In his work, the author of this book, Pony Fish, will meet two types of people who covet the Internet industry but don't know where to start. The first category is college students, the attraction of the Internet to them is - countless stories of wealth and freedom, but there is no relevant courses in the university; the other category is in the other over the rapid development period of the industry after three or five years of work want to transition, the attraction of the Internet to them is - sustained competitiveness and good development of their attraction to the Internet. The attraction of the Internet for them is - sustained competitiveness and good development prospects, but the Internet industry, the competition for talent is fierce, they are not willing to and newcomers a starting line. So for the second group of people, what can be transplanted from their past work experience to form their own unique competitiveness? This chapter should answer some of your questions. The most popular positions on the Internet are product positions and operation positions. Here, we'll focus on operations positions from the perspective of Ponyfish's own experience.
Why operations is one of the best ways to enter the Internet industry
First of all, there is a huge gap in operations positions, and one aspect of the gap comes from the startup boom, with startups springing up. Typically, a product is paired with at least three operations staff to get it off the ground. On the other hand, many traditional enterprises are carrying out the transformation of "Internet +", which will also give birth to many operation positions.
Second, the status of operations staff is getting higher and higher. Product and operation is more important, this problem, we have different views. However, it has to be admitted, in the product homogenization today, can use technology and products to do things, has been BAT and their investment in the company to do more or less, the ants rely on operations. And the traffic dividend has been exhausted, the enterprise more pursuit of refined operation. This also makes the operations staff from the miscellaneous become more gold.
Again, doing operations work, can quickly improve personal ability, the changing environment makes oneself have to break through the comfort zone, upgrade iteration. This ability is portable, can be taken away, and in other industries other positions accumulated some relationships and resources, may not be able to take away.
Finally, it is very likely that the operators will operate their own personal brands to realize the value of cash. The first thing I've learned is that I'm not the only one who can do this, and I'm not the only one who can do it. In her work, she got to know a lot of netroots, found some routes, and found that she also has some relevant characteristics, so she started to build herself, and now she is a travel netroot with an annual income of one million dollars. Pony Fish's male best friend, the same class of Ctrip management training students, now also become a food netroots. There is a lot of **** in common between running a product and running yourself. By doing personal branding, not only can you raise your own stature in the industry, but if you want to do knowledge realization or freelancing, it will be a lot smoother.
The price of the operator
The salary of the first-tier Internet companies is very attractive, more than the four major accounting firms, foreign banks and so on, which were then rushed by everyone and held up on the altar. The salary data of the operation post, she did not find, only personal experience to make the following statement:
After graduation, the price trend of the operation personnel
Ali operation: graduation year 1, the level of P4/P5, annual salary of 150,000-200,000 yuan; graduation year 3, the level of P6, the annual salary of 200,000 to 300,000 yuan; graduation year 5 and above, the level of P7, the annual salary of 300,000-400,000 yuan+. Options.
Startups: in the 1st year of graduation, the position is Operations Specialist, with an annual salary of $50,000 to $80,000; in the 3rd year of graduation, the position is Senior Operations/Operations Manager, with an annual salary of $100,000 to $150,000 + options, and in the 5th year of graduation and above, the position is Operations Director, with an annual salary of $200,000 to $300,000 + options.
From the above, you can answer two questions: graduation into Ali or startups, if the work is good, 3 years or years later, what kind of status of their salary level? If the first year of graduation did not go to a large company, there is still an opportunity in the future?
From the above trend, it can be seen: in the 3rd and 5th year of graduation, startup operations staff is possible to jump to Ali, and Ali's operations staff may also be in the 3rd, 5th year or even after, outward to jump to the startup. However, Ali people to jump out, there are many opportunities, startups people to Ali jump, but one in a hundred. First of all, the startup should be Ali just started to want to force the field; secondly, their own experience in this area can be directly migrated to the new Ali Division; and, the original company in the vertical field of the number one. For example, in recent years, Ali has made efforts in travel (Flying Pig), logistics (Cainiao), health (Ali Health), film industry (Ali Pictures), mobile office (Nail), second-hand idle trade (idle fish), new retail (Box Ma Fresh Sheng) and other business sections. A lot of vertical industry inside the talent, through this opportunity to jump to Ali, making the original skills on the Internet fast track, career on a new level.
Five steps to frame the ideal operation position
The recruitment market is dazzling operation position, salary from two or three thousand dollars to two or three million dollars have, the industry also varies. How do you find the right direction for yourself? Can be divided into five steps to frame an ideal operation position.
