How to Enter the World of Internet Operation —— Interpretation of Chapter 8 of I Operate in Ali

The Internet itself has no sense of happiness. We learn the Internet for long-term happiness, and operation is the best starting point!

Ma Xiaoyu, the author of this book, will meet two kinds of people at work. They covet the internet industry but don't know where to start. The first category is college students. The attraction of the internet to them is countless stories of wealth and freedom, but there are no related courses in universities. The other is people who want to transform after working in other industries that have experienced rapid development for three to five years. The attraction of the Internet to them is its continuous competitiveness and good development prospects. However, in the Internet industry, the competition for talents is fierce, and people are unwilling to start with newcomers. So what can the second kind of people transplant from their past work experience to form their own unique competitiveness? This chapter should answer some questions for you. The hottest topics on the Internet are product work and operation work. Starting from the experience of little marlin, this paper mainly introduces the operation post.

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

First of all, there is a big gap in operating posts. On the one hand, the gap comes from the start-up companies that have sprung up under the entrepreneurial boom. Generally speaking, a product must have at least three operators to start. On the other hand, many traditional enterprises are undergoing the transformation of "internet plus", which will create many operating posts.

Secondly, the status of operators is getting higher and higher. Everyone has different opinions on which is more important, product or operation. However, we have to admit that in today's product homogenization, BAT and the companies they invest in have almost done what they can do with technology and products, and ants rely on operations. Moreover, the traffic dividend has been exhausted, and enterprises are pursuing more refined operations. This also makes operators more valuable from handyman.

Thirdly, doing operational work can quickly improve personal ability, and the changing environment makes you have to break through the comfort zone and upgrade iteration. This ability 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. Xiao Xiaoyu knows a travel network red. She used to do KOL (Key Opinion Leader) maintenance work on a tourism platform (belonging to the user operation category). At work, she met many network celebrities, found some routines, and found that she also had some related characteristics, so she began to build herself. Now, she has become a million-dollar travel network star. Xiao Xiaoyu's male best friend, who is also a Ctrip Guan Peisheng, has now become a popular food network. There are many similarities between running a product and running itself. Being a personal brand can not only enhance your value in the industry, but also realize knowledge or be a freelancer, which will be much smoother.

The value of the operator

The salary of the first-tier Internet companies is very attractive, surpassing the four major accounting firms and foreign banks that were rushing at that time. She didn't find the salary data of the operation post, and only made the following explanation based on her personal experience:

Value Trend of Operators after Graduation

Ali Operation: 1 year graduation, grade P4/P5, annual salary 1.5-0.2 million yuan; In the third year of graduation, the grade is P6, and the annual salary is 200,000 to 300,000; Fifth year and above after graduation, grade P7, annual salary of 300,000-400,000+options.

Start-up company: 65438+ graduated for 0 years, working as an operation specialist with an annual salary of 50,000-80,000; In the third year after graduation, I worked as a senior operation/operation manager with an annual salary of 10- 15000 yuan+options. In the fifth year and above, I will be the director of operations with an annual salary of 200,000-300,000+options.

Two questions can be answered from the above: Did you enter Ali or a startup after graduation? If I work well, what is my salary level after three or four years? If I don't go to a big company after graduation 1 year, will there be any chance in the future?

As can be seen from the above trend, in the third and fifth years after graduation, the operators of startup companies may jump ship to Ali, and the operators of Ali may jump ship to startup companies in the third, fifth or even later years. However, Ali people have many opportunities to jump outside, but people from startups jump to Ali, but it is one in a hundred. First of all, this startup should be the field that Ali just started to think about; Secondly, my existing experience in this field can be directly transferred to Ali's new business department; And the original company is one of the best in the vertical field. For example, in recent years, Ali has made great efforts in travel (flying pig), logistics (rookie), health (Ali Health), film industry (Alibaba Pictures), mobile office (nailing), second-hand idle trading (idle fish), new retail (box horse fresh life) and other business sectors. Many talents in vertical industries took this opportunity to jump to Ali, so that their original skills caught up with the fast lane of the Internet and their careers reached a new level.

Five steps to build an ideal operating post

There are a wide variety of operating positions in the recruitment market, with salaries ranging from two or three thousand yuan to two or three thousand yuan, and industries are also different. How to find the right direction? Constructing an ideal surgical post can be divided into five steps.

