My narrow definition of user operation is to take the user as the core, the data as the guide, to the online means as the main, offline means as a supplement to attract users, enhance user stickiness and activity, so as to continuously improve the user experience and value of the process. The scope of work of user operation is that user operation mainly focuses on user value (pulling new, promoting activity, retention), user data, user experience three main directions of work. Some morbid companies will take the boss's idea as the user's idea. Thus "forcing" operations staff to follow the boss's ideas to do user operations. But for an enterprise, its essence is the synthesis of all user relations. So we should firmly believe that "people" is the core of the product. Maybe you will ask, is the boss is "people"? This problem, not discussed here in fact, the ultimate goal of the Internet product, itself is to continuously improve the user experience, we said to seize the pain point, demand-oriented, are not in the interpretation of this truth. That in the process of operating around the user, we need to constantly optimize the product features through data feedback and better serve the user. All user operation work is centered around the user. Under such a definition, the main responsibility of the user operation department is to gain insight into and plan the user experience, promote the optimization of each link in the user experience, enhance the life cycle of the user in the product and realize it at different stages. The 7 nodes of user operation based on the definition, we will find that user operation is actually around the people to do two things: one is to make the product experience constantly optimized, the other thing is to let the new and old users on the product "play" more enjoyable. Based on these two things, and finally promote product turnover cash. In this process, the product is constantly iterating, the user is also experiencing a long period of "from 0 to 1", the difficulty of operation is very big. From a macro point of view to see the whole picture of user operation, we can observe from the user and product perspectives. We first look at the user value perspective from the demand is aroused to the decision-making process of the user's seven operational nodes. Demand arousal: After clearly positioning the product and service users, what we need to do is to intercept the target users as much as possible, so that they are interested in our products or services. "Demand arousal" needs to be activated in the appropriate demand scenarios to help users from the perception of the initial demand match. For example, users often buy fruits offline, but not online, because the online purchase of fruits will be affected by the impact of logistics, which affects the online shopping experience. But for people who are accustomed to eating fruits but don't have so much time and mind to go to the supermarket to buy, there will be a pain point. At this time, Wumi Supermarket promises to deliver fruits to home within 2 hours, and users' needs are activated. Search and Interaction: Before users make a purchase decision, they need to search for cost-effective items through more channels. For example, searching the web, following V, checking online reviews, or listening to friends' opinions to get more comprehensive auxiliary information related to the product for judgment. At the same time participate in the interaction with the product, so as to finally make a decision to try it. We can also describe this process as simply "becoming a registered user of a product and becoming motivated to use it"! So, if you want to sell something, you need to create a buzz to assist users in making purchasing decisions. Not much to say here, the general operation understand! Use of decision-making: with the motivation of registered users, will produce a purchase or use behavior. This stage is what we often call registration activation and initial use of the product. What we need to pay attention to is to find the nodes that can stimulate users to convert and try the product. Through effective operation means combined with the use of the scene to let them make the first try. Purchase escalation: After the first purchase, users have three directions of choice: choose to repurchase, stay and use and observe a little more. From the retention data of many products, even if we cross the conversion threshold of the first consumption, the subsequent degree of user retention is still worrying. For product operations, the cost of maintaining an initial user remains high, and even the maintenance cost of a single user may exceed one hundred dollars. On the contrary, the maintenance cost of the old users will be lower and lower, and the output of high-value long-tail effect. Therefore, we need to pay extra attention to the high-value users in this segment to ensure that they return to the platform the number of times and each time they use the time, and screen the users who are valuable to the platform, prompting them to "from 1 to 2" of the transformation of the progression. For products relying on value-added services to realize cash, we can promote users to try more low-threshold functional services in this segment to increase the stickiness of use. Refined service: As users' interaction with the product continues to deepen, the platform's positioning of users is also refined. Through the user's big data modeling, it helps us to have many aspects of data interpretation of existing users. Through algorithmic analysis and differentiated services for users under different classifications, on the one hand, it makes the user input more effective, and on the other hand, through the big data mining more user labels and scenarios, it makes the commercial product experience more fluent. Repeat purchase: the essence of refined operation is to speed up the realization ability of the old users, after several times of purchasing and using the product, the user will remain relatively stable after a product-defined critical churn point, become a sticky user and will return to the platform on their own, and consumption will occur. At this stage, in addition to helping users through the safety period, it is also necessary to take rescue measures before users tend to churn. User word-of-mouth: In the product environment of perfect service and excellent user atmosphere, it is easy to have a high concentration of user word-of-mouth spreading effect. It can be centered on the product value and user interest, based on the perfect product ecology, to create a healthy operation of the product, the user, the brand in one of the user community. In this process, the user's initial decision to purchase period, the use of upgrading period, repeat purchase period and word-of-mouth dissemination period is the main node of the cycle of the user's value transformation, it is worth our attention.