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

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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.

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

  1. 1. Activity of advertisers in E-commerce group ( Clothes, shoes, accessories)
  2. 2. Yearly spend of the biggest advertisers in E-commerce group increased by2.5 times in 2011 2%   26%   -­‐10%   -­‐4%   24%   25%   -­‐15%   February  2012   2  
  3. 3. Throughout the reviewed period the CPC indicator in E-commerce group did not exceed the level of 10 rubles. January  2012   3  
  4. 4. Advertising potentialCategories capacity estimation. The dynamics ofinterest in competitors’ brands.
  5. 5. 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. 5
  6. 6. Sources:•  wordstat.yandex.ru queries statistics, March ‘2010 - February ‘2012•  direct.yandex.ru budget forecast tool. 6
  7. 7. Estimation of maximum potential quantity of impressions/clicks
  8. 8. Semantic groups used when estimating impressions/clicks quantity:Queries about clothes purchase: купить/продажа/интернет/онлайнодежда/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 8
  9. 9. The maximum quantity of impressions for queries considered:8,000,000 7,231,6477,000,0006,000,0005,000,0004,000,0003,000,000 2,509,0102,000,000 1,554,6701,000,000 746,633 0 clothes purchase queries shoes purchase queries bags purchase queries queries about brandsThe 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 & 9 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
  10. 10. The maximum quantity of clicks for queries considered: 400,000 345,075 350,000 300,000 250,000 200,000 150,000 120,729 100,000 60,036 43,252 50,000 0 clothes purchase queries shoes purchase queries bags purchase queries queries about brandsThe total potential of word groups considered – more than 569 thsd. clicksper 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 & 10 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
  11. 11. Users’ interest in brands considered: The comparison of maximum quantity of impressions/clicks for queries about different brands queries about Alexander McQueen 4% queries about Gucci queries about Valentino queries about Dolce & Gabbana 11% queries about Gucci 34% queries about Burberry queries about Burberry 21% queries about Valentino queries about Dolce queries about Alexander McQueen & Gabbana 30%Gucci and Dolce&Gabbana are likely to get the largest amount ofimpressions/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 11
  12. 12. The maximum quantity of impressions for queries about brands: 500,000 463,270 450,000 400,000 350,000 331,293 300,000 250,000 200,000 174,111 150,000 100,000 65,538 50,000 0 queries about Dolce & queries about Burberry queries about Valentino queries about Alexander Gabbana McQueenThe 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 12
  13. 13. The maximum quantity of clicks for queries about brands: 20,000 18,000 17,185 16,000 14,000 12,737 12,000 10,000 8,000 6,317 6,000 4,000 2,188 2,000 0 queries about Dolce & queries about Burberry queries about Valentino queries about Alexander Gabbana McQueen 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 13
  14. 14. 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
  15. 15. Users’ interest incompetitors’ brands
  16. 16. Users’ interest in competitors’ brands200,000 Bonprix150,000 Wildberries100,000 Quelle Boutique 50,000 La Redoute 0The majority of users are interested in Bonprix. Recently the interest for its brandhas increased significantly. wordstat.yandex.ru statistics, March ‘2010 – February ‘2011 Geo: Russia 16
  17. 17. The quantity of brands queries in Q4 ‘2010 and 2011 comparison: Q42010 Q42011 4% 5% 11% 12% Bonprix 41% 42% Wildberries Quelle 18% Boutique 30% La Redoute 14% 23%In Q4 ‘2011 users’ interest in Bonprix, Wildberries and Boutique.ruincreased. wordstat.yandex.ru statistics, January 2011 Geo: Russia 17
  18. 18. Thank you! Preston Carey Director, Business Development 857.288.8762 preston.carey@yandex.ru @prestoncarey 18  

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