《跨境商务数据分析与应用》课件-行业数据分析-双语

行业数据分析IndustryDataAnalysis主讲教师：XXX日期：2024.01.01目

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CONTENT0102行业发展分析IndustryDevelopmentAnalysis市场需求分析Marketdemandanalysis跨境电子商务专业Cross-borderE-commerceMajor03目标客户分析Targetcustomeranalysis01行业发展分析IndustryDevelopmentAnalysis跨境电子商务专业Cross-borderE-commerceMajor行业发展分析IndustryDevelopmentAnalysis跨境电商企业未来的盈利水平不仅会受到自身发展周期的制约，而且会受到行业发展的制约。如果一个行业处于衰退阶段，即使跨境电商企业处于成长阶段，并愿意投入大量的人力、物力、财力，其发展空间仍然非常有限，因此，跨境电商企业前期进行行业发展分析是非常有必要的。Thefutureprofitabilityofcross-bordere-commerceenterprisesisconstrainednotonlybytheirowndevelopmentcyclebutalsobyindustrydevelopment.Ifanindustryisindecline,evenifacross-bordere-commerceenterpriseisinitsgrowthstageandwillingtoinvestheavilyinhuman,material,andfinancialresources,itsdevelopmentspaceremainsverylimited.Therefore,itisessentialforcross-bordere-commerceenterprisestoconductindustrydevelopmentanalysisintheearlystage.行业集中度分析IndustryConcentrationAnalysis市场趋势分析MarketTrendAnalysis市场容量分析MarketCapacityAnalysis01020304子行业容量分析Sub-industryCapacityAnalysis行业发展分析IndustryDevelopmentAnalysis行业集中度分析IndustryConcentrationAnalysis行业集中度又称为行业集中率或市场集中度，是对整个行业市场集中度和市场势力测量的重要量化指标，可以反映某个行业的饱和度、垄断程度，一般通过赫芬达尔指数（HHI）来反映。Industryconcentration,alsoknownasindustryconcentrationratioormarketconcentration,isanimportantquantitativeindicatorformeasuringtheoverallmarketconcentrationandmarketpowerofanindustry.Itreflectsthesaturationandmonopolydegreeofanindustry,andisgenerallymeasuredbytheHerfindahlIndex(HHI).行业发展分析IndustryDevelopmentAnalysis赫芬达尔指数（HHI）需要取得竞争对手的市场占有率，该指数在1/n~1之间变动，指数的数值越小，说明行业的集中度就越小，趋于自由竞争。TheHerfindahlIndex(HHI)requiresobtainingthemarketshareofcompetitors.Thisindexrangesfrom1/nto1.Thesmallertheindexvalue,thelowertheindustryconcentration,indicatingatrendtowardfreecompetition.行业发展分析IndustryDevelopmentAnalysis市场趋势分析

MarketTrendAnalysis市场趋势分析是根据市场历史数据判定行业目前所处的发展阶段，是处于萌芽期、成长期、爆发期还是衰退期。由于市场的发展趋势整体是一个开口向下的抛物线，因此对跨境电商企业所要经营的商品进行趋势分析，了解选定的行业所处的发展阶段，决定了电商企业未来的成长空间。Markettrendanalysisdeterminesthecurrentdevelopmentstageofanindustrybasedonhistoricalmarketdata—whetheritisintheembryonicstage,growthstage,explosivestage,ordeclinestage.Sincetheoverallmarketdevelopmenttrendfollowsadownward-openingparabola,conductingtrendanalysisontheproductsthatcross-bordere-commerceenterprisesintendtooperate,andunderstandingthedevelopmentstageoftheselectedindustry,determinesthefuturegrowthspaceoftheenterprise.行业发展分析IndustryDevelopmentAnalysis市场容量分析

MarketCapacityAnalysis

市场容量分析对于跨境电商企业的运营非常重要，一方面有利于了解自己选定的行业前景如何；另一方面，有利于跨境电商企业制定销售计划和确定销售目标。因市场容量的大小决定了行业的天花板，销售目标定得过高，会导致积压库存、占用资金等问题；销售目标定得过低，有可能错失市场机会，不利于跨境电商企业发展。Marketcapacityanalysisiscrucialfortheoperationofcross-bordere-commerceenterprises.Ononehand,ithelpsunderstandtheprospectsoftheselectedindustry;ontheotherhand,itfacilitatesformulatingsalesplansandsettingsalestargets.Sincemarketcapacitydeterminestheceilingofanindustry,settingsalestargetstoohighmayleadtoinventorybacklogandcapitaloccupation,whilesettingthemtoolowmayresultinmissedmarketopportunities,whichisunfavorableforenterprisedevelopment.市场容量即市场规模，其目的主要是研究目标行业的整体规模，是指目标行业在指定时间内的销售额。Marketcapacity,alsoknownasmarketsize,primarilyaimstostudytheoverallscaleofthetargetindustry,referringtothesalesvolumeofthetargetindustrywithinaspecifiedtimeperiod.行业发展分析IndustryDevelopmentAnalysis子行业容量分析

Sub-industryCapacityAnalysis

通过子行业容量分析，能够有助于跨境电商企业更好地进行数据化选品，规划企业的产品结构，以制定未来的产品销售计划。

Sub-industrycapacityanalysishelpscross-bordere-commerceenterprisesbetterconductdata-drivenproductselection,plantheirproductstructure,andformulatefutureproductsalesplans.

跨境电商企业通过对行业集中度和行业市场容量的分析，已经能够确定计划进入的父行业，但在具体运营过程中，还需要了解父行业下所有子行业的发展情况，从中选出有销售前景，市场容量大的子行业，并进一步确定行业品类切入方案，制定合理的品类上新计划。Throughtheanalysisofindustryconcentrationandmarketcapacity,cross-bordere-commerceenterprisescandeterminetheparentindustrytheyplantoenter.However,duringspecificoperations,theyalsoneedtounderstandthedevelopmentofallsub-industriesundertheparentindustry,selectsub-industrieswithsalesprospectsandlargemarketcapacity,furtherdeterminethecategoryentrystrategy,andformulatereasonablenewproductlaunchplans.02市场需求分析Marketdemandanalysis跨境电子商务专业Cross-borderE-commerceMajor市场需求分析MarketDemandAnalysis市场需求反映的是在一定时期和地区内，客户对计划购买的商品所表现出的各类需求，包括品牌、质量、规格、型号等。如果不适应客户的这些需求，商品就有可能在后期出现销售疲软。因此，需要提前收集并分析市场反馈出的各类需求，做好需求量变化趋势分析以及客户品牌、价格、属性偏好分析。Marketdemandreflectsvariousneedsthatcustomersexpressforproductstheyplantopurchasewithinacertainperiodandregion,includingbrand,quality,specifications,andmodels.Ifthesecustomerneedsarenotmet,theproductmayexperiencesluggishsaleslater.Therefore,itisnecessarytocollectandanalyzevariousdemandsfrommarketfeedbackinadvance,andconducttrendanalysisofdemandchangesaswellascustomerbrand,price,andattributepreferenceanalysis.市场需求量变化趋势分析MarketDemandVolumeTrendAnalysis客户品牌偏好分析CustomerBrandPreferenceAnalysis客户价格分析CustomerPriceAnalysis客户属性偏好分析CustomerAttributePreferenceAnalysis市场需求分析MarketDemandAnalysis市场需求量变化趋势分析

MarketDemandVolumeTrendAnalysis

市场需求量变化趋势分析是跨境电商企业在运营前需要着重关注的，以便为后期的商品布局提供参考依据。市场需求有些围绕季节变化，如服装类目；有些围绕节日变化，如儿童用品、节庆装饰；有些则围绕大促活动变化，如“黑色星期五”“328大促”等。Marketdemandvolumetrendanalysisisakeyfocusforcross-bordere-commerceenterprisesbeforeoperation,providingareferencebasisforsubsequentproductlayout.Somemarketdemandsfluctuatewithseasons,suchasclothingcategories;somerevolvearoundholidays,suchaschildren'sproductsandfestivedecorations;otherschangearoundmajorpromotionalevents,suchas"BlackFriday"and"328MegaSale".市场需求分析MarketDemandAnalysis市场需求量变化趋势分析

MarketDemandVolumeTrendAnalysis

在进行需求量变化趋势分析时，可在较大的市场范围内综合采集行业的采购指数。另外，跨境电商企业可以根据自身的商品开发、供应链生产情况，进行上新时间规划安排，一般服饰类目会提前1至2个月准备。Whenconductingdemandvolumetrendanalysis,theindustryprocurementindexcanbecomprehensivelycollectedacrossalargermarketscope.Additionally,cross-bordere-commerceenterprisescanplantheirnewproductlaunchschedulesbasedontheirownproductdevelopmentandsupplychainproductionconditions.Generally,clothingcategoriesrequire1to2monthsofpreparationinadvance.

