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Footwear Market Overview
Q3 2015
Contents
01 User interest in fashion category
02 Fashion brand popularity dynamics
03 Footwear assortment analytics
04 Interest seasonality in footwear
05 Footwear brand analytics
06 Regional user interest in Footwear
07 Competitive landscape
User interest in Fashion
Query dynamics
User interest growth in category
User interest growth forecast
User interest on online shopping in regions
User interest in Moscow, Saint-Petersburg vs. regions
User interest in Russia vs. CIS
01
User interest in Fashion
4
0.0% 0.1% 0.2% 0.3% 0.4% 0.5% 0.6% 0.7% 0.8%
2013
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2014
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2015
Feb
Mar
Apr
Category queries share in total amount of Yandex queries
62%
23%
11%
4%
Clothes Shoes Accessories Underwear
Query distribution by segments within the category
Queries related to the scope of clothing and shoe shopping make about 0,5% of the total Yandex queries.
Keywords on clothes are the most popular in the category. They made up more than 60% of all category keywords for last 12 months.
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
410,542,067 436,679,820
+6%
1 2 0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
2013
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2014
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2015
Feb
Mar
Apr
User interest in Fashion
In the last 12 months user interest in clothing and shoe shopping went up by 6%.
May’2014 – Apr’2015 May’2013 – Apr’2014
5 Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
44,586,888 54,043,079
+21%
1 2 0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
2013
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2014
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2015
Feb
Mar
Apr
User interest in Online Shopping
Growth of interest to keywords connected with user intent to buy online reached +21%.
May’2014 – Apr’2015 May’2013 – Apr’2014
6 Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
Query Dynamics within Category
User interest in clothes and shoes experience more significant seasonal changes than accessories or underwear.
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
2013 Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
7 Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
Clothes
Shoes
Accessories Underwear
The growth rate of the amount of queries in category (Impressions by quarters)
8
There was a significant decline of user interest in the category during the 1st half of 2014. But during the Q4 impressions increased to the previous level.
0
20
40
60
80
100
120
Russia CIS
Mill
ions
Q2 2014 Q3 2014 Q4 2014 Q1 2015
-17% +1%
+41%
-20%
-17% -9% +51%
+19%
0
10
20
30
40
50
60
70
Moscow and St.-Petersburg Russia (except Moscow and St.-Petersburg)
Mill
ions
Q2 2014 Q3 2014 Q4 2014 Q1 2015
-18% +1%
+38%
-28%
-17% 0%
+44%
-14%
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
Interest towards Category in Regions: CIS, Russia
The fastest growth of user interest in clothes and shoes is in CIS region. The growth of the category is quite steady in Russia but more rapidly in regions.
9
60%
80%
100%
120%
140%
160%
180%
200%
2013
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2014
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2015
Feb
Mar
Apr
CIS Russia (except Moscow and St.-Petersburg)
Moscow and St.-Petersburg
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
Interest towards Category in Russian Regions
Share of queries from users in the regions with the highest internet penetration (Moscow and Moscow region, St. Petersburg and the Leningrad region) is gradually reducing.
The audience is steadily being reallocated in favor to the regions.
10
58% 55% 56% 58% 58% 58% 61% 63%
42% 45% 44% 42% 42% 42% 39% 37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Summer 2013 Autumn 2013 Winter 13-14 Spring 2014 Summer 2014 Autumn 2014 Winter 14-15 Spring 2015
Russia (except Moscow and St.-Petersburg)
Moscow and St.-Petersburg
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
Regional Popularity
There is a fairly large margin of interest growth in Russian regions. The majority of traffic on clothing and shoe shopping comes from Central region. Thus, in Moscow popularity rate is 131%, whereas in most other Russian regions it is 80-120%.
North-West – 11% of queries Saint-Petersburg – 7% of queries Reg. popularity – 106%, 110%
Volga reg. – 13% of queries Reg. popularity – 83%
CIS – 18% of queries, Reg. popularity – 129%
South – 6% of queries Reg. popularity – 84%
Central district – 36% of queries Moscow – 26% of queries, Reg. popularity – 119%, 131%
Ural – 7% of queries Reg. popularity – 92%
Siberia – 8% of queries, Reg. popularity – 91%;
Far East – 2% of queries Reg. popularity – 114%
Wordstat.yandex.ru statistics, Jan 2015
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
Fashion Brand popularity dynamics
User interest in Russian online fashion retailers
User interest in International online fashion retailers
02
User interest Dynamics (based on retailers brands statistics)
13
For the last 12 months, interest in local online retailers has remained at the same level while the interest in international online stores has fallen by -9%. As a result, in January, their share has exceeded the share of interest in international retail sites (54% vs. 46%).
