1. Analysis background introduction
In recent years, China's e-commerce market
has become more and more rich in festivals, and various festival promotions
have become important marketing means for major e-commerce platforms. Whether
it is a traditional festival or an emerging festival, it can trigger a shopping
boom among consumers. For example, Valentine's Day, Easter, Back-to-School
Season, Queen's Day on March 8, Labor Day on May 1, Confession Day on May 20,
Children's Day, Foodie Day on July 17, Halloween, Thanksgiving Day, Christmas,
etc. These festivals not only provide consumers with rich shopping choices, but
also bring huge business opportunities to merchants.
Among them, large-scale promotional
activities such as 618 Shopping Festival, Double Eleven (November 11) and
Double Twelve (December 12) are the highlight of the e-commerce market. These
activities have gradually evolved from a simple shopping carnival to one of the
most important sales nodes of the year. Especially during Double Eleven,
consumers' purchasing power exploded, and merchants attracted a large amount of
traffic and orders through various promotional means, such as limited-time
snap-up, full discount, second-kill activities, etc. For merchants, Double
Eleven is not only the peak time for sales, but also an important opportunity
for brand exposure and market share competition.
This case focuses on the beauty and skin
care category of Taobao Mall, and provides strategic support for a beauty
company to prepare for Double Eleven activities through data analysis. The
market competition of the beauty industryThe competition is extremely fierce.
Major brands have launched new products and preferential activities during
Double Eleven, striving to stand out among many brands. Therefore, scientific
data analysis is particularly important.
2. Statement of key issues
1) Evaluate the brands that consumers are
more concerned about. Which brands are popular and popular?
2) Evaluate which price segment products
are the most competitive, and how to sell more products to become the best
seller during the festival.
3) Evaluate the search volume, the number
of comments, and the popularity distribution of the product page to understand
the market demand.
4) Assess the differences in the needs of
different genders.
5) Evaluate the linear relationship between
popularity and sales.
3. Analyze the plan
According to the above analysis goals,
select key data indicators
|
Serial
number
|
Name
of the indicator
|
Paraphrase
|
Analysis
angle
|
|
1
|
Search
for brand wordsCount
|
Users
in search engines or e-commerce platformsThe number of times to search for
keywords related to a brand
|
The
popularity index reflects the attention of consumers.
|
|
2
|
Number
of brand reviews
|
Total
number of comments
|
The
popularity index reflects the attention of consumers.
|
|
3
|
Total
sales
|
The
total sales amount of a brand or a product (GMV)
|
Total
sales can help enterprises understand their market share, profitability and
market acceptance of products.
|
|
4
|
Sales
volume
|
The
number of products sold, that is, the number of products sold
|
High-selling
products are usually products with large market demand and relatively
affordable prices.
|
|
5
|
Time
|
The
granularity is to the sky
|
During
the whole period of the activity, the changes in data are of great
significance to e-commerce. The daily heat change can be clearly seen,
reflecting the fluctuation of consumer enthusiasm.
|
|
6
|
Price
segment
|
The
price segment refers to the different price ranges of products sold in the
market.
|
Evaluate
which range consumers concentrate and which price range the products are
mainly promoted.
|
|
7
|
Unit
price
|
The
price of a single product under the brand
|
Compare
the pricing of different brands
|
|
8
|
Sex
|
The
gender classification of consumers who buy a brand or product is generally
divided into: male and female
|
Through
the comparative analysis of female and male sales, we can understand the
impact of gender on sales.
|
|
9
|
E-commerce
platform
|
E-commerce
platform refers to online trading platforms for selling products, such as
Taobao, JD.com, Pinduoduo, Amazon, etc.
|
Analyzing
the sales performance of each platform can help enterprises optimize channel
strategies and improve the operation effect of the platform.
|
|
Ten
|
Commodity
category
|
Commodity
category refers to the category to which the product belongs on the
e-commerce platform.
|
Through
category analysis, enterprises can optimize the layout of product lines.
|
3.2 Power BI Visualization Scheme
Description: The page data is random
simulation data, which is for reference only for analysis angle and Power BI
function display, and does not involve any actual business data.
4. Analysis and interpretation
Heat analysis, for brands that are rapidly rising in popularity within a specific
period of time, enterprises can consider increasing their inventory or
increasing the marketing and promotion of the brand. In addition, by comparing
the popularity of competitors, enterprises can also identify the potential in
the market.Coercive, and adjust the strategy in time.
Sales and sales volume analysis,Some brands may get high sales through high sales, while other
products may achieve relatively low sales with high prices but still achieve
considerable sales. Comparing these two situations can help enterprises
optimize their product portfolio and pricing strategies and maximize profits.
Time-dimensional analysis,It can reveal the cyclical changes in consumption behavior. During
specific festivals or promotions, time dimension analysis is especially
important, which can help enterprises predict demand and prepare in advance.
Brand echelon analysis,Brand echelon analysis can help enterprises understand their
competitive position in the market. Lead toAfter comparing the performance of
different brands in terms of sales, sales, market share, etc., the brands can
be divided into different echelons.
Price segment analysis,By analyzing the sales and sales of each price segment, enterprises
can understand the competition in different price ranges in the market, so as
to optimize product pricing strategies. For example, if the proportion of
product sales in a certain price segment is too high or too low, enterprises
can consider adjusting the price strategy or introducing new products to
balance market demand.
Gender dimension analysis,Gender dimension analysis can help enterprises understand the
shopping preferences of consumers of different genders. By analyzing the
differences between male and female consumers in terms of popularity, sales,
price preferences, etc., enterprises can formulate more accurate marketing
strategies.For example, if female consumers are more inclined to buy high-end
products, enterprises can launch high value-added products for the female
market.
Analysis of the number of comments,The number of comments can reflect the market influence and
word-of-mouth effect of the product, helping enterprises to judge which
products deserve further promotion or improvement.
5. Application effect
Through the above analysis perspectives and
methods, remarkable results can be achieved in practical applications:
New product promotion and market
capture:Heat analysis helps enterprises quickly
identify hot trends and consumer concerns in the market.
Performance evaluation and goal setting:By analyzing the sales performance of different brands, enterprises
can set more reasonable festival sales targets for each product line and adjust
the performance evaluation standards according to the data.
Brand development and cooperation
strategy:Enterprises can choose suitable partners
or competitors for brand cooperation or mergers and acquisitions based on the
results of brand echelon analysis, so as to expand the market.
Market segmentation and product
positioning: Price segment analysis helps
enterprises subdivide the market, launch corresponding product lines for groups
with different consumption abilities, and avoid one-size-fits-all market
strategies.
Finally, this data analysis helped the
beauty company to formulate a reasonable activity preparation plan. Through the
activity data of the beauty categoryACCORDING TO THE ANALYSIS, THE COMPANY
OPTIMIZES ITS OWN ACTIVITY STRATEGY, NOT ONLY TO ENSURE PROFITS, BUT ALSO TO BE
COMPETITIVE, SO AS TO BE FAR-SIGHTED IN THE FESTIVAL AND REALIZE THE DOUBLE
IMPROVEMENT OF SALES AND BRAND INFLUENCE.