Online Advertising Of Footwear And Clothing Brands Fell 26.3% Month On Month

According to the research of EnfoDesk, footwear The online advertising scale of brands in the apparel industry further declined, with a 26.3% month on month drop in September 2012. Influenced by seasonal factors, the scale of online advertising in the clothing industry in the third quarter of 2012 showed a trend of continuous contraction, of which the amount of online advertising in September was even less than one-third of that in July.

From the performance of the market segments, except for the watch series, contact lenses and sports shoes, the online advertising scale in the market segments has increased market There are declines in different ranges. Among them, online retail clothing and brand image advertising dropped 26.5% month on month in September, but its market share still ranks first. The online advertising of sportswear in September fell 46.2% month on month, and its market share fell from 33.9% in August to 24.7% in September.

The scale of online advertising in September rose against the trend, up 20.4% month on month, and its market share rose from 6.6% in August to 10.8%; The online advertising in the contact lens segment also increased significantly in September, up 89.4% month on month, and its market share rose from 3.7% in August to 9.6% in September.

In September 2012, as shown in the table below, Nike ranked first, while Bausch&Lomb and Muwang Jiu ranked second and third respectively in the online advertising of top 20 brands in the apparel industry. The investment amount of the top three in the current month is less than 5 million yuan, and the gap between them is small.

In September 2012, the top 20 advertisers of online advertising of brands in China's clothing industry

Judging from the placement of TOP20 brand advertisers, nearly 40% of the major advertisers significantly reduced the online advertising marketing expenses in September. Among them, Nike cut its online advertising marketing expenses by nearly half, and the amount of online advertising in the current month was only 4.917 million yuan, down 44.6% month on month. At the same time, Nike has adjusted its online advertising strategy, reduced its online media platform, and significantly reduced its amount of advertising on Sina Portal.

Special Step China and Vancl also significantly cut their online advertising Marketing Among them, the cost of Tepco China fell 32.8% month on month, and that of Vancl continued to decline, with a 71.4% month on month decline in September. In addition, the online marketing expenses of sportswear advertisers and Peak in September were also significantly reduced.

Although the scale of online advertising in the clothing industry in September has shrunk as a whole, there are also many new comers who began to vigorously market their brands after the sports season. For example, Cosmos Star International, which focuses on South Korea's cowboy mix and match fashion, was strongly included in the Top 20 list of advertisers in September, and launched advertisements on Netease's Women's Channel, Fashion Channel and Women's Vertical Portal Ruili. The International Platinum Association focuses on its jewelry category, and held the activity of "Platinum for Love," Micro Commitment, and Win Hawaii Double Tour "to vigorously promote its brand.