Yandex - Russian e-commerce update for Women's Fashion (Shoes and Clothing)

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Activity of advertisers in E-commerce group ( Clothes, shoes, accessories)

description

One of the fastest growing and most exciting sectors in Russian e-commerce - Women's Fashion (Shoes & Clothing). This market overview provides an introduction to the online advertising trends in the market.

Transcript of Yandex - Russian e-commerce update for Women's Fashion (Shoes and Clothing)

Page 1: Yandex - Russian e-commerce update for Women's Fashion (Shoes and Clothing)

Activity of advertisers in E-commerce group

( Clothes, shoes, accessories)

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Yearly spend of the biggest advertisers in E-commerce group increased by 2.5 times in 2011

February  2012  

26%  

25%  

24%  

-­‐10%  

2%  

-­‐4%  

-­‐15%  

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Throughout the reviewed period the CPC indicator in E-commerce group did not exceed the level of 10 rubles.

3  January  2012  

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Advertising potential Categories capacity estimation. The dynamics of interest in competitors’ brands.

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Research structure:

•  The maximum potential quantity of impressions/clicks estimation:

Ø  queries about clothes purchase

Ø  queries about shoes purchase

Ø  queries about bags purchase

Ø  queries about brands: Gucci, Alexander McQueen, Burberry, Dolce & Gabbana, Valentino.

•  Users’ interest in brands:

Ø  The dynamics of interest in competitors’ brands.

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Sources:

•  wordstat.yandex.ru queries statistics, March ‘2010 - February ‘2012

•  direct.yandex.ru budget forecast tool.

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Estimation of maximum potential quantity of

impressions/clicks

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Semantic groups used when estimating impressions/clicks quantity:

Queries about clothes purchase: купить/продажа/интернет/онлайн одежда/джинсы/блуза/блузка/шорты/топ/брюки/майка/бермуды/бриджи/свитер/кардиган/жакет/пиджак/сарафан/свитер/сорочка/рубашка/пуловер/платье/лосины/леггинсы/кофта/белье/купальник/жилет/жилетка/водолазка/джемпер.

Queries about shoes purchase: купить/продажа/интернет/онлайн туфли/босоножки/сапоги/сабо/балетки/вьетнамки/ботинки/сандалии.

Queries about bags purchase: купить/продажа/интернет/онлайн сумка/сумочка/клатч.

Queries about brands: Gucci, Alexander McQueen, Burberry, Dolce & Gabbana, Valentino + mistakes in naming, jargon, transliterations. Words with misprints and mistakes were included. Enclosed target queries were included. Non-target enclosed queries were not included. YAN impressions and additional relevant phrases impressions were included. To characterize the whole group the most representative queries were chosen. Geo: Russia

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The maximum quantity of impressions for queries considered:

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The total potential of word groups considered – more than 12 mln. impressions in per month.

When defining the maximum possible quantity of impressions/clicks were included: купить/продажа/интернет/онлайн одежда/джинсы/блуза/блузка/шорты/топ/брюки/майка/бермуды/бриджи/свитер/кардиган/жакет/пиджак/сарафан/свитер/сорочка/рубашка/пуловер/платье/лосины/

леггинсы/кофта/белье/купальник/жилет/жилетка/водолазка/джемпер, купить/продажа/интернет/онлайн туфли/босоножки/сапоги/сабо/балетки/вьетнамки/ботинки/сандалии, купить/продажа/интернет/онлайн сумка/сумочка/клатч, Gucci, Alexander McQueen, Burberry, Dolce &

Gabbana, Valentino + other brands spellings. Target enclosed queries were included. Non-target enclosed queries were not included. YAN impressions and additional relevant phrases impressions were included. Geo: Russia

7,231,647

2,509,010

746,633

1,554,670

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

clothes purchase queries shoes purchase queries bags purchase queries queries about brands

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The maximum quantity of clicks for queries considered:

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The total potential of word groups considered – more than 569 thsd. clicks per month.

