The analytical center of the online shoe store Botinok.ru continues monthly monitoring of the children's shoe market on the Internet. It includes two blocks of data: a market index and a brand popularity rating.
The market index of children's shoes in May was 100, in June - 69, in July - 33, in August - 50. This indicator characterizes the activity of potential buyers of children's shoes. The base for the index is the value of interest of potential buyers in May 2011.
In August, the value of the market index rose by 17 points to the level of 50. The first half of August, as predicted, was characterized by a rather low activity, approximately corresponding to the level of July. Starting from the 20 of August, the activity of potential buyers increased sharply (several times compared to the beginning of the month), due to the increased demand for shoes for school and kindergarten before the start of the new school year. However, this small surge of interest (one decade from 3) did not significantly affect the value of the index for the month. According to analysts, the activity of potential buyers in September-November will continue to grow.
In August, the list of brands involved in monitoring was expanded to include Viking and Demar brands. In August, the three leaders changed - a relatively new but actively developing brand of children's shoes Kapika came in third. The leaders of the “Kotofey” and “Antelope” ratings are still ahead of the rest by multiple margins. Beginners "Viking" and "Demar" took their rightful places (7-e and 11-e, respectively) in the first half of the rating.
Children's shoes market index - is determined on the basis of statistics of inquiries of Internet users in the Yandex search system. The analysis takes into account requests related to both children's shoes in general and their specific brands. The market index consists of two components - the brand index and the market index as a whole.
The popularity rating of brands of children's shoes is also compiled on the basis of statistics on requests from Internet users. Due to the fact that the names of many brands are not unique and apply not only to children's shoes (“Zebra”, “Antelope”, “Kotofey”, for example), only those queries that include the words “children's shoes ”and brand name. The brand name was taken into account both in Russian and in Latin spelling.