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north american wholesale jewelry gift show What is the product
The things exist because they are needed.

"Existence is needed"

The can be regarded as "product". Its quality depends on the degree of being required and the degree it needs to meet the outside world.

The people who succeed must be well satisfied with the public needs. This has nothing to do with good or bad
The things that are not needed, gradually fading out of history and dying, or transformed into a new way of being needed
products are a series of combinations that meet the functions of users

What product managers
SE product manager is the designer, builder, operator of the product, and the first user of the product

Sekisyer product managers conduct market research, collect users Demand
M product manager determines product functions, formulate product planning
The product manager is responsible for or guided product operation, and hosted the version update
What product manager what does the product manager think?

The product manager must understand people, so as to understand users, and also accustomed to seeing problems from the perspective of user. They want to "turn into users anytime, anywhere"
The world view of the product manager: everything is a product, its value depends on how much external needs it meets
Sekist manager

The attraction
The belonging sense
free and free
masters and driving sense
fun and excitement
Leader
has wisdom and knowledge
The expression of self
Harmony
respects
The operation system within the product team
products and operations are independent. Inside the product team, the "product/function" and "operation/revenue" clearly separate the

products and operations have different goals and definitions

"Products "/Function" is a function collection that meets the fundamental needs of target users
"operation/revenue" refers to the operational means to expand user base, improve user activity, find suitable business models, and increase income.
different businesses have different products/operation models. There are generally three forms of services: products through (QQ), operations (51), and mutual penetration.

The product
products Sense / Innovative thinking
"Product Sense", which is a reflection of product managers' capabilities / experience.

The only way to improve the product Sense is from the perspective of the user, not from the perspective of the internal system of the product to determine the user's needs. Sometimes you even need to "turn into a user".
How so much user needs, so be sure to sort the priority.
The goal of the product Sense is to "use (more) cool".
"Innovative Thinking" is a necessary skill for product managers to develop new products.

In the product experience, almost every detail needs innovation.

"Innovation" methodology:

"First brainstorming, then filtering and refining"
, Change, other purposes, elimination, reunion
product planning process
product planning process definition

product planning process analysis of market trends and customer needs, creating a joint market market Segment the rules, select and prioritize the market segment of the market to invest and obtain a leading position, so as to formulate executable business plans and drive the development of new product packages.

The process delivery product phase
The user needs collecting product candidate concept analysis and PK phase
market analysis market evaluation report user needs analysis and PK stage
Product road signs planning book formulation comprehensive Feature List and planning PPT
This Writing planning product requirements specifications instructions for product requirements
In the development stage of business planning product business planning?

The user needs $ APPEALS Analysis Method

Factors
Substitute items
product elements
n $ price design, available production can be produced, available can be produced Sex, technology, raw materials, production, suppliers, manufacturing, components, labor costs, management expenses, equipment payment prices/monthly price
a safety/quality marketing, sales, allocation, delivery period, advertising, configuration configuration 、定价、客户定制客服/投诉的响应rnP性能功能、吸引力、规格、功率、速度、容量、适应性、多功能、尺寸用的爽不爽rnP包装风格、尺寸、数量、 Geometric design, modularity, architecture, interface, mechanical structure, the same nature, graphics, containing/unintentional pages are not good -looking
e easy to use user friendship, manipulation control, display, human engineering, training, documentation, documentation, documentation, documentation, documentation, documentation, documentation, documentation , Help the system, consider factors, interfaces, and operation UI (interface operationality)
a obtaining reliability, quality, safety, error limit, integrity, strength, adaptability, dynamic characteristics, load volume, redundancy, redundancy Purchase recharge channels
L life cycle cost and life, normal operation/stop work, insurance, responsibility, maintenance, service, spare parts, standardization, infrastructure, operating costs, installation costs validity period
s social acceptance Indirect influence, consultant, procurement agent, standard organization, government, social recognition, legal relationship, political, shareholders, management, workers, workplace recognition/popularity
n how to arrange products The priority of the function

has no "priority" at all. The product has different goals and different reality at different stages. Essence

The primary target function of the product phase focuses on $ APPEALS
The new product is online to attract new users, quickly occupy the target market "easy to use, cheap, convenient" ) $ Price, e easy to use, A can obtain
The platform to retain users, stable income content refurbishment, meet the needs of the user's needs P packaging, A safety/quality, P performance
Keep the essence of old products, add new creative elements "fashion, innovation, new human needs" S society acceptance, L's life cycle cost

