How can ordinary people become top operators? How can we use correct training to quickly improve our operational level?

This article is only from my personal perspective. Since I have only been in this industry for a short time, lack social experience, and have poor language skills, there may be some wrong ideas and words that do not express my ideas clearly. I hope you can bear with me.
 

Let me briefly introduce myself: I graduated with a bachelor's degree in civil engineering in 2023. Seeing that civil engineering was doomed, I entered Amazon by accident. I have been practicing for less than a year and am still a rookie. I hope that one day I can shine like the big guys in the forum.

What is excellent operation?
Everyone says that excellent operations personnel are hard to come by, so what kind of people are excellent operations personnel? In today's market, the level of operations varies greatly, and the salaries of operations personnel vary greatly, ranging from a few thousand to tens of thousands of yuan per month. In addition, there is no standard for evaluating operations technology, which results in bosses being unable to recruit suitable operations personnel, and operations personnel with good abilities being unable to get salaries that match their abilities.
 
I believe that excellent operations have the following characteristics:
 
1. Have sufficient understanding of the basic rules of the Amazon platform. Since you have chosen to do business on Amazon, you must learn to respect Amazon's rules. A good Amazon operation should respect the rules, understand the rules, and learn to use the rules.
 
2. Have enough successful experience in product promotion. As the saying goes, the business world is like a battlefield. Every time we promote a product is a battle, and the battle record is the simplest data that best reflects the level of operations.
 
3. You need to have sufficient understanding of the market, including the main consumer groups of the product, usage scenarios, advantages and disadvantages, sales in different time periods, how many factories can produce the product, the quality, etc. The more detailed the better.
 
4. Be able to understand the underlying logic of traffic: I believe that the process of operation is the process of competing for traffic. Advertising, flash sales, etc. are just tools we use to compete for traffic. It is useless to rely solely on tools to obtain traffic. When we can figure out the underlying logic of traffic, it can help us better use the advertising tool.

Excellent operations will excel in many aspects, so I won’t go into detail here. Please forgive my inability to express my ideas clearly (I have only worked for a short time and don’t know many Amazon practitioners, so my understanding will be very limited)
 
So how can we become excellent operators? Does operation require talent?

In my opinion, super high IQ has little impact on the improvement of operation level, which means that ordinary people like us can also become top operators through our own efforts. Secondly, from a scientific point of view, there are no geniuses in the world. The so-called geniuses are just ordinary people who use the right methods to practice continuously.

Mozart, who was considered a musical genius, had perfect pitch at the age of 7 and wrote his first symphony at the age of 8. No one thought he was not a genius at the time. However, these brilliant achievements were also the result of Mozart's father training Mozart in the right way since he was a child. In today's era, children who have received standard training can master these skills earlier and better than Mozart.

Similarly, can we use the correct training methods to help us quickly improve our operational level?

I personally think that the process of improving operational level should be: learning-practice-reflection-error correction-learning-practice-.......

Learning: Amazon operation is definitely a profession that requires continuous learning. The higher the operation level of our learning objects, the more helpful it is to improve our own operation level. Of course, the most important thing is to prescribe the right medicine for the right disease. You must choose to learn from the operation experts who are suitable for your current stage. When learning, you must keep an empty cup mentality. Anyone can become your learning object.

Practice: I think there is no fixed way to promote any product. You need to try some of the strategies of the masters to know whether they are suitable for you. It is easier said than done. I once spent some time madly studying the advertising strategies of various masters in the forum, but in the end I didn’t practice them on my own products. After a long time, those strategies disappeared in my mind.
 
Thinking: As I work in operations for a longer time, I feel that the fatal pain point of operations is to stop thinking. If we blindly believe in the words of some operation masters, then our level can only be lower than him forever. Moreover, people's thinking logic must have loopholes. Many people are trapped in their own thinking loopholes, especially some experienced operators, so we must always think independently to avoid falling into these loopholes. The moment we stop thinking, our operation level will begin to decline.