The first step is to choose a vertical industry.

Choosing a profession is more important than choosing a university! Internet companies are divided into product forms, including information content, social networks, e-commerce, O2O, games and tools. Almost, the Internet has penetrated into vertically subdivided industries, and many small and beautiful "internet plus" companies have emerged, including: Internet+agriculture, internet plus tourism, internet plus tourism, Internet+medical care, Internet+education, internet plus flowers and trees, internet plus catering, internet plus home improvement, internet plus finance, internet plus cultural and creative industries and so on.

When the internet becomes the infrastructure, if you just want to enter the internet company, the scope is too wide! Think about whether you are particularly interested in a certain vertical segmentation field, especially talented. Narrowing the scope, it is entirely possible to find a company that suits you, not necessarily worse than a big company. For example, Xiaomayu has always had a soft spot for the tourism industry. The first two jobs, from Ctrip to Flying Pig, have accumulated a lot of industry experience, and I was very happy during my work. If you are a heavy user of the product, it will be much easier to operate and easy to integrate with users. If you don't know which companies are your favorite fields, you can classify them in ASO 100 and the new list.

The second step is to choose a company.

Many people will be entangled in whether to go to a big company or a small company: some people want to go to a small company and are afraid of becoming the "screw" of the big company, while others are afraid that the small company will not live long and stay in the big company. In fact, these are not comprehensive considerations. BAT is a big company, big and full of vitality, so there is no need to be biased against big companies. There are many small companies in Ali that start their own businesses. The employees work hard and there are many opportunities.

What is worth worrying about is: first-tier internet companies or fast-growing potential startups. These two types of companies are really difficult to choose, and they all belong to first-class companies. If you have to choose, Xiao Xiaoyu feels that it will be more regrettable not to have been to the former in your career! And if you miss the school move, the probability of going to the former is even smaller. When you jump ship from the former to the latter, you have more choices. Therefore, she is still a first-line Internet company.

How do I know which companies are first-tier Internet companies? Internet society of china and the Ministry of Industry and Information Technology jointly publish the list of "Top Internet Enterprises in China 100" every year. These enterprises are top Internet enterprises. How do you know if a startup has potential? One or two things can be seen from its founding team and financing situation.

The third step is to choose a position. The relationship between a company and a post is very similar to that between a university and a major. Choosing a university or a major has always been an enduring dispute. Each type of company has its own advantages, and the competitiveness of choosing these positions will be even greater.

How to judge whether a position is the dominant position of the company? See if the company has accumulated the most experience and become the industry benchmark. For example, Taobao's category operation, expert operation and activity operation, while content operation and user operation are emerging positions that need to be supplemented by external forces, and there is not much accumulated experience to feed back new people; Second, see if the position includes the competitiveness that the company relies on most. For example, Xiaohongshu started from content and community, and these two jobs are more competitive than idle fish. Finally, you can also ask people in the industry or seniors who have already entered the company. With the passage of time, each position will also change dynamically, the original dominant position may decline, and emerging positions may gradually form competitiveness. Keep forging ahead at any time so as not to fall behind!

The fourth step is to select a team. The application also depends on the team, especially the startup company. The team decides whether the company will go far. Look at team genes: e-commerce genes or social genes? 2B (for enterprises) or 2C (for customers)? Baidu Department, Ali Department or Tencent Department? Are you doing what you are good at and love? Second, look at the leaders: 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 an independent leader to lead the team? Look at values. This seems a bit abstract, but it is also important, otherwise you may be forced to do something contrary to your values for the result. The bottom line of values is at least: don't do evil, do good first and create value for users.

Step 5: Select salary. If you are satisfied with the above items, the salary will generally not be bad. Generally, the salaries of fresh graduates are set by the company and there is no room for discussion. But you can talk about salary in a startup. If you have several years of work experience, you can also talk about salary with the company within a certain range. Talking about money does not hurt feelings. Money gives people more opportunities to study, recharge and socialize, which is beneficial to work. What I am afraid of is "I didn't care when I talked, and I felt that this salary was not worth it at work, so I relaxed myself." The boss must raise the salary when the employee reaches a higher level, instead of waiting for the employee to raise the salary before growing up. 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.

