How crazy is the World Cup? Lottery know

Jingdong listed a hammer, sounded the alarm in Ali, Ma Yun "holding a telescope can not find competitors," the day and night gone. Jingdong is now growing as the e-commerce platform that can compete with Ali, both of them leading the world of B2C e-commerce, while the annual Beijing 618 eve has become the second e-commerce Great event.

"Compared with previous years, the number of e-commerce websites participating in this year increased significantly. All e-commerce companies took part in World Cup marketing and even Vipshop, which has no direct competitive relationship with Jingdong, actively participated in." The Big Data Marketing Platform Ke Xiaoxing, president of service provider billion Ma pointed out in an interview with reporters.

When the 618 World Cup encounter, what kind of spark will be wiped? Emma recently released the "billion big data: when the World Cup in 618," the research report, through mining, analysis, comparison Jingdong, Amazon, Suning Tesco, Shop No. 1, Data, a detailed explanation of the World Cup background e-commerce sales record.

How crazy is the World Cup? Lottery know

World Cup crash 618, no doubt to the major e-commerce promotion passion, so that the price war this year, an unprecedented fierce. Initiator Jingdong not only in the subway and other outdoor advertising channels started the banner of 618 stores, but also invited Liu Yan, Shang Wenjie, Yu Quan, Renzhong and many other stars "home delivery." In response to the theme of Jingdong's "Big Shopping", Dangdang.com and Gome Online also launched the "Scratch Paddles" such as "You're lying on my face" The words "the product is at least 50 yuan lower than the same section of Jingdong". From other e-commerce joint "sniper" Jingdong situation, this e-commerce war, can be described as shocking, full blast point.

How crazy consumers during the World Cup, from the lottery transactions can peep one or two. Yima platform drainage reached the transaction data show that in 2014 618 (whichever 20 to June 19), in less than a month, Football Lottery accounted for 30% of the total lottery transactions, second only to Digital color, and lottery transactions occurred mainly in June 13 after the opening of the World Cup, the rapid growth reached a peak on June 19, "World Cup economy" the power of the explosion, no stranger to all businesses rush.

According to Qin Ling, vice president of EMMA, "The 618 World Cup this year has a distinct theme and a corresponding increase in promotional items. From the previous 3C categories, it has expanded to include fresh food, beverages and adult products."

According to the data from Yima, 3C products make the largest contribution to the transaction volume from the commodity category (excluding lottery virtual goods), followed by food, beverages, household appliances and apparel. In terms of trading volume, food ranked first, followed by drinks, 3C, apparel and cleaning products.

Thus it can be seen that 3C products are still the promotion products promoted by the electricity suppliers and affected by the World Cup. Food and drinks have also become hot commodities. Data again confirmed that "fried chicken with beer," eating snacks to watch the game has become the standard match for the World Cup.

From the shopping time point of view, before and after the opening ceremony of the World Cup, football lottery showed a rapid growth trend, food, drinks quickly became a hot commodity.

It is noteworthy that the World Cup did not change the daily shopping time of consumers, most of the peak purchase of goods is still concentrated in the regular gold shopping hours at 12 o'clock and 10 o'clock in the evening, but also not as many businessmen wish the morning because the World Cup focused on becoming High shopping time.

Double the volume, accurate drainage is a weapon

From the overall volume point of view, this year's 618 promotions more popular, a number of data surge year-on-year. Among them, 618 orders for Jingdong this year have increased by more than 100% over 618 in the previous year.

Trading data reached by Yima platform shows that since the big promotion started on June 10, the flow of major e-commerce platforms (the number of people who have already purchased) showed a rapid growth, and the first peak of passenger flow was ushered in on June 11. With 618 approaching, the second rapid growth took place on June 15 and continued to grow at a very high rate of growth. On June 18, it peaked on the same day with an average of 1 person under 3 orders, purchasing 26 items and spending $ 1208 RMB, all exceed the annual average shopping platform for major e-commerce platforms, with remarkable sales promotion results throughout the 618 period.

