2017奢侈品行业百度搜索报告（英文版）.pdf
LUXURYINDUSTRYBAIDUSEARCHREPORTSPRING-SUMER2017BAIDUIMS百度整合营销策略部FOREWORDnDATASOURCE:BAIDUPV(SEARCHVOLUMEOFKEYWORDS)nTIMEPERIOD:2015.04-2017.02nYOYGR:2016.03-2017.02vs.2015.03-2016.02CONTENTS1.2.3.4.5.6.Apparel AccessoriesShoesBagsWatchJewelry1.Apparel0%10%20%30%40%50%60%70%80%90%Mobile PC Mobile ShareThesearch volumeofapparelcategoryishuge.SeasonalityhasstrongimpactsonsearchvolumeA/WheldhighersearchvolumethanS/Sduetoitsaffluentproductlines.Daily PV1.5milYOYGR14.9%MoShare83%ApparelCategorySearchTrendsData Source: Baidu PV97% of searches were non-brand related words, which includes generic product names like “Skinny Jeans” and WOM words like “which skiny jeans brand is better? “Brand3%Non-Brand97%+64%+14%ApparelCategorySearchContents AnalysisFor aparel category, people care more on the style, design and popular elements when purchasing, andthe brand loyalty was relative low.+64%growthrateinbrandsearches, which indicates the needs in luxury apparel is rising, and brand competition is more fierce as welData Source: Baidu PVProduct71%WOM11%Mix & Match5%Inquire3%Distribution2%After Sales2%Celebrity2%Price1%Others3%Non-BrandSearchContentAnalysisTop Product KWs+22%+163%+47%Top WOM KWsTopMix&Match KWs71% of searches onproductnames,folowedbyWOMandmix&matchwords,whilstcelebritiesplayedanmoreandmoreimportantroleinapparelcategory.Data Source: Baidu PV女装品牌大全brand list of women's wear品牌女装branded women's wear女装品牌brand of women's wear男装品牌大全brand list of men's wear男装品牌brand of men's wear穿衣搭配clothing match服装搭配clothing match胖人服装搭配clothing match for the overweight腿粗穿什么裤子显瘦in which pants to lok slim怎样搭配衣服how to match clothing欧美服装European-American clothing女装Women's wear衣服Clothing韩版女装Korean style women's wear连衣裙Dress3PantsCoatDresDownJacketsSweaterTopSearchedApparelProductLine1245Data Source: Baidu PVFast-Growing ApparelStyles&SKUExtraLongSleveHoodie超长袖卫衣ExtraLongSleveSweater超长袖毛衣x10x7ExtraLongSleeve超长袖1Data Source: Baidu PVDenimStyle牛仔丹宁2Unedged JeansLooks毛边牛仔裤搭配x52Denim Bib Pants牛仔背带裤+244%MaleSkinnyJeans男士修身牛仔裤+409%Fast-Growing ApparelStyles&SKUData Source: Baidu PV
