始越公司：以数据洞察提升获客能力

Tyrex, a high-end outdoor sports brand focusing on outdoor experts and urban elites, has developed steadily since it entered the Chinese market, but it is still a brand with small customer base. Considering that the growth rate of direct e-commerce is far faster than that of the market, Tyrex planned to make a breakthrough in the performance of direct e-commerce. In 2018, its e-commerce sales target was 55 million, with a growth rate of 49%; while the marketing expenses remained at 3.37 million, with a cost ratio of 7%. Moreover, Tyrex has been implementing the strategy of high per customer transaction and full-price sales, which was obviously challenging to achieve. By September 2018, Zhou Xu, head of the e-commerce channel, began to feel anxious: in the first three quarters, the company only achieved 75% of its e-commerce performance goal. Zhou Xu understood that improving efficiency, especially improving the efficiency of e-commerce to obtain customers, was the only feasible way. How to use big data technology and digital means to continuously improve e-commerce delivery strategy?