Brand KPIs for second-hand apparel online shops Kleinanzeigen (eBay-Kleinanzeigen) in Germany-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

second-hand

apparelonline

shops:

Kleinanzeigen

(eBay-Kleinanzeigen)

in

GermanyConsumer

Insights

reportOctober2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Kleinanzeigen

(eBay-Kleinanzeigen)’s

performance

inthe

second-handapparel

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofOctober

202486%

of

Kleinanzeigen

(eBay-Kleinanzeigen)

users

display

loyalty

towards

thebrandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Kleinanzeigen

(eBay-Kleinanzeigen)’s

brandingresonates

more

with

Gen

X?Kleinanzeigen

(eBay-Kleinanzeigen)

rankssecond

inawareness

withinthesecond-hand

apparel

onlineshopmarket?Kleinanzeigen

(eBay-Kleinanzeigen)

generally

appealstomen

more

than

women?Thepopularity

ratingof

Kleinanzeigen

(eBay-Kleinanzeigen)

is

51%?Among

Kleinanzeigen

(eBay-Kleinanzeigen)enthusiasts,33%

fallunderthehigh-income

category?Kleinanzeigen

(eBay-Kleinanzeigen)

ranksfirst

inusage?Consumers

want

theirsecond-hand

apparel

onlineshop

brandsto

havereliability,

honesty

/trustworthiness,

andfriendliness?Interms

of

loyalty,Kleinanzeigen

(eBay-Kleinanzeigen)

is

thirdin

Germany?Kleinanzeigen

(eBay-Kleinanzeigen)

hasascore

of42%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

for

Kleinanzeigen

(eBay-Kleinanzeigen)

at88%Brand

profile:

snapshotBrand

performance

of

Kleinanzeigen

(eBay-Kleinanzeigen)

inGermany88%86%51%42%37%AwarenessPopularityUsageLoyaltyBuzz5Notes:Second-hand

apparel

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

all

respondents

(awareness),

n=1,094,

respondents

who

know

the

individual

brand

(popularity),n=1,094,

respondents

who

know

the

individual

brand

(usage),

n=410,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,094,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Kleinanzeigen

(eBay-Kleinanzeigen)’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations37%35%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeKleinanzeigen

(eBay-Kleinanzeigen)

bygeneration

versus

the

share

ofindustryusers

ingeneral,

we

cansee

that28%26%Kleinanzeigen

(eBay-Kleinanzeigen)

is

liked

by11%

ofBaby

boomers

and34%

ofGen

Xers,

whereas

the

totalshareof

industryusers

is9%

and28%,

respectively.20%ForMillennials

andGen

Z,

35%

and

20%

feel

positivelytowards

Kleinanzeigen

(eBay-Kleinanzeigen),

versus37%

and

26%.

Socurrently,

forKleinanzeigen

(eBay-Kleinanzeigen),

Gen

X

connects

most

withtheirbrandcompared

to

theoverall

industryuser.11%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosecond-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=557,

Kleinanzeigen

(eBay-Kleinanzeigen)

enthusiast,

n=870,

second-handapparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Kleinanzeigen

(eBay-Kleinanzeigen)

generally

appeals

to

menmore

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Kleinanzeigen

(eBay-Kleinanzeigen)

shows

thatwomen

areless

likely

tohaveanaffinitywiththebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Kleinanzeigen

(eBay-Kleinanzeigen)

hasalower

proportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.6%8%49%51%51%49%51%

ofmen

likeKleinanzeigen

(eBay-Kleinanzeigen)

compared

to

49%

ofwomen,

whereas

forthe

overall

industry,51%

ofwomen

usesecond-hand

apparelonlineshopscompared

to

49%

of

men.89%86%6%

of

Kleinanzeigen

(eBay-Kleinanzeigen)

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=557,

Kleinanzeigen

(eBay-Kleinanzeigen)

enthusiast,

n=870,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Kleinanzeigen

(eBay-Kleinanzeigen)

enthusiasts,

33%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.26%23%Single33%35%26%25%CoupleSingleparentNuclear33%

ofKleinanzeigen

(eBay-Kleinanzeigen)

enthusiastsarefromhigh-income

households.Kleinanzeigen

(eBay-Kleinanzeigen)’sbrandisgenerally

enjoyed

more

byconsumers

who

arepartof

asinglehousehold,

26%

ofKleinanzeigen

(eBay-Kleinanzeigen)

enthusiastshavethiscurrent

living

situation.10%11%36%26%26%36%28%Multi-generational0%2%9%11%31%ExtendedOther3%4%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=557,

Kleinanzeigen

(eBay-Kleinanzeigen)

enthusiast,

n=870,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

second-hand

apparel

online

shop

brands

to

havereliability,

honesty

/

trustworthiness,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

second-hand

apparel

onlineshopbrandsForsecond-hand

apparel

online

shops,the

top

three

qualitiesusers

want

fromabrandarereliability,

honesty

/Authenticity50%Thrill/ExcitementSustainabilityBoldnessClevernesstrustworthiness,

andfriendliness.40%30%20%10%0%Kleinanzeigen

(eBay-Kleinanzeigen)users

alsoappreciate

thesekeyattributes,indicating

Kleinanzeigen(eBay-Kleinanzeigen)

exudes

thesequalities.SocialresponsibilityCoolnessReliabilityExclusivityThequalitiesthatKleinanzeigen

(eBay-Kleinanzeigen)

enthusiastsareleastfocused

onare

thrill/excitement

andinclusiveness.InnovationInclusivenessFriendlinessHighvalueKleinanzeigen

(eBay-Kleinanzeigen)shouldwork

on

promoting

sustainabilitytoconvert

enthusiastsintoowners.Honesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=410,

