Generally, an Internet company is composed of the operation department, the Commerce Department, the technology department and the design department. All of them do their own duties and work together to maintain and realize the products of the company. Basically, an Internet company can operate normally.
In fact, there is a position which is quite embarrassing. The technology department is only responsible for technology development, the design department is only responsible for design and production, and the Commerce Department is only responsible for channel development.
And the operation department, not only to understand the code, P the picture, the operation of the product, but also to maintain the channel, the recruitment website search “channel operation” is also countless results.
Why should operators be responsible for channel maintenance? Because the channel and pull new closely related, and pull new is the duty of the operator. Do you still remember the KPI with a monthly increase of 100,000 followers? Do not have a good relationship with the channel, where to one hundred thousand powder.
For example, NOW I am back in the e-commerce industry. Although my work is partial to product promotion, my greater responsibility is to develop channels for bringing goods. All companies do product publicity hope is to bring results, encounter the kind of only accept money exposure, regardless of the results of the media (channel), I will put it on hold, later.
I know that if I run the channel well, I can bring new users, and I can bring revenue. With the revenue, I can fund my dream of space travel.
Therefore, the channel can not operate well is very important, so how to operate a good channel?
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Channel operation should be proactive
Talk about the Internet company channel I did before and the operation of the current e-commerce channel.
The channels of Internet companies refer to the application market and some channels of buying volume. When I was doing APP operation, I was responsible for the maintenance of several channels. Since apps could not bring revenue to channels, channels had no motivation to promote apps.
This requires us to do the channel operation of the students, must be particularly familiar with the channel resources and rules of play, the most common channel operation is to send the product in the past, waiting for someone to download every day, I would like to ask: the user is your relatives, why do you want to support?
Since there is no one to support you, you must take the initiative to optimize keyword ranking, detail page display, comments and so on.
At that time, I saw in the background of a channel developer that the channel was going to do an activity, soliciting developers to sign up, and providing physical prizes can sign up. It’s been a few days since the registration event was launched, and not a few developers have signed up.
I signed up with the mentality of trying. As a result, I brought tens of thousands of new products on the day of the activity, and completed the ONE-month KPI. If you do not study the channels carefully, take the initiative to attack, it is impossible to have the above situation.
Including the recent e-commerce, we all know taobao, we also found a batch of tao guest to promote products, the traditional development tao guest model is, open links, lost products, waiting for sales. Or that question: Tao guest is your relatives, why should the main push you? The operation of waiting for sales is generally not waiting for sales, waiting for the background is shown as 0 data.
And the initiative as the operation, to put the product selling point of the material out of a few sets, the product community promotion copy to do five or six, product promotion plan to draw up three or four, and then to test. Perhaps it will produce a little effect, which is always achieved by active action.
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02
Channel operation should have a flash moment
Every product I’ve done is not well known, but most channels like to push our product, why? Because I gave them a flash moment, and they saw the potential of our product, and they were motivated to push our product.
We need to know that channels are also people and have KPIs. When they push products, they will push the products that can bring the highest revenue. For example, the daily exposure of their channel home page is 1,000 times, 1,000 times to push other people’s products, bring ten users, pay 100 yuan per person, the same day revenue of 1,000 yuan.
The promotion of our product only attracted one user, who paid 10 yuan. If you are a channel, will you push our products? Of course not.
However, there is A point in this, the number of S-class products is limited, after the s-class, we have to go down the selection of A-class products. In fact, as long as the channel attentively push, most of the A-level products can do up, it depends on the channel will not push.
And my shining moment is to take an A-level product and turn it into an S-level product. How do you do that? Let’s take the example of games, which is easier to understand.
We pay channels have taken some resources, attracting thousands of users, pay data general, has not entered the view of the channel, and then we online game year top-up, prepaid phone turned over nearly 10 times in the day, in all the products stand out from the crowd at a draught, like dark night on high beam, so dazzling.
The channel remembered our product on the same day, and then steadily recommended resources, and slowly our product took off. The turning point of all this is from that shining moment.
I also want to replicate this flash moment in the current e-commerce products, but there is still a little difference between e-commerce and Internet products. As for how to design the flash moment of e-commerce products, I am still exploring, and may need to build a simple profit model. As for the effect, I will test and analyze.
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03
Channel operation to understand the growth cycle
When we fully understand the operation of the channel rules, to make a flash moment, can we do it in the channel? Is not enough. According to my years of experience in channel operation, it takes three months at the soonest to achieve stable performance of a channel from the beginning, and more than half a year at the slowest.
Good channel operation is a process, not overnight, just like love and marriage, it is impossible to meet for the first time today, the next day to get a license, both sides need to run in time, good channel operation also needs to run in, this run in time is the growth cycle of the channel.
When we look at competitive products in the industry, such as three tigers, perfect tiger, vitality tiger, farmer tiger these top two brands, it is taken for granted that because others brand potential energy, the channel will push.
But have you ever thought that, in fact, it is because of the channel bit by bit recommendation that there is today’s brand potential energy.
All people want to pick ready-made peaches, and do not want to plant peach trees, good channel is a process of planting peach trees, you have to let the channel to a little bit of resources to test the next product, a little effect, others will feel that the product can try, and then give more resources to promote, this is not normal.
The normal promotion is to give resources every week and every month to promote our products. Only then can we really do the channel.
Once both sides come to this stage, everyone is comfortably lying to make money, the formation of a fixed promotion rhythm, everyone save worry and effort, and there is a stable income, who do not look forward to this day.
Our channel operation to do, is to follow the channel to the end of the channel growth cycle, when it comes to this step, you are the mouth of others to reference for reference brand.
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The last
It is not difficult to do a good job in channel operation, but it is easier to know than to do. We need to manage the channel in detail, which cannot guarantee that the channel can be done, but otherwise, the channel will certainly fail.
In the past, the era of relying on relationship, relying on the plug red envelope to do a good job in the channel relationship has passed. Now, the struggle is to understand the product, the assessment of revenue.
Do channel operation please remember a word: can’t bring profit to the channel, the channel is impossible to push you.
Author: Tiger talks about operation, the author of “Full stack operation Master”, operation and promotion Daniel, ten million water project operator, columnist, focus on product operation and promotion, good at brand building and popular manufacturing, known as the operation and promotion of the old driver.