What is the specific operation?

A few days ago, a salesman asked me what the operation was. This question shocked me at that time, and I was thinking, when I applied for a job, I applied for an operation, so what is an operation? I am a person, I am not an operation!

What is Taobao operation? Operation is not a person or a department. Simply put, operation is like a strategic global control system. Just like the CPU of a computer, just like the human brain, what the operation needs to do is to adjust the coordination of customer service, promotion, art design, warehouse, pre-sales and after-sales departments.

What an operating system includes can be summed up in five points:

1 Two endpoints: product and customer.

2 Three keys: flow (drainage), transformation (optimization) and user stickiness (marketing).

Then, you can understand that operation is an assembly line to solve the problem from upstream products to downstream customers; In other words, it is a data analysis system used to solve the problems of traffic conversion in the early stage and user stickiness in the later stage.

Second, either operate others or be operated by others.

Operation is a post that requires very high personal ability and needs training very much. Of course, the future is only now. Whether you open a new store yourself or run it for another company, you must learn the knowledge of operation. After so many years of work experience, I found that although many people are famous for their operation, frankly speaking, most of them are poor in ability and lack a systematic and comprehensive ability, which is basically part of the meeting. Many operators also lack an e-commerce thinking and a user demand analysis thinking, which is very rigid. Basically, they are not manipulating others, but being manipulated by others, which is also a very sad thing. Therefore, we join hands with many experts in operation to share dry goods in the group every night, so that everyone can be a dignified Taobao, not parallel imports. You can listen to it in this group if you want. At first you need to enter these: 54 1, then you see: 563, and the last group is: 908. Put them together in order, and a smart person will appear in a learning place. If you think you are stupid, don't learn, haha.

Three things about the operation of seven aunts and eight aunts, broken thoughts.

According to the current personal thinking, its growth path should be: 0 10.

0 10: the first "0" is the thinking of learning first;

The second "1" is something to learn;

The third "0" is the thinking that needs to be summarized.

Why is this structure? We can look back on ourselves. We or friends around us are often interested in opening a shop. Many products choose what is around us and think they have advantages. This is somewhat similar to the recent "localization". We open stores, put products on shelves, find traffic, and then wait for sales.

But is this really the case? Not exactly. If it were true, there wouldn't be so many domestic training institutions and so many small and medium-sized stores participating in the training. 1 month or 2 months later, they gave up.

The first "0":

To open a shop at this stage, from the perspective of thinking, we must first have products. The basic process of opening a shop is not explained, basic. If you really want to do this, you won't stick to it all the time.

First of all: you should know what you are selling.

Second: You need to know who you are selling to.

Finally: you have to know how to promote it.

Know what you are selling:

What is your product category?

What is your price range?

What's your position?

What is your follow-up promotion method?

What are your core strengths?

At this stage, the choice of a product can be said to be varied, but for some senior operators, the product with low competition is the best. What is low competition = few people do it.

If you say a product, do it back and forth and make a little effort, is it a performance?

Why, many great gods (except some who like to make single products) like to find products that few people make when starting their own businesses or looking for jobs. Because of this, no matter what promotion means are used, the effect is fast and obvious, and the difficulty is relatively much simpler than that of the major categories.

How to find such a category? Personally, I like to use one method: search.

I'm going to search the name of product A (first-class keyword), such as jujube and chestnut.

How many products match under a product name can be said to be enough to judge the competition difficulty of a product from the data aspect.

These are just two simple examples. If we subdivide the products into a big category and then choose the subdivided category, is it available?

If someone says that the example you mentioned is not in line with my reality, and I don't have this product here, then let's recall that the so-called e-commerce belongs to online platform transactions, and the network is interoperable all over the world. If you want to make this product, you can find it, right?

When you choose a good category at the beginning, the difficulty will be much reduced in the subsequent routine operation.

These are categories. Follow the steps, open the store and select the category. What should we do next?

Price division of shops.

Before this, many people said that the pricing of a store was based on the rule of 27 1 or 28. In fact, for small and medium-sized stores. . . Is it necessary to distinguish "1" in that 27 1 from "2" in 28 so clearly?

First of all, this "1", the so-called 1, is about an image model and a small and medium-sized shop. . . I really can't agree with this kind of thinking.

In fact, many people say that we can use two products with relatively low price and relatively high cost performance for drainage. If we analyze the well-made stores, you will find that most of his store transactions are in 8%, but is it necessary to divide them so clearly for small and medium-sized stores?

Small and medium-sized stores are more explosions. What is an explosion? Single product supports the whole store, so what about the initial price division?

My personal suggestion: directly divide the interval, either 2 or 8. The early stage is survival, and then life, isn't it?

I especially like a shop:

In fact, sometimes I wonder if I can make a store like this one day, and I can make the "8" in the middle without making low prices or high prices. Although it may be a humble achievement for millions or tens of millions of sales that many people say, it is enough to support one person, isn't it?

So many people will ask, how to set the specific price?

In fact, this problem should not be me, because on the thinking side and the advertising side, some people say: there are no unsold products, only unsold products, and the pricing of a product is based on the product itself, the seller's own technology and resource ratio.

As we think now, everyone sells 200 and I sell 600. Why can you sell it? Because of the different products, my operational thinking, my position is at the top, although I am far from those big stores in terms of overall sales, which is really enough for a small and medium-sized store. . . .

