How does JD.com realize its commercial value? ——Laogao E-commerce Club Member Sharing

　　2017 is coming to an end. After a year of tempering, the e-commerce industry still maintains its changing characteristics. Every day, emerging merchants emerge, and weak merchants are unfortunately eliminated. What remains unchanged is that the importance of data to e-commerce is increasing day by day.

　　In order to help merchants operate better, JD.com has been continuously developing and improving military intelligence data products in the past year, dedicated to providing merchants with data services to help them realize their commercial value. On Friday, December 22, 2017, Laogao Club invited the head of JD.com Intelligence to communicate and share with 500 e-commerce elites on site.

　　JD.com is a data product designed and developed based on the daily operation trajectory of merchants. It aims to provide correct guidance, accurate performance evaluation, and investment feedback for merchants' data operations. As the Junzhi team introduced at the conference, Junzhi Data mainly empowers commercial value from daily operations, strategic analysis and functional extension, and designed the following major functions to assist merchants in data operation of stores.

　　Home page monitoring: inform merchants of store performance from real-time and history

　　Whether it is from historical reports or real-time monitoring, JD.com has achieved it, helping merchants to promptly understand the purpose of monitoring store sales performance and abnormal problems. Then subdivided into the transaction analysis function to assist merchants in detail analyzing the details and characteristics of each order.

　　Business analysis: from traffic to transaction data, from goods to inventory data, multi-dimensional analysis of stores

　　After the Shangzhi default homepage informs the merchants of the overall situation, the business analysis analyzes the status of the homepage store in detail from the perspectives of traffic, goods, transactions, customers, services and supply chains.

　　Traffic analysis: From the aspects of source, keywords, bounce rate, etc., it helps merchants analyze where the traffic comes from, how long it takes to stay on the page, and where it goes. From this, merchants can obtain the reasons for traffic loss and make corresponding adjustments and modifications.

　　Product Analysis: For e-commerce, products are one of the keys to the store's success. How to understand product sales and how to collect and analyze product data is crucial to e-commerce operations. Shangzhi Product Analysis shows how the store’s product sales are in terms of product attention, purchase number and order conversion rate. The product details function helps merchants analyze the ranking of top products in the store in detail, and shows the attention, purchase number and order conversion rate of each top product.

　　Transaction analysis: This function includes three modules, which not only shows the evaluation of store performance, but also shows the factors that affect transactions. The transaction profile module records the aggregated data of all consumer behaviors in the store based on the consumer's purchasing behavior path. Therefore, when merchants view this module, the advantages and disadvantages of transaction performance are clear at a glance. The transaction characteristics are carefully set up feature analysis such as channels, categories, customers, payment methods and number of customer-selected items, and comprehensively presenting how the transaction situation performs in various factors within the selected time period. The order details provide 10 columns of information, including order number, product name, pre-discount amount, number of items placed, discount amount, order amount, shipping fee, order time, payment time, payment method, etc.

　　Customer Analysis: Consumer Insight is an essential step in operational strategy. Shangzhi provides merchants with two major modules for customer analysis. The details of the order customer are well-known for the business intelligence. This function analyzes the customer composition of the store for merchants from the perspective of new and old customers. And forming a customer portrait through the characteristics of ordering customers will help merchants form a good customer management relationship with customers, increase the loyalty of old customers, or attract new stores.

　　After-sales and supply chain analysis: The after-sales analysis module is relatively simple to operate, aiming to display the core after-sales data and help monitor the quality of after-sales service. Due to the particularity of JD.com's self-operated business, it can provide warehousing and distribution services to merchants, which has also added factors that affect consumers' purchasing decisions - logistics. Therefore, Junzhi also provides inventory and distribution analysis so that merchants can analyze the factors that affect commodity inventory and purchase decisions.

　　Industry Analysis: Only by knowing yourself and your enemy can you win every battle

　　JD.com Intelligence Industry Analysis explains the overall market share, industry giants and target competitive stores under the same category from the aspects of market conditions, industry keywords, brand analysis and attribute analysis. For example: Hot-selling stores show the top 5 merchants under the same category, and the future trend of the industry is derived through the analysis of industry leaders. There are also order amount indexes for hot-selling products in the industry, reflecting the latest trends of the industry's hot products, allowing merchants to adjust their product strategies according to this module at any time.

　　Nowadays, e-commerce is becoming increasingly complex and the fittest survives. In a complex market environment, JD.com hopes to solve the pain points of merchants not knowing the point of operation improvement based on big data, helping merchants improve store operation efficiency, reduce operating costs, and understand industry trends.

　　Want to penetrate consumer psychology and understand market demand? I believe that through your great wisdom and the precise insight of JD.com, you can stand firm in your footsteps in the era of big data, combine data with e-commerce, and create a larger platform for merchants.

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