When defining the maximum possible quantity of impressions/clicks were included: купить/продажа/интернет/онлайн одежда/джинсы/блуза/блузка/шорты/топ/брюки/майка/бермуды/бриджи/свитер/кардиган/жакет/пиджак/сарафан/свитер/сорочка/рубашка/пуловер/платье/лосины/

леггинсы/кофта/белье/купальник/жилет/жилетка/водолазка/джемпер, купить/продажа/интернет/онлайн туфли/босоножки/сапоги/сабо/балетки/вьетнамки/ботинки/сандалии, купить/продажа/интернет/онлайн сумка/сумочка/клатч, Gucci, Alexander McQueen, Burberry, Dolce &

Gabbana, Valentino + other brands spelling. Target enclosed queries were included. Non-target enclosed queries were not included. YAN impressions and additional relevant phrases impressions were included. Special placement» option on 28.03.2012 Geo: Russia

345,075

120,729

43,252 60,036

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

clothes purchase queries shoes purchase queries bags purchase queries queries about brands

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Users’ interest in brands considered:

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Gucci and Dolce&Gabbana are likely to get the largest amount of impressions/clicks.

When defining the maximum possible quantity of impressions/clicks were included: Gucci, Alexander McQueen, Burberry, Dolce & Gabbana, Valentino + other spellings. Target enclosed queries were included. Non-target enclosed queries were not included. YAN impressions and additional relevant phrases

impressions are included. Geo: Russia

queries about Gucci 34%

queries about Dolce & Gabbana

30%

queries about Burberry

21%

queries about Valentino

11%

queries about Alexander McQueen

4%

The comparison of maximum quantity of impressions/clicks for queries about different brands

queries about Gucci

queries about Dolce & Gabbana

queries about Burberry

queries about Valentino

queries about Alexander McQueen

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The maximum quantity of impressions for queries about brands:

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The total potential of word groups considered – more than 1,55 mln. impressions in per month.

When defining the maximum possible quantity of impressions/clicks were included: Gucci, Alexander McQueen, Burberry, Dolce & Gabbana, Valentino + other spellings. Target enclosed queries were included. Non-target enclosed queries were not included. YAN impressions and additional relevant phrases

impressions are included. Geo: Russia

463,270

331,293

174,111

65,538

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

500,000

queries about Dolce & Gabbana

queries about Burberry queries about Valentino queries about Alexander McQueen

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The maximum quantity of clicks for queries about brands:

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The total potential of word groups considered– more than 60 thsd. clicks per month.

When defining the maximum possible quantity of impressions/clicks were included: Gucci, Alexander McQueen, Burberry, Dolce & Gabbana, Valentino + other spellings. Target enclosed queries were included. Non-target enclosed queries were not included. YAN impressions and additional relevant phrases

impressions are included. «Special placement» option on 28.03.2012 Geo: Russia

17,185

12,737

6,317

2,188

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000

queries about Dolce & Gabbana

queries about Burberry queries about Valentino queries about Alexander McQueen

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The total possible quantity of impressions and clicks:

Impressions: •  queries about clothes/shoes/bags purchase:

more than 10,4 mln. impressions per month; •  queries about brands:

more than 1,55 mln. impressions per month; Total: more than 12 mln. impressions per month.

Clicks: •  queries about clothes/shoes/bags purchase:

more than 509 thsd.* clicks per month; •  queries about brands:

more than 60 thsd.* clicks per month; Total: more than 569 thsd.* clicks per month.

Forecast on 28.03.12. *«Special placement» option

YAN impressions and additional relevant phrases impressions are included. Geo: Russia 14

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Users’ interest in competitors’ brands

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Users’ interest in competitors’ brands

wordstat.yandex.ru statistics, March ‘2010 – February ‘2011 Geo: Russia

The majority of users are interested in Bonprix. Recently the interest for its brand has increased significantly.

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0

50,000

100,000

150,000

200,000

Bonprix

Wildberries

Quelle

Boutique

La Redoute

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wordstat.yandex.ru statistics, January 2011 Geo: Russia

The quantity of brands queries in Q4 ‘2010 and 2011 comparison:

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In Q4 ‘2011 users’ interest in Bonprix, Wildberries and Boutique.ru increased.

41%

14%

30%

11% 4%

Q4'2010

Bonprix

Wildberries

Quelle

Boutique

La Redoute

42%

23%

18%

12% 5%

Q4'2011

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Thank you! Preston Carey Director, Business Development 857.288.8762 [email protected] @prestoncarey