The Highlight Of This Year'S 618 Is How To Achieve "Quality Shopping"?

Zhao Yihong, who has worked for many high-tech companies in Yahoo and Nextag, is experiencing the first 618 after coming to Jingdong.

The most intuitive feeling of vice president of group technology.

In fact, after the Spring Festival holiday, Zhao Yihong and his team have been working overtime for nearly 3 months, and all this is just because of a decision at that time.

At that time, Jingdong has been discussing the highlight of this year's 618 -- how to achieve "quality".

"Let users see the recommendation in Jingdong.

It's all he wants. It's related to him.

So, through the big data in the Jingdong during the promotion of the full realization of personalized, to become the most important of this time 618, is also the focus of Zhao Yihong's department to explore.

"If I knew then that Jingdong 618 would face such a large user volume and sustain so many peak demand, I would consider that the double 11 would be fully applied this year."

However, Zhao Yihong and his team eventually handed over their pcripts to make a truly personalized technology from 618 this year.

The effect of technology is that users can see the Jingdong mall pages, whether they are through PC, APP or WeChat, are suitable for users' products, shops, brands and corresponding preferential activities.

When goods reach users, Jingdong will provide various intelligences, help users make decisions through demand price elasticity index, activate unsettled goods in shopping carts, and remind users to use coupons available.

Intelligent store

In fact, Zhao Yihong and his team have been preparing for the Spring Festival after the Spring Festival, which is the new project "smart store" launched by Jingdong big data department during the 618 this year. It will fully realize user recommendation personalization, Jingdong's big data can carry out user portrait and product portrait, and provide precise shopping guide services for users' consumption habits and preferences.

It is worth mentioning that Jingdong will also connect consumer behavior data with Tencent's social behavior data, providing a one-stop marketing solution for brand businesses to enhance conversion rate while achieving better user experience.

Behind this, along with the growth of the third party's commodity level, hundreds of millions of merchandise orders, shops, brands, coupons, and one big promotion period, the big data Department of Jingdong needs to solve the problem of how to have a better shopping experience in the mass of goods and quick information.

Zhao Yihong said in an interview that Jingdong was considering not only commodities but also brands, shops, coupons, floors and other dimensions to fully realize user recommendation personalization, providing precise shopping guide services for online shopping consumers.

In addition, with the growing maturity of e-commerce services, the change in consumer behavior has brought about great changes to the development of digital marketing on the social platform, and has gradually changed to user centered.

It is understood that in order to make full use of the flow and make the user experience relevance more satisfactory, the Jingdong conducted a similar smart store test at the previous annual festival.

According to the data provided by CTO Zhang Chen of Jingdong group, the conversion rate of users can be increased by 100% by using the technology mentioned above.

"It is a good thing to make the user experience well and sell the products, and it is also the goal of Jingdong."

Zhang Chen explained.

In Zhao Yihong's view, this time, the intelligent store that Jingdong realized during the 618 period is only a relatively elementary stage.

The goal of Zhao Yihong's personalized highest level is to make personalized recommendation after a detailed understanding of the whole life cycle of a customer in a longer time span.

Jingdong brain

The focus of the current electricity supplier competition is already a test of operational efficiency. In the early years of competition between the channels and the current technology dispute, big data and machine learning for effective data have become an important weapon for enhancing the efficiency of the electricity supplier operation.

The efficient electricity supplier is the earliest and most direct change brought by big data. The more attention the enterprise attaches to big data, the more deeply its application will be. The higher the value of big data is, the higher it will be.

The Jingdong optimizes the location of distribution stations, the distribution of goods in warehouses, and even the picking path in large warehouses by means of big data, which greatly improves human efficiency and reduces costs.

Before launching the smart store, Jingdong's Jingdong brain, which was officially unveiled in 2015, is also exploring how to use machine learning technology to enhance the operational efficiency of the Jingdong e-commerce platform in terms of efficiency two words.

The Jingdong brain collects the massive data of Jingdong at the lowest level of data, including master data, user paction data, user browsing data and so on. These data will constitute the "learning materials" of the machine. Through data mining, we can make user portrait for users and users' residential areas (office buildings) according to the variables such as sex, age and purchasing power.

In the process of "Jingdong brain" for user portrait, taking into account the particularity of the electronic business platform, for example, some male users tend to buy products for their families and children. For example, when calculating the purchasing power of users, the prices of products of different categories are very different. Only relying on machine learning can not completely restore the overall picture of user profiles. At this level, Jingdong has introduced an artificial auxiliary mechanism, such as the communication data between the customer and customer service before, and the Jingdong distribution staff will also become one of the participants to perfect the user portrait. The combination of machine and artificial form the knowledge layer of "Jingdong brain".

Through the precipitation and optimization of data layer and knowledge level, the top service layer becomes the most intuitive perception of ordinary users' "Jingdong brain".

It is learned that at present, "Jingdong brain" related technology has been embedded in many services of Jingdong, and has brought real convenience to users.

When Apple iPhone6s started, with the help of Jingdong brain analysis, Jingdong's mobile store was in advance near a number of most likely to buy iPhone's residential area (office building), and a user received 12 minutes and 20 seconds after receiving the order.