原创 小里上岸指南 小里上岸指南 2025年10月03日 22:51 河南 一、APP运营的核心能力图谱：先搞清楚"要提升什么" 很多刚入行的小伙伴常困惑："每天忙得脚不沾地，到底哪些能力才是关键？"其实，APP运营的核心是用数据和策略驱动用户增长与留存，具体可拆解为 五大模块，而其中"数据驱动能力"正变得越来越重要—— 1. 用户洞察能力：懂用户比懂套路更重要 用户不是流量数字，而是有血有肉的人。你需要学会用用户画像（年龄、性别、使用场景）、行为数据（打开频次、停留时长、跳出节点）定位需求。 2. 数据驱动能力：从"拍脑袋"到"看数据"（核心刚需） 运营离不开数据：活动效果要看转化率，渠道投放要看ROI，用户分层要看RFM模型……在大数据和AI时代，这种"用数据说话"的能力，已经是运营人 的"万金油技能"——无论你做用户增长、活动策划还是留存优化，都需要数据支撑决策。 3. 活动策划与执行：让"热闹"产生价值 拉新、促活、转化，活动是最直接的抓手。但活动不是"为了做而做"：目标要明确（是清库存还是拉新客？），规则要简单（用户3步内看懂），资源要 匹配（预算、流量、设计支持）。 二、为什么说数据分析能力是底层 ...

图片来源于网络 而这一切的背后，离不开BeBeBus对母婴市场的极致洞察并转化为商业价值，在同质化严重的市场中， 无疑具备长期增长潜力。 精准捕捉用户隐性需求，精准洞察成就破局关键 随着2025年国家级育儿补贴制度落地，中国中高端育儿市场呈现了"逆势扩容"态势：中高端育儿市场规 模持续扩大，母婴行业正在从同质化竞争转变为更加精细化的结构。在育儿补贴的政策的支持下，消费 结构也随之发生变化。 近日，高端母婴品牌BeBeBus母公司不同集团于9月15日至18日公开招股，预计9月23日正式上市。基石 投资者包括波司登集团关联的信庭基金、百亿级私募机构上海通怡投资及来自新加坡的Great Praise Investment，总认购金额达1500万美元，市场认购反响热烈。 随着市场竞争加大，中国母婴行业往往被贴上"低端"、"代工"的标签，传统母婴品牌功能堆砌伴随着粗 制滥造，灰黑色成为育儿产品的主基调，配合卡通图案画满全身，把"育儿"与"审美"对立，这样的产品 仅仅完成了实用的功能，完全忽略了消费者的情感需求的表达。 从新锐品牌变成国内母婴界的"C位"，BeBeBus仅用了5年时间。2018年，不同集团正式成立，于次年 ...

今天分享的是：跨境电商运营：2024年跨境电商产品创新能力白皮书 报告共计：65页 《2024年跨境电商产品创新能力白皮书》（效度出海、知无不言、同城会联合发布）聚焦跨境电商行业产品创新能力的发展、现状、挑战及解决方案。跨境 电商卖家产品创新历经四个阶段：野生期（流量红利，依赖选品与低价采购，产品易被模仿）、探索期（产品多元化，深化供应链合作，仍面临同质化）、 进阶期（基于竞品改良与VOC分析实现差异化，存在分析体系不匹配、信息透明无差异化问题）、高阶期（用户导向，需克服洞察技能、语言文化隔阂、 用户池资源三大困难）。当前行业面临产品创新成功率低（平均7个概念仅1个成功上市，不足10%达预期财务指标）、新品不达预期主因（市场调研不足 70%、卖点不清晰54%、品质控制不严47%）、创新困难（缺乏方向63%、专业人才62%、供应链问题48%）等挑战。调研显示，54%卖家为纯贸易型，56% 经营时长5-10年，美国是主要出海区域（59%），95%以亚马逊为核心平台，72%配置研发团队但多为5人以内，新品开发以"与供应商合作研发"（70%） 和"自主研发+代工厂生产"（58%）为主，76%卖家半数以上新品未达销售预 ...

