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поиск Online Fashion: Footwear Category Overview Q4 214 2
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 3
User Interest in Category Queries related to the scope of clothing and shoe shopping make about.5% of the total Yandex queries. Category queries share in total amount of Yandex queries Query distribution by segments within the category.6%.5%.4%.3%.2%.1% 4% Clothes 11% 62% 23% Shoes Accessories Underwear.% 212 213 214 Queries on clothes are the most popular in the category. They made up more than 6% of all category queries for last 12 months. Wordstat.yandex.ru statistics, 212 214 4
Category Dynamics Impressions 4,, 35,, 3,, 25,, 2,, 212 213 213 214-4% 15,, 1,, 5,, 38,55,344 365,617,26 212 213 214 In the last 12 months user interest in clothing and shoe shopping went down by 4% Wordstat.yandex.ru statistics, 212 214 5
Category Dynamics Forecast Impressions 4,, 35,, 3,, 25,, 213 214 214 215 2,, 15,, 1,, 5,, 365,617,26-3% 354,582,122 212 213 214 1 2 215 The whole interest in category (clothing, shoes, accessories) is expected to fall by 3% in 214-215. Wordstat.yandex.ru statistics, 212 214 6
Category Dynamics Forecast (Clothing) Impressions 3,, 25,, 2,, 213 214 214 215-3% 15,, 1,, 5,, 224,454,225 218,495,113 212 213 214 1 2 215 Queries on clothing made up more than 6% 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 ober 214 tember 215, growth rate is expected to be -5% (as seen in the drop in the entire Clothing, shoes, accessories category). Wordstat.yandex.ru statistics, 212 214 7
User Interest Growth in Online Shopping Impressions 5,, 4,, 212 213 213 214 +16% 3,, 2,, 1,, 36,523,28 42,29,739 212 213 1 2 214 Growth of queries connected with user intent to buy online exceeds user interest growth rate in category overall: +16% vs. -3% (in total). Wordstat.yandex.ru statistics, 212 214 8
Shoes query dynamics (intent queries) 212 213 213 214 Impressions 2,, 1,6, +13% 1,2, 8, 13,855,583 15,646,662 4, 212 213 214 Wordstat.yandex.ru statistics, 212 214 9
Query Dynamics within Category Thousand Impressions 3, 25, 2, 15, Clothes 1, 5, Shoes Accessories Underwear 212 213 214 User interest in clothes and shoes experience more significant seasonal changes than accessories or underwear. Wordstat.yandex.ru statistics, 212 214 1
User Interest Growth Dynamics There was a significant decline of user interest in the category during the 2nd quarter of 214. For comparison, the decline of category in Q2 213 in Russia is -15% vs. -22% in Q2 214. CIS: -19% (Q2 213) vs -21% (Q2 214). The growth rate of the amount of queries in category (Impressions by quarters) Millions 1 8 6 4 2 +2% -6% -22% -3% +34% -8% -21% -11% Millions 6 5 4 3 2 1-5% -11% -23% -1% -2% -2% -21% -4% Russia CIS Moscow and St.-Petersburg n Q4 213 n Q1 214 n Q2 214 n Q3 214 Russia (except Moscow and St.- Petersburg) Wordstat.yandex.ru statistics, 212 214 11
Interest towards Category in Regions: CIS, Russia 13% 12% 11% 1% 9% 8% 7% CIS Russia (except Moscow and St. Petersburg) Moscow and St. Petersburg 6% 5% 4% 212 213 214 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. Wordstat.yandex.ru statistics, 212 214 12
Interest towards Category in Russian Regions 1% 9% 8% 7% 6% 5% 4% 3% 2% 1% 43% 41% 42% 44% 43% 41% 41% 43% 57% 59% 58% 56% 57% 59% 59% 57% Moscow and St. Petersburg Russia (except Moscow and St. Petersburg) % Winter 212-213 Spring 213 Summer 213 Autumn 213 Winter 213-214 Spring 214 Summer 214 tember 214 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. Wordstat.yandex.ru statistics, 212 214 13
Regional Popularity North-West 1% of queries Saint-Petersburg 7% of queries Reg. popularity 14%, 115% Ural 6% of queries Reg. popularity 88% Siberia 7% of queries, Reg. popularity 82%; Far East 1% of queries Reg. popularity 76% South 5% of queries Reg. popularity 77% Volga reg. 12% of queries Reg. popularity 8% Central district 41% of queries Moscow 33% of queries, Reg. popularity 138%, 161% CIS 17% of queries, Reg. popularity 129% 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 8 1%. Wordstat.yandex.ru statistics, 214 214 Wordstat.yandex.ru statistics, 214 14