Let me tell you a little story about myself. When I first started doing operations, I would learn some operation techniques from various websites. When I gradually gained a certain understanding of operations, had some ideas about product operations, and my own products were starting to improve, I unknowingly gave up thinking, thinking that I had used all the strategies I should use, and indulged in stability. I came to the company every day to do nothing and fish. The order volume gradually declined.

Error correction: Through thinking, we can discover our own shortcomings. We need to design some practical plans according to our actual situation to help ourselves correct these shortcomings and defects. Because each person’s situation is different, the shortcomings are also different. I cannot give a solution here. I hope that everyone can know their shortcomings and then make progress, and work hard to achieve their goals.

Unfinished, continuously updated (I hope you can point out and correct the problems in the article)

"Wonderful Reply"

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1: There are certainly genius operators, but they are rare. Genius is not only about talent, but also about making outstanding contributions in a certain field. I have only seen one.

1. Product selection. You should be able to select the best-selling products of the year and be the first to enjoy the platform cake. If you can develop 2-3 products in 2 years, I think it is not just luck.

2. Operational dimension: The first person who can think of operations that are currently considered illegal by the platform, such as merging seed links or zombie links, link renovation, and FBA warehouse mergers. Under the rules of the platform at that time, use your own research to find some loopholes and operate them to quickly accumulate capital.

3. Those who have been in the industry for two years and have sales of hundreds of millions, as the course sellers say, do not belong to this category. First of all, the real situation is unknown. Even if it is true, there are many problems with the resource information gap apart from the luck factor. For example: to make a sales volume of 100 yuan, some people invested 10 yuan, and some people invested 1,000 yuan. Different platforms, different investments, of course, different myths.

99.9% of operators may never reach the level of genius in their lifetime, but the gap between excellent operators and ordinary operators is also huge.

Second: I have managed 4 to 50 people since I started working. The talent gap must be acknowledged.

First of all, learning the standardized process will definitely help you become a qualified operator from a novice, and be able to complete most of the daily work that all operators can do. I have talked about this with many newcomers, and most of them think that doing a good job of their own products and links is a good operation. At this stage, it is just a screw and there is a big gap between being excellent. Now Amazon operation is a competition of comprehensive capabilities. Some seemingly irrelevant factors may directly determine how far this operation can go.

1. Healthy and energetic: The guy stayed up late playing games every day, and was listless during the day. Or he was sick and asked for leave 2 out of 3 days, and the project was delayed. If you don’t have the energy and spirit, don’t talk about the work status. In addition, I think it is necessary to have two days off a week. Efficiency is the first priority. Creative professions are not just evaluated by the length of time.

2. Mindset, allowing anything to happen. For example:
The link was removed/the store was closed, and operator A cursed Bezos for half an hour.
B Operations has analyzed the reasons for suspension and reviewed the POA of previous successful appeals, and is ready to write an appeal for adjustment. If you encounter a situation you have never encountered before, you have already contacted the service provider or found a case online for consultation.

3. Emotional management. An excellent operator is free of emotions and unnecessary emotions during the operation process. Emotions in life, family, and work will greatly affect a person's decision-making.

4. Aesthetics: When e-commerce reaches a fever pitch, it is either about selling stories or selling pictures. If you can design a set of pictures that meet the aesthetics of Americans, you will be better than most operators on the market.

5. Interest: If you only treat Amazon as a job and cannot get positive feedback from it, then this is not a good situation, especially for experienced operators, please always make joy happen.

• The joy of completing the first listing
  

• The first order/the joy of a huge order
  

• The joy of having your appeal approved
  

• The joy of discovering new ways to play
  

• The joy of solving a bug
  

• The joy of trying out new features
  

• The joy of optimizing a certain cost structure, etc.
  
  

Finally, there is the professional dimension:

1. The speed of learning, standardized process learning. Some people may take a week, some people take one person, and some people still don’t know how to calculate the conversion rate after 2 months. (Although hard work can make up for lack of talent, the company and the market may not give you time. Sometimes some projects may require learning while doing. Now Amazon has a new policy every month, so you are not allowed to have too much time to study and interpret the policy.)

