2014 China Clothing Convention Parallel Forum: Data Revolution

Big data is subverting the way of marketing, production and organization.

Officiating guests: sun Huaibin, Deputy Secretary General of China Textile Industry Federation, director of China Textile Economics Research Center

Speaker: Chen Jiang, senior vice president of Beijing University Management Consulting Group.

Speaker: fan is DDT business risk management service manager.

Speaker: Zhang Yunlan, President of Qingdao red collar Group Co., Ltd.

Speaker: He Jianxin, general manager of Beijing's English Market Research Co., Ltd., vice president of China Market Research Association.

Speaker: Song Zhiyuan zero vision e General Manager

In the Internet era, the influence of big data is increasing day by day. The clothing industry is a highly competitive industry and has a very close relationship with the market.

How to excavate useful information from big data, so that enterprises can get the correct analysis, screening and mining from them, as the basis and means of decision-making, is the direction for every enterprise to continuously explore and strive for.

The password behind the data

"Many scholars have said that big data is actually a revolution in measurement, and its significance is no less than that of microscopic discovery of very small worlds.

The invention of microscope actually brought a whole new world to mankind.

And the emergence of massive volume of data has brought us more discoveries in another sense.

He Jianxin, general manager of Beijing inter Market Research Co., and vice president of the China Market Research Association, are so sure of the power of big data.

"Speed, mass, diversity, and value confidentiality are relatively low". DDT business risk management service manager fan believes that big data has four main characteristics.

"A foreign sports product User Company found that the market share is declining. They think that there may be some changes in customer groups. We need to do some data analysis and data mining to find out the reasons for the decline of market share.

Through a series of data research and analysis, the main reason for the decline is that the high value customer group is declining.

As a result, the enterprise has made a targeted adjustment from the three latitudes of strategy, IT and personnel. "

Fan cited such an example.

Not only that, but also reflects the market trend and group trend of domestic sports products through data. First, after 80, the consumer groups pursue speed, and they should go online at any time, buy at any time, and keep in touch with the brand at any time. They pursue individuality and pursue independence.

Two, 45 years of age -75 years old people love sports; three, sports women are increasing, in recent years, the trend of buying sports products is much more than that of men and children, and spending power is stronger than men; four, due to the popularity of social media, word of mouth has greatly affected the consumer's purchase decision.

When doing market research, 78% of people said, "word-of-mouth is the most important thing to me when shopping." five, the proportion of middle aged and elderly people using social media is also increasing.

This is the power of data. Fan says that the value of big data in business is mainly reflected in the following aspects: precision marketing, strategic planning of competitors, customer classification, product crisis prediction, key customer screening, improving customer experience and mining user characteristics, so as to help enterprises improve sales, occupy the market, improve service and perception.

Reduce the threshold of scale

"Specialization, scale and relative advantages remain the core of business competition and business competition."

Although big data is ubiquitous for enterprises, Chen Jiang, senior vice president of Beida management consulting group, believes that big data has not had any disruptive impact on traditional business logic. Market segmentation, target customer selection and targeted value positioning are the key choices and analysis of enterprise competition.

Therefore, the analysis of big data must first focus on where the customers are and what the customers want.

Under the traditional business logic, information is the basis for business management activities of enterprises, whether it is regulations, economic data, social population information, or industrial development information, manufacturers' information, competitors' information, consumer information, distribution channels and internal management information, etc., all enterprises need to master.

A good enterprise realizes its meticulous management, and in fact, information pmission is well done.

"So everyone used to say that good bosses should be close to consumers, close to the market, and often run the market."

Chen Jiang said that in the current situation, big data has not changed the essence of competition, and is still the customer demand, value chain structure and decision-making factors of purchase.

But from the point of view of competition, big data has brought about some changes in the field of R & D, supply chain, brand promotion, sales network, customer service, financial resources and human resources cost, especially in the competition of value chain, especially forecasting and analyzing customer needs.

In the structure of value chain, especially in the promotion, delivery and service of customers, the mode of advertising, the way of promotion and the way of maintaining customer relationship in the Internet era are more accurate and more convenient and focused.

So in terms of value chain, big data has brought great changes to the cost of product promotion channels for enterprises.