Online Fashion Retailers Brand Dynamics User interest in Russian online fashion retailers User interest in International online fashion retailers 15
Online Fashion Retailers Dynamics User interest Dynamics (based on retailers brands statistics) Online retailers share, tember 214 28,, 212 213 213 214 24,, 2,, 16,, 12,, 8,, 4,, 36% Russian online stores 44% Russian -6% 56% International International online stores For the last 12 months, interest in local online retailers has increased by more than 1,2 times. As a result, in tember, 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. Wordstat.yandex.ru statistics, 212 214 16
Online Fashion Retailers Brand Dynamics Thousand Impressions 1,2 1, 8 6 4 2 Wildberries Lamoda Bonprix Asos Otto Quelle Witt Sapato Kupivip La Redoute Butik.ru 212 213 214 Wordstat.yandex.ru statistics, 212 214 17
Online Fashion Retailers Popularity (Top-15 brands) Thousand Impressions 4,5 4, 3,5 3, 2,5 2, 1,5 1, 5 Russian online retailers International online retailers (based on data for the last 12 months) Wordstat.yandex.ru statistics, 212 214 18
Online Fashion Retailers Popularity (Positions 15 28) 14, 12, Russian online retailers International online retailers 1, 8, 6, 4, 2, (based on data for the last 12 months) Wordstat.yandex.ru statistics, 212 214 19
Brand Dynamics of Russian Online Retailers Thousand Impressions 1,2 1, 8 6 4 2 212 213 214 Wildberries Lamoda Sapato Kupivip Butik.ru Z95 Brand-in-trend Boutique.ru Trendsbrands Wordstat.yandex.ru statistics, 212 214 2
Variation in User Interest in Russian Online Retailers Thousand Impressions 14, 12, 1, +58% +61% 212 213 213 214 8, 6, 4, -52% 2, -34% +7% +27% +4% -32% -2% Wildberries Lamoda Sapato Kupivip Butik.ru Z95 Brand-in-trend Boutique.ru Trendsbrands Wordstat.yandex.ru statistics, 212 214 21
Brand Dynamics of International Online Retailers (Top-9 brands) Thousand Impressions 1, 9 8 7 6 5 4 3 2 1 212 213 214 Bonprix Otto Quelle Asos Witt La Redoute Yoox Klingel NET-A-PORTER Wordstat.yandex.ru statistics, 212 214 22
Brand Dynamics of International Online Retailers (Positions 9-19) Impressions 25, 2, 15, 1, 5, 212 213 214 NET-A-PORTER Shopbop Wenz 3suisses Zappos Luisaviaroma Saks Fifth Avenue Matches Fashion Revolveclothing Mytheresa Farfetch Wordstat.yandex.ru statistics, 212 214 23
Variation in User Interest in International Online Retailers (Top-9 brands) Thousand Impressions 9, 8, 7, 6, 5, 4, -8% -26% 212 213 213 214 3, 2, 1, -16% +47% +1% -11% +24% +21% +18% Bonprix Otto Quelle Asos Witt La Redoute Yoox Klingel NET-A-PORTER Wordstat.yandex.ru statistics, 212 214 24
Variation in User Interest in International Online Retailers (Positions 9-19) Impressions 2, 15, +18% +51% -36% 212 213 213 214 +26% 1, +26% 5, +13% +1% +13% +6% +143% +77% Wordstat.yandex.ru statistics, 212 214 25
Shoes: Assortment Analytics User interest dynamics in shoes for men, women and kids Interest distribution by types of shoes Interest seasonality 26
Generic query dynamics of shoes 7, 6, 5, Women s Kid s 4, 3, Men s 2, 1, 212 213 214 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. Wordstat.yandex.ru statistics, 212 214 27
Interest distribution by kinds of shoes (based on statistics for the last 12 months) 3% 2% 2% 3% 2% 4% 5% 13% 15% 21% 3% Sneakers - 3,2% 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% Top-3 the most popular search queries are for sneakers, high boots and pumps, which make up almost 7%. Wordstat.yandex.ru statistics, 212 214 28
Types of shoes query dynamics Demi-season Seasonality 1,6, 1,6, 1,4, 1,4, 1,2, 1,2, 1,, 1,, 8, Sneakers 8, High Boots 6, 6, 4, Pumps 4, 2, 212 213 214 Flats Ballet Flats 2, 212 213 214 Ankle Boots Wordstat.yandex.ru statistics, 212 214 29
Types of shoes query dynamics Winter Seasonality Summer Seasonality 7, 6, 5, 4, 3, 2, Boots 5, 45, 4, 35, 3, 25, 2, 15, 1, 212 213 214 Uggs Felt Boots Hessian Boots 1, 5, 212 213 214 Sandals Flip Flops Wordstat.yandex.ru statistics, 212 214 3
Interest Seasonality in Shoe Segment 31
