Li Xingyi: Interpretation 618: Thinking War Behind Data Operation

July 3rd, a few days ago,

Li Xingyi, director of business ecology at POP platform, delivered a speech on the theme of "reading 618: the war of thinking behind data operation" at the Beijing billion state crazy meeting.

These five aspects of business explain in detail how Jingdong uses data to achieve precision marketing and how to use data in the application scenario.

According to the news, Li Xingyi mentioned that forecasting sales volume is very important, because if we are self-employed, if we predict that sales will be bad, a large part of stock will be formed. This will be a great cost.

For Jingdong, the core is selecting products, pricing and stocking. The advantage of Jingdong is self marketing and product operation. This product is very good. Many times it is with manufacturers.

The stage has entered deep cooperation.

In addition, Li Xingyi also introduced the data products launched by the Jingdong, including data compass, including data compass, which has been doing product and functional updates. The function of this piece is particularly powerful, the Jingdong is easy to search, only focus on the search, and the package plan. It is specialized in precision marketing and some advertising products, such as precision, advertising products, and advertising products. These applications can help merchants and can help Jingdong self camp well.

It is understood that the madman will be sponsored by the billion power network.

The other three guests from the "traditional enterprises how to use data operation", "618 data: deciphering the current electricity supplier pattern", "how the state-owned retail brand takes the road of big data" has made a deep analysis.

The following is a record of Li Xingyi's speech:

I mainly share with you some Jingdong's dry goods in the process of 618, so that we have a deep communication, today's share is five, Jingdong these big data applications are in many aspects, I mainly from five aspects, is from technology, acquisition, marketing, logistics, business oriented five links, Jingdong how to apply big data, how to use the data in the application scenario.

　　首先看一下这次京东的618，若果有朋友去过一楼的大厅的话，就能看到一个很大的大厅，上面很多块大屏，其中有一个屏幕是专门为618各个环节做监控的，这个截屏是做销量预测的，比如说，你看到这个灰色的背景，就是618刚开始的时候，他会预测整个京东的销量和流量，对各个核心指标会做一些预测，而红色的就是实际的数据，大家也能看到这个预测是非常准的，实际跟预测的受非常吻合的，包括我们说的一些高峰点，比如说618刚开始的时候是一个高峰，然后是大家上班了，大概九点钟左右，会有一个高峰，这一块预测的话是非常难的，包括我的一些做自营的朋友，清楚的知道自己做着这个销量预测其实是非常难的，有很多东西要去做，它有很多的因素，包括需要对以往历史的销量，现在这个流量的情况都要做通盘的考虑，你像我们京东和亚马逊一样，在这

It is more accurate to do the sales forecast in the industry, which is very helpful to the stock preparation. Since doing the self run business, if the sales volume is not good, it will form a large part of stock. This will be a great cost. If you have the opportunity to go to the Jingdong Hall, you will see that the whole 618 of this big screen will also have monitoring for every link, including the order link, including the delivery links, including after-sale links, which will reflect a monitoring.

　　然后技术这一块，我们都会做一个风控，风控这一块也是非常核心的，包括我们商家这边还有安全这一块，对各个环节进行监控，包括我们说的一些恶意的订单，用户这一块是不是一个正常的下单的单量，包括我们说的一些金豆，或者说一些风险，都会做监控，你想京东在订单上应该超过十万家，要是SKO的话，就是上亿的SKO，怎样多一些商品做一些监控和规范，比方说说一些商品的店是不是符合这个平台规则的，图片里的文字是不是符合广告法的要求的，这些在商品实时上传的时候，我们就会来进行监控，特别是我们对图片和文字这一块，图片的话我们知道，不同的品类，他对图片的背景色，风格，图片的格式都是有要求的，包括是不是黄皮癣，还有就是很多做活动的时候，活动的文字这一块，活动的文字是不是符合广告法，这一块我们都会做实时的监控，如

If we find that there is something wrong with the pictures or words in this product, we will force the shelves. Even the more serious commodities, we will give some notice to the shops, and inform the businessmen to pay attention to these situations. We have been doing the system through this system, because if you want us to pass the job, one billion of the products will be a problem for hundreds of years.

