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Effective Digital Marketing Strategies in the
Chinese Market
Cyril Drouin, 6th of July 2015
A project funded by the European Union
In Partnership With
Get Ready for China!
The EU SME Centre is an EU Commission funded project which helps EU SMEs prepare to do business in China by
providing them with a range of information, advice, training and support services.
The Centre is implemented by a consortium of six partners and was established in October 2010. It successfully
completed its first phase in July 2014 and has now entered its second phase which will run until July 2018.
2
www.eusmecentre.org.cn
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Agenda
• Market Insights
• Digital Landscape
• Let’s have a look at Baidu
• Cost of Baidu Advestising
• Social Media : Weibo & Wechat
• Take Aways
• Q&A
Shout your questions anytime..
Cyril Drouin – BysoftChina CEO & Founder – E-Commerce Senior
Consultant
In China since 1998 – Shanghai / Hong Kong / Guangzhou /
With over 15 years of experience in the field of e-commerce and the Internet in China and Europe,
Cyril worked with nearly 100 clients, including brands, retailers, manufacturers, small businesses and
startups.
He helps brands throughough the entire lifecycle of an e-commerce project, from consulting to
implementation, digital marketing and monitoring performance.
Based on his knowledge of the Chinese market, digital marketing and technical expertise, Cyril has
built an expertise in digital strategy and eCommerce in China as well as in the management of
market places and localization in China of leading e-commerce technologies.
He is a regular well-respected speaker & trainer at various digital and eCommerce conferences. He
host high level training sessions about "eCommerce in China" few times a year in China and around
the world.
Cyril holds a Master degree IT & Mathematics, speaks fluent French and English and has a good
practice of Chinese.
Chapter 1
Market Insights
CHINA MARKET SIZE
More than 1/5th World Internet users are Chinese
649 000 000 Internet users in China 47.9 % Penetration rate
1 270 000 000 Mobile Users - Still growing 92.2 % penetration rate
557 000 000 Mobile Internet Users 86 % penetration rate
Over 80% of
Internet users
are below 44
years old
in China
Chapter 2
Digital Landscape
No Google
No eBay
No Facebook/Twitter
No PayPal
A market dominated by
local players
Tmall Amazon
Taobao eBay
Baidu / 360 Google
Alipay Paypal
Wechat / Weibo Facebook / Twiter
Youku / Tudou Youtube
… …
Chapter 3
Let’s take a look at Baidu
Baidu
NOT
BAIDU
Baidu goes beyond search by far !
News
Tieba – BBS/Forum
Zhidao – Questions / Answers
Music
Image
Video
Baike / Wikipedia
Wenku / SlideShare ++
Weigou / Marketplace
And much more…
• Baidu PPC
positions
• Word-of-mouth
(WOM) contents,
mainly Baidu
channels
• Baidu paid
search
• Baidu paid
search
• Natural search
result by search
volume
• WOM content
Baidu results are not natural at all !
PRIORITY TO CHINESE WEBSITES
Baidu discriminates against foreign websites that is hosted in
foreign countries. This means that most results come from
Chinese sources.
Moreover, it censors sensitive results for the Chinese
government.
Taobao/Tmall
almost NOT in the search results
Advertising on other brand's name is possible !
Very few indexed pages
-
Very long time for indexation
Users browse beyond the first page on Baidu
BAIDU
Advertising on Baidu properties
01
02
Key words-based products
Targeting Products
Mobile P4P Mobile Brand Zones
Baidu P4P Baidu Brand Zone Brand starting-line
Network marketing
03 Community Marketing Products
Baidu Knows marketing
04 Intermediate
page Products
Baidu Education Baidu Finance Baidu Game
PC Mobile
Mobile network marketing
Baidu promotion tools
Baidu P4P
Baidu Brand zone
Brand starting line
Key words-based products
With top SEM technique, our products provide users with relevant ads in different ways based on the search words
What is P4P？
P4P promotion with the pay-for-performance mode
brings Baidu client large amount of the potential
customers and high brand awareness by less cost
P4P adapt to PC/ Mobile
Baidu
P4P is
similar to
Adwords
Why P4P？
How to grab potential clients through P4P?
Users searching
promo info appears
Click promo info, access to
company website
Purchase & Biz growth
Communicate with enterprise
through different channels
6 User comments and E-
WOM spread
How much does a click cost on Baidu CPC ?
Bidding process
Bid will range from 2 to 10 RMB in average
Multiples target options (geography, demography,
Retargeting, etc..)
