The beauty of big data is that it can reveal the iceberg hidden below the surface of the water, predict what will happen in the future according to the law, and tell people the information they didn't know.
For example, at what age do Chinese women on average shift their focus from swimming to square dancing, what are the differences in consumers' attention to healthy eating at different ages, and what are the differences in online shopping habits between Android and iOS terminals, all of which are hidden information that can be derived from the huge amount of sales and user data. The company's website is a great source of information about the company's products and services.
Che Pinjue, the author of "Battle of Big Data," gave an example to a reporter from the First Financial Daily not long ago, saying that the back-end system can track the speed and interval of a person's keystrokes to determine the purpose of his browsing on a shopping site (whether it's to stroll around or purposefully shop) and his willingness to buy, and that big data behind the scene reveals what the e-commerce site would not otherwise have known.
Of course, today's online shopping has entered the era of mobile, this year's double 11 Alibaba mobile turnover accounted for up to 68% of the cell phone online shopping has become a major trend. The cell phone than the PC provides a more diversified and complex data dimensions, such as based on geographic location LBS, the introduction of this variable so that the size of the big data geometric progression increase, can provide greater value to the big data analysis. With a cell phone in hand, everyone is a data sensor.
In fact, the Big Data Business Report (hereinafter referred to as "the report"), jointly released by the Business Data Center of China Business News and Alibaba, confirms the obvious characteristics of the mobile trend from different dimensions. The report is also the first time the Amoy platform will be the global consumer data relying on professional media organizations to systematically open to the public, involving clothing, mother and child, home appliances, food and other eight industries basically covers the consumer daily online shopping the most high frequency of several categories.
Food consumption concepts are healthy, niche specialized sports consumption maps the awakening of national health awareness, the wave of intelligence leads the 3C digital industry to upgrade consumption, and personalized fashion online shopping habits are y rooted in the hearts of the people....... The industry characteristics and trends behind these data are precisely the core value of this series of reports.
Now, the vitality of China's economy is relying more and more on consumption to revitalize, and the consumption level is experiencing a consumer-led change. The past era of consumers buying what merchants produce is increasingly being challenged by personalized consumer demand, and the C2B model, in which consumers push producers, is blossoming in different industries. In this macro-trend of consumer transformation and upgrading, processed and refined big data has become the most important decision-making basis for manufacturers and merchants.
First Financial Business Data Center (CBNData) head Huang Lei said on the scene of Taobao Data Ceremony, in the past, when a company said that the operation is becoming more and more difficult, experts and scholars said that the economy is going to bottom out, investors said that investment in this business is very potential for development, they are commonly used is intuition, experience, is to use the eyes can see the place to prove that the opportunities and crises in the place; these can now be Through the depth of mining big data to show, and can better present the business world "devil's details".
Health becomes the main direction of future consumption
Through the analysis of relevant search and transaction data on the Tao platform in the past five years, the report shows a curve diagram of consumers' increasing emphasis on healthy living, which is mainly reflected in three major categories: food, sports and fitness, and healthy household products. People are buying these products online, demonstrating the trend of eating healthier, exercising more actively, and paying more attention to health.
Since 2011, health-related keywords (e.g. organic, non-GMO, original, low-fat, sugar-free, pesticide-free, whole wheat, etc.) have seen a gradual increase in sales on Taobao, with the first three quarters of this year's turnover already equal to that of the whole of 2014. Geographically, demand for such goods is highest in Guangdong, Jiangsu, Zhejiang and Shanghai. A notable change is that the five regions with the largest sales of health food accounted for nearly 60% of the country's total sales in 2011, and this proportion declined to nearly 50% in the third quarter of 2015, and the consumption of health food is showing a trend of urban sinking, popularized by economically developed first-tier cities and coastal areas to inland areas, and the difference in the share of consumption of health food among provinces is gradually decreasing.
One of the conclusions drawn from the report is that young women will become the main consumer of health food in the future. The data show that as the fastest growing sales volume of health food in food, the fastest growing enzyme products in its subcategories have seen their sales increase by nearly 13 times YoY in the first three quarters of 2015, followed by dietary fiber, grape seed extract, and so on. Women are the main consumers of health food products, with women aged 22 to 50 contributing nearly 60% of the total sales of health food products, and the share of young female consumers (aged 18 to 28) in the overall health food market is increasing. This group of consumers will be a key target group for health food merchants to cover.
Consumers' online purchasing power in the sports and fitness category has maintained an average annual growth rate of more than 50% in recent years, with sales of treadmills and other large-scale fitness equipment ranking first, followed by swimming, dance, yoga, badminton, and taekwondo and martial arts-related goods.
