Provided in embodiments of the disclosure are methods, apparatuses, and computer-readable media for data processing. Location information and personalized information of a user are obtained in real-time; then a target spatial region corresponding to the location information is determined, the target spatial region including at least one physical object matching the personalized information; and then shopping guide data is generated for the user based on the at least one physical object matching the personalized information. By obtaining the real-time location of the user in combination with the personalized information of the user such as a purchase preference of historical purchase behavior, a shopping place and a branded shop near the user are provided to guide the user to perform in-store shopping, thereby improving purchase efficiency for the user, effectively providing personalized shopping recommended content to the user, and greatly improving purchase experience of the user.