Brand KPIs for toys baby online shops windeln in germany-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

toys

&

babyonlineshops:

windeln

in

GermanyConsumer

Insights

reportDecember2024Discover

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

windeln’s

performance

inthetoys&babyonlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202491%

of

windeln

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•windeln’s

branding

resonates

more

with

Millennials•windeln

generally

appealstowomen

more

than

men•windeln

ranksoutsidetheTop10

inawareness

withinthe

toys&baby

online

shopmarket•Thepopularity

ratingof

windeln

is

9%•Among

windeln

enthusiasts,47%

fallunderthehigh-income

category•windeln

ranksoutsidetheTop10

inusage•Interms

of

loyalty,windeln

issecond

inGermany•windeln

hasascore

of

2%

formedia

buzz•Consumers

want

theirtoys&babyonlineshopbrandstohavehighvalue,reliability,

and

friendliness3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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.4Loyalty

is

the

highest

scoring

KPI

for

windeln

at

91%Brand

profile:

snapshotBrand

performance

of

windeln

inGermany91%21%9%4%2%AwarenessPopularityUsageLoyaltyBuzz5Notes:Toys&baby

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=257,

respondents

who

know

the

individual

brand

(popularity),

n=257,respondents

who

know

the

individual

brand

(usage),

n=11,

respondents

who

have

used

the

individual

brand

(loyalty),

n=257,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024windeln’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations50%Withthatinmind,when

looking

atthe

shareofconsumers

who

likewindeln

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatwindeln

islikedby0%

ofBaby

boomers

and

14%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is8%

and

27%,

respectively.37%36%28%27%ForMillennials

andGen

Z,

50%

and

36%

feel

positivelytowards

windeln,

versus

37%

and

28%.

Socurrently,

forwindeln,

Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.14%8%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestotoys

&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=22,

windeln

enthusiast,

n=859,

toys&baby

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024windeln

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

windeln

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

windeln

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%64%

ofwomen

likewindeln

compared

to36%

ofmen,

whereas

for

the

overallindustry,51%

of

men

usetoys&babyonlineshopscompared

to

49%

ofwomen.64%86%91%9%

of

windeln

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.36%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

toys&baby

online

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=22,windeln

enthusiast,

n=859,

toys&baby

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

windeln

enthusiasts,

47%

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.14%Single22%34%32%26%47%CoupleSingleparentNuclear47%

ofwindeln

enthusiastsare

fromhigh-income

households.windeln’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

36%

of

windelnenthusiastshavethiscurrent

livingsituation.5%8%36%34%31%18%26%Multi-generational0%3%35%5%ExtendedOther12%9%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

toys&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=22,

windeln

enthusiast,

n=859,toys&baby

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

toys

&

baby

online

shop

brands

to

have

high

value,reliability,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

toys

&babyonlineshopbrandsFortoys&baby

online

shops,the

topthree

qualitiesusers

want

from

abrandarehighvalue,reliability,

andfriendliness.Authenticity100%Thrill/ExcitementSustainabilityBoldnessCleverness80%60%40%20%0%windeln

users

alsoappreciate

these

keyattributes,indicating

windeln

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatwindeln

enthusiastsareleast

focused

on

areboldness

andthrill/excitement.ReliabilityExclusivitywindeln

shouldwork

onpromotingfriendliness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

toys&baby

online

shops,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comesto

toys&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

itcomesto

toys

&baby

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=11,

windeln

users’,n=22,

windeln

enthusiast,

n=859,

toys

&baby

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

windeln

fans,

45%

state

that

they

get

excited

about

toys

&

baby

onlineshopsBrand

profile:

attitudesWhat

doconsumersthink

oftoys

&babyonlineshopsin

general?50%45%45%32%32%32%30%22%16%16%16%14%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

abouttoys&baby

topicsrelating

toIget

excitedIliketotalkaboutonlineshopstoys&babyonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

toys

&baby

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comesto

toys

&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=22,

windeln

enthusiast,n=859,

toys

&baby

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1191%

of

windeln

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

toys&baby

online

shops,theaverage

awareness

of

abrandinGermany

is49%.Awareness

ofwindeln,

however,

is

at21%.Awareness9%

of

German

toys&babyonlineshop

userssay

theylikewindeln,

compared

to

anindustryaverage

brandpopularity

of28%.4%

of

industryusers

inGermany

say

theyusewindeln,with

the

average

usageofabrandat17%.BuzzPopularity91%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

69%.windeln

hasbeen

noticed

less

inthe

media

comparedtootherbrands,with

a“Buzz”

score

of

2%

comparedto17%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Toys&baby

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=257,

respondents

who

know

the

individual

brand

(popularity),

n=257,respondents

who

know

the

individual

brand

(usage),

n=11,

respondents

who

have

used

the

individual

brand

(loyalty),

n=257,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024windeln

ranks

outside

the

Top

10

in

awareness

within

the

toys

&

baby

onlineshop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofwindelnRank#

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.1Amazon93%90%89%84%79%76%73%56%50%42%21%2LEGO3otto.de4PlaymobilErnsting's

familyRavensburgerTEMU5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678baby-walzBabyOneJAKO-OOutofallrespondents,

21%

were

aware

of

windeln.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.79%9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

windeln

is

9%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofwindelnRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.9%1Amazon60%51%43%39%35%31%28%28%28%26%2LEGO3RavensburgerPlaymobilErnsting's

familyotto.de4Outofconsumers

who

knew

thebrand,

9%

saidtheyliked

windeln.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.567BabyOne8Puzzle.deHansNaturbaby-walz91%9PopularityN/A1014

Notes:“When

it

comesto

toys&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=257,

respondentswho

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024windeln

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofwindelnRank#

BrandUsage

%50%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

toys&babyonlineshops,which

of

the

following

brandshaveyou

used

inthepast12

months?”.4%1Amazon2LEGO26%3HansNaturErnsting's

familyotto.de22%Outofconsumers

who

knew

thebrand,

4%

saidtheyused

windeln.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.421%519%6TEMU17%7jollyroom.debabyartikel.degreenstoriesRavensburger17%817%917%96%UsageN/A1016%15

Notes:“When

it

comesto

toys&baby

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;

Base:n=257,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

windeln

is

second

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofwindeln’sconsumersRank#

BrandLoyalty

%91%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.9%1Amazon2windeln91%3ROFU85%4LEGO84%5TEMU83%6Ernsting's

familyPlaymobilRavensburgerotto.de79%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

toys&babyonlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.778%875%91%N/A975%Outofrespondents

whohaveused

windeln,

91%

saidthey

would

usethebrand

again.Loyalty10vertbaudet74%16

Notes:“When

it

comesto

toys&baby

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;MultiPick;Base:n=11,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024windeln

has

a

score

of

2%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofwindelnRank#

BrandBuzz%47%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.2%1Amazon2LEGO27%3Ernsting's

familyTEMU27%Outofconsumers

who

knew

thebrand,

2%

saidtheyhadheardaboutwindeln

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.426%5otto.de22%6babyartikel.dePlaymobilBabyOnegreenstoriesHansNatur20%718%816%916%98%BuzzN/A1015%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=257,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthoppor