How a pioneering team can use products to tap the data of luxury users

In fact, in the field of fashion, the Internet and data is relatively unfamiliar. Especially in the area of luxury, this highly-admired handmade "aura of the field, and the Internet or information technology seems far apart." I've visited many of the store's chief stores, it is no exaggeration to say that many thunderclap luxury brands, still rely on excel in doing management, and the store's collection system and inventory of these most basic did not get through, a lot of store shop staff every day after work to stock inventory, often to 12 points, Then update to Excel, and then email the report. Ask a clerk what items are in the shop and she can't say for sure. You ask a brand marketing manager, what is the most popular, selling the best, she gave you the answer is vague. As a user, I will also feel that, in addition to those exquisite magazine ads occasionally hit outside, or go to the store to pay money, I and the brand in fact, it does not matter, it will not care about me, let alone understand my needs. At the same time, I have done more than 10 years of brand marketing, from 4A advertising companies to mobile phones, luxury goods and even logistics areas, as a brand, I have deep experience, many times not very clear where users, users like what, between enterprises and users, can only rely on some very primitive way to maintain relations, such as smashing ads, The face-to-face communication of shop assistants lacks effective consumer data mining and user management systems, not to mention how to use the data as the core asset of the mobile internet age to do business. So, from 2012 founded Mfashion Mobile Fashion media began, how to the relationship between the user and the brand data, into a core product concept, has been rooted in my mind, and in our new product of the Global Sweep Guide "application, made some new attempts." Global Sweep Guide "is specially for China's fashion brand enthusiasts tailor-made for a global fashion single product search, comparison, recommendations and shopping guide applications." At present, we have included more than 70,000 items of 50 top fashion brands worldwide, this quantity is still increasing, and we are very considerate to provide users with more than 20 countries of single product price comparison, the price source includes the official website price, The price of the electric dealer's website and will be introduced by the national users to provide specific stores or Austrian price exposure. So, if a fashion enthusiast around you wants to know where to buy LV cheapest, Chanel 2.55 classic bag exactly how much money, Burberry Chinese and British price difference, the recent coach of which single on the discount, we can help us recommend to her to download the global sweeping guide to try. Our products from December 10 to February 10, the whole good 60 days, and these 60 days, is precisely the Chinese one year consumption luxury goods peak period. With the year-end bonuses sent by the company, the New Year Holiday World tour, the Chinese sweep of goods from Hong Kong, Paris, London and other fashion stores have been extended to the major airport duty-free shops, various AustrianEverywhere. We are also happy to follow this sweep frenzy, after a new product user soared, completely beyond the expected process, just 60 days to break through the 100,000 iphone high-end active users, more than 12,000 daily active users and more than 80,000 times a single product browsing. This time to share is through the global sweep guide "inside a small function desire to collect a list" in this 60 days found such a number of interesting data, also let everyone for this: 1. In the last 60 days, a total of 14,887 users through our collection should be used to collect their favorite items, the total number of collection 144,273, an average of 9.69 per person collection, the average of each desire to collect the total value of a single product is 161,296 yuan, the desire index is really high ah (the future, We are pondering the focus is how to put the 160,000 per cent of the desire of the single product really sell Ah, oh, 2. One of the most fire brands, to our surprise, no matter how we say that personality brand in the rise, the first place is still not falling Louis Vuitton. We have a single product total collection number of brands have done a ranking, followed by 3. In all the items, the most popular price range is not expected, or unit price 2000 below the single product is still the most popular, accounting for 34% of the share, this and the last two years, coach, Michaelkors, Tory Burch and other light luxury brand super hot trend exactly match, surprisingly, There is a Chinese retail price over 100,000 of the Tiffany diamond ring, there are also 350 users collection, this is indeed unexpected, because no matter in which tyrants class, 100,000 of the single goods are very important. In addition, the number one, we call 2014 New Year most want to have the single item "is a B4085200, the United States price 1060 U.S. dollar Cartier Love Classic series 18K gold ring, has more than 700 user collections." Because we are very aware of these 700 registered users who, joked that Cartier can give our users to organize a private sales meeting, specifically invited these 700 users to participate in the Chinese area this ring sold out of stock. 4. We also do some analysis of the user's geographical preferences, here selected 5 large cities of user data (we use the user's Sina Weibo registration as the benchmark) as a sample, to see what has been found: l First, Burberry in the rapid rise, and achieve beyond kind Lv,gucci, Chanel two, and the Ace Ace LV Equal, we think this is not accidental, in fact Burberry is in recent years e-commerce and Internet to do the best luxury brand, otherwise its Ceoangela Ahrendt will not be Apple fancy it. Every year Christmas to Valentine's Day, always Tiffany the world. As a pure jewelry brand, can rank so high, all rely on a large number of golden spoony men sentLady Tiffany. L then actually: Beijing people love high heels. The top 10 inside have two incredibly is the High heels brand, one is commonly known as the Red Bottom shoe Christian Louboutin, as well as the so-called sexiest high heels Jimmy Chool quite the male business fan Bottegaveneta in the business consciousness leading Guangzhou, Shenzhen, Shanghai has entered the top 10, in Beijing and Chengdu, but did not enter the list L we are very coincidentally found that Valentino in Beijing, Chengdu entered the top 10, the other three cities did not, and BV just in turn, is not the party in Beijing and Chengdu more, and the other three city meetings? L Also, Chengdu People are also very avantgarde, to Tory Burch such a young fashion brand accepted quickly, or even faster than the 4 coastal cities Well, this is our little data application attempts. As our number of users accumulates, we will further explore this core user group behavior data, such as different regions, different ages of users of their favorite items are different, color preferences, what patterns or patterns are more popular with users, we can try to predict which items will be sold in the future, Even give the brand some data, such as where to open the shop, should be in China to sell what style and price of goods and so on. In fact, in every industry, there should be a lot of data can play, whether it is called not large data, learn to collect and use data to solve the problem is good.