Procurement is also a part of Jingdong's self operation. The core of Jingdong self-management is three, the first is selected products, the second is pricing, and the third is stocking.

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　　选品的话，京东的自营跟其他电商平台不一样的地方就是，京东自营的产品技术和产销，它对这个产品非常的熟悉，因为我们的品牌商，会有一个非常深度的合作，举个例子，就比如说这个游戏本，我们每一个品种都会有产品技术去跟品牌商对接，会告诉他说，在选品的时候，这个产品在初级阶段就会跟品牌商有一个深度交流，告诉他这个品牌的外观，比如说笔记本的这个外观，笔记本的属性，还有比笔记本的一些参数，我们都会基于历史的销量，跟临品牌商进行深入的合作，帮助他来做这个品牌的设计，就个例子，就是之前在京东做的比较火的叫做游戏本，游戏本是在这个平台上推火的，之前是没有这个概念的，当时我们用一些数据分析和买家的一些搜索行为发现有一个特殊的群体，他买这个笔记本就是为了玩游戏，有一帮年轻人，而且对个配置要求特别高

In order to play the game and play the game well, then we found a game brand's cooperation, first launched the concept of the game book, and then launched the concept of the game book. Then there is a special game on the front page of Jingdong. This picture is called the game book, and then the game book is promoted. Later, the game is pushed up on the Jingdong platform. There are many electronic business platforms. Many of our offline merchants have launched the concept of game version. There are many examples. The advantage of Jingdong's self operation is self marketing and product operation. This product is very good. Many times it has entered into deep cooperation with the manufacturer in the stage of product design.

The second is pricing, pricing. We specialize in the technology development of retail platform. It will give a reference price to the production and sale of the history of this product, including he will compare some reference prices with the brand of the electricity supplier, and will give a reference price.

A development trend after Jingdong is that most of the commodities that Jingdong self run can be priced automatically, and it can adjust the price automatically at any time.

　　第三就是备货，这个商品怎么来备货也是很有讲究的，这一个联想的二合一的平板是今年618的时候推出来的，你在京东上搜平板电脑这个备货，排前面的基本上都是苹果的平板电脑，这个苹果的品牌非常强势，但是，我们也看到了这次京东和联想的深入合作，联想这款二合一的平板电脑在今年618销量也特别好，在整个店里面销售超过一万台，这也是在618期间做活动冲上去的，他这一款就是京东自营的商品，联想这个笔记本在京东销售之前或上市之前，他会推出很多模具，然后跟我们的产销进行深入的探讨，产销就会给他一个比较好的建议，这款平板电脑在618期间做的非常好，说明了我们要品牌电商要跟品牌商有一个很深的合作，大家现在还能在京东上搜平板笔记本电脑，联想这款排得非常靠前。

Then marketing, whether it's business or brand business, is inseparable from marketing, and marketing is probably the most accurate marketing. The concept of precision marketing is very good, but if you really do or is effective, it's also very difficult. How can I find a precise user? How can I give the user a portrait? It involves a lot of previous modeling and user labels. This is not easy to do. Jingdong has a product called the customer taking plan, which refers to many digital products of Jingdong, which is based on different applications to solve different problems. This is a data analysis product aimed at the precise marketing of users.

　　京东上的用户可以分为四块，一个就是用户，我们举个例子，比如韩都衣舍，市面上这个牌子做的是不错的，但是在网上还有一部分用户并不知道这个个牌子，但是他有可能是韩都衣舍的潜在用户，我们就把这类用户定义为蓝海用户，第二个是潜在用户，潜在用户就是说他通过搜索或通过朋友的介绍，或者是头一次了解到这个商品，或者浏览了这个品牌的商品，这个我们叫做潜在用户，新用户的话就是说第一次下单的，既有用户就是老用户，多这个产品已经很了解了，我们是对这些用户进行不同的分类，对不同的用户采用的策略也是不一样的，举个例子，新用户的话，就是让这个新用户能够持续地在这个品牌上下单，让他能够留存下来，而老用户的话，就是解决购物率的问题，不要让他沉睡了，不要让他半年都不来买对吧，也是为了唤醒他的重复购买率，它解

The question is different.

