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User operation, according to the industry, is actually these four main contents: innovation, retention, promotion and value generation; According to the current fashionable statement, it is the practice of AARRR's operating concept. Below, I will talk about my humble opinion on the way users operate Xiaobai Road. If there is anything wrong, please include or suggest: 1. Clarify the performance composition and key points of the company or department, and formulate the annual user operation plan; 2. Looking at the historical practice, what can we learn from it and gain insight into where the incremental space is this year? 3. guide the work focus through AARRR; 4. Roughly speaking: the method of gaining insight into users; Performance composition and operation planning 1. Results-oriented. The establishment of KPI is very important for user operation. Simply put, it is to be a new customer and an old customer. Then we need to know what is the contribution ratio of new and old customers' performance at present, what is the trend, what proportion should be achieved, and what direction should we take to make the company or department develop for a long time? These are all points that we should think about. Generally speaking, the KPI reference indicators of user operation post assessment are as follows: the number of new customers, the number of new customers GMV, the number of active and old customers GMV, the repurchase rate of new customers and the marketing rate (the main KPIs before were the number of new customers and the repurchase rate of old customers). Then we can disassemble the performance ratio of new and old customers according to the historical past and industry situation, and then deduce how many new and old customers were needed in that year according to the customer list of new and old customers, so that the company or department can achieve the growth performance this year. After the annual target is set, we can introduce our new and old customer targets corresponding to each month through queue analysis combined with historical monthly or daily retention. After the goals of new and old customers are set, can they be implemented? Don't worry, maybe you need to think about the direction and strategy of operation first. New guests really have to do so much, how to do it? In addition, is there no room for improvement for old customers? We still need to think about these issues. 1) When the repurchase rate of old customers increases, can you share the pressure of some new customers? Can our repurchase rate be improved? 2) What is the new direction of new customers? Is it reasonable to set up new customers every month throughout the year? If new customers do more in the first half of the year, can you buy more in the second half of the year, and the performance will be easier to achieve? In addition, the spending power of the post-80s generation is very good, but do we have many new customers of the post-90s generation? The next 90 years will definitely be the main consumer. Should Racine pay more attention to the post-90s generation? 3) In addition, the performance targets of all departments and groups of new and old customers also need to be dismantled, which is conducive to the overall improvement. After KPI disassembly, we need to evaluate the above directional problems, adjust the disassembly goal, and guide the follow-up operation with the optimal direction and goal. 2. Looking back at the history, looking forward to what can be learned from the future history and what will be added in the future. Thinking 1: See how history (or competing products) works, and whether there is room for reference and optimization; When Bian Xiaogang takes over the user operation, he will first sort out a version of the company's innovative methods and means in the past and sort it into a white paper. What are the main growth points of new customers? Is there room for optimization? We should pay attention to the key projects of new customer growth. For example, new activities and tools include new customer exclusive price, new customer spike, new customer bargain, new customer team battle and so on. At this time, it is necessary to focus on stabilizing and optimizing the largest source of new customers; Explore the most potential new customer channels. Thinking 2: Where is the incremental space this year? According to the situation of the industry and the resources of our company, find the breakthrough point of increment. Last year, Bian Xiao worked as a user in an e-commerce platform, and found that the traffic of the whole industry was shrinking, and the dividend of e-commerce traffic was getting narrower and narrower. However, in this environment, Pinduoduo's social traffic on WeChat is growing against the trend, which is a good inspiration for us. We should also seize this dividend period. Therefore, taking advantage of the trend to make new customers on social traffic and put more resources on the game of team fighting and bargaining has also received good results, which is also a great incremental space. Because finding incremental space is a work with twice the result with half the effort, we must pay attention to it. 3.AARRR operation idea 1. Acquisition: The most direct and simple way to acquire new customers is to let them in through exposure inside and outside the station. 