oportunidad aceite de oliva en china con baidu
DESCRIPTION
El mercado del aceite de oliva en China es, a día de hoy, el que reviste mayor potencial para el aceite español en todo el mundo, pues se trata de un producto que cuenta con un elevado reconocimiento por parte del consumidor chino, por ser un producto saludable y de calidad. China es ya el sexto país que más aceite de oliva consume en el mundo, lo que supone una oportunidad para el mercado Español acercarse a los potenciales consumidores a través de Baidu.TRANSCRIPT
REINVENT YOURSELF, EVERY DAY
Search Engine Marketing Proposal
Oil Market
Content
1 China Internet Situation
2 Sector Industry Situation
3 Industry Situation
4 Workflow
China Internet Situation
China Internet SituationChina Internet Users
2007 2008 2009 2010 2011e 2012e 2013e 2014e-100
100
300
500
700
900
1100
1300
1500
0
10
20
30
40
50
60
70
182303
351
467549
632
716
797
13.8
22.8
26.3
34.8
40.7
46.7
52.6
58.2
Internet users scope(million)
Internet users pe-netration ( % )
Predict over 700 million in 2013 covering half of Chinese population
CHINAhas theinternet usersin the world
310 million
498 million
Total Population
No.1
Data sources: IMF
China’s Internet Population Surges to 564 million
China Total Online Population
2005 2006 2007 2008 2009 2010 2011 2012 -
100
200
300
400
500
600
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Internet Users Linear (Internet Users)Growth Rate
Unit: Million 564 Million at the end of 2012
Boosted the China Online Penetration rate to 42.1% and hope to reach 52.1% in 2016.
10.5%
2006
42.1%
2012
52.1%2016
• 20.5 hours average amount of time per week spend online which is up from 18.7 hours in 2011.
Data Source: CNNIC Report, Dec 2012
China Mobile Online Users Reach 420 million
2007 2008 2009 2010 2011 2012 -
50
100
150
200
250
300
350
400
450
0%
10%
20%
30%
40%
50%
60%
70%
80%
24.0%
39.5%
60.8%66.2% 69.3%
74.5%
Mobile Online Users % of Online Population
2007 2008 2009 2010 2011 2012 -
50
100
150
200
250
300
350
400
450
0%
10%
20%
30%
40%
50%
60%
70%
80%
24.0%
39.5%
60.8%66.2% 69.3%
74.5%
Mobile Online Users % of Online Population
74.5% of total experiencing mobile online
• Desktop PC access dropped from 73.4% in 2011 to 70.6% in 2012• Laptop usage dipped slightly, to 45.9%
China Mobile Online PopulationUnit: Million
Data Source: CNNIC Report, Dec 2012
Microblog Users reaches 309 million
• China now has 309 million microblog users on the Twitter-like services such as Sina Weibo and Tencent Weibo. 202 million access one of the many Weibo/Twitter clones on their phones.
300+Million users
500+Million users
300+Million users
Social Networks Micro-Blog Wechat
Data Source: CNNIC Report, Dec 2012
China Internet Situation Advertising Channel analysis
40.2%
47.4%
51.9%
62.1%
64.2%
65.5%
74.7%
78.7%
79.4%
79.6%Search engine
Instant message
MP3
News
Blog
Online gaming
Online video
Social network
Online book
Data sources: iResearch, 2011. 6
SEARCHis the
No.application1
China Internet Situation Baidu Owns Mostly Market Share
Data Source: EnfoDesk © Analysys InternationalSearch engine market share in China, 2013
Baidu dominates search in Chinatakes 63% market share in terms of number of search queries
BAIDUis thesearch engine in China
No.
Baidu63%
so36015%
Sogou13%
Google6%
Others3%
1
Oil Sector Situation in China
Olive oil market in Chinese marketTOP 10 popular Olive oil brands in China
• Spain is one of the most popular areas to own the olive oil.
• European brands dominates China TOP 10 popular olive oil rank.
TOP 10 popular Olive oil brands in China
Brand Country
Duoli China
LAMASIA Spain
Mueloliva Spain
Argolis Greece
Olivoila Italy
BETIS Spain
Garden of Joys Greece
AGIA Italy
BORGES Spain
Terractrata Greece
Data Source: http://www.bosidata.com
Online searches for sector keywords Increasing rapidly
• “Olive oil”: searches from Y2010, increases rapidly, in last year, the daily search volumes beyond two thousand.
• “Spanish olive oil”: searches began in 2010, the traffic now is about 2 hundred per day.
• “Spanish olive oil rank”: searches began in 2012, the traffic now is about 2 hundred per day.
