Analysis of product operation based on AARRR model

Editor's lead: Piracy mode is often used in product operation. This model can help us to better analyze product operation and adopt targeted marketing. The author discusses it from three aspects. Let's have a look. Recently, I read some books on product operation, and when it comes to product operation, it must be inseparable from the piracy model, that is, AARRR model. This model can help us better understand the life cycle of users and carry out targeted marketing. Next analysis: AARRR model operation path: acquisition->; Activate->; Reserved)-—& gt；; Income->; Fission (introduction) I have compiled a common index and operation scheme of AARRR model, as shown below: Why should product managers study product operation? Here I use the golden section rule (why, how and what) to analyze: 1. Why do you do product operation? The job of the product manager is to create products that meet the needs of users according to their needs. It is common for companies to make their own products. If our products are all online, we haven't done product operation and promotion yet. Where will users know about this product? On the mobile side, do users search in the application market themselves? The natural traffic brought by this may be difficult to break through 10 thousand downloads a year. Product operation is usually ahead of the product. When the product framework is finalized, the product will be publicized, and the operation department will go to various channels to find the seed users of the product. For example, to make a trendy hand-made product, we should go to Bili Bili, Xiaohongshu, Tik Tok, Weibo, Post Bar, Douban and other channels to find communities about trendy hand-made products, find accurate users, promote products to users, and output product highlights according to users' existing pain points. For example, users are annoyed that there is no e-commerce platform perpendicular to the interest community. Based on the user's demand, the first step we should do is to plan the product based on the user's demand, make an MVP (minimum feasible product), verify whether it meets the seed user's demand through the MVP, and then carry out agile iteration on the product to meet the user's charming demand until it is exciting; Here's an example: basic needs: to meet the closed loop of users' communication in the community and to meet users' purchase of goods; Expected demand: when users buy, the coupons owned by users can be used in an optimal way; Excited demand: After purchasing goods, the logistics dynamics will be updated in real time and pushed to users. The reason of MVP design is to find seed users to verify products; We analyze it from the following dimensions: from the perspective of cost: the product development process takes a long time. If the product does not solve the core needs of users, it is a failed product. If the full version is released, it will waste more costs. Business perspective: In the Internet era, products are updated very quickly, and products need to be launched quickly to occupy the market. When competitors go public before you, when you develop a full version, user resources have almost been seized. At this time, user resources need to spend more operating costs to mine. When the product goes online, the first thing to do is cold start and inject data into the product. At this time, you can find a third-party organization to provide high-quality content for the cold start of the product, and then the first step of the AARRR model of product operation: pull new. If the operation is at the forefront of the product, the product has been laid out for several months when it was launched, and a certain number of seed users have been accumulated. They only need to publicize and offer a certain discount, and they can successfully divert water. It is very important for seed users to verify the product and decide whether the product direction needs to be adjusted, or that the product has no value and must be abandoned. Second, how to do product operation? Managing user life cycle through AARRR model: Racine->; Activate-> keep-> transform-> fission; The product itself has a product life cycle, which is divided into: initial stage, growth stage, maturity stage and decline stage. What should be done in each stage: start-up period: find seed users to verify product models; Growth period: product marketing, that is, innovation; Maturity: design marketing activities to realize commercialization; Decline: product backflow or transformation; Designing the second life cycle curve of the product, by constantly looking for new demand points and growing the second business curve, can prolong the life cycle of the product and produce greater commercial value. At the same time, in the product life cycle, there is also an operational life cycle: the start-up period: looking for seed users to test and optimize positioning and content (slow growth); Growth period: pay attention to growth channels and efficiency (rapid growth); Maturity: the account is basically finalized, paying more attention to brand and realization (slow growth); Decline period: the account has not made a big move for a long time, and the user activity has declined. At present, different types of products have entered the stock game. Take e-commerce platform as an example: Pinduoduo started from sinking market and expanded and split rapidly. At that time, Taobao was building Tmall, competing with JD.COM for the upstream market and relaxing its concern about the sinking market. When its eyes came back, Pinduoduo had already formed a certain scale. However, both Taobao and JD.COM have achieved strategic recovery. Taobao launched Juhua, and JD.COM launched Jingxi APP to compete with Pinduoduo to sink the market. Why play the game of market sinking? Based on the weakness of human nature, they like to take advantage of small things and enjoy goods with high cost performance. If Taobao and JD.COM both let themselves go, the sinking market users will gradually lose to Pinduoduo. However, it is difficult to add new users at present and it is necessary to retain old users. Since then, it has entered the era of stock games, and various platforms have begun to retain users. From the analysis of the operation chart, the operation chart is divided into the following stages: purpose, process, positioning, typesetting, content, promotion and profit. How to do it in each stage is carried out in the following dimensions: purpose: brand promotion, marketing ability, functional service process: registration process, data preparation, account process positioning: competitor analysis, And the analysis of various common operations at present: (1) Racine free strategy: Ruixing traffic purchase: headline virus sharing: Didi manufacturer pre-installed: Xiaomi brings a little information content marketing: soft text/audio/short users participate in resource exchange: BD resource cooperation (2) activate product functions: activate product value push strategy: APP content information push SMS push: promotion/marketing push Deeplink (deep link). : between apps/sharing pages/application direct mail marketing: marketing email push email marketing: marketing email push (3) red envelope retention strategy: Meituan APP red envelope coupon/SMS message push integral mall: sign in and punch in/get points for welfare virtual honor: virtual grade/medal of honor design content marketing: continuous output of soft text/audio/short video activity marketing: participation in activity interaction to obtain rewards community marketing: output high-quality content/enhance value and stickiness (4 Conventional conversion: free+paid mode advertising traffic: baidu promotion/portal banner advertising/headline information flow value-added service: QQ member /JD. COM PIUS members/game equipment e-commerce realized: Xiaohongshu/Taobao/Luo Ji thinking intermediary services: unconventional transformation of melon seeds used cars/Tmall: financial services: online chess and card data supermarket: data sale financing listing: venture capital financing/stock appreciation (5) fission friends help share friends/friends to share and increase the chances of winning. Summary: I think the essence of business is: business model × development space × competition barrier × corporate culture. The essence of Internet commerce is: