《跨境商务数据分析与应用》课件-竞争数据分析-双语

竞争数据分析CompetitiveDataAnalysis主讲教师：XXX日期：2024.01.01目

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CONTENT010302竞争品牌数据分析Competitivebranddataanalysis竞争店铺数据分析Competitivestoredataanalysis竞争产品数据分析CompetitiveProductDataAnalysis01竞争品牌数据分析Competitivebranddataanalysis竞争数据分析CompetitiveDataAnalysis因此，如果只对某个卖家进行分析，并不能全面了解其他同行业卖家的状况，只有同时对行业状况进行分析，才能保证店铺有更长远的发展。Therefore,analyzingonlyasinglesellerdoesnotprovideacomprehensiveunderstandingofotherindustrysellers.Onlybysimultaneouslyanalyzingindustryconditionscanastoreensurelong-termdevelopment.

在跨境电商平台上，销售同一类商品或相似商品的卖家可能有很多，市场竞争很激烈。卖家要想使自己的店铺在竞争中生存和发展，就有必要对竞争对手进行分析，了解竞争对手的信息，获取竞争对手的营销策略等，做出合适的应对措施。Oncross-bordere-commerceplatforms,theremaybemanysellersofferingthesameorsimilarproducts,andmarketcompetitionisintense.Forsellerstosurviveandthriveamidcompetition,itisnecessarytoanalyzecompetitors,understandcompetitorinformation,obtaincompetitormarketingstrategies,anddevelopappropriatecountermeasures.竞争数据分析CompetitiveDataAnalysis

如果只对某个卖家进行分析，并不能全面了解其他同行业卖家的状况，只有同时对行业状况进行分析，才能保证店铺有更长远的发展。Ifonlyasinglesellerisanalyzed,itisimpossibletofullyunderstandthesituationofotherindustrysellers.Onlybysimultaneouslyanalyzingindustryconditionscanastoreensurelong-termdevelopment.竞争品牌数据分析CompetitiveBrandDataAnalysisACB竞争店铺数据分析CompetitiveStoreDataAnalysis竞争产品数据分析CompetitiveProductDataAnalysis竞争数据分析CompetitiveDataAnalysis竞争品牌数据分析CompetitiveBrandDataAnalysis

竞争品牌，即能满足消费者的某种愿望，但在质量、特色、服务、外观等方面展开竞争的品牌。在竞争品牌数据分析中，把同一行业中跨境品牌企业相似、价格区间相近、目标客户类似的企业成为竞争品牌者。竞争品牌者之间的产品的相互替换性较高，因而竞争非常激烈，识别竞争品牌就成为首要且重要的一步。Competitivebrandsarebrandsthatcansatisfycertainconsumerdesiresbutcompeteonquality,features,service,appearance,andotherdimensions.Incompetitivebranddataanalysis,cross-borderbrandenterprisesinthesameindustrywithsimilarpositioning,priceranges,andtargetcustomersareidentifiedascompetitivebrands.Productsbetweencompetitivebrandshavehighsubstitutability,makingcompetitionextremelyintense,soidentifyingcompetitivebrandsisthefirstandcrucialstep.竞争品牌数据分析CompetitiveBrandDataAnalysis

竞争品牌识别分析是指跨境电商企业通过生意参谋等工具，根据企业品牌定位，按照时间周期、品牌人群价格对竞争品牌进行识别分析。Competitivebrandidentificationanalysisreferstocross-bordere-commerceenterprisesusingtoolssuchasBusinessAdvisortoidentifyandanalyzecompetitivebrandsbasedontheirownbrandpositioning,timecycles,andbrandaudiencepricing.竞争品牌数据分析CompetitiveBrandDataAnalysis

