With the advent of the information age, the information service industry has become the leading industry in the 21st century, and e-commerce has achieved explosive growth and development in the 'information era'. With the rapid development of the Internet, human life has entered the "e-commerce era", especially in the context of the "big data era" in recent years, the development of the e-commerce industry has ushered in a new peak. This paper focuses on the environment of e-commerce industry development under big data, the convergence trend of big data and e-commerce, and discusses the current situation of e-commerce development in China. Therefore, I chose this topic as my practice summary report.
Big data helps e-commerce developmentFirst, the environment for the development of China's e-commerce
1. Legal environment
Judging from the current situation, there are many laws related to e-commerce, and there are few special laws. Although the electronic signature law has been issued, it is far from enough for e-commerce. E-commerce involves many legal issues, such as electronic payment systems and electronics. Business practices and business statutes, legal systems for import and export tariffs for e-commerce, financial regulatory rules for e-commerce, and sanctions for e-commerce speculation. Only by providing a healthy legal environment for e-commerce activities, network-based e-commerce trade can be standardized and smoothly carried out.
2. Credit system environment
The commercial credit system is not perfect, the legislation and law enforcement related to honesty are not enough, the lack of effective supervision mechanism for untrustworthiness and violations, and the lack of administrative management departments that exercise unified management of the entire industry are basically in the initial stage of the establishment of the integrity system.
3. Electronic payment environment
The utilization rate of bank cards is low, and B2B, which accounts for more than 95% of the e-commerce transaction volume, is still mainly based on bank remittances. The application of electronic payment is far from being developed and mature. Security and convenience are two of the most important factors affecting users' use of online payments. To achieve online real-time transactions, you must complement the perfect online payment. The electronic payment system has yet to be established and improved, and the level and scale of online payment services have yet to be improved.
4. Transaction security environment
E-commerce security is divided into two aspects: computer network security and business transaction security. Computer network security includes computer network equipment security, computer network system security, and database security. Business transaction security includes avoiding the interception and theft of business information, tampering with information, information spoofing, transaction repudiation, etc., that is, fulfilling the requirements of confidentiality, integrity, and non-repudiation of business information. If security issues are not properly addressed, it will hurt merchants and consumers' confidence in e-commerce.
5. Standard specification environment
The relevant standard specifications in the e-commerce process are still lacking, and e-commerce technical standards are difficult to unify. Many companies create their own codes for enterprises, products, and logistics without industry standards, which wastes resources and hinders the flow of information and logistics between enterprises.
6. Logistics environment
Although the number of logistics enterprises in China has a certain scale, the number of logistics enterprises that can adapt to modern e-commerce is still small, the scale is small, the service awareness and service quality are not satisfactory. Except for a small number of enterprises, the technical equipment and management methods of most logistics enterprises are still relatively backward, and the service network and information system are not perfect, which greatly affects the accuracy and timeliness of logistics services. Most logistics companies are only passively engaged in the transportation, warehousing and distribution of single functions according to the instructions and requirements of users. They rarely provide logistics planning, organization and in-depth management of the entire supply chain in the production field of enterprises. Logistics distribution system Still not formed.
Second, the convergence trend of big data and e-commerce
It is reported that the 2016 China Big Data Industry Summit and China E-Commerce Innovation Development Summit was merged by last year’s “2015 China E-Commerce Innovation Development Summit†and “2015 Guiyang International Big Data Industry Expo and Global Big Data Era Guiyang Summitâ€, among which “China Electronics The Business Innovation and Development Summit is the highlight of the entire summit. At present, big data is still a strange word in traditional enterprises, but for e-commerce, it is already a market production factor. The integration of big data and e-commerce is bound to be the general trend of e-commerce development in the future.
It can be seen that the major Internet companies in China are actively deploying cloud computing, thus providing a good environment for the marketization of big data. The era of using big data to transform business models has quietly arrived.
1. E-commerce scale growth requires big data to assist decision-making operations
Under the B2C-first market environment, how e-commerce companies can gain long-term trust and support from consumers and cooperative businesses has become a problem for their sustainable development. Under the influence of all the traditional models gradually losing market leverage, big data has become the driving force for the most precious wealth and strong development of e-commerce companies. What can e-commerce companies rely on big data? What substantial changes can big data bring to e-commerce?
(1) Big data can reduce the operating costs of e-commerce companies and improve operational efficiency
The traditional e-commerce platform is based on market feedback to recommend products, which is rather rude and not scientific enough, resulting in limited business realization, which wastes a lot of platform traffic, and the consumer experience is not good. Nowadays, borrowing big data analysis and summary under cloud computing can well extract the product explosions and make system recommendation based on user interest. This kind of directed recommendation mechanism under big data can reduce the operating cost of e-commerce enterprises and improve the consumer experience and operational efficiency.
(2) E-commerce platform big data can provide one-stop service for cooperative merchants
With the big data analysis tool of the e-commerce platform, the cooperative merchants can compare the explosions of the industry according to their own products and optimize the relevant details of the products; according to the user search data, timely understand the user demand points; according to the sales data of the past years, the production cycle of the products can be controlled freely. , reduce inventory risks, etc. The big data system of the e-commerce platform can help the partners to reduce risks, improve conversions, and maximize business realization.
(3) E-commerce platform can rely on big data for risk management and control to prevent malicious competition
"We use fake image recognition, data capture and cross-analysis, intelligent tracking, big data modeling systems and other technologies to extract fakes from billions of online products," Ali insiders said. It is reported that the inventory of all kinds of illegal fakes collected by Taobao is about 1 million, and the system calls more than 300 million times a day. By identifying the brand of the goods in the picture, the authenticity of the goods is judged. These models rate Taobao's millions of sellers in real time, identifying high-risk users and fake gangs with risk of selling fakes.
2. Consumer shopping is increasingly biased towards e-commerce, requiring big data to drive consumption
As we all know, the information age is an era of transparency, efficiency, individuality and convenience. The rapid development of domestic e-commerce is inseparable from the public push of consumers, but consumers' shopping behavior relies on the drive of big data. So what is the relationship between big data and consumers?
(1) Big data application eliminates information gaps, enabling consumers to transparently and get e-commerce information and products on demand to improve consumer satisfaction
The diversification of domestic e-commerce platforms provides consumers with multiple access to shopping; large consumer consumption evaluation information enables consumers to better understand the true situation of products or services and make better decisions. At the same time, in the era of big data, innovative business models enable producers to produce customized products based on consumer demand, meeting the individual needs of consumers in different dimensions.
(2) Big data applications reduce consumer costs and improve consumption quality
From the perspective of society as a whole, the application of big data reduces the transaction cost by better matching various resources to form a strong market aggregation effect. Specifically, as an important form of big data application, the rapid development of online sales platform breaks through the restrictions of time and space on consumer activities, and many production and consumption entities are free to conclude transactions on the network platform, diversified and personalized needs. Can get better satisfaction, improve transaction efficiency and reduce consumption costs.
(3) Big data applications increase the convenience of consumption
Relying on the application of big data, electronic payment methods including online payment, mobile payment and telephone payment have developed vigorously, providing consumers with faster and more convenient means of payment. On the one hand, the use of electronic payment methods, the time required to complete a consumer activity has been greatly shortened, stimulating consumer willingness, and contributing to more “instantaneous consumption†and “improvised consumptionâ€. On the other hand, in the third-party electronic payment platform, the use of credit consumption is faster and can better exert the consumption amplification effect.
The development status of e-commerce big data1. Industrial policy and development status
(1) Industrial policy
The macro policy environment for the development of China's big data has been continuously improved. Since 2012, the Ministry of Science and Technology, the National Development and Reform Commission, the Ministry of Industry and Information Technology and other ministries have successively supported a number of big data-related projects in science and technology and industrialization projects, and have achieved positive results in promoting technology research and development. The "Twelfth Five-Year Development Plan for E-Commerce" and the "Guiding Opinions of the Ministry of Industry and Information Technology on Promoting Logistics Informatization" and other related policies all encourage the rapid development of e-commerce big data. Premier Li Keqiang is in the 12th National When the National People's Congress made a government work report at the second meeting, it proposed to promote the healthy development of Internet finance, expand the cross-border e-commerce pilot, accelerate the development of 4G, etc., promote the city's 100M optical fiber project and broadband rural projects, and greatly increase the Internet speed, in the country. Promote "three networks integration" to encourage the development of e-commerce innovation. 1 The State Council recently issued the "Opinions on Vigorously Developing E-Commerce to Accelerate the Cultivation of New Economic Power" to further promote the development of e-commerce innovation. The "Opinions" require that all regions and departments must conscientiously implement the tasks set out in this opinion and study and introduce specific policies before the end of 2015.
