Editor's Guide: In the new era led by internet plus, data, as a driving new energy, empowers commodity operation and brings new impetus to commodity operation. This paper expounds the marketing of commodity operation and data analysis in commodities, and lists relevant analysis methods to give readers the most authentic reading experience. Let's have a look. 1. What is commodity operation? Commodity operation is to manage the whole life cycle of commodities, including development period, new product period, growth period, maturity period and decline period. In this process, the general company is divided into three business units: planning, supply chain and operation. "Planning" is to formulate new products according to market demand, brand tonality and competing products, and guide customers to make scene consumption through marketing means such as packaging. The "supply chain" here is more about inventory management and logistics distribution. Of course, it is also an essential part, such as cooperating with the operation of the game and carrying accurate recommended commodity cards in the delivery package. Besides, they all belong to the category of "operation". For example, in the e-commerce platform, products are selected according to people and scenarios, product performance is tracked and monitored, product positioning is adjusted in time, and safety stocks are matched. Next, we follow the life cycle of a product to see how it was born, grew and finally quit the stage. 1. development period-product planning for a brand, before the product goes on the market, it is necessary to have an insight into consumer demand, industry trends, competing trends, recent hot spots, etc. And choose the right product after comprehensive consideration of brand tonality. For example, when a TV series was launched, it went on a hot search, and the heroine DIY bracelet received rave reviews in the comment area. At this time, as a jewelry company, it is judged that there is a good market. Immediately judge that the target audience of the TV series conforms to the brand tonality, and then plan the new products of the same TV series. 2. New product period-planting grass to create momentum Before the new product goes on the market, you can start to find people to send KOL content to plant grass in communities such as Xiaohongshu, or jointly create topics with cross-border brands to attract attention. Of course, according to the brand's own positioning and resources, there are different ways to play: for mature brands, you can use the head resources to detonate topic marketing; For new popularity, you can use traffic stars to seize the fan circle; For most zero-resource brands, you can also improve your ability to plant grass through targeted content. 3. Growth-plant grass outside the explosion station to cooperate with the new product sales channels in the station, make profits, rush the sales volume to the top, and then get more traffic distributed by the platform, plus one. At this time, the role of the explosion is to supplement the cash flow, but also bring considerable traffic to the store. Of course, it does not mean that explosive products are equal to drainage products. There are also high-priced products that can directly bring profits to stores. Pay attention to the support of supply chain inventory at this stage. 4. Maturity-operational harvest At this time, unless it is an insurmountable commodity, competing products in the market will quickly keep up with the release of new products, category competition will intensify and sales will slow down. In order to consolidate the first-Mover advantage, brands generally extend horizontally and vertically in categories, resulting in the same style or theme series. Or through scene marketing, guide customers to buy explosive products and cooperate with other products to achieve joint sales, and further tap the remaining dividends. 5. recession-clearance promotion may be due to the emergence of cheap substitutes, the disappearance of IP fever, or the adjustment of internal structure. Many reasons will bring the goods to this stage. Once the explosive products will not be fragrant, and the products will gradually be eliminated by the market. Squeezing the inventory in the warehouse becomes a kind of cost, which needs to be emptied by means of member gifts, discounts and promotions. To make room for the next explosive product. Second, data analysis is to discuss the life cycle of a single commodity with linear thinking before the operation of the commodity, but it will be more complicated in actual business. Because in the face of hundreds or even tens of thousands of goods, as well as the ever-changing market conditions and competing moves, artificial ideas can no longer meet the needs of brand development, and data analysis tools are needed to empower commodity operations. At the beginning, it is said that commodity operation consists of planning, supply chain and operation, and data analysis is also carried out in cooperation with these three business divisions. 1. One of the beginnings of planning new product development can be brought by the strategy of dealing with competitive products. Assuming that Xiaomi has released a mobile phone that can be wirelessly charged in a short distance, which has attracted great attention from the market, Huawei, OV and other brands as competitors will take measures to release new products with the same function or launch an epoch-making product dimension reduction strike in order to maintain the market. In this process, data analysis is carried out through competing product analysis. Through the analysis of changing market share, category proportion, price trend or multi-index clustering, we can gain insight into the strategic trend of competing products and provide countermeasures. On the Tmall platform, Infocomm tools can obtain the single product sales data of competing products. Through the cross analysis of price and category, it is found that brand A shampoo exerts its strength at the high end, while brand B is entrenched in the low-end entry category. If our company intends to develop shampoo categories, we can suggest intervening in the middle market. Then, combined with the analysis of market price, crowd, competing products and other dimensions, more specific suggestions are given, such as: analysis of the explosion of competing products: whether to break through product style, differentiation and customer unit price; Positioning of competitors: how to surpass competitors and make a breakthrough in marketing; Breakthrough of replacing main payment; Breakthrough in store promotion plan; Breakthrough in store copywriting design; Competitor promotion channels: through what channels can competing products be done, paid, free, off-site, live broadcast and activities. 