The first step is to choose a vertical industry.
The importance of choosing an industry is more important than choosing a university! Internet companies are divided by product form, there will be information content, social, e-commerce, O2O, games and tools. Nearly, the Internet penetrated into the vertical segments of the industry, giving rise to a lot of small and beautiful "Internet +" companies, including: Internet + agriculture, Internet + tourism, Internet + travel, Internet + health care, Internet + education, Internet + flowers and trees, Internet + food and beverage, Internet + home improvement, Internet + finance, Internet + cultural and creative and many other industries.
When the Internet becomes an infrastructure, the scope is too wide if you just want to get into an Internet company! Think about whether you are particularly interested in and talented in a particular vertical segment. By narrowing down the scope, it is entirely possible to find a company that is a good fit for you, and may not be worse than a large company. For example, Pony Fish has always been fascinated by the travel industry, and his first two jobs, from Ctrip to Flying Pig, accumulated a lot of experience in the industry, and he was happier in the process. If you are a heavy user of the product yourself, it will be much easier to operate it and it will be easy to mingle with the users. If you don't know what companies are in your favorite field, you can check by category on ASO100 and New List.
The second step is to choose a company.
Many people will be entangled to go to a large company or a small company: some people are afraid of being reduced to a large company in the "screw" and want to go to a small company to practice, some people are afraid of a small company can not live a long time to go to a large company to stay steadily. In fact, these are not comprehensive considerations. BAT is a large company, large and dynamic, do not have to hold prejudice against large companies, Ali has a lot of internal entrepreneurial small companies, employees are very hard, there are many opportunities.
It's worth letting yourself get tangled up in: a first-tier Internet company, or a fast-growing startup with potential. These two types of companies are really difficult to choose, both belong to the first-class company. If you have to choose, pony fish think: in the career, did not go to the former regret will be greater! Moreover, the probability of going to the former is even smaller when you miss the school recruitment. When jumping from the former to the latter, the choice is a little bigger. So, her first push is still a first-tier Internet company.
How do you know which companies are first-tier Internet companies? The first thing you need to know is that you're not going to be able to get your hands on any of these things, but you're going to need to be able to get your hands on some of these things, and you're going to need to be able to get your hands on some of these things. How do you know if a startup has potential? It can be seen from its founding team and financing.
The third step is to choose a position. The relationship between a company and a position is much like the relationship between a university and a major, and whether to choose a university or a major has been an enduring point of debate. Each type of company has its own advantageous positions, and choosing these positions will be more competitive.
How do you determine if a position is an advantageous one? The first to see if the company has the most experience accumulated, become the industry benchmark position. For example, Taobao's category operation, expert operation and activity operation, and content operation and user operation are emerging positions, need to supplement the external forces, their own experience does not have a lot of accumulation to feed the newcomers; Secondly, see whether the position contains the company's most dependent on the competitiveness of the survival. For example: Xiaohongshu is based on content and community, its two types of positions are more competitive than the same positions in idle fish. Finally, you can also ask industry insiders or seniors who have already joined the company. As time goes by, each position will also change dynamically, the original advantageous positions may fall, and emerging positions may gradually become competitive. At any time to maintain the state of enterprise, so as not to lag behind!
The fourth step is to choose a team. Apply for a job should also look at the team, especially the startup, the team decided to go far away from the company. A look at the team's genes: e-commerce genes or social genes, 2B (to business) or 2C (to customer)? Baidu, Ali or Tencent? Are you doing what you are good at and love? Look at the leadership: Are the bosses and core managers from first-tier Internet companies? Do they have the charisma to enlist a group of outstanding talents? Want to go to the department whether there is a unique leader can lead the team? Third, look at the values. This may seem a bit abstract, but it is also very important, otherwise, for the sake of results, you may be forced to do things against their values. The bottom line of values is at least: do not do evil, the first heart to the good, and create value for the user.
Step 5, choose the salary. If the first few items are more satisfied, then the salary is generally not bad. The general company's salary for fresh graduates is determined, there is no room for negotiation; but you can talk about salary in a startup. If you have a few years of work experience, you can also negotiate salary with the company within a certain range. Talking about money does not hurt feelings, money allows people to have more knowledge, charging learning, socializing opportunities, beneficial to the work. Fear is afraid of "in the talk did not care, work and feel for this salary is not worth it, and thus relaxation slack themselves". Bosses will only raise wages when their employees reach a higher level, not when they wait for their employees to grow. In addition, if you're still in the internship phase, it's okay to have a lower internship wage, the experience is actually a knockout brick.