2 "E-commerce "12th Five-Year" Development Plan. E-commerce is an effective means to reduce costs, improve efficiency, expand markets and innovate business models. It is an important way to meet and enhance consumer demand, improve the organization of industries and resources, and transform the way of economic development. The development of sexual emerging industries and the formation of new economic growth points play an important role. To fully implement the "2006-2020 National Informatization Development Strategy", "The 12th Five-Year Plan for National Economic and Social Development" and "Several Opinions of the General Office of the State Council on Accelerating the Development of E-Commerce", Ministry of Industry and Information Technology The "Twelfth Five-Year Development Plan for E-commerce" was formulated. 3 After the issuance of the Notice of the General Office of the State Council on Forwarding the Relevant Policies on the Implementation of Supporting Cross-border E-Commerce Retail Exports by the Ministry of Commerce and Other Departments, local and relevant departments are actively implementing and achieving phased results. At present, Hangzhou, Guangzhou and Suzhou have realized full-process cross-border e-commerce retail exports; Beijing, Tianjin, Jiangsu, Zhejiang, Fujian, Henan, Chongqing and other provincial-level regions have formed work plans or implementation opinions, before implementation. Preparation Phase. The Ministry of Commerce actively carried out policy publicity, closely followed the formulation and implementation of various policy measures, and helped localities to better understand and implement relevant policies. The General Administration of Customs issued notices to local customs to actively study the establishment of cross-border e-commerce customs codes and new types of supervision. The General Administration of Quality Supervision, Inspection and Quarantine issued the "Guiding Opinions on Supporting Cross-border E-Commerce Retail Exports", requiring all directly affiliated inspection and quarantine bureaus to implement them; the Ministry of Finance and the State Administration of Taxation are jointly drafting cross-border e-commerce retail export tax policies; The existing policies and measures of the SAIC and the SAFE can meet the cross-border e-commerce retail export needs. (2) Development status
1 Source of data for e-commerce big data
Unlike general manufacturing or service companies, the data sources of the e-commerce big data industry are increasingly diversified and the amount of information is growing at a glance. In particular, in recent years, China's e-commerce has developed rapidly, and the number of Internet users engaged in electronic transactions has reached hundreds of millions. According to the "32nd Statistical Report on Internet Development in China", as of the end of June 2013, the number of Chinese netizens reached 591 million, of which 45.9% or 270 million Internet users had online shopping. Massive shopping generates huge amounts of data, and it has a huge impact on electronic payment, express logistics and other aspects of industrial development. China is increasingly forming an e-commerce platform as the center, based on e-commerce applications and e-commerce services. The e-commerce economy, these are bringing a huge amount of information to the entire society, especially the e-commerce big data industry. Specifically, e-commerce big data mainly includes the following three sources:
First, the internal business transaction information, commodity and logistics information in the Internet of Things, human-to-human interaction information and location information in the Internet world are the three main sources of big data. Its information volume far exceeds the carrying capacity of existing enterprise IT architecture and infrastructure, and its real-time requirements greatly exceed existing computing capabilities.
Second, the internal information of the enterprise mainly includes online transaction data and online analysis data. As far as the format of the data itself is concerned, it is structured and managed and accessed through relational data. These data are of high secret value, but are historical and static data. By analyzing these data, we can only see what happened in the past, and it is hard to say what will happen in the future. Third, the data from social networking sites, Sina Weibo, WeChat, etc., are large and lively, representing the ideas of specific netizens and reflecting what they want to do. These data have low value density, but they are about the future.
2 application mode of e-commerce big data
? E-commerce enterprise based on big data technology innovation business development model
The important trend of big data is the transformation of data services, dividing people into many groups, providing targeted services to each group and even everyone. The increase in the amount of consumption data provides the basis for e-commerce companies to accurately grasp the user group and individual network behavior patterns. Through big data applications, e-commerce companies can explore personalized, personalized, accurate and intelligent advertising push and promotion services, creating a new business model that is more cost-effective than existing advertising and product promotion formats. At the same time, e-commerce companies can also find ways and means to increase the user's fitness, develop new products and services, and reduce operating costs by grasping big data. Domestically, Chinese e-commerce companies are actively deploying and deepening in the field of big data, and have gradually realized the importance of big data applications for the development of e-commerce.
? E-commerce companies promote x' differentiated competition through big data applications
At present, the two prominent problems facing the development of China's e-commerce are cost and homogenization competition, and the arrival of the era of big data will provide a new way for its development and competition, including specific products and service forms, and enhance enterprises through individualized innovation. Competitiveness. Still, take Alibaba as an example. Alibaba has integrated its resources into Taobao, Tmall, Alibaba Cloud, Alipay, Wanwang and other business platforms to form a strong e-commerce customer base and consumer industry's entire industry chain information, creating unique data processing capabilities. This is currently not possible for other e-commerce companies to imitate and follow. At the same time, the competition of e-commerce has also risen from a simple price war to a level, forming a differentiated competition. At present, Taobao has formed data platform products, including data cube, quantum trajectory, super analysis, gold medal statistics, cloud mirror data, etc. There are more than 10 models, including store basic business analysis, product analysis, marketing effect analysis, buyer analysis, Order analysis, supply chain analysis, industry analysis, financial analysis and predictive analysis. In addition, e-commerce companies are actively exploring the development of the new Blue Ocean-Internet finance business through big data applications.
(3) Current status of big data application in e-commerce enterprises
In China, Taobao, Baidu, Tencent, and Jingdong are companies that are absolutely stable and rich in data sources. Although they have their own characteristics, they can also be found through surveys. At present, the use of big data by China's major e-commerce giants is concentrated as follows. several aspects:
1 based on cloud technology
Cloud technology, the business model of cloud computing based on network technology, integrates information technology, management platform technology and application technology to form a vast resource pool, which is flexible and convenient to use on demand. Take the cloud technology of Amazon and Taobao as an example for simple analysis.
2 dedicated to precision planning and precision marketing
Effective planning and marketing has always been a means for e-commerce companies to maximize profits. In the era of big data, more than ever, precision planning and precision marketing have become possible.
(3) Improve user experience
As a core service concept, improving user experience and product service recognition is a life-saving straw for all major e-commerce companies. Whoever stands out from the user's reputation, whoever occupies the market. The analysis of big data is naturally indispensable to make a fuss about the user's shopping experience.
4 data services become the trend of e-commerce development
When the owners of massive data such as Alibaba, Baidu and Tencent are faced with the huge wealth brought by data mining, data services have gradually become the development trend of Chinese e-commerce, and the sale of data and related services has become a new interest growth point.
(4) Problems and challenges faced by e-commerce big data
1 How to identify and collect real useful information in a large amount of data
Big data is never a free lunch, big data is diverse, and the pros and cons are mixed, which brings great challenges to the collection and processing of data by e-commerce. Along with the arrival of the big data boom, some new problems about big data emerge one after another. For example, there are many false information, and there is not much real and useful information. False information will destroy the core information. Therefore, the collection process discriminates the data to ensure that the data quality is a key issue that cannot be ignored by e-commerce. In the face of the tide of data, if you do not screen or screen, it is difficult to ensure the integrity and objectivity of the data. On this basis, data analysis and integration will inevitably lead to errors and omissions, and lose its use value.
2 How to analyze and process massive data
According to statistics, 82% of e-commerce companies are being challenged to handle massive amounts of information, and they spend a lot of time researching them, and 89% of e-commerce companies have lost sales opportunities due to overload processing data. It is not enough to just sit on big data. The ability to analyze and mine big data has become the core competitiveness of e-commerce. This shows that the key to big data is not the amount of data raw materials, but the data processing capabilities, which can make real value of big data. At present, the openness of government information is not enough. The open and public social network environment has not yet formed. The lack of authoritative and credible third-party data statistics institutions makes many data difficult to obtain and affects the integrity and comprehensiveness of big data. While expecting environmental improvement, e-commerce will only use network media such as social networking sites as much as possible, and obtain extensive external data through cooperation and purchase, and interconnect it with internal operational data to expand data collection. To strengthen the correlation and verification of multi-source data, and at the same time, rigorously screen the quality of control data, laying a good foundation for big data analysis.
