The beauty of big data is that it can reveal icebergs hidden under the water surface from messy data, predict what will happen in the future according to laws, and tell people what they don't know.
For example, at what age do women in China turn their attention from swimming to square dancing on average? What are the differences in consumers' attention to healthy eating at different ages? What are the differences in online shopping habits between the Adroid terminal and the iOS terminal? These are hidden information "blended" by huge sales data and user data.
Che Pinjue, the author of "Winning Big Data", recently told the reporter of China Business News for example that the background system can judge the browsing purpose (whether it is wandering or purposeful shopping) and the degree of purchase intention by tracking the speed and interval of a person's keyboard tapping. The big data behind it found something that the e-commerce website didn't know.
Of course, today's online shopping has entered the mobile era. This year, the turnover of double 1 1 Alibaba mobile terminals accounted for 68%, and mobile online shopping has become the general trend. The data dimensions provided by mobile phones are more diverse and complex than PC, such as LBS based on geographical location. The introduction of this variable makes the scale of big data grow geometrically, which can provide greater value for big data analysis. With a mobile phone in hand, everyone is a data sensor.
In fact, the "Big Data Business Report" (hereinafter referred to as "Report") jointly released by CBN Business Data Center and Alibaba confirms the obvious characteristics of the mobile trend from different dimensions. This report is also the first time that Taobao platform relies on professional media organizations to systematically disclose overall consumption data. The eight industries involved, such as clothing, maternal and child, household appliances and food, basically cover several categories with the highest frequency of daily online shopping by consumers.
The concept of food consumption is healthy, the consumption of minority professional sports reflects the awakening of national health awareness, the intelligent wave leads the consumption upgrade of 3C digital industry, and the personalized fashion online shopping habits are deeply rooted in people's hearts ... The industry characteristics and trends behind these data are the core values of this series of reports.
At present, the vitality of China's economy is increasingly boosted by consumption, and the consumption level is undergoing a consumption-led change. In the past, the era when merchants bought whatever they produced was increasingly challenged by personalized consumer demand, and consumers forced manufacturers' C2B model to blossom and bear fruit in different industries. Under this macro trend of consumption transformation and upgrading, processed and refined big data has become the most important decision-making basis for manufacturers and businesses.
Huang Lei, head of CBNData, said at the Taobao Data Festival that when some enterprises said it was getting harder and harder to operate in the past, experts and scholars said that the economy was bottoming out, and investors said that the enterprises they invested had great development potential. They often use intuition and experience to prove where opportunities and crises lie. Now, all of these can be displayed through big data excavated in depth, which can better present the "devil details" in the business world.
Health has become the main direction of future consumption.
Through the analysis of relevant search and transaction data on Taobao platform in recent five years, the report shows a graph of consumers paying more and more attention to healthy life, which is mainly reflected in three categories: food, exercise and fitness, and healthy household items. People buy these goods online, which shows the trend of eating healthier, exercising more actively and paying more attention to health.
Sales of health-related keywords (such as organic, non-genetically modified, original ecology, low fat, sugar-free, pesticide-free, whole wheat, etc.) since 20 1 1. ) on Taobao, the transaction volume in the first three quarters of this year has been the same as that in 20 14. Geographically, Guangdong, Jiangsu, Zhejiang and Shanghai have the highest demand for such goods. A remarkable change is that in 20 1 1 year, the five regions with the largest sales volume of healthy food in China accounted for nearly 60% of the total sales volume, and by the third quarter of 20 15, the proportion had dropped to nearly 50%, and the consumption of healthy food showed a downward trend in cities, spreading from economically developed first-tier cities and coastal areas to inland areas, and all provinces.
One of the conclusions of the report is that young women will become the main consumers of healthy food in the future. The data shows that, as the fastest growing health care product in food, the sales of the fastest growing enzyme products in its sub-categories increased by nearly 13 times in the first three quarters of 20 15 years, followed by dietary fiber and grape seed extract. Women are the main consumers of health care products, among which women aged 22 to 50 contribute nearly 60% of the total sales of health food, and young female consumers (18 to 28 years old) have an increasing share in the overall health food market. This part of consumers will be the target group covered by health food businesses.
In recent years, the purchasing power of consumers' online shopping for sports and fitness products has maintained an average annual growth rate of more than 50%. The sales of large-scale fitness equipment such as treadmills rank first, followed by swimming, dancing, yoga, badminton, taekwondo and martial arts related products.