Experience products
Principles: Playing the role of target users Ask yourself -this service can make me "cool".

principle 1: Mental change -I am a target user
principle 2: UI concise and clear = reduce user experience cost
principle 3: Pay attention to the details of the details, the place where users are willing to spend money
Tips: Internet products are often "similar", focusing on details

skill 1: Be sure to write it down, carefully look at the cause
skill 2: Do not think too much about thinking, The thinking of the product is very divergent
skill 3: Take yourself as a "fool" to complete a "task" to see if you can make it easier
Operation
The operation of operation: Operation is costly, so it has extremely clear goals

expansion of user base
In finding a suitable profit model/Increase income
Increase increase User activity
The operators must be a calm and pragmatic scientist. Real operators never conclude, but let the facts speak.

In first think about how to test a small -scale test
The small -scale test
Whether the hypothesis is correct or not, the test results are summarized. The wrong assumptions can sometimes help us find the right way.
How to pricing?

The total profit is more important than market share and efficiency
. Maintaining low cost is a matter of product. Maintaining a high price is operational. The effect of price increase may not have the bad
On how to flickering users to pay?

The weakness of human nature: The tendency of "afraid of losing" is stronger than "fear of risks"
Strategy: Do not tell users what they will get when they buy products, and tell them what they will lose without buying products.
Copic operations commonly used on Internet products

Timity Purpose/Description
Virtual currency controls the value chain and currency channels in its own hands
privilege system/VIP to enhance user stickiness to enhance user stickiness , Give a certain amount of feedback and superiority for highly active users
Points/grades are extremely active according to the user group, formulate a growth system, and better excavate the consumption potential of the user base
Promotional activities to increase user activity to increase user activity , Attract the attention of users' attention and increase timeliness income. At the time of festivals, holidays, etc., provide the user's consumer desire to provide exports
The channel operation segmentation and management of recharge channels, choose the most convenient recharge method for users
The pricing system is to formulate prices for the product's psychological habits. And form a system, continue to observe, find a model of maximum profits
The manufacturers with intersections such as advertising and user groups, generally conduct
of the form of activities and opening areas, In addition, open up a form of user value, thereby increasing the user's activity and sense of belonging
The reward system reward users' activity and contribution in the product, and meets the vanity of users to show off

operations operation Example
The experience operation
Principles: From the complex surface, depending on how the operating system achieves three major goals -user groups, profit models/income, activity
nprinciple 1: Must be certain Spend your own money to experience operation
principle 2: It takes time to rush to the level, but you do not need to rush to the highest
skills: the operation of Internet products is a very rigorous system, so do not pay too much attention to the details. Overall

skill 1: Do not finish the entire process of rushing levels. You can go to related forums and official information to learn about active users' experience
skill的方法论和数值体系，细节差异化不多，因此预先厂我一些相关知识是比较必要的rnSkill 3：把自己想象成该业务的“老板”，想象怎样去吧利润最大化r n Summary
The "product", nothing more than "If you want to cool yourself, let others cool first"
Forever standing from the perspective of users
details, details, or details n The priority according to the actual situation is more important than determining the function
The "operation", which is "intertwined to live"
This, keep in mind the three major goals of operation: user group, profit model/ income, activity, activity, activity, activity
The operating system is boring and complicated, but the principle is the consistent, universal

PPT inner text:
The product manager's perspective strategy development department business analysis group
directory 2 products 2 products 3 Operation 1 Product/ Operation System Summary 4 Summary
Pripping 2 Products 3 Operations 1 Product/ Operation System Summary
What product is
What product managers