3 How to use big data
Over the years, business operations data has been based on intuitive judgment and analysis. In the era of big data, fragmented data is everywhere, and there is no clear idea. It is impossible to get started. Losing it in massive data has become the core shortcoming of the big data era. At present, many e-commerce companies in China are blindly investing in big data and collecting more and more data, but most of these data are simply stored in the database, and they are not effectively analyzed and used, and these data are activated into e-commerce operations. key. To “live†big data, e-commerce data operators need to see the limitations of the data itself. On the one hand, the data of the enterprise improves what the user experience is; on the other hand, what problems or problems are solved when the enterprise uses the data. If e-commerce companies can maximize the value of data applications based on scenarios and related “live†data, then new business models will become possible, and if there is no solution to the problem, the company will miss out on development opportunities.
4 data security and privacy issues
On the one hand, a large amount of data collection, including a large number of business operations data, customer information, personal privacy and detailed records of various behaviors, the risk of data leakage will increase. E-commerce companies must prevent data from being lost on the cloud and prevent data from being stolen and tampered at the end. On the other hand, the ownership and use rights of some sensitive data are not clearly defined. Many big data-based analyses do not take into account the privacy issues of the individuals involved. 5 related management policies are not clear
In the era of big data, cloud computing will become the business model chosen by e-commerce companies, and its essence is data processing technology. Data is an asset, and the cloud provides a place and channel for data assets to be kept and accessed. The services provided by cloud computing include software services and application platform services as well as infrastructure services. However, China's current management policies and technical standards for cloud computing services are not yet clear.
(5) Development and application status
From IT to DT, the data gets the future. The rapid development of cloud computing and big data has set off a new wave of industry around the world, and human beings are rapidly moving from the IT era to the DT era. Ma Yun, founder of Alibaba Group, said, “The IT era is based on self-control and self-management, while the DT era is based on serving the public and stimulating productivity. It seems that there is a technical difference between the two. But in fact, it is the difference in the level of ideas. "The subversiveness and creativity of data is far from the limits of technology. It is far beyond what you think. In a sense, it can be said that the times change the data, and the data gets the future. E-commerce big data As an industry with a large data scale, several transactions and related services are bound to bring new benefits to enterprises and industries.
E-commerce big data transactions With the continuous establishment of big data exchanges, transactions are becoming more and more popular, transactions between different types of companies in the same industry, transactions of different industry data, future transactions in the same industry and different industries in big data will Bringing a qualitative leap to various enterprises and industries.
E-commerce big data to achieve transactions, will break the industry information barriers, optimize production efficiency, and deepen industrial innovation.
2. Market size and demand analysis
(1) Market size
According to the analysis of Guiyang Big Data Exchange, the market size of e-commerce big data application in 2014 was 633 million yuan. It is expected to increase by 38.33% to 876 million yuan in 2015 and to 40.257 billion yuan in 2020.
(2) Demand analysis
Big data is another subversive technological change in the IT industry after cloud computing and the Internet of Things, which will have a huge impact on the development of e-commerce. Today, e-commerce big data has been at the forefront of the era of big data, and is creating tremendous value in a variety of ways, and the current demand for e-commerce big data mainly has several aspects:
1 personalized and precise marketing
"Users are not easy to come, how can they not let him go", this is the desire of all e-commerce, how to quickly and accurately attract users to find the goods they want; how to increase the effective exposure of goods; how to meet the needs of users, recommend Its preferred products; how to improve the user's activity, reduce the user's abandonment rate, and this also urgently needs e-commerce big data to bring a good solution.
In general, relying on big data for precision marketing, the most important is user modeling, that is, user portraits. For example, how many times the user browses the same type of item and the time interval between the item that the user first browses and the item that is finally purchased. According to these characteristics, the user's shopping psychology can be analyzed, and then the shopping psychology of a certain category of goods can be obtained. For example, some commodity users are less likely to compare goods when they buy, but some have to shop around, and e-commerce can adopt targeted marketing methods based on this psychology. In addition, due to different community consumption levels and consumption habits, merchants can also use different data to analyze different products in different communities. Big data analysis can also improve user experience.
