oportunidades del sector de la alimentación en china
DESCRIPTION
En 2012, las exportaciones de alimentos y bebidas españolas a China supusieron unos ingresos de 447 millones de euros, un 17% más que en 2011 y alrededor de un 280% respecto a 2009. El sector alimentario español tiene grandes oportunidades en China. Ha llegado el momento de posicionar con fuerza sus productos anunciándose a través de Baidu, el buscador líder en este país.TRANSCRIPT
REINVENT YOURSELF, EVERY DAY
Spanish Food
Content
1 China Internet Situation
2 Food Sector Situation in China
3 Industry SEM 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
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
Spanish Food Market in China
Search Queries for “Spanish Food” increasing stably
• Although with low search queries on Baidu every day, the search queries for keyword “ Spanish food” is increasing since 2011.
• What we can find from the figure is the big potential for Spanish food in China online market
Spanish Olive is popular in China
• In terms of all Spanish food, the Spanish olive occupy the mostly search queries on Baidu, and also with a stable increasing tendency
Online searches for “Spanish ham”Increasing rapidly
High volume per city 1 Beijing2 Shanghai3 Xiamen4 Guangzhou5 Fuzhou6 Shenzhen7 Changsha8 Hangzhou9 Tianjin
10 Chengdu
• Beijing, Shanghai, Xiamen represent the highest search volume cities for Spanish ham.
• High search volume of people searching “Spanish ham”
Online searches for “Spanish ham”“Spanish ham” and “Imported ham”
lower low medium high higher0%
10%
20%
30%
40%
50%
60%
70%
Income level of people who search “Spanish ham”
lower low medium high higher0%
10%
20%
30%
40%
50%
60%
Income level of people who search “Imported ham”
• Most of the people that search “Spanish ham” is medium & high income level.
• People that search “imported ham” cover all income levels.
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
¿Quieres recibir más información? Puedes contactar con nosotros.
Pablo López CarralDirector Comercial
[email protected] 228 798
Kanlli:C/ Príncipe de Vergara, 109. 9º
28002 Madrid.917259220
[email protected]://baidu.kanlli.com