Online retailers share, January 2014
0
4,000,000
8,000,000
12,000,000
16,000,000
20,000,000
24,000,000
28,000,000
Russian online stores International online stores
May 2013 – Apr 2014 May 2014 – Apr 2015
0% -11% 60%
40%
Russian International
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
14
Online fashion retailers brand dynamics
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
2013 Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
Wildberries
Lamoda
Bonprix
Asos
Otto
Quelle
Witt
Sapato
Kupivip
La Redoute
Butik.ru
Tommy Hilfiger
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
15
Online fashion retailers popularity (Top-15 brands)
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
Russian online retailers
International online retailers
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
16
Online fashion retailers popularity (Positions 15-29)
0
50,000
100,000
150,000
200,000
250,000
300,000
Russian online retailers
International online retailers
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
17
Brand dynamics of Russian online retailers
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
2013 Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
Wildberries
Lamoda
Sapato
Kupivip
Butik.ru
Z95
Brand-in-trend (Names.ru) Boutique.ru
Trendsbrands
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
18
Variation in user interest in Russian online retailers
+13%
-2%
-50% -2% +3%
+22% -22% -16% -14%
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
Wildberries Lamoda Sapato Kupivip Butik.ru Z95 Brand-in-trend (Names.ru)
Boutique.ru Trendsbrands
May 2013 – Apr 2014 May 2014 – Apr 2015
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
19
Brand dynamics of international online retailers (Top-10 brands)
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
1,000,000
2013 Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
Bonprix
Otto
Quelle
Asos
La Redoute
Witt
Tommy Hilfiger
Yoox
Klingel
NET-A-PORTER
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
20
Brand dynamics of international online retailers (Positions 10-20)
0
5,000
10,000
15,000
20,000
25,000
2013 Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
NET-A-PORTER
Shopbop
Wenz
3suisses
Zappos
Luisaviaroma
Matches Fashion
Farfetch
Saks Fifth Avenue
Revolveclothing
Mytheresa
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
21
Variation in user interest in international online retailers (Top-10 brands)
-9%
-30%
-16% -10%
0% +5% +2% +11%
-18% -18%
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
Bonprix Otto Quelle Asos La Redoute Witt Tommy Hilfiger Yoox Klingel NET-A-PORTER
May 2013 – Apr 2014
May 2014 – Apr 2015
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
22
-18%
-2%
-10% -43%
-22%
-7% 0% +116%
-34%
+3% +23%
0
50,000
100,000
150,000
200,000
250,000
NET-A-PORTER Shopbop Wenz 3suisses Zappos Luisaviaroma Matches Fashion
Farfetch Saks Fifth Avenue
Revolveclothing Mytheresa
May 2013 – Apr 2014
May 2014 – Apr 2015
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
Variation in user interest in international online retailers (Positions 10-20)
Assortment Analytics: Footwear
User interest dynamics in shoes for men, women and kids
Interest distribution by types of shoes
Interest seasonality
03
Shoes query dynamics
The biggest interest to the shoes is observed in spring and autumn. Number of search queries on children’s and women’s shoes is two times higher than on the men’s.
24
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
2013 Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
Kids’ shoes
Women’s shoes
Men’s shoes
Interest distribution by type of shoe
Top-3 the most popular search queries are for sneakers, high boots and pumps, which make up almost 70%.
