How does e-commerce operate?

First, talk about process thinking. There is an article called "Big Tree Thinking", which means that when thinking about a problem, first determine the trunk, and then find the branches and leaves. In other words, the success or failure of a thing depends on several key links, and a large number of small events or behaviors determine the quality of the key links. To do one thing, first find out the key links, which is conducive to clearing the mind and grasping the key points.

In our practical work, many things can help us clear our minds through process thinking. We can judge which links can work hard through a user's complete use process on the product; You can draw a flow chart of operation activities, listing what each link should do, resources should be allocated, data should be monitored and so on.

Process thinking is to draw a complete process of doing things with tools such as toilet paper or mind map, so as to make the thinking clear and logical, and expand the thinking without deviating from the main line.

2. Triangular benchmarking thinking

Triangular benchmarking thinking is very helpful to carry out a lot of project-based work. Because in our operation, we sometimes encounter situations where we don't know how to start. At this time, we don't have to make plans in a hurry, but use the triangle benchmarking thinking to see what our peers usually do, how our products were originally handled, and what users expect. This can largely ensure that what you do has rules to follow and will not be biased.

For example, in the online education industry, there are cases of dropping out of classes. At this time, it is necessary to formulate a set of clear rules for withdrawing from classes. You can't pat your head to decide what conditions can be retired and how to retire. Too strict rules will make users dissatisfied, and too loose rules may harm the interests of the company. At this time, I can use the triangle benchmarking thinking. First, I checked the handling methods of online education peers, and asked my friends who did offline training courses how to handle the return of customers' courses. Then I went to our customer service to find out the complaint handling method when I received the user's application for withdrawing from class. Finally, go to the users to do research to understand their views and requirements for dropping out of class. In this way, we can work out a set of rules for the return class of our products.

Triangulation also means that we can learn from the excellent ideas of various industries and products and apply them to our own work, as Picasso said: excellent artists imitate and great artists copy. Therefore, we should pay attention to and learn from other excellent cases.

3. Digital thinking

Anything, when we find the measure, the difficulty of it is greatly reduced. To operate, we need to find a standard to measure the operation effect. Data is a good measure.

Data thinking is to establish your own data operating system, know the relationship between different data, and learn to use data for analysis. For example, the number of users visiting the website is contributed by multiple channel sources. Analyzing the data changes of each channel source can help us find out those channels with great contribution, low cost and easy operation, and increase our operation on this channel; The conversion rate is a ratio, which reflects the proportion of people who make specific behaviors to the total number of people. The conversion rate can judge whether a certain incentive mode is appropriate. The payment amount is the product of the number of people paying and the average customer unit price. To increase the payment amount, we can consider both the number of people paying and the average customer unit price.

In addition, in the process of data analysis, there may be some unexpected gains, and there are many interesting correlations between the data. We can have a clearer understanding of our operations and users of our products through these data.

4. Summarize inductive thinking

Some people say that operation is a basket into which everything can be put. Indeed, the operation is very complicated and various problems will be encountered, but if summed up, many problems belong to the same category. In this way, if you make good use of inductive thinking, you can avoid similar problems next time you encounter a pit. Moreover, summing up some repetitive work and forming norms can also improve our work efficiency.

After we finish an activity, whether the effect is good or bad, we should sum up the success and shortcomings of the activity. For example, the effect of a course promotion activity is lower than expected. After analyzing the data, it is found that Banner has little drainage and low conversion of payment. Then the reason is that the copywriting is not good, the copywriting of Banner is not enough to attract enough people to click in, and the copywriting of course description is not enough to attract users to buy. Then you can work hard on the copywriting in the following activities.

In addition, in the process of operation, you can also organize some of your own work into experience. For example, sorting out special planning processes and operation manuals. , which can facilitate future operation and improve work efficiency.

5. Planning thinking

Everything is established in advance, and it is abolished if it is not foreseen. Operation should be planned, short-term planning and long-term planning.

At the end of the year, we usually make work goals and plans for the new year, but the goals and plans here will be relatively large, not grounded enough, and need to be put into practice. So I will make arrangements for major events in a year, usually once or twice a month. The purpose of this arrangement is that major events usually involve the development and design of resources, so we should make arrangements early and leave enough time for cooperation. In addition, at the end of each month, the operation plan for the next month will be made, which is much more detailed than the annual plan, and the specific way to accomplish what. Finally, there is a weekly plan, which is to make a specific work schedule for yourself and promote the work progress.