《2024跨境电商产品创新能力白皮书》指出，跨境电商行业正从"粗放式增长"转向"精细化运营"，传统"选品+微创新"策略已 难满足消费者个性化需求。白皮书通过调研100多位顶尖卖家及访谈10位杰出卖家，梳理行业现状、挑战与机遇，并给出产品 创新方向。从发展阶段看，跨境电商卖家产品能力历经四阶段：野生期依赖流量红利与低成本采购，核心是发掘高性价比产 品，但产品易被模仿；探索期注重产品多元化与供应链拓展，整合产业带资源，却面临供应链管理复杂与同质化问题；进阶 期通过VOC分析和竞品改良实现差异化，然存在分析体系不匹配与信息透明导致的决策趋同问题；高阶期强调用户导向，需 克服洞察技能、语言文化隔阂、有效用户池资源三大困难。当前行业面临产品创新成功率低（平均7个概念仅1个上市，上市 后达标率不足10%）、新品销售不达预期（76%卖家半数以上新品未达目标）等挑战，失败主因是内部管理失效，如缺乏用户 洞察、产品无特色、资源分散等。调研显示，超半数卖家为纯贸易型，56%经营时长5-10年，美国是主要出海市场，亚马逊为 核心平台，多数卖家配置研发团队但专业人才匮乏，新品开发多采用与供应商合作或自主研发模式，却面临创新方向不明等 ...

Core Insights - The article emphasizes the importance of product operations as a critical link between products, users, and commercial value, highlighting the need for systematic improvement in data-driven decision-making capabilities [1] User Insight Capability - Effective user insight should combine quantitative behavior data and qualitative scene interviews, moving away from intuition-based approaches [3] - Utilizing tools to extract key user behavior data, such as click heatmaps and usage frequency, is essential for identifying experience gaps [3] - A case study illustrates that simplifying a complex registration process led to an 18% increase in retention for a specific user group after identifying the issue through data analysis [3] Data Analysis Capability - Advanced data analysis requires a comprehensive approach from problem definition to strategy output, moving beyond basic Excel skills [5] - Mastery of tools like SQL for data extraction and Python or R for advanced modeling is crucial, as taught in the CDA data analyst course [5] - A practical example shows that implementing a "free shipping" strategy based on user behavior analysis resulted in a 12% increase in conversion rates [5] CDA Data Analyst Certification - The CDA data analyst certification is highly recognized in the data field, comparable to CPA and CFA certifications, and is recommended by authoritative media [6] - Many companies prioritize CDA certification in their hiring processes, especially in technical roles within banks and financial institutions [9] Employment Opportunities and Salary - Job roles for CDA certified individuals include data analyst positions in major internet companies, technical roles in finance, business intelligence consultants, and market research [11] - The starting salary for these positions is around 15K+, with a significant industry demand for skilled professionals [11] Content Operation Capability - Content creation should be informed by data rather than assumptions, focusing on building trust and value with users [13] - Analyzing user profiles and content preferences can enhance content effectiveness, as demonstrated by a knowledge payment team that increased conversion rates by adjusting content structure based on data insights [13] Phased Capability Enhancement Path - Initial Stage (0-1 year): Focus on foundational skills in data processing and basic analysis, participating in practical projects to develop business acumen [15] - Intermediate Stage (1-3 years): Learn SQL and Python for multidimensional data analysis, aiming to obtain CDA Level I certification [16] - Advanced Stage (3-5 years+): Master predictive modeling and machine learning applications, potentially obtaining CDA Level II certification to enhance strategic influence [17] Conclusion - Continuous accumulation and validation of skills in product operations and data analysis are essential for career advancement in a competitive job market [17]