Choose a job with data thinking-career planning can also use data operation thinking!

There are several job opportunities in hand, and I don't know how to choose. Score! Put the factors related to career choice that you care about in the first row, put several job opportunities in the first column, and score different factors according to 1~5 in the blank space. If each factor is equally important to you, sum it directly. According to common sense, the highest total score is the most correct choice. If the factors have different weights, they can be weighted and summed. Early Taobao followed this logic when ranking experts and commodities.

How do college students prepare for operating posts?

Anchor column

One of the four operational ideas is refined thinking. Some people travel all over the world with resumes, but obviously there is no refined thinking. If your resume looks like it matches 1000 jobs, you'd better make it look like it matches 10 jobs and doesn't match the other 990 jobs. Because everyone has a position, and every position has a position. If you ignore the fitness and only ask for barely qualified, it is irresponsible to yourself and the company. So I suggest you learn to read the job description, which contains a lot of information. There are some similarities and differences in the job description of each type of operation post. Find out your own characteristics and present them clearly, making people feel "it's you" at a glance!

When applying for a job, you should at least prepare a resume of a certain kind of operation position, which contains "* * * similar" cases to prove that you are qualified for this kind of position. The more extreme way is: if there is any case or personality that can meet the "difference" of the post, before submitting your resume every time, add the relevant text to the most conspicuous position, or focus on it in the body of the email! So the possibility of success will be even greater!

Resume skills: cases! Details! Data!

The most important skill is in the above three words.

Case: ellipsis.

Details: representing the truth! I strongly suggest that you use more pen and ink to describe two or three of the most bright cases you have done.

Data: representing persuasiveness! In every case, there must be data! An absolute data doesn't mean anything. You have to compare it with the previous data, opponents and targets.

What if there are no cases? Opportunities are always given to people who are 20% prepared! Cramming may have limited effect, but it can always make up for some shortcomings. Recognize your own shortcomings and make up for them as soon as possible in a short time. On the one hand, we can find out the most feasible cases mentioned in the book and realize some of them. Considering that it is difficult to achieve results alone, you can also form a small team to achieve the goal together! On the other hand, we should show the attitude and efforts of continuous learning and let others see their potential.

Written test skills

In recent years, the written test questions of Internet companies are imaginative, difficult and innovative. There is no correct answer in this test, but I just hope to see the applicant's logic, knowledge and creativity from it. There are three common questions: (1) about the company's innovative business; (the second category) about industry; (Category III) Description of one's own case.

Answer the idea:

Set up the structure (usually the total score)-fill in the answer (from the questioner's point of view, deduce what he wants to investigate and go straight to the point)

Encourage the use of more professional vocabulary, such as terminology, jargon and proprietary vocabulary, and step on the scoring point.

The usual accumulation and preparation

Read a lot of relevant materials before the written test, get familiar with the company's official website and competitors, and check the financial media reports, official channel reports and excellent answers in Zhihu in the last six months.

When encountering inspiring content, take a screenshot or copy it to your mobile phone notebook at any time (such as the latest strategy, differentiation between competitors).

Always test yourself, ask yourself and answer yourself. Longitudinal inspection: in-depth analysis of the product; Horizontal test: What competing products exist and what are their advantages and disadvantages?

Interview skills:

Understand the corporate culture before the interview.

If you want to go to Ali, you need to understand Ali's talent view. At this time, you should read official reports, not post bars and forums.

Peng Lei (one of the founders of Alibaba Group, CPO) talked about Ali's talent view in a speech: intelligence, honesty, optimism and introspection. Smart: professional ability and open thinking, high IQ and EQ; Pishi: It can withstand tossing, whether it is "stick killing" or "killing". It can withstand pressure and is not proud; Optimism: after fully understanding the real situation objectively and rationally, he is still full of curiosity and fun, and loves to toss; Introspection: always reflect on yourself, without arrogance or rashness.

Frequently asked questions in interview: For details, please refer to P 194~P 196.

Interview details:

Image and industry matching: when interviewing for the beauty industry, you always have to wear a delicate makeup, and when interviewing for clothing, you always have to look good. When interviewing for the tourism, outdoor and sports industries, you should always be full of energy.

