很多做電子商務(wù)的老板之前想的就是，同行業(yè)的網(wǎng)站的營業(yè)情況，以評估自身的業(yè)務(wù)情況。很多人會撓頭，心說我又不是安插在對手公司的臥底，咋能知道對手的情況？ 面對這種課題，很多人都想的是找行業(yè)內(nèi)的熟人打聽，但這種途徑所獲知的信息，往往都帶有個人偏見或干脆就是對手放出來的煙霧彈。其實有一個簡單的辦法可以做到。首先，你要理解以下公式：銷售額 =  瀏覽量*轉(zhuǎn)化率*客單價，也就是說，你得知道對方的三個經(jīng)營要素，才可能算出對手的銷售額數(shù)據(jù)，而這三個數(shù)據(jù)，除了瀏覽量外，另外兩個都是不大可能從外部得知的。下面要說的就是如何去利用你自己的數(shù)據(jù)，來測算對手的數(shù)據(jù)。

Many want to do e-commerce is before the boss, the same site on the business of the industry to assess their business situation. Many people scratching their heads, the heart that I'm not placed undercover in a rival company, Zeneng that adversary? Faced with this issue, many people want is to find industry acquaintances find out, but this approach is informed of information, often with a personal bias or simply that opponents put out the smoke. In fact, there is a simple way to do so. First, you need to understand the following formula: sales = page views * conversion rate * customer unit, that is, you have to know the other three operating factors, it may calculate the rival's sales data, and these three data, in addition to views, the other two are unlikely to have learned from the outside. Here is how to say to use your own data, to measure counterparty data.

1、你測算的競爭對手網(wǎng)站，必須是你的同行，你不能把vancl的數(shù)據(jù)拿去和國美在線做測算，數(shù)據(jù)偏移量太大，沒意久。

2、你測算的競爭對手的規(guī)模不能大你太多，就像你不能把一個新建的B2C網(wǎng)站去和AMAZON做測算，規(guī)模越相似越容易算出來。

1, estimates of the competitor site you must be your peer, you can not vancl Naqu and GOME data online to do calculations, data migration is too big, not intended for a long time.
2, you can not measure the size of competitors much older than you, as you can not put a new B2C website to make estimates and AMAZON and scale more easily figure out the more similar.

開始取數(shù)據(jù)：

 

1、取得你的網(wǎng)站的轉(zhuǎn)化率數(shù)據(jù)，取得行業(yè)平均轉(zhuǎn)化率數(shù)據(jù)，比如10%

2、取得競爭對手的瀏覽量數(shù)據(jù)（ALEXA提供的即可），去掉瀏覽數(shù)據(jù)里面明顯不屬于客戶瀏覽的數(shù)值（比如是外貿(mào)網(wǎng)站，就有必要去掉來自中國的瀏覽量），如Alexa總流量是1萬ip/天，來自中國的是2000/天，則此數(shù)值是8000

3、客單價，這個稍微麻煩一點，如果你的競爭對手與你銷售的產(chǎn)品完全一致或幾乎一致，你可以代入自己的客單價，但如果對手的產(chǎn)品線的定價策略與你不太一致，那么你需要做大致的預(yù)估，預(yù)估的方式可以感性些，也可以理性些。 感性的方式就是打開對手網(wǎng)站，隨機瀏覽兩到三個品類的產(chǎn)品列表頁，看看這些產(chǎn)品價格大致在什么區(qū)間段，給出一個感性值。理性的方式是，取樣，然后做分段平均（描述太麻煩。。有數(shù)學(xué)基礎(chǔ)的自己想想）。最后得到一個平均產(chǎn)品單價，如80RMB。

4、取得你自己網(wǎng)站的平均每訂單購買產(chǎn)品數(shù)量，如1.3，乘平均產(chǎn)品單價，得到客單價80*1.3=104

 

好了，三要素齊全，結(jié)果如下

 

銷售額 = 8000*0.1*104 = 83200/天

 

單月銷售額249萬6千， 上下浮動比例20%（經(jīng)驗數(shù)據(jù)）

1, to obtain the conversion rate of your site data, the average conversion rate data to obtain industries, such as 10%
2, to obtain data on rival views (ALEXA can be provided), remove the view of data which clearly does not belong to customers browsing the values (such as a foreign website, it is necessary to remove from China's views), such as Alexa The total flow is 10,000 ip / day, from China in 2000 / day, this value is 8000
3, customer unit, the little trouble that if your competitors and your product sales, or almost exactly the same, you can enter your own customers on behalf of unit price, but if the opponent's product line pricing strategy and you are not the same, then you need to do a rough estimate, the estimated perceptual some ways, you can also more rational. Emotional way is to open a rival site, random visit two to three category's product list page to see the price of these products generally range in what section, gives an emotional value. Rational way, sampling, and then make sub-average (described in too much trouble.. A math-based Think for yourself). Final product by an average unit price, such as 80RMB.
4, get your own website, the average quantity of each order to purchase products, such as 1.3, by the average product unit price, get-off unit 80 * 1.3 = 104

Well, three elements are complete, the results are as follows

Sales = 8000 * 0.1 * 104 = 83,200 / day

Monthly sales of 2,490,006 thousand, plus or minus percentage of 20% (empirical data)