Core Insights - The article emphasizes the importance of mastering core skills in product operations to stand out in the workplace, particularly through data analysis capabilities [1][15] - Obtaining the CDA Data Analyst certification is highlighted as a valuable way to enhance data analysis skills, which are crucial in the era of big data [1][15] CDA Data Analyst Certification - The CDA Data Analyst certification is recognized as one of the most prestigious in the data field, comparable to CPA and CFA certifications, and is recommended by authoritative media [3] - Many companies prioritize CDA certification in their hiring processes, especially in technical roles within banks and financial institutions [5] Employment Opportunities - Potential job roles for CDA certified individuals include data analyst positions in major internet companies, technical roles in finance and banking, business intelligence consultants, market researchers, and product operations [6] Salary Expectations - The starting salary for positions requiring CDA certification is reported to be over 15,000 yuan, indicating a significant demand in the industry [7] Product Operations Skills - Effective product operations revolve around understanding user needs, which can be achieved through various stages of user engagement and analysis [9] - Successful event planning is crucial for enhancing product visibility and user engagement, with a structured approach to activity management being essential [11] - Cross-departmental collaboration is vital for efficient project execution, requiring clear communication and conflict resolution skills [13] Conclusion - To excel in product operations, professionals should focus on developing skills in data analysis, user insights, event planning, and cross-department collaboration, while considering obtaining the CDA Data Analyst certification for career advancement [15]

Core Viewpoint - Yuan Ding Intelligent has established itself as a leading player in the pool cleaning robot market, leveraging strong product capabilities and innovative technology to create a significant competitive advantage in both online and offline channels [2][23]. Group 1: Market Position and Competitors - Yuan Ding Intelligent is currently the top seller of pool cleaning robots globally, with over 2 million units sold and a presence in 7,000 retail stores across Europe and North America [5][21]. - Competitors recognize Yuan Ding Intelligent as both a formidable challenge and a benchmark to aspire to, highlighting its dominant market position [2][5]. - The company has achieved significant sales success on platforms like Amazon, with a market share of 51% in the $500-$700 price range for its Aiper Scuba S1 model [6][12]. Group 2: Product Innovation and Technology - Yuan Ding Intelligent has pioneered a wireless revolution in pool cleaning robots, creating a generational gap in user experience compared to competitors [8]. - The company has developed a leading underwater fluid simulation platform to enhance cleaning capabilities, achieving a performance rating of 7.5 compared to competitors' 6 [8][9]. - The third-generation Scuba X series has successfully addressed underwater communication challenges, allowing for remote control and improved coverage [9][10]. Group 3: Brand Reputation and Consumer Insights - Yuan Ding Intelligent has built a strong brand reputation, with 22.7% of users praising its powerful suction and 18.2% highlighting excellent battery life [7]. - The company has received multiple design awards, including six iF Design Awards and three Red Dot Design Awards in 2025, further solidifying its market position [7][12]. - The company's approach to understanding consumer needs involves direct engagement with users, ensuring that product development aligns closely with market demands [16][18]. Group 4: Channel Strategy and Market Expansion - Yuan Ding Intelligent has successfully penetrated both online and offline channels, with over 40% of sales coming from physical retail locations [19][21]. - The company has established partnerships with major retailers like Home Depot and Walmart, which are critical for gaining shelf space in a competitive market [21]. - A strategic collaboration with Fluidra, a global leader in the pool industry, has further enhanced Yuan Ding Intelligent's market presence and credibility [21].

Core Viewpoint - The essence of business remains the connection between people, and understanding user needs and insights is crucial for growth, especially in the AI era [2][5][15]. Group 1: AI and Growth - The arrival of AI has changed growth logic, but the fundamental principle of understanding user needs remains unchanged [6][7]. - AI can empower businesses by providing real incremental value and improving efficiency in user acquisition and retention [6][7][49]. - Companies that focus on unmet user needs can discover significant growth opportunities, as demonstrated by the AI PPT case targeting mothers [10][14]. Group 2: User Insights and Metrics - Establishing the right North Star metric is essential for guiding growth strategies, as seen in Meituan's shift from GMV to order volume [18][19]. - Metrics should be based on user insights and can evolve with the product lifecycle, ensuring alignment with user needs and market conditions [20][21][27]. - The importance of understanding why users leave is emphasized, as it can be more critical than knowing why they stay [55][51]. Group 3: Data Analysis and Strategy - A systematic approach to data analysis is necessary for effective decision-making, allowing for detailed breakdowns of performance metrics [31][32]. - Companies should focus on user behavior and preferences to refine their strategies, ensuring that insights are actionable and relevant [36][38]. - AI can assist in data processing and user research, enhancing productivity and decision-making capabilities [40][52]. Group 4: Retention and Recall Strategies - Retaining users requires a deep understanding of their needs and behaviors, with AI models helping to identify key factors influencing user retention [49][51]. - The ability to recall users hinges on understanding the reasons for their departure, which can be influenced by various factors, including geographic and economic indicators [51][52]. - Companies must balance short-term gains with long-term user value to ensure sustainable growth [22][30]. Group 5: Challenges in AI Growth - Despite the potential of AI, challenges remain in achieving high retention rates and effective monetization strategies [56][57]. - The industry is evolving, with domestic companies leading in growth strategies, indicating a shift in knowledge exchange between international markets [57].