4 Summary
Ipage products 3 Operation 1 Product/ Operation System Summary
Products Sense/ Innovative Thinking
Product planning process
n Directory 2 Product 3 Operation 1 Product/ Operation System Summary
What is operational
Ip operation instance
Ox experience operation
4 Summary
Directory 2 Products 1 Product/ Operation System Summary 4 Summary
/ Overview of the operation system
What product is
What product manager is
The operating system within the product team
4 Summary
The basic concept of the product is very philosophical ... The existence is because they are needed. Rather than saying "existence is reasonable", it is better to say that "existence is needed." From a building, to one person, to a pen, an apple, it is not satisfied with this truth.
"Products"
In everything can be regarded as "product". Its quality depends on the degree it is needed and the degree it needs to meet the outside world. BMW Motors, toilet paper, men to women ... are all products.
Pevity must be a good person to meet the needs of the public. This has nothing to do with "good or bad".
Westing things that are not needed, gradually fading out of history and disappearing, or transforming into a new way of being needed.
The connotation of the product
The product is a combination of functions that meet user needs.
The fluorescent pen used in the conference room:
boyfriend:
writing
n
…
bring you happiness (can play, humor ...)
let you worship (talent, ability ...)
let your friend envy (handsome, high ...)
Let you have a sense of security (rich, stable ...)
...
Catalog 2 Products 3 Operations 1 Product/ Operation System Summary
What products n What are the product manager n R n The operation system within the product team
4 Summary
The definition of product manager
The product manager is the designer, builder, operator of the product, and the first user of the product.
Be product managers conduct market research and collect user needs.
Se product manager determines product functions and formulate product planning.
The product manager is responsible for or guiding product operation, and hosted the version update.
What product manager thinks?
The product manager must understand people, so as to understand users, and we must also get used to seeing problems from the perspective of users. They want to "become users anytime, anywhere."
The worldview of product managers: Anything is a product. Its value depends on how much external needs it meets.
The request collection function Jacking out of water writing protective pen cover color ink is easy to rub ink ink to write long -term writing logo different content to write new content to protect me? Intersection Intersection Transformers? Intersection Intersection Product users
Sekist manager need to understand the needs of people
The attraction
The belonging sense
One
Mastering and driving sense
has wisdom and knowledge
The expression of self
love and love
R n Safety
respect
Directory 2 Products 3 Operations 1 Product/ Operation System Summary
What products are the product manager
R n4 Summary
This products and operations are independent (for example: 51, QQ)
Inside the product team, "product/ function" and "operation/ revenue" will clearly separate.
The products and operations are independent (example: 51, QQ)
Inside the product team, "product / function" and "operation / revenue" will clearly separate.
This products and operations have different goals and definitions
"Product / Function" are a function set that meets the fundamental needs of target users.
qq show: virtual image, dressing, preservation image, display image ...
qzone: write a log, album, play music, watch others qzone ...
The answer, see the answer ...
"operation/ revenue" refers to the operational means to expand the user base, increase user activity, find a suitable business model, and increase the income.
qq show: red diamond (income, activity), level (activity), TIPS (user group, income, activity) ...
Pets In order to collect money), activity (income, activity) ...
different businesses have different products/ operation models (example: QQ show)
The service generally has three forms: product penetration (QQ), operation Passing (51) and mutual penetration.
The product/ operating system also has a certain change (example: QQ show)
Catalog 2 Products 3 Operation 1 Product/ Operation System Summary
Products Sense/ Innovative Thinking
Product planning process n R n Experience product
4 Summary
mini -game: User needs priority sorting
qq release of the first version, there is the following user needs:
cartoon avatar
qq emoticons nqq emoticons nqq emoticons nqq emoticons nqq emoticons
Chat record manager
Is who are online
A security
passing file
very small .exe file n video
Chat room r r r r
Voice
The response speed
Please select the three most important items from it and release QQ1.0. rn小游戏： 美容馆的Feature List rnQQ 秀即将发布美容馆，它能让用户制作一张专属于自己的脸：大致功能= 美发 变脸 化妆 表情；大致内容= 普通Face star face cartoon face.
Please make a simple feature list for this business.
How to cultivate "Product Sense"?
"Product Sense" is the embodiment of the ability / experience of the product manager.
The only way to improve the product Sense is from the perspective of the user, not the user's needs from the perspective of the internal system of the product. Sometimes you even need to "turn into a user".
How so much user needs, so be sure to sort the priority.
The goal of product Sense is to "use (more) users".
Innovative thinking
"Innovative Thinking" is a necessary skill for product managers to develop new products.
Although QQ's product manager likes to "reference" the products of other people in most cases, innovative thinking is still an essential skill for product managers.