Qin Ling told reporters today, there are many ways to increase drainage, including DSP display advertising and CPS effects alliance services. On the one hand, DSP advertising platform can be used to increase the exposure of e-commerce brands and promotion activities, to promote the details of activities, promotions and other details through various channels and channels, and finally achieve the purpose of diversion , DSP services mainly by exposure and pay per click; the other hand, CPS (paid by the effect) network alliance services through aggregation capture technology, advanced algorithms and artificial selection and other means to focus on the middle page of the product, no doubt will give businesses direct To a large amount of turnover.

Price more spell data

"E-commerce sales sense of smell is becoming more and more sensitive, more and more combined with a variety of current affairs, solar terms, holiday event marketing." Yema Luo vice president of billion Ma pointed out that with the increasingly fierce promotional activities and promotional experience Constantly enriched, and now e-commerce sales promotion war has gone beyond the simple price war, rose to fight the technical strength of the data war.

Before the advent of promotion, e-commerce website how to make a good choice in advance, stocking, to determine the appropriate price, how to do a good job user classification, precise drainage and promotion for different groups of people, a key factor in improving the conversion rate and turnover ; And how logistics information data intelligently interact with the foreground, how to guide the back end through the prediction of sales data and real-time measurement, including the adjustment of the position of the product and the optimization of the package production process, etc., are the future big marketing behind Real war.

All this is inseparable from the big data support. The role of big data in e-commerce promotion activities is mainly reflected in the promotion of election products, real-time monitoring of traffic problems and marketing programs to optimize these three aspects.

Taking this year 618 as an example, Yima data show that the prices of traded goods (excluding lottery virtual goods) are mostly concentrated in the range of 0-50 yuan from the range of the price of a single product of a commodity, and the number of purchased goods accounts for 72 %, 50-100 yuan interval also accounted for a large proportion, accounting for 10%, higher price range trading volume showed a decreasing trend, and more than 2,000 yuan commodity trading volume began to rise somewhat. This set of data shows that the lower the price of the more popular consumer goods, at the same time, consumers have more demand for more than 2,000 yuan high-priced goods.

When the next promotion comes, the above transaction data can provide support for the selection of promotional products. E-commerce sites can make use of historical transaction data provided by Ema, a third-party big data marketing platform, to find out which products are hot during which time, and select the corresponding promotional items and promotion periods to maximize the effect of the event.

"During the promotion period, the order quantity is usually 3 ~ 20 times of weekday.Yi Ma uses its own cloud platform to monitor the transaction, browsing and click data in real time, which can help the e-commerce website to discover and feedback the traffic problems existed in the promotion." Luo Hongbin Introduction.

In addition, by analyzing the consumer properties of e-commerce websites, it is possible to know what price-sensitive products are consumed by the major consumer groups, and what type of affiliate marketing is preferred (full, full, full, etc.) Reach the target population, can greatly improve the conversion rate of e-commerce ads. Yima on the overall optimization of promotional programs, but also for the e-commerce advertisers create an immeasurable implicit value.

Big data marketing fully landed

"DSP-based marketing based on big data and RTB technology has direct audiences and precise people, maximizing the unity of brand and effect demands," said Cao Junbo, president of iResearch Institute.

In fact, the most direct benefit of big data analytics to E-commerce websites is that marketing is rationalized by the principle of effectiveness, while avoiding blind budget spending and low ROI caused by savage push . The precise forecast of the front-end sales, logistics planning also played an important guiding and reference role.

Since its establishment, Yima has provided big data effect marketing services to more than 1,000 e-commerce websites including Jingdong, Amazon, Suning Tesco, No.1 Store and Jumei U-Premium. In 2013 alone, Yima was the domestic B2C-based e-commerce platform to bring the total annual turnover of more than 416 billion yuan. As a technology-based company with internet genes, Ernst & Young possesses 10 years of data accumulation and strong technical capabilities in the whole network, and these two factors are the key to achieving the leader of big data marketing platform.

Ke Xiaoxing said that "big data marketing has been fully implemented, the advance layout of big data is essential for seizing strategic high ground. At present, the accumulation of data collection, data security and opening up balance, implementation of data operations has become the consensus of the industry. Ma hopes that through the opening up and cooperation with big data from all walks of life, the exchange and introduction of technology will promote the sound development of accurate marketing of big data in China. "