Gas field: equality, self-confidence, calmness and calmness.

Speak to the point: logic, total score, and finally ask questions.

Exceeding expectations: Always thinking more than the interviewer wants.

Quality: From the moment you enter the company, everyone may be an examiner. Nature reveals high quality, courtesy and helpfulness.

Tip: Now the direction of finding a job is more and more vertical. Internet talents can pay more attention to the hook. Middle and high-end talents can pay more attention to hunting and hiring; Communicate directly with the boss, you can pay more attention to the direct employment of the boss; If you want to communicate privately with your boss or high-end talent manager, you can use Pulse and LinkedIn more often. Make more use of the introverted opportunities of seniors, seniors and group members.

How do people in traditional industries transform into Internet operators?

In fact, it is very promising for people in traditional industries to transform into Internet operators. Because: the Internet is becoming the same infrastructure as water and electricity, so it must be combined with the physical industry to generate greater commercial value.

The first situation: enter a big platform like BAT.

In the early days, Taobao's operators knew about e-commerce. In recent years, the top management has asked operators to go deep into the industry and dug up many senior people in the industry. E-commerce "Xiaoer" is judged more by data, but this may lead to the opportunity of missing market segments in the industry, and more experienced vertical industry people are needed to judge and guide the cultivation of market growth in the third place.

This is true of the flower and tree industry, as well as the household appliances industry, tourism industry and fresh food industry. Offline experts may bring new growth points and many new ways of playing to Taobao and Tmall by reshaping the supply chain. Many games that touch the supply chain show that Taobao and Tmall are not only platforms for selling goods, but also help businesses transform the supply chain. Because of this, more people who know more about the industry need to join.

The second case: enter the vertical e-commerce platform such as "Dongjia" APP.

"Dongjia" is a startup company that Xiaomayu went to after leaving Ali. It is an e-commerce platform for craftsmen's handicrafts. They asked the operators to know the craft, including tea sets, Hanfu, jewelry and research, as well as art auctions. "Dongjia" even has a city partner who is stationed in Jingdezhen to find and dig porcelain. These talents are hard to find in the field of e-commerce, and they have absorbed a large number of people in the creative and artistic industries.

The third situation: transfer to the current company's Internet-related departments.

If the company has the idea of setting up an Internet business department or an Internet marketing department or an e-commerce department, it can seize the opportunity to transfer jobs internally, so that the loss will be smaller. Xiaomayu's sister works as a customer service worker at China Merchants Bank, which is a position where it is easy to see the ceiling. She told Xiaoyu that the bank is selecting the customer service output content written at the meeting and doing content marketing. This is a good opportunity and worth a try. Because this has not left the big platform, the salary has not fluctuated, and another skill has been developed, and this skill is more promising than the original customer service skill.

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

Find your existing core skills and resources similar to some kind of Internet operation post!

If you want to be a BD in the pharmaceutical industry, you should either go to the Internet to add pharmaceutical companies to operate or go to other industries to do BD. Don't change both medicine (industry) and BD (post), it will be very dangerous (both legs are suspended).

In addition, read more WeChat official account articles and Internet industry observation books, strengthen appropriate terms in a targeted manner, and understand the meaning and application scenarios;

In addition, spread your thoughts instead of self-limiting, and don't trap yourself in the vertical field and collide with people in the Internet industry.

Even if you enter an internet company, you still can't relax! Continuous learning and anti-pressure ability must be possessed! Because no one has the obligation to teach themselves, so be modest! If there is no result after the inquiry within your power, ask someone else.

From novice to senior, the secret of little Marlin's growth

Maybe all the bad feelings are normal now, maybe we are growing up, but quantitative change has not caused qualitative change, so give us some time to grow up.

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

Xiaomayu knows that she is not here to dawdle and grow up in the company every day. Although job transfer affects promotion, she is more concerned about getting enough ability structure as soon as possible after leaving the platform, and salary and grade are secondary considerations.

