online fashion: footwear category...
TRANSCRIPT
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поиск
Online Fashion: Footwear Category Overview Q4 2014
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User Interest in Category • 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
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User Interest in Category Queries related to the scope of clothing and shoe shopping make about 0.5% of the total Yandex queries.
Wordstat.yandex.ru statistics, Oct ‘2012 – Sep ‘2014
Category queries share in total amount of Yandex queries Query distribution by segments within the category
Queries on clothes are the most popular in the category. They made up more than 60% of all category queries for last 12 months.
0.0%
0.1%
0.2%
0.3%
0.4%
0.5%
0.6%
2012
N
ov
Dec
20
13
Feb
Mar
A
pr
May
Ju
n Ju
l A
ug
Sep
O
ct
Nov
D
ec
2014
Fe
b M
ar
Apr
M
ay
Jun
Jul
Aug
S
ep
62%
23%
11%
4% Clothes
Shoes
Accessories
Underwear
5
380,505,344 365,617,026
-4%
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000 20
12
Nov
Dec
2013
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2014
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Impr
essi
ons
Category Dynamics
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
In the last 12 months user interest in clothing and shoe shopping went down by 4%
Oct 2012 – Sep 2013 Oct 2013 – Sep 2014
6
365,617,026 354,582,122
-3%
1 2 0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000 20
12
Nov
Dec
2013
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2014
Feb
Mar
Apr
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Jun
Jul
Aug
Sep
Oct
Nov
Dec
2015
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Impr
essi
ons
Category Dynamics Forecast
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
The whole interest in category (clothing, shoes, accessories) is expected to fall by 3% in 2014-2015.
Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
7
224,454,225 218,495,113
-3%
1 2 0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000 20
12
Nov
Dec
2013
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2014
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2015
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Impr
essi
ons
Category Dynamics Forecast (Clothing)
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
Queries on clothing made up more than 60% of all category queries. That is the main reason for similarities in trends of user interest in the clothing category and the entire category “Clothing, shoes, accessories”. From October 2014–September 2015, growth rate is expected to be -5% (as seen in the drop in the entire “Clothing, shoes, accessories” category).
Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
8
36,523,280
42,290,739
+16%
1 2 0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000 20
12
Nov
Dec
2013
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2014
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Impr
essi
ons
User Interest Growth in Online Shopping
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
Growth of queries connected with user intent to buy online exceeds user interest growth rate in category overall: +16% vs. -3% (in total).
Oct 2012 – Sep 2013 Oct 2013 – Sep 2014
9
13,855,583
15,646,662
+13%
Shoes query dynamics (intent queries)
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
Oct 2012 – Sep 2013 Oct 2013 – Sep 2014
0
400,000
800,000
1,200,000
1,600,000
2,000,000
2012 Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug
Impr
essi
ons
10
Query Dynamics within Category
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
0
5,000
10,000
15,000
20,000
25,000
30,000 20
12
Nov
Dec
2013
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2014
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Thou
sand
Im
pres
sion
s
User interest in clothes and shoes experience more significant seasonal changes than accessories or underwear.
Clothes Shoes Accessories Underwear
11
User Interest Growth Dynamics
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
The growth rate of the amount of queries in category (Impressions by quarters)
+20%
+34%
-6%
-8%
-22%
-21%
-3%
-11%
0
20
40
60
80
100
Russia CIS
Mill
ions
-5%
-2%
-11%
-2%
-23%
-21%
-1%
-4%
0
10
20
30
40
50
60
Moscow and St.-Petersburg Russia (except Moscow and St.-
Petersburg)
Mill
ions
There was a significant decline of user interest in the category during the 2nd quarter of 2014. For comparison, the decline of category in Q2 2013 in Russia is -15% vs. -22% in Q2 2014. CIS: -19% (Q2 2013) vs -21% (Q2 2014).
n Q4 2013 n Q1 2014 n Q2 2014 n Q3 2014
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Interest towards Category in Regions: CIS, Russia
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
40%
50%
60%
70%
80%
90%
100%
110%
120%
130% 20
12
Nov
Dec
2013
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2014
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
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.
CIS Russia (except Moscow and St. Petersburg) Moscow and St. Petersburg
13
Interest towards Category in Russian Regions
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
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.