以生意参谋为例，竞争品牌识别分析主要包括4个维度，系统会为跨境电商企业推荐潜力品牌，这样，跨境电商企业便可以找到自身品牌的参考对象。TakingBusinessAdvisorasanexample,competitivebrandidentificationanalysisincludesfourmaindimensions.Thesystemrecommendspotentialbrandstocross-bordere-commerceenterprises,allowingthemtofindreferenceobjectsfortheirownbrand.A高增长低销量B高增长高销量C低增长低销量D低增长高销量主要是找到行业中增长速度较快的品牌系统会将品牌潜力相对来说更强的品牌推荐给跨境电商企业做数据参考可以有选择性地查找与自身品牌类似的品牌进行数据分析可以进行品牌分析，了解该品牌的详细数据情况Thecoreobjectiveistopinpointthefastest-growingbrandswithintheindustry.Thesystemrecommendsbrandswithrelativelyhighgrowthpotentialtocross-bordere-commerceenterprisesfordatareference.Companiescanselectivelyfindbrandssimilartotheirownfordataanalysis.Brandanalysiscanbeconductedtoaccessdetaileddataoftargetbrands.HighgrowthwithlowsalesvolumeHighgrowthandhighsalesvolumeLowgrowthandlowsalesvolumeLowgrowthandhighsalesvolume02竞争店铺数据分析Competitivestoredataanalysis跨境电子商务专业Cross-BorderE-CommerceMajor竞争店铺数据分析CompetitiveStoreDataAnalysis

跨境电商企业能否在市场上取得成功，除了取决于自身商品的品类、质量、价格外，还取决于竞店的各种要素，如果竞店的品类更丰富，商品质量更好，则会直接影响可自身的市场占有率及转化率。Whethercross-bordere-commerceenterprisessucceedinthemarketdependsnotonlyontheirownproductcategories,quality,andpricingbutalsoonvariousfactorsofcompetingstores.Ifcompetingstoreshaverichercategoriesandbetterproductquality,itdirectlyimpactsone'sownmarketshareandconversionrate.

监控和分析竞店，一方面可以了解竞店的优势，使本企业做好充分的应对准备，错位竞争，找到自身店铺可以提升的地方；另一方面可以了解竞店应对市场的方式，如促销方案的制定、上新的时间点、销售趋势等，查看竞店的做法，并结合自身的供应链、经营能力、资金实力进行自身店铺的各项规划。Monitoringandanalyzingcompetingstoreshelpsunderstandtheiradvantagesononehand,enablingthebusinesstoprepareadequateresponses,pursuedifferentiatedcompetition,andidentifyareasforimprovement.Ontheotherhand,itrevealshowcompetitorsrespondtothemarket—suchaspromotionalplanning,newproductlaunchtiming,andsalestrends—allowingthebusinesstoobservecompetitorpracticesandcombinethemwithitsownsupplychain,operationalcapabilities,andfinancialstrengthforcomprehensiveplanning.竞争店铺数据分析CompetitiveStoreDataAnalysis