Preference for different sports shows great differences in gender and age dimensions. For example, small fresh meat is keen on small and medium-sized equipment such as football, basketball, skateboarding and dumbbells; Uncle buyers favor small balls such as table tennis and badminton, as well as aerobic training such as treadmills. However, women are clearly divided by the age of 35. Female consumers before the age of 35 like to buy swimming-related goods, especially swimwear, which is regarded as fashion. After the age of 35, the proportion of dance, treadmill and other sports is the highest, while yoga does not reflect the age watershed of 35, and the proportion is basically the same.
In terms of healthy household goods (household appliances and medical devices), the growth rate in sales volume, search volume and commodity richness has been obvious in recent years. Among them, air purifiers, masks, water purifiers and other commodities have a strong correlation with public safety incidents such as severe haze weather, water pollution and epidemic situation. Young people's attention to social media makes this group show an obvious anxiety consumption trend for household health care products. Especially, the air purifier market ushered in its golden development period from the beginning of 20 12 to the end of 20 14, when the smog was the most serious. However, the development trend of consumer groups of household health care products is showing the characteristics of youthfulness and sinking channels. Young consumers and low-level consumers will develop into one of the main consumers of such products in the future.
The wave of online shopping rejuvenation has accelerated.
Taobao data shows that young consumers under the age of 28 have accounted for more than half of Taobao's total users, but in 20 15, the sales generated by this group accounted for about 40% of the entire Taobao platform, which was less than its proportion, so the average consumption level of young consumers was lower than that of Taobao platform consumers. An obvious feature is that buyers of all commodity categories are younger to varying degrees, and the proportion of consumers under 28 has increased this year compared with 20 14.
Generally speaking, the growth of young people aged 22-28 tends to be stable, and the difference between different categories is not obvious, but the difference in the degree of youthfulness is mainly reflected in the share of the group aged 18-22. The consumers of this group are growing very rapidly, and the share of some younger industries, such as men's wear and mobile phones, far exceeds that of staple food, furniture and other younger industries.
Younger is not only reflected in the growth and activity of young consumer groups, but also in the younger consumption concepts of other consumer groups. Various commodities, such as hair dyeing products and sporting goods, which are traditionally considered to be consumed by young people, are gradually becoming popular among the elderly.
Specific to the breakdown of food, clothing, housing and transportation, the clothing trend is mainly reflected in the rapid growth of 18 to 22-year-old groups, while the share of young people aged 22 to 28 has remained stable since 20 12 and 20 13; The proportion of people aged 28 to 35 has dropped significantly.
In terms of food, the trend of youthfulness is not as obvious as that of dressing. /kloc-the growth rate and share of 0/8 to 22-year-old population are relatively slow, and the growth rate of 22-28-year-old population is still slow, and the trend of snack food rejuvenation is more obvious.
In terms of gameplay, the trend of youthfulness is more reflected in the enthusiasm of young people for electronic products and sports. Young people have become the mainstream consumer groups in these two markets, and they are still in the growth trend; In the field of sports and outdoor products, young users are still growing rapidly, but consumers over the age of 28 are still the main force in the market.
In terms of beauty and parenting, influenced by different age stages of life, the trend of younger parenting products is reflected in the rapid growth of young people aged 22 to 28, becoming one of the mainstream consumer groups in the market, and consumers under 22 have few bright spots; In terms of beauty, 18-22 age group has become the main growth point, and users aged 22-28 tend to be stable.
In terms of shopping time preference, 18-22-year-old users are mainly migrant workers and students, and like to go shopping before and after lunch with plenty of time; Consumers aged 22-28 prefer to shop in the afternoon, and the shopping time is more concentrated, which may be relatively less busy during the day. On the difference between men and women, the shopping behavior of 22-28-year-old men shifts to evening and night, especially 2 1 and 19 after work. The shopping behavior of women in this age group is concentrated in the afternoon.
The trend of rejuvenation has penetrated into all kinds of commodities, and the unique needs of young consumers will profoundly affect the pattern of the entire e-commerce market. In view of the different rejuvenation rates of different commodity categories, for example, in the market where young consumers such as clothing, sports and technology products become the mainstream, businesses need to adopt marketing strategies that are more popular with young consumers in order to keep up with the market pace; In the growing market of young consumers such as home improvement and food, businesses can develop products for this group and tap new growth points.