Main growing segments (by seasons) Growth of interest in autumn Growth of interest in winter Growth of interest in spring Thousands 3, 2,5 2, Thousands 12 1 8 1,6 1,4 1,2 1, 1,5 6 8 1, 5 4 2 6 4 2 High boots Boots Uggs Sneakers Felt boots Ankle boots Hessian boots Low Boots Low Shoes Sandals Pumps Flip Flops Clogs Felt boots Flats Ballet flats Sneakers Sandals Pumps Flats Ballet flats Clogs Flip Flops Thousands Low Shoes Ankle boots 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. Wordstat.yandex.ru statistics, 212 214 32
Season Popularity of Destinations 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 Boots Scarves Vests Jeans Shorts Skirts Flats Hosiery Uggs Parkas Dresses Clothing Shoes Accessories Underwear Wordstat.yandex.ru statistics, 212 214 33
Mass Segment 34
Top-2 popular mass shoe brands (based on statistics for the last 12 months) Thousands 14, 12, 1, 8, 6, 4, 2, Wordstat.yandex.ru statistics, 212 214 35
Query dynamics of Top-1 mass brands 1,6, 1,4, 1,2, 1,, 8, 6, 4, 2, Adidas Nike Ecco Reebok Incity Mango Puma Oodji Zara Stradivarius 212 213 214 Undisputed leaders over the last 2 years are Nike and Adidas. 3rd place, depending on the month, divided between brands Incity, Reebok and Ecco. Wordstat.yandex.ru statistics, 212 214 36
Change of interest to mass brands Thousand Impressions 16, 14, 12, 1, -18% +13% 212 213 213 214 8, 6, 4, 2, +14% -9% +7% -28% +3% -4% +9% +45% Adidas Nike Incity Reebok Ecco Oodji Puma Mango O'stin Converse Wordstat.yandex.ru statistics, 212 214 37
Regional User Interest in Segment 38
Regional popularity: shoes Top 2 cities with the biggest number of queries for shoes Number of queries (per month) 3% 25% 2% 15% 1% 5% 3% 25% 2% 15% 1% 5% Regional affinity % % High regional popularity is observed in the cities of the CIS, especially in Ukraine. Wordstat.yandex.ru statistics, 214 214 39
Russia vs. CIS: Shoes Russia Share by Type of Shoe CIS 4% 5% 13% 2% 4% Sneakers High boots 3% 2% 2% Pumps Boots 15% 21% 3% Sandals Uggs Ballet flats Flip Flops Flats Ankle Boots Felt Boots Other 7% 11% 2% 3% 3% 2% 1% 4% 16% 2% 32% 1% 75% 5% 25% 2% 8% Russia CIS 1% 12% 13% 15% 15% 17% 18% 19% 2% 21% 21% 22% 23% 25% 25% 9% 88% 87% 85% 85% 83% 82% 81% 8% 79% 79% 78% 77% 75% 75% % TOTAL Low Boots Low Shoes Felt boots Clogs Uggs Ankle boots Boots High boots Hessian boots Flats Sneakers Pumps Ballet flats Sandals Flip Flops Wordstat.yandex.ru statistics, 212 214 4
Regions vs. Capitals: Shoes Moscow, St. Petersburg (with regions) Share by Type of Shoe Russian Federation: regions 4% 5% 13% 2% 4% 2% 4% 2% 29% Sneakers Pumps Sandals Uggs High boots Boots Flats Ballet flats 12% 2% 3% 3% 2% 1% 3% 5% 3% 14% 21% Felt Boots Other Ankle Boots 16% 22% 1% Moscow & St.Petersburg Russian Federation: regions 75% 5% 25% 51% 49% 37% 41% 43% 44% 44% 45% 46% 46% 47% 49% 51% 52% 52% 55% 56% 63% 59% 57% 56% 56% 55% 54% 54% 53% 51% 49% 48% 48% 45% 44% % TOTAL Low Boots Flip Flops Hessian boots Low Shoes Felt boots Clogs Uggs Ballet flats Flats Boots Sandals Sneakers High boots Pumps Ankle boots 41
Competitive Landscape 42
Segment dynamics Thousands 8, 7, 6, Expenditure Number of advertisers CPC.4c.4c.3c 5,.3c 4,.2c 3,.2c 2,.1c 1,.1c 211 212 213 214 Yandex data. tember 214.c 43
44 Expenditure dynamics Yandex data. tember 214 1, 2, 3, 4, 5, 6, 7, 8, 211 212 213 214 Thousands
45 Click dynamics Direct.Search Yandex data. tember 214 2, 4, 6, 8, 1, 12, 14, 16, 18, 2, 211 212 213 214 Thousands
Click dynamics Content sites Thousands 1, 9, 8, 7, 6, 5, 4, 3, 2, 1, 211 212 213 214 Yandex data. tember 214 46
47 Average CPC Yandex data. tember 214..5.1.15.2.25.3.35.4 211 212 213 214
Click share Search vs. Content 34.7% Clicks from content sites Clicks from search sites 65.3% Quarterly data: Q3 14 48
The use of content sites dynamics 4% 35% 3% 25% 2% 15% 1% 5% % 211 212 213 214 Yandex data. tember 214 49
Click share by regions 59% 58% 5% Other Advertiser Moscow Saint-Petersburg Regions Yandex data. tember 214 5
Click share by sites 55% 58% 58% Other Advertiser Search Context sites Direct - all sites Quarterly data: Q3 14 51
Clicks distribution by regions 1% 8% 6% 4% 2% % Moscow Saint Petersburg Other areas Yandex data. tember 214 52
Average CPC by positions.4 SHOES(Premium placement) SHOES (Guaranteed placement).35.3.25.2.15.1.5. Yandex data. tember 214 53
Yandex International Business Development ussales@yandex-team.ru +1 617 398 787 54
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