The analytical center of the leading online store of children's shoes “Botinok.ru” presented an analysis of the market of children's shoes for June 2016. An analytical report includes two blocks of data: a market index and a brand popularity rating.
The indicator "market index" characterizes the activity of potential buyers of children's shoes. The base for it is May 2011 of the year.
In June 2016, the children's footwear market index dropped to 395 points (by 25%, from 527 in May).
“This is a traditional decrease in the market index for the first summer month — over the 5 year of observations, the month-to-month index fell within the range of 23-29%,” the analytical report says. - The seasonal market decline in June occurred fairly evenly across all brands, due to which the positions of leaders Brand popularity ratings have not changed:
|Place||Place in may||Change|
The children's shoes market index is determined on the basis of statistics on user requests in the Yandex search engine. 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 monthly changes are calculated for each of the components. The market index is equal to the average change in the I_market components = (IBt / IB1 * K + IMt / IM1) * 0.5 * 100%, where:
IBt - the number of requests for brands of children's shoes in the current period
IB1 — the number of inquiries by brand of children's shoes in the base period (May 2011)
IMt - the number of requests for children's shoes in general in the current period
IM1 - the number of requests for children's shoes in general in the base period (May 2011)
K is a correction factor that introduces an amendment to take into account changes in the composition of the index (addition and exclusion of participating brands).
The popularity rating of children's shoe brands is also compiled based on user request statistics. 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), when calculating the rating, only those queries are taken into account for which at least 10 links are present in the first 7 positions in the search to sites related to children's shoes. If this condition was not met, then the additional corrective words “shoes” or “children's shoes” were used, which made it possible to make sure that all these requests relate specifically to children's shoes. The brand name was taken into account both in Russian and in Latin spelling.
Now we are analyzing the demand for 25 brands of children's shoes. New brands are included in the rating after overcoming the "cutoff threshold", below which the brand is considered little known to the potential buyer. Now this threshold is 1500 requests per month.
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The online store of children's shoes Botinok.ru is one of the oldest online stores of children's shoes on the Russian market - the site www.botynok.ru was launched in 2005 year. The main activity is retail sale of children's shoes of the Minimen, Kuoma, Kotofey, Demar, Moregor, Totto brands. The online store provides courier delivery in Moscow and St. Petersburg, mail and express delivery throughout Russia and the countries of the customs union. It has more than 600 points of delivery of orders in more than 230 cities of Russia and Kazakhstan. Since May 2011, the company has been running an analytical center whose task is to monitor the market for children's shoes and develop a marketing strategy for the company.