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Share by Type of Clothing Russ.Fed.: Regions and Region

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Share by Type of Clothing Russ.Fed.: Regions and Region Online Fashion Retailers Category Overview User Interest in Category Ø Query dynamics Ø User interest growth in category Ø User interest growth forecast Ø User interest on online shopping in regions Ø User interest in Moscow, Saint-Petersburg vs. regions Ø User interest in Russia vs. CIS User Interest in Category Queries related to the scope of clothing and shoe shopping make about 0,5% of the total Yandex queries. Category queries share in total Query distribution by segments amount of Yandex queries within the category 0.7% 5% 0.6% 0.5% 10% 0.4% 61% 0.3% 0.2% 24% 0.1% 0.0% Clothing Shoes Accessories Underwear Queries on clothes are the most popular in the category. They made up more than 60% of all category queries for last 12 months. 4 Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013 Category Dynamics In 2013 user interest in clothing and shoe shopping went up by 23%. (based on statistics from January to September). 40,000,000 35,000,000 +23% 30,000,000 25,000,000 20,000,000 15,000,000 271,560,805 221,538,124 10,000,000 5,000,000 0 1 2 5 Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013 6 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000 40,000,000 45,000,000 50,000,000 5,000,000 grow by 2014In growth ratewill bemore moderate: userinterest isexpected to growto by17% in 2013. The whole interestin category (clothing, shoes,accessories) isexpected CategoryDynamics Forecast 0 2011 Nov Dec 14%. 2012 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2013 384,609, Feb 2013 Mar 233 Apr1 May Jun Jul Aug Sep Oct Nov Dec 2014 Wordstat.yandex.ru statistics, Oct ‘2011Wordstat.yandex.ru statistics, Oct – Sep ‘2013 Feb Mar +14% Apr 438,802, May 2014 Jun 224 Jul2 Aug Sep Oct Nov Dec 2015 Feb Mar User Interest Growth in Online Shopping Growth of queries connected with user intent to buy online exceeds user interest growth in category overall - 58% vs. 23% (in total). (based on statistics from January to September) 4,500,000 4,000,000 +58% 3,500,000 3,000,000 2,500,000 2,000,000 25,591,477 1,500,000 1,000,000 16,245,474 500,000 0 1 2 7 Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013 Query Dynamics within Category User interest in clothes and shoes experience more significant seasonal changes than accessories or underwear. Clothing Shoes Accessories Underwear 30000000 25000000 20000000 15000000 10000000 5000000 0 8 Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013 9 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000 5,000,000 14% “Clothing, shoes,accessories” category In Noticegrowth that ratesare getting higher inclothing category and whole category “Clothing, shoes,accessories”. isthemainThat reason similarities of intrendsuser of interestin clothing category Queries onclothing made up morethan 60%all of category queries. CategoryDynamics Forecast(Clothing) 0 2014 ). ). 2011 Nov growth rateisexpected be to Dec 2012 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb +15% ( Mar ), ), Apr 233,589, in May 2013 +15,6% - ( Jun 369 incomparison to Jul1 Aug Sep Oct Nov Dec 2014 incomparison with Wordstat.yandex.ru statistics, Oct ‘2011Wordstat.yandex.ru statistics, Oct – Sep ‘2013 Feb 14% . Mar Apr 268,096, +15% growth in 2014in May Jun 108 Jul2 Aug Sep Oct Nov Dec 2015 Feb Mar User Interest Growth Dynamics In 2013 interest growth in category continued growing, but its rate has slowed down compared to 2012. The number of queries has increased steadily by ≈ +22-33% (depending on group requests) annually. The growth rate of the amount of queries in category 100000000 +49% 90000000 -10% 60000000 +4% +46% 80000000 -4% -15% 50000000 +54% 70000000 -19% +1% 60000000 40000000 -16% +9% 50000000 -15% 30000000 40000000 +54% 30000000 +11% 20000000 -2% 20000000 -19% 10000000 Impressionsbyquarters 10000000 0 0 Russia CIS Moscow, St.Petersburg and Russian region (except reg. Moscow and Saint- 4 q. 2012 1 q. 2013 2 q. 2013 3 q. 2013 Petersburg) 4 q. 2012 1 q. 2013 2 q. 2013 3 q. 2013 10 Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013 Interest towards Category in Regions: CIS, Russia In 2013* the number of queries in the category most actively has increased in CIS (+25%). In Russian regions growth rates are relatively higher, than in Moscow and Saint-Petersburg. 200% 180% 160% 140% Russia 120% 100% CIS 80% Russia: regions 60% (excl. Moscow and 40% St.Petersburg) 20% 0% * (compared to 2012) 11 Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013 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. 