Omnichannel Insight Data Source Panorama
Understand where data comes from, what it looks like, and how to use it — build your own data worldview.
Why You Need a "Map"
You're not short on data. Chanmama shows sales, Feigua shows influencers, Tmall shows conversion rates. But after you've seen the numbers — what then? They all tell you "what happened," never "why it happened" or "what to do next."
voc.market believes the real bottleneck is never data volume — it's that data sources don't talk to each other. You know a competitor did ¥10M this month, but not how much came from influencers vs. livestream vs. organic. You see a category rising, but not why consumers are choosing it, what the alternatives are, or how long the trend will last.
That's what this panorama addresses. It's not another data catalog — it's a structural map of how data relates, layers, and connects causally. With it, you'll know: what business question each layer answers, how layers cross-validate each other, and how to assemble the right data decision system for your current growth stage — at the lowest cost.
Core Framework
Five-Layer Architecture: From Foundation to Rooftop
Downward: data gets more raw. Upward: data gets smarter.
Layer 1 · Your Base
Your own store and advertising data
Many jump straight to competitor analysis. But if you don't know your own numbers, competitor data is just noise. Base layer data is all free — enterprises pay for the pipeline, not the data.
| Platform | Data | Vendor | Annual Cost |
|---|---|---|---|
| Douyin Shop | GMV, orders, traffic sources, self vs KOL | Douyin API / Ocean Engine | Free |
| Qianchuan | Ad campaigns, spend, impressions, ROI | Qianchuan API | Free |
| Tmall Data | Store GMV, SKU sales, visitors, conversion | Taobao Open Platform | Free~¥12K/yr |
| JD Insights | Orders, avg order value, repurchase rate | JD Open Platform | Free~¥12K/yr |
Questions Answered
Layer 2 · Your Sensory Antennae
Omnichannel social content — what users say, search, watch, and trust
Only watching your own store data is being blind. Before entering your store, users have already watched 30 short videos, searched 5 keywords, and read 3 seeding notes. These determine whether they'll buy from you.
| Platform | Data | Vendor | Annual Cost |
|---|---|---|---|
| Douyin Content | Short videos, topics, creative | Feigua | ¥30~50K/yr |
| XHS Content | Notes, seeding, brand volume | Qiangua | ¥30~80K/yr |
| Sentiment Monitoring | Brand volume, sentiment, alerts | Sentiment Platform | ¥50~150K/yr |
| WeChat Ecosystem | Official accounts, video accounts | Newrank | ¥20~80K/yr |
Questions Answered
Layer 3 · Your Decision Brain
Competitor data, category trends, consumer profiles — answering "where to strike"
The most critical and expensive layer. Each vendor is irreplaceable: Chanmama for e-commerce transactions, Feigua for content, Moojing for cross-platform, Ocean Engine as the only official Douyin consumer insight source. This is why large enterprises must buy 4-5 simultaneously.
| Platform | Data | Vendor | Annual Cost |
|---|---|---|---|
| Douyin Competitor | Competitor GMV, sales, share | Chanmama | ¥50~150K/yr |
| Tmall Competitor | Competitor SKU, category rank | Moojing | ¥80~150K/yr |
| Consumer Search | Keyword trends, demand trends | Ocean Engine Cloud | ¥100~300K/yr |
| Cross-Platform | Taobao+JD+PDD+Douyin+Kuaishou | Moojing | ¥150~300K/yr |
Questions Answered
Layer 4 · Your Action Guide
KOL selection, livestream optimization, content deployment
The execution layer turns strategic insights into concrete actions. Without it, the best analysis conclusions remain theoretical.