　　揽客计划我们会分别经营不同的部门，或者品牌，对这些维度来对用户进行分析，这一款的话，我们找过京东自营的商品，也大概找了二三百家来用这个产品，包括茵曼，也是我们这个用户，会给不同的用户发不同的定向优惠券，这个发给他以后看他怎么来下单，发现大部分的商家通过优惠券来下单的转化率非常高，比这个不发优惠券，跟京东平均水平比起来，或者跟行业水平比起来，都要高很多，但有些个数的商家，比如说家居家装的，扩大价特别高，我们这种发优惠券对它的下单的话，影响力还是小，但是大部分商家扩大价在500以内的，服装，鞋，包包这种商家，复活率率都非常的高，所以不同的营销策略或者相同的营销策略针对于不用的品类和店铺的话效果也都不一样，所以我们自己也要根据自己的店铺和品牌特点来制定自己的营销策略。

　　第二个就是用户画像，用户画像不单是我们说的电商平台在做，有很多商家，包括我们接触到的很多事上市公司他们也在管理自己的会员，在建立自己的会员体系，京东的用户画像会基于几块，一块就是我们会基于用户的基本属性，包括年龄，性别这些基本的属性，还有就是购买能力，他的扩大价值，购买的是什么阶段的扩大价，还有就是用户行为特征，他平是浏览网站是怎么样的一个行为特征，是通过搜索关键词还是通过内幕，还是通过一些品牌直接到京东网站上来的，基于他的这个浏览行为，对于优惠券敏感还是不敏感等等这些来分类，还有就是说一些兴趣爱好等，用户差不多有几百个标签，200多个标签，我们会基于这些标签来认识这些用户，用户画像他会有很多的应用场景，包括个性化服务，后面我会讲到，还有就是很多切面啊，机器人啊，京东上会自

There are some people who answer your questions, which will have some applications.

This is what we call smart stores. Users come to the front page of Jingdong. He sees this page and activity pages, and the merchandise pages he is interested in. They are different from each other. This is based on the user's label and the user's portrait. It will recommend different products to different users and have different activities.

I do not know whether other electronic commerce platforms will do it. Jingdong self run has a product called traffic visualization, for example, we do 618 or do any activities. We can not see any activity above. Our internal staff will see that there is such an analysis platform, real-time data, every insider, every activity page implementation effect is not up to our expectations, this piece will have a monitoring data, if we find that this commodity has not met our expectations, we will change the activities of the goods.

So this analysis platform is very helpful for us to analyze the implementation of activities, and it can also enhance the GMV and conversion rate of the entire platform.

This product has been in the Jingdong for a long time, and it is used by the operators, including operators. This is actually an application of real-time data, that is, how to monitor the effect of real time activities. Any page of Jingdong can implement real-time data monitoring as long as it buys a lot. Many products and screenshots are for the first time to share with you.

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　　京东在物流这一块，就是我们刚才讲到的商品画像和用户画像，京东其实还在做另一个画像，叫做小区画像，小区画像，我们会认为小区用户会有一些共同特征的，因为小区之间是不一样的，我们之前做过一个小区的分析，我们分别找了北京大学，清华大学，上地小区，还有望京小区的，发现这几个小区买书会不太一样，北大对国学会买的比较多，还有这种传统理科的，物理、数学特别多，清华一般会买工科的书，上地一般会买IT电程的书，应为那边这种企业特别多，包括百度、IBM,但是望京的话，就会发现一个很有意思的现象，望京的用户会买那种犹太教，心理学的书，当时我们也不知道是什么原因，后来问了一些在望京住的朋友，他们我说的是望京那边有很多犹太教餐厅，有很多层次比较高的可能比较爱看心理学，这是一个现象，但是要解释这个原因不太好

This explains that different communities have common characteristics.

