Understanding of "Product" and "Operation"
Many people may have a one-sided understanding of "product" and "operation".
"Product", literally, is easy to understand as the product produced is the product, only it is valuable, and then it can be sold.
If the products produced are understood as products, or a set of software is understood as a product, then the focus will naturally be on the production of equipment and the sale of a set of software as a profitable direction, and products should not only refer to production. Items or software.
Intangible services or technical middleware, or various other methods, as long as they can output value to users are called products .
A product is a composite of goods or services for use, and its value is measured by users .
Looking at product buying and selling from a service-oriented perspective, this should be the China-Taiwan service strategy often mentioned by Alipay, that is, to provide output value in the form of China-Taiwan cloud services as much as possible , rather than traditional sales. Equipment, selling software.
Products have the attributes of commodities, involving buyers and sellers. What is reflected between buying and selling is value, so it is a value existence .
The basic attributes of commodities are value and use value. Use value refers to the attributes that a commodity can satisfy people's needs, and value refers to the undifferentiated human labor condensed in the commodity. Value is the essential attribute of commodities , and use value is the natural attribute of commodities . The relationship between the two attributes of commodities is antagonism and unity. The undifferentiated human labor condensed in commodities is the value of commodities.
Often people tend to see the use value of commodities and ignore the essential attributes of commodities. For example, it is easy to think that a new item is produced, and the user is using it very well, while neglecting to provide a certain service, the user feels very good. It is easy to think of how much a device is sold, and ignore how much the service provided through this device is worth.
The cognition of products should be upgraded from the traditional selling of goods or software products to the dimension of providing valuable services. They are all products.
For example :
Suppose there is a need to recharge the card of the bus user.
Cardholders are very inconvenient, and often need to recharge the card, and it is even more troublesome to go to the outlets.
There are two ways to provide services to achieve goals, to facilitate users, and to do valuable things:
The first method is to sell a smart recharge terminal of several thousand yuan, and then arrange a dedicated person to be responsible for the cash register. Deployed to supermarkets, shopping malls or community drugstores and other occasions, allowing users to pay in cash or scan the code, and then operate the recharge terminal to input the amount to recharge the card, traditional mode.
The second way is to deploy a card reader that may cost a few hundred yuan or less, with networking and broadcast voice functions. Users can recharge through the official account or App, and then swipe on this to self-receive, a new model.
Both methods achieve the same goal. The first way, the equipment supplier may like it, because the equipment is very valuable.
The second method, although it is also user-friendly and the cost is low, the hardware does not make much money.
Which one would you choose? Which one would users like? Which one is more suitable for transferring, processing and storing more information with less energy ?
On the surface, the second type of hardware is too cheap to make much money. Equipment suppliers estimate that they don’t want the second type even if it costs less, but it’s not good for them.
But thinking about it from another angle, isn't it ultimately to provide services and make users enjoy convenience in either way?
Is the second method potentially gaining a lot of users and traffic? If the massive user resources of public transportation are harvested, is it worth it compared to the first solution?
For another example, if a card reader with a voice and wifi function is built that costs only a few hundred yuan apiece, is it good for the owner of the drugstore? If you follow the official account, you can recharge through the official account and then collect money through such a small device. A few hundred yuan of equipment may also be willing to buy, because it has both traffic and fans, which is much more convenient than spending money to distribute flyers and advertising. Even in the future, users can be chained to advertise or provide a service to buy drugs online.
Suppose there are 10,000 districts in a city, how many districts are there? Suppose, another fee is charged for each transaction...if there are one hundred thousand or two hundred thousand fans...if...
Such a small device can not only become an artifact of drainage, but also an artifact of sucking powder. Is the pharmacy owner willing to pay for these hundreds of dollars?
If the understanding of "products" is just a produced item or a set of software developed, it is easy to only think of a way to do it through the way.
If the understanding of "product" is that as long as it can provide value to users, it is a good product. It is easy to think of the second method and do it through the second method.
Internet-based companies also sell products, but their products are in the form of services. The advantage of cloud services is that there is not so much fragmentation, just one set of services, serving users across the country or even the world. And those who understand products in terms of hardware or software have always been profitable from selling hardware. Software is also deployed and sold one set of sets. It is difficult to accumulate and accumulate technology, and it is difficult to form a powerful software similar to an Internet-based company. Taiwan capacity.
This is the difference between traditional thinking and Internet thinking .
Differences in thinking lead to different directions of action and different results . This also answers the reason why the profit point of the best-selling gas meter is actually very low, and the profit of a few hundred meters is not enough for a self-service recharge machine. From the perspective of creating value with services, the number of recharge machines is small, but it is not the profit of a single device that is expected, but the value of the service ultimately provided to the user, which is far greater than the use value of the gas meter.
Youdian charger is a good product . It is also a high frequency and rigid demand for electric vehicle charging, and some have a minimum pre-charge value ranging from fifty to several hundred. It is facing a user group of millions of users in a single city, which is quite impressive.
Its profitability does not lie in hardware , nor can it be simply classified as operational , while ignoring its product attributes . The value of its output proves that it is a good product, and operation is only a means for them to promote the product .
Our traditional thinking seems to be that the visible products are the products, and software and services have become the selling points of auxiliary hardware. As a result, the hardware is more important than the software and services. The idea is to sell equipment and software. It is precisely hardware that is most easily copied, while software and cloud services can become technical barriers and core selling points. For example, Hikvision, can you make a camera device with higher definition than his, but can you sell Hikvision's security cameras? They also sell hardware devices, but you can't fight their back-end cloud service strength. Hikvision accumulates technology in the form of cloud services to output industry solutions and user value in this field .
What is operation?
There are many types of operations.
If a product is directly promoted by you, this is not operation, but sales. What is operation?
Some people say: Isn't operation the same as sales, just sell the products? If you understand it in this way, you can directly understand operations as sales, and there is no need to call operations. What is the operation?
Product operation is based on Internet products, with the lowest budget, the best path, the most efficient execution, and the most effective means to attract a large number of users, establish product barriers to competition in the market, and ultimately promote product profitability in the market, which is to optimize a product that meets users’ preferences. The product.
Activity operation , combined with products, combined with user portraits, has an effect of product promotion and user growth.
User operations are user-centric and follow user needs to set operating activities and rules.
In new media operations , companies or individuals use new media platforms to output content, then accumulate fans and gain traffic, so as to achieve the purpose of brand communication (familiarity, recognition, loyalty, reputation) or sales conversion.
Summary of Alipay’s training key points:
The product must be operated. The product must be polished to achieve the ultimate.
Understand the hearts of customers, understand their true demands, and create greater value.
What is operation?
Use the right method to guide the right users , and obtain the right service through the right product path = operation
Attached to listen to Alipay's sharing summary on mobile Internet operations:
Article address: https://blog.csdn.net/yyz_1987/article/details/102834877
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The above conclusions are just casual talk, may be mixed right and wrong, may be pure nonsense, but it doesn't matter. Right or wrong has no meaning, just an expression of personal opinion. But having said that, what the future is like, anyone who dares to say will be able to see and guess correctly. Time and practice are the only criteria for testing truth.