当前的市场热衷给硬件加上AI以提高价格，但这更多只是手段而不是目的。 作者丨吴优 满足用户精神嗨点的产品，更容易做成高价 雷峰网·鲸犀：当前硬件产品的价格区间要如何分类？什么样的产品可以被定义为高价产品？ 编辑丨刘伟 DJI、拓竹等中国硬件公司近些年的亮眼成绩在提醒我们一件事：高端硬件阵地似乎正在从美国硅谷向中国 深圳转移。"中国制造"不再是极致性价比的代名词，中国公司也能做出广受海外市场欢迎的高品质高价格 的硬件产品。 不过，DJI、拓竹这样的公司依旧是中国硬件企业中的少数，高价硬件产品究竟需要如何定义和销售，依旧 是中国企业需要持续探索的课题。 本期雷峰网·鲸犀出海百人谈栏目，邀请到海石出海创始合伙人杨飞，分享中国硬件出海，应该如何正确做 出高价产品。 杨飞先生拥有超15年的创业和投资经验，于2024年发起海石出海，目前海石出海服务的客户已经覆盖了从 成功众筹200万美金的初创公司，到国内收入达100亿的大型产业集团，为其从零打造出海运营、营销和品 牌体系。杨飞曾任百联挚高资本的出海赛道负责人，也是著名美元基金云九资本创始团队成员，从零推动 云九资本发展为管理规模超20亿美金的主流机构。 最近，杨飞在咖啡 ...

Core Insights - Anker Innovations has achieved significant growth, with a revenue of 16.449 billion yuan in the first three quarters of 2024, representing a year-on-year increase of 39.56% [3] - The company has established itself as a leader in the global charging market, holding the top position in power bank sales for four consecutive years and dominating Amazon Japan's best-seller list [3] - Anker's product strategy focuses on user needs, leading to innovative products like the Anker SOLIX X1 home energy storage system and collaborations with popular IPs like Doraemon [3][5] Group 1: Company Overview - Anker Innovations, founded in 2011, is one of the largest global consumer electronics brands in China, specializing in smart accessories and hardware [1][3] - The company has developed multiple brands, including Anker, Soundcore, eufy, and Nebula, expanding its business into AIoT, smart home, smart acoustics, and smart security [1][3] - Anker has over 200 million users across more than 140 countries, with 96% of its revenue coming from overseas [3] Group 2: Financial Performance - In 2024, Anker Innovations reported a revenue of 16.449 billion yuan, marking a 39.56% increase compared to the previous year [3] - The Anker SOLIX brand has seen a sixfold revenue increase in just two years, with expectations to exceed 3 billion yuan in 2024 [3] Group 3: Product Innovation - Anker has transitioned from a single brand to a comprehensive ecosystem covering smart electricity, smart home automation, and smart audio-visual products [6] - The company has made significant advancements in charging technology, introducing the fourth generation of gallium nitride chargers in 2024, which improves charging efficiency by 30% [9] - Anker's SOLIX X1 home energy storage system features a modular design and can operate in extreme conditions, showcasing the company's commitment to technological innovation [9] Group 4: Strategic Vision - Anker Innovations aims to create a "creator's paradise" that inspires innovation and becomes a beloved brand among global consumers [10] - The company is focused on reshaping the value chain of "Made in China" through technological innovation and aims to establish itself as a global leader in the consumer electronics industry [10]