In fact, we also found that Wangjing and Tiantongyuan bought this kind of rice cooker. This kind of small household electrical appliances, the price and brand that Wangjing bought will be higher.

Therefore, based on the characteristics of different communities, Jingdong has many applications, including in some communities, in our own cabinets, we will put some merchandise in advance. If someone wants to rush to buy something in the morning, he can buy it, which is much more convenient than the convenience store in the district.

　　第二个就是移动商店，我举个例子，就是京东的iphone6首发，这个做活动也挺相关的，是第一次首在京东发，当时我们要求的就是能尽快把货送到用户手里面，当时我们在各个小区里有很多移动仓，一个一个的小车，会把货提前在那个小区备好，一旦用户下单发货了，我们就很快直接送货过去，当时最快的一个订单，在用户下单以后12分钟就送到货了，我们就是通过移动仓马上送货的，这块的应用也是基于用户画像和小区画像的，就是提前把货布置好，甚至我们在想除了移动仓外，是不是也可以把货放到配送点，放到配送点附近的一些仓库里，有货我就很快送给买家，这样的话，用户体验提升，也会非常好，这一块讲到的物流，小区移动仓也好，布点也好，都是基于背后的用户的画像和小区的画像，当然要做的更精准，数据就要更多，我们对用户的行为挖掘就要

More in-depth, we have a lot of data is to cooperate with Tencent, including our residential data, will also cooperate with many third party partners, of course, more is based on Jingdong's full chain data, Jingdong is direct door-to-door, distribution staff to the user's grip power is also very strong, the distribution staff look at this package will know the characteristics of the user, age, what do you usually like to buy, they describe very detailed.

Data compass, and the previous search, only focus on search, as well as the collection of tourists, is specialized in precise marketing, and some advertising products, such as precision communication, which belongs to advertising products, is used by the advertising department to the merchants, and the data compass has been doing product and functional updates. The function of this piece is particularly strong. The shop diagnosis was launched in March and April this year. His original intention is to help businessmen understand whether their stores are healthy. When I come to the data compass, I know whether I am healthy or not. I do not need to see long time data analysis, tell me directly whether my shop is having any problems, if there are any problems, where is the problem? The last one is the business, and there are a lot of data products for businesses, including the data compass we speak, and the data products that Jingdong gives to merchants.

The flow rate, shop conversion rate, shop sales and shop page decoration, from these four dimensions to analyze, each index must have their own data, will also compare with the same industry business, after comparing to see where they are bad, is good or bad, and has a comparison, and then know that they do some optimization on those core data, he can know the conversion rate, if the click rate is not high, there are actually many ways to improve, first of all, you need to understand oneself in comparison with the same industry average level, at what level, if there are problems, we will use red to label, if there is no problem, we will use green label is normal. We are from four dimensions, including our shop.

This function is particularly helpful to businesses. We find a lot of businesses to use and get a lot of feedback.

下面就是易搜这款产品，当时我们做了很多调研，包括一些市场分析，发现很多商家并不知道京东的SEO怎么去做，也不知道京东的的搜索规则是怎么样的，能不能告诉我我的SEO做的效果好不好，很多的商家产品都是基于商家的弱点来做的，这一款也是去年我们开始有意向要做的，也是今年上线的，开放给所有用户在用的一个产品，这个有一个非常大的好处，通过京东自己发放的，你在搜索自己的关键词和内幕排名时，都能得到一手的实时数据信息，你知道那些关键词做得好，可以去集中优化一些核心关键词，然后也分实时数据和一线数据，我们知道SEO有黑帽也有白帽，他就能够正常地引导商家去做商品标题和SEO的优化，它里面其实也有很多搜索规则，这一块就能很好地帮助商家，也能很好地帮助京东自营。

If you have done the operation, if you use it, you can feel deeply. How can you grasp some details of the search, especially for those precise advertisements, which is also very helpful to the keywords.