As one of the world's largest apparel markets, China has become a crucial market for numerous international fashion brands. With the rapid development of China's e-commerce platforms, international apparel brands are accelerating their digital transformation in the country, with many establishing their own proprietary e-commerce platforms.

While aggressively developing its e-commerce presence in China, Sweaty Betty urgently needed a comprehensive e-commerce data infrastructure platform (EC-BI) aligned with its brand philosophy—capable of storing and managing massive data volumes while enabling sophisticated analysis.

As a trusted long-term partner, Whale provided Sweaty Betty with a complete service system. Leveraging our ODS data tracking system and DMP data platform products, we collaborated with Sweaty Betty to design and build a data infrastructure platform (EC-BI) that reflects the brand's values. This platform integrates complex, fragmented, and massive datasets, enabling data-driven business operations and business-oriented data utilization—ultimately driving precision marketing through data.

The proprietary e-commerce data platform built by Whale for Sweaty Betty combines Kappa architecture with Lambda architecture, meeting both historical data analysis requirements and real-time data processing needs. During implementation, this cloud-native platform adopted a compute-storage separation approach, integrating Sweaty Betty's e-commerce, store, membership, and product master data, along with offline store data, intelligent marketing terminal data, and behavioral tracking data. This integration broke down data silos, clearing obstacles for data-driven business analysis and decision-making.

Whale established separate big data BI system architectures for Sweaty Betty's mainland China and Hong Kong online official websites. These systems enable real-time monitoring of online sales transactions and traffic conversion, incorporating backend order data, coupon data, and other master data while tracking frontend traffic through data collection. Custom business reports developed according to brand needs allow Sweaty Betty to monitor sales and traffic metrics, review marketing campaigns, and formulate business plans—truly achieving data-driven business analysis and decision-making.

Upon project completion, the e-commerce data platform delivered by Whale provides Sweaty Betty with various real-time reports across four categories: sales reports, traffic reports, product reports, and campaign analysis — delivering over 220 real-time calculated metrics. To meet brand marketing automation requirements, Whale progressively built a data middle platform, establishing thematic centers including order center, traffic center, and membership center. Within a highly available stream computing framework, the platform completes data reception, filtering, calculation, and output, providing real-time data for different subscribers. The platform has completed over 70 middle platform tag datasets and enables real-time applications such as Marketing Notifications.

Through this collaboration, Sweaty Betty looks forward to continuing to optimize its data platform construction with Whale—extending from online e-commerce platforms to offline brand stores to complete an integrated online-offline data closed-loop system. We're excited to see Sweaty Betty leverage digital technology to provide enhanced services for Chinese consumers.