在对竞店进行分析时，需要持续追踪各项关键数据，可以通过人工采集各项数据，识别竞店并进行竞店监控与分析。明确了竞争店铺，并采集其数据后，可以从竞店属性、商品类目、销售情况、推广活动、商品上下架时间等方面进行分析。Whenanalyzingcompetingstores,keydatamustbecontinuouslytracked.Datacanbecollectedmanuallytoidentifycompetingstoresandconductstoremonitoringandanalysis.Oncecompetingstoresareidentifiedanddatacollected,analysiscanproceedacrossdimensionssuchasstoreattributes,productcategories,salesperformance,promotionalactivities,andproductlisting/delistingtiming.竞争店铺数据分析CompetitiveStoreDataAnalysis竞店属性数据分析CompetingStoreAttributeDataAnalysis竞店属性数据可以进入竞店人工采集，通过竞店属性数据，可以了解竟店是不是原创品牌、店铺人群定位、商品适用季节、适用场景、基础风格等相关信息。可寻找竞店与自身店铺在风格、材质等方面的差异，以完善自身店铺。Competingstoreattributedatacanbecollectedmanuallybyvisitingcompetitorstores.Throughattributedata,onecanlearnwhetherthecompetingstoreisanoriginalbrand,itstargetaudiencepositioning,applicableseasons,usagescenarios,basicstyle,andotherrelevantinformation.Differencesinstyle,materials,andotheraspectsbetweencompetingstoresandone'sowncanbeidentifiedtoimproveone'sownstore.竞争店铺数据分析CompetitiveStoreDataAnalysis商品类目分析ProductCategoryAnalysis网店的类目结构不仅影响销售业绩，而且影响网店抵御风险的能力。在分析竞店商品类目时，需要了解自身店铺和竞争店铺在类目布局和类目销售额方面的差距，从而进行品类布局的优化和提升。Astore'scategorystructureaffectsnotonlysalesperformancebutalsoitsabilitytowithstandrisk.Whenanalyzingcompetingstoreproductcategories,itisnecessarytounderstandthegapsbetweenone'sownstoreandcompetingstoresincategorylayoutandcategorysalesrevenue,enablingoptimizationandimprovementofcategorystrategy.竞争店铺数据分析CompetitiveStoreDataAnalysis竞店销售分析CompetingStoreSalesAnalysis通过统计竞争店铺在统计周期内的销售数据，随后分析统计周期内的销量趋势，并进一步找出店铺之间的差距，如果在同一周期内，竞店销量在某些事件段呈现出明显的增长趋势，需要进一步分析竞店是否开展了促销推广活动，自身可否跟进竞店的玩法，从而提升店铺的销量。Bycompilingcompetingstoresalesdatawithinastatisticalperiod,analyzingsalestrends,andfurtheridentifyinggapsbetweenstores—ifcompetingstoresalesshowsignificantgrowthduringcertainperiodswithinthesamecycle,furtheranalysisisneededtodeterminewhethercompetitorsranpromotionalcampaignsandwhetherone'sownstorecanadoptsimilartacticstoboostsales.竞争店铺数据分析CompetitiveStoreDataAnalysis竞店推广活动分析CompetingStorePromotionAnalysis分析竞店开展了哪些促销推广活动，可以通过第三方工具清晰了解竞店开展的推广活动，参加各类活动的商品数。持续追踪、分析促销推广活动的频度、深度和效果，结合自身网店的实际情况，制定适当的促销推广策略。Analyzewhatpromotionalactivitiescompetingstoresarerunning.Third-partytoolscanprovideclearvisibilityintocompetitorpromotionalactivitiesandthenumberofproductsparticipatinginvariouscampaigns.Continuouslytrackandanalyzethefrequency,depth,andeffectivenessofpromotionalactivities,anddevelopappropriatepromotionalstrategiesbasedonone'sownstore'sactualsituation.竞争店铺数据分析CompetitiveStoreDataAnalysis商品上下架时间分析ProductListing/DelistingTimingAnalysis通过采集竞店商品上下架时间布局数据，如果自身网店处于劣势，上下架时间要避开竞店，在竞店没有安排商品上下架的时间段内抽获自身机会；如果自身网店处于优势，要紧跟竞店，正面竞争。Bycollectingcompetitorproductlisting/delistingtimingdata—ifone'sownstoreisatadisadvantage,listing/delistingtimesshouldavoidthoseofcompetitors,seizingopportunitiesduringperiodswhencompetitorsarenotlistingproducts.Ifone'sownstorehastheadvantage,itshouldcloselyfollowcompetitorsandcompetehead-on.03竞争产品数据分析CompetitiveProductDataAnalysis跨境电子商务专业Cross-BorderE-CommerceMajor竞争产品数据分析CompetitiveProductDataAnalysis

