Existing point of view: operation should be user-centered! In fact, this is wrong! Products and operations should be user-centered, while operations, focusing on innovation and transformation, must be business-centered. For example, the following two sentences are written: 1, I want to lie in bed with you and watch the stars; 2. I went to sleep all over China with the same intention as you, because the expression is different, but the effect is definitely different. The first one was made by the operation manager, trying to cover up the business intention; The second copy is blunt about the business intention, which is clear at a glance. Imagine that the first copy is more suitable for the era without the internet, with lack of information and users willing to think; In the era of information fragmentation, it is more important to impress users with copywriting. So the second copy was made by the operation manager. Why should operations be business-centric? I especially like to look at operations from the perspective of sales and advertising. I found that half of the operation is sales and half is advertising. The key goal of sales is order conversion, and the goal of advertising is exposure and innovation. For example, from the perspective of advertising, you will find that there are many similarities between advertising and operation. For example, half of the operation is sales and half is advertising. Note: The AIDA principle of advertising industry is similar to the mode of innovation, retention, activation and transformation at the present stage of operation, which is matched one by one (why do you want to keep the gray display, because I don't think the operation needs to be retained, and the product is the best weapon to be retained. In addition, after graduation, I have worked as a traditional sales post for nearly two years, which is a very low-level kind of sales, such as standing at the school gate and brazenly asking parents for mobile phone numbers, doing conference marketing, and wearing a suit to sell four-piece sets in enterprises and institutions for cleaning. And tried to convince people, but later I felt that it was not persuasion, but persuasion (making prospective customers impulsive). I also worked in an advertising company for nearly 1 year. Pocket advertising company, including three of me and an intern, is a small advertising company that has been struggling on the verge of life and death. So, I found, at that time, what have I been doing? Lobbying my work involves both oral communication skills and business intentions in copywriting. So after jumping into the operation circle, I brought a strong commercial atmosphere to the operation project. After entering the Internet product operation post, I have experienced online education e-commerce, IT portal, and enterprise station (meaning things like O2O). And my business goals have always been closely linked to business. For example, online education e-commerce, sales have always been my burden. At the enterprise station, my goal is to capture sales leads. Including my current job is to do new media operations, mainly based on WeChat channels. I found that doing WeChat should also be business-oriented, and it is very embarrassing to spread it in the WeChat circle of friends. If it is not valuable to the core business, it is useless. Internet companies I experienced before 20 13 all have two characteristics: 1, and most of them are in a state of balance. If the expenditure exceeds the income, people will be laid off to reduce the cost. ) 2. User needs are mostly one-off, such as self-study, college entrance examination and CET-4 and CET-6. Before the users' needs have disappeared, how to quickly make them pay or leave their phone numbers has always been my core business, so it is my focus to find ways to quickly convert users. Therefore, with more than 6 years of operation experience, I have been busy with two things: frantically looking for traffic and frantically transforming what is the core business, so I said: operation should be business-centric! You will find that when you consider problems from a business perspective, all problems are solved. For example, a search engine product only displays 10 pieces of information per page. The product manager sees the user experience as the center, while from the commercial point of view, he sees the maximization of commercial effect. In fact, Google does consider the number of search result pages from a business perspective: Google conducted a trial-and-error experiment, and the business income of displaying 30 search result pages was reduced by 20% compared with displaying 10 search result pages. The same is true of the trial-and-error experiment portal. Every time you log in to the mini page that pops up on QQ, you will find that the title of each channel is so bloody and sexy. Because the core business of the portal is traffic, attracting you to click is its biggest commercial purpose! As you can see, the Internet companies that are least short of money are still business-oriented. This is the essence of business. Tencent news, for example, the reason why you are still doing posts is that you are user-centered and think that the purpose of making products and operations is for users. This idea will make many entrepreneurs? Scared? . Because the essence of business is to make money, input needs output, especially when money is about to burn out or capital is pouring in. Therefore, if you want to quickly transfer from the operation post to the operation post, you must remember that user-centered is only a means, and the operation idea is to meet the user's value and then talk about business value. As I always say, I will accompany you every day, give you my thumb and flowers, and then slowly penetrate your business demands, so that you can be impulsive once when you are not paying attention, and then twice and three times? (Customer stratification) Many people may have a little illusion when they see this place, thinking that taking business as the center just doesn't care about users' feelings, which is nonsense. Taking business as the center is not for you to hurt users, because doing so is just a hammer sale, and users will be lost in an instant. Therefore, the operation needs to take retention as the frame of reference when doing business transformation. This is the wisdom of operation. Advanced operation can satisfy users and realize commercial value. Key operational capability 1: balance business value and user value. To give a well-understood example, promotion is the best operation means of domestic electric business circle, which is both user-centered and