In many fields, it is obvious that e-commerce enterprises will have more advantages than traditional retail enterprises in this regard, because e-commerce enterprises themselves provide retail services for users through data platforms. So how can e-commerce companies apply this advantage?

E-commerce enterprises have an inherent advantage

Currently, China's e-commerce is in a period of rapid development. Taking Alibaba as an example, in 2012, the combined turnover of Taobao and Tmall exceeded one trillion yuan. According to the National Bureau of Statistics, the total retail sales of consumer goods in 2012 amounted to 20.17 trillion yuan, and one trillion yuan is equivalent to 4.8% of its total volume. Behind the blowout development of e-commerce in China is the geometric growth of consumer data, and leading e-commerce companies are also actively deploying, exploring and tapping into big data-related applications.

--E-commerce enterprises innovate business models through big data applications

The important trend of big data is the change of data services, which divides people into many groups and provides targeted services to each group or even to each person. The increase in the amount of consumer data provides e-commerce enterprises with the basis for accurately grasping user groups and individual network behavior patterns. Through the application of big data, e-commerce enterprises can carry out the exploration of personalized, individualized, precise and intelligent advertising push and promotion services, and create a new business model that is more cost-effective than the existing forms of advertising and product promotion. At the same time, e-commerce companies can also find more and better ways to increase user stickiness, develop new products and services, and reduce operating costs by grasping big data.

In fact, foreign traditional retail giants have long started the application and practice of big data. tesco, the second largest retailer in the world in terms of profit, fully understands the behavior of users from the user purchase records of membership cards and carries out a series of business activities based on this. for example, promotions sent to users by mail or letter can become more personalized, and the merchandise and promotions of the merchants in the store can be customized according to the preferences of the surrounding crowd and the time of consumption. In-store merchandise and promotions can also be more targeted according to the preferences of the surrounding population and consumption periods, thus improving the flow of goods. This has paid off handsomely for Tesco, which has been able to save ￡350 million a year on marketing alone.