25
32%
19% 15%
13%
5% 4%
3%
2% 2% 1%
4%
Sneakers - 31,8% High boots - 19,6% Pumps - 14,6% Boots - 13% Sandals - 5,3% Flats - 4% Uggs - 2,9% Ballet flats - 1,8% Ballet flats - 1,8% Felt boots - 1,5% Other - 3,6%
(based on statistics for the last 12 months)
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
Interest seasonality in Footwear
04
Seasonal popularity of shoe types
Main growing segments by season
Seasonal popularity of shoes
27
Demi-season Summer
Demi-season Winter
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
2013 Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
Sneakers
Pumps
Flats
Ballet flats
0
500,000
1,000,000
1,500,000
2,000,000
2013 Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
High boots
Ankle boots
0
100,000
200,000
300,000
400,000
500,000
600,000
2013 Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
Sandals
Flip Flops
0
200,000
400,000
600,000
800,000
1,000,000
2013 Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
Boots
Uggs
Hessian boots Felt boots
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
Main growing segments (by seasons): Shoes
28
Growth of Interest in Spring Growth of Interest in Summer
Growth of Interest in Autumn Growth of Interest in Winter
© Yandex 2015
There is the decline of interest almost of all types of shoes in winter.
0
5,000
10,000
15,000
20,000
Uggs Felt boots Flip Flops
0
20,000
40,000
60,000
80,000
100,000
Sandals Flip Flops Clogs
0 500,000
1,000,000 1,500,000 2,000,000 2,500,000 3,000,000
0 500,000
1,000,000 1,500,000 2,000,000 2,500,000
Footwear brand analytics
Dynamics and distribution of brand queries:
• in luxury-segment
• in mass-segment
Geography of brand interest
TOP popular brands: dynamics and change of interest
05
Brands’ dynamics
Dynamics of brands’ query corresponds the generic queries in the category. However, the interest towards luxury brands is higher in pre-new year period.
30
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
2013 Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
TOP-40 mass brands TOP-40 luxury brands Generic category queries
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
Brand interest distribution
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015 31
64%
36% TOP-40 mass brands TOP-40 luxury brands
(based on statistics for the last 12 months)
25%
23%
6% 5% 4%
37% Adidas Nike Reebok Incity Ecco Other
(based on statistics for the last 12 months)
Interest in mass brands is almost 2 times higher than the interest towards luxury brands, according to the Top-40 of both groups.
First and second places divided between sports brand Nike and Adidas, their total share make up almost 50% of Mass Brands interest.
Luxury vs. Mass brands Top-5 brands
Top-20 popular mass brands
(based on statistics for the last 12 months)
32
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
Query dynamics of Top-10 mass brands
Undisputed leaders over the last 2 years are Nike and Adidas. 3rd place, depending on the month, divided between brands Incity, Reebok and Ecco.
33
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2013 Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
Adidas
Nike
Reebok
Incity
Ecco
Puma
Mango
Oodji
Zara
Converse
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
Change of interest to mass brands
34
+7%
+2%
+4% -16% -14%
+1% +1% -17%
+28% +35%
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
Adidas Nike Reebok Incity Ecco Puma Mango Oodji Zara Converse
May 2013 - Apr 2014
May 2014 - Apr 2015
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
Regional user interest in Footwear
06
Regional popularity: Shoes
36
Top 20 cities with the biggest number of queries for shoes.
0%
50%
100%
150%
200%
250%
300%
0%
5%
10%
15%
20%
25%
30%
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
Num
ber o
f que
ries
(per
mon
th)
Regional affinity
High regional popularity is observed in the cities of the CIS, especially in Ukraine.
82% 90% 89% 88% 88% 84% 83% 83% 83% 81% 81% 80% 80% 78% 77% 75%
18% 10% 11% 12% 12% 16% 17% 17% 17% 19% 19% 20% 20% 22% 23% 25%
TOTAL Low Boots Low Shoes
Felt boots Clogs Ankle boots
Boots Uggs High boots
Pumps Flats Sneakers Hessian boots
Ballet flats Sandals Flip Flops
Russia CIS
Russia vs. CIS: Shoes
37
Russia CIS
31%
20% 14%
13%
5% 4%
3%
2% 2%
2% 4%
Sneakers High boots Pumps Boots Sandals Flats Uggs Ankle boots Ballet flats Felt boots Other
34%
18% 15%
12%
7% 4%
3%
2% 1%
1% 3%
Sneakers High boots Pumps Boots Sandals Flats Uggs Ballet flats Ankle boots Flip Flops Other
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
49% 63% 63% 63% 58% 57% 56% 54% 54% 52% 49% 49% 48% 47% 45% 45%
51% 37% 37% 37% 42% 43% 44% 46% 46% 48% 51% 51% 52% 53% 55% 55%
TOTAL Uggs Low Boots Clogs Flip Flops Hessian boots
Low Shoes
Flats Felt boots Ballet flats Sandals Boots Sneakers High boots Ankle boots
Pumps
Moscow & St.Petersburg Russian Federation: regions
Regions vs. Capitals: Shoes
38
Moscow, St. Petersburg (with regions) Russian Federation: regions
31%
19% 13%
13%
5% 4%
4% 2%
2%
2% 5%
Sneakers High boots Pumps Boots Sandals Flats Uggs Ballet flats Clogs Felt boots Other
32%
21% 16%
13%
5% 3% 2%
2% 2%
1% 3%
Sneakers High boots Pumps Boots Sandals Flats Uggs Ankle boots Ballet flats Felt boots Other
Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015
Competitive landscape Footwear segment
07
© Yandex 2015 40
Segment dynamics
Yandex data. April, 2015.