2. Keep up with the times: Understand the current situation of the platform, the situation of competitors, and your own situation. Constantly update your arsenal and always learn the latest policies of the platform (and think about the impact of this policy on my product and how I should adjust it).

3. Always summarize and review, especially the experience of failure. Think about what was not done well last time, what was missed, and how to avoid this problem next time. Failure is not terrible, what is terrible is that the Saint Seiya is defeated twice by the same move.

4. Control of profit/inventory/cash flow awareness (solo operation)

5. Learn to make good use of data. As operators, we can only and must believe in data. Data is not good at lying, but people can. The situation of the link is the image, the various types of data collected are numbers, and the analysis is the reason. We cannot make a theory out of nothing, but must make a theory based on the combination of image and number. First there are numbers, then there are images, and finally there are reasons.

Analyze to the smallest point that can be actually operated, such as: the order volume decreased this week - the conversion remained unchanged and the traffic decreased - the natural traffic did not change much, the advertising traffic decreased - the advertising CTR did not change much - the advertising exposure decreased. Based on the actual situation, we can see how to increase the advertising exposure, whether it is to increase the single CPC because the keyword advertising position is too late, or to increase the number of words because the number of words is too small, or to increase the words with large traffic because the current word traffic is too small. Or the advertising channels can be enriched, such as ASIN fixed investment, SBV, etc.

Anonymous user

How do you define genius or top operations? Does it mean high sales, high profit margins, the ability to sell slow-moving products, or something else? First, you need to have a definition before we can start discussing it.

But in my opinion, there is no so-called genius operation/top operation. More often, it is the good product that makes the operation become the top operation in the eyes of others, because there are only a few compliant and non-compliant promotion methods on Amazon. Why do you have high sales and high profits? It is because a good product is far more important than a good operation. That is, high product sales and high profit margins do not necessarily mean high operation level. More often, it is because the product is well selected at the beginning.

For example
Just pick a product keyword in the blue ocean category, which is electric scooter for kids. Except for a few sellers who entered the market earlier, most sellers have only a few to dozens or one or two hundred reviews. Products of different brands account for the vast majority of the front-end search page, and no monopoly has been formed.

Moreover, many sellers directly buy goods from 1688, make pictures and then sell them on the shelves. You can search for a bunch of similar products by identifying the goods directly from the pictures.

Although most sellers only place 1 to 5 orders a day, the profits are huge. The purchase cost on 1688 is more than RMB 200 + the FBA sea freight cost of around 50, and the product can be sold for 150 to 199 USD on the platform. After deducting the commission and delivery fee charged by Amazon, there is still more than 100 USD left. After deducting the cost, the gross profit is still more than RMB 700. This profit is quite high.

Moreover, the only barrier to entry for this product is the relatively high cost of goods and the first-mile cost, which leads many people not to include such high-priced products in their search range when looking for products. However, this product has only this one barrier to entry, and no other barriers. The most you can do is to get CPC or UL certification for a product (if Amazon requires it). For this kind of product, if the company's strength allows, it is willing to invest, and it has sufficient stock in the early stage. Even if it is a short-lived operation, it is not too difficult to achieve relatively high sales or profit margins/profits.

So to sum up, I personally think there is no such thing as genius operation or top operation, but more of a "top operation" created by a few good products or a lot of good products. This is just my superficial opinion, please don't criticize if you don't like it.

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I personally feel that there is no such thing as a genius operator. If there is, it is more dependent on the dividends of the times and the people who have gained a certain amount of wealth. As Amazon becomes more and more stringent and the competition becomes more and more fierce, those who can still be called top operators in this situation are really of a certain level.

What we can learn from the real top operations

The ultimate problem-solving and action-seeking ability. When encountering a problem, we will sort out the problem, what are the factors affecting the problem, among which there are core factors, we will start from the key points, have a set of problem-thinking processes, and then determine the priority of the solution. In the process of solving the problem, we will follow the clues according to the influencing factors (find out the variables that affect the achievement of the goal, and then prioritize them to eliminate them one by one, by controlling other variables)

Ask questions and think about them in a targeted way. A person's power is always limited. The more you know about Amazon, the more you will find that you don't know. Many inspirations or effective methods are obtained through external communication and internal summarization. Only when you can clearly express your problems and your needs can you better find solutions to your problems.

