Introduction: e-commerce and the Internet, the environment is more complex, the platform e-commerce Ali growth slowdown, and mobile e-commerce accelerated verticalization, scenarios, socialization, such as honey bud 2 years time platform GMV has reached 2.5 billion, valuation of more than 8 billion. At the same time, the competition between the giants is more fierce, merger, waves, the United States mass merger, Ctrip, eLong, where to go merger, 58, Catch up with the merger, drop hit the merger and so on ......
The body
Shakespeare has a famous saying: one thousand people in the heart of a thousand Hamlet, in the thousands of Internet user experience, each operation can be a long sleeve.
Have the honor of joining Jingdong in 2015 to do something, more fortunate that before this I have worked in both consumer IT companies, but also in the B2B industry, both as a brand and marketing department head, but also as a product leader. So when I joined Jingdong to do operation work, the user, the product understanding is richer, more comprehensive, feel and the user is also more intimate, this all stems from the previous accumulation, of course, also have more learning, experience. This year, the work is very busy, but also habitually always find time to think about something, write something.
One, the preface: road, are walking out!
2015, seems to be a year that makes people quite emotional. For individuals to join Jingdong JD.COM, to become a member of this entrepreneurial team for more than a decade, to do a valuable, dream career, and the team to create a trillion-scale national enterprise! In this year, every day is like a rabbit running wild, non-stop forward, busy has become the main theme of every day!
For e-commerce and the Internet, the environment is more complex, platform e-commerce Ali growth slowdown, while mobile e-commerce accelerated verticalization, scenarios, socialization, such as honey bud 2 years time platform GMV has reached 2.5 billion, valuation of more than 8 billion. At the same time, the competition between the giants is more fierce, the merger, waves and waves, the United States mass merger, Ctrip, Yilong, where to merge, 58, Catch up with the merger, the merger of drops and so on ......
The market environment can be said to be a day a thousand miles, just like the Internet conference, "the red Godfather! The market environment is really fast, just like the "red godfather" in the Internet conference, the paragraph, the eyes open, the times have changed! This year, I empathize with this sentence, the so-called "Internet speed" more profound. Although Jingdong as the flagship of the field of e-commerce, has long been no shortage of traffic, strategic clarity, but the two strong meet the courage to win, in the friends, competitors continue to innovate and iterate, as the 3C operation, the brunt of the prospective breakthroughs have to be done well, the position can not be lost! DDT CEO Cheng Wei at the beginning of the year to talk about entrepreneurship, said: when you work hard to no way out, God will open a window for you ...... I think the most want to express a layer of meaning in this sentence is: the road, are walking out! This is also in the Jingdong this entrepreneurial team learned a vivid lesson, the operation should have the "insecurity" of professionalism, should go to learn to "walk, and out of the business of their own way"!
Join Jingdong this year, across to the user-centered, advocate the spirit of craftsmanship, agile iteration, the ultimate user experience, Internet of Everything, platform ecology, etc. for the core strategy of the Internet e-commerce, is a past user-centered career aspirations in the C end of the personal practice, but also lucky! It can also be said that to do a good job in product operation, brand PR awareness, marketing awareness, product awareness, project management awareness, hardware and software product integration operation thinking, sales management thinking, etc. are still indispensable thinking system.
Doing operations in Jingdong, more so that each employee to learn and y absorb the risk control ability to become a professional habit, this ability is reflected in the risk of billion cash flow security, the safety of the billion user experience, DT-level system architecture security, the security of the billion customer demand security, the security of the billion supply chain management capabilities, the security of the billion order operational performance! ......!!!
Two, e-commerce, return to the essence of retail!
The art of war has said: those who do not plan for the ages, not enough to plan for a time, those who do not plan for the overall situation, not enough to plan for a region! Do a business, do a good job of a product operation, first of all, it is necessary to understand what its core logic is, what is its essence.
In business, in the "creation of Jingdong" this first book about the complete development of Jingdong history and strategy of the work, the opening preface, Mr. Liu personally preface, condensed the essence of e-commerce: the return of the essence of retail!
Retail, from the beginning of mankind's birth, has become a human instinct, one of the core needs of survival. With the era of product trading, the scale of change, this most ancient needs have evolved. But regardless of the age of navigation, or industrialization, or today's Internet + era, the logic of the nature of the transaction between people remains unchanged, even if the current B2C, B2B, C2C and other modes, but also still to meet the needs of each individual on the material. As shown in Maslow's hierarchy of needs theory, any level is inseparable from the "product trading, to meet the needs", from low to high, especially health, physical, rest, life in kind needs, and seek the origin of not much change.
The book "Creating Jingdong" also mentions that through online channels, Jingdong can save consumers a lot of shopping costs. Therefore, the origin of Jingdong is nothing more than the use of the Internet, new consumer demand-oriented, and constantly make breakthrough business model innovation, so as to reconfigure the supply chain system to achieve the purpose of reducing costs and improving efficiency, and ultimately create value for consumers. This follows the essence of the retail industry is still retail - to meet consumer demand. Jingdong's development and growth, has never left this essence, the future must also be centered around this essence.
Three, the Internet + retail e-commerce attributes: connectivity
From the business end, it is still to meet the needs of consumers for the purpose of still retail! However, "Internet + retail" has a unique and traditional retail properties, features, the rapid extension of the operating chain in the e-commerce, greatly enhancing the efficiency of the flow of goods, but also brought an unprecedented value of the user experience: connection.
As an operation, I work every day, facing the C-end user needs constantly to serve, to meet, we through constant practice, to realize the connection between the product and the user & connection, to realize the connection between the service and demand, connection.
Using an appropriate analogy: operation does not produce products, operation is only the demand porter!
Whether traditional offline operation or Internet operation, must be based on data! But through the Internet big data mining and analysis, we are better able to do what users think, anxious users anxious, and even through the system's intelligent judgment, predict the user's demand cycle, such as: in you have purchased food is about to run out, the system automatically promote the goods in advance of the replenishment, in advance of warehousing, and in advance to remind the user whether to buy! Let the user's life, always more than a loyal "contact", this connection is all the time, anytime, anywhere!
Jingdong's famous inverted pyramid model: the consumer is always first. Operations team through the use of IT, materialization. In Jingdong's famous inverted pyramid model: the consumer is always first, the model of "business-oriented" mode of operation directly promote the cost, efficiency, product quality, user experience, etc. greatly optimized.
Furthermore, the "business-type" operation mode also helps each "category operation management" to be more extreme and refined. For example: Jingdong constantly innovate intelligent logistics, through the system of intelligent traceability, big data calculation, can be estimated to where each warehouse built, can effectively reduce the number of goods handling, but also directly for the supply chain to save a lot of cost, in the category operation side, we often use this advantage, such as in the Spring Festival and other holiday promotions, highlighting, emphasizing the value of Jingdong logistics, greatly enhance user expectations, reduce user fear, improve ROI, and improve the user's fear, the user's fear, the user's fear, the user's fear, the user's fear, the user's fear, the user's fear, the user's fear. And these are the bits and pieces of my daily operational work.