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.

　　首先看一下這次京東的618，若果有朋友去過一樓的大廳的話，就能看到一個很大的大廳，上面很多塊大屏，其中有一個屏幕是專門為618各個環節做監控的，這個截屏是做銷量預測的，比如說，你看到這個灰色的背景，就是618剛開始的時候，他會預測整個京東的銷量和流量，對各個核心指標會做一些預測，而紅色的就是實際的數據，大家也能看到這個預測是非常準的，實際跟預測的受非常吻合的，包括我們說的一些高峰點，比如說618剛開始的時候是一個高峰，然后是大家上班了，大概九點鐘左右，會有一個高峰，這一塊預測的話是非常難的，包括我的一些做自營的朋友，清楚的知道自己做著這個銷量預測其實是非常難的，有很多東西要去做，它有很多的因素，包括需要對以往歷史的銷量，現在這個流量的情況都要做通盤的考慮，你像我們京東和亞馬遜一樣，在這

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.

　　然后技術這一塊，我們都會做一個風控，風控這一塊也是非常核心的，包括我們商家這邊還有安全這一塊，對各個環節進行監控，包括我們說的一些惡意的訂單，用戶這一塊是不是一個正常的下單的單量，包括我們說的一些金豆，或者說一些風險，都會做監控，你想京東在訂單上應該超過十萬家，要是SKO的話，就是上億的SKO，怎樣多一些商品做一些監控和規范，比方說說一些商品的店是不是符合這個平臺規則的，圖片里的文字是不是符合廣告法的要求的，這些在商品實時上傳的時候，我們就會來進行監控，特別是我們對圖片和文字這一塊，圖片的話我們知道，不同的品類，他對圖片的背景色，風格，圖片的格式都是有要求的，包括是不是黃皮癬，還有就是很多做活動的時候，活動的文字這一塊，活動的文字是不是符合廣告法，這一塊我們都會做實時的監控，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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　　選品的話，京東的自營跟其他電商平臺不一樣的地方就是，京東自營的產品技術和產銷，它對這個產品非常的熟悉，因為我們的品牌商，會有一個非常深度的合作，舉個例子，就比如說這個游戲本，我們每一個品種都會有產品技術去跟品牌商對接，會告訴他說，在選品的時候，這個產品在初級階段就會跟品牌商有一個深度交流，告訴他這個品牌的外觀，比如說筆記本的這個外觀，筆記本的屬性，還有比筆記本的一些參數，我們都會基于歷史的銷量，跟臨品牌商進行深入的合作，幫助他來做這個品牌的設計，就個例子，就是之前在京東做的比較火的叫做游戲本，游戲本是在這個平臺上推火的，之前是沒有這個概念的，當時我們用一些數據分析和買家的一些搜索行為發現有一個特殊的群體，他買這個筆記本就是為了玩游戲，有一幫年輕人，而且對個配置要求特別高

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.

　　第三就是備貨，這個商品怎么來備貨也是很有講究的，這一個聯想的二合一的平板是今年618的時候推出來的，你在京東上搜平板電腦這個備貨，排前面的基本上都是蘋果的平板電腦，這個蘋果的品牌非常強勢，但是，我們也看到了這次京東和聯想的深入合作，聯想這款二合一的平板電腦在今年618銷量也特別好，在整個店里面銷售超過一萬臺，這也是在618期間做活動沖上去的，他這一款就是京東自營的商品，聯想這個筆記本在京東銷售之前或上市之前，他會推出很多模具，然后跟我們的產銷進行深入的探討，產銷就會給他一個比較好的建議，這款平板電腦在618期間做的非常好，說明了我們要品牌電商要跟品牌商有一個很深的合作，大家現在還能在京東上搜平板筆記本電腦，聯想這款排得非常靠前。

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.

　　京東上的用戶可以分為四塊，一個就是用戶，我們舉個例子，比如韓都衣舍，市面上這個牌子做的是不錯的，但是在網上還有一部分用戶并不知道這個個牌子，但是他有可能是韓都衣舍的潛在用戶，我們就把這類用戶定義為藍海用戶，第二個是潛在用戶，潛在用戶就是說他通過搜索或通過朋友的介紹，或者是頭一次了解到這個商品，或者瀏覽了這個品牌的商品，這個我們叫做潛在用戶，新用戶的話就是說第一次下單的，既有用戶就是老用戶，多這個產品已經很了解了，我們是對這些用戶進行不同的分類，對不同的用戶采用的策略也是不一樣的，舉個例子，新用戶的話，就是讓這個新用戶能夠持續地在這個品牌上下單，讓他能夠留存下來，而老用戶的話，就是解決購物率的問題，不要讓他沉睡了，不要讓他半年都不來買對吧，也是為了喚醒他的重復購買率，它解

The question is different.

