2013 China Clothing Conference: Application Of Big Data In Garment Industry

China clothing Interpretation of the conference:

Big data, or huge data, is that the amount of data involved is so large that it can not be retrieved, managed and processed within a reasonable time through the current mainstream software tools.

"The greatest temptation and destructive power of future electricity providers is the application era of big data." Zhou Shaoxiong, the steering gear of seven wolves, believes that compared with the United States, the domestic enterprises have a very important characteristic, which is the difference between the population base. The amount of data generated by Chinese consumer groups is not comparable with that of foreign countries. Many enterprises are so concerned about the electricity supplier is to take a fancy to the data application. To put it plainly, online sales are nothing more than traffic competition and conversion rate competition, which are inseparable from data analysis.

Statistics released by University of Oxford and IBM at the beginning of this year show that 28% of global enterprises have begun to practice big data. In China, 1/4 of enterprises are actively investing in big data business, and China has become a representative big data practice market. With the advent of the cloud age, big data has attracted more and more attention.

　　 Big data Or huge amounts of data, which means that the amount of data involved is too large to be retrieved, managed and processed within a reasonable time through the current mainstream software tools. Big data is described as the next generation of important natural resources that are comparable to steam, electricity and oil. Some people regard big data as the foundation of the future competitive advantage of enterprises, and it will change the way of decision making, value creation and value realization.

In the eyes of operators, the docking of electronic business and data analysis is very necessary. Only by analyzing behind can we know the direction of future development. In the past, market grabbing relies on market sensitivity, and in the future, it relies more on data controllable analysis.

At the beginning of May, Dangdang brand sale on the first day of the "tail product collection", Dangdang's clothing category traffic increased by a hundredfold. The big tail goods were looted, and many styles sold out on the first day. A few days ago, Dangdang network leader Li Guoqing in the media interview, also for the first time disclosed Dangdang successfully launched the clothing and "tail collection" password. Li Guoqing said: "we all talk about e-commerce, that is, business, logistics, warehouses, all these things. I said it was not to take pictures of the store, take pictures, make some pictures, and put them here. E-commerce should be the application of big data, data analysis, search and personalized recommendation. Li Guoqing said that by making use of the amount of data left by customers and other massive data, the annual contribution to sales increased by 20%.

There is no doubt that Nike, the world sports giant, who is the main tech innovation, has also seen this trend. "If we only regard the newly launched Nike+ as a sport. shoes The upgrading of product performance greatly underestimates the value of Nike+. " Huang Xiangyan, director of public relations in Nike Greater China, said: "the core value of Nike+ lies in the huge online community constructed. Its biggest function is social networking. For example, when your running status is updated to Nike+ accounts, friends can comment and click on a clapping button, so you can listen to the clapping of your friends in the music while you are running, and have a special voice to help you in the final sprint. As runners keep uploading their running routes, Nike also has a database of the best running routes in major cities. At present, there are many segments of social application, such as social networking + recruitment, social networking, e-commerce, social networking and interest, while sharing sports data means sharing privacy. Nike+ has opened another niche market for social applications.

From the marketing point of view, it belongs to the category of big data marketing. Nike does not want consumers to throw away a pair of shoes. Its purpose is to establish a more solid relationship with consumers, not only to make the target group use their products, but also to get feedback and increase the added value.

However, we should also see that with the extensive promotion of big data, reducing the cost of big data analysis, simplifying the deployment difficulty and improving the speed of analysis become the primary concern of more and more enterprises. The innovative big data technology and solutions can realize data mining and analysis quickly, help enterprises drive the value of big data, deepen customer relationship, avoid risks and fraud, and enhance business performance.

A lot of business executives said that the most frequently said phrase is: get the boss, do everything! Boss does not pay attention to, the electricity supplier did not make a head! Three years of a cycle, from three years ago to wait until now, Anta Anta's change represents the majority of springs business owner's ideological change.