如果跨境电商企业没有根据市场需求趋势准备，晚一周甚至更长时间上新，会被其他商家抢占先机，自身的销售额会受到直接影响，后期进入正式运营后，跨境电商企业还需要结合不同品类销售数据进行分析，提前做好下一季度、下一年度的品类上新规划和上新工作安排。Ifcross-bordere-commerceenterprisesfailtoprepareaccordingtomarketdemandtrends,launchingnewproductsevenaweekormorelatermayallowcompetitorstoseizetheinitiative,directlyaffectingtheirownsales.Afterenteringformaloperation,enterprisesalsoneedtoanalyzesalesdataacrossdifferentcategoriesandprepareinadvanceforthenextquarter'sandnextyear'scategorylaunchplanningandarrangements.市场需求分析MarketDemandAnalysis客户品牌偏好分析

CustomerBrandPreferenceAnalysis品牌偏好是品牌力的重要组成部分，指某一市场中客户对某些品牌的喜爱程度，是对客户品牌选择意愿的了解。Brandpreferenceisanimportantcomponentofbrandpower,referringtothedegreeofcustomeraffinityforcertainbrandsinamarket,andreflectstheunderstandingofcustomers'brandselectionintentions.品牌偏好是多个因素综合影响客户态度的结果。客户在购买之前，心中就已有了既定的品位及偏好，只有极少数客户会临时起意产生冲动性购买。整体而言，就算客户的购买是无计划、无预期性的，仍将受到心中既有品位与偏好的影响。Brandpreferenceistheresultofmultiplefactorscomprehensivelyinfluencingcustomerattitudes.Beforepurchasing,customersalreadyhaveestablishedtastesandpreferences;onlyaverysmallnumberofcustomersmakeimpulsivepurchasesonawhim.Overall,evenifapurchaseisunplannedandunexpected,itisstillinfluencedbythecustomer'sexistingtastesandpreferences.市场需求分析MarketDemandAnalysis客户价格偏好分析

CustomerPricePreferenceAnalysis市场价格是商品价值的货币表现，通常是指一定时间内某种商品在市场上形成的具有代表性的实际成交价格。Marketpriceisthemonetaryexpressionofcommodityvalue,typicallyreferringtotherepresentativeactualtransactionpriceofacommodityformedinthemarketwithinacertainperiod.

市场供求是形成商品价格的重要参数，当市场需求扩大时，商品价格处于上涨趋势，高于价值，当供求平衡时，价格相对稳定，符合价值；当需求萎缩时，商品价格趋跌，低于价值。Marketsupplyanddemandareimportantparametersinformingcommodityprices.Whenmarketdemandexpands,commoditypricestrendupward,exceedingvalue;whensupplyanddemandarebalanced,pricesarerelativelystableandconsistentwithvalue;whendemandshrinks,commoditypricesdecline,fallingbelowvalue.市场价格MarketPrice市场供求MarketSupply&Demand市场需求分析MarketDemandAnalysis客户价格偏好分析

CustomerPricePreferenceAnalysis跨境电商企业在分析商品市场价格时，一个很重要的依据就是消费者的消费层次和价格承受能力，以此为标准来确定相应的价格带。Whenanalyzingcommoditymarketprices,animportantbasisforcross-bordere-commerceenterprisesistheconsumers'consumptionlevelandpriceaffordability,whichservesasthestandardfordeterminingthecorrespondingpricerange.但是，不同的价格分层，会有不同的市行场体量和竞争产品，该价格区间的商品客户量大，但对应的竞品也多，企业需要根据自身的生产实力、供应链优势，预估商品的利润空间，确定自身商品的定价方向。However,differentpricetiershavedifferentmarketvolumesandcompetitiveproducts.Productsinacertainpricerangemayhavealargecustomerbase,butalsomanycompetingproducts.Enterprisesneedtoestimatetheprofitmarginoftheirproductsbasedontheirownproductioncapacityandsupplychainadvantages,anddeterminetheirproductpricingdirection.市场需求分析MarketDemandAnalysis客户属性偏好分析CustomerAttributePreferenceAnalysis品牌、价格之外，商品属性偏好同样影响客户的选择。通过分析商品热门的属性，间接了解客户对商品行业在具体属性上表现出来的偏好，比如对毛衣类商品可分析客户在功能、厚薄、图案、领型、尺码等方面的偏好。Beyondbrandandprice,productattributepreferencesalsoinfluencecustomerchoices.Byanalyzingpopularproductattributes,onecanindirectlyunderstandcustomerpreferencesforspecificattributeswithintheproductcategory.Forexample,forsweaterproducts,customerpreferencesinfunctionality,thickness,pattern,collartype,andsizecanbeanalyzed.跨境电商企业集中将这些属性数据进行综合分析，可以更加明确客户的属性偏好，便于后期商品卖点的打造。Bycomprehensivelyanalyzingtheseattributedata,cross-bordere-commerceenterprisescanmoreclearlyidentifycustomerattributepreferences,facilitatingthecreationofproductsellingpointslater.03目标客户分析Targetcustomeranalysis跨境电子商务专业Cross-borderE-commerceMajor目标客户分析TargetCustomerAnalysis目标客户的含义DefinitionofTargetCustomers

