Analysis Of Russian Shoes And Apparel Retail Status

It is reported that since the end of 2014, the Russian economy has entered a period of shock: social and political problems and the depreciation of rouble have affected the market situation.

The import trend and product variety in retail industry are constantly updated, so they are particularly vulnerable to the impact of instability.

Under such circumstances, a series of foreign middle end brands are forced to withdraw from the Russian market (e.g.: OVS, Esprit, NewLook, RiverIsland) or reduce the number of branches (such as Adidas, Marks&Spencer, Stockmann, Mango).

When some brands lose interest in the Russian market, there is a new bottom brand.

When offline stores do everything possible to reduce the loss caused by the rouble depreciation, online stores are relaxed and optimistic by reducing costs and dividends, simplifying design, localization, changing product varieties and improving service quality.

For example, sales of KupiVip, one of Russia's largest online apparel retailers, showed a 65% growth in May, while sales of Lamoda in another clothing store increased two times in May.

According to DataInsight, despite the adverse effects of the rouble depreciation, the sales volume and sales volume of foreign Internet stores are still faster than that of domestic online stores this year.

China's online store giants are also vigilant and have begun to strengthen their position in the Russian market: speed Mart has built up logistics networks with the help of local businesses, and Jingdong mall and Russian post have also stepped up cooperation in pport.

Clothing and

It has been one of the largest segments of the online retail market.

According to InSales data, in 2014, the trade volume of clothing and shoes plates reached 93 billion rubles, ranking second in the top five plates (electronic products and household appliances ranked first, and the paction volume was 147 billion roubles).

EMarketer data also show that clothing and shoes are the second largest online market segments in the Russian market:

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No matter what the financial situation is, Russians spend 10% of their expenses on clothing and shoes.

Clothing accounts for 60% of the fashion market, 35% for shoes and 5% for accessories.

Meanwhile,

And women's shoes are the most popular products. Their share of the overall clothing and shoes plates reaches 60%, men's shoes and men's shoes are 25%, and children's shoes and children's shoes are 15%.

According to the latest search data from Yandex, the dress is the hottest type of clothing in women's wear (54%), and the western style jacket (24%) and the dress (24%) are the most popular men's and children's clothing categories.

 

According to the Euromonitor report data, the clothing and footwear sector of the Russian online retail trade market continued to grow steadily.

In addition to traditional factors such as saving time and variety, the price function offered by the online shopping mall and the purchase of the most valuable products are particularly important in some emergency situations.

Although Moscow has the highest purchasing power in the country (the share of the online shopping volume in the capital is 40.1%), the online retail trade is developed by a small population of less than one million people.

This trend is related to the structural characteristics of the Russian fashion market.

The problem is that citizens in big cities have the opportunity to go to the sales centers or free goods centers, and there is no such possibility for local consumers. The market is still dominated by retail trade.

Of course, the share of market trade in Russian consumption mode has been decreasing gradually. In small scale settlements, this channel is often the only place to buy goods.

At the same time, the price of the retail market is often higher than that of the online store.

Because of this, more and more Russian consumers choose to shop in China.

The problem of consumers' low trust in online payment of bank cards has been solved. The largest online stores in China have opened up online payment methods used by Russians, such as Yandex. payment, Qiwi, etc., and even one of them is ready to release the most popular "cash on delivery" service for Russian consumers.

Children's clothing sector is particularly noteworthy.

In recent years, the Russian children's clothing market has grown at a rate of 15% per year, which is two times higher than the average speed of the children's clothing market in the world (for example, the speed of children's clothing plates in Europe is 1-2%).

This trend is largely related to the steady growth of the birth rate. In 2014, the number of new students in Russia reached 1 million 947 thousand and broke the twenty-first Century record.

So far this summer, retailers still have the chance to sell children's products at a price higher than 2014.

Many retailers ordered goods in advance at the price of 2014, so they have enough stock.

Recently, however, many market participants have been actively looking for manufacturers of cheap products.

For example, in June this year, the Russian children's clothing shop UMKA officially invested in Chinese merchants.

Yandex is no exception. This search giant noticed that the search volume of children's clothing increased significantly, and decided to build children's clothing separately in its own Yandex.Market mall in 2014.

Under the present circumstances, the company that focuses on the long-term development strategy of the Russian market will gain absolute advantage.

Do not try to save money by reducing the cost of marketing, advertising and customer loyalty programs. This policy will only bring short-term effects; instead, invest in market development, brand awareness and the increase in repeat purchase volume and conversion rate.