The project provides insights into the high-end fashion accessories industry, focusing on consumer dynamics and the need for a more detailed understanding of consumer preferences. It introduces the concept of six strategic consumer groups based on their willingness to consume and decorative needs. These groups are characterized by their fashion preferences and usage scenarios. Additionally, the project offers operational suggestions and case studies for targeting different consumer groups within the industry, emphasizing the importance of understanding and catering to the specific characteristics and needs of each group.
The project utilized Python, SQL, Excel, etc. Based on Kmeans Clustering, Multivarite Regression, Neural Networks along with other statistical methods, the project proposed and designed a set of operational strategies as well as toolkits for online merchants to utilize in their marketing and sales efforts. We tried to promote an accurate and customized advertisement strategy.
You can find the full white paper here.
The report is in Chinese, if you want further information, please contact me directly by email