0.10
0.15
0.20
0.25
0.30
0.35
0.40
0.45
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
2011 Mar May Jul Sep Nov 2012 Mar May Jul Sep Nov 2013 Mar May Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
Ad spend Number of advertisers CPC
© Yandex 2015 41
Ad spend dynamics, units
Yandex data. April, 2015.
0
200
400
600
800
1,000
1,200
1,400
1,600
2011 Mar May Jul Sep Nov 2012 Mar May Jul Sep Nov 2013 Mar May Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
Thou
sand
s
© Yandex 2015 42
Click volume dynamics on Search sites
Yandex data. April, 2015.
0
500
1,000
1,500
2,000
2,500
3,000
3,500
2011 Mar May Jul Sep Nov 2012 Mar May Jul Sep Nov 2013 Mar May Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
Thou
sand
s
© Yandex 2015 43
Click volume dynamics on Content sites
Yandex data. April, 2015.
0
200
400
600
800
1,000
1,200
1,400
2011 Mar May Jul Sep Nov 2012 Mar May Jul Sep Nov 2013 Mar May Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
Thou
sand
s
© Yandex 2015 44
Average CPC, units
Yandex data. April, 2015.
0.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0.40
0.45
0.50
2011 Mar May Jul Sep Nov 2012 Mar May Jul Sep Nov 2013 Mar May Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
Click share – Search vs Content traffic compared to Category average
© Yandex 2015 45
30.2%
SHOES
Clicks from Content Sites Clicks from Search Sites
Data for the period: Q1'15.
© Yandex 2015 46
Traffic from Content sites – dynamics
Yandex data. April, 2015.
0%
10%
20%
30%
40%
50%
2011 Mar May Jul Sep Nov 2012 Mar May Jul Sep Nov 2013 Mar May Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar
© Yandex 2015 47
Click share by regions
Yandex data. April, 2015.
Advertiser 1, 29% Advertiser 1, 31% Advertiser 1, 33%
Advertiser 2, 20% Advertiser 2, 21%
Advertiser 2, 27% Advertiser 3, 6%
Advertiser 3, 8%
Advertiser 3, 6%
Other Advertisers, [VALUE] Other Advertisers, 19% Other Advertisers, 14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Moscow Saint Petersburg Other areas
Advertiser 1, 28% Advertiser 1, 17%
Advertiser 1, 24%
Advertiser 2, 22%
Advertiser 2, 14%
Advertiser 2, 20%
Advertiser 3, 6%
Advertiser 3, 7%
Advertiser 3, 6%
[SERIES NAME], [VALUE]
[SERIES NAME], [VALUE] [SERIES NAME], [VALUE]
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Search Content sites Direct - all sites
© Yandex 2015 48
Click share by sites
Moscow
Saint Petersburg
Other areas
Click distribution by regions
© Yandex 2015 49
Yandex data. April, 2015.
SHOES
0%
20%
40%
60%
80%
100%
Nov Dec 2015 Feb Mar Apr
© Yandex 2015 50
CPC by ad blocks compared to category average, units
Yandex data. April, 2015.
0.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0.40
Nov Dec 2015 Feb Mar Apr
SHOES(Premium placement)
SHOES (Guaranteed placement)
Thank you!
Yandex International Business Development ussales@yandex-team.ru +1 617.398.7870