Shoe Clothing Industry Brand Online Advertising Fell 26.3%

According to EnfoDesk's research on the think-tank, footwear The scale of apparel brand online advertising dropped further, with a decrease of 26.3% in September 2012. Affected by seasonal factors, the scale of online advertising in apparel apparel industry showed a continuous contraction in the third quarter of 2012, of which the amount of Internet advertising in September was even less than 1/3 in July.

From the performance of the market segments, except the table series, contact lenses and sports shoes market segment advertising market has increased, the rest of the subdivision. market There are different ranges of decline. Among them, online retail apparel and brand image advertising in September, the scale of online advertising decreased by 26.5%, but its market share still ranked first. Sportswear September Internet advertising dropped by 46.2%, and its market share declined from 33.9% in August to 24.7% in September.

Table series in September, the scale of online advertising increased, rising by 20.4%, and its market share rose from 6.6% in August to 10.8%. In the market segment of contact lenses, Internet advertising increased significantly in September. The market share rose by 89.4%, and its market share increased from 3.7% in August to 9.6% in September.

In September 2012, the advertising agency of apparel and apparel brands online showed that Nike ranked first in the list, and the second were in the third place. The amount of money put in the first three months is less than 5 million yuan, and the gap between them is small.

September 2012 China apparel and apparel industry brand online advertising TOP20 advertisers

From the perspective of TOP20 brand advertisers, nearly 40% of advertisers sharply reduced the cost of online advertising marketing in September. Among them, Nike has reduced nearly half of its online advertising marketing expenses, and the amount it invested in the month was only 4 million 917 thousand yuan, down 44.6% from the same month. At the same time, Nike adjusted the online advertising strategy, reduced the network media delivery platform, and significantly reduced the amount of its Sina portal.

XTEP China and fan Kai pin also slashed their online advertising. Marketing The cost of XTEP, China, fell by 32.8% compared with that in China, and it continued to decline, compared with 71.4% in September. In addition, sportswear ad owners 361 degrees, PEAK September network marketing costs have also been substantially reduced.

Although the scale of online advertising in apparel and apparel industry has been shrinking in September, there is also a growing number of people who are suddenly up in the world. After the campaign season, they began to sell their brands vigorously. For example, the cosmos international, which dominated the Korean cowboy mix fashion, won the TOP20 advertisers list in September, advertising on the NetEase portal's women's channel, fashion dress channel and the female vertical portal Ruili network. The International Platinum association has launched its own brand of jewelry, and has organized a platinum campaign to win the Hawaii Double Tour for its love micro promises.