Reaching the peak brings fame and fortune, and falling into the valley allows you to grow! The low period of the past year has taught me a truth: what operations need to do is to find your users and products and go with the flow!

When people are in high spirits, they will not listen to anything others say, but when they hit rock bottom, they will truly grow with an empty cup.

This year's low point taught me a lesson:
A hit product is not created, it is discovered.
What operations need to do is to find your users and products and follow the trend.

Just like who can eventually become a world champion is not someone you just pick up from the street and give him the most advanced training methods, and he will definitely become a champion. Compared with scientific training, it is more important to discover the talented person from a group of children.

Therefore, there are three core points in the process of training world champions:
1. Talent: Find talented children.
2. Track: Find a track that suits him.
3. Training: Give him scientific training.

Corresponding to the operation, the process of making a hit product:
1. Finding talented people is the process of selecting models.
2. Find the track, which means positioning the channels and the crowd.
3. Scientific training is what we previously called operations.

The data-driven operations that we emphasized every day before were mostly in the area of ​​"scientific training".
Among these three core points of a hit product, its effect is actually the weakest.

We hear a lot of cases of hit products, and they all assume a premise: How did I do it when the click-through rate and conversion rate are better than my competitors? But in fact, the most difficult part of operation is how do you find the product with better data than your competitors?

In other words, when I was doing operations, I thought I was an athlete, working hard to "train scientifically". But now, I suddenly realized that I was a coach. I should focus more on the front, finding talented players and the right track for them. After I understood this, I succeeded in making several products one after another.

The core change is that I shifted the focus of operations from "scientific training" to "scientific testing".

In fact, a lot of business costs are in the cost of trial and error. Compared with the cost of testing products, it is more expensive to focus your resources on a product that will never become popular.

So what kind of child is considered a gifted child?
What kind of products have the potential to become hits?

You can’t decide based on your own feelings. You always need a fixed standard, and it’s best to quantify it and turn it into data. I believe that sports selection must have this indicator. As for e-commerce hits, I have also discovered a core indicator: the add-to-cart rate.

Add-to-cart rate definition: How many people will add your product to the shopping cart for every 100 visitors.

Before, I always had a "straight man" mindset, viewing user shopping as an instant behavior.

"Wonderful Reply"

Heart Signal 888 - Fighting

Agree with: FeiFeizou, Fox can fly, I am Aodebiaoao, The east wind blew again last night

I just got to work at noon, and opened my laptop to take a break.

Who knew that your words would awaken the dreamer?

I looked at the data every day, listened to various lectures, and tried my best to find breakthroughs in the data for the current products. I didn't expect that I took the wrong track and wasted most of my time on data-driven operations. It is conceivable that I should go with the flow. The success rate of this old product of our company going against the trend is too low.

Thanks for sharing, brother

Anonymous user

The metaphor used by the poster is very good, vividly illustrating the importance of choice over effort. Most people have always focused on operating redundant products, but they don’t know that products are the most worthy of attention. Otherwise, we are actually putting the cart before the horse, and the idea of ​​giving up the main thing for the sake of the trivial is wrong.

Just like we often ask why we are not rich, we should actually ask why we can be rich. We should look for the reasons instead of just asking about the results and thinking that fate is unfair. Product selection is also a big topic. Different companies have different capabilities and experiences, and may refer to different factors. With the intensification of competition and changes in market demand, we may need to continue research.

Gareme - Post-95s

A word can wake a dreamer up!
Although I know that in this industry, 70% is product selection and 30% is operation, it is difficult to do this in practice. Product selection is too difficult, just like it is too difficult to find a talented person among the masses. I always want to launch a product that has a little chance, without in-depth research on the needs of users. In the end, it is very difficult to operate and the expected effect cannot be achieved. It seems more like 30% product selection and 70% operation are twice the result with half the effort, and in the end, people lose money.

After reading this article, I began to reflect on my cross-border journey. Was I going in the wrong direction? Now I have to get back to the center of gravity and focus on product selection!

Waiter serves wine - the road ahead is long and difficult. Don't change your original intention and always let it go.

Agree with: The Three Lucky Treasures Victims, Fox Can Fly

You are right. The longer I work in this industry, the more I feel that the product is the most important. Your advertising, some tricks, and black operations are just to verify the product, so as to get positive feedback and then the data will be up. Before 2000, the cross-border market had a great demand for small and light commodities like us, so as long as you have some operations, it is easy to get ahead.
But now it is different. Many markets are becoming saturated. Discovering blue ocean products and incremental products is the top priority.

Anonymous user

Agree with: Don't doubt that you are right, salvation or self-destruction

The content is brief, concise and practical, it’s the best of the best.
The repurchase rate and conversion rate determine the order efficiency and production efficiency.
Merchants are investing in products, platforms are investing in high-quality merchants and products, and financial capital is investing in platform markets.
Everyone is pursuing production efficiency, and products that achieve resonance will surely become a hit.

EimChen - This person is lazy and leaves nothing behind.

Agree with: max人间痴狂客, be your own king, longyuyoyo, cy1107007, don't doubt that you are right More »

Guess why everyone says 70% product selection and 30% operation. Now Amazon is the era of product being king. Or we can say that the product is a sailboat and the operation is the pilot. You understand, it is the sailboat that determines whether it can set sail, not the pilot. Then there is the final shopping process, which is actually a lot of knowledge.

Matcha Milk Jelly - Lifelong Learning & Long-termists in Cross-border Industry

Support from: Lay's Original Potato Chips, Xiao Yu Has Something to Say, Super McNuggets

I was very inspired to speak out the ideas that have not yet taken shape in my mind. It is indeed only when I am at a low point that I have time to do such a profound review and summary.

I have always thought of myself as a racing driver, and I am very nervous and even doubt my racing skills. However, if I change my perspective and think of Amazon as a horse racing game, I can break out of my doubtful circle and focus on choosing horses.

Fujiya 007

Congratulations on finding a good excuse for your rookie operation. Haha, just kidding. I agree with this article 100 times. The root cause of the failure in recent years is that I don’t know how to select products. The products are completely based on feelings and personal preferences, and I have suffered a lot of losses. However, we all know that product selection depends on data. It is nothing more than market capacity, degree of competition, product trends, etc. Those who have done operations know that these are really hard to choose. It’s all red ocean. You have worked hard to find a small blue ocean, but in the end there is no volume, only a few orders a day, and it’s meaningless. I feel that Amazon seems to have an oversupply of all products, and there are no products and tracks that can be made. Welcome to discuss.

Baibai Baibai • Shenzhen • 1 hour ago

I suddenly understood something. I used to pay much attention to advertising data optimization. I adjusted CPC and bid to put the ads in a suitable position. I studied the advertising matrix and framework and found that I needed to jump out of the ads and look at the products. The advertising data actually reflects the product more.

Anonymous user

Agree with: I am Odebiaoao, Redemption or Self-Destruction

According to our company's experience, a good product can be promoted by either an experienced operator with more than ten years of experience or a new operator with one year of experience, regardless of which site it is on. This shows that product selection is much more important than operation.