Big Data Era, Let Consumption Data

With the "double eleven" in 2013 online shopping At the end of carnival, the statistics also came out. 35 billion yuan turnover, 400 million online shopping participants, 152 million parcels... One hundred million astronomical figures shock people's eyeballs. Faced with these impressive achievements, Alibaba Group Executive Chairman Ma Yun said, "we are more concerned about what is behind the figures, and how we can truly understand the power of the market through numbers."

Some research institutions believe that in the next 10 years, the global data and content will increase by 44 times. With the advent of big data era, new business logic is being built up with big data collection, analysis and decision making.

　 Reading consumer behavior in mass data

In the media age, people are increasingly willing to expose all their actions to the sun. From what we eat three meals a day, what brand of clothes we like most, what restaurants we love most, where to travel, where to travel, whether He Shisheng children, whether there are investment immigration programs, etc., all data of people's consumption behavior are traceable in the network.

People's Posts and interactive messages on the Internet can absolutely reflect their preferences. Perhaps they do not even know how transparent and transparent all their words and deeds are. These photos, videos and words that are posted on the Internet are stored as data. These contents can be transferred at any time, and there is no privacy under big data.

Internet users' privacy in the Internet world is absolutely good news for enterprises. Collecting consumers' every move, mining consumer preferences from big data, anticipating Market trend At the same time, the improved products will also guide the next trend of consumers.

Authoritative bodies predict that the total number of global data will double every two years. By 2020, the total amount of human data will reach an astonishing 35 trillion GB. In big data, only 10% of the structured data is stored in the database, and a large number of unstructured data such as mail, video, micro-blog, posts, and page clicks occupy another 90%. Video, audio, image, digital and other interactive ways enrich, we have entered the stage of data information explosion.

Statistics released by University of Oxford and IBM at the beginning of this year show that 28% of global enterprises have begun to practice big data. 25% of China's enterprises are also actively involved in big data business. Under the guidance of them, China is becoming a representative big data practice market.

Although companies are moving towards the direction of big data, a large part of Chinese enterprises still remain in the stage of data collection, integration and governance. Now the data in the big data era is not the traditional digital data. It not only reflects how many orders, commodities or two-dimensional codes produced, how many people have been to the shops, how many of them are VIP members, but clearly tells the managers of the enterprises through data textual analysis, where these consumers come from, and will not come again later, and even what they are giving up this time.

　 Changing user spending habits

A country in Latin America relied on big data to analyze the information on ways (bicycle or other ways), transportation needs and physical characteristics of children in remote mountainous areas, thus providing a more appropriate solution to help children get to school more easily. Such data analysis can be used not only for public welfare but also for enterprises. {page_break}

stay Business electronics Collecting and analyzing user data on the platform is a very important aspect of big data application. Many hot topics in the online community tend to predict the release of institutions before some fashion trends. The analysis of these hot topics can effectively and early judge the trend of fashion. For example, some people would say "prefer a lighter color", "if the wind coat can match a belt, I will buy", "unfortunately there is no paternity" and so on. To effectively grasp and analyze these comments, it can play a very great value.

Even in traditional stores, the intervention of big data is changing the shopping habits of users. For example, in the Zara store, every day, customers' opinions on shopping guide responses will be collected by the salesperson's meaning. "This collar design is very beautiful" and "I don't like the zipper of the pocket" will be collected by the store manager and collected by the Zara internal network at least two times a day to convey the information to the headquarters designers. After receiving these opinions, the headquarters will make design decisions quickly, and then send them to the production line to change the fashion styles. After closing the day's store business, the salesperson will take stock of the daily shelves and make a statistics on the purchase and return rate of the customers. Then, combined with the counter cash information, the trading system will make the analysis report of the day's transaction and analyze the hot selling ranking of the product. According to these words and computer data, Zara will analyze the similar regional popularity, and make the closest market segmentation to the customers' needs in the production of color and edition.

In the age of big data, it is possible to change many seemingly impossible things in the past and release the potential of human beings. In some advanced clothing stores, all new clothes have been labeled with new barcode labels. With the new barcode, the information that a garment is picked up, put down or tried on by consumers will be accurately recorded and transmitted to the background management system. Thus, no matter how fastidious consumers try and how many times they have been put down, the data will have a precise direction through the analysis of detailed data and information, and the next step of product development, design or purchase of garment enterprises.

"It improves us. product design Product pricing, customer service and improvement of operation system will be very helpful. " Zhao Gang, general manager of Beijing Sai Chi Information Technology Consulting Co. Ltd. said that although these data are scattered, we should dig out potential value from these scattered data. Product design based on customer feedback is an important area in the application of big data. It is foreseeable that in the future fashion circle, besides the design ability on the table, the information and data war under the table will be a more important invisible battlefield.