?This article uses Baidu Index to compare the relevant keywords of five e-commerce platforms: "Taobao", "JD.com", "Pinduoduo", "Amazon" and "NetEase Kaola", and observe their performance over a period of time. Search scale, rising and falling trends, and related changes in news and public opinion, analyze what kind of netizens follow these words, where they are distributed, etc.
By comparing the search index of keywords related to domestic mainstream e-commerce platforms nationwide in the past six months on PC + mobile devices, the following conclusions are drawn:
?1), The overall trend of this type of words is weekly and drops to a trough on weekends, but Pinduoduo, on the other hand, has a search trend that rises to a peak on weekends;
?2), in terms of search scale, It can be seen that the search index of the two keywords of Taobao and JD.com is in the order of 100,000, the search index of the two keywords of Pinduoduo and Amazon is in the order of 10,000, and the search index of the NetEase Kaola keyword is in the order of 1,000;
?3), the overall lowest e-commerce search in the past six months was from February 2 to February 10, 2019. This period coincided with the traditional Chinese Spring Festival. During this period, most Chinese people took vacations to celebrate the festival at home. The outage of most express delivery services on the Internet is the main reason for the decline in search volume;
?4). In addition, the highest search peak in the past six months occurred during the mid-2018 promotion period, which is related to related promotional activities;
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?5), Pinduoduo experienced a peak search on January 20. During this period, Pinduoduo was related to the news that "black and gray products passed a platform loophole and the overnight transaction volume reached 38 billion";
?6), Amazon experienced a peak search on April 29, which was related to Amazon China’s clearance sale during this period.
(Note: Amazon previously stated that it will stop providing seller services to third-party sellers on Amazon’s China website on July 18 this year. Amazon’s closure of China’s local e-commerce business means that Chinese consumers will not be able to You can purchase products from third-party sellers on the Amazon platform, but you can still purchase products from the United States, the United Kingdom, Denmark, Japan and other places through the Amazon overseas shopping platform)
?For the convenience of observation, we based on the amount of data. For differences in level, Taobao and JD.com, which are similar in magnitude, are regarded as Group A, Pinduoduo and Amazon are regarded as Group B, and NetEase Kaola is regarded as Group C for comparative analysis.
?1. Group A data analysis:
?Trend research: From the above figure, we can see that the search trends of the two keywords Taobao and JD.com are basically the same, and the overall trend is Weekly is a cycle, and it drops to a trough on weekends. It can be seen that most users in this group search on weekdays, and it is speculated that the main users are office workers.
?Device research: From the figure above, you can see that the search trend of related keywords on the PC side is consistent with that of the whole. The overall trend is weekly and drops to a trough on weekends; on mobile On the contrary, its search trend peaked at the weekend. It is speculated that the reason may be related to the habit of mobile users to use more related apps instead of searching for related topics.
?Regional research: An interesting phenomenon was discovered in regional research. In developed areas such as first-tier cities and provincial capital cities, the periodicity is consistent with the overall trend and the cyclical pattern is very significant, while in other areas it is not The sex has obviously worsened, but overall it is still in line with the overall trend. It is speculated that this phenomenon is related to the distribution of the permanent population structure in each region, and may also be related to media promotion, etc.
?2. Group B data analysis:
?Trend research: From the above figure, you can see that Amazon search trends are consistent with those of Group A, with weekly cycles and falling on weekends. It is a trough, while Pinduoduo’s search trend rose to a peak at the weekend. It is speculated that the main reason is that Pinduoduo users use more mobile terminals, and it may also be related to Pinduoduo’s target group.
?Device research: From the figure above, you can see that the search trend of related keywords on the PC side is consistent with that of the whole. The overall trend is weekly and drops to a trough on weekends; on mobile The search trends on Amazon tend to be consistent, with no very obvious peaks and troughs, which is speculated to be related to the fact that the main battlefield is on the PC side.
?Regional research: In regional research, we can see that Amazon search trends are consistent with Group A. In developed areas such as first-tier cities and provincial capital cities, the periodicity is consistent with the overall trend and the cyclical pattern is very significant. The regularity in other regions has significantly worsened; Pinduoduo’s search trend in developed areas such as first-tier cities and provincial capital cities is flat and close to the average level, while in other regions the periodicity is consistent with the overall trend. This is because Pinduoduo users are mostly in the second tier. Compatible with third- and fourth-tier cities and below.
?3. Group C data analysis:
?Trend research: From the above figure, we can see that NetEase Koala search trend is consistent with that of Group A, with a weekly cycle, and in The wave troughs over the weekend.
?Device research: From the figure above, you can see that the search trend of related keywords on the PC side is consistent with that of the whole. The overall trend is weekly and drops to a trough on weekends; on mobile The periodicity of terminals has been significantly weakened, which is speculated to be related to the fact that NetEase Kaola users mostly use mobile terminals.
?Regional studies: Figure omitted. In regional studies, we can see that NetEase Kaola search trends are consistent with Group A and Group B. In developed areas such as first-tier cities and provincial capital cities, the periodicity is consistent with the overall trend and the periodic pattern is very significant, while in other areas the pattern is obvious. get worse.
?Regional distribution: From the regional distribution map, we can see that the search index of each e-commerce platform is the highest in Guangdong Province, followed by Beijing, Shanghai, Zhejiang, Jiangsu and other coastal developed provinces and cities. Pinduoduo The search index is higher in Shandong and central regions; when switching to the regional distribution map (figure omitted), it can be observed that Taobao has the highest search index in East China, followed by North China and South China, and JD.com has the highest search index in East China, with its search index in East China being the highest. The search index in North China is higher than that of Taobao. Pinduoduo has the highest search index in East China. In addition, its search index in Central China is higher.
?Age distribution: About 90% of the people searching for various e-commerce keywords are in the age group of 20-49, of which 30-39 year olds account for about 50% of the total search users, and the other 40-49 year olds account for about 50% of the total search users. Compared with about 20%, the same proportion is about 20% among those aged 20-29 years old. In terms of age distribution, Pinduoduo’s proportion among users under 40 years old is lower than that of other platforms, while among users over 40 years old, Pinduoduo’s proportion is significantly higher than that of other platforms. The platform is high.
Gender distribution: There are more men than women searching for each e-commerce keyword. Among them, the proportion of NetEase Kaola search users is relatively close.
?Interest distribution: Compared with users who search for keywords on other e-commerce platforms, users who search for Pinduoduo are less interested in education and training, book reading, medical health, catering and food, home appliances and digital appliances, and travel and travel. .
? Summary: Based on the analysis of the search index of the above e-commerce platform-related keywords nationwide on PC + mobile devices in the past six months, it can be observed that e-commerce searches have obvious regularities. In addition, Pinduoduo and Other e-commerce platforms have significant differences in search trends, user groups, etc.
Reference materials:
1. How to use Baidu Index for data analysis?
2. Tencent uses 4 pictures to tell you what Pinduoduo’s users are like
3. PPT Penguin Think Tank: "Pinduoduo User Research Report"
4. Pinduoduo’s success is ultimately Tencent’s evildoing (this article only exists as a reference for critical thinking and does not represent the author’s views)