| Platform | Data | Vendor | Annual Cost |
|---|---|---|---|
| KOL Selection | KOL database + performance + audience | Chanmama | ¥50~100K/yr |
| Livestream Ops | Comment analysis, viewer drop-off | Livestream Platform | ¥20~50K/yr |
| XHS KOL Seeding | KOL filter + seeding effect | Qiangua | ¥30~80K/yr |
| Kuaishou/Video | Cross-platform KOL | Livestream Platform | ¥20~50K/yr |
Questions Answered
Layer 5 · Your Command Center
Unify data from all four layers, build consistent metrics and dashboards
The most expensive layer, but the most valuable. Otherwise: Chanmama says ¥1M, Feigua says ¥800K, Tmall says ¥900K — which do you trust? Traditional solutions cost ¥1-5M/yr for this layer.
| Platform | Data | Vendor | Annual Cost |
|---|---|---|---|
| Data Platform | Multi-source aggregation, unified metrics | Guandata / DIY | ¥300~500K/yr |
| BI Dashboards | Dashboards, automated reports | FineBI / Guandata | ¥100~300K/yr |
| AI Analysis Engine | Smart analysis, strategy recommendations | Consulting / VOC Skill Pack | ¥500K~1M/yr |
Questions Answered
Panorama: One Table, Full Picture
| Layer | Your Role | Core Question | Traditional Cost | Skill Pack |
|---|---|---|---|---|
| Base | Base Guardian | How much did I sell? Profit? | 0~5万 | ✅ Built-in |
| Content | Scout | User sentiment? Competitor moves? | 15~50万 | ✅ Built-in |
| Insight | Strategist | Where to strike? Against whom? | 30~80万 | ✅ Built-in |
| Execution | Commander | Who executes? How? | 10~30万 | ✅ Built-in |
| Integration | General | Full picture? Next move? | 100~500万 | ✅ Built-in |
| Total | — | — | ¥1.55~3.65M/yr | ¥299 |
Data Asset Checklist: What You Actually Own
Your omnichannel data coverage after connecting the VOC Skill Pack
🛒 Domestic E-com (6)
- Douyin: Store + Competitor + KOL
- Tmall/Taobao: Store + SKU
- JD: Store + Benchmarking
- PDD: Store + Monitoring
- XHS: Store + Notes + KOL
- Kuaishou: KOL + Livestream
📱 Domestic Social (5)
- Douyin: Short video + Topics
- XHS: Notes + Seeding
- Bilibili: Brand mentions
- WeChat: Official + Video
- Weibo: Sentiment + Trends
🌍 Cross-Border + AI
- Amazon: Competitor + Reviews
- TikTok Shop: Commerce + KOL
- Instagram: Social + KOL
- Shopee/Lazada: SE Asia
- + AI Auto-Reports
- + Trend Analysis & Prediction
Different Stages, Different Configurations
Each layer can be activated progressively — no need to do everything at once
Startup
Revenue < ¥10M
Base + Content
See the market clearly before attacking
Growth
Revenue ¥10M~100M
+ Insight Layer
Benchmark competitors, find differentiated positioning
Mature
Revenue ¥100M+
All 5 Layers
Integration layer is the core moat
Data Partners by Layer
VOC.market invests ~¥5M annually in deep partnerships with these data providers — no separate procurement needed.
Content
Feigua, Qiangua, Newrank, Sentiment, E-com Listening
Insight
Chanmama, Moojing, Ocean Engine, Overseas
Execution
Livestream Data Platform
Integration
Guandata, FineBI
A ¥5M Map, Starting at ¥299
The enterprise way: build a data team (¥0.6-1M) + procure 4-6 vendors (¥0.8-1.5M) + build a data platform (¥0.3-0.8M) + hire consultants (¥0.5-1M). After 12 months, a basic closed loop finally runs.
What voc.market did: starting at ¥299, ready out of the box, pay per actual usage.
Data pipelines? Built. Industry templates? Baked in. AI analysis engine? Embedded. You only need to do one thing: ask your question.
Beyond Just Data
From Data Panorama to AI-Powered Decisions
All five layers are built into the skill pack. No need to procure data sources one by one, no need to build pipelines — open the skill pack, ask your question, and AI outputs a professional analysis report in minutes.
Explore the Insight Skill FactorySolve Marketing Losses at the Root
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