2. Have the ability to let others give you money.

The world is changing too fast, and capable people are willing to take care of themselves. This is the most efficient way to acquire knowledge, which is much more useful than reading books and taking classes! How to acquire this ability? 1. Be grateful! No one wants to take an ungrateful person. 2. Find the connection between you, maybe you are fellow villagers, maybe you have some hobbies, maybe your predecessors saw his hard work in themselves. 3. It is unequal and will not last for one party to ask the other party for the value exchange of social interaction. You should try to create value for each other and see what you can do. If you really don't have any "use value", then the gap between the two sides is too big. Maybe you should pay for learning (paying for learning can narrow the distance with big coffee). If you can become an excellent case of big coffee, you must have a chance to get in close contact with him. 4. Be a KBL (important behavior leader) that others want to do but can't be forced by secular pressure. In other words, I did something that others dared not do. Many seniors are willing to have a heart-to-heart talk with Xiao Malin and become friends because they don't see impetuousness, money worship and quick success, but more peace and poetry. They envy her free and easy, as if realizing a road to freedom for them and interpreting another way of life for Internet people.

3. Create a personal brand.

Ali people often work overtime. The busier they are, the more time the fish can squeeze out to do what she wants to do, thus achieving a relative balance between public and private time. Find the rhythm of life, otherwise you will feel powerless to be kidnapped by work.

When others are resting, she looks for someone to chat, eat and exchange knowledge across departments; When others get off work, she reads the learning materials on the intranet and listens to lectures; When others are sleeping, she takes care of the vegetable garden, learns yoga and dances in Taobao City. In addition, every weekend, she spends half a day reading in Zhejiang Library and one day communicating with interesting people outside the company and doing offline activities.

She has a label-# Girl with land in Ali #. In the eyes of colleagues, she is a person who loves the countryside, loves traveling and has a wide circle of friends. In this way, personal identity and cross-border gradually established. Later, she exported her values by writing articles, sharing guests offline and taking classes online. In this way, after gradually forming a personal brand, it is easier to get to know big coffee, get opportunities, find contacts and obtain resources.

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

Although operation is a hot job for a long time, we should know that not all operators can improve their social status and realize their value! A cruel reality is that the application of artificial intelligence is replacing the work of a large number of basic operators! So, what kind of operators will be the most popular in the next few years? Operators who understand business, humanity, industry, users, products and markets!

Understand the operators of products and markets. Product and market are the two departments that operators deal with most. They not only have a good connection, but also have their thinking, so they can look at the problem from their perspective and understand some of their basic work. For example, learn the MVP (minimum feasible product) thinking, iterative thinking and logical thinking of the product manager, and understand the user insight, advertising and media cooperation of the marketing department. The composite capability model is more difficult to be replaced by machines.

Understand the operators of the industry. Choose a sunrise industry (at least not a sunset industry) and do something that has time to compound interest. Go deep into the industry, understand the hidden rules, trends and development, keep in touch with KA merchants and leading brands in the industry, have circles and connections, and put forward an operation plan tailored for the industry, which is universally applicable and cannot be operated indiscriminately!

Operators who understand users. The best case is: I am a heavy user of operating products, can mingle with users, can have a keen insight into users, and even become the KOL of this circle. (For example, the post of a senior researcher released by Taobao some time ago has caused widespread onlookers. Taobao offers an annual salary of 350,000 ~ 400,000, looking for KOL, middle-aged and elderly users over 60 years old, with at least 1 year online shopping experience, and 3 years online shopping experience is preferred. With the rise of "silver-haired economy", people who understand user operation may become more and more popular with age. )

Operators who understand human nature. Operation is to face the desires in the world. Users are fickle by nature, like the new and hate the old, and the time of being interested in goods is getting shorter and shorter. Therefore, chasing hot spots and following the routine will make people very tired and have little effect. Only by working hard to understand and gain insight into human nature can we have a steady stream of inspiration.

Business-savvy operators. A good operator can do things right, but he may not be able to do things right and make money. Good operators will put their strategies to the ground, but they are not necessarily good at predicting the tuyere, choosing the runway, making trade-offs and other strategic issues. It is easier for operations to work hard and get caught up in details. If the future direction is entrepreneurship, they need to look up to supervision and understand the general trend of business.

Finally, the operation is still a person in the final analysis, and its biggest mission is to manage your life well! What is the most competitive lifestyle in the future? Live high! Put your talent in the field you love, and everything else will come naturally!