Constantly review the experience of success and failure. The experience of failure can help you avoid many pitfalls and take fewer detours. The experience of success can help you summarize a set of effective operating methods and verify whether many methods and ideas are suitable for this product, but these are not templates. It is true that this industry values ​​accumulation.

Don't be arrogant or impatient, and keep learning. Amazon is changing very fast. Many effective strategies from a few years ago are not applicable today. After all, the external environment is changing. But I found that some people stay in a company for a long time and have achieved some success. They don't think about the future development direction at all. They just follow the routine and repeat themselves every day (objective evaluation, without any color, after all, everyone has different goals)

Master the underlying logic of e-commerce and business. Focusing on products (goods), traffic (users), platforms or channels (sales), you need to think of all possible ways to sell goods to customers through what channels, and in the process, improve your product quality, reduce your various costs (product costs, head-end costs, advertising, various fees), increase the number of users who buy your products (traffic: exposure, clicks, conversions, repeat purchases, competitors or peer market dynamics (will snatch your users) and expand sales channels (multi-platform, multi-site layout). The key work is all around these.
I'll just give you a rough idea, and welcome your criticism, corrections and additions.

I'm just a playboy wandering around the world - if you get rich, please give it to me first.

How can ordinary people become top operators?

Let’s not talk about the question of whether geniuses exist. I think true geniuses are undoubtedly rare in this world.
There are four small nodes: thinking, practice, review and summary.

• Let's talk about thinking. In the post, I did see the blogger say that Amazon is a process of continuous learning and improvement, which I agree with. There is nothing wrong with the empty cup mentality. What I want to say is that in this information age, there are many channels for acquiring knowledge. What is most important is what stage is suitable for what kind of person. For example, in the newbie stage, everyone's suggestions are desirable, but slowly, after absorbing too much, you will feel that they are all the same. How to develop your own way of thinking and thinking path, I think it is a charter or chapter.

• From a practical point of view, the Amazon plate cannot be explained in a few simple sentences. Different products, different categories, different markets, different operators, these superficial causes will produce different results. Everyone has their own ways and methods in this industry. Everyone can say a little, but not all of them are applicable. When I was in the engineering industry, a good buddy gave me a sentence, which I will now pass on to you: " You have a standard in your heart. For engineering, you can only protect yourself. There is no thatched house that does not leak for three years ." The logic is the same. In the process of absorption, how to filter through the funnel, how to distinguish, and how to make yourself a high-level NPC, don't just follow the crowd without knowing it.

• At the review level, when we have come to certain conclusions and experiences through thinking and practice, I think some pits and roads should not be stepped on a second time, unless it is intentional. This is what I ask of myself. One step at a time, grab as much plate as you can. Of course, when luck and opportunity come, we will also ask to fight for it. After all, pie will not fall from the sky, and the hustle and bustle is all due to fate. When there is no result, my suggestion is to settle yourself, improve yourself, and achieve yourself. How you see the problem will determine what kind of answer you get. In the process of thinking and practice, constantly review and summarize the path that suits you.

• I personally like to summarize. Every time I finish reading a post, browsing a group chat, completing an action, or holding a meeting, each process will benefit me. Even if it is good or bad, I always have to think, practice, review, and summarize. It is OK for us to learn from the good ones, and it is OK for us to avoid the bad ones. In the empty cup mentality, I am also talking about my humble and innocent heart, hahaha. I have said a lot without realizing it. Summary is summary, the crystallization after each trial and error. Failure is a good compass, I like this. (Don't let me fail all the time, dog head saves my life) No matter what the external environment is, I am still me.

