On "user operation" and "quasi-user operation" of consulting methodology in the new era

The energy man is watching. Click on the top right corner to add' attention'. There are often some friends in the industry who exchange the methodology of industry research and strategic consulting with the analysts of NE Research Institute. They are also interested in how to study the industry and put forward strategic suggestions for enterprises in the NE era. Therefore, Bian Xiao also wants to write some words to discuss relevant methods with you. Let me talk about a small topic today-user operation. From "the worst person" to "the cloud opens to see the moon", is "user operation" important for new energy vehicle start-up brands? The answer seems self-evident. Li Bin was the first person to say no to unimportant words. We can see that since its establishment, Weiwei has invested heavily in user operation and created high user satisfaction. In 2020, Wei will come to Loyal Wife, and the capital injection needs no elaboration. But it is absolutely inseparable from the support of users to "keep" this day. This credit naturally comes from Weilai's continuous efforts in user operation. Today, the theory that "customer satisfaction can play a huge role in enterprise management and contribute to the long-term development of brands" has long been deeply rooted in people's hearts. Almost all companies are concerned about user operation and expect to create high satisfaction. Weilai's example tells a conclusion close to the truth: for new brands in the field of new energy enterprises, user operation is the most important. But the logical order seems to be neglected by us: there must be a group of users to talk about user operation, to satisfy users, and to satisfy users to play the role of brand reputation. So, where did these first users come from? In other words, is it possible for user operation to play a role on the stage without the owner? "Quasi-user" operation To answer this question, we should first return to the concept of "user satisfaction". When we open marketing textbooks, we usually tell us that satisfaction refers to a person's feeling of pleasure or disappointment after comparing the perceived performance (or result) of a product or service with expectations. If the performance or experience fails to meet expectations, the customer will be dissatisfied; If the performance or experience meets expectations, customers will be satisfied; If the performance or experience exceeds expectations, customers will be very satisfied or happy. Then, in order to satisfy users after consumption, what enterprises need to do when there are no users is to "cultivate users' expectations" and "create good product performance or experience". The so-called "cultivating user expectations", in other words, is to operate "quasi-users" at this stage. On the other hand, when prospective car owners make car purchase decisions (especially for the first time), the "follow-up service quality" is often not as important as people in the industry think. If start-up car companies only do "user operation" and ignore "quasi-user operation", it is easy to fall into a misunderstanding: what you have been emphasizing (for example, my service is good) is not what users care about (for example, I don't care about your service for the time being, and your high cost performance is more important to me now). In this sense, "quasi-user operation" is actually: how to make the service system built by real money invested by enterprises feel and pay more attention to it in advance. Zhihu's recently released CSOP user data rights plan has caused a lot of discussion. Some people say "marketing tricks", while others say "marketing innovation". Such a hot topic, Bian Xiao is bound to pay attention to it. After understanding the whole CSOP plan, my biggest feeling is that this plan has realized the "quasi-user" operation mentioned above. In this plan, the owner obtains the original stone through mileage data and participating in the task. There are several key words: "the value can be expected (convertible software and hardware upgrades, financial and insurance products, you can enjoy the huge dividend of the company's appreciation)", "scarcity (the total investment is fixed at 300 million yuan, no additional issuance)" and "easy to get in the early stage (the early stage investment is large, the number of users is small, and the acquisition probability is high). Then, under the stimulus of this policy, the motivation of prospective users as angel wheel users to buy the first batch of new energy automobile products from Zhizhi has been greatly stimulated and improved. At the same time, because of the application of "blockchain technology", the concept of "mining" combined with the recent surge of "Bitcoin" and the rumor that "I regret missing Bitcoin", it is hard not to make people feel the idea of "don't miss it again this time". Back to the above-mentioned decision-making elements in the consumer purchase stage, it seems that Zhihu's move this time is more important to promote the purchase of prospective users. Further Discussion on "User Operation" Now we look at the cases of Wei Lai and Zhihu, and get the advanced degree of new ventures from "user operation" to "quasi-user operation". However, there are many ways for users to operate, which is often dazzling. If you do research and study the user operation strategy of an enterprise, how can you understand the core considerations behind a brand's choice of certain practices? If you are the operator of the enterprise, how to grasp the key of user operation and hit the essence directly? Therefore, with these two cases, let's further talk about "an essential element" and "two different practices" of user operation. First of all, an essential element: the allocation of high-quality resources. The essence of user operation is how much resources you can give and how to give back to different users. There are some stresses in this: it is mainly distributed to high-quality users, which may lead to the neglect of new users and affect the growth of brand assets; Rain and dew are wet, and the contribution of high-quality customers will not be affirmed, which will affect the long-term loyalty of users. Then someone said that I can take care of the old and the new. But we must understand that for every enterprise, quality resources are limited. Just like Weilai, with more and more customers, there is still a certain gap between the acquisition of points and the convertible value of points compared with a few years ago. So we hope to divide users into different levels, so that the allocation of high-quality resources has a basis. Reward new users who strive for advanced level (high frequency), and also reward old users who have made great purchases (large quantities) in the brand. This is why Zhihu has set up 30% training mining (that is, users participate in APP tasks, brand creation tasks, etc.). ) when setting the original stone acquisition method. Secondly, there are two different methods: user-level setting. Almost all brands choose 1 in this respect in the following two ways: in the initial stage, most brands hope to retain more users and bring more consumption. Therefore, this kind of brand basically attracts users to continue to participate in brand actions, and the user level continues to improve, only rising but not falling. When the brand matures, the focus at this time becomes to improve the user's activity and frequency of use, thus promoting the transaction and transformation. Therefore, such brands will choose to let the user level rise or fall. There are many examples in this regard, such as the hierarchical rules of Alipay members, which can rise or fall. If you are the owner of the new car-making forces such as Weilai, Tucki and Ideality, you may wish to take a look at the practices of related brands and take your seat accordingly. Now, we will follow these two paths to analyze the dazzling user operation mode. Is the essence of things like "seeing the pattern on the palm of your hand, everything is in front of you"? The above is one of many business ideas, and this article is just a brief introduction. There is no fixed method to solve the problem. Readers are welcome to communicate with each other, correct mistakes and improve together. Disclaimer: The above content is reproduced from the NE era, and the published content does not represent the position of this platform. 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