Introduction: For e-commerce and the Internet, the environment is more complex. Platform e-commerce Alibaba has slowed down its growth, while mobile e-commerce has accelerated its verticalization, scenario-based, and socialization, such as the Miya 2-year platform GMV has reached 2.5 billion, with a valuation of more than 8 billion. At the same time, the competition among giants has become more fierce, and mergers have become more and more fierce, such as the merger of Meituan and Dazhong, the merger of Ctrip, eLong, and Qunar, the merger of 58, Qianji, the merger of Didi, and so on...
Text
Shakespeare has a famous saying: There are a thousand Hamlets in the hearts of a thousand people. In the Internet user experience of thousands of people, every operation can be a good dancer.
I was fortunate to join JD.com in 2015 to do something. I was even more fortunate to have worked in both consumer IT companies and the B2B industry, serving as the head of the brand and marketing department, and also in the B2B industry. Served as product leader. Therefore, when I joined JD.com to work in operations, my understanding of users and products became richer and more comprehensive, and I felt closer to users. This was all due to previous accumulation, and of course I also gained more learning and experience. This year, I have been very busy at work, but I also habitually find time to think about and write something.
1. Preface: All roads must be taken!
2015 seems to be a very touching year. For me personally, I want to join JD.COM and become a member of a team that has been in business for more than ten years. I want to do a valuable and dreamy career, and work with the team to create a trillion-dollar national enterprise! During this year, every day has been like a running rabbit, rushing forward non-stop, and busyness has become the main theme of every day!
For e-commerce and the Internet, the environment is more complex. The growth of platform e-commerce Alibaba has slowed down, while mobile e-commerce has accelerated its verticalization, scenario-based, and socialization. For example, Miya's platform GMV has taken 2 years It has reached 2.5 billion, with a valuation of more than 8 billion. At the same time, the competition among giants has become more fierce, and mergers have become more and more fierce, such as the merger of Meituan and Dazhong, the merger of Ctrip, eLong, and Qunar, the merger of 58, Qianji, the merger of Didi, and so on...
The market environment is really changing rapidly. Just like the joke of the "Red Dressed Master" at the Internet Conference, as soon as you open your eyes, times have changed! This year, I feel the same way about this sentence, and I have a deeper understanding of the so-called "Internet speed". Although JD.com, as the flagship in the e-commerce field, has long had no shortage of traffic and has a clear strategy, when the two giants meet, the brave will win. As friends and competitors continue to innovate and iterate, as a 3C operation, it must first make forward-looking breakthroughs. 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 hard to the point of nowhere, God will open a window for you... I think the most important meaning of this sentence is: the road. , they all came out! This is also a vivid lesson I learned in the entrepreneurial team of JD.com. The professional quality of "no sense of security" that operators should have, and they should learn to "walk and find their own way in the business"!
In the year since I joined JD.com, I have transformed into an Internet e-commerce company that is user-centered, advocating craftsmanship, agile iteration, ultimate user experience, interconnection of all things, and platform ecology as its core strategies. It is a review of the past. The personal practice of user-centered professional demands on the C-side is also lucky! It can also be said that to do a good job in product operation, brand public relations awareness, marketing awareness, product awareness, project management awareness, software and hardware product integrated operation thinking, sales management thinking, etc. are still indispensable thinking systems.
Working in JD.com allows every employee to learn and deeply absorb the risk control ability that has become a professional habit. This ability is reflected in the risk safety of billions of cash flows and billions of users. The security of experience, the security of DT-level system architecture, the security of billion-level customer demand protection, the security of billion-level supply chain management capabilities, the security of billion-level order operation performance...! ! !
2. E-commerce, return to the essence of retail!
There is a saying in the art of war: If you don’t plan for the whole world, you can’t plan for a moment; if you don’t plan for the overall situation, you can’t plan for a region! To do a business and operate a product well, first of all, you must understand what its core logic is and what its essence is.
In Shangyanshang, in "Creating JD.com", the first masterpiece that tells the complete development history and strategy of JD.com, Mr. Liu personally wrote the preface at the beginning, concisely expounding the essence of e-commerce. : Return to the essence of retail!
Retail, from the beginning of humankind, has become human instinct and one of the core needs for survival. As the era and scale of product transactions change, this oldest need has also continued to evolve. But regardless of the Age of Discovery, the Age of Industrialization, or today’s Internet+ era, the essential logic of transactions between people will never change. Even the current B2C, B2B, C2C and other models still satisfy every individual. material needs. As shown in Maslow's hierarchy of needs theory below, any level is inseparable from "product transactions and meeting needs", from low to high, especially physical needs such as health, physical goods, rest, and life. There is not much traceability to the source. change.
The book "Creating JD.com" also mentioned that through online channels, JD.com can save consumers a lot of shopping costs. Therefore, the origin of JD.com is nothing more than the use of the Internet, guided by new consumer demands, to continuously make breakthrough business model innovations, thereby reconstructing the supply chain system, achieving the purpose of reducing costs, improving efficiency, and ultimately creating new products for consumers. value. This still follows the essence of retail in the retail industry - to meet consumer needs. The development and growth of JD.com has never left this essence, and the future must also revolve around this essence.
3. The e-commerce attributes of Internet + retail: connection
Starting from the business end, it is still the purpose of meeting consumer needs, it is still retail! However, "Internet + retail" has unique attributes and characteristics that are different from traditional retail. The rapid extension of the operation chain in e-commerce has greatly improved the efficiency of commodity flow and brought unprecedented users. Experience value: connection.
As an operator, I continue to serve and meet the needs of C-end users through my daily work. Through continuous practice, we realize the connection & connection between products and users, and realize service and The connections and connections between needs.
To use an appropriate metaphor: Operations do not produce products, operations are just a porter of demand!
No matter traditional offline operations or Internet operations, they must be based on data! However, through Internet big data mining and analysis, we are better able to think about what users think and worry about their needs. We can even estimate the user's demand cycle through the intelligent judgment of the system, such as: when the food you have purchased is about to be used. When finished, the system automatically promotes the replenishment of goods in advance, warehouses in advance, and reminds users in advance whether to purchase! Let users always have a loyal "contact" in their lives. This connection is available all the time, anytime and anywhere!
In JD.com’s famous inverted pyramid model: consumers always rank first. The operations team uses IT and materialization. In JD.com’s famous inverted pyramid model: consumers always rank first. The “business-oriented” operating model in the model directly promotes the substantial optimization of costs, efficiency, product quality, user experience, etc.
Furthermore, the "business-oriented" operating model also helps each "category operation management" to be more extreme and refined. For example: JD.com’s continuously innovative smart logistics can estimate where each warehouse is built through system intelligent traceability and big data calculations, which can effectively reduce the number of goods handling and directly save a lot of costs for the supply chain. In category operations On the other hand, we often take advantage of this advantage. For example, during holiday promotions such as the Spring Festival, we highlight and emphasize the value of JD Logistics, which greatly improves user expectations, reduces user fears, and improves ROI. And these are the bits and pieces of my daily operational work.