"Three years ago, there were opportunities for electric business to be seen. But at that time, we were more than thousands of shops covering the county level. The contradiction between them makes me have to be cautious and dare not touch the net easily. Ding Shizhong said that in the next 10 years, as long as online business occupies 30% of the retail industry, it will be quite scary. If we do not occupy the electronic business platform, we will lose the market in vain. Since last year, he has frequently visited various electronic business platforms to feel the impact of the electricity supplier. This year, Anta will have a basically clear plan for the development of electronic business. The line is still fundamental. The interests of the physical store must be maintained, and the differentiated operation of the commodity will become more and more obvious.

Ding Shuibo had contacted the electricity supplier 15 years ago when he was engaged in foreign trade business, but he didn't pay enough attention at that time. Three years ago, when he saw the rapid development of the electricity supplier, he followed the crowd in the net with suspicion. Three years later, with the "handle" of the market, the business opportunity of electricity supplier thinks he has grasped it. "Next is how to use the mindset of reform and advance to grasp the overall product strategy and platform strategy. There is a difference in line between a chess set and a personalized product on the line, and there must be a difference between the products that are put on the market under the same line. There are also differences in the goods on different platforms. Ding Shuibo said.

Zhou Shaoxiong has long established the direction of the development of electricity supplier three years ago. He believes that with the advent of the Internet Interconnection, Tmall, Dangdang, Jingdong and other large platforms are rising, and business and lifestyle are being reorganized. The traditional form of business is bound to deepen the integration with the electricity supplier. Last year, Tmall Taobao's "double eleven" came to Hangzhou to feel the shock of online sales. Traditional enterprises can not evade this kind of reform. They can only learn, adapt and apply.

"Like the original market, today's electricity supplier is entering the" wholesale "stage. Zhou Shaoxiong said that more than 10 years ago, when their enterprises were just starting up, they also faced great challenges. At that time, they entered the wholesale market stage at first. Prices were very cheap and homogenization was very serious. After bidding for each other, they sought to operate the market in the form of distributors, but later there was a phenomenon of goods distribution, so the enterprises differentiated them by barcode technology and opened up exclusive stores. Today, the electricity market is also the same. Price wars and homogenization exist. Traps and pies coexist. They are full of Internet garbage such as selling fake goods and Internet fraud. There are defects in the management of intellectual property rights and technical management, and the so-called ecological balance is far from being achieved. It can be said that for most enterprises, the road of electronic commerce is still very difficult. This painful period must be experienced. In the future development, businessmen, platform providers and e-business practitioners will surely move towards a healthy direction of self-discipline. For enterprises, at this time can not blindly follow, we should understand what they want on the electronic business platform.

He suggested that we should improve the price system of products, not to develop proprietary online brands for differentiation, which will weaken the influence of the original brand, but the strategy of special funds and sub brands is OK, which can reduce the situation of the fight between the right hand and the left hand.

What is the biggest advantage of the electricity supplier market? Is it for the bigger market or the lower cost?

"The greatest temptation and destructive power of the future electricity supplier is the era of big data." Zhou Shaoxiong believes that many enterprises are so concerned about the electricity supplier is a fancy to the use of data. At present, the application of enterprises in this area is still in the exploratory stage. The data analysis on the platform should be familiar with each consumer's consumer preferences, consumption habits and behaviors, etc., which need data analyst's help. To put it plainly, online sales are nothing more than the competition of traffic. The competition of conversion rate is inseparable from the analysis of data. Whoever first grasps the technology of data marketing and utilization, who can take the lead in capturing the market first. The application value of Taobao's cloud computing will receive more and more attention in the future.

"The docking of electronic business and data analysis is very necessary. Only through the analysis behind it can we clearly understand the future direction of development. In the past, market grabbing relies on market sensitivity, and in the future, it relies more on data controllable analysis. "Market hand" will be transformed into "data handle". Ding Shuibo said.

Many people stand up in the field of electric business, but more people become cannon fodder. In the face of the current competitive situation, how can the local e-commerce platform find the reason to live? Wang Dong Zhu's lips are: "we will not be the biggest and the best, but we will live the longest." He believes that China is strong. Clothing industry Chain base has become the battleground of the electricity supplier, and what they have to do is to combine this advantage platform, do well the nanny of the local enterprises, and take advantage of the advantage resources on the cable line, so long as they are grounded, they will not only become cannon fodder, but also live very moist.