By comparing the search index of users on national PC+ mobile devices in the past six months with the related keywords of domestic mainstream e-commerce platforms, the following conclusions are observed:
1), the overall trend of these words is that they fall to a low point on weekends, but there are many products. On the contrary, their search trend rises to a peak on weekends;
2) In terms of search scale, we can see that the search index of Taobao and JD.COM is in the order of 1 00000, that of Pinduoduo and Amazon is in the order of 10000, and that of Netease koala is in the order of1000;
3) The lowest point of half a year's caller search is February 2, 20 19 to February 10, which coincides with the traditional Spring Festival in China. During this period, most China people are on holiday at home, and most express delivery stops are the main reason for the decline in search volume;
4) In addition, during the promotion period of 6 18, the search peak appeared in the past six months, which was related to related promotion activities;
5) The peak of search appeared in Pinduoduo 654381October 20th, which was related to the news that during this period, Pinduoduo "the overnight transaction volume of black and gray products reached 38 billion through platform loopholes";
6) Amazon's search peak appeared on April 29th, which was related to Amazon's clearance promotion activities in China during this period.
(Note: Amazon has previously indicated that it will stop providing seller services to third-party sellers on Amazon China website on July 18 this year. The closure of Amazon's local e-commerce business in China means that China consumers can't buy products from third-party sellers on Amazon platform in the future, but they can still buy goods from the United States, Britain, Denmark and Japan through Amazon's overseas purchasing platform. )
For the convenience of observation, we take Taobao and JD.COM, which are similar in magnitude, as group A, Pinduoduo and Amazon as group B, and Netease koala as group C.
1. A set of data analysis:
Trend research: As can be seen from the above figure, the search trends of Taobao and JD.COM are basically the same, and the overall trend is that it drops to a low point on weekends. It can be seen that most of these users search on weekdays, and it is speculated that the main users are office workers.
Equipment research: As can be seen from the above figure, the search trend of related keywords on the PC side is consistent with the whole, and its overall trend is weeks, and it drops to a low point on weekends; On the other hand, on the mobile side, its search trend peaked at the weekend, which may be related to the habit of mobile users using related apps more than searching.
Regional research: An interesting phenomenon was found in regional research. In first-tier cities, provincial capitals and other developed areas, periodicity is consistent with the overall trend and the periodicity law is very significant, while in other areas, the regularity is obviously worse, but it still conforms to the overall trend. It is speculated that this phenomenon is related to the distribution of resident population structure in various regions, and may also be related to media promotion.
2. Group B data analysis:
Trend research: As can be seen from the above figure, the trend of Amazon search is consistent with that of Group A, with a weekly cycle, which drops to a low point on weekends, while the trend of Pinduoduo search rises to a peak on weekends. Presumably, the main reason is that users in Pinduoduo use more mobile terminals, which may be related to the target population in Pinduoduo.
Equipment research: As can be seen from the above figure, the search trend of related keywords on the PC side is consistent with the whole, and its overall trend is weeks, and it drops to a low point on weekends; On the mobile side, Amazon's search trends tend to be consistent, with no obvious peaks and valleys. It is speculated that its main battlefield is on the PC side.
Regional research: in regional research, we can see that Amazon search is consistent with Group A, and in developed areas such as first-tier cities and provincial capitals, the periodicity is consistent with the overall trend and the periodicity law is very obvious, while in other areas, the regularity is obviously worse; In Pinduoduo, the search trend is flat, close to the average level of first-tier cities, provincial capital cities and other developed regions, while in other regions, the periodicity is consistent with the overall trend, which is consistent with most users in the second, third and fourth tier cities and below in Pinduoduo.
3. Group C data analysis:
Trend research: As can be seen from the above figure, Netease koala search is consistent with the trend of Group A, with a weekly cycle and a trough on weekends.
Equipment research: As can be seen from the above figure, the search trend of related keywords on the PC side is consistent with the whole, and its overall trend is weeks, and it drops to a low point on weekends; On the mobile side, the periodicity is obviously weakened, which must be related to Netease koala users using mobile terminals more.
Regional research: a sketch. In regional research, we can see that Netease koala search is consistent with group A and group B. In developed areas such as first-tier cities and provincial capitals, periodicity is consistent with the overall trend, and the periodicity law is very significant, while in other areas, the regularity is obviously poor.
Regional distribution: As can be seen from the geographical distribution map, the search index of e-commerce platform is the highest in Guangdong Province, followed by developed coastal provinces and cities such as Beijing, Shanghai, Zhejiang and Jiangsu, and the Pinduoduo search index is higher in Shandong and Central China; By switching to the regional distribution map (schematic diagram), we can observe that Taobao has the highest search index in East China, followed by North China and South China, JD.COM has the highest search index in East China, its search index in North China is higher than Taobao, Pinduoduo has the highest search index in East China, and its search index in Central China is higher.
Age distribution: about 90% of e-commerce keyword searchers are in the age group of 20-49, of which 30-39 years old accounts for about 50% of the total search users, other 40-49 years old accounts for about 20%, and the same age group accounts for about 20%; In terms of age distribution, the proportion of users under 40 in Pinduoduo is lower than other platforms, but the proportion of users over 40 is higher than other platforms.
Gender distribution: There are more men than women searching for keywords in all e-commerce, and the proportion of users searching for Netease koala is close.
Interest distribution: Compared with users searching for keywords on other e-commerce platforms, users searching for Pinduoduo users are less interested in education and training, book reading, medical care, food and beverage, digital home appliances and tourism.
Summary: According to the analysis of users' search index on national PC+ mobile devices in the past six months, it can be observed that e-commerce search has obvious regularity, and there are significant differences in search trends and user groups between Pinduoduo and other e-commerce platforms.
References:
1, how to use Baidu index for data analysis?
Tencent uses four pictures to tell you what the users in Pinduoduo are like.
3. PPT Penguin Think Tank: Pinduoduo User Research Report.
4. The success of Pinduoduo is ultimately the evil of Tencent (this article only exists as a reference for critical thinking and does not represent the author's point of view).