Review my nine-year operating career and review my growth path. The article is a bit long and requires a bit of patience to read through.
I graduated in 2013 and started operations, and now it has been 22 years, nine years.
After graduation, my first job email list was at Tencent ECC. ECC is Tencent's e-commerce business, formerly known as Paipai.com, and the product we were doing at the time was QQ online shopping. I am in charge of the category operation of the home category.
The biggest gain of category operation is to do conversions.
Big companies are very careful about conversions. One of my KPIs at the time was the click-through rate of the Big Mac on the site. As a small household category, I wanted to compete for exposure in the same frame as the 3C business, so I went to research various household items at that time. The influence of picture design and copywriting on click-through rate, and finally found several popular copywriting, which can be compared with 3C mobile phones. This work has given me some intuition about copywriting and design. When I see a picture, I can roughly judge its user acceptance and click-through rate.
In TX, I also need to put q's advertisements myself to drain traffic to the category and be responsible for ROI. When I took over, it was mainly aimed at women, and launched the home textile category, some sweet four-piece suits, and the ROI at that time was 0.68. After taking over, the ROI was increased from 0.68 to 1.3 by digging the conversion rate of the entire funnel, constantly changing products, trying various pictures, optimizing the success page, etc. If we voted to 1 for the public line, even if the KPI is achieved.
But I wanted to see if it could be higher, and then one day I had a whim, whether I could try other categories. So I started to try to invest in the household category. It didn't matter, I took off immediately. For Supor's pot, I can vote for 4. In my impression, a ush2 lighter of 29.9 is used as a drainage model for men, and the ROI can reach 8. These experiences made me understand the importance of jumping out of the inherent thinking mode, changing the category, changing the customer group, and opening the door to a new world.
Another big growth is the project management ability. I started doing big promotion PMs 3 months after I joined the company, and I did big promotions in October, November 11, and March. Every big promotion is a process of mobilizing the whole group and following up on the project. This process is a great experience for me. With Gantt charts, you can keep your project organized and error-free. In addition, I have always felt that I am relatively introverted and not good at communication. At the same time, I connect with classmates, public line students, design, and R&D. I go to the big promotion day every day. This is a challenge for me. Of course, I finally Well done.