57% 59% 58% 56% 57% 59% 59% 57%
43% 41% 42% 44% 43% 41% 41% 43%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Winter 2012-2013
Spring 2013 Summer 2013 Autumn 2013 Winter 2013-2014
Spring 2014 Summer 2014 September 2014
Moscow and St. Petersburg Russia (except Moscow and St. Petersburg)
14
Volga reg. – 12% of queries Reg. popularity – 80%
Regional Popularity
Wordstat.yandex.ru statistics, Oct 2014 – Sep 2014
North-West – 10% of queries Saint-Petersburg – 7% of queries Reg. popularity – 104%, 115%
CIS – 17% of queries, Reg. popularity – 129%
South – 5% of queries Reg. popularity – 77%
Central district – 41% of queries Moscow – 33% of queries, Reg. popularity – 138%, 161%
Ural – 6% of queries Reg. popularity – 88%
Siberia – 7% of queries, Reg. popularity – 82%;
Far East – 1% of queries Reg. popularity – 76%
Wordstat.yandex.ru statistics, Oct 2014
There is a fairly large margin of interest growth in Russian regions. The majority of traffic on clothing and shoe shopping comes from the Central region. Thus, in Moscow popularity rate is 161%, whereas in most other Russian regions it is 80–100%.
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Online Fashion Retailers Brand Dynamics
• User interest in Russian online fashion retailers • User interest in International online fashion retailers
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Online Fashion Retailers Dynamics
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
For the last 12 months, interest in local online retailers has increased by more than 1,2 times. As a result, in September, their share has exceeded the share of interest in international retail sites. The shift was caused by changes in popularity among brand leaders: user interest growth to Wildberries, Lamoda and drop in interest to Bonprix.
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
Oct 2012 – Sep 2013 Oct 2013 – Sep 2014
Online retailers share, September 2014
User interest Dynamics (based on retailers brands statistics)
36% -6% 56% 44% Russian
International
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Online Fashion Retailers Brand Dynamics
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
0
200
400
600
800
1,000
1,200
2012 Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep
Thou
sand
Im
pres
sion
s
Wildberries
Lamoda
Bonprix
Asos
Otto
Quelle
Witt
Sapato
Kupivip
La Redoute
Butik.ru
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Online Fashion Retailers Popularity (Top-15 brands)
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Thou
sand
Im
pres
sion
s
(based on data for the last 12 months)
Russian online retailers International online retailers
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Online Fashion Retailers Popularity (Positions 15–28)
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
(based on data for the last 12 months)
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Russian online retailers International online retailers
20
Brand Dynamics of Russian Online Retailers
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
0
200
400
600
800
1,000
1,200
2012 Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep
Thou
sand
Impr
essi
ons
Wildberries
Lamoda
Sapato
Kupivip
Butik.ru
Z95
Brand-in-trend
Boutique.ru
Trendsbrands
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Variation in User Interest in Russian Online Retailers
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
+58%
+61%
-52%
-34% +7%
+27% +40% -32% -20% 0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Wildberries Lamoda Sapato Kupivip Butik.ru Z95 Brand-in-trend Boutique.ru Trendsbrands
Thou
sand
Impr
essi
ons
Oct 2012 – Sep 2013 Oct 2013 – Sep 2014
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Brand Dynamics of International Online Retailers (Top-9 brands)
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
0
100
200
300
400
500
600
700
800
900
1,000
2012 Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep
Thou
sand
Im
pres
sion
s
Bonprix
Otto
Quelle
Asos
Witt
La Redoute
Yoox
Klingel
NET-A-PORTER
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Brand Dynamics of International Online Retailers (Positions 9-19)
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
0
5,000
10,000
15,000
20,000
25,000
2012 Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep
NET-A-PORTER Shopbop Wenz 3suisses Zappos Luisaviaroma Saks Fifth Avenue Matches Fashion Revolveclothing Mytheresa Farfetch
Impr
essi
ons
24
Variation in User Interest in International Online Retailers (Top-9 brands)
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
-8%
-26%
-16% +47%
+10% -11% +24%
+21% +18% 0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
Bonprix Otto Quelle Asos Witt La Redoute Yoox Klingel NET-A-PORTER
Thou
sand
Im
pres
sion
s
Oct 2012 – Sep 2013 Oct 2013 – Sep 2014
25
Variation in User Interest in International Online Retailers (Positions 9-19)
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
+18%
+51%
+26%
-36%
+26%
+13% +10% +103% +60%
+143% +77%
0
50,000
100,000
150,000
200,000
Impr
essi
ons
Oct 2012 – Sep 2013 Oct 2013 – Sep 2014
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Shoes: Assortment Analytics
• User interest dynamics in shoes for men, women and kids
• Interest distribution by types of shoes • Interest seasonality
27
Generic query dynamics of shoes
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
The biggest interest to footwear is observed in spring and autumn. The number of search queries on children's and women's shoes is two times higher than on the men's.