And in essence, big data reduce the threshold of scale production.

First, market segmentation.

Under the big data, the form of information acquisition has increased, and the market has been more refined in the process of obtaining market information.

The traditional way of dividing the market by age, product demand, consumer preference and income structure has brought new division methods due to the arrival of big data era, information technology and Internet mode.

Such changes in market segmentation will bring new competitors and competitive market demands.

Second, the information processing response is more obvious.

Compared with the past, enterprises respond more quickly to products and markets. This shortcoming is reflected in the understanding of the market.

What is popular in the market? What kind of products and styles do you have? What are the reactions of competitors?

In the logic rules of scale, order production is the core of informatization, and also the core of production.

In the future, enterprises will pay more attention to the relationship with consumers.

Instead of controlling customers through terminals, enterprises must control customers and understand customers.

This response is a response to the customer, rather than just in response to the channel process.

Third, the lower cost of information reduces the entry threshold of many industries.

Before making a product, to scale up at least 200 stores or more, this is based on the understanding of customers and scale requirements.

But in the era of big data, the lower threshold of informatization means that competitors will enter more conveniently, and the cost of developing new products will also be reduced.

Big data era, scale

The challenge is even greater.

At present, many enterprises are in the process of large-scale industrial production and mass customization.

However, due to the rapid development of the Internet, the further opening of information network channels and the increase of the degree of social collaboration, the starting line of enterprises is closer to the realization of personalized customization.

Open data association

Big data has such a great attraction for enterprises, but there are various problems when it comes to real application.

Song Zhiyuan, general manager of E, vice president of zero point vision, said that most garment enterprises did not have so much data.

When we really start big data analysis, the data we have at hand can not be used for everyone.

Because of the traditional sales mode, the data collection capability of the terminal is relatively weak, and the terminal service providers need to provide data.

In the past, it was not considered that collecting terminal data was necessary work, so now it often brings troubles.

And back to the nature of business, for any enterprise, understanding every part of consumers' information has commercial purpose.

That is to say, it does not mean that every data has effect, so what kind of data needs to be considered in different business links to support the whole business decision?

How can we get effective data?

Song Zhiyuan said that the Internet data is non standardized. If we want to analyze it, one of the most important tasks is to standardize the data.

For example, what kind of marketing activities consumers like, which deconstructs a marketing activity in many ways.

"According to every consumer

The traces will give different labels, and also represent their preferences for products, or preferences for marketing public relations activities.

When we label each consumer, it means that consumers will carry out more meticulous clustering management and carry out targeted marketing activities.

For example, WeChat's somatotype and skin color test can be used to understand the shape of consumers and design more specifically.

You can also do some O2O activities, such as tailoring.

To integrate online and offline, collect more consumer figures, and develop more rich garment customization panels.

Song Zhiyuan believes that companies can design many online activities to collect data.

"Although there are many ways and means to acquire data, a more important problem is that these data can not be effectively linked."

The most classic case of "beer and diaper" is that when beer and diapers appear on a consumption list, a high correlation exists.

Therefore, if an enterprise wants to do more data analysis and data mining, it needs to connect all the data on hand to effectively connect these data.

Song Zhiyuan believes that the key to data access is the only recognizable ID, which is a ID that can exist for a long time and not be changed in different scenarios, such as ID card number, mobile phone number, QQ number, etc.

If an enterprise does CRM, it can even give the customer a unique customer ID, which is to identify all the relationships between the customer and the ID.

This information that establishes a O2O user can be displayed and analyzed in a standardized way in any scenario.

DDT has a systematic methodology for data mining of business value and business marketing.

First of all, data collection and integration, data model building, and then mining information for analysis, and finally get the results.

This information includes internal information of the company.

Information, market information, paction information and so on.

For example, when consumers put a commodity into a shopping cart on the Internet shopping, and how long they put it to the checkout link, he decided not to buy or not to buy. This paction information determines the psychology and mentality of a customer.

"Big

Everything is fast.

Now, when you leave a clue on a computer or cell phone, there will be a push immediately. This push is not necessarily what you need.

For example, if you want to buy a tire on the Internet, you may have bought it, and you are still pushing the tire.