Behind micro-commerce is big data in the overall situation_Data Analyst Exam
In addition to the 2014 red "O2O" word, "micro business" is also this year's red fried chicken. Since the rise of WeChat, micro-commerce has also risen, this year to say who is the most active in the circle of friends of WeChat, non-microbusiness, a variety of masks, skincare products abound, and some people directly to the "micro-merchants" definition of the "circle of friends to sell goods," the industry for the The existence of micro-merchants has also been in a mixed attitude. Compared with traditional e-commerce, micro business seems to give a more illusory illusion, the problems exposed behind it are endless: crisis of confidence, after-sales service, quality assurance, etc., the micro business road to go farther and farther away, in addition to the need for a clear planning, but also need to have their own big data!
One, micro business can not be defined by a business model
Microelectronics as a new industry, with WeChat to do its sales platform, for it to solve the problem of payment, and hundreds of millions of fans to become its potential customers, for it to solve the problem of customer source. But there are two sides to everything, the number of micro-merchants well these two years, but also caused this chaotic situation today, from the business model alone to analyze, it can not be used only one to define.
First of all micro-merchants can be C2C mode, this development mode is currently the most common phenomenon, as long as you register a WeChat, have a circle of friends, and then from a merchant to get the goods, can be directly in the circle of friends to promote the use of the fan relationship for sales. But the disadvantage of this model is that it can not guarantee after-sales service. For example: masks, skin care products overseas shopping.
Secondly, microbusiness can be B2C mode, the mode of merchants through the micro store directly to consumers to sell products and services. Compared to the C2C model, there is an additional layer of service assurance. The disadvantage is that buyers can not identify the credibility of the seller, the micro-store set up no threshold, which there is no lack of some black stores to fish in troubled waters, to deceive consumers.
Lastly micro business can also be O2O mode, which has a lot of traditional retail enterprises to do micro-commerce case, in the era of PC e-commerce, has a complex offline sales system had been considered a burden, but the O2O changed this status quo, with the offline physical stores of the enterprise is currently the most favored and most suitable for the transformation of the O2O system, combined with the unity of the operation of the online and offline.
Two, behind the micro-commerce is big data in the overall situation
Baidu CEO Robin Li believes that the future development of science and technology will have a lot to do with big data. In this era of "data explosion", every day there is a large amount of data generated, but some of the data does not play their true value. Take the micro-merchants, a small part of them are only to fight for the future, only care about earning the immediate interests of this kind of micro-merchants, they do not have more money to hire a third party to help them to collect and manage the data, and will not take the initiative to analyze the favorable data behind each transaction, so their micro-merchants will only be the road of the sunset, the dusk of the day.
On the contrary, if you are pursuing long-term development, and have a large-scale micro-merchants, behind the big data in the overall situation. The following is an example of the customer behavior management system launched by Qizhu Cloud Technology Co., Ltd. to analyze how to use big data to operate online stores?
(a) Through the analysis of member behavioral data, generate reports to achieve precision marketing
Consumers, whether through WeChat or APP shopping, will certainly leave his behavioral data, for example, the customer in which the tweed coat interface to stay longer, we can know which one of the clothing he prefers. These seemingly small details are valuable data here in micro-business. In the customer behavior management system, we can clearly see the time of each commodity transaction, the number of times, the amount of money, the geographical distribution of customers and other information, the information will be transformed into a data report, which is conducive to the enterprise to make accurate marketing.
(2) the standardization of background data management, online and offline information synchronization
O2O implementation of the difficulty lies in the unification of online and offline information, standardization, the current marketing system of the retail enterprise mainly includes these two categories: direct system and direct + agent franchise system, for the direct system of the enterprise, qi zhouyun, all the stores and micro-store data and information for unified management is not difficult, the middle will not be involved in the middle of the data. Management is not difficult, the middle will not involve any information leakage, the problem of competing interests, it is easy to realize the synchronization of online and offline information; but for the direct + agents to join the system of enterprises, why do I have to synchronize information with the direct businessmen, will not seize the customer resources of my agency area? These are their concerns, then how to convince the agent franchisee to do big data management together? --Establish a benefit-sharing mechanism. The location of all new users will be acquired by latitude and longitude, and timely associated to the information of the nearest store in that location. Enterprises according to their own set of sharing rules, you can assign a portion of the turnover to the stores or channels belonging to them, thus realizing the benefits **** enjoyment, improve the enthusiasm of the guide to the promotion of the micro-mall, and at the same time to solve the transformation of the agent franchisee's concerns.
Three, "another way" can make micro business go far
Micro business 13 years of development, experienced a dividend period, the major areas of the brand has risen one after another, to a lot of ordinary people brought a fortune, as of today, there are still a lot of natural people willing to plunge into this industry. I believe that in the eyes of many people microelectronic business is to use the micro letter platform for business people, in fact, not quite, the so-called microelectronic business should be the entire mobile as a sales platform, not limited to WeChat. When everyone is still in the circle of friends to grab the head of the time, the other side of the enterprise has begun to find another way. What is it? It is the micro official website. There is no need to download APP clients to occupy our cell phone memory, and consumers only need to create a shortcut on their cell phones to shop freely in any environment with WIFI. In addition to APP, micro letter on the road of micro business, now there is another micro official network to split the mobile market, I believe that cum after WeChat, micro official network will still be the first to get the world.
Four, summary: big data is the future of mobile e-commerce industry trends
According to statistics, the number of Chinese mobile Internet users has reached 527 million people, every day there may be thousands or even tens of thousands of people browsing your cell phone store (micro-official network/APP/micro mall), at this time if the micro business has not begun to collect the user's data, with the integration of late marketing, even if you have made the O2O, but also can not achieve precision marketing. At present, there may still be a lot of enterprises can not understand what the role of big data, but not long after our market will gradually prove the existence of big data for the business value, to complete the accumulation of data will be a mobile e-commerce for the future development of a foundation, but also the industry trend.
The above is a small share of microelectronics behind the big data in the overall coordination of the relevant content, more information can be concerned about the Global Green Ivy to share more dry goods