2. Consumers' insight into explosive products is a successful case of insight into consumer psychology. For example, aiming at the young people's psychology of "keeping healthy and jumping", we launched a "sugar-free, non-carbonated beverage" dynamic forest, which quickly seized the market and became a domestic online celebrity beverage brand. The channels for consumers' insight are mainly through content communities (such as Little Red Book and Weibo), APP alliance (inferring users' portraits according to the apps installed on consumers' mobile phones) and platforms with their own data (such as Tmall's database). This paper introduces a method of using social platform to gain insight into consumers: SocialListening. This method is similar to the voice of users who do user research. Simply put, it is based on social media, using text mining to gain insight into user psychology. It is not only used in product planning stage, but also useful in subsequent marketing communication, such as analyzing the volume of competing products, understanding netizens' complaints about brands and launching solutions. Miao, a Scottish god in Zhihu, introduced in detail one of the practical schemes, which needs a psychological method and a user motivation analysis tool to realize: 1) Psychological projection analysis method, such as Jung psychological test done by Netease before, is a kind of psychological projection: the user's choice actions in different scenarios represent specific psychological hints. Each choice will produce a tag, and finally, combined with the analysis model, we can get emotional insight from these user tag information. 2) Maslow's demand theory is the most famous user demand analysis model, which divides human needs into five levels: physiological needs, security needs, social needs, belonging needs and self-realization. But there is a Bug in Maslow's demand theory: when people's food and clothing (physiological needs) are threatened in the economic depression, is high-end brands (ownership needs) neglected? Answer: No, for example, the "lipstick effect" in the United States. During the Great Depression, the sales of non-essential lipstick increased because it could comfort people in trouble. In order to solve the Bug of Maslow's demand theory, Censydiam's user motivation analysis model was born, which combines the theories of several psychological leaders: it divides human behavior motivation into eight categories: enjoyment/release, integration/communication, obedience/attribution, comfort/security, rationality/control, individuality/uniqueness, ability/status and vitality/exploration. With the methods and tools, let's see how to land. For example, go to Weibo platform to get an insight into Xiaomi users' portraits: find the most active Xiaomi official blog recently and think that the fans under the official blog are all active and loyal fans, and get their labels, such as travel, food, digital, etc., through tools or reptiles, and map them to Censydiam, and find that they mainly focus on "enjoyment/release", "vitality/exploration" and "individuality/uniqueness", according to enjoyment/release. Xiaomi puts forward the vitality/exploration of new functions such as "XBOX game console" and "dual camera", which is also a proof of the personality/uniqueness of various gameplay and early adopters in MIUI development version, indicating that users can pursue personalized experience of using machines and have their own DIY space. 3. Operating and creating explosive products is in the new product period, and traders need to have enough confidence in the products before deciding to invest resources in the product growth period. At this time, it is necessary to reduce the investment risk by measuring the amount. Data analysis of measurement: make a week's data statistics on key dimensions such as collection rate, jump rate, residence time and conversion rate. Among them, we need to go back to the historical data of explosives and find the magic number of explosion. For example, if the collection ratio reaches 20%, it is considered that this model has great explosive potential. Commodity positioning-clustering and grouping face hundreds of commodities. In the case of limited resources, it is necessary to classify commodities and allocate different resources to form more targeted marketing strategies and games. At this time, data analysis falls in the form of exponential clustering, such as Pareto analysis, quadrant analysis, Boston matrix and so on. 1) Single-index clustering-Pareto analysis of commodities is an upgraded application of the "28" rule, which finds the part of commodities that contributes the most but has a small number as core profit products, and the rest of commodities meet the needs of segmented people like the "long tail theory". Then, commodities are divided into different strategic products and different action plans are adopted to improve the efficiency of commodity management. How to calculate: sort the evaluation indicators (such as sales, profits, etc.). ); Calculate the cumulative data of each commodity; Calculate the cumulative data ratio of each commodity; Grading the cumulative proportion of each commodity, such as cumulative proportion.