　　攬客計劃我們會分別經營不同的部門，或者品牌，對這些維度來對用戶進行分析，這一款的話，我們找過京東自營的商品，也大概找了二三百家來用這個產品，包括茵曼，也是我們這個用戶，會給不同的用戶發不同的定向優惠券，這個發給他以后看他怎么來下單，發現大部分的商家通過優惠券來下單的轉化率非常高，比這個不發優惠券，跟京東平均水平比起來，或者跟行業水平比起來，都要高很多，但有些個數的商家，比如說家居家裝的，擴大價特別高，我們這種發優惠券對它的下單的話，影響力還是小，但是大部分商家擴大價在500以內的，服裝，鞋，包包這種商家，復活率率都非常的高，所以不同的營銷策略或者相同的營銷策略針對于不用的品類和店鋪的話效果也都不一樣，所以我們自己也要根據自己的店鋪和品牌特點來制定自己的營銷策略。

　　第二個就是用戶畫像，用戶畫像不單是我們說的電商平臺在做，有很多商家，包括我們接觸到的很多事上市公司他們也在管理自己的會員，在建立自己的會員體系，京東的用戶畫像會基于幾塊，一塊就是我們會基于用戶的基本屬性，包括年齡，性別這些基本的屬性，還有就是購買能力，他的擴大價值，購買的是什么階段的擴大價，還有就是用戶行為特征，他平是瀏覽網站是怎么樣的一個行為特征，是通過搜索關鍵詞還是通過內幕，還是通過一些品牌直接到京東網站上來的，基于他的這個瀏覽行為，對于優惠券敏感還是不敏感等等這些來分類，還有就是說一些興趣愛好等，用戶差不多有幾百個標簽，200多個標簽，我們會基于這些標簽來認識這些用戶，用戶畫像他會有很多的應用場景，包括個性化服務，后面我會講到，還有就是很多切面啊，機器人啊，京東上會自

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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　　京東在物流這一塊，就是我們剛才講到的商品畫像和用戶畫像，京東其實還在做另一個畫像，叫做小區畫像，小區畫像，我們會認為小區用戶會有一些共同特征的，因為小區之間是不一樣的，我們之前做過一個小區的分析，我們分別找了北京大學，清華大學，上地小區，還有望京小區的，發現這幾個小區買書會不太一樣，北大對國學會買的比較多，還有這種傳統理科的，物理、數學特別多，清華一般會買工科的書，上地一般會買IT電程的書，應為那邊這種企業特別多，包括百度、IBM,但是望京的話，就會發現一個很有意思的現象，望京的用戶會買那種猶太教，心理學的書，當時我們也不知道是什么原因，后來問了一些在望京住的朋友，他們我說的是望京那邊有很多猶太教餐廳，有很多層次比較高的可能比較愛看心理學，這是一個現象，但是要解釋這個原因不太好

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.

　　第二個就是移動商店，我舉個例子，就是京東的iphone6首發，這個做活動也挺相關的，是第一次首在京東發，當時我們要求的就是能盡快把貨送到用戶手里面，當時我們在各個小區里有很多移動倉，一個一個的小車，會把貨提前在那個小區備好，一旦用戶下單發貨了，我們就很快直接送貨過去，當時最快的一個訂單，在用戶下單以后12分鐘就送到貨了，我們就是通過移動倉馬上送貨的，這塊的應用也是基于用戶畫像和小區畫像的，就是提前把貨布置好，甚至我們在想除了移動倉外，是不是也可以把貨放到配送點，放到配送點附近的一些倉庫里，有貨我就很快送給買家，這樣的話，用戶體驗提升，也會非常好，這一塊講到的物流，小區移動倉也好，布點也好，都是基于背后的用戶的畫像和小區的畫像，當然要做的更精準，數據就要更多，我們對用戶的行為挖掘就要

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.

下面就是易搜這款產品，當時我們做了很多調研，包括一些市場分析，發現很多商家并不知道京東的SEO怎么去做，也不知道京東的的搜索規則是怎么樣的，能不能告訴我我的SEO做的效果好不好，很多的商家產品都是基于商家的弱點來做的，這一款也是去年我們開始有意向要做的，也是今年上線的，開放給所有用戶在用的一個產品，這個有一個非常大的好處，通過京東自己發放的，你在搜索自己的關鍵詞和內幕排名時，都能得到一手的實時數據信息，你知道那些關鍵詞做得好，可以去集中優化一些核心關鍵詞，然后也分實時數據和一線數據，我們知道SEO有黑帽也有白帽，他就能夠正常地引導商家去做商品標題和SEO的優化，它里面其實也有很多搜索規則，這一塊就能很好地幫助商家，也能很好地幫助京東自營。

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.