1) Acquisition of new passenger flow outside the station: In the e-commerce industry, the quality and accuracy of off-site delivery determine the quality of incoming users and the preferences of new customers. Therefore, in the acquisition of new customers, try to grasp the initiative from the source. For example, if you put it outside the station, you will use more wearable copywriting to attract new customers in the station, which must be the first choice for new customers. In the same way, if you need new customers who bid, you need to use data to promote colleagues who put in outside the station. Such as the company's strategic direction, customer acquisition cost, new customer conversion and a series of favorable data. 2) Acceptance of new passenger flow in the station: if the traffic outside the station comes in and there is no good acceptance in the station, new passenger flow will be lost; Therefore, the exposure resources in the station are very important, especially the exposure resources on the home page; Of course, many people will pay attention to the homepage resources, after all, this is the biggest source of traffic. At this time, we should also pay attention to all available corner resources, because there will be a long tail effect (the so-called long tail effect lies in its quantity, and all the non-popular resources will add up to form a larger resource than the mainstream resources). 2. Activation of new customers: After the traffic comes in, we need to consider how to activate these new customers, which is the most critical point of innovation. 1) Let's talk about the key data and see when to convert new customers. We can divide the new incoming traffic into two parts, one is unregistered visitors who have not placed orders, and the other is registered users who have not placed orders. If there are visiting users, we should focus on activating real users, that is, behavioral visitors, and understand their shopping needs and obstacles through their behaviors (browsing, collecting, buying, etc.). ). Match different marketing schemes according to different new customer behaviors. 2) So what do we have? Insight into the shopping motives of new visitors or newly registered users: First of all, what we just said can be used to gain insight into the shopping motives of users according to their behaviors. Their shopping motivation is price, practicality or novelty. Matching the right goods for new customers: matching the right goods according to the user's shopping motivation; Ultra-low price, good quality and low price goods; Still a large sample; Big-name goods that can lower the entry threshold for consumers; Or ... Star/IP; ③ Matching the corresponding gameplay of new customers: laying different gameplay for new customers with different channels and different demographic characteristics, shopping/bargaining can be conducted on WeChat channel, making it easier to attract and activate new customers. It may be easier to attract new customers in the station. Therefore, we can activate different gameplay according to different user characteristics, and the specific gameplay can refer to the above figure. ④ New customer retention mechanism: matching the funnel retention mechanism corresponding to new customers (from the moment visitors enter to the first order), some retention can be set without affecting the user experience, such as: if you don't buy after purchase, you can remind you to buy back by pushing or SMS, or if you don't buy, whether you can trigger high-quality user coupons within the cost control range to improve the purchase rate of the first order of new customers; Through the above methods, activate the pulled traffic and make them the new customers you want. After the new customer completes the first order, we must find ways to make him a user with two orders, three orders or more, so that they can buy again on our platform forever without loss. 3. Retention: At this time, in order to retain these users, we need to stratify, label and even operate thousands of people and conduct more in-depth life cycle research. 1) Research on user membership level, user volume and life cycle: ① User research, when I am operating as a user, I focus on the membership structure of our platform, whether the proportion is reasonable, which membership level is in urgent need of optimization, and which membership level is slightly optimized, which will make a great contribution to the performance? (2) In addition, the single-volume users are dialyzed to find out which single-volume users are the main users of key issues, and what are their characteristics? For example, too many orders indicate that the quality of Laxin is not particularly good, and it is necessary to change the strategy of Laxin and choose an optimal balance point. (3) Finally, in the life cycle of users, we also made a key analysis to gain insight into the law of users from active to lost, how many days users are the most active, and what kind of promotion can save how many days lost users. Through the study of life cycle, we can deduce the rhythm of our subsequent operation, which is of great significance to our later retention strategy. (The above are just three insight methods. In fact, there are more dimensions to analyze, which can be combined with the situation of your own company. 