Where is your price? Not asking others, but asking yourself, what do you have?

Speaking of this, people who have been doing it for a long time actually know that the price determines the positioning most of the time. When the price of a shop is fixed, whether the shop belongs to low-end positioning, mid-end positioning or high-end positioning will naturally come out. So now that the positioning is done, no matter what end you are positioning, should your visual system have corresponding qualifications?

For example, the page of store home products:

For example, the page selling small black umbrellas:

Is it the same? It's different. . . . . .

The higher the positioning, if there is no strong brand influence support, the higher the page requirements.

At this stage, many people think that their products are better and positioned at the high end, and then the products can't be sold, and the boss says that they don't operate. . . . Or the operation says that the boss is blindly pricing. Actually, . . This reason is on the artist's side. Of course, the operation also has a lot to do, because after all, artists do it according to the requirements of the operation, so whose problem is it?

Ask yourself ~ ~ ~

After positioning, it is the so-called promotion method. For small and medium-sized shops, if they are novices, they will be afraid of through trains and exhibitions, because they are all spent on glistening RMB, and the results are still unknown. So what are their more choices? It's search ~ ~

If you have seen many small and medium-sized shops and talked a lot, you will find that small and medium-sized shops learn more about SEO.

The so-called through train and drilling exhibition are basically contacted after a period of operation, or they are paid to ask others for help, so the research of search is particularly important here.

As for search, I mentioned in my previous post that my search post last year was about methods. After such a long time, I want to ask the people who posted with me if you have summed up any problems after the operation. What problem? How to adjust? Did you find anything else?

Have you thought about it?

Simply put, the promotion method of a product depends largely on the previous steps, because the higher the price of a product, if there is no strong support from the brand, then you will find that it uses more through trains, because the search location is not easy to obtain. . . . .

If it is a low-priced product. . . Don't dare to push without profit, use more activities and search ~

As I said above, my products actually only use through trains. Some people will say that if you talk about search yourself, your skills should be very powerful.

That's true, but if you think so ... I will be beaten to death by my boss.

You need to be particularly clear about your promotion methods. Only in this way can you calm down and study a direction and a promotion method. Only by focusing can you study your own things, which will be more advantageous for the follow-up operation, because you won't feel that you are beating around the bush and going straight to the core. Wouldn't it be better?

Do you understand your promotion method now?

The last item, that is, the core advantage of the product, is the fundamental point to test your above decision. No matter how bad the product is, it is only a flash in the pan. . . . .

What are the advantages of your product?

Speaking of now, the first "0" of "0 10" has been basically written.

Looking back, I feel that many of them are empty, but I personally want to say that I especially want more small and medium-sized stores to see that they have been doing this for so long, take fewer detours, think more, come back when they are ready, make a good investigation, and be prepared to burn their bridges again.

Next, let's talk about "1" in "0 10".

This "1", as the name implies, is about how to do it.

Shop opening-product selection-pricing-drainage-transformation

Transformation: If it is tall, it is called traffic value. In other words, after introducing traffic into the store, how to get buyers to clinch a deal is also what we have been paying attention to, which is the so-called conversion rate.

If you want to improve your conversion rate, I will only tell you the details of the baby here.

I never tell people around me what the best baby details are. I advocate personal baby details and the most suitable baby details.

In small and medium-sized stores, many people will face the details of not being a baby and don't know how to do it.

In fact, this question is very simple.

When you have completed the above steps, you have reached this step. All you need to do is: look-summarize-make-test.

Listen, what you need to do is a lot of search cases. Who are you looking at?

When you decide what products and prices to produce, what you need to do is:

Search for the name of this product, then enter your own set price range, and then click on the sales ranking.

At this time, you will see that your peers have helped you to make the road ahead.

Aside from the influence of the brand, since other people's baby details can occupy a place in the sales ranking, there must be some merits. All you need is to find something you can use from other people's precious details.

For example: how to make the framework, how to arrange the layout, how to write the copy, how to match the colors and so on. .

Everything you want to know or need to know, others have done it for you.

If you still say no at this time, you can only say that you haven't seen enough.

When you have seen enough, you will find that at this time, you can already combine your own products and draw a baby detail. This precious detail is flesh and blood, because you have your own operational thinking in the early stage, and you know the ultimate advantage of your product. Here, you apply it.

The details of your child will come out.

At this point, what you need to do later is to sum up, write well and write attentively, and then test your "child", how much room it has for growth, where there are problems and where it needs to be revised.

If you don't even want to "copy" this thing, you will only make a mistake here and won't say it, then I can only say: Hehe.

The reason for the home page is the same.

Have you found out what process small and medium-sized stores need? What's the point?

Its focus is not on how the operation technology is, but whether it has been studied, thought about and done.

It is most realistic to say that you have operational thinking first, then operate, and finally form your own "0".

I won't say what I said above. How long will it have a specific effect on small and medium-sized stores? At the very least, I can say responsibly that if you do as I say, at the very least, you won't go astray. If you do what I say, as long as you are willing to do it, at least you will grow at the fastest speed before the "0 10" route, you may hit a wall and you may be confused, but these are all things. . . . Of course, I've been wondering if I can get this "0".

My friends, the thinking article may be a little unpleasant to listen to, but if you study this article carefully, you can give many examples.