Civil Engineering: When I was working in the engineering field, I received tasks from the leaders (24-hour workday) to arrange the progress of the subordinates and coordinate the various teams. I was familiar with the progress, quality, and safety. The team also had a 28-character management policy, which was really helpful. I had to actively help the leaders take the blame for certain things or nodes and I had to be grateful. (No choice, the civil engineering department is a local architecture department). I changed my career for two years, END.

Anonymous user

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There is no such thing as genius or not, what exists is the concept of data model. For Amazon, the logic of shelf theory is profit, and the premise of profit is the understanding of the position between the two parties.

From this, we can infer that for operations, it is necessary to understand a lot of Amazon's logic, and this logic requires the concept of data theory models, which requires certain science modeling and analysis capabilities (this is not a bias against liberal arts), so naturally there will be deviations here (or in other words, when leading a team of N people, some people can understand it instantly, while others really can't understand it even after talking for a long time).

So the so-called top Amazon operators have already learned the logic at the operational level, and have stepped out of the operations to make their own judgment, rather than being guided by Amazon (for example, Amazon advertising will always ask you to open it and do it, but have you ever stepped out of it? Why did you do it and not follow the crowd?), so as to put the theory into practice.

In the final analysis, it is a large amount of practice that supports the theory, and the theory assists the direction of a large amount of practice, which can clarify the logic of thinking, rather than staying in the information cocoon.

Jamhom • Shenzhen • 1 day ago

Your answer is very professional and to the point. People who have experienced blockbuster products should be able to relate to the data model.

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An operations graduate from the engineering department in 2023: I have been in the industry for less than a year, but in this industry, most liberal arts students have a harder time than science students. Among the 20 people in our group, only two or three are science students. My performance is among the best, because the company does not limit advertising expenses. For every budget I spend, I wonder why I spend it and why I use this word. Over time, I develop the habit of thinking about why I do this in every step of the operation, which leads to my rapid growth and rapid development in the company.

When I joined, there was an old employee with very good performance. I carefully observed his operation, which was very detailed. He did every step of the operation very carefully. I personally don’t want to be so detailed (but I’m definitely not careless), because when I asked him why he did many operations in this way, he couldn’t explain. Each operation has its own way of playing. I am more sensitive to data, so after accumulating data, I will make major adjustments to the advertising direction. In nearly a year, I have summarized a relatively good set of strategies, with different strategies for products with different customer unit prices and profits. This set of strategies is used in the subsequent products, and it works.

I have seen many operators share their operation methods on posts. I learn with an empty cup mentality. I can learn a little, but it is really not much. For Amazon, as long as you know the rules and understand the underlying logic, you can do it well. Following the underlying logic is the most advanced method (pure white hat)

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How do you define a genius operator? Among those who are influential around me (some earn 180,000 yuan a month and have ten years of Amazon experience), I have never seen an operator with better ideas and strategies than me. Can I say that I am a genius operator?

Of course, I know that my level is at the bottom of the community per capita. Genius operation is composed of genius and operation. Baidu's definition of genius is: "Genius refers to a person with certain talents who has made outstanding contributions in a certain field." Well, this condition is too harsh, and no operation is worthy of it.

Let me share my opinion. In my opinion, genius operation must meet the following three points:

First, you should have been in the industry for a short time, preferably within two years or one year. I don’t think those who have accumulated knowledge over time are geniuses, otherwise anyone who has worked for three to five years can call themselves geniuses.

Second, you need to have experience in large projects, such as experience from 0 to 1BS and make a profit, or from 0 to 120W or more USD turnover and make a profit; or revive a dead old product and achieve very considerable profit.

Third, there are some definitions that are not standardized, such as being familiar with the underlying logic, having strong learning ability, being able to draw inferences from one example, having clear thinking, being good at planning, being good at adapting to changing circumstances, being good at analysis, being good at decision-making, reviewing, and having a thorough understanding of Amazon's rules. Having a winning heart. (If you think I'm wrong, please be gentle, and if you think I'm not knowledgeable enough, please be gentle. I've been practicing boutique operations for three and a half years.)

The above is a definite ACE and MVP genius operation in my mind.

