To be honest, I can't tell you what the operation is for. Not to mention how to explain my work to my parents in a completely different era. Because the work content of e-commerce operation is too complicated and chaotic. Study the user experience of the website today, hold another activity tomorrow, write a soft article the day after tomorrow, and send an external link the day after tomorrow. Check the information, make a report, make a plan, just ask the technical team to get the code, urge the artist to change the picture, find a copy, and find customer service. In short, it is a role of soy sauce.
First, the ability to locate the market.
Positioning the market is from the perspective of products. An operation should have its own opinions on the choice of products, and can't blindly believe the data. This is certain that someone will refute me. They will say that doing business in Taobao does not look at the data. Then what should we see? I am not denying the importance of data. I'm just saying that people should not be too superstitious about data sometimes, because data may not be true. For example, according to market data, the market of mobile phone case is definitely larger than that of keyboard film, but if you plunge into the mobile phone case industry, you will find that the fact is not as simple as you think. The biggest difference between Taobao and offline business is that customers are all over China, so even the smallest industry will have great market demand in Taobao. The key depends on how we position and package our products.
Second, the ability to view data.
The viewing data includes a wide range, including main drawing data, detailed list data, product data, customer data, market data, promotion data, seo data and so on. As an operation, we should not only clarify the exact meaning of these data, but also clarify the application significance of these data. Because the store is a whole, the data of any part will reflect some problems. What the operation needs to do is to summarize the observation data and draw conclusions according to the data to support the next optimization scheme. For example, if we don't analyze the reasons for the rise and fall of store traffic, we can't avoid making similar mistakes in the future, and we can't improve our operational ability.
Third, the ability to diagnose the store.
The scope of diagnostic shops is also relatively wide, including visitor trends, product sales, marketing strategies, promotion effects, activity performance and so on. Not only do you need the ability of data analysis, but more importantly, you need clear thinking. We should learn to understand the store problem from some clues. For example, if you find that a certain dynamic score of a store has decreased for no reason, will you simply think that there is something wrong with it? You should know that the rating of buyers is very blind. If he is in a bad mood, he will not give you a low score just for a certain score. So what we have to do is to make buyers feel that they just need to buy our products. As for how to feel good, this is a problem that you should seriously consider.
Fourth, the ability to lay out products.
Is the product updated regularly or laid out once? Is the product promoted in the whole store or focused on building? Are the products separate or combined? Is the product pricing as low as possible or take the high-end route? These are all issues that need to be seriously considered in operation. It is very necessary to provide a good supply chain for new products regularly. One-time layout of products is the practice of small sellers. Of course, the real test is to select funds and focus on building them later. Once there is a tendency to explode, it is necessary to concentrate all the resources of the store for promotion (of course, not every baby is suitable for the explosion route, and the explosion is risky). Once the explosion is formed, it is necessary to consider whether it can be linked with other products to drive other products. Only in this way can the store continue to grow. As for pricing, we should start with crowd positioning. Always remember that no matter how expensive things are, some people think they are cheap, and no matter how cheap things are, some people think they are expensive and will be very picky.
V. Overall control ability
Operation is not only an executor, but also a coordinator in many cases, which requires more capabilities. For example, the artist has no operational ideas. What the operator needs to do is to accurately express the idea or scheme to the artist, instead of directly letting the artist paint or make details, and in turn accusing him with various nitpicking or dissatisfaction; For another example, due to the change of marketing strategy, the artist changed the main picture, and the customer service did not modify the coping strategy in time, which easily caused team conflicts. At this time, operation is the helmsman of global control, and it is necessary to coordinate the functions of various departments and try to make zero mistakes.
Sixth, marketing promotion ability
Marketing promotion is not only the ability to promote, qualified operators do not need to be proficient in specific operation methods, but still need to understand the principles of ideas and principles, and should focus on the overall operation direction of the store. For example, operators can not drive through trains, but they must understand the basic principle and promotion mode of through trains. Only in this way can artists and promotion departments be guided to cooperate more efficiently.
Seven, the ability of crowd positioning
Crowd positioning is very important in today's e-commerce industry. If you don't have a good positioning of your own people or don't have this concept at all before making products, you just blindly make products, promote them and find traffic. The more you do, the faster you will die. Imagine why some clothes can sell for dozens and some can sell for thousands of dollars. Actually, it's still that topic. You should always understand that you are dealing with sellers from all over China. The more people there are, the more population classifications there will be. Moreover, in today's personalized era, if the positioning of stores or product groups is not accurate, it means that the traffic given by Taobao is not accurate in the future, and the conversion rate is bound to be poor, so it is too late to cry.
Eight, the ability of selling point mining
Selling point mining is actually based on crowd positioning. Only by positioning the crowd well can we accurately tap the selling points and reasonably express them to accurate consumers. For example, I want to make a ladies' bath lotion and find a high-quality keyword that is very relevant to the baby, called "lasting fragrance and whitening of bath lotion". Then how do you suggest me to design my main picture and details next? I will definitely use the two core selling points of fragrance retention and whitening in my main picture and details, which can be displayed intuitively in the form of comparison before and after use. Of course, operators don't have to understand design, but they should tap selling points and guide artists.
Nine, the ability of marketing strategy
Marketing strategy is the driving force of store growth. For example, new discounts, holiday discounts, clearance processing, activity promotion, full postage reduction, parcel marketing, etc. Are skills that operators are proficient in. The makers and controllers of all these strategies must operate, and it is necessary to make a summary of the effect evaluation after the real-time marketing plan in order to prepare for the subsequent marketing strategy planning and formulation.
X. Ability to summarize data
The primary stage of operation must be data, which is the direct indicator of the store. If you want to see problems and clues, you must learn the ability to summarize and analyze data. In addition to directly reading the reports of business personnel and other tools, it is also very necessary to make your own forms and summarize them regularly. For example: Taobao resources summary table, store-wide operation data summary table, store activity sales report table and so on. All these need to be accumulated step by step in the process of opening a store to form their own style and skills.
Generally speaking, running this job will not have specific tasks and contents, but will only give you a general goal, which is to make the website or platform profitable and make achievements. Generally, after joining the company, the company will not have a very clear work arrangement. Operation is a post that tests people's subjective initiative. You need to constantly find problems by yourself, actively think about various schemes, study data, analyze trends and actively coordinate company resources. Otherwise, you will never get grades and feel that you have nothing to do. This is the role of soy sauce. Especially in the operation of large internet companies, it is sometimes necessary to find business opportunities and conceive projects by yourself. Therefore, the operation is not nothing to do, but there are too many things to do and I don't know where to start.
None of the Internet operators are normal people. I know a person who is engaged in WeChat marketing. He has more than 20 micro-signals, some are engaged in event planning, some are full of whimsy, and some are engaged in website operation. They all became half hackers. . . . . .
Of course, this profession also has its advantages. It is easier to start your own business. Because you have been operating for a long time, you always think from the perspective of the company boss. How to make the platform get customers and generate profits, you are a "small boss". You need to cooperate with every functional team of the company and be familiar with the whole business model and platform operation of the company.
So it is easier to accumulate entrepreneurial experience. Many people who have some experience in e-commerce operation finally go it alone, or basically have their own part-time jobs, or have their own websites, or have their own online stores, or have their own media resources. Or take on some personal work for the operation. There is a very popular article in Paidai. Com that "the operation that can't go it alone is not a good operation" seems reasonable. Every position has its advantages and disadvantages. Beneath the glamorous appearance, there is often unknown helplessness and pain. So no matter what occupation, we only have one choice, and we must love it when we choose.