Preferences for different sports programs show great variability in the gender and age group dimensions. For example, fresh meat is keen on small and medium-sized equipment such as soccer, basketball, skateboards, dumbbells; while older buyers favor small balls such as ping and badminton, as well as aerobic training such as treadmills. And women to 35 years old as the boundary of the division is obvious, before the age of 35 female consumers most like to buy swimming-related goods, especially swimsuits are treated as fashion to consume; and after the age of 35, dance class, treadmill and other sports have the highest proportion, but yoga does not reflect the age of 35 years old this age watershed, the proportion is basically flat.
In terms of healthy household products (household appliances and medical devices), the growth rate in recent years has been significant both in terms of sales, searches, and product richness. Among them, air purifiers, masks, water purifiers and other commodities show strong correlation with severe haze weather, water pollution, epidemics and other public **** safety events. Young people's attention to social media has made the group show a clear trend of anxious consumption of household health products. In particular, the air purifier market ushered in its golden period of development from the beginning of 2012 to the end of 2014, when the haze was the most serious. And the development trend of the consumer group of household health products is presenting a youthful and channel sinking characteristics, young consumers and low urban level consumers will develop into one of the main consumer of such products in the future.
The wave of online shopping rejuvenation is accelerating
Taobao data show that young consumers under 28 years old have accounted for more than half of Taobao's total user base, but in 2015, sales created by this group accounted for about 40% of the entire Taobao platform, which is less than the number of people in the proportion of the average level of consumption of young consumer groups is lower than the average Taobao platform consumers. A distinctive feature is that the purchasing population of all commodity categories has shown different degrees of youthfulness, and the proportion of consumers under 28 years old has increased this year compared with 2014.
Overall, the growth of the young group aged 22 to 28 has gradually stabilized, and the difference between different categories is not obvious, while the difference in the degree of rejuvenation is mainly reflected in the share of the 18- to 22-year-old group, which is growing at a very rapid rate, with the share of some faster rejuvenating industries, such as men's apparel and cell phones, far exceeding the share of slower rejuvenating industries, such as staple foods and furniture.
Youthfulness is not only reflected in the growth and activity of young consumers, but also in the youthfulness of the consumer attitudes of other consumer groups. Various types of goods traditionally thought to be consumed by young people, such as hair coloring products and sports goods, are gradually becoming popular among older groups as well.
Specifically for the food, clothing, housing and transportation segments, the trend of youthfulness in clothing is mainly reflected in the rapid growth of the 18 to 22 year old group, while the share of the 22 to 28 year old group has remained stable since 2012 and 2013; the share of the 28 to 35 year old group has declined very significantly.
Eating, the degree of the trend of rejuvenation is not as clear as wearing, the 18 to 22-year-old group's growth rate as well as the share of the relatively slow, 22 to 28-year-old group is still in the slow growth of the trend of rejuvenation of casual food is more significant.
In play, the trend of rejuvenation is more reflected in the enthusiasm of young people for electronic products and sports, young people have become the mainstream consumer groups in these two types of markets and is still in the trend of growth; sports and outdoor products, young user groups are still growing rapidly, but consumers over 28 years of age is still the main body of the market.
Beauty and childcare, affected by the different age stages of life, the trend of rejuvenation of childcare products is reflected in the rapid growth of young groups aged 22 to 28 years old, becoming one of the mainstream consumer groups in the market, with few highlights of consumers under 22 years old; while the beauty of the group of 18-22 years old has become the main growth point, and users aged 22-28 years old are tending to stabilize.
In terms of shopping time preference, 18-22 year old users are mainly working people and students, who like to shop before and after lunch when they have plenty of time; while consumers in the 22-28 year old age group are more uniformly fond of shopping in the late afternoon, and the shopping time is more concentrated, which may be a relatively less busy time of the day at work. In terms of male-female differences, 22-28 year-old men's shopping behavior shifted to the evening and nighttime, especially at 21:00 and 19:00 hours after work, while the shopping behavior of women in this age group was concentrated in the late afternoon.
The trend of rejuvenation has penetrated into all product categories, and the unique needs of young consumers will have a profound impact on the overall e-commerce market landscape. The pace of rejuvenation is different for different categories of goods, for example, in the apparel, sports and technology products and other young consumers have become the mainstream of the market, merchants need to adopt a more popular marketing strategy to keep pace with the market; and in the home furnishings, food, and other young consumers are growing in the market, merchants can develop products for the group to tap into the new growth point.