How to cope with the difficulty of growth? “Trend radar” helps you set the “lead amount” in advance

The following is the How to cope with the difficulty of growth? “Trend radar” helps you set the “lead amount” in advance recommended by recordtrend.com. And this article belongs to the classification: Industry information.

1. How to face the difficulty of growth in 618?

Even before the 618 cycle, many industry observers have crowned the upcoming promotion as “the most difficult in history”.

The repeated attacks of the epidemic have dampened people’s enthusiasm for consumption – according to the data released by the National Bureau of statistics, the total consumption of social retail goods in April this year fell by 11% year-on-year. Under the background that production, logistics and consumption are all impacted by the epidemic, how can we resolve the difficulties of “liquidity” and “growth” in the upcoming 618? This has become a pain point for enterprises.

In essence, enterprises need to answer two questions to achieve growth: what can I provide and what consumers need? Especially under the premise that production resources and consumption capacity are limited due to the impact of the epidemic, accurate communication between production and marketing and avoiding the mismatch between supply and demand have become the primary conditions for reducing costs and increasing efficiency. Unfortunately, most of the time, enterprises can answer the first question well, but they know little about the second question.

It’s no wonder that the enterprises. After all, the current changes in consumer demand show the characteristics of “Brownian motion” – in 1827, the botanist Brown found through a microscope that the pollen suspended on the water continued to move at a high speed and irregularly. Relying on the high-density dissemination of information and the fermentation of the social chain, consumers’ demands have changed rapidly. The day before, they may still be infatuated with frisbee, and the next day they began to buy camping tents on the Internet. It is difficult for the brand to catch up with the demand change of “Brown Movement” by relying on its own experience. At this time, a new solution is needed.

The Institute of computing e-commerce recently launched a series of research topics on “trend radar”, which provides a new perspective for early insight into the changes in consumer demand: a large number of users produce and consume content in a huge amount of domains every day. Is it possible to extract clues of potential changes in consumption trends from the vast ocean of content in advance? Some clues can be seen in the newly released report “trend planting season: a guide to planting grass in June”.

For example, it analyzes the TGI performance in different months with category as granularity. TGI is an index used to reflect the strength and weakness of related categories. After calculation, the report subdivides potential categories into “seasonal products” and “long-term hot products”: the former is a category that only exploded in June, and the latter is a track that will be popular in the next three months.

For example, running jackets, travel bags, fresh cards, capsule coffee, kitchen water purifiers, children’s safety seats, etc. are among the “seasonal products in June”. Enterprises of relevant racetracks should make arrangements in advance to ensure that they can seize the fleeting opportunities. For example, the TGI index of children’s seats reached 212 in June, but the TGI index of the previous month and the following month was below 100, which sent a signal that the market may erupt and subside instantaneously. In other words, it is very important to make a good “lead” before the trend occurs, otherwise the enterprise may get nothing.

T-shirts, folding fans, sandals and slippers, plum blossom powder, blackhead instrument, cooling spray, etc. are “long-term hot goods from June to August”. Enterprises in these racetracks can carry out long-term layout. For example, in the next three months, the TGI index of plum blossom powder will continue to be at a high level around 200, showing considerable market growth space. It is worth noting that even for “long-term hot products”, the trend of TGI index in different categories is different. Enterprises can accurately adjust their operation strategies along the track – for example, T-Shirts, mosquito repellent products, etc. show a downward trend month by month, which reminds enterprises to follow the operation logic of “first fierce, then contraction”; While functional drinks, shower gel, automobile cooling system and other categories are relatively stable. Businesses can make steady efforts step by step.

It is reported that every month in the future, the Juliang Suan & Suan E-Commerce Research Institute will update the trend planting guide in time. This “lead” is becoming more and more important for businesses.

