美妆行业规模环比增长数据

此数据的核心是通过一定规模美妆行业用户新老客销售数据的环比分析，生成美妆行业销售规模变化趋势。此数据首先可以帮助企业进行市场趋势判断，协助调整产能、库存和营销投入；其次进行动态调整定价，需求扩张时减少折扣，提升利润；再次是对市场营销策略进行优化，识别新老客、会员非会员增长趋势，调整营销资源分配，结合增长率分析评估获客效率。最后市场判趋势研判、动态定价、营销策略优化、行业对标杆。

数据处理：
通过数云自研CRM系统采集全渠道交易数据、会员数据并进行加工。获取数据进行加工，单位为元、客户数为个。
数据加工：
1. 组成行业的用户样本筛选：用户最大根类目与行业一致;销售金额占比超过全店70%；用户最近12个月有连续的规模交易数据。
2. 订单新老客打标：根据历史全量交易数据计算每个客户的首次购买时间。若客户首次购买时间在统计时间段之前，则该笔订单标记为【老客订单】，否则为【新客订单】。
3.订单会员打标：根据【会员用户关系表】，用订单上的用户和客户信息关联会员状态。关联出客户会员状态为有效，则该笔订单标记为【会员订单】，否则为【非会员订单】。
4. R12指标：指最近12个月的指标数据；R13_24指标：指往前13-24个月的指标数据。
5. 新老客户数指标根据客户ID去重计数。
6. 指标环比增长=（R12指标-R13_24指标）/R13_24指标。

The core of this dataset is to generate the sales scale change trend of the beauty industry through month-on-month analysis of sales data of new and repeat customers in the beauty industry with a certain scale. This dataset can support enterprises in multiple aspects: firstly, judge market trends and assist in adjusting production capacity, inventory and marketing investment; secondly, dynamically adjust pricing, reduce discounts when demand expands to improve profits; thirdly, optimize marketing strategies, identify the growth trends of new/repeat customers and members/non-members, adjust marketing resource allocation, and evaluate customer acquisition efficiency by combining growth rate analysis. Finally, it supports market trend judgment, dynamic pricing, marketing strategy optimization and industry benchmarking.

Data Processing:
Omnichannel transaction data and member data are collected and processed through the self-developed CRM system of Shuyun. The processed data uses yuan as the currency unit and individual as the unit for customer count.

Data Processing Steps:
1. Industry user sample screening: Users whose primary root category matches the beauty industry, whose sales amount accounts for more than 70% of the total store's sales, and who have continuous scale transaction data in the most recent 12 months.
2. Order new/repeat customer labeling: Calculate the first purchase time of each customer based on full historical transaction data. If the customer's first purchase time is before the statistical period, the order is marked as [Repeat Customer Order]; otherwise, it is marked as [New Customer Order].
3. Order member labeling: Associate the membership status with the user and customer information on the order based on the [Member User Relationship Table]. If the customer's membership status is valid after association, the order is marked as [Member Order]; otherwise, it is marked as [Non-member Order].
4. R12 indicator: Refers to the indicator data of the most recent 12 months; R13_24 indicator: Refers to the indicator data from the 13th to 24th months prior to the statistical period.
5. The count of new and repeat customers is calculated by deduplicating customer IDs.
6. Month-on-month growth rate of indicators = (R12 indicator - R13_24 indicator) / R13_24 indicator.

搜集汇总

背景与挑战

背景概述

该数据集提供美妆行业销售和客户数据的环比增长分析，涵盖2024/3/1至2025/2/28的统计期，包括新老客和会员非会员的细分指标，每月更新1594条记录，旨在帮助企业优化市场策略和定价决策。