Big Data case--beauty makeup from qualitative to quantitative

Beauty Li Makeup, a deep into cosmetics taobao on behalf of operators.

October 2006, Huang officially into Taobao, and other stumbled into the seller different, he walked every step has a strong data support.

The top of the computer department at Tsinghua University is software programming, which makes it easier for him to do data marketing. Huang to this point of mind, must find a standard products industry, can be data marketing advantage play.

Look for cosmetics

In that year, there is no data cube Taobao, all the store's purchase records are shown below the product. Huang a program, Taobao cosmetics shop sales statistics, the sales of various brands will be clearly revealed, which makes beauty makeup can be established as soon as possible direction.

From a Huang perspective, each of his programs or models is designed to explain a phenomenon or to satisfy a particular need.

In order to calculate the number of a brand in the Cat open flagship store how much sales, Huang established a model for cosmetics, the brand can be divided into domestic and import, high price and low, popular line and counter line, facing the basic needs and special needs.

Use these dimensions to divide, can divide the cosmetics into many kinds, can see which brand in the future online development space has how big, the flagship store can have how big sales.

"This data is very difficult to deduce, to be based on data collection and sorting, and then build a number of models can be, these years, our model has been more complete." "Huang proudly explained that once you can make predictions, then the subsequent purchase of the operation, advertising input, warehouse size, customer service number, can be based on the forecast sales to decide.

In fact, offline marketing theory is relatively mature. For example, KFC opened a shop, will send people to calculate the flow and composition, presumably can speculate out the number of stores, need to open how many square meters, should be equipped with several counters.

"If you have done offline fine marketing, it will be Qualcomm." "Offline fine marketing data is supplemented by sample data or research data, which also needs to be extrapolated to sales and capacity," Huang said, adding that these methods are the same as those used in beauty-makeup models, but with different sources of data.

Beauty makeup put the core advantage on the cosmetics industry, established a set of models to study cosmetics, and never went to other categories. And many operators themselves do not have models, often do not know the difference between different categories, involved in a number of categories, but in the end did not big.

It is because beauty makeup has been doing in one direction, the cumulative advantages are more and more. In Huang's view, although beauty makeup can not establish a complete customer life cycle model, but each local model has been established clearly.

For example, double 11, beauty Li Makeup speculated that a brand can sell 50 million yuan, in order to insurance, into the 60 million yuan goods, but the final actual sales in more than 50 million yuan. This sold out rate is basically the general company can not match.

It is by this model, beauty Li makeup successfully on behalf of the operation of 26 well-known brands.

Affordable herbal medicine is the first bucket of gold

For beauty Li Makeup, the first brand is particularly important, but also let Huang painstaking.

With the data produced by existing models, Huang vaguely feel that different brands on Taobao sales must have a difference.

Some brands are only sold abroad, the domestic line is not sold, but online sales are very good, and some brands sold online for many years, but the sales on Taobao is very small, or only concentrated in a few products. Huang that there must be some kind of law.

Beauty Li Makeup just started, as the first brand, if the line sell very well, the difficulty of the negotiations will be particularly large, even if it is under the line to sell very well, the online sale of the brand is also difficult to talk about, after all, such a brand of lower body volume is large enough. So, ideally, it's best to find a brand that doesn't sell much, but sells a lot on the Internet.

Based on these understandings, beauty li Makeup design a network marketing model screening brand, finally affordable Materia medica to become the most consistent with Huang needs of the brand.

2006, the entire sales of herbal medicine around 90 million yuan, only to enter 900,000 yuan of goods, they can become affordable herbal A-level dealers. At the end of 2006, beauty makeup formal and affordable herbal cooperation.

In fact, this model is not complex, but is divided into dozens of dimensions, such as the popular brand and niche brands, they will find the more popular brands more difficult to sell online. On the contrary, such niche brands as Liv Oil, the more accurate the customer's appeal, the lower the level of communication, because the number of shopping Taobao is enough, including a variety of consumer preferences.

The lower the level of communication, the less the amount of advertising input. And the popular brand, such as Paris l ' oreal, advertising word is "you deserve to have", then need a great amount of communication to communicate clearly.

According to this angle, we can come to the suitability of herbal medicine is suitable for online sales, this is through the qualitative analysis of the conclusions. "When you don't have enough data, you don't have to go after it. If use 0~100 to measure, can pass qualitative analysis, set it between 50~60, when the data is sufficient, again through the quantitative analysis only then know is 54. "Huang that in large decision-making, each parameter can be determined in an acceptable interval by qualitative analysis, and the result is almost the same."

Huang forecast, beauty li makeup first year sales in 2 million ~400 million. In his view, the scope of the data to obtain this is satisfied, because no matter how much the specific sales, is within the affordable range. In fact, the first year of beauty makeup sales nearly 4 million yuan.

With the success of affordable herbal medicine, more and more brands began to look for beauty and makeup cooperation.

(Responsible editor: The good of the Legacy)