Olive oilSpanish olive oil
Spanish olive oil rank
Online searches for “Spanish Olive Oil”Increasing rapidly
High volume per city 1 Beijing2 Shanghai3 Guangzhou4 Shenzhen5 Tianjin6 Zhengzhou7 Jinan8 Hangzhou9 Suzhou
10 Xi’an
• Beijing, Shanghai, Guangzhou represent the highest search volume cities for olive oil.
• High search volume of people searching “olive oil”
Online searches for “Spanish Olive Oil”“Spanish olive oil” and “olive oil”
lower low medium high higher0%
10%
20%
30%
40%
50%
60%
70%
Income level of people who search “Spanish Olive Oil”
lower low medium high higher0%
10%
20%
30%
40%
50%
60%
Income level of people who search “olive oil”
• Most of the people that search “Spanish olive oil” is medium & high income level.
• People that search “olive oil” cover all income levels.
Some conclusions
• Spanish olive oil is popular, and has a faster growing demand in China.
• Spanish olive oil has a high volume of searches in China, especially in Beijing, Shanghai, Guangzhou.
• Most of the people that search “Spanish olive oil” is medium & high income level.
…The important point is to increase exposure, get visitors and sale…
Industry SEM Situation
Baidu vs Other Searchers
Baidu 360 Sogou Google
AlgorithmAds Quality &
Ranking
As Google but Quality
Score different
As Baidu As Baidu Yes
Web Search Textual Ads Yes Yes Yes Yes
Site-Links Yes - - Yes
Brand-Zone Yes Yes Yes
Click-2-Call Yes - Yes -
AFS Textual Ads Yes - - Yes
MobileTextual/
Image AdsYes Yes
Display Network
Contextual Target
Yes - Yes Yes
Site Target Yes - Yes Yes
Re-Marketing Yes - - Yes
Searched KW Target
Yes - - -
Baidu SEA StrategyAdvertising Allocation
•Brand Campaign
•General Campaign
•Targeting Campaign
•Competitor Campaign
Baidu Search
•Keyword Targeting
•Re-Targeting
Baidu Content
•Different type of formats
•Customized-high impact advertising
Brand Zone
Baidu SearchSearch Result Analysis- Brand example
The 1st rank of SERP be not official site
The official site link performances at the 2nd rank
Baidu Search AdsCreative Demo Structure
Recommended Reasons
• Keywords reflect potential customer exact request.
• Most effective online marketing Ads Format.
• More optimization ways through keywords selection, max CPC bidding, regional and time targeting.
Pricing Policy:
• Pricing at CPC.
• Similar bidding algorithm as Google.
• More manual influences.
Publicidad en Baidu Content o Display
Content Baidu
Contextual Targeting
Site Targeting
SearchTargeting
Retargeting
Publicidad en Baidu Content o Display
Contextual Targeting
Site Targeting
Show ads in relevant sites (according to the content) using your keywords or topics, among other factors
Show your ads only on specific placements you choose
Publicidad en Baidu Content o Display
Search Targeting
Retargeting
Show ads to your site visitors when they search for what they need on Google
Lets you reach people who have previously visited your site and show them relevant ads across the web
Baidu Brand ZoneBasic Format
Baidu Eyeball Experiments
No BrandZone With BrandZone
Pricing Policy
• Pricing at Fixed-Amount per month
• Pricing based on average daily search queries.
• Minimum 6.000€ per month and 20% more for Customized Template
I.多 tab展现样式 :系列产品全方位展示
Brand-Zone
IV.标准微博样式 :SNS助力搜索引擎,一键转发、加关注
Brand-Zone
VI.左侧视频样式 :富媒体焦点位置展现,传播品牌形象
Brand-Zone
Baidu ads formatsSome clues…
Extensions
Micro-Brand
Click to call
Workflow
Workflow and Methodology
Brand & Market Analysis
PRODUCT AND PRICE
COMPETITORS
USABILITY AND CONSUMER EXPERIENCE
ACQUISITION
Campaign definition
Market analysis and objectives
Campaign structure related
to website
KW search and organization in
topics (ad groups)
Creativities and destination URL
Optimization: bids, matches,
ads, KW…
Contact
C2C
FORMS
TLF.
CHAT
DIRECT SALE
(E-COMMERCE)
Metrics definition Optimization
Landing pages
SEA Campaign
IMPSCLICKSLEADS
CPLCOSTS
IMPSCLICKSSALESCPA
COSTS
Reports (weekly)
• The client will receive a weekly report with main data about the campaign.
Reports (monthly)
• These special reports include an exhaustive analysis about account activity, with a very visual format and highlighting the market trends.
• In this report Kanlli will analyze main data and opportunities.
• It will be sent every month.
KanlliAgencia de Marketing con corazón digital
Pablo López CarralDirector Comercial
[email protected] 228 798
www.kanlli.com
KanlliC/ Príncipe de Vergara, 109. 9º28002 Madrid.91 725 92 20 [email protected]://baidu.kanlli.com