Using data-based thinking to choose a job - career planning, you can also use the thinking of data-based operations!
Got a few job offers in hand but don't know how to choose? Scoring! Put the care and career choice related factors in the first line, the first column to place a few job opportunities options, in the space according to 1 ~ 5 points for different factors scoring. If each factor is equally important to you, just sum it up. As a matter of common sense, the highest total score is the most correct choice. If there are different weights between the factors, they can be weighted and summed. Early Taobao followed this logic when it came to sorting experts and products.
How to prepare for the operation post for college students
Anchor position
One of the four thinking of the operation is refined thinking, and some people a resume to go all over the world, obviously did not use the refined thinking. If the resume looks with 1000 jobs match are very general, not as good as let the resume looks with 10 jobs are very match, with the other 990 jobs are very mismatch. Because every person has a niche and every position has a niche. It would be irresponsible to yourself and to the company to ignore the fit therein and just barely pass. Therefore, it is recommended that all people learn to read the job description, which hides a lot of information. Each type of operation job description will have some **** the same points and differences, to find out their own characteristics and obvious presentation, so that people will feel at a glance "you are it"!
When you're looking for a job, you should prepare a resume for at least one type of operations position, and include examples of "****similarities" that prove you're capable of doing the job. The more extreme practice is: if there can meet the job "difference point" case or character livestock, in each time before the delivery of the resume, the relevant text added to the most prominent position, or in the body of the mail to highlight! This way the likelihood of success will be greater!
Resume tips: Case! Details! Data!
The most important tips are in the 3 words above.
Case: slightly.
Details: represents the real! Strongly recommended: use more ink to describe the cases they have done in the two or three cases of the most exciting.
Data: represents the persuasive power! In each case, there should be data! An absolute data does not mean anything, to take it and the previous data than, and the opponent than, and the target than.
What if there is no case? Opportunities are always given to those 20% prepared! The effect of the temporary clasp may be limited, but it can always make up for some of the shortcomings. Realize their own shortcomings, as soon as possible in a short period of time to make up. On the one hand, you can find out the most feasible ones from the cases mentioned in the book and realize some of them. Considering that it is difficult to achieve results alone, you can also organize a small team to achieve the goal together! On the other hand, it is necessary to show the attitude and efforts of continuous learning, so that others can see their own potential.
Written skills
In recent years, the Internet company's written questions, are very imaginative, difficult, innovative. Written test questions would not have the correct answer, just hope that from this can see the candidate's logic, knowledge and creativity. There are three types of common questions: (first type) about the company's innovative business; (second type) about the industry; (third type) about their own case description.
Answer ideas:
Set up a good structure (generally general) - fill in the answer (stand in the perspective of the questioner to reverse what he wants to examine, answer to the point)
Encourage more use of some terms, jargon, proprietary vocabulary and other seemingly professional words, step on the scoring point.
The usual accumulation and preparation
Before the written test, read a lot of related materials, familiarize yourself with the official websites of the company you are applying for and your competitors, and check the financial media reports related to the company in the last half a year, the official channel reports, as well as the excellent answers on Zhihu.
When you come across something that inspires you, take a screenshot or copy it to your cell phone notepad at any time (e.g., the latest strategy, the differentiation between you and your competitors)
Always test yourself and ask yourself questions. Vertical test: the depth of the analysis of this product; horizontal test: the existence of competitors, what are the advantages and disadvantages of each.
Interview tips:
Before the interview to understand the corporate culture.
Assuming that you want to go to Ali, you need to understand Ali's view of talent, and this time you should look at the official reports rather than postings and forums.
Peng Lei (co-founder of Alibaba Group, successive Chief Talent Officer CPO) in a speech, it is said that Ali's concept of talent: smart, skinny, optimistic, self-reflective. Smart: professional ability and open-mindedness, high IQ and EQ; pragmatic: withstand tossing and turning, "killing" and "cupping" do not matter, can resist pressure and not be proud; optimistic: full of objective and rational understanding of the real situation, still full of curiosity and fun, love of tossing; introspection. The first thing you need to do is to look at yourself and see if you can find a way to make it work for you.
Interview FAQs: See "I'm doing operations in Ali" P194~P196.
Interview details:
Image and industry match: interview beauty industry, always have to make a delicate makeup, interview clothing categories, always have to appear to be very good with the dress, interview travel, outdoor, sports industry, always have to be full of vitality.
