User operation tool refers to the user centered operation tool that sets operation activities and rules according to user needs, formulates operation strategies and objectives, and strictly controls the implementation process and results to achieve the expected operation objectives and tasks. It mainly includes four contents: promoting innovation, retaining, promoting vitality and expanding; To use a relatively trendy saying, AARRR's operating ideas.

1. Judge whether the industry is suitable for integral marketing

First, judge whether your industry is suitable for integral marketing. As a marketing means, points are intended to enhance user stickiness and improve product sales (frequency of use). Generally, the operation of points is more friendly to industries with high consumption (use) frequency. Counterexamples such as decoration, moving and wedding dress services are not suitable for point marketing.

Since there is no specific definition of member operation so far, let's take a look at the concept of user operation first

Although the activity of using old users to draw new users has become more old-fashioned, this method can still bring a lot of traffic and users to the App, and it is possible to achieve user fission growth.

"Water like users, basket like operations, crazy product people". This is a perfect description of the AARRR model, because colleagues in operation and products are always fighting with users on this issue. Users are human. What should come will always come, and what should go will not stay. At the end of the day, it is necessary to return to the product, solve the real needs of users, and reduce the loss rate.

Internet points can be seen everywhere, such as the point system of Mile Point Mall, the gold coin system of Game Point Mall, the point system of signing in, replying to and commenting on various forums, and now the point system of Mobile Internet APP - Point Mall.

The active growth of users focuses on the accurate operation of data. It is necessary to know the overall scope of the business, to do a good job of tailoring the medicine to the case, to make reasonable analysis according to the specific situation, and to easily superstition various operational methodologies.

In the development process of the operation of the points mall platform, users are attracted in by pulling in new ones. After a period of visit, users will still choose to be active on the platform, and this state will be called retention. Compared with user churn, user retention is the most striking contrast.

For an app, the number of users is very important. Usually, the user status is divided into active, retained, lost, etc., but how should we analyze user retention and user activity? This is not a difficult thing for some professional operators.

With the continuous development of mobile Internet, its scale will naturally grow stronger and stronger with regard to the promotion of products and the popularity of users in education.

For every enterprise, the user operation innovation has always occupied the primary position. Under the increasingly severe social competitive pressure, being able to attract more new users means being able to obtain more resources than competitors, which makes the enterprise's performance further. On the contrary, it is like a pool of stagnant water, which only consumes huge resources but gains little in the end.

To learn operation knowledge and understand member point marketing, we should first learn from theory and then transform it into practice. Only by combining operation theory with practical skills can we get authentic data operation analysis. This is a practical way for any novice without operation experience.

As the demographic dividend of the Internet continues to disappear, so far, the cost of user recruitment has also risen significantly, but the quality and retention rate of users have declined.

What is integral? I believe you are not too familiar with the word "integral". Since the concept of integral, integral marketing has become a very popular marketing method. Now it has a relatively complete and mature integral system, and now in the minds of countless businesses, it has naturally become a good operation mode.

Credit is a familiar word, which is usually used by enterprises and businesses to activate, recruit and retain users. From the perspective of operation, this is a model of user incentive management through credit.

For many enterprises and operators, they will encounter many problems when operating users. How to do well in user operation? This is a question worth exploring.

As we all know, user activity is not only related to quality, but also to the number of fans. On this point, I hope you can have a deeper understanding of some active user skills! We can't easily ignore it. Therefore, we should pay attention to it. Now let's learn some skills, hoping that we can have a deeper understanding!

The three parts of operation include the basic ability of operation, operation mode and marketing vision. The basic ability of operation includes thinking ability, learning ability and creativity. The channels of operation include content operation, channel operation, user operation and event operation. Marketing vision is an essential basic skill for operators, It plays a vital role in attracting new customers and retaining them.

Product design is often determined by the user's habits. Only by getting familiar with the user's habits of using the product can we really design a product that makes the user feel satisfied, and can we make the user more active in using the product.

Activity operation generally refers to the operation of activities of different forms and natures, including the planning and implementation of activities and the connection of related businesses. How to do a good job in event operation? The daily work of activity operation can be divided into document planning, budget estimation, design flow, and effect statistics, rule formulation, effect statistics, etc.

At the beginning of the announcement, it is necessary to define what is the activity of pulling new people.

Since 2016, the battle of retail upgrading has become increasingly fierce. Brands, service providers, online platforms and others have tested the tide of retail reform. The relevant national departments also responded to this. In the Review and Outlook of China's Domestic Trade Development in 2017 released by the Department of Market Operation and Consumption Promotion of the Ministry of Commerce, it was pointed out that in 2017, the online retail sales exceeded 7 trillion yuan, an increase of 32.2% over the previous year; Retail sales of physical goods reached 5.48 trillion yuan, up 28.0%. Both online retailing and physical commodity retailing have achieved growth, and the overall retail industry is on a positive trend.

User retention rate: In the Internet industry, users who start using an application within a certain period of time and continue to use the application after a period of time are considered as retained users. The retention rate is also the most important standard to judge the value of the product. Only when the user is willing to stay can the product be valuable.

As an e-commerce operator, it is often necessary to mention business indicators such as customer volume and sales, and these business indicators are related to users. In fact, user operation is also a very important part of the operation of e-commerce APP. In terms of user operations, users are kept in the user pool through open source and throttling, and ordinary users are transformed into paying users by promoting user activity.

User activity is a permanent pain in the heart of website operation. After all, the data on our website is not a linear equation, which can rise in a perfect straight line, but rises and falls like stocks. Under the expectant and stern gaze of BOSS, it is a true ECG portrayal of operators.

China's mobile internet has developed over the past 10 years, nearly perfectly cultivating the usage habits of one billion users, especially the consumer internet, which has been reclaimed into a piece of commercial mature soil. Until recent years, it has become increasingly apparent that the user bonus has peaked and it is difficult to reproduce the explosive growth

In 2019, there were many major adjustments in China's e-commerce retail circle:
Ali is an e-commerce company. At the beginning of the year, Jiang Fan led Taobao Tmall and restarted Juhuasuan; Hema needs to rectify, and will not open stores crazily; Ali launched several social e-commerce products, such as Taoxiaopu; In September, Ma Yun will retire. However, Ma Yun is still Alibaba's lifelong partner, so his influence on Alibaba will not be reduced.

This article is excerpted from the WeChat official account "Noteman"

As of 2017, the mobile Internet has entered a mature period, with super APPs represented by WeChat, QQ, Alipay and Sina Weibo dominating the world, and other APPs in various fields chasing after each other. The pressure of cost often makes us face a reality: retaining

Based on the recent in-depth understanding of user activity, we have made a certain sorting of user activity. In this combing process, the author divides into three parts. The first part is the product dimension, the second part is the operation dimension, and the third part is the operation and business logic dimension of large companies

"Why is the conversion reduced? Why can't we find the reason"? Users are the most likely to be changed by data fluctuations. If you do not split the active status of users in the data indicators you view every day, you may never find the answer. Necessary perspective - user active status such as