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
2012 Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep
Women’s Kid’s Men’s
28
Interest distribution by kinds of shoes (based on statistics for the last 12 months)
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
Top-3 the most popular search queries are for sneakers, high boots and pumps, which make up almost 70%.
30%
21% 15%
13%
5% 4%
3% 2%
2% 2%
3% Sneakers - 30,2%
High boots - 21,2%
Pumps - 15,1%
Boots - 12,5%
Sandals - 5,3%
Flats - 3,6%
Uggs - 3,3%
Ankle boots - 1,9%
Ballet flats - 1,9%
Felt boots - 1,5%
Other - 3,4%
29
Types of shoes query dynamics
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
2012
N
ov
Dec
20
13
Feb
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A
pr
May
Ju
n Ju
l A
ug
Sep
O
ct
Nov
D
ec
2014
Fe
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ar
Apr
M
ay
Jun
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Aug
S
ep 0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
2012
N
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20
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Sep
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Fe
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ar
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S
ep
Demi-season Seasonality
Sneakers Pumps Flats Ballet Flats
High Boots Ankle Boots
30
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
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2012
N
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Sep
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M
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Jun
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S
ep 0
100,000
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2012
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Types of shoes query dynamics
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
Winter Seasonality
Boots Uggs Felt Boots Hessian Boots
Sandals
Flip Flops
Summer Seasonality
31
Interest Seasonality in Shoe Segment
32
Main growing segments (by seasons)
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
The greatest increase of interest to the shoes segment is in autumn: interest becomes 1,6 times higher than in spring and more than 26 times higher than in winter. There is the decline of interest almost of all types of shoes in summer.
Growth of interest in autumn Growth of interest in winter Growth of interest in spring
0
500
1,000
1,500
2,000
2,500
3,000
Hig
h bo
ots
Boo
ts
Ugg
s
Sne
aker
s
Felt
boot
s
Ank
le b
oots
Hes
sian
boo
ts
Low
Boo
ts
Low
Sho
es
Thou
sand
s
0
20
40
60
80
100
120
San
dals
Pum
ps
Flip
Flo
ps
Clo
gs
Felt
boot
s
Flat
s
Bal
let f
lats
Thou
sand
s
0
200
400
600
800
1,000
1,200
1,400
1,600
Sne
aker
s
San
dals
Pum
ps
Flat
s
Bal
let f
lats
Clo
gs
Flip
Flo
ps
Low
Sho
es
Ank
le b
oots
Thou
sand
s
33
Autumn Winter Spring Summer Jackets Dresses Sneakers Backpacks
Down coats Suits Swimsuits Rompers & Jumpsuits
Coats Tops Sandals Down coats
Suits Bags Pumps
High boots Skirts Raincoats
Hats Swimsuits Bags
Knitwear Shirts Tops
Rompers & Jumpsuits Jeans
Boots Shorts
Scarves Skirts
Vests Flats
Hosiery
Uggs
Parkas
Dresses
Season Popularity of Destinations
Wordstat.yandex.ru statistics, Dec ‘2012 – Feb ‘2014
Clothing Shoes Accessories Underwear
34
Mass Segment
35
Top-20 popular mass shoe brands (based on statistics for the last 12 months)
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Thou
sand
s
36
Query dynamics of Top-10 mass brands
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
Undisputed leaders over the last 2 years are Nike and Adidas. 3rd place, depending on the month, divided between brands Incity, Reebok and Ecco.
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
2012 Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep
Adidas Nike Ecco Reebok Incity Mango Puma Oodji Zara Stradivarius
37
Change of interest to mass brands
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
Oct 2012 – Sep 2013 Oct 2013 – Sep 2014
-18%
+13%
+14% -9% +7% -28%
+3% -4% +90% +45%
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Adidas Nike Incity Reebok Ecco Oodji Puma Mango O'stin Converse
Thou
sand
Im
pres
sion
s
38
Regional User Interest in Segment
39
Regional popularity: shoes Top 20 cities with the biggest number of queries for shoes
Wordstat.yandex.ru statistics, Oct 2014 – Sep 2014
High regional popularity is observed in the cities of the CIS, especially in Ukraine.
