线下鞋类门店产品关注度数据采集系统的设计及实证研究

In the age of big data, how to collect and process data has become paramount mission for footwear brands; meanwhile, information asymmetry between supply chain and demand chain also drives enterprises to pay more attention on data collection in both sides. Sales terminal is an important demand-side carrier in the retail industry, and its data style is multiple dimensional, particularly for the offline sales terminal which includes data such as consumers, products, promotions etc. However, studies focused on the offline retailing stores were rare. Therefore, the purpose of this study was to design a set of data collection system to collect how many times the products were concerned by consumers, and to apply this system to explore the performance of sandals from a domestic footwear brand. Data collection system based on radio frequency technology was first developed and they were installed in the offline stores. Then, through a summer's collecting, relationship between the number of times a product is followed and the number of sales is analyzed. Results show that proof from attention data obtain in this study, we demonstrated that female sandals were classified as short life cycle products in the market. This quantitative research on the consumption behavior provided a new thinking direction for analyzing the footwear sales terminal data.