Aura: equal confidence, calm and relaxed.
Speak to the point: logical, total division, end on point.
Exceed expectations: always think one step ahead of what the interviewer wants.
Quality: From the moment you enter the company, everyone can be an examiner. It is natural to be highly qualified, courteous and helpful.
Tip: Nowadays, the direction of finding a job is becoming more and more vertical. Internet talent, you can pay more attention to Lahou.com; middle and high-end talent, you can pay more attention to the hunt for employment; direct communication with the boss, you can pay more attention to Boss Direct Employment; if you want to communicate privately with the boss or the high-end talent manager, you can use more pulse and LinkedIn; more use of schoolmasters, schoolmates, and the group members of the inward push opportunity.
Traditional industry personnel how to transition to do Internet operations
In fact, traditional industry personnel transition to do Internet operations is a very promising thing. Because: the Internet is becoming an infrastructure like water, electricity and gas, and therefore, must be combined with the real industry to produce greater business value.
The first situation: into the BAT such a big platform.
Early Taobao operators understand the e-commerce on the line, in recent years, high-level requirements to operate personnel in-depth industry and dug a lot of industry veterans over. E-commerce "two" is more based on data to judge, but this may lead to miss the opportunity of market segments within the industry, the need for more experienced vertical industry people more third judgment and guide the cultivation of market growth.
This is true for the floriculture industry, as well as the home appliance industry, the travel industry, and the fresh food industry. Experts from offline may bring new growth and many new ways of playing to Taobao and Tmall by reshaping the supply chain. Many of the plays that touch the supply chain show that both Taobao and Tmall are not just a platform for selling goods, but can also help merchants remodel their supply chains. Because of this, there is a need for more people who understand the industry better to join.
The second scenario: entering a vertical e-commerce platform such as the "Dongjia" app.
"Dongjia" is the startup company that Pony Fish went to after leaving Ali. It is an e-commerce platform for artisan handicrafts. They require operators to understand the craft, including tea, Chinese clothing, jewelry and literature, etc., but also need to understand the art auction. "Dongjia" even has a special stationed in Jingdezhen to find and excavate porcelain city partners. These talents in the field of e-commerce is difficult to find, a large number of absorbed a number of cultural and creative and art industry.
The third situation: transferred to the current company's Internet-related departments.
If your company has the idea of setting up an Internet division or online marketing department or e-commerce department, you can seize the opportunity to transfer internally, so that the attrition will be smaller. The sister of the pony fish in China Merchants Bank to do customer service, which is a very easy to see the ceiling of the position. She told Pony Fish: the bank is internally selecting customer service who can write to produce content and do content marketing. This is a good opportunity, worth a try. Because this has not left the big platform, salary did not fluctuate, and develop another skill, and this skill is more promising than the original customer service skills.
There are a lot of people who want to transform, but not everyone in traditional industries can transform successfully. What are the mysteries? And what can be done to prepare?
Find the aspects of your existing core skills and resources that are similar to those of an Internet operations position!
If you are doing BD in the pharmaceutical industry, either go to the Internet + pharmaceutical companies to do operations, or go to other industries to do BD, do not medicine (industry) and BD (position) both change, this will be very dangerous (both legs are hanging).
In addition, read more WeChat public number articles and books on Internet industry observation, targeted to strengthen the proprietary terminology, and understand the meaning and application scenarios;
In addition, diffusion of thinking rather than self-limitation, don't trap yourself in the vertical field, and collide ideas with people in the Internet industry more often.
Even after entering an Internet company, you still can't slack off! Continuous learning and the ability to resist pressure must have! Because no one is obligated to teach themselves, be humble! In the scope of their own ability to query after all the results are not the case, and then go to ask others.
From rookie to senior, the secret of the growth of the pony fish
Perhaps now all the bad feeling is normal, perhaps on the road to growth, just quantitative change has not yet caused qualitative change, to give growth some time.
I. Break out of your comfort zone and keep your ability to learn strong.
Ponyfish knows that she herself is not here to mingle and grow every day in the company. Although changing jobs affects promotion, she is more concerned about getting an adequate competency structure for use after leaving the platform as early as possible, with salary and hierarchy being secondary considerations.
ii. Possess the ability to get others to pour in.