2 precision transportation
Tmall made an exploration to integrate control of express delivery. Tmall's "Double 11" generated a total of 152 million packages last year. Based on the data forecast and guidance of the rookie network, the express delivery company prepared sufficient capacity and route planning in advance to ensure that the goods were quickly delivered to consumers. On the day of “Double 11†alone, the major express delivery companies across the country handled more than 60 million packages.
Logistics companies urgently need scientific, refined and targeted meteorological services to minimize weather risks and ensure that goods arrive at the right time. According to the content of cooperation, relying on the fine-grained road traffic meteorological services such as live monitoring and forecasting, suggesting the location and destination direction of the driver of the logistics vehicle, the high-risk weather conditions that will occur or have occurred, and prompting to take the speed reduction or parking in time. Avoiding methods such as reducing the chance of a car accident in a transportation vehicle. According to the survey data, the application of meteorological information is playing an increasingly important role in the social logistics. For example, DHL uses weather data to escort its operations on more than 3,000 flights and tens of thousands of transport vehicles every day.
3 data storage
In the 21st century, the amount of data is growing at an extraordinary rate. The proportion of unstructured data such as video, audio, Weibo, website browsing, web page comments, and online consumption data is increasing, and storage is facing new challenges. Traditional data storage can no longer be satisfied with the status quo, and the demand for e-commerce big data is constantly being pushed to new heights.
Unstructured data is growing very rapidly, and in addition to the new amount of data, data protection is also considered. Back and forth backups, the data has increased several times, and the growth of data capacity has brought a lot of pressure on enterprises. How to improve the efficiency of storage space and how to reduce the amount of data that needs to be stored has become an issue to be considered by enterprises. There are some optimized technologies for storage capacity, such as deduplication (for structured data), thin provisioning, and tiered storage, all of which are the most important and effective techniques for improving storage efficiency. If there is no virtualization and storage utilization is only 20-30%, by using these technologies, the utilization rate is increased by 80%, and the available capacity is more than doubled. Combined with deduplication technology, backup data volume and bandwidth resource requirements can be reduced by more than 90%.
3. Market competition pattern
With big data analysis, e-commerce can not only improve the success rate of marketing to buying behavior, but also reduce marketing costs, and make products more suitable for users' needs and help enterprises to enhance their competitiveness. Therefore, mastering the “huge amount†of user data is a prerequisite for big data analysis. At present, domestic e-commerce giants, such as Alibaba, Baidu, Jingdong, etc., have accumulated a certain amount of user data based on years of e-commerce actual combat, and have grasped the opportunities in the big data analysis war. In the application of big data, Alibaba took the first step and took advantage of the natural advantages of the platform to make such data the ultimate. The representative is “Taobao Data Cubeâ€.
Jingdong is taking the road of O2O retail big data integration. In March of this year, Jingdong signed a cooperation agreement with 10,000 convenience stores in 15 cities across the country, claiming that it will deliver convenience stores for one hour. JD provides a variety of location and platform support for partners, and conducts data analysis on sales, routes, conversion rates, and user habits of convenience stores to improve store sales performance. Jingdong uses this to achieve data harvesting from online to offline.
Baidu is not far behind. On New Year's Eve in 2013, CCTV News launched the "News" saying that the Spring Festival, the first time using Baidu map positioning big data, Baidu index to interpret Spring Festival, New Year's Eve, New Year's Eve and other news. The ingenious combination of big data and news has become one of the most successful innovations in CCTV news programs in recent years. In addition, Internet giants such as Tencent have also made significant investments in big data, which can be said to be "no data, no interconnection." Big data has also become a worldwide competition. Professor He Qiang of the Central University of Finance and Economics pointed out that acquiring and controlling massive amounts of data on the Internet is becoming an important strategic tool for countries in the world to compete for control of the information society in the next 20 years. The Obama administration has also referred to big data as "new oil in the future." Therefore, the more data the e-commerce industry has in grasping users, the more accurate the customer's potential consumption behavior can be predicted.
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