Regional affinity
Num
ber o
f que
ries
(per
mon
th)
0%
50%
100%
150%
200%
250%
300%
0%
5%
10%
15%
20%
25%
30%
40
Russia vs. CIS: Shoes
Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014
Russia CIS Share by Type of Shoe
30%
21% 15%
13%
5% 4%
3% 2% 2%
2% 4% Sneakers High boots
Pumps Boots
Sandals Flats
Uggs Ankle Boots
Ballet flats Felt Boots
Flip Flops Other
32%
20% 16%
11%
7% 4%
3% 2% 2%
1% 3%
80% 90% 88% 87% 85% 85% 83% 82% 81% 80% 79% 79% 78% 77% 75% 75%
20% 10% 12% 13% 15% 15% 17% 18% 19% 20% 21% 21% 22% 23% 25% 25%
0%
25%
50%
75%
100%
TOTAL Low Boots Low Shoes Felt boots Clogs Uggs Ankle boots Boots High boots Hessian boots
Flats Sneakers Pumps Ballet flats Sandals Flip Flops
Russia CIS
41
Regions vs. Capitals: Shoes Moscow, St. Petersburg (with regions) Russian Federation: regions Share by Type of Shoe
29%
21% 14%
13%
5% 4%
4% 2% 2%
2% 4% Sneakers High boots
Pumps Boots
Sandals Flats
Uggs Ballet flats
Felt Boots Ankle Boots
Other
30%
22% 16%
12%
5% 3%
3% 2% 2%
1% 3%
49% 63% 59% 57% 56% 56% 55% 54% 54% 53% 51% 49% 48% 48% 45% 44%
51% 37% 41% 43% 44% 44% 45% 46% 46% 47% 49% 51% 52% 52% 55% 56%
0%
25%
50%
75%
100%
TOTAL Low Boots Flip Flops Hessian boots
Low Shoes Felt boots Clogs Uggs Ballet flats Flats Boots Sandals Sneakers High boots Pumps Ankle boots
Moscow & St.Petersburg Russian Federation: regions
42
Competitive Landscape
43
Segment dynamics
Yandex data. September 2014
0.0c
0.1c
0.1c
0.2c
0.2c
0.3c
0.3c
0.4c
0.4c
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
2011 Mar May Jul Sep Nov 2012 Mar May Jul Sep Nov 2013 Mar May Jul Sep Nov 2014 Mar May Jul Sep
Thou
sand
s
Expenditure Number of advertisers CPC
44
Expenditure dynamics
Yandex data. September 2014
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000 20
11
Feb
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20
13
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Fe
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Thou
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45
Click dynamics – Direct.Search
Yandex data. September 2014
0
2,000
4,000
6,000
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11
Feb
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Thou
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s
46
Click dynamics – Content sites
Yandex data. September 2014
0
1,000
2,000
3,000
4,000
5,000
6,000
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8,000
9,000
10,000 20
11
Feb
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47
Average CPC
Yandex data. September 2014
0.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0.40
2011
Fe
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Oct
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Jul
Aug
S
ep
Oct
N
ov
Dec
20
14
Feb
Mar
A
pr
May
Ju
n Ju
l A
ug
Sep
48
Click share – Search vs. Content
34.7%
65.3%
Quarterly data: Q3’14
Clicks from content sites
Clicks from search sites
49
The use of content sites – dynamics
Yandex data. September 2014
0%
5%
10%
15%
20%
25%
30%
35%
40%
2011
Fe
b M
ar
Apr
M
ay
Jun
Jul
Aug
S
ep
Oct
N
ov
Dec
20
12
Feb
Mar
A
pr
May
Ju
n Ju
l A
ug
Sep
O
ct
Nov
D
ec
2013
Fe
b M
ar
Apr
M
ay
Jun
Jul
Aug
S
ep
Oct
N
ov
Dec
20
14
Feb
Mar
A
pr
May
Ju
n Ju
l A
ug
Sep
50
Click share by regions
Yandex data. September 2014
59% 58% 50%
Moscow Saint-Petersburg Regions
Other Advertiser
51
Click share by sites
Quarterly data: Q3’14
55% 58% 58%
Search Context sites Direct - all sites
Other Advertiser
52
Clicks distribution by regions
Yandex data. September 2014
0%
20%
40%
60%
80%
100%
Apr May Jun Jul Aug Sep Moscow Saint Petersburg Other areas
53
Average CPC by positions
Yandex data. September 2014
0.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0.40
Apr May Jun Jul Aug Sep
SHOES(Premium placement) SHOES (Guaranteed placement)
54
Yandex International Business Development [email protected] +1 617 398 7870
55