What is Baidu Brand zone？
Brand zone is an innovative product like
company micro weibo in Baidu platform ; It
combines online & offline channels so as to
enhance branding and to facilitate brand info
updating.
on pc / mobile
Baidu
Brand
Zone does
NOT exists
with
Online
Targeted search
& Get info
Make a choice by consulting brand info (coupon, event, introduction etc. )
Brand zone
Targeting users/buyers with a brand attention
Title & intro
分辨率1024*768
Top of the
screen,
2/3
position
User defined
column
• New activities, news and
offers, offline
activity ,offline can
converge online.
• New products Intro
User defined
column
• E-shop, official weibo,
promote sales conversion
• Product’s classification
• Other important information
Mobile Brand Zone Display
Logo & Title
Brand
description
Product
images
User-defined item
Other search results
Zone of MBZ
How to buy the Brand zone ?
Up to 200 keywords
From 60 000 RMB + / month
Content update 1 time / month
What is Network Marketing?
NM covers 95% of Chinese netizens, it
identifies real demands of audiences. Till
now, we have about 600 thousands
collaborative web sites.
Network Marketing acts on both
of the PC & wireless side
Baidu
Network
marketing
equivalent to
Display
networks
Four Targeting ways
Territory
Keyword
Visit
Search records in the last 3 months?
Day1: spa/music/travel
Day2：travel/training/cosmetic
…
DayN：spa/fashion/news
browse
search
Searching
what?
Looking
for what?
Shanghai JING’AN
district
Visit which site? Opened EDM?
Interest
More inventory & advertising
vehicles from Baidu…
More inventory & advertising
vehicles from Baidu…
Baidu Education Zhixin（Intermediate page) Product
Baidu Finance
Baidu Games
“Zhixin search” is a new generation of baidu search engine
technology. Business “ Zhixin search” lays emphasis on “Getting
information as soon as you search ” , “Zhixin Product” can classify
the vertical industry intelligently when people search the key words
and deliver the combination of the content, products and service in
the industry to users, including both commercial and non-commercial
content. Now the technology covers e-commerce, game, tourist,
finance, and education industries.
Chapter 4
Content Marketing
Digital Marketing Approach
« Content marketing / Search Engine
Optimization – SEO / Baidu Branding : The long
way to go BUT the ONLY SUSTAINABLE WAY
TO STAY »
Content marketing is any marketing format that
involves the creation and sharing of media and
publishing content in order to acquire customers.
Search Engine Optimization (SEO) is the
process of affecting the visibility of a
website in a search engine’s “natural” or
“organic” (not paid for) search results.
Reputation Optimization Platform
Baidu BBS Video
Platform Blogs Others
Baidu Knows
Baidu Baike
Baidu Library
Baidu Experience
Baidu Post Bar
Sohu
Sina
ifeng
netease
tianya
Youku&tudou
ku6
Sohu Podcast
Sina Podcast
Sohu Blog
Sina Blog
Tianya Blog
Netease Blog
Douban
Kaixin
Doudin Library
…
We recommend a global traffic approach
SEO is just One leverage
Search Engine: Keyword search (SEO & PPC), Baidu Branding
B2B Platforms: including full-category platforms, vertically integrated platforms, single category
platforms, portal websites
B2C Platforms: including marketplaces and B2C websites
Word of Mouth & Content marketing are really efficient in China
Baidu websites (Q&A, Tieba, Baike, etc..)
Official news portal
BBS & Forum
Video websites (after keyword optimization)
Social Networks: communicate corporate image and improve customer interaction
Commentary websites
Recruitment websites
Chapter 5
“In China,
Social Networks are incredibely
powerful
– Much more than anywhere in the
world ! ”
3 big players in the Chinese social world
Weibo(s)
QQZone PengYou
RenRen
Two-thirds of China Social Media Users Follow
Brandsvs 53 % in the US
Penetration rate of 99 % of social
media & micro blogging on netcitizens
WeChat is a clever mix !
Reputation
• Content Marketing
• Customer Service
Loyalty
• CRM
• Mobile Commerce
Activation
• QR Code
• Mobile Coupon
• Payment
Awareness
• Mobile Mini Site
• eDM / push
WeChat Leverages
Service Accounts
All messages are sent directly to the personal
chat window of users (on your chat list)
Can communicate with fans directly
Send message once a month
Subscribed Accounts (Official Accounts)
All messages are sent directly to the “official
accounts” window and not directly to the user
chat window (separated list)
Send message once everyday
Service Account MiniSite
Subscription Account A powerful tool for product updates and special offers
Chapter 6
Take Aways
If your do eCommerce. It is almost all about marketplace in
China
So BUY traffic and do Search Optimization and Digital
marketing on marketplaces & etailers
So go far far beyond SEO
Content marketing / Social /
Advertising / Mobile
Q & A
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