For e-commerce operations, what product data analysis skills do you need to know?

Data collection sample:

• Time dimension: August 4, 2018 - September 4, 2018
• Data sample: The top 620 children's shoes sold on Tmall (accounting for 10.3% of the total number of children's shoes on Tmall, a total of 6,000 items)
• Data fields: price, product name, product link, store name, store link, monthly transactions (number of transactions), number of reviews, image URL address

Example of collection results:

Capture Tmall Top 620 children's shoes sales data

Capture Tmall Top 620 children's shoes pictures

Here are the results:

1. Price impact

80% of parents choose children's shoes priced below 100 yuan.

Judging from the data, the prices of the top 620 children's shoes in sales are concentrated in the price range of 25-100 yuan , indicating that this price range is the most popular among parents. This provides a reference for merchants in new product research and development, new product pricing and cost considerations.

Judging from the data, the prices of the top 620 children's shoes in sales are concentrated in the price range of 25-100 yuan , indicating that this price range is the most popular among parents. This provides a reference for merchants in new product research and development, new product pricing and cost considerations.

According to the data, products priced below 100 yuan accounted for 81% of sales in the past 30 days, and products priced below 50 yuan accounted for 56% of sales in the past 30 days. This shows that 80% of parents prefer to buy children's shoes priced below 100 yuan.

After investigation and analysis, the main reasons are as follows :

1. Children aged 0-7 have fast foot growth and need to change shoes frequently. A pair of shoes may need to be replaced after 1-2 months or 3-6 months.
2. Most parents of children aged 0-7 were born in the 1980s and 1990s, and their income is at a medium level;
3. Children also have other expenses such as clothes, milk powder, early education, etc. Compared with other products, parents tend to save money on shoes.

Operational suggestions: When developing new products, pricing, promotional channels , and user portraits for children’s shoes, it is necessary to consider the user’s age, income, city distribution , consumer psychology, and spending power .

2. Seasonal influence

Autumn and spring shoes sell better.

According to the data, autumn shoes accounted for 38.7% of sales in the past 30 days, and spring and autumn shoes accounted for 27.4% of sales in the past 30 days. Autumn and spring are the main styles for the past 30 days. As the seasons change, there is a big temperature difference between morning and evening in autumn. Children are in a period of rapid development, have low immunity and weak self-care ability. Therefore, parents will buy shoes that suit the seasonal temperature according to seasonal changes. After all, when the baby is sick, it is the adults who suffer and feel tired.

Operational suggestions:

1. Put spring and autumn shoes on the shelves in advance to prepare for the increase in demand for children's shoes in autumn;
2. Modify the name of the product and add the words "autumn" and "spring" to increase the probability of being retrieved by users.

3. Stores become exchange water

Pricing and marketing strategies are important.

Capture the top 620 monthly sales data of children's shoes from Tmall

The above is the data of Tmall’s top 620 monthly sales of children’s shoes. You can compare the data of your own store, measure the gap between you and them, and carefully analyze where the gap between you lies? Where can we improve?

We found that the Mixiu Clothing Store, which ranked in the top 2 in monthly sales, did not make it into the top 10 in monthly turnover, which means that although its transaction volume was large , its unit price was relatively low . The Anta children's clothing flagship store and the Bumblebee flagship store , which had not originally been in the top 10 in terms of sales, suddenly became the top 1 and top 4 in terms of monthly sales.

According to the data, the average customer unit price of Anta and Bumblebee reached more than 100 yuan. When we entered their stores, we found that two of them mainly targeted school-age children aged 4-10 , with an average price of more than 100 yuan , which increased their monthly turnover.

Operational suggestions:

1. The price of walking shoes for children aged 0-6 is generally below 100 yuan, while the price of shoes for school-age children aged 6-10 is slightly higher, tending to be above 100 yuan;
2. It is not the case that the cheaper the price, the better the sales. Users will consider comprehensive factors such as brand , quality, and reviews to choose the best one.
3. When pricing new products and setting promotional discounts, we must consider user psychology and the pricing and marketing strategies of competing products, as well as the product's profits and costs. Pricing and marketing strategies are very important.

4. Impact of hot events

In September, the start of the school year, white shoes become the best-selling children's shoes.

The proportion of monthly sales and monthly turnover of white shoes in the past 30 days

I used Octopus to collect data on children's shoes on August 25 and September 4, and found that in just these 10 days , white shoes have soared to the top 1 in sales, contributing 34.89% to the monthly transaction volume in the past 30 days and 28.81% to the monthly turnover. If you want to know how long this wave of hot sales of white shoes will last, you can collect data again on September 14 for comparison.

Capture user reviews of Tmall’s top-selling white shoes

Word frequency analysis

Users are most concerned about:

Quality, style, comfort, matching shoes and clothes, odor, size, price, ease of putting on and taking off, delivery speed (rushing to wear them before school, recommended by colleagues; giving as gifts, promotional activities).

Time distribution of user reviews of the top 1 children's shoes

Judging from the data, parents' comments are concentrated between August 22 and September 2 , indicating that parents begin preparing equipment for school one week before school starts.

Operational suggestions:

1. Issue a timetable for e-commerce children's shoes operation activities , and include the marketing hotspots for children's shoes products throughout the year; New Year's Day, Chinese New Year in January, school starts in March, Children 's Day on June 1, e-commerce on June 18, summer vacation in June, July, and August, school starts in September, Mid-Autumn Festival in September, National Day in October, Double 11, Double 12, and Christmas in December.
2. Make preparations 1-2 months in advance of the marketing hotspot, such as selecting popular products, marketing discounts, marketing event topics, copywriting , design, accumulation of user reviews, supporting products, logistics preparation, etc.

E-commerce data analysis framework:

Source: Octopus Data Collector