The Internet industry application can be the same in basic business, but in terms of product experience, almost every detail needs innovation. These details innovation often has a decisive role in the success or failure of the product, and even the company's success or failure. Example: Google's super concise homepage.
Innovative thinking
"Innovation" is by no means a fantasy, but a methodology to follow.
The most commonly used method is "brain storm first, then filtering and refining."
P more professional innovation methods: "Delivery and modification,".
"Consumer"
"replacement"
"Consumerification of the use of sectors"
"merged"
" "
" Adjustment " " Change "
" Conditioning "
" Other uses "
n "Elimination"
"Conditioning"
"Rebuilding"
Innovative method operation
The use of "Division Moisture to Moisture", as a wrench Innovation.
Directory 2 Products 3 Operation 1 Product/ Operation System Summary
Products Sense/ Innovative Thinking
Product planning process
Experience products
4 Summary Definition
The product planning process analyzes market trends and customer demand, create a reasonable market segmentation rules, and selects and prioritize the market segments that invest and gain a leading position to formulate executable business plans , And drive the development of new product packages.
The process delivery parts Corresponding to Tencent's product phase user needs to collect product candidate concepts User needs analysis and PK phase market analysis market evaluation report formulation planning product road standard planning book formulation comprehensive Feature list and planning PPT example writing planning product requirements specifications products Demand instructions Example Formation of business planning product business plan development stage?
The user needs $ APPEALS Analysis Method (Example: QQ Show) Element Subsidation Project Corresponding to the element of Tencent's products $ price design, technology, raw materials, production, supplier, manufacturing, component, human cost, management, management, management, management The price/ monthly price/ monthly price A price A safety/ quality marketing, sales, channel, distribution, delivery period, advertising, configuration, pricing, customer service/ complaints of customer service/ complaints in response P performance functions, attractiveness, specifications, power, power, and customer service/ power Speed, capacity, adaptability, multi -function, size, uncomfortable P packaging style, size, quantity, geometric design, modularity, architecture, interface, mechanical structure, the same nature, graphics,/ containing pages that are not included beautifully beautiful Not good -looking E -use user friendliness, manipulation control, display, human engineering, training, documentation, help system, human factors, interfaces, operation UI (interface operational) A 、完整性、强度、适应性、动态特性、负荷量、冗余Q 币购买/ 充值渠道L 生命周期成本寿命、正常运行/ 停工时间、保险、责任、可维护性、服务、备件、移植通道、 Standardization, infrastructure, operating costs, and installation cost ITEM validity period S social acceptance, counsel, procurement agency, standard organization, government, social recognition, legal relationship, political, shareholders, management, workers, workplace peers of the same age Approval/ Popularity
How to arrange the priority of product functions
The various functions itself does not have "priority" at all. For a pen, "writing" and "becomes a Transformers" this Two demand is equal. However, the product has different goals and different reality at different stages, which has become the only criterion for determining the priority of the product function.
The primary target function of the product phase focuses on $ APPEALS new products to attract new users and quickly occupy the target market "easy to use, convenient, cheap" (note that "cheap" is actually the category of operation) $ price, e easy Use, A can retain users, renovate the content of stable income content, and meet the needs of subdivided user groups (Example: Gaolu cleaning toothpaste, fluttering shampoo) P packaging, A safety/ quality, and P performance product update replacement retaining the old old The essence of the product, join the new creative elements "fashion, innovation, new human needs" (example: SWATCH) S society acceptance, L's life cycle cost
instances -QQ show 2.0 product planning "trilogy"
qq show 2.0/qzone division and priority sorting.
QQ show 2.0 FEATURE LIST.
qq show 2.0 product demand for description of the flower workshop.
Directory 2 Products 3 Operation 1 Product/ Operation System Summary
Products Sense/ Innovative Thinking
Product planning process
experience products
4 Summary n The principles of experience products
The general principle is: playing the role of target users, ask yourself -whether this service can make me "cool".
principle 1: Study for mentality -I am a target user.
principle 2: UI is simple and clear = reduce user experience costs.
principle 3: Pay attention to the highlights of details, they often become places where users are willing to spend money.
This skills
The general skills are: Internet products are often "similar", so they must focus on details.
skill 1: You must write it down and carefully look at the reason.
skill 2: Do not think too much about thinking about problems. People who make products are very divergent.
skill 3: Take yourself as a "fool" to complete a "task" to see if it can be done simpler.
Directory 2 Product 3 Operation 1 Product/ Operation System Overview
What is operational n operation instance
experience operation
4 Summary
It has extremely clear targets
The operating goals:
to expand the user base.
In the right profit model / increase income.
In improve user activity.
The operators must be a calm and pragmatic scientist
