outdoor market online: russia & europe
DESCRIPTION
Outdoor activity market review: volume, dynamics, segments, audience. Russia & EU specifics.TRANSCRIPT
June 2014 updated
Август 2014
October 2014
Outdoor Market Online: Russia & Europe
Hermes Group Facts & Figures
Интернет-магазин уже есть, и было бы неплохо:
Hermes – is the only global service provider
positioned closed to customers and provides all
services along the supply chain
— Turnover of the Hermes Group в 2013 $2,64 bln
— Suppliers joined Hermes-OTTO International
supply chain and it keeps growing 2000
— Employees of Hermes Group worldwide 11 800
— For Hermes Fulfilment due the
world’s largest automatic returns
warehouse in Haldensleben
The VDI
Innovation
Award
2013
— Parcels per year are processed by
Hermes in Europe
452mln
Sourcing &
Product
Transport
Logistics
Full Service
E-Commerce
Distribution
— Hermes is a premium sponsor of the
German Bundesliga
USA
EU
USA
EU
EU
CN
EU
USA
GLOBAL
E-COMMERCE
CN
DE
CN
CN
EU
CN
USA
EU
EU
HNT’s Clients
Outdoor Industry Total Retail Sales
European outdoor market (incl. Russia) volume
$ 13,7 bln (+3% YoY) incl.
$ 1,2 bln online sales
Source: European Outdoor Group, Hermes Nextec Russia estimations
TOP-10 European Outdoor Market Leaders
13,4%
25,7%
12,2%
6,3%
5,7%
5,6%
5,0%
4,5%
4,1%
3,0%
% of the European total outdoor market, 2013
Source: European Outdoor Group, Hermes Nextec Russia estimations
TOP-10 Countries’ Market Contribution
TOP-10 countries provide 86% of the outdoor retail
sales in Europe
Source: European Outdoor Group, Hermes Nextec Russia estimations
European Outdoor Market Structure (2013)
Apparel
Footwear
Outdoor accessories
Backpacks & luggage
Tents
Climbing equipment Sleeping bags & mattresses
Source: European Outdoor Group, Hermes Nextec Russia estimations
Russia’s Outdoor Market Specifics
• Mushroom & berry pickers, fishermen influence
• Weak position of special outdoor apparel
• Strong position of gumboots
• Strong position of tents
• Practically no climbing
Outdoor Audience Segmentation (Russia)
A. Hikers, campers, fishermen, hunters
B. Countryside & summerhouse livers, summer residents
C. Outdoor leisure pleasurers
D. Outdoor sportsmen (Extreme)
70 mln people
Countryside & Summerhouse Livers, Suburbans
• Products: apparel, footwear, burner stove, lantern, gas heater, air mattress, etc.
• Total audience: 70 mln. At least 9 mln of them are the Internet purchasers.
33 mln people
Hikers, Campers, Fishermen, Hunters
• Products: footwear, tent, sleeping bag, burner stove, inflatable boat, fishing chair,
backpack etc.
• Total audience: 33 mln. At least 8 mln of them are the Internet purchasers.
20 mln people
Outdoor Leisure Pleasurers
• Products: footwear, event shelter, chair, lantern, cooling box, air mattress, backpack,
etc.
• Total audience: 20 mln. At least 8 mln of them are the Internet purchasers.
1,5 mln people
Outdoor Sportsmen (Extreme)
• Products: apparel, footwear, backpack, sleeping bag, protection equipment etc.
• Total audience: 1,5 mln. At least 1 mln of them are the Internet purchasers.
Russia’s Outdoor Market Volume
Russian outdoor market volume
$ 1 bln (+7% YoY) incl.
$ 60 mln online sales
Source: European Outdoor Group, Hermes Nextec Russia estimations
Russia: Most Active E-Shoppers
1. Outdoor extreme sportsmen
2. Young fishermen
3. Hikers
Russian Outdoor Online Market Perspectives
Outstripping growth rate of the
Russian outdoor online market in 2014 +30% YoY
5-fold market growth through 2013-2020 period
up to $ 290 mln
Outdoor online market dynamics forecast,
$ mln, Russia, 2013-2020
Source: Nextec Russia estimations
Contacts:
Oleg Zhukov
Head of Marketing
Hermes NexTec Russia
www.hermesworld.com