Service provider Big-argument Big data: transforming traditional retail strategy

Ma Yun said that the rapid development of the Internet, many people do not understand what is the PC Internet, mobile Internet is coming, we have not yet made clear mobile interconnection, the Big Data era came again.

The "Big Data" has become a fashionable concept in the Internet world, but it is unfamiliar to most traditional enterprises. What is the real big data, large data in the field of electrical business is how to use, it seems difficult to have a conclusion.

"There are a lot of big data in the circle, and it's all about big data, no matter what you do." It seems that you can't make money without making big data, so you can count on this concept. "The CRM software service provider Cloud co-CEO Song Xiangping pointed out that as long as willing to break some of their thinking set, return to the original, regardless of the size of the data, as long as I can use, to solve the problem, the data is valuable;

Billion State power network organization of the Electronic Business Services Ecosystem Forum, the company has a large number of enterprise-class data on the electric business service providers have said that enterprise decision-makers should be more attention to the management of data processes, rather than only the results of the analysis of the report, only pegged to sales.

"Instead of arguing about the concept of big data, pay attention to the variety of changes that occur in the data collection process." "Song Xiangping Frankly, it has contacted many enterprises, the data use is not good, the main reason is the data reference." For example, brand positioning and selection, if the use of data to grasp the direction, may be the next work will be easy to carry out.

Obviously, compared with the traditional retailing industry, in addition to the convenience of customer experience, the competitive advantage of the electric business is the timeliness and the driving of the data. Through the collation analysis and excavation, the electrical business occupies the highland of large data, it is difficult to lead consumer consumption before, promote upstream supply chain transformation, is embodied in the value chain.

On the other hand, large data also affect the decision-making of traditional enterprises through the Internet. Brand positioning, product pricing, turnover efficiency, light inventory transformation, the operation of data, customer management, because of data generation and change. Big Data makes business decisions more evidence-based, reduces the cost of making mistakes, and ultimately drives retail to build more efficient platforms.

"For example, we do a brand, the first thing is to help him plan, a lot of data can be used as a support." For example, first look at the annual growth of Taobao, forecast the next annual growth, thus analyzing the brand's business space. Then look at the entire market, to find the details of the classification of data, as well as competitors and their own situation. This also contains a lot of fine data, even to be fine to the number of items SKU, inventory depth and so on. This data will determine my next year's business opportunities, where the space is, and finally make the annual input. "Dedicated to the operation of the service of the North Union Albert CEO Mengfanxing pointed out."

Seems to have a very mature solution, in fact, before 2008, many service providers for the data is open and no concept, it is difficult to distinguish which data is valuable to the merchant. Therefore, in helping the traditional enterprises to do electricity, many decisions are made by patting the forehead to decide, very grassroots. And as the days of the cat, Jingdong, such as a series of service platform to enhance the open, now the traditional enterprises in the electrical business, can be derived from the data to the operational end of each link.

According to the Billion power network, the traditional retailer's awareness of large data is rising. FMCG brand Zara through the collection of massive customer opinion, in order to make production and sales decisions, greatly reducing the inventory rate. At the same time, Zara has also established network stores in several countries, strengthening the two-way search engine, data analysis functions. Not only the recycling of ideas to the production side, so that policymakers pinpoint the target market, but also to provide consumers with more accurate fashion information, so that both sides can enjoy the benefits of large data.

Similarly, as the overlord of daily necessities, Procter and Gamble also has a more advanced sense of data research. "Every day consumers enter the store to see what, including small samples, questionnaires, daily collection of data, and very fine data processing." "ERP software service provider E Store Treasure CEO Chen Tao cited examples."

At present, under the premise of making full use of the platform data, the P & G electric power supplier makes a series of information which is difficult to get online, and then sets up the pertinence strategy in marketing.

(Responsible editor: The good of the Legacy)