We have finished talking about genius operations. Now let’s talk about how ordinary people can become top operators. This question is easy to answer. It’s nothing but practice. Try more, think more, and review more. Don’t dwell too much on failed products. It’s hard to find the right answer. Spend more time on successful products and find ways to trace the source and replicate them. The core standard of top operations is the ability to solve problems and timeliness. No traffic? Give traffic. No conversion? Give conversion. What? It’s not selling even after a price cut? Then liquidation is also a solution. Focus on the next product. Choosing products that you are good at is also a top operation idea.

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Wow, civil engineering talents are everywhere. There are geniuses in every industry, but they are rare and should not be our goal. The best way for ordinary people to become top operators is to join a big company.

Isn’t the simplest standard for measuring whether an operator is good or not based on performance? You say you know everything about Amazon, know how to advertise, and have a lot of off-site resources, but you just can’t achieve results. Is this considered a top operator? On the other hand, if a newbie who has just entered the industry has a hit product because of good luck and with the support of company resources, will he be quickly defined as a good operator? At the same time, he just needs to make up for other shortcomings. In the end, it still depends on performance and experience.

Top operations do not have to be your obsession. Think clearly about the purpose of entering the industry, delving into technology or making money? As for delving into technology, this industry is not about writing code, and you need to understand algorithms, and there are not so many hard thresholds. Not only civil engineering majors can do it, but many majors can do it, unlike programmers who specialize in technology and have many restrictions. If you want to make money, then don't delve into technology, but understand all aspects and become a "T"-shaped talent. In addition to operations, you can understand products, logistics, patents, procurement and other aspects, which are the underlying logic of the entire e-commerce. Although operations work is the easiest to shine, operations are luck plus marketing. We often underestimate "operation" and overestimate "marketing".

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In fact, there are too many great operators in this industry. Almost every surviving company has developed its own set of strategies, not to mention those companies that make a lot of money quietly. I have seen many great operators. Some of them are very serious and meticulous and slowly develop their strategies. Some can quickly create hits, basically in 1-2 weeks. Some are proficient in the entire process. However, great operators are generally not poached. They either have their own businesses or gradually become managers. In fact, there is no need to deliberately pursue operational level. I have a friend who has been working in operations in a company for 7-8 years. He is very Buddhist. He didn’t earn much in the company and didn’t do any management. Now he has resigned and is doing it at home easily. He earns 30,000-50,000 yuan a month. His operational level is not high and his desire is low, which is also good.

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There is no such thing as genius or not. They are just smart people who are good at exploring and learning. They can quickly understand the underlying logic of the platform and figure out how to play it, and then they can become excellent operators.

Those who are not smart enough can rely on time to sharpen their skills. With more experience, they will naturally understand and become excellent operators. If you have been working for several years and still can't figure it out, and you are completely clueless when encountering things and can only beg for help, then you are either not suitable for e-commerce or you have not studied and worked hard, that's all.

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This actually depends a lot on talent. I brought a few new graduates before and asked them to read several reviews of a product. After reading them, one girl could immediately see what the customer needs were and where our product could be improved. When I said that the product could not be improved in a short period of time, she could immediately reflect how to use pictures to highlight the strengths and avoid the weaknesses, and how to arrange the corresponding keywords. The other few were basically confused throughout the whole process. I think this kind of insight, the thinking logic of looking at the whole from the point, and connecting steps step by step is the basis of good operation. Some people are born with it, some people can train themselves in this direction, and some people are really not cut out for it.

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The real top operators have one characteristic: they like to think and research, and when they encounter problems, they will constantly think of various solutions and implement them first;

The so-called "top" operators who claim to have practiced for 1-2 years also have a characteristic: when they encounter a problem, they never think about why or how to solve it; no matter how simple the problem is, they will just ask in various group chats: What is the problem? How to solve it?

Then when a senior says that this question should not be asked by a person who has been practicing for a few years, he will get angry and scold you. In other words, he will not accept criticism, and will never grow up and live in his own world. This is the so-called "top operation"