| 1. How is the ZDC concern index calculated? |
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| ZDC counts the degree of attention to products and brands according to the massive users who visit Zhongguancun Online and its sub stations and cooperative websites every day, and calculates the ZDC attention index through weight analysis of product attention, brand exposure and channel coverage. This indicator is a weighted composite index, which mainly reflects the degree of attention and brand influence of brands and products in the market. |
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| 2. What is the statistical principle of ZDC focus index? |
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The ZDC focus index adopts the hierarchical weighted composite index compilation method, and its basic statistical principle is:
(1) First level indicators such as brand, product and channel are selected according to the degree of market attention, and a certain number of second level indicators are subdivided respectively to determine the weight of first level indicators and second level indicators;
(2) Calculate the actual value of each indicator obtained from 0:00 to 24:00 every day;
(3) The index is weighted hierarchically according to the actual value obtained, and the weighted value is the daily attention index;
(4) According to the daily attention index, calculate the attention index of weekly, monthly, quarterly, annual and other time periods. |
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| 3. What is the research process of ZDC focus index? |
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| 4. What is the research model of ZDC's focus index? |
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| 5. How long is the update cycle of ZDC's attention ranking? |
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| The ZDC attention index is updated once a day, and the attention ranking list can provide a time interval of one week, one month, one quarter, half a year, and one year. |
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| 6. Why does ZDC pay attention to the ranking list have a strong reference significance? |
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The ZDC attention ranking is based on the ZDC comprehensive attention index. The ZDC comprehensive attention index is the degree of network users' attention to a specific brand or product in a certain period, showing the distribution characteristics of market attention. The comprehensive attention index has a two-way guiding significance for both manufacturers and consumers.
From the perspective of manufacturers:
On the one hand, the comprehensive attention index indicates consumers' attention to products and services, which is a direct feedback of consumers' attention to manufacturers' brands, products and other related information, and reflects consumers' preference for brands or products with certain characteristics and the concentration of their attention.
It is a series of processes from the generation of consumption motivation to the occurrence of purchase behavior. At the forefront of this process, attention index can be used to acutely and effectively analyze consumers' consumption orientation and trend, playing a role in sales forecasting and indicating the direction of market development.
On the other hand, the attention index can sensitively and quickly reflect the effect of manufacturers' promotional activities and marketing, that is, the influence and coverage among consumers. Because of this function, The ZDC comprehensive attention index can give early warning to manufacturers about consumers' attention to and impact on adverse events in the market.
From the perspective of consumers:
The comprehensive attention index indicates the characteristics of the overall market consumption trend and determines the market mainstream. For consumer individuals, it plays a role in understanding the consumer orientation of social groups and recognizing the mainstream of the market. |
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| 7. Where does the data of ZDC's focus index come from? |
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The data collected by ZDC attention index are all from the "China Internet User Attention Analysis System" independently developed by ZDC. At present, there are two ways to source the data of this system:
Collect data through ZOL product library and quotation library
Collect data through ZOL partner platform, such as portal websites such as 21CN ZOL national substation ZOL database cooperation website.
As ZDC focuses on the development of ranking, more partners will provide computing data through different data platforms. |
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| 8. How to identify the data source of ZDC's focus index? |
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ZDC assumes that when users pay attention to a brand or product, they will query the product library or quotation library. Once they have these behaviors, ZDC will immediately record the cookies of specific users and track their behaviors.
At the same time, it is also assumed that if the user only quickly opens the product library or quotation library, and does not see the end of the web page, the cookie is invalid and does not enter the research scope of ZDC. Because such behavior is very accidental, it is likely that the user mistakenly opened the page of the product library or quotation library, which is difficult to explain that the user really cares about the product or brand.
After obtaining the previous data, ZDC will carry out strict screening through data cleaning or later cross analysis, weighted processing, etc. to ensure data quality. |
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| 9. How much data does ZDC pay attention to? Is the user distribution representative? Is there enough data? |
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ZOL has a complete IT product database since 2000. As of January 2006, the product database has 110 product categories and nearly 50000 product detailed data. ZOL has more than 1.5 million registered users and more than 500000 independent visitors every day. The huge user group ensures the effective recovery of huge sample size.
ZDC is a research center based on ZOL (www.zol. com. cn), ZOL is the most commercially valuable IT professional website in Greater China. Its core business is to provide domestic computer DIY knowledge, hardware business information, shopping guide information and e-commerce services. Therefore, users browsing ZOL's website are mainly actual consumers and potential consumers of IT products, which determines that such users are strongly representative of the survey objects and can objectively and truly reflect the current consumption status of Internet consumers on IT products. |
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| 10. What can we do to improve our position in ZDC's attention ranking? |
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ZDC's focus ranking is based on the brand or product focus index, and the source of the focus index is based on product focus, brand exposure and channel coverage, with product focus as the core.
The factors that affect product attention are: the number of product lines, the integrity of product parameters, the price of products, the product model and the update frequency of prices, etc.
The factors that affect brand exposure are: the number of product types associated with the brand, the comprehensive popularity of the brand, the activities and promotion of the manufacturer, and so on.
The factors influencing the channel coverage include the coverage of dealers, the maintenance of dealers, etc.
However, the above methods are not absolutely effective. Ultimately, it depends on whether users are willing to follow and click. |
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| 11. Why is there a gap between my position in the ZDC attention ranking and the market sales ranking? |
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| The following ranking of ZDC reflects the degree of users' click on a brand or a product in a certain period of time. Manufacturers or dealers can refer to the data for reference and prediction of their sales, but they cannot be completely equivalent to their sales. |
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| 12. How can I give feedback if I disagree with the results of ZDC's attention to the ranking? |
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Welcome to report the situation to ZDC. You can contact ZDC in the following ways:
1) E-mail: zolzdc@zol.com.cn
2) Tel: 8610 62550505
3) Fax: 8610 62529275 |
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| 13. If my brand or product is not included by ZDC for the time being, can I apply for joining? |
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| You can contact ZOL Marketing Department at 8610 62550505 ext. 8112, Ms. Huang. |
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