竞品分析就是对竞争对手的商品进行分析。通过竞品分析，可了解自身跨境店铺商品的市场份额和竞争力，有助于及时调整商品布局及营销策略。竞品分析主要从价格、收藏量、基本信息、销售、推广活动、商品评价等方面进行入手分析。Competitiveproductanalysisistheanalysisofcompetitorproducts.Throughcompetitiveproductanalysis,onecanunderstandthemarketshareandcompetitivenessofone'sowncross-borderstoreproducts,helpingtotimelyadjustproductlayoutandmarketingstrategies.Competitiveproductanalysisprimarilyexaminespricing,favoritescount,basicinformation,sales,promotionalactivities,andproductreviews.竞争产品数据分析CompetitiveProductDataAnalysis竞品价格分析

CompetitiveProductPriceAnalysis

商品价格是多数客户购物时参考的一个重要指标，在进行选购前，多数客户已经有一个心理价格，这时需要对比分析自身商品和竞品的价格，并结合商品对应人群，进行商品价位的调整，提高自身商品的转化率。Productpriceisanimportantreferenceindicatorformostcustomerswhenshopping.Beforemakingapurchase,mostcustomersalreadyhaveapsychologicalpricepoint.Atthisstage,itisnecessarytocompareandanalyzethepricesofone'sownproductsandcompetitiveproducts,andadjustpricingbasedonthetargetaudiencetoimproveconversionrates.竞争产品数据分析CompetitiveProductDataAnalysis竞品收藏量分析

CompetitiveProductFavoritesAnalysis

收藏量分析是指客户在访问商品后进行收藏，从一个侧面反映了商品受客户喜爱的程度。可对比自身跨境店铺商品，找出差距，若自身商品的收藏量相差太多，可以设置收藏有礼，如优惠券、小礼品等。Favoritesanalysisreferstocustomersfavoritingproductsaftervisitingthem,whichindirectlyreflectsthedegreeofcustomerinterest.Bycomparingwithone'sowncross-borderstoreproducts,gapscanbeidentified.Ifthefavoritescountgapistoolarge,incentivessuchascouponsorsmallgiftsforfavoritingcanbeimplemented.竞争产品数据分析CompetitiveProductDataAnalysis竞品基本信息分析

CompetitiveProductBasicInformationAnalysis

基本信息分析即分析商品的价格、功能、材质、颜色、卖点等，将商品的这些基本信息一一进行列举对比，这一部分是竞品分析的基础，因其中的个性化内容工具无法完全抓取，需要人工进行观察采集。Basicinformationanalysisinvolvesanalyzingproductprice,functionality,materials,colors,sellingpoints,andotherattributes,listingandcomparingthesebasicdetailsonebyone.Thisformsthefoundationofcompetitiveproductanalysis,andsincepersonalizedcontentcannotbefullycapturedbytools,manualobservationandcollectionarerequired.竞争产品数据分析CompetitiveProductDataAnalysis

研究基本信息分析较为直观的方式是查看竞品的详情页，详情页对于竞品的各项信息进行了详细的展示；还可以关注竞争对手近期是否有详情页活动海报，以及对商品的细节展示是否恰到好处，对商品卖点的描述是否简单明了，可通过对比找到竞品详情页值得学习的地方，从而借鉴运用。Amoreintuitivewaytostudybasicinformationanalysisistoviewthecompetitor'sproductdetailpage,whichprovidesadetaileddisplayofvariousproductinformation.Onecanalsoobservewhethercompetitorshaverecentpromotionalpostersondetailpages,whetherproductdetaildisplaysarewell-executed,andwhethersellingpointdescriptionsareclearandconcise.Throughcomparison,identifyaspectsofcompetitordetailpagesworthlearningfromandapplythem.竞争产品数据分析CompetitiveProductDataAnalysis竞品销售分析

CompetitiveProductSalesAnalysis

进行竞品分析最重要的目的是提升自身跨境店铺商品的销量，因此，销量分析是竞品分析的重点，整理自身跨境店铺商品及竞品同一时间段的销售数据，并对两款商品的销售数据进行比较，分析自身处于优势还是劣势，有哪些不足之处。Themostimportantpurposeofcompetitiveproductanalysisistoincreasesalesofone'sowncross-borderstoreproducts.Therefore,salesanalysisisthefocusofcompetitive