merchant-centered. Low price not only meets the needs of users but also meets the business needs (winning by single quantity). For example, I remember watching too many copies once. The original price of the complete works of Gu Long was over 700, with 70 copies. I'm never willing to spend money on it. Finally, on June 7 th, Gu Long's birthday, I made an exception and watched more promotions. Seventy novels of Gu Long cost about ten yuan, and I made a decisive move. Later I focused on the complete works of Jin Yong. I'm waiting for next March 10. I've seen too much and I'm sure I'll make an exception! Jin Yong's and Gu Long's sales promotion examples: Weibo and WeChat have the same business test, but the results are quite different due to the disparity in operation methods. At first, Weibo was a mess, and users enjoyed it, but when it came to cash and the advertising system went online, there was a lot of abuse. Why? On the one hand, the commercial operation team in Weibo may have failed to handle users' emotions well and lacked the tact of the WeChat commercial team, and successfully turned information flow advertising into a hot event. On the other hand, users are insatiable. If you treat me well once, you will treat me well for life. This is human nature, so don't bother me. Coupled with the wave of follow-up, friends are scolding Weibo, and I want to show my attitude and change the world with follow-up, so Weibo has been spurned for a long time. However, the recommended advertisements intentionally misplaced by WeChat have become people's jokes. Let me give you another example of using emotions to make business value in real life. I once went to Auchan to buy a birthday present for my son. I am faced with a dazzling array of small gifts, all of which are very expensive. A shopping guide aunt in her fifties came to recommend a tumbler to me. She said, my little grandson loves this, and your son must like it, too. Say that finish, eyes full of love. Actually, I don't like tumblers. On the one hand, the price is high; on the other hand, my son prefers cars. But I was defeated by that look, and I feel very sorry. Will she be sad if I don't buy it? I said to the shopping guide aunt: this tumbler is really good! I did not hesitate to borrow some money from my colleagues who came with me and bought it. Later, I went to Auchan several times and found that the shopping guides in the children's toy area were basically people in their forties and fifties. I think this is really a good strategy. If it was recommended by a shopping guide around the age of 20, I might buy a car. Therefore, in operation, we must try to balance the conflict between user value and business value. Today's digital operation methods, such as fine operation such as layering and segmentation, including the popularity of recommendation engines, are helping operators to balance the relationship between the two. In addition, operations also need to have another key capability: maximizing business value! Key operational capability II: Maximizing business value Let's see what business value is! What is commercial value? Business value is what you want users to do most in a round of operation. For example, in the community, I am most eager for ugc, and the number of UGC on that day may be your commercial value; I long for more people to participate in an activity, so the number of participants is your business value. So no matter what operation methods you use, such as improving satisfaction, word-of-mouth communication and brushing friends circle, these are all operation methods, including user operation, content operation and activity operation. The purpose is commercial value. Evaluating the level of operation lies in business value. If you do100000 traffic and the result is not helpful to the business, it is a failure. When I was doing channel operation in an e-commerce station, I was the only one in charge. When I first started to do SEO, the traffic increased from 7000 to 1.2 million, and I was also named the best of the year, and there were bonuses. I went to ask the big boss for a reward. I said to my boss, hey, boss, look, I have made such great achievements, and my traffic has increased by 10 times. Can my salary be increased by 10 times? The boss said, Han Li, let me show you something. He took out a statement and said, you see, this is the only data I reported to the chairman. At first glance, there are only two fields in his report: monthly sales, month-on-month growth. I was speechless directly, and went to the station in despair, thinking about what to do to get a raise. Later, I decided to give up SEO and set up my own sales alliance. After half a year, sales have come up. SEO and sales alliance are both channels, and SEO is more suitable for long-term operation. Sales alliance is precise, emphasizing trust and endorsement. Later, I also did something to maximize the commercial value. I found that among the 120 members of the sales alliance, 10 has better benefits to help them earn money themselves. The sales alliance in the education circle generally has a higher commission ratio, about 50%. I told members of 100 that if you can achieve 100w in a year, I will. Sometimes people say that the goal of the activity has not been completed, but the idea is quite good. What's the use? You brush the screen in the circle of friends, and you brush the mushroom cloud, which is not helpful to your key business, and that is failure. What is the maximization of business value? This is the key capability of operation. Let me give you a few more examples: 1, the swimming pool is a product, where is the location, how big is the area, how to configure the software and hardware facilities, how to control the water temperature, how many security guards are equipped, and so on. These are products to consider, and these are services; So how can the swimming pool make a profit, attract new users, determine the price, be a retail investor or a member, and how can members make package combinations according to the needs of users, such as annual cards and supplementary cards in the membership system? These problems need to be solved by operation. The swimming pool is a daily active user, that is, how many people come every day to make a profit. Otherwise, it is a waste of idle resources, especially when few people come to swim in the morning, and open up new profit models, such as swimming training, to fill the time gap. Ensure that every time point produces benefits and does not waste resources. In addition, based on the core business of swimming, many swimming pools will open up peripheral businesses, such as selling swimsuits, swimming