Big Data: Insight Into The Needs And Wants Behind Consumers

For clothing industry, a direct effect is to digest high inventory.

Whether the Process Reengineering at the manufacturing side, flexible production, or intelligent products and subdivision personalized services at the sales side, or based on the "Internet +" business model innovation and pformation, or even predict the future consumption trend, behind the garment enterprises need to work harder on big data, collecting and mining the gold mines behind the massive data, these gold mines are consumers more in-depth, detailed and personalized.

Trends and characteristics.

In the above cases, both

Mass customization, or

The adjustment of products and services, or Lining, good news birds or other domestic clothing enterprises based on Internet + products and services, need big data support.

One of the main selling points of Nike's running shoes last year was "running faster".

The reason is that by studying the Nike+ data, Nike found that the Chinese runners were more concentrated in the middle age of 40 years old than the previous runners, and were running differently from a healthy point of view. In the Nike Nike+ sports community, more than 19 year old young people were uploading data. They were more concerned about whether they could run faster and the pursuit of speed became their main goal. Nike's product appeals were following their users' needs closely.

While Nike is increasing the market for women's sports more, it is also based on the study of 65 million women in its digital community.

Mark Parke, President and chief executive officer of Nike, said that some efforts to cater to female consumers benefited the company, such as developing applications for women and regularly updating the series of selected products for women.

As for the red collar group's mass customization, it is reported that over the past 10 years, red collar has accumulated over 2 million customized customized version data, including edition, style, technology and design data, which is the basis for mass customization to advance.

In the process of launching intelligent running shoes, Lining also regards big data as a selling point, emphasizing "pforming the Chinese runner data and professional test data accumulated over the past decade by the Lining professional sports laboratory into a series of unique and innovative algorithms, which are implemented in the soles intelligent chip by the millet Bracelet R & D team. The smart chip provides a professional and tailor-made guidance for Chinese runners by collecting the runner's motion data and analyzing the running posture and gait."

It should be noted that the collection, analysis and research of massive data can not be formed one day or another. Clothing enterprises must put more resources into the excavation and research of big data if they want to make good use of the Internet and enhance their competitiveness.