100% 90% 80% 45% 44% 43% 43% 45% 43% 42% 42% 70% 60% 50% Moscow, St.Pete and reg. 40% 30% 55% 56% 57% 57% 55% 57% 58% 58% RF (excl. Moscow and 20% St.Pete) 10% 0% 12 Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013 Regional Popularity Ural – 6% of queries North-West – 10% of queries Reg. popularity – 85% Far East – 1% of queries – 7% of queries Saint-Petersburg Reg. popularity – 77% Reg. popularity – 108%, 122% Siberia – 6% of queries, Reg. Central district – 43% of queries popularity – 77%; Moscow – 35% of queries, Reg. popularity – 135%, 155% South – 4% of queries Volga reg. – 12% of queries Reg. popularity – 79% Reg. popularity – 81% CIS – 18% of queries, Reg. popularity – 93% 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 155%, whereas in most other 13 Russian regions it is less than 85%. Данные wordstat.yandex.ru, октябрь ‘2013 Online Fashion Retailers Brand Dynamics Ø User interest in Russian and International online fashion retailers Ø User interest growth towards cross- border e-shops and Chinese trading platforms Online Fashion Retailers Dynamics User interest Dynamics Online retailers share, (based on retailers brands statistics) September 2013 Oct 2011 - Sep 2012 Oct 2012 - Sep 2013 20000000 16000000 91% -3% 148% 12000000 43% 8000000 57% 4000000 0 Russian online stores International Megamarkets, cross- borders and trading Russian platforms International For the last 12 months, interest in local online retailers has increased by almost 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 Lamoda , Wildberries and drop in interest to Bonprix. 15 Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013 Online Retailers, Cross-Borders and Trading Platforms Brand Dynamics 1000000 900000 800000 700000 Aliexpress 600000 eBay Ozon 500000 Bonprix Wildberries 400000 Lamoda 300000 Otto Sapato 200000 Quelle 100000 0 16 Данные wordstat.yandex.ru, январь ‘2012 – сентябрь ‘2013 Online Fashion Retailers Popularity (based on data for the last 12 months) 7000000 6000000 Russian online retailers International online retailers 5000000 4000000 3000000 2000000 1000000 0 17 Данные wordstat.yandex.ru, октябрь ‘2012 – сентябрь ‘2013 Variation in User Interest in Russian Online Retailers 2012 2013 5000000 500% 313% 57% 450% 4000000 400% 350% 3000000 300% 250% 28% 2000000 200% 23% 150% 1000000 35% 100% 45% 50% 4% 451% 135% 0 0% 18 Данные wordstat.yandex.ru, январь ‘2012 – сентябрь ‘2013 Brand Dynamics of Russian Online Retailers 800000 700000 600000 Wildberries 500000 Lamoda Sapato 400000 Kupivip Butik 300000 Boutique Z95 Brand-in-trend 200000 Trendsbrands 100000 0 19 Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013 Variation in User Interest in International Online Retailers 2012 2013 6000000 -24% 30% 5000000 20% 4000000 10% 3000000 7% 0% -6% 2000000 -10% -9% 23% 1000000 4% -20% 16% 25% -22% 8% -22% 0 -30% 20 Данные wordstat.yandex.ru, январь ‘2012 – сентябрь ‘2013 Brand Dynamics of International Online Retailers 1000000 900000 800000 Bonprix 700000 Otto 600000 Quelle La Redoute 500000 Asos Witt 400000 Yoox 300000 Klingel 3suisses 200000 Wenz Zappos 100000 0 21 Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013 Cross-borders and Online Trading Platforms: User Interest Dynamics 2500000 Brand Interest Dynamics eBay 2000000 Aliexpress Ozon 1500000 Taobao Deal Extreme 1000000 Shopotam Vivatao 500000 Club-sale Lightinthebox 0 Kupinatao Luxtao Kitmall 25000 Brand Interest Dynamics based on enclosed queries related to the category items 20000 15000 Taobao Aliexpress 10000 eBay 5000 Ozon 0 22 Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013 Cross-borders and Online Trading Platforms: User Interest Dynamics Brand Queries 50% 16000000 1000% 913% 2012 2013 800% 12000000 -5% 600% 8000000 400% 52% 200% 4000000 New players 0% -19% 17% -47% 0 116% 86% 260% -200% Brand Queries related the Category 160000 73% 5000% User interest in cross-border trading 4500% 4000% platforms is growing rapidly. Their growth 120000 3500% rate is more than Russian retailers’ one for 3000% both groups of queries: brand or category 80000 2500% 4675% 170% 2000% related (ex. “Taobao clothes”). 1500% 40000 The main threat comes from TaoBao and 20% 1000% 500% Aliexpress as potential competitors in the 0 0% category. Taobao Aliexpress eBay Ozon 23 Данные wordstat.yandex.ru, январь ‘2012 – сентябрь ‘2013 Assortment analytics (by segments) Ø Clothing Ø Shoes Ø Accessories Ø Underwear Clothing Ø User interest dynamics in clothing for men, women and kids Ø Interest distribution by types of clothing Ø Interest seasonality Clothing Query Dynamics The number of queries on clothing for women is 4 times more than for men and 2 times more than for kids.
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