拼多多平台短袖衬衫消费偏好分析数据

通过收集和分析全国范围内有对短袖衬衫产品交易行为的省份以及相关消费数据，深度洞察拼多多平台用户的消费偏好（如款式、材质、颜色、价格等），可应用于对公司内部运营的优化与重塑以及服装行业整体协同增强。对公司内部而言，对于高偏好品类，可以提前锁定优质面料供应商，优化采购成本，可灵活调整生产线，降低原材料和成品库存的资金占用，显著提升库存周转率。对于服装行业而言，可以行业协同共同开发更符合市场需求的新品，从源头优化产品设计，增强供应链条的响应速度与竞争力。从而为本行业的全链条企业制定生产销售策略提供数据支撑，更好地为客户提供个性化的商品和服务。1、数据采集：采集全国范围内短袖衬衫产品销售交易数据以及其他所有品类产品消费数据。（“订单店铺来源”中的GXG拼多多奥莱店即为拼多多平台GXG男装官方奥莱店）2、数据处理，对采集到的数据进行分类、梳理，便于分析使用。3、算法加工：将处理后的数据进行分析：全品类产品平均订单金额＝全品类产品销售额/全品类产品订单总数量（保留两位小数），偏好指数L（短袖衬衫）＝（短袖衬衫销售额/全品类产品平均订单金额）*（全品类产品订单总数量/全品类产品销售额），用于将算法确定为基于全品类产品平均订单金额的需求量进行计算。数据为整理后状态，主要根据产品种类汇集，不完全按照时间先后顺序；订单可能存在捆绑/拼单/活动优惠，同品牌短袖衬衫产品单价在各区域、不同时间的差价忽略不计，因此全品类产品销售额/全品类产品订单总数量≠某品类产品销售额/某品类产品订单总数量，全品类数据由多个品类消费偏好数据集合汇总得出，依据行业经验采用全品类产品平均订单金额进行标准化算法处理。4、数据分类分级复用：根据计算出的偏好指数，L>5.0记为高偏好品类，1.0＜L≤5.0记为中偏好品类，1.0≥L记为低偏好品类，根据等级安排更精准的生产营销策略，例如：加大高偏好品类的铺货量等。

By collecting and analyzing transaction data and related consumption data of short-sleeved shirt products across all provinces nationwide, this work provides in-depth insights into the consumer preferences of Pinduoduo platform users (such as style, material, color, price, etc.), which can be applied to optimize and restructure the company's internal operations and enhance overall collaboration within the apparel industry. For the company itself, for high-preference product categories, we can secure high-quality fabric suppliers in advance, optimize procurement costs, flexibly adjust production lines, reduce capital tied up in raw material and finished product inventories, and significantly improve inventory turnover rate. For the apparel industry, industry collaboration can be carried out to jointly develop new products that better align with market demand, optimize product design from the source, and enhance supply chain responsiveness and competitiveness. This provides data support for full-chain enterprises in the industry to formulate production and sales strategies, so as to better provide personalized products and services for customers.
1. Data Collection: Collect sales transaction data of short-sleeved shirt products and consumption data of all other product categories nationwide. (The "GXG Pinduoduo Outlet Store" in the "Order Store Source" field refers to the official GXG men's clothing outlet store on the Pinduoduo platform.)
2. Data Processing: Classify and organize the collected data to facilitate analysis and utilization.
3. Algorithm Processing: Analyze the processed data as follows:
Average Order Value (AOV) of all product categories = Total sales revenue of all product categories / Total number of orders for all product categories (rounded to two decimal places)
Preference Index L (for short-sleeved shirts) = (Sales revenue of short-sleeved shirts / AOV of all product categories) * (Total number of orders for all product categories / Total sales revenue of all product categories), which is calculated based on the demand derived from the AOV of all product categories.
The data is in a consolidated state, primarily aggregated by product category and not strictly ordered chronologically. Orders may involve bundling, group purchases, or promotional discounts, and price differences of the same-brand short-sleeved shirts across different regions and time periods are disregarded. Therefore, Total sales revenue of all product categories / Total number of orders for all product categories ≠ Total sales revenue of a single product category / Total number of orders for that single product category. The aggregate all-category data is compiled from consumption preference datasets of multiple product categories, and standardized algorithmic processing using the AOV of all product categories is adopted based on industry experience.
4. Data Classification, Grading and Reuse: Based on the calculated preference index, categories with L>5.0 are classified as high-preference categories, 1.0<L≤5.0 as medium-preference categories, and L≤1.0 as low-preference categories. More precise production and marketing strategies can be formulated based on these grades, such as increasing the stocking volume of high-preference product categories.

搜集汇总

背景与挑战

背景概述

该数据集聚焦拼多多平台短袖衬衫消费偏好，包含2024年全年2386条交易记录，涵盖颜色、尺寸、地理位置等关键字段，通过偏好指数算法识别高偏好品类，旨在帮助企业优化库存和供应链，并为服装行业提供数据支撑以开发市场导向产品。