The analytical center of the online store "Botinok.ru" began monthly monitoring of the children's footwear market. It includes two data blocks: the children's footwear market index and the popularity rating of children's footwear brands. The first block of measurements was carried out on May 11, 2011. Further measurements will be carried out in the middle of each month.
Children's shoes market index characterizes the activity of potential buyers of children's shoes. The base for the index is the interest of potential buyers of children's shoes in May 2011. The Kotofey brand (20000 points) leads in the ranking of the popularity of children's shoes brands, followed by Antelope (17873), Minimen (8342), Skorohod ”(6795),“ Kapika ”(6540),“ Ekko ”(4055),“ Bambini ”(3937),
Flamingos (3142), Zebra (2999), Superfit (2993). The rating table of the brands Bartek, Tale, Tashi Ortho, Kakadu, Kuoma and Shaluny is closed.
The popularity of children's shoe brands is very changeable. It depends not only on the quality of shoes, brand awareness, its positioning, but also on the season. So, some brands are strong in summer shoes, while others in winter. Some have released an extremely successful collection of the current season, while others have failed. In order that buyers and market participants can navigate what children's shoes really use with millet, the analytical center of the online shoe store Botinok.ru made a rating of the popularity of children's shoe brands on the Internet. In the future, this rating will be updated monthly and reflect changes in the positions of brands of baby shoes, not only relative to last month, but also relative to last year.
The index of the children's footwear market is determined based on the statistics of requests from users of the Russian part of the Internet in the Yandex search engine. The analysis takes into account inquiries related to both children's shoes in general and specific brands. The market index consists of two components - the brand index and the market index as a whole. Changes in each of the components are calculated monthly. The market index is equal to the average change in components.
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.
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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 was launched in 2005. The main activity is retail sale of children's shoes.
In May 2011, the company created an analytical center whose task is to monitor the market for children's shoes and develop a marketing strategy for the company.