As one of the largest clothing markets in the world, China has become the final market for many international clothing brands. With the rapid development of China's e-commerce platform, the digitalization process of international clothing brands in China is also speeding up, and brands have laid out their own e-commerce in China.

As the largest overseas market of the brand, the brand has made great efforts to develop e-commerce in China. While building its own e-commerce, it urgently needs a complete set of data underlying platform designed to match the requirements of e-commerce according to the brand's own ideas, so as to accommodate and manage massive data analysis and other processing.

In this context, as a trusted long-term partner of the brand, whale has already contained a rigorous and sound service system required by Japanese enterprises in its corporate culture. With the help of the ODS embedded system products and DMP related data platform products in the whale strategy marketing cloud, whale strategy works with the brand to design and build a data underlying platform that conforms to the brand's own concept, integrate the complex and fragmented massive data, realize data commercialization and business digitalization, and complete precision marketing through data-driven business.

The self built e-commerce data platform built by whale for the brand is based on the combination of kappa architecture and lambda architecture, which not only meets the needs of historical data analysis, but also meets the requirements of real-time data. In the process of implementation, the data platform combines cloud native technology and adopts the technology of separation of computing and storage to integrate the brand's EC e-commerce, store, member, commodity and other master data, offline store data, intelligent marketing terminal data, behavior buried point data and other complex and scattered data, and realize accurate user marketing through data-driven business analysis and decision-making.

Whale has built a big data BI system architecture for the brand's online official website in mainland China and Hong Kong, China respectively, which can monitor online sales transactions and access traffic conversion in real time; By accessing back-end order data, coupon data and various master data, the front-end traffic data can be collected. After the data is obtained, various business reports can be customized and developed according to the needs of the brand, so that the brand can monitor the sales and traffic data, resume marketing activities, formulate business plans, use data to drive business analysis and decision-making, and truly realize digital marketing.

After delivery, the brand e-commerce data platform built by whale can provide the brand with real-time reports, including sales reports, traffic reports, product reports, activity analysis and other four categories of reports, with a total of more than 220 real-time calculation index data delivered. In combination with the needs of the brand marketing automation project, whale has gradually built a data center and built theme centers such as order center, traffic center and member center. It can receive, filter, calculate and output data in the highly available streaming computing framework, and provide the data required by customers in real time for subscription and consumption by different data users. More than 70 middle office label data have been completed. And can carry out real-time application - marketing message push.

Through this cooperation, the brand hopes to continue to optimize the construction of the data platform together with whale in the future, from the data collection of the online data platform to providing more Ma product tools for the brand to output data for the business end. From online to brand offline stores, help brand offline stores to complete the construction of a complete set of data closed loop integrated with online. The brand is expected to make full use of digital technology to provide better services for Chinese consumers.