This sentence is worthy of criticism: "Our specific situation is different, so I think this method is not here." Really really. The operator never concludes, but lets the facts speak.
think about how to test a small -scale test.
For small -scale testing.
Whether the hypothesis is correct or not, the test results are summarized. The wrong assumptions can sometimes help us find the right way.
instances: the pricing strategy of QQ Show Mall. Including data analysis results of planning ideas, specific planning and small -scale testing.
How to pricing?
It, no matter where, it must be clear for operators: total profit is more important than market share and efficiency.
Case discussion: The cost of producing a piece of clothing by Company A is ￥ 75 and the price is ￥ 100. After a small range of testing, 10% of the price will lose 18% of sales (number of pieces), and the price reduction will increase by 50% (number of pieces) by 50%. Should Company A raise prices, reduce prices or maintained the original price?
. Maintaining low cost is the matter of the product. Maintaining a high price is operating.
The price reduction is the most expensive operating strategy, and the effect of price increase may not be as bad as imagined.
On how to flicker users pay?
The weakness of human nature: The tendency of "afraid of losing" is stronger than "fear of risks".
Please make a choice: A. In any case, get 30,000 yuan. The probability of 80% is 40,000 yuan, and the probability of 20% is 0 yuan.
The strategy: Don't tell users what they will get when they buy the product, and tell them what they will lose if they do not buy products.
Please make a choice: A. In any case, they lose 30,000 yuan. B, 80% of the probability of losing 40,000 yuan, and a 20% probability of 0 yuan.
Conclusion: In the face of "losing" and "risk", people will choose the latter.
The operating methods commonly used in Internet products (for example: QQ show) means of purpose / explain the element of the corresponding QQ show virtual currency to control the value chain and currency channels in its own hands. Qq show shopping vouchers privileges /VIP to enhance user stickiness, giving a certain sense of feedback and superiority to highly active users. Red diamond points / grades are based on the user base segmentation and its activity, formulate a growth system, and better tap the consumption potential of the user base. QQ show -level system promotional activities increase user activity, attract users' attention attention, and increase timeliness income. At the time of festivals, holidays, etc., it provides users' consumption desires. QQ show mall's activity channel operation segmentation and management recharge channels, choosing the most convenient recharge method for users. The recharge method pricing system is the price that is based on the price of the product that conforms to the user's psychological habits, forms a system, continues to observe, and find a model of maximizing profits. QQ show ITEM price advertisements cooperate with the basic levels of the user base. Generally, it is generally carried out in the form of activities and opening areas. The value carrier of the QQ show and brand manufacturer's advertising cooperation is opened in the virtual currency to open up a form of user value, thereby increasing user activity and a sense of belonging. QQ show red bean reward system award the user's active and contribution in the product to meet the vanity of users' showing off. Badge System
Directory 2 Products 3 Operation 1 Product/ Operation System Summary
What is operational n operation instance
experience operation
4 Summary
Operation example
QQ show's operation data
QQ show shopping mall user group segmentation and corresponding strategy
qq show shopping system data analysis requirements
qq show operation activities summary
qqq Show -level planning ideas
Tese game staff experience report on the values ​​system of the journey operation
Directory 2 Products 3 Operations 1 Product/ Operation System Summary n What is operations
operation examples r r r
Experience operation
4 Summary
The principle of experience operation
The general principle is: from the complex surface, depending on how the operating system achieves three major goals (user group, profit model/ income, activity, activity, activity, activity To.
principle 1: Be sure to spend your own money to experience operation! Intersection Intersection
principle 2: It takes time to rush to the level, but it does not need to rush to the highest.
The skills of experience operation
The general skills are: the operation of Internet products is a very rigorous system, so don't pay too much attention to details, depending on the overall.
skill 1: You need to go to the relevant forums and official information to understand the experience of active users in related forums and official information.
skill 2: The operation system is relatively rigorous. There is usually a set of agreed methodology and numerical systems. The details are not much differentiated. Therefore, it is necessary to master some related knowledge in advance.
skill 3: Similar to yourself as the "boss" of the business, think about how to maximize the profit.
Directory 2 Products 3 Operation 1 Product/ Operation System Summary 4 Summary
Products operation = good business/ service/ company
do "product", but "want to cool itself, Let others be cool first. "
Feng from the perspective of users.
D details, details, or details.
The priority according to the actual situation is more important than determining the function.
The "operation" is "to have a good life".
Where, keep in mind the three major goals of operation.
The operating system is boring and complicated, but the principle is consistent and universal.