2. Explore opportunities in supply and demand

The interest e-commerce represented by Tiktok e-commerce is to stimulate the potential demand by the content, and finally complete the actual transformation. Therefore, in order to achieve growth in this ecosystem, businesses and talents need to pay attention to two aspects of supply and demand: content supply and demand and commodity supply and demand. The former aims at the potential consumer market, while the latter anchors the actual consumer market.

In the latest “June trend Planting Guide”, businesses and experts can quickly explore market growth opportunities. Taking the analysis of the relationship between content supply and demand as an example, by comparing the proportion of views and videos, we can see that the content of body care suits, make-up water / toner, nightdress and other categories is in a state of oversupply, and Daren and businesses are facing more severe challenges in producing content at these racetracks. Take the body care package as an example. This field has produced a lot of content, but users are not interested in watching it. This situation is bound to require businesses to adjust their strategies.

Correspondingly, the supply of household appliances and furniture, washing and drying suits, gas water heaters, men’s swimming trunks, fresh food and beverages, watermelon, Hami melon and other categories is in short supply to varying degrees. Relevant businesses can grasp the gap between supply and demand, quickly layout content, cater to user interests, and finally tap more trading opportunities.

In general, the content supply-demand relationship analysis can guide the content creation direction of merchants and talents, while the commodity supply-demand relationship analysis highlights more direct market demand opportunities. With the help of the supply-demand relationship analysis at the two levels of content and goods, businesses and talent can allocate their limited production resources in the areas that are most likely to bring growth, so as to achieve the optimal adaptation among consumer demand, talent content and goods.

In addition to the relationship between supply and demand, the “grass planting guide in June” also provides a lot of effective insight information to make enterprise growth more scientific: the “selling point of goods” extracts the specific needs of consumers for categories through a large number of arithmetic – arithmetic index products. For example, for gas water heaters, you will find that “zero cold water” is their most concerned keyword, and businesses can choose to highlight this selling point of goods in creative production and publicity; In addition, in combination with the characteristics of different industries and the performance of “talents with goods”, the “June Planting Guide” also recommended suitable potential talents for businesses, so that brands can quickly launch and implement after capturing market opportunities.

In the massive engine, there are large-scale consumers and creators. At the same time, with the rapid development of Tiktok e-commerce, the scale of commodities is also growing rapidly. In order to tap growth opportunities in the strong consumer demand, enterprises must have the ability to quickly match demand, content and goods in the moisture increasing environment. In this sense, the “trend radar” series of research projects carried out by the Institute of Computing & Computing e-commerce are doing this, that is, finding adaptation opportunities in a large number of miscellaneous data to guide businesses to complete the efficient docking between different elements.

3. Integration of grass planting and transformation

It is worth noting that Juliang E-Commerce Research Institute also launched a new model called “kindling” in June this year. Its main function is to help businesses and experts detect industry hotspots. Just like its name, it can keenly capture potential topics in advance, and this “advance” has left plenty of preparation time for businessmen and experts to take advantage of the momentum.

The index on which the “kindling” model depends is determined by three variables: content coverage, content explosive power and talent attraction. Through the integrated calculation of three parts of data, businesses and content creators can quickly find out which topics are or will be detonated in Tiktok.

For example, in April and may this year, \this nail can capture the taste of summer and \100 dresses in summer and other topics have attracted wide attention. Beauty and women’s wear merchants who took advantage of the situation in time have achieved ideal returns. In addition, topics related to the festival, such as \520 children’s Day gesture dance and \520 gift selection, also have good data performance. Businesses in related industries can take the consumption power released by the festival into their pockets according to the logic of planting grass first and then promoting transformation.

Through the calculation of the “kindling” model, \y how to wear the feeling of street bombing in summer has the opportunity to become a hot topic in June. Obviously, this topic has created content creation opportunities for businesses in the clothing industry. By taking photos of products related to dresses, T-Shirts, sunglasses, beach shoes, summer functional clothes and releasing them under the topic, enterprises are easy to get the attention of target consumer groups.