caps, swimming rings and other commodities, as well as catering sales in the lounge, which are the embodiment of maximizing commercial value. Swimming pool example 2, Baidu is the best case of maximizing commercial value. I don't say that everyone understands that the money earned is not clear. Moreover, a traffic will even be broken into several petals and earn several dollars. For example, introducing the traffic from Baidu's web pages into Baidu's own products is a very business-conscious example of maximizing the value of traffic. I have always had a goal, and that is to beat Li Han of the badminton national team. I have worked hard for this for three years. At the best time, Baidu searched Han Li, and I ranked second, but most of the time, Baidu Encyclopedia, Baidu Pictures and Baidu Videos always occupy the top three positions on the home page. Baidu guides itself. Let your SEO level be superb, and your army is hard to conquer. Baidu's value maximization example is similar to the focus map of many websites, which are all fancy. Very affecting the experience. When I used to operate the focus map area, I found that the funnel was obvious. There is basically no traffic in the last picture, but corporate customers just want to go to the focus picture, so there is no way. The website is happy to open up more focus areas. When I first came to Beijing, I lived in a village near Haidian Bookstore. My hair was usually cut in the village, and it was 6 yuan at that time. Later, I made a design signature on the overpass, earned 50 yuan, and wanted to go to a bigger barber shop for a handsome haircut. Then I ran to Haidian Bookstore. After entering the door, I met an acquaintance, the guy who cut my hair in the village. He jumped ship. Then he cut my hair at 20 yuan's price. You see, the products and services are the same, and they are all made by one master, but in different stores, the price of haircut is different. Some people say it's because of the location. Diaosi Barbershop is expensive in rent and also serves tea and water, which is the means for users to operate. Assuming the same location, it is definitely better to take an air-conditioned one at your door than not to say that it is air-conditioned So I especially like to go to the village to see the copy of the barber shop. How do they compete? Besides copywriting, what is their price combination? How to sell health care products to you when having a haircut? And what's the difference between the menus of those small restaurants? How does the small boss of the vegetable market drink and bargain? How do I get excited when I go to the foot massage shop to experience their promotion methods? Talk a little too much, that's all. In short, find inspiration for operation from life, and the operators are all in the private sector, because it is too grounded. 4. Look at the picture below first. I found it from weird behavior, and I can learn the skills of maximizing business value well! Examples of Weird Behavior For these two marketing schemes, the author made an AB test experiment, and the commercial results are as follows: Scheme A: single electronic version, 59 dollars, 16 people pay for the printed version, 125 dollars, 0 people buy the set meal, 125 dollars, and 84 people buy the B version, 59 dollars. I used this method when I opened a Taobao shop to sell e-books. Only 20 UVs come a day, but basically there are 15 orders. There are several books in each shopping cart. We put aside things like copywriting and visual design, and only talk about product mix. Xu Shunying's book "Mass Outflow" is very popular. On the first day, it became 10 and sold 19.90 yuan. The next day, when I continued to sell the single copy of Massive Outflow, I made a package combination, which combined Massive Outflow and the unsatisfactory I am a Catalogue. The price was 2 yuan, only one penny more expensive than the single copy. As a result, I sold 30 copies of the set meal the next day, and I earned 60 yuan. Look, putting a bait in is very powerful. Later, Taobao may think that I understand human nature too well, and all major publishers and authors complained about me, so Taobao closed the store directly for me. I haven't solved it yet. Look, maximizing business value is very interesting, and understanding human nature is always the killer of operation. After understanding the above long speech, how should we quickly change from an operation post to an operation post? From operation to operation, the road to rapid transformation is 1. To operate, we should focus on the core business and achieve the core effect. This is not much to say, that is, you must find ways to grasp the core indicators, and all other indicators are for you to optimize the core indicators. 2, fully understand the boss, because? Boss = business? This formula is never out of date, as long as there is an employment relationship, this formula exists. So the operation is boss-centered. This sentence is a bit modest. In other words, the operation is centered on the boss's goal, and the boss's goal is always sales volume, active users and cost? I have always been willing to admit the reality that the boss must be a business expert, because he can be the boss. Their strategic vision and business purpose are beyond your reach. Therefore, around the boss, there must be a few die-hard employees to follow. 3. Accepting high kpi is actually an attitude problem. Every unit should complain loudly and admire nothing when formulating kpi indicators. Personally, I never argue with my boss on this point. After all, the arm can't beat the thigh. One sentence that many people like to say is: How can you be so sure of kpi? You have to deduce from historical business data, and think about your goal, true grandson. So I met many people who complained, or took the initiative to go to another platform to continue complaining because the kpi was too high, or was ordered to drop out of school by the boss. Over the years, I found that I didn't complete kpi several times, and I didn't see my boss deduct my performance. Later, I summed it up: the proactive attitude of the Internet is more important than kpi, and the boss may just want to see your attitude. In addition, the boss has set such a high kpi, and he must have good ideas. Maybe he knows Li Kaifu and Ma Yun. As long as you are given a resource, your kpi may double. Therefore, I have always regarded my boss as my biggest mentor. When you have nothing to do, secretly observe the boss's movements, steal the boss's personal resources, and learn how to do business with the boss. This is the best experience in operation. Author: Han WeChat official account: weboper