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Education Situation in China

Content

1 China Internet Situation

2 Education Situation in China

3 Industry SEM Situation

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

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

Email

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

Studying abroad Situation in China

Number of people studying abroad increases year by year in China

• China's study abroad students has increased year by year, has developed into the world's largest market.

• The number of overseas studying is now in 395 thousand (2012).

• The number expected for 2013 reaches to 450 thousand.

The number of study abroad students in China, 2013Q1Data Source: http://www.eol.cn/html/lx/report2012/report1

• 93% of the students who study abroad are common people.

• Increased to 314.8 thousand in Y2011.

• Represents the important audience of language university.

Most of the students that study abroad are common people

314.8 thou-sand

Number of students (thousand)

Countries payCompanies payCommoner

The number of study abroad students in China, 2013Q1Data Source: http://www.eol.cn/html/lx/report2012/report1

How long, usually, students stay?

62%21%

11%

6%

Time

1~3 months3~6 months6~12 monthsmore than 1 year

• Most of the students have a short semester.

• Only 6% students will stay in more than 1 year.

The number of study abroad students in China, 2013Q1Data Source: http://www.eol.cn/html/lx/report2012/report1

• Most of the people who plan to study abroad are high school students and undergraduates.

Type of degree of planning to study abroad in China

51%

38%

5%6%

Degree

undergraduate

high school students

graduate

others

The number of study abroad students in China, 2013Q1Data Source: http://www.eol.cn/html/lx/report2012/report1

9% of overseas students choose Europe

Data Source: www.51usavisa.comThe number of study abroad students in China, 2013Q1

34%

23%

16%

6%

3%

9%

5%

4%

AmericanEnglandAustraliaCanadaNew Zealand

EuropeAsianOther

• The number of overseas studying has arrive 395 thousand in year 2012.

• 9% of the overseas students chose Europe.

Data Source: www.eol.cnThe number of study abroad students in China, 2013Q1http://www.eol.cn/html/lx/report2012/report1

• Exists a high potential market in China per Spanish Universities!!

The number of Chinese students in Spain increased 11 times

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

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Pablo López CarralDirector Comercial

Pablo.lopez@kanlli.com615 228 798

Kanlli:C/ Príncipe de Vergara, 109. 9º

28002 Madrid.917259220

baidu@kanlli.comhttp://baidu.kanlli.com