Market analysis of the Internet trade in clothing and footwear in Russia (including the forecast until 2019)
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Description
The research report consists of 9 chapters.Chapter 1 contains the methodological characteristics of the study: the purpose, objectives, object, methods and information base of the study.
Chapter 2 describes the main characteristics of Internet commerce, its key features, as well as the classification of online stores and the definition of the concept of the “Clothing and Footwear” segment.
Chapter 3 is devoted to the description of the key characteristics and development trends of the international online retail market, as well as the description of the reasons for Russia’s lagging behind the leading countries in this field.
Chapter 4 provides information on the market volume of sales of online stores in Russia according to estimates of various companies.
Chapter 5 is devoted to the description of the main trends and prospects for the development of the online store sales market in Russia
Chapter 6 presents the key elements of the state program for regulating and developing the online sales market in Russia.
Chapter 7 provides a description of the volumes and growth rates of sales of online stores in the “Clothes and Shoes” product category, by manufacturing companies and by brands, and also presents a forecast for the next 5 years.
Chapter 8 is devoted to the description of the characteristics of the behavior of customers in online stores in the segment "Clothing and Shoes"
Chapter 9 analyzes the financial and economic activities of the main players in the online retail market in Russia in the “Clothing and Footwear” segment
Purpose of the study
Describe the current state, main trends and development prospects of the Russian market for online stores in the category “Clothing and Footwear”, make a forecast
Objectives of the study:
Determine the volume, growth rate and dynamics of the development of the Russian market of sales of online stores in the category “Clothing and Footwear”.
2. Highlight and describe the main market segments for online stores in the category “Clothing and Footwear” in Russia.
3. To characterize the structure of preferences of online shoppers in the category “Clothing and Footwear” in Russia.
4. Determine the market shares of the main participants in the market for online stores in the category “Clothing and Footwear”.
5. To characterize the competitive situation in the market of sales of online stores in the category “Clothing and Footwear” in Russia.
6. Create different scenarios for forecasting key indicators of the online store sales market in the “Clothing and Footwear” category in Russia in terms of value.
7. Identify key trends and prospects for the development of the online store sales market in the “Clothing and Footwear” category in Russia over the next few years.
8. To determine the key factors determining the current state and development of the market for sales of online stores in the category “Clothing and Footwear” in Russia.
9. To determine the factors that impede the growth of the market for online stores in the category “Clothing and Footwear” in Russia.
10. Describe the financial and business activities of participants in the market for online stores in the category “Clothing and Footwear”.
11. Determine the range of products offered by online stores in the category “Clothing and Footwear” on the Russian market.
12. Describe the key elements of the state program for the regulation and development of the Internet sales market in Russia.
Object of study
Market sales of online stores in the category "Clothing and Footwear" in Russia.
Data collection method
Monitoring of printed and electronic business and specialized publications and databases; analytical reviews of the market; the Internet; marketing and consulting materials; research results DISCOVERY Research Group.
Information base of research
1. Databases of the Federal Customs Service of the Russian Federation, Federal State Statistics Service of the Russian Federation (Rosstat).
2. Materials DataMonitor, EuroMonitor, Eurostat.
3. Printed and electronic business and specialized publications, analytical reviews.
4. Internet resources in Russia and the world.
5. Expert surveys.
6. Materials of participants of the domestic and world markets.
7. The results of research marketing and consulting agencies.
8. Materials of sectoral institutions and databases.
9. Results of price monitoring.
10. Materials and databases of UN statistics (United Nations Statistics Division: Commodity Trade Statistics, Industrial Commodity Statistics, Food and Agriculture Organization, etc.).
11. Materials of the International Monetary Fund (International Monetary Fund).
12. Materials of the World Bank (World Bank).
13. WTO materials (World Trade Organization).
14. Materials of the Organization for Economic Cooperation and Development (Organization for Economic Cooperation and Development).
15. Materials International Trade Center.
16. Materials Index Mundi.
17. Results of the DISCOVERY Research Group.
Sample size and structure
The procedure of content analysis of documents does not involve the calculation of the volume of the sample. All documents available to the researcher are subject to processing and analysis.
Summary:
In January 2016, the marketing agency DISCOVERY Research Group completed a study of the Russian market for sales of online stores in the segment “Clothing and Footwear”.
PrinciplesThe operation of an online store can be described in three stages: placing an order — paying for an order — delivering an order. The main methods of payment for purchases in the online store are bank cards, bank transfers, cash, electronic money, instant payment terminals, SMS payments, cash on delivery, electronic cash registers. Two types of online stores can be distinguished: an online store that operates only via the Internet (does not have a physical address), and a store that sells both in offline stores and online. The volume of online retail in 2014 throughout the world amounted to 839,637.7 million dollars, where the growth rate was equal to 20.9%. The largest sales volume accounted for the United States and amounted to 244,746.2 million dollars. By the end of 2014, Russia ranks 8th in the world online retail market volume. The penetration of retail networks into the online sales market is growing rapidly, due to the profitability of the industry. Among the retail chains that have not yet launched online sales, 73% are FMCG networks. It is worth noting that they have not yet come to online retail: Magnit (the largest retail chain); Pyaterochka and other X5 networks; Dixie; Tape; IKEA; Castorama; Centrobuv; Gloria Jeans; Rainbow smile; Fix Price. The total volume of the online sales market in Russia in 2014 is about 654 billion rubles. The market growth rate in 2014 was 28%. In the future, stable market growth rates of 15-20% annually are expected. The main factor affecting such a significant increase in online sales is the growth of the ruble exchange rate against the dollar. The total volume of the online sales market in Russia in the “Clothing and Footwear” category in 2014 is about 84 billion rubles, which is about 13, 7% of online retail sales in Russia. The growth rate of the category volume in 2014 was at the level of 31%. It is assumed that the category “Clothing and Shoes” will continue to occupy a leading position in terms of sales, the value of which in 2019 will amount to 244.2 billion rubles. The largest players in the market of sales of online stores in the category “Clothing and Shoes”, for which A description of the financial and economic activities are presented: Wildberry LLC (Wildberries), Otto Group, and KupiShoes LLC (Lamoda.ru). A brief description of the study: Preparing the analysis of the market for the sale of clothing and footwear in the Russian market for online trading and forecast to 2019. Study contains information on the market volume, growth rates, trends and development prospects and other key indicators.
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