2) The idea of improving retention: When we understand the overall situation of our users, we need to formulate detailed retention strategies: ① Insight into the loss of users, whether it is because of the poor shopping experience of app, or the price, quality, logistics speed and recommendation algorithm of shopping; ② Establishing retention mechanism: The retention model is based on the study of users' life cycle. When is the user lost and no longer bought? The user recycling mode is to monitor the loss of users through some classified warnings, recycle users through push/SMS/email, notify users and prevent the loss of users. 3 Focus on giving you some retained gameplay: Bian Xiao, the gameplay I have contacted before is: exclusive price for two single users, periodic purchase, 7 days free mail, repurchase coupons, and return the price for lost users. You can play different games according to your own platform or the crowd situation of the company. ④ Product improvement can also promote retention: APP saves pop-up reminders, optimizes visual interaction, and optimizes shopping process: analyzes user loss from browsing-purchase-checkout-receipt, and improves user experience in all links, thus increasing retention and repurchase. 3) Retention and promotion complement each other: ① Observation point of promotion: First of all, we need to define what is an active user, how many days we have bought in our station, or how many days users have logged in. What is the retention of these users? What do they have * * * This is what we need to observe. 2. The idea of making users active: the measure of activity can be made according to the registration time of users; New customers need to cultivate users' participation from product functions and new tools, while old customers need to focus on analyzing the reasons for the decline in activity. How to make users more active? Grasp three directions: the conformity psychology of users, and tap the products that most users like; Commercial promotion and publicity exposure inside and outside the station; Virus spread, spontaneous commodity fun, platform mission. How to keep users active? The difference between active users and inactive users requires accurate crowd operation at the operational level, otherwise it will disturb users. How do core users operate? The higher the level, the better the maintenance, the closer the connection and the more benefits. Finally, the operation practice of promotion activities is described: during the preliminary work, a long-term incentive mechanism for users was established, and the membership system is one of them. Reasonable setting of membership level can drive users to grow; There is also a punching mechanism; Visiting/collecting/buying bonus points are all means to improve life; In addition, in the promotion and operation of e-commerce, long-term activities are essential. In the past, when I worked in an e-commerce company, there were periodic activities to promote activities, such as weekend surprises, monthly storms and so on. Then there is effective marketing communication and promotion activities. In the right direction, communicate in groups to promote users' active reply. 4. Revenue: When new customers come in and users stay, we need to think about how to make users contribute more value. What more and better services can we provide? Bian Xiao is a humble opinion. For the time being, there are only the following opinions, and exchange guidance is also welcome. One way is to upgrade consumption, which can improve the unit price of customers by guiding users to upgrade consumption. For a simple example, a new customer has purchased goods from 30 yuan and become our user. Then, can you recommend him to buy similar products from 50 yuan in the future, so as to gradually improve the consumption level of users? In addition, by taking orders to increase the price, users can buy more, which will promote the increase of customer unit price and contribute more value. Finally, through better service, let users become paid members. On the one hand, paying members earn membership fees, on the other hand, the shopping frequency and consumption amount of paying members will be better. Therefore, this is a good way to improve the value of ARPU, and it is also an idea to improve the retention, so it is also a piece of cake that major Internet platforms strive to seize. 5. Introduction: Self-communication is the highest and most ideal state when a product is ready, even to the extreme. 1) The product has a good experience and can solve the pain points of users. Personally, this is intrapersonal communication's first key; 2) In the design of operating gameplay, it is very important to encourage users to actively share without affecting the user experience. For example, some ways of playing, such as sharing commissions and buying sun sheets, can promote the self-dissemination of products. 4. The methods of understanding users are sorted out and then roughly described: methods of understanding users deeply 1) Quantitative analysis insight: Quantitative analysis includes industry data, historical transformation data and historical user behavior data; 2) Qualitative analysis insight: Common qualitative analysis includes: customer service feedback, questionnaire collection, cluster research and telephone call back. The above user operation ideas are my personal and practical humble opinions. I hope to communicate with you about your study and progress.