What is operation and how to do it well? Operation exists in every industry -- Internet, finance, games, education, etc.; Operations exist in every department -- products, marketing, sales, etc.; Operation functions include product operation, content operation, user operation, activity operation, etc. Operational capabilities include planning, copywriting, design, delivery, etc. So, this kind of work is too miscellaneous, seems to have no technical content. But based on my observation, every position needs to have operational thinking, because the core of operation is to pull in, retain and transform, which is the underlying link applicable to any business model. Next, I will talk about the operation development of Internet companies from three perspectives: recruitment, retention and transformation. The growth of short videos has peaked as Douyin has passed the 600 million daily mark.

From wechat's wild plus mode, wechat business mode, community operation, fission mode to the barbaric increase of short video, matrix development, personal IP, live broadcast, the most effective way to pull a new way is public domain + private domain, free + release. Public domain refers to the current algorithm-based recommended short video platforms, including Douyin, Kuaishou and XiaoHongshu; Private domain refers to wechat; Free refers to users acquired through pure content operations rather than through delivery; A launch is a user acquired through a paid stream. I'm not going to get into the underlying logic of the business here, but what professional skills can take us from a newcomer to a solo business leader. At present, for the overall business, the importance of the public domain is much greater than the private domain, so the following focus on the four major capabilities of the public domain trading. (1) Benchmarking imitation ability. Imitation is a very important way of thinking. I don't recommend any project to be built on the basis of a visionary idea. It's better to have people who have already done it, even if they are from other industries.

If the project runs smoothly, the operator has made the right choice, so the best way is to follow their route. We can save a lot of trial and error. (2) Business sorting ability. The business leader must have the ability to clean up the closed loop of the business, and I also recommend that new people try to clean up. We can use documents, tables, mind maps, flow charts, Gantt charts and other tools to comb through the whole process of business, so that we have a map. In the process of combing, firstly, detailed research should be done, including expert interview, questionnaire survey, data reference, field survey, etc. If there is no detailed research basis, the foundation of the whole project will be unstable. The second is to do detailed calculation, to calculate the cost of the project, income, return on investment, through the data, estimate the project manpower and capital input, project cycle, key nodes and return cycle (in strong companies, this work is usually done by business analysts, but it is better to learn these, it will make your understanding of the business to a higher level); Third, we should dare to estimate. In the early stage of the project, there must be some data that cannot be calculated clearly. We should dare to shoot figures according to our intuition, which can be used as the baseline for subsequent adjustment, so that the project can start running first. Fourth, we should constantly improve in the process. The projects are adjusted as we go along; Fifth, we should learn to control risks. We should control project risks as we do investment. We should avoid worrying too much or ignoring risks. (3) Content ability. Content capability determines the proportion of free traffic and the efficiency of delivery. What is free traffic? It is the core of reducing business cost and increasing business income. The content can be refined to how to write the copy, how to choose the title, how to shoot the short video, how to choose the name of the product, how to choose the name of the activity, etc. Don't underestimate the content, an excellent marketing copy, can save tens of millions of dollars for the enterprise advertising fees. The efficiency of delivery is based on the quality of the content. Now we all know that short video is important and live broadcast is important. In order to do a good job in short video and live broadcast, business leaders had better understand the content, otherwise it is difficult to improve efficiency. (4) Fine operation ability. When it comes to free traffic and paid traffic, as the competition heats up, we can obviously feel that the quality of the content is climbing, so the acquisition of free traffic will become more and more difficult, therefore, the core of determining whether the business can be profitable becomes the fine operation ability. For example, can you optimize the live broadcast, can you optimize the transformation link... The impact on sales can be significant. Thank you for seeing this. In fact, I am still relatively new, and I can share this experience with you because I have experienced a lot of career choices and challenges. For the future work and life, to borrow a word, "be self-centered", feel their own changes and growth, and look forward to more opportunities to share and communicate with you in the future.

