Xiaoming used to sell sesame cake before. Now, in order to respond to the trend, Xiao Ming has opened WeChat payment and Alipay payment. For some old customers, he also added WeChat. Those old customers, sometimes in order to hurry, will transfer money to Xiao Ming in the morning using WeChat. Xiao Ming will make the sesame seeds ahead of time. Sometimes when Xiaoming's business is not particularly good, she will let the daughter-in-law Cuihua look at the pancake stalls. He will send the old customers who ordered the pancakes from nearby communities directly to the door. Xiaoming said to his peer Pharaoh: “I haven’t seen it yet. I’m also playing O2O that they’ve said in town.†Yes, you don't laugh. I know most of the O2O that you think are like this. This estimate of O2O has been largely dead in recent years. Let's look at an advanced gameplay. The backgammon is a supermarket chain, just like the supermarkets in the north who love to see. However, its current site is in the south, and chain stores have spread throughout Hunan, Jiangxi, Sichuan, Chongqing, and Guangxi, and have strategically entered provinces such as Yunnan and Guizhou. By the end of 2015, there were a total of 452 multi-industry entities with annual sales of more than 31 billion. Peng Xiong, CPO of Backgammon Group said - The retail industry is being squeezed by e-commerce department stores, hypermarkets. How to fight back? We are not exclusive of e-commerce. E-commerce is an emerging channel and a customer's need. However, we must get through the line to do research on customers and consumer behavior. At the same time, we must do our own things well. We do not give up the line, and then we simply follow the e-commerce business. Links between customers do not send traditional posters. Second, we must record transactions in various scenarios to form accurate marketing. These words seem to have been heard in many people's reports. They often throw a small stone into the water. Even the splashes are not splashed. A gust of wind blew through the water. Unexpectedly, Peng Xiong really gave dry goods and examples. Backgammon made three strategic changes: First, department stores changed to shopping centers, and second, hypermarkets changed to community neighborhood centers. Third, more life-intensive supermarkets were opened to form an overall defense. In order to achieve these three strategies, the first is to let retail return to the entity. BBK Changsha Meixi Xintiandi covers an area of ​​700,000 square meters. It has established a real ice skating rink, Yunding Galaxy Playground, Sky Farm, an experience hall for simulating space flight, and a cross-border integration of supermarkets and restaurants. Peng Xiong believes that this store is an experience shop for life aesthetics and is a combination of super IP. “How do consumers return to the entity? 20 years ago, going to the cinema was a very extravagant thing. After the DVD came out, everyone bought a DVD and looked at it at home and thought it was quite cheap. At that time, just looking at content, enjoying it in the cheapest way, and now living The level has improved, and no one wants to watch movies at home, so we return to the entity. Later, we also made a Meixi Academy, which was jointly established with Dangdang. On the opening day, many people came to the scene. Originally, we bought books. It was the book itself, but later we looked at e-books, e-reading, or direct-net purchases.But now we are not at home or in the office when we read books. It is a culture to read books at Meixi College on weekends. It is a cleansing mind. We will slowly return to the entity from this perspective," said Peng Xiong. After consumers return to the entity, how to attract customers is the marketing business that BBK is now using data to do. The first is to find the right person. Peng Xiong is very direct, and it is very difficult for us to find useful data for analysis. To find our ethnic group, we can find partners for the data. The backgammon stores are in Hexi, and Hedong is the most prosperous old business district. Just a few days after opening, they didn't come much. However, the person who comes is a person who wants to go through a tunnel. why? It is convenient and tunneled. We need to see where customers come from and implement accurate advertising. When we sell advertisements, we do not advertise in stores. We should use accurate marketing methods. Where the customers are and where our advertisements are. We can advertise on the opposite side of this community and divert traffic for the mall. In addition to attracting users, we must further analyze the user's portrait before we know what he wants. To further subdivide it, it is not enough to present it roughly. What kind of label does he like? What kind of product to buy, consumer preferences, what kind of category, which requires deeper data. The last is where the customer went? It is necessary to reflect on categories and classifications. The BBK's neighborhood center built four models for big data marketing. First, membership development model, second, contribution degree model, third, footprint distribution model, fourth, similarity recommendation. 1. Membership development model The coverage of the neighborhood center is very small, unlike the customers of big cities, the atmosphere of 1.5 kilometers can be used, data from the street, garden population data and family data. At a glance, we can see how many customers come in, how active they are, and how fresh a family is. If they are not active, they are going to competitors. Second, to understand the members, which people have the potential to buy, how to buy contribution. 