The world is changing too fast, capable people are willing to bring their own, carry themselves, is the most efficient channel to obtain knowledge, much more useful than reading books and listening to lectures! How to obtain this ability?1. Be grateful! No one is willing to take a person who is not grateful.2. Find a connection between you, maybe it is an old hometown, maybe there is some kind of **** the same hobby, or maybe it is the predecessor saw in himself the way he worked hard in his year.3. Exchange of value, the socialization in which one party asks for what the other party pays for, is not equal and not long-lasting. They should try to create value for each other, see what they can help to do. If you really do not have any "use value", the gap between the two sides of the segment is too large, perhaps pay to learn (pay to learn can be drawn closer to the distance between the big names. If he can become an excellent case of the big name, he must have the opportunity to make close contact with him) 4. Do others want to become but forced by some kind of mundane pressure can not do KBL (Key Bhavior Leader, Key Behavior Leader). That is, one does what others are afraid to do. Many seniors are willing to make friends with Pony Fish because they can't see impatience, money worship and quick success in her, but more peace and poetry. They envy her spontaneity, as if she is realizing a path of freedom for them, interpreting another way of living for Internet people.
III. Build a personal brand.
Ali people often work overtime, the busier they are, the more the pony fish squeeze out a lot of time to do what she wants to do, to achieve a relative balance between public and private time. Find a sense of rhythm in life, otherwise there will be a sense of powerlessness kidnapped by the work.
When others are resting, she is looking for people to chat, eat, and swap knowledge across departments; when others are off work, she reads intranet study materials and listens to lectures; when others are sleeping, she is taking care of the Taobao City's vegetable garden, learning yoga, and dancing. In addition, every weekend, she has half a day to read books in the Zhejiang Provincial Library, and will have a day to communicate with interesting people outside the company and do offline activities.
She has a hashtag--#Girl with land in Ali#, and in the eyes of her colleagues, she is a person who loves the field, loves traveling, and has a wide social circle. In this way, personal recognition and crossover were gradually established. Then later, she outputs values by writing articles, being an offline sharing guest, and taking classes online, so that after gradually forming a personal brand, it is easier to meet big names, get opportunities, find connections, and get resources.
In the next few years, what kind of operation people are the most popular
Although operation is a long-term popular position, but we must know that not all operation people can improve the price and realize the value! A harsh reality is that the use of artificial intelligence is replacing the work of a large number of basic operations personnel! So, what kind of operations personnel will be most popular in the next few years? Operations people who understand business, human nature, industry, users, products and markets!
Operations people who understand products and markets. Product and market are the two departments that operations personnel deal with the most, not just docking well, but also have their thinking, can stand in their point of view to see the problem, understand some of their basic work. For example, learning the MVP (minimum viable product) thinking, iterative thinking, logical thinking of the product manager, and understanding the user insights, advertising, media cooperation of the marketing department. The composite ability model is much less likely to be replaced by machines.
Operators who know the industry. Choose a sunrise industry (at least it can't be a sunset industry), and do things that have time compound interest. In-depth industry, know the unspoken rules, dynamics, development, and industry KA merchants and leading brands to maintain a relationship, have a circle and network, the proposed operation program is tailored for the industry, rather than a one-size-fits-all, can not do a pan-scene undifferentiated operation!
Operators who understand users. The best case scenario is: they are the operation of the product of the heavy use of the user, and the user can mingle with the user, the user's insight is very keen, and even become the circle of the KOL. (For example: some time ago, Taobao released the senior use of the research commissioner position has caused a wide range of people to look around. The company offered 35 to 40 million yuan annual salary, looking for more than 60 years of age with at least 1 year of online shopping experience, if 3 years of online shopping experience is preferred in the old and middle-aged user groups KOL. With the rise of the "silver economy", the operation of the understanding of the user may be the more old the more popular.)
The operator who understands human nature. The operation is to face up to the human feelings and desires. Users are naturally fickle, fond of the old and new, and interested in goods for a shorter and shorter period of time, so chasing hotspots and following routines can be exhausting and yield little results. Only after trying to understand human nature and insights, can they generate a constant stream of inspiration.
An operator who understands business. A good operations person can do things right, but not necessarily do the right thing and make money. A good operations person will get the strategy off the ground, but may not be good at predicting windfalls, choosing runways, trade-offs and other strategic issues. Operations is more prone to burying their heads in the sand and getting bogged down in the details, and if the future direction is entrepreneurship, they need to look up and watch the monitor and understand the big business picture.
Finally, operation in the end, or a person, its biggest mission is: to operate their own life! In the future, what is the most competitive way to live? Live yourself! Put the talent on the field of love, everything else comes!