The business mode is a common pattern in e-commerce mode

The business mode is a common mode in the electronic commerce mode, but from the perspective of the management role, the company is divided into two kinds of self and platform, Self-and refers to the electronic business site owned by the companies themselves enjoy the right to sell through the Web site; The platform refers to the company that owns the website, The way other companies invest in the site to sell their goods. such as the cat is a pure platform business model, such as Jingdong, No. 1th stores are both proprietary and platform of the two models, 1th Mall is the 1th Shop provides platform services. In the electric business platform, there is a common function is to allow businesses in order to pay before the purchase order to modify the price of the deal, a lot of friends may be in the day after the Cat mall on the list have to make changes to the merchant shipping experience.

Usually this initiative by the user to contact the merchant to modify the price of the way we think is benign, but there will be a business initiative to initiate changes in the price of the situation exists, for example, some businesses first set the price of the commodity is very low, to attract users after a single and said that the price set wrong, the transaction price changed to the original price, this is a malicious brush single behavior. The change price mentioned here is not to modify the price of the commodity, but to revise the price of the order. This article is to describe how to analyze the price behavior of the merchant through the data level.

Here again to allow businesses to change the price of this function is reasonable, of course, there are many electric platform does not provide such a function, but the existence is reasonable, otherwise there will be no price change behavior analysis of the problem.

1, the most common is to modify the freight, I believe many people have experienced, bought a mail-free merchandise, and then buy an unavoidable mail merchandise, two pieces of shipping, you can ask the merchant to change the freight costs;

2, Chinese characteristics of the bargain, in China to do business in many places there is such a bargaining phenomenon, powerful people can cut the price of half, or even more, for such a person, the author expressed great admiration;

3, some users after the order to find the need to modify the goods (such as model, color, matching packages, etc.) or modify the number of goods, and do not want to place a single, will be in the remarks inside explain, let the merchant revise the price;

The above are a number of positive settings to modify the price function, but this function is a double-edged sword, it will bring some negative effects, such as malicious brush, so we have to do analysis to restrain.

Reasons for the analysis

Since there must be an analysis, there must be a problem. The above three kinds of cases are the user's own request to modify the price, but the basic problems are the business initiative to modify prices. The following are some of the issues that can be modified by a merchant after the order is completed:

1, the proportion of the price order is too high will lead to poor user trading experience, will give users the impression that the platform transaction uncertainty, the impact of platform credibility, which is a lot of platforms do not open this function reason;

2. The likelihood of payment failure increases. The price has been reduced to say, if the high number of users will not be willing to pay, and even the user has to pay, the merchants have modified the price, resulting in the amount of payment is lower than the order of the transaction amount;

3, there are businesses to use the price conversion function of false marketing activities, users have been complained. First, lower prices to sell, the user orders after the change on the price is wrong;

4, has the bad motive, has given the merchant the opportunity which maliciously brushes the list. If the price change process is less restrictive, it will become a part of the bad business tools;

Objective of the analysis

1, through the analysis of the behavior of business change, find out the rules and countermeasures, in order to change the price behavior has a certain constraint;

2, to find ways to reduce or even cancel the payment action after the user to change prices, as much as possible to enable users to pay before payment can be changed information, especially for cod this line of payment method;

Possible benefits from analysis

1, can reduce the merchant's illegal operation behavior;

2, can enhance the payment success rate, especially the online payment method success rate;

3, improve the buyer experience, you can smooth the completion of transactions;

Ways and means of analysis

The first step, we have to analyze words to get the basic data to hand, here is to analyze the behavior of business change analysis, then change the value of the relevant field information must have; In addition, because the price change will affect the rate of payment success, it also has to change the price of the order of the payment status out for analysis, The final definition of the basic data field content is as follows, of course, there have been some processing:

Merchant ID, order number, down time, order Amount (change before price), the last modification time, the transaction amount (after changing the price), the payment time, the payment status, the change price range (transaction amount-order amount); Here is a note that the analysis of the data and the company's internal data warehouse construction has a lot In addition, it is best to understand SQL, understand the importance of SQL can refer to the product managers need to master the technical points.

The second step is to determine the data range of the analysis. Because most of the price change occurs before payment, so the time dimension is the same as the following single time; The main purpose is to analyze the merchants who have had the behavior of price change, so there is no business data to be removed; In addition, in order to make the data more convincing, the data range selects the first half of the six-month interval;

The third step, after the data can be analyzed, from the analysis of the reasons and objectives, the main can be modified by the ratio of orders and payment success rate of view.

1, first look at the merchants to change the price orders in the merchant all orders accounted for, whether the proportion will be relatively high, this can to a certain extent, to distinguish malicious business;

This ratio is a good calculation, the total number of orders changed by a single merchant divided by the total number of orders, that is, a single merchant to change the price of the order accounted for. From the analysis of the results, found that some of the merchants to change the price order accounted for is very high, and some merchants 100% of the orders have been revised prices. Based on past experience, we believe that 80% of the orders have been modified price of the merchant is suspected of malicious operation, extracted out to do a single analysis.

2, look at the price change in order, the cost of the higher ratio and the price of the lower proportion;

The ratio of the price to higher is the number of orders for a single merchant to change the price of the order by the total number of orders for the merchant; Similarly, the ratio of the price to lower is the number of orders for a single merchant to lower the price of the order by dividing the total number of orders for the merchant. From this analysis results we saw a very interesting phenomenon, the following figure is the number of orders in the top 30 of the business analysis results, you can see the changes in prices, either one-sided to the majority of the price of orders to be higher, or the majority of the price of orders are reduced. This also confirms that there is a certain number of businesses may have deliberately set the price low, and then change the price back to the phenomenon.

3, we look at the payment success rate indicators, analysis of the merchant itself to pay the success rate and the price of the purchase order to pay success rate.

Merchant Order payment success rate for the merchant to pay the total number of successful orders divided by the total number of the merchant's order, the success rate of the Change Order is the total number of successful orders in the Merchant's Change Order, divided by the total number of the merchant's order. Or take these 30 businesses as an example, you can find that the price of the order to pay higher success rate is far below the normal success rate of the merchant pay, almost only half, and the price of lower payment success rate is higher or close to the normal rate of payment.

Analysis results

Through three angles of analysis, we can basically draw some conclusions:

1, from the data, some businesses have malicious changes in the price of the behavior, the purchase price orders accounted for a very high, there is a suspicion of a single brush, the need for specific analysis;

2, the basic choice of some businesses are to change the price high, put aside the normal changes in price factors, we believe that the price of the higher proportion or too high, there is a false price suspicion, but also need to look at the details of the data to analyze the reasons;

3, we found that the next single deal to change the price of the high rate of payment only about half of the normal, and the lower but basically pull flat, prove that users are happy to see the price of the merchant to change the low, need to analyze, to see whether the price can be limited to the business can only be reduced

Summary

From the whole process, the data analysis must have the reason and the goal, otherwise will not be able to start, this is also a lot of people feel do not know what to analyze the reason. The results of the analysis are not very certain, because the data analysis is an auxiliary tool, the results can be referred to, but not necessarily, after the analysis of thick strokes may need more detailed analysis to determine the final problem. Finally, it is said that the product manager understand SQL will be more convenient, or the basic data out, there is a strong ability to use Excel operation, you can also use Excel to analyze.

This is just a rough data analysis process and steps, the whole process is simpler, in fact, after a detailed analysis, you can write a more beautiful data analysis report, which can be common to all kinds of graphs, pie charts and the like, this article is a data analysis method introductory Introduction, If you have a better analysis of the price behavior of merchants, you can share.