Using Baidu index to analyze the data of keywords related to e-commerce platforms.
This article uses the Baidu index to compare keywords related to Taobao, JD.COM, Pinduoduo, Amazon, and NetEase Kaola, to observe the search scale, ups and downs, and changes in related news and public opinion over a period of time, and to analyze what kind of netizens pay attention to these words, where they are distributed, and so on.By comparing the search index of users on PC mobile devices across the country in the past six months with the related keywords of domestic mainstream e-commerce platforms, the following conclusions were observed:
1), the overall trend of these words is weekly, and it falls to the trough on the weekend, but the search trend of Pinduoduo rises to the peak on the weekend;
2) In terms of search scale, we can see that Taobao and JD.COM's search index in the 100,000 scale, Pinduoduo and Amazon in the 10,000 scale, and NetEase Kaola in the 1,000 scale.
3)Over the past six months, the overall lowest point of e-commerce search was on February 2 - February 10, 2019. This period coincided with the traditional Chinese New Year. During this period, most Chinese people are on vacation at home to celebrate the holiday, and most delivery stops are the main reason for the drop in searches.
4). In addition, the search peak in the past six months appeared during the 618 promotion, related to the related promotional activities;
5) the search peak appeared on January 20 Pinduoduo, related to the news that Pinduoduo "black and gray production transactions through the platform loopholes reached 38 billion overnight";
6), Amazon's The search peak appeared on April 29, related to Amazon's clearance operations in China during this period.
(Note: Amazon previously said it would stop providing seller services to third-party sellers on Amazon's China website on July 18 this year. The closure of Amazon's local e-commerce business in China means that Chinese consumers will not be able to buy products from third-party sellers on Amazon's platform in the future, but they can still buy goods from the United States, the United Kingdom, Denmark, and Japan through the Amazon Overseas Purchase platform).
To make it easier to see, we take Taobao and JD.COM, which are close in volume, as Group A, Pinduoduo and Amazon as Group B, and NetEase Kaola as Group C for comparative analysis.
1.a group data analysis:
Trend study: from the above chart can be seen, Taobao and JD.COM search trend is basically the same, the overall trend of the week, the weekend fell to the trough. It can be seen that this part of the user mostly weekday searches, presumably the main users for office workers.
Device Research:As can be seen from the above chart, the relevant keywords in the PC search trend is consistent with the overall trend of the overall trend for the week, the weekend fell to the trough; while in the mobile terminal, the opposite, the search trend in the weekend rose to the peak. It is speculated that the reason may be related to mobile users' habit of using related apps more than searching for them.
Regional Research:An interesting phenomenon was found in the regional research. In developed regions such as first-tier cities and provincial capitals, the periodicity is consistent with the overall trend and the regularity is very obvious, while in other regions, the regularity is obviously worse, but still consistent with the overall trend. It is hypothesized that this phenomenon is related to the distribution of the resident population structure in each region, and may also be related to media promotion.
2. Group B data analysis:
Research Trend:As can be seen from the above chart, Amazon search is consistent with Group A. Taking the week as a cycle, it falls to the trough on weekends, while the search trend of Pinduoduo rises to the peak on weekends. It is hypothesized that the main reason for this is that Pinduoduo users use mobile more, which may be related to Pinduoduo's target demographic.
Device research:As can be seen from the above chart, the search trend of related keywords on the PC side is consistent with the overall, its overall trend for the week, and fell to the trough on the weekend; on the mobile side, Amazon's search trend tends to be consistent, there is no obvious peaks and valleys, which should be related to its main battleground on the PC side.
Regional study:In the regional study, we can see that Amazon search conforms to group a. In first-tier cities, provincial capitals and other developed areas, the periodicity is consistent with the overall trend, and the periodicity of the regularity is very obvious, while in other areas, the regularity is obviously worse. In Pinduoduo, the search trend in developed areas such as first-tier cities and provincial capitals is flat and close to the average, while in other areas, the periodicity is consistent with the overall trend, which is consistent with the fact that the majority of Pinduoduo's users are in second-, third- and fourth-tier cities and below.
3. Group C data analysis:
Research Trend:As can be seen from the above chart, the trend of NetEase Kaola search is consistent with Group A, with a weekly cycle, and falling to a low at the end of the week.
Device Research:As can be seen from the above chart, the search trend of related keywords in the PC terminal is consistent with the overall, and its overall trend is weekly, falling to the trough on weekends; in the mobile terminal, the cycle is significantly weakened, presumably related to the NetEase Koala users more use of the mobile terminal.
Research:Figure omitted. In the regional study, we can see that the trend of NetEase Koala search is consistent with groups A and b. In developed areas such as first-tier cities and provincial capitals, the periodicity is consistent with the overall trend and the regularity of the periodicity is very significant, while in other areas, the regularity is significantly worse.
Distribution:From the geographical distribution map, it can be seen that the search index of each e-commerce platform is the highest in Guangdong Province, followed by Beijing, Shanghai, Zhejiang, Jiangsu and other developed coastal provinces and cities, and the search index of Pinduoduo is higher in Shandong and the central region; switching to the regional distribution map (figure omitted), it can be observed that Taobao's search index is the highest in East China, followed by North China and South China, and JD. COM has the highest search index in Eastern China, followed by Northern China and Southern China, JD.COM has the highest search index in Northern China, its search index in Northern China is higher than Taobao's, and Pinduoduo has the highest search index in Eastern China and a higher search index in Central China.
Age distribution:About 90% of e-commerce keyword searchers are aged 20-49, with 30-39 years old accounting for about 50% of total search users, 40-49 years old accounting for about 20%, and 20-29 years old also accounting for about 20%; in terms of age distribution, Pinduoduo has a lower percentage of users under 40 years old than other platforms, while the percentage of users over 40 years old is significantly higher than other platforms.
Gender distribution:All e-commerce search terms are more male than female, and the proportion of users searching for NetEase Kaola is close.
Interest distribution:Compared with users of other e-commerce platforms with keywords, users searching for Pinduoduo are less interested in education and training, books and reading, healthcare, food and beverage, digital home appliances, and travel.
Summary:According to the analysis of the search index of users on PC mobile devices across the country for the above e-commerce platform related keywords in the past six months, it can be observed that e-commerce searches have obvious regularity. In addition, there are significant differences in search trends and user groups between Pinduoduo and other e-commerce platforms.
Reference:
1. How to use Baidu Index for data analysis?
2. Tencent uses four charts to tell you what Pinduoduo users are like.
3. [PPT] Penguin Think Tank:Pinduoduo user research report
4. Pinduoduo's success is ultimately the evil of Tencent (This article exists only as a reference for critical thinking and does not represent the author's views)
What do the search index and consumption index mean?
1, the search index is a brand or product of a class of keywords as the object of study, through scientific analysis and calculation of the keywords in Baidu search frequency weighted and the data obtained.
2. The Search Top is based on hundreds of millions of netizens' single-day search behavior as the data foundation, and establishes authoritative and comprehensive keyword rankings with keywords as the statistical objects, presenting users with ranking information based on Baidu's massive search data in the form of lists, covering more than ten industry categories and more than one hundred lists on the line, discovering and digging out the Internet's most valuable information, information, and reflecting the interests and needs of netizens in a direct and objective way. It reflects the interests and needs of netizens and takes stock of the latest and hottest information about people, events and things in China, making it the most representative "network weathervane".
However, the Consumption Index refers to the index of consuming a certain amount.