungrateful. 2. Find the connection between you. Maybe you are a fellow countryman, maybe you have some similar hobbies, maybe your senior saw in you the hard work he did back then. 3. Value exchange, social interaction in which one party takes what the other party pays, is unequal and short-lasting.

You should try your best to create value for the other party and see what you can do to help. If you really have no "use value" at all, then the rank gap between the two parties is too big, maybe you should pay to learn (paid learning can shorten the distance between you and the big guys. If you can become an excellent example of the big guys) , I will definitely have the opportunity to have close contact with him) 4. Be the KBL (Key Bhavior Leader, Key Behavior Leader) that others want to be but cannot be due to some worldly pressure. That is to say, I did something that others dare not do. Many seniors are willing to be friends with Xiaomayu because they don't see impetuousness, money worship, and eagerness for quick success in her. Instead, they see more peace and poetry in her. They envy her freedom and ease, as if she is realizing a path to freedom for them, interpreting another way of life for Internet people.

3. Build a personal brand.

Ali people often work overtime. The busier they are, the more Xiaomayu squeezes out a lot of time to do what she wants to do, achieving a relative balance between public and private time. Find the rhythm of life, otherwise you will have a sense of powerlessness being kidnapped by work.

When others are resting, she is looking for people across departments to chat, eat, and exchange knowledge; when others are off work, she reads intranet learning materials and listens to lectures; when others are sleeping, she is taking care of Taobao City. Garden, learn yoga, dance. In addition, every weekend, she spends half a day reading in the Zhejiang Provincial Library, and one day to communicate with interesting people outside the company and do offline activities.

She has a tag - #在利有地的 Girl#. In the eyes of her colleagues, she is a person who loves the countryside, loves traveling, and has a wide social circle. In this way, personal identification and crossover are gradually established. Later, she exported her values ??by writing articles, being an offline sharing guest, and taking online classes. In this way, after gradually forming a personal brand, it became easier to meet famous people, get opportunities, find connections, and obtain resources.

What kind of operators will be most popular in the next few years

Although operations are a long-term hot position, we must know that not all operators can increase their worth. Realize value! A cruel reality is: the application of artificial intelligence is replacing the work of a large number of basic operations personnel! So, what kind of operators will be most popular in the next few years? Operators who understand business, human nature, industry, users, products and markets!

An operator who understands products and markets. Product and market are the two departments that operators interact with the most. Not only do they need to be well connected, but they also need to have their thinking, be able to see problems from their perspective, and understand some of their basic work. For example, learn the product manager’s MVP (minimum viable product) thinking, iterative thinking, and logical thinking, and understand the marketing department’s user insights, advertising, and media cooperation. Composite capability models are even less likely to be replaced by machines.

Operators who understand the industry. Choose a sunrise industry (at least not a sunset industry) and do things that have time to compound interest. Go deep into the industry, understand the unspoken rules, trends, and developments, maintain relationships with KA merchants and leading brands in the industry, have a circle and connections, and propose operational plans that are tailor-made for the industry, rather than being generalized to everyone. That’s right, you can’t do indiscriminate operations in a wide range of scenarios!

Operators who understand users. The best situation is: you are a heavy user of the operating product, can get along with the users, have a keen insight into the users, and even become a KOL in the circle. (For example: some time ago, Taobao released a senior user research specialist position that attracted widespread attention. Taobao offered an annual salary of 350,000 to 400,000 yuan, and was looking for people over 60 years old with at least 1 year of online shopping experience. Priority will be given to those with 3 years of online shopping experience. Elderly user group KOL. With the rise of the "silver economy", operators who understand users may become more popular as they get older)

Operators who understand human nature. Operation is to face people's emotions and desires. Users are fickle in nature, like the new and dislike the old, and the time they are interested in products is getting shorter and shorter. Therefore, chasing hot spots and following routines will make people exhausted and achieve little results. Only by trying to understand and gain insight into human nature can you generate a steady stream of inspiration.

An operator who understands business. A good operations person can do things right, but not necessarily do the right things and make money. A good operator will implement the strategy, but he may not be good at predicting trends, choosing runways, making trade-offs and other strategic issues. In operations, it is easier to immerse yourself in hard work and get bogged down in details. If your future direction is to start a business, you need to look up, monitor and understand the general business trend.

In the end, operation is still a person, and its biggest mission is: to run your own life well! In the future, what is the most competitive way to live? Live yourself! Put your talent in what you love and everything else will follow!