What is operation and how to do it well? Operation exists in every industry -- Internet, finance, games, education, etc.; Operations exist in every department -- products, marketing, sales, etc.; Operation functions include product operation, content operation, user operation, activity operation, etc. Operational capabilities include planning, copywriting, design, delivery, etc. So, this kind of work is too miscellaneous, seems to have no technical content. But based on my observation, every position needs to have operational thinking, because the core of operation is to pull in, retain and transform, which is the underlying link applicable to any business model. Next, I will talk about the operation development of Internet companies from three perspectives: recruitment, retention and transformation. The growth of short videos has peaked as Douyin has passed the 600 million daily mark.

From wechat's wild plus mode, wechat business mode, community operation, fission mode to the barbaric increase of short video, matrix development, personal IP, live broadcast, the most effective way to pull a new way is public domain + private domain, free + release. Public domain refers to the current algorithm-based recommended short video platforms, including Douyin, Kuaishou and XiaoHongshu; Private domain refers to wechat; Free refers to users acquired through pure content operations rather than through delivery; A launch is a user acquired through a paid stream. I'm not going to get into the underlying logic of the business here, but what professional skills can take us from a newcomer to a solo business leader. At present, for the overall business, the importance of the public domain is much greater than the private domain, so the following focus on the four major capabilities of the public domain trading. (1) Benchmarking imitation ability. Imitation is a very important way of thinking. I don't recommend any project to be built on the basis of a visionary idea. It's better to have people who have already done it, even if they are from other industries.

If the project runs smoothly, the operator has made the right choice, so the best way is to follow their route. We can save a lot of trial and error. (2) Business sorting ability. The business leader must have the ability to clean up the closed loop of the business, and I also recommend that new people try to clean up. We can use documents, tables, mind maps, flow charts, Gantt charts and other tools to comb through the whole process of business, so that we have a map. In the process of combing, firstly, detailed research should be done, including expert interview, questionnaire survey, data reference, field survey, etc. If there is no detailed research basis, the foundation of the whole project will be unstable. The second is to do detailed calculation, to calculate the cost of the project, income, return on investment, through the data, estimate the project manpower and capital input, project cycle, key nodes and return cycle (in strong companies, this work is usually done by business analysts, but it is better to learn these, it will make your understanding of the business to a higher level); Third, we should dare to estimate. In the early stage of the project, there must be some data that cannot be calculated clearly. We should dare to shoot figures according to our intuition, which can be used as the baseline for subsequent adjustment, so that the project can start running first. Fourth, we should constantly improve in the process. The projects are adjusted as we go along; Fifth, we should learn to control risks. We should control project risks as we do investment. We should avoid worrying too much or ignoring risks. (3) Content ability. Content capability determines the proportion of free traffic and the efficiency of delivery. What is free traffic? It is the core of reducing business cost and increasing business income. The content can be refined to how to write the copy, how to choose the title, how to shoot the short video, how to choose the name of the product, how to choose the name of the activity, etc. Don't underestimate the content, an excellent marketing copy, can save tens of millions of dollars for the enterprise advertising fees. The efficiency of delivery is based on the quality of the content. Now we all know that short video is important and live broadcast is important. In order to do a good job in short video and live broadcast, business leaders had better understand the content, otherwise it is difficult to improve efficiency. (4) Fine operation ability. When it comes to free traffic and paid traffic, as the competition heats up, we can obviously feel that the quality of the content is climbing, so the acquisition of free traffic will become more and more difficult, therefore, the core of determining whether the business can be profitable becomes the fine operation ability. For example, can you optimize the live broadcast, can you optimize the transformation link... The impact on sales can be significant. Thank you for seeing this. In fact, I am still relatively new, and I can share this experience with you because I have experienced a lot of career choices and challenges. For the future work and life, to borrow a word, "be self-centered", feel their own changes and growth, and look forward to more opportunities to share and communicate with you in the future.