2. Contribution model There is a supermarket in Meixi Xintiandi Shopping Mall. The following figure shows the distribution of consumption. Customers with relatively large amounts of consumption and relatively high unit prices are high-contribution customers. What can be done to study the behavior? When Pang Xiong took out this data, the team members doubted him and said that the data was absolutely wrong, because people who bought a lot of aquatic products bought very little laundry products, toilet paper and shampoo. Why? Big data just reveals such a law, how to explain? Later, we compared the latest data and found more detailed data, such as where consumers live. It is very easy to analyze them. These people may be customers who are 10 kilometers away from the shopping center, are not active users of supermarkets, and shop on weekends. Center shopping and fun. Then, the family had a dinner together, bought seafood or something and left.  If such a customer enters the parking lot, he knows that he is a member of Backgammon, knows where he is, can push the best seafood product from BBK, and can send 8 coupons to stimulate more consumption. This is big. Data marketing. In other words, the customer would have only thought of eating a small river shrimp and suddenly wanted to buy an Australian lobster. 3. Footprint distribution model How are the BBK stores distributed? A shop where a customer bought the most, is a member of the store, live in this neighborhood. Then, he sometimes went to other stores to buy things, because the shop does not meet the needs of all his categories. In one area, there is a life square where the backgammon members visit most. Nearly all the members of the backgammon store will come from far and near, indicating that it is very attractive. Why do so many shops come so much? This shows that the BBK store category is relatively inadequate, can not meet the daily consumption, so it is necessary to run so far shopping. That is, if there are competitors, all customers will be taken away . Peng Xiong said - So we want to enrich the category. Especially if the community is a high-end community, general commodities cannot satisfy them. Looking further, what categories are diverted? If the category diversion is not very serious, we think that it can still be. If the diversion is serious, then look closely at which products are diverted. Why? High-end or low-end? It is very clear that this is management. If you analyze a report, which category has a high gross margin, I think this is a traditional report, not a real big data management. 4 similar recommendation model Backgammon introduced many imported goods this year. After selling for 3 months in the store, Peng Xiong got the data and made this model. He selected 100 seed products. How many members bought this imported product? There are a lot of parameters and rules. If you are buying high-end customers, the frequency of buying is three times or more than five times that of other people. This means that other people cannot afford to buy, that is, they have the same quality as imported products. Other customers did not have labels. These people did not buy imported goods, but they also had spending power. They did not buy because BBK did not do propaganda work. Or, haven't tried it yet. Next, BBK recommended these products to him. The accuracy of goods identified through this model is 80% or more. The most interesting thing is that there is a product that is Australian beef calf, not labeled with imported goods, but is identified by the model. After the case studies are completed, it is always necessary to summarize some methodologies. Peng Xiong’s experience is as follows: First, collect data! ! ! Key points start with the scene and are used for the scene. There is no scene without content, no contact with no scene, no data without contacts, and no information without data. The data does not identify the equality or not, the data needs to be all but not just more, and the combination of internal and external data is more efficient. Second, there is a difference between big data and traditional BI. The traditional BI is which sells well and which sells badly. It is not a problem, but an insight and prediction. Big data to diagnose, why do insights occur? Third, to predict, although there is still difficulty, but it is the direction to predict what will happen in the future. Fourth, big data is not only about consumers but also has a profound impact on companies. Based on the movement of the scene, the intelligent driving of data is the only way for each company. In another 10 years, or 15 years, each company is a big data company that uses big data as a marketing company, otherwise it may not survive or disappear.              Displacement sensor, also known as linear sensor, is a linear device belonging to metal induction. The function of the sensor is to convert various measured physical quantities into electricity. In the production process, the measurement of displacement is generally divided into measuring the physical size and mechanical displacement. According to the different forms of the measured variable, the displacement sensor can be divided into two types: analog and digital. The analog type can be divided into two types: physical property type and structural type. Commonly used displacement sensors are mostly analog structures, including potentiometer-type displacement sensors, inductive displacement sensors, self-aligning machines, capacitive displacement sensors, eddy current displacement sensors, Hall-type displacement sensors, etc. An important advantage of the digital displacement sensor is that it is convenient to send the signal directly into the computer system. This kind of sensor is developing rapidly, and its application is increasingly widespread. Displacement Transducer,Linear Displacement Transducer,Linear Variable Differential Transducer,Linear Variable Displacement Transducer Changchun Guangxing Sensing Technology Co.LTD , https://www.gx-encoder.com
