Under the thinking of e-commerce, how are products operated and managed?

Introduction: In terms of e-commerce and Internet, the environment is more complicated, the growth of platform e-commerce Ali slows down, and mobile e-commerce accelerates verticalization, scene and socialization. For example, GMV, the platform of honey bud, reached 2.5 billion in two years, with a valuation of more than 8 billion. At the same time, the competition among giants is more intense. The merger of Lian Heng is magnificent, Meituan and Volkswagen merge, Ctrip, eLong, Qunar, 58 merge, market merge, Didi merge, and so on. ...

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Shakespeare famously said: There are a thousand Hamlets in the hearts of a thousand people. In the experience of thousands of Internet users, every operation can be a long-sleeved dance.

Fortunately, I added JD.COM to do something on 20 15. Fortunately, before that, I worked in both consumer IT enterprises and B2B industries, both as a product and as the head of the brand and marketing department. Therefore, when I joined JD.COM to operate, I got a richer and more comprehensive understanding of users and products, and I felt more intimate about users, all of which came from the previous accumulation, and of course I learned more. This year, the work is very busy, but I also habitually take time out to think about something and write something.

First, preface: the road is out!

20 15 seems to be a very touching year. For individuals, join JD.COM JD.COM, become a member of the team that has been in business for more than ten years, do a valuable and dreamy career, and work with the team to build a trillion-dollar national enterprise! In this year, every day is like a running rabbit, constantly rushing forward, and busyness has become the main theme of every day!

For e-commerce and the Internet, the environment is more complicated, the growth of platform e-commerce Ali slows down, and mobile e-commerce accelerates verticalization, scene and socialization. For example, GMV, the platform of honey bud, reached 2.5 billion in two years, with a valuation of more than 8 billion. At the same time, the competition among giants is more intense. The merger of Lian Heng is magnificent, Meituan and Volkswagen merge, Ctrip, eLong, Qunar, 58 merge, market merge, Didi merge, and so on. ...

The market environment is really changing with each passing day, just like the story of "the leader in red" at the Internet conference. When you open your eyes, the times have changed! This year, I feel the same way about this sentence and have a deeper understanding of the so-called "network speed". Although JD.COM, as the flagship in the field of e-commerce, has no shortage of traffic for a long time and has a clear strategy, when two strong people meet, the brave one wins. As a 3C operation, we are the first to make a forward-looking breakthrough, and we can't lose our position! When CEO Cheng Wei of Didi talked about starting a business at the beginning of the year, he said: When you work hard until there is no way out, God will open a window for you ... I think the most important meaning of this sentence is: the road is out! This is also a vivid lesson I learned from an entrepreneurial team in JD.COM. Operators should have a sense of insecurity and learn to "go their own way"!

In the year when I joined JD.COM, the core strategy of taking users as the center advocated craftsman spirit, agile iteration, ultimate user experience, Internet of Everything, platform ecology, etc., and jumped into the Internet e-commerce. This is a personal practice of the previous user-centered career appeal at the C end. I am also lucky! It can also be said that brand public relations awareness, marketing awareness, product awareness, project management awareness, integrated operation thinking of software and hardware products, sales management thinking, etc. are still indispensable thinking systems for product operation.

Doing business in JD.COM enables every employee to learn and deeply absorb the risk control ability that has become a professional habit. This ability is embodied in the risk safety of one billion cash flow, the safety of one billion user experience, the safety of DT system architecture, the safety of one billion customer demand guarantee, the safety of one billion supply chain management ability, and the safety of one billion order operation performance ...! ! !

Second, e-commerce, return to the essence of retail!

There is a saying in Sun Tzu's Art of War: Those who don't seek for the world don't seek for a moment, and those who don't seek for the overall situation don't seek for a place! To be an enterprise and do a good job in product operation, we must first understand what its core logic is and what its essence is.

In business, in the first masterpiece "Creating JD". COM, tells the complete development process and strategy. Mr. Liu personally prefaces and concisely expounds the essence of e-commerce: return to the essence of retail!

Retail, from the beginning of human birth, has become one of the core needs of human instinct and survival With the change of the era and scale of product trading, this oldest demand has also evolved. However, whether in the era of great navigation, industrialization or today's internet plus era, the essential logic of interpersonal transactions remains unchanged. Even the current B2C, B2B, C2C and other modes are still to meet the material needs of each individual. As shown in Maslow's hierarchy of needs theory in the following figure, any level can not be separated from "product transaction to meet demand". From low to high, especially the physiological needs of health, physical objects, rest and life, there is not much change in tracing back to the source.

The book Creating JD. COM also mentioned that JD.COM can save consumers a lot of shopping costs through online channels. Therefore, the origin of JD.COM is nothing more than a breakthrough business model innovation with the help of the Internet, guided by new consumer demand, thus reconstructing the supply chain system, achieving the purpose of reducing costs and improving efficiency, and ultimately creating value for consumers. This still follows the essence of the retail industry-to meet consumer demand. The development and growth of JD.COM has never left this essence, and the future must also revolve around this essence.

Third, the e-commerce attribute of Internet plus retail: connection

From the commercial side, or to meet the needs of consumers, or retail! However, "Internet plus retail" has unique attributes and characteristics different from traditional retail. The rapid extension of the operation chain in e-commerce greatly improves the efficiency of commodity flow, but also brings unprecedented user experience value: connection.

As an operation, I constantly serve and meet the needs of C-end users through daily work, and we realize the connection between products and users through continuous practice &; Connection, which realizes the connection and connection between services and requirements.

Use an appropriate metaphor: operation does not produce products, and operation is only a porter of demand!

Both traditional offline operations and Internet operations must be based on data! Through Internet big data mining and analysis, we can better think about what users think, worry about what users are in a hurry, and even predict the demand cycle of users through the intelligent judgment of the system. For example, when you are about to run out of food, the system will automatically prompt you to replenish the goods in advance and put them in storage in advance to remind users whether to buy them in advance! Let users always have a loyal "contact" in their lives. This connection is all the time, anytime and anywhere!

In JD. COM famous inverted pyramid model, consumers are always the first. Used by the operation team, materialized. In JD. COM's famous inverted pyramid model, consumers always come first, and the business-oriented operation mode in the model directly promotes the substantial optimization of cost, efficiency, product quality and user experience.

Furthermore, the "business-oriented" operation mode also helps each "category operation management" to be more extreme and more refined. Like JD. COM innovative intelligent logistics can predict where each warehouse will be built through system intelligent traceability and big data calculation, which can effectively reduce the handling times of goods and directly save a lot of costs for the supply chain. At the category operation end, we often take advantage of this advantage, such as highlighting the value of Jingdong Logistics on holidays such as the Spring Festival, which greatly enhances users' expectations, reduces users' fears and improves ROI. And these are all bits and pieces of my daily operation.