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The era of big data, bathroom marketing how to "start"
In the age of big data, the market has become more transparent than ever before. When promotions can truly understand customer needs and identify effective audiences—not just the largest ones—they can achieve significant breakthroughs. Big data offers this opportunity, but it also brings challenges. The market has become chaotic, and consumers are not always as sharp as Sherlock Holmes in making choices. So, how should companies approach marketing in the era of big data?
First, they need to find the right entry point. For example, after the release of a movie trailer called “Little Times,†social media analysis revealed that the main audience was young women born in the 1990s. Based on this insight, the marketing strategy was tailored to reach this group effectively. Others have succeeded for a reason. Now, with so much talk about big data, the real question is: How can we actually find the right entry point for big data-driven marketing?
In recent years, the sanitary ware industry has seen the rise of “brand alliances.†This happened because companies naturally formed groups based on their relationships. However, there were often mismatches between what was marketed and what customers actually wanted. Big data can help by showing the connections between brands and consumer preferences, similar to how JD.com uses “recommended bundles,†“popular combinations,†and “personalized recommendations.†If products with strong associations are grouped together, many of the issues faced by current “alliances†can be resolved.
Marketing today isn’t always clear-cut. Data is complex, and it’s hard to make sense of it all. If you think “big data†sounds too grand, you can call it “small data†instead. Data analysis has always been about understanding what really happened. For instance, when you log into Taobao, the first thing you check is a store’s sales performance. To assess service quality, you look at reviews and dynamic ratings. Similarly, when managing a WeChat official account, focusing on user engagement, click-through rates, and forwarding rates is essential. Through big data, airlines can predict ticket prices, helping travelers save money, while traffic data can help people avoid congestion and plan better travel times. Numbers reveal many hidden truths.
The role of price in consumer decisions is gradually decreasing. What matters most now is whether a product meets the user's needs. After each online promotion, major e-commerce platforms can track sales volume, product flow, customer reviews, and return rates for different categories—such as furniture, sofas, mattresses, textiles, and sanitary ware. These insights allow for precise rankings. For manufacturers, the real value of big data lies in its ability to tailor products to the exact needs of consumers, using the information gathered from these interactions.