目标客户是指需要跨境电商企业的产品或服务，并且有购买能力的客户，是企业提供产品、服务的对象。目标客户是跨境电商企业营销及销售的前端，确定了目标客户的属性及画像，才能进一步展开具有针对性的营销举措。Targetcustomersrefertothosewhoneedtheproductsorservicesofcross-bordere-commerceenterprisesandhavepurchasingpower.Theyaretheobjectstowhomenterprisesprovideproductsandservices.Targetcustomersarethefrontlineofcross-bordere-commercemarketingandsales.Onlyafterdeterminingtheattributesandprofilesoftargetcustomerscantargetedmarketingmeasuresbefurtherimplemented.目标客户分析TargetCustomerAnalysis在进行目标客户分析时，可以通过阅读第三方调研机构发布的目标客户的消费行为白皮书，来加深对目标客户的了解；还可以通过谷歌趋势等了解目标客户画像；此外，为了使目标客户分析更精准，需要结合选定的跨境电商平台进行行业目标客户分析。Whenconductingtargetcustomeranalysis,onecandeepentheunderstandingoftargetcustomersbyreadingconsumerbehaviorwhitepaperspublishedbythird-partyresearchinstitutions;targetcustomerprofilescanalsobeunderstoodthroughtoolslikeGoogleTrends.Additionally,tomaketargetcustomeranalysismoreprecise,itisnecessarytocombineitwiththeselectedcross-bordere-commerceplatformforindustrytargetcustomeranalysis.目标客户年龄分析TargetCustomerAgeAnalysisA目标客户职业分析TargetCustomerOccupationAnalysisB目标客户地域分布分析TargetCustomerRegionalDistributionAnalysisC目标客户分析TargetCustomerAnalysis目标客户年龄分析TargetCustomerAgeAnalysis

某商家在销售一款短袖连衣裙，那么这件衣服的性别指向已经非常清晰，商品视觉、主图、文案倾向于情感、温度、色彩等内容。同时，目标客户搜索人气高的年龄段对于跨境电商企业商品布局非常重要，通过以上柱形图可以对这款短袖连衣裙所面向的目标客户的年龄进行分析。Ifamerchantissellingashort-sleeveddress,thegenderorientationofthisproductisalreadyveryclear.Theproductvisuals,mainimages,andcopytendtofocusonemotion,warmth,andcolor.Meanwhile,theagegroupswithhighsearchpopularityamongtargetcustomersarecrucialforcross-bordere-commerceenterprises'productlayout.Thebarchartabovecanbeusedtoanalyzetheageoftargetcustomersforthisshort-sleeveddress.目标客户分析TargetCustomerAnalysis目标客户年龄分析TargetCustomerAgeAnalysis通过柱状图可以清晰看出，对于此款女士短袖连衣裙来说，Fromthebarchart,itisclearthatforthiswomen'sshort-sleeveddress:31-35岁年龄段的搜索人气最高，说明该年龄段客户需求旺盛。那么这一年龄段也是跨境电商企业进行营销布局所面向的目标客户；The31-35agegrouphasthehighestsearchpopularity,indicatingstrongdemandfromcustomersinthisagerange.Thisagegroupisalsothetargetcustomerforcross-bordere-commerceenterprises'marketinglayout;25-30岁年龄段的搜索人气次之，存在很大的市场需求；The25-30agegrouphasthesecondhighestsearchpopularity,withsignificantmarketdemand;24岁及以下和31-40岁这两个年龄段的搜索人气也较高；Theagegroupsof24andbelow,and31-40alsohaverelativelyhighsearchpopularity;跨境电商企业可以选定这其中某个搜索人气高的年龄段，结合选定年龄段客户所表现出的个性化需求，综合市场需求中提炼出的客户属性偏好，安排商品的设计生产或通过第三方市场进行采购。Cross-bordere-commerceenterprisescanselectoneoftheagegroupswithhighsearchpopularity,combinethepersonalizedneedsexpressedbycustomersintheselectedagegroupwithcustomerattributepreferencesextractedfrommarketdemand,andarrangeproductdesignandproductionorprocurementthroughthird-partymarkets.目标客户分析TargetCustomerAnalysis目标客户职业分析TargetCustomerOccupationAnalysis职业场景对服装风格具有一定的影响，以女士短袖连衣裙面向的美国市场为例，如图所示，为女士短袖连衣裙目标客户所属的职业。Occupationalscenarioshaveacertaininfluenceonclothingstyle.TakingtheU.S.marketforwomen'sshort-sleeveddressesasanexample,thefigureshowstheoccupationsoftargetcustomersforwomen'sshort-sleeveddresses.目标客户分析TargetCustomerAnalysis目标客户职业分析TargetCustomerOccupationAnalysis

其中，搜索人气较高的职业为管理职业、商业和金融事务职业以及办公室和行政助理职业，与目标客户集中的年龄段具有一定的重合，可为跨境电商企业在选定营销人群时提供参考。Amongthem,theoccupationswit