In the increasingly complex consumption decision-making chain, the value of planting grass is becoming increasingly prominent. It has become an essential outpost for most commodities before they are transformed, and integrating the content of planting grass into the hot topics concerned by consumers is an efficient way to get twice the result with half the effort. It is reported that the “kindling” model will also become the normalization capability provided by the massive E-Commerce Research Institute in the future to help businesses plan more effective grass planting strategies.

In the transformation link after planting grass, Juliang Suan & Suan E-Commerce Research Institute also provided a docking scheme with the e-commerce marketing platform. With the help of trend content analysis to capture market movements in advance, enterprises can directly implement strategies to a huge number of rivers to complete the transformation.

In the live broadcast and short video scenarios, huge amount of QianChuan has provided a large number of orientation means for brand selection. In addition to the basic orientation based on demographic indicators, it also includes behavior interest orientation and talent orientation. For example, the “grass planting guide in June” has recommended potential talents for different categories to cooperate with each other. In addition to directly cooperating with the corresponding talent, the brand can also directly release the content to the talent fans with the help of the talent orientation mode.

In addition, the brand can also directly choose “ROI” as the target bid in a huge number of thousands of rivers. There are a lot of market demands waiting for the transformation of transactions in the trend categories whose popularity is increasing significantly. Therefore, category businesses in the category of “seasonal products” and “long-term hot products” can set more specific ROI goals to seize market opportunities and achieve deterministic growth.

4. Solve the growth dilemma with technology

The latest “trend radar” launched by the Institute of computing e-commerce will become a continuously advancing research topic. From the latest issue of the “grass planting guide in June”, we can see a large number of dry goods that can directly serve the operation practice of enterprises. What is reflected behind is the comprehensive strength of the Institute in data, algorithms, strategies and customer demand insight.

At present, this kind of strength is just what businesses need.

Last April, Tiktok e-commerce put forward the concept of interest e-commerce; According to the official data released at the end of May this year, its Gmv in the past year has reached 3.2 times that in the same period before. With the rapid development of e-commerce, the whole ecosystem is bound to face great changes from vigorous growth to intensive cultivation. This change puts forward higher requirements for businesses – they need to find business opportunities from data more intelligently, so as to improve the overall operation efficiency and avoid the waste of limited resources. Therefore, the accurate capture of consumer trends and hot spot changes has become an indispensable basic ability.

When talking about the success of his career, ice hockey legend Wayne Gretzky once mentioned the secret: “I skate to where the ice hockey will arrive, not where it used to be.” The truth is equally incisive for businesses, who expect to predict the direction of changes in consumer demand in advance and ensure that there is sufficient response time to seize the opportunity. The emergence of the “trend radar” project IP and the arithmetic E-Commerce Research Institute coincided with the time, and what they were doing was to help businesses realize their long cherished wish of “ahead of time”.

Read more: tomorrow! “Trend radar” series research of the Institute of computing e-commerce, Helping businesses’ new growth IDC: in the second quarter of 2021, the global shipment of smart phones was 313million, up 13.2%. The people’s Bank of China: in the first quarter of 2019, the questionnaire survey report of urban depositors created the Internet of things, Alibaba communication launched IOT connectivity solutions, and Sano released the 2017 report. The smart wearable device experience was upgraded. Iprdaily: the 2020 top 100 Chinese enterprises’ invention licensing patents list 2019 Vietnam games and Internet products went to sea Report Forbes 2018 global “top 100 digital economy”: 22 Chinese enterprises on the list big data takes you to play with Facebook and Youtube online marketing “focus on customer experience, data driven reshaping the insurance industry” was launched! Di marketing: the survey shows that 59% of Thai consumers choose to pay online when shopping online. How can we make a breakthrough in advertising revenue? The new function of socialpeta may play a big role not only in Tiktok, station B and xiaohongshu, but also in the new force of brand marketing in 2020. In the marketing era of “chaos and uncertainty”, the left hand relies on technology and the right hand strives for service! 2017, a busy year for the container circle

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