Kleinanzeigen

(eBay-Kleinanzeigen)

users’,n=557,

Kleinanzeigen(eBay-Kleinanzeigen)

enthusiast,

n=870,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Kleinanzeigen

(eBay-Kleinanzeigen)

fans,

20%

state

that

they

get

excitedabout

second-hand

apparel

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofsecond-hand

apparel

online

shopsingeneral?28%

28%26%24%20%

20%18%18%17%16%15%14%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutsecond-

topicsrelating

toIliketotalkabouthand

apparelonlineshopssecond-handapparel

onlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

second-hand

apparel

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comes

tosecond-hand

apparel

online

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=557,Kleinanzeigen

(eBay-Kleinanzeigen)

enthusiast,

n=870,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1186%

of

Kleinanzeigen

(eBay-Kleinanzeigen)

users

display

loyalty

towards

thebrandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

second-hand

apparel

online

shops,the

average

awareness

ofabrandinGermany

is

46%.Awareness

ofKleinanzeigen

(eBay-Kleinanzeigen),however,

isat88%.Awareness51%

ofGerman

second-hand

apparel

online

shopusers

saythey

likeKleinanzeigen

(eBay-Kleinanzeigen),compared

to

anindustryaverage

brandpopularity

of32%.BuzzPopularity37%

ofindustryusers

inGermany

say

theyuseKleinanzeigen

(eBay-Kleinanzeigen),

with

the

averageusageof

abrand

at23%.86%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

73%.Kleinanzeigen

(eBay-Kleinanzeigen)

hasbeen

noticedmore

inthe

media

compared

tootherbrands,witha“Buzz”score

of

42%

compared

to24%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Second-hand

apparel

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

all

respondents

(awareness),

n=1,094,

respondents

who

know

the

individual

brand

(popularity),n=1,094,

respondents

who

know

the

individual

brand

(usage),

n=410,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,094,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Kleinanzeigen

(eBay-Kleinanzeigen)

ranks

second

in

awarenesswithin

thesecond-hand

apparel

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofKleinanzeigen(eBay-Kleinanzeigen)Rank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1eBay94%88%87%71%62%44%27%18%16%15%12%Kleinanzeigen

(eBay-Kleinanzeigen)234ZalandoEtsy5VintedUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6momoxfashionM?dchenflohmarktREBELLE78Outofallrespondents,

88%

were

aware

ofKleinanzeigen

(eBay-Kleinanzeigen).

Thisranksthemsecond

compared

toother

brandssurveyed

inthismarket.88%9FARFETCHSellpyAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Kleinanzeigen

(eBay-Kleinanzeigen)

is

51%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofKleinanzeigen(eBay-Kleinanzeigen)Rank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.Kleinanzeigen

(eBay-151%51%41%37%32%29%27%26%26%25%Kleinanzeigen)2eBay3Vinted4Zalando49%Outofconsumers

who

knew

thebrand,

51%

saidtheyliked

Kleinanzeigen

(eBay-Kleinanzeigen).

Thisranksthemfirstcompared

tootherbrandssurveyed

inthismarket.5FARFETCH51%6Etsy7momoxfashionM?dchenflohmarktVestiaire

CollectiveINLOVEAGAIN89PopularityN/A1014

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,094,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Kleinanzeigen

(eBay-Kleinanzeigen)

ranks

first

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofKleinanzeigen(eBay-Kleinanzeigen)Rank#

BrandUsage

%37%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

second-hand

apparel

online

shops,which

ofthefollowingbrandshaveyou

usedinthepast12

months?”.Kleinanzeigen

(eBay-Kleinanzeigen)12eBay35%3Vinted29%37%Outofconsumers

who

knew

thebrand,

37%

saidtheyused

Kleinanzeigen

(eBay-Kleinanzeigen).

Thisranksthemfirstcompared

tootherbrandssurveyed

inthismarket.4Zalando26%5FARFETCHREBELLE25%619%63%7INLOVEAGAINEtsy18%818%9M?dchenflohmarktmomoxfashion17%UsageN/A1017%15

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=1,094,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Kleinanzeigen

(eBay-Kleinanzeigen)

is

third

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofKleinanzeigen

(eBay-Kleinanzeigen)’sconsumersRank#

BrandLoyalty

%89%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1eBay14%2Zalando86%Kleinanzeigen

(eBay-Kleinanzeigen)386%4Vinted84%5Vestiaire

CollectiveEtsy84%676%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

second-handapparel

onlineshops,which

of

the

following

brandsareyou

likely

to

useagaininthe

future?”.7momoxfashionSellpy75%867%86%9M?dchenflohmarktFARFETCH66%Outofrespondents

whohaveused

Kleinanzeigen(eBay-Kleinanzeigen),

86%

saidtheywould

usethebrandagain.LoyaltyN/A1062%16

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=410,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Kleinanzeigen

(eBay-Kleinanzeigen)

has

a

score

of

42%

formedia

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofKleinanzeigen

(eBay-Kleinanzeigen)Rank#

BrandBuzz%43%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1eBayKleinanzeigen

(eBay-Kleinanzeigen)242%3Zalando32%Outofconsumers

who

knew

thebrand,

42%

saidtheyhadheardaboutKleinanzeigen

(eBay-Kleinanzeigen)

inthe

media.

Thisranksthemsecond

compared

to

otherbrandssurveyed

inthismarket.42%4Etsy31%5FARFETCHINLOVEAGAINVinted25%58%622%722%8REBELLE18%9M?dchenflohmarktmomoxfashion16%BuzzN/A1014%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,094,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

I