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Global E-Commerce Leaders Forum
February 3, 2015 | NYC
Guide	
  to	
  China	
  Digital	
  Performance	
  
Retail	
  Marke+ng	
  
China	
  Search	
  Interna+onal	
  
Population of China: 1.35 billion	
  
Online Population: 618 million	
  
Baidu’s Reach: 556 million	
  
Baidu	
  is	
  China’s	
  equivalent	
  of	
  Google…	
  
Baidu	
  is	
  the	
  major	
  search	
  engine	
  in	
  China	
  with	
  over	
  556	
  million	
  regular	
  users.	
  	
  
That’s	
  the	
  equivalent	
  of	
  all	
  the	
  Google	
  users	
  in	
  Europe	
  and	
  Asia	
  combined.	
  	
  	
  
CHINA’S	
  RETAIL	
  SECTOR	
  
 
	
  
Online	
  transacEons	
  reached	
  $301.9	
  billion	
  USD	
  in	
  2013.	
  	
  It	
  is	
  expected	
  to	
  surpass	
  $651	
  
billion	
  USD	
  in	
  2017.	
  
Chinese	
  Online	
  Transac+ons	
  have	
  exploded	
  
$75.03	
  
$127.69	
  
$212.08	
  
$301.11	
  
$398.76	
  
$491.54	
  
$585.94	
  
$673.83	
  
75%	
  
70%	
  
66%	
  
42%	
  
32%	
  
23%	
  
19%	
  
15%	
  
0%	
  
10%	
  
20%	
  
30%	
  
40%	
  
50%	
  
60%	
  
70%	
  
80%	
  
$0.00	
  
$100.00	
  
$200.00	
  
$300.00	
  
$400.00	
  
$500.00	
  
$600.00	
  
$700.00	
  
$800.00	
  
2010	
   2011	
   2012	
   2013	
   2014e	
   2015e	
   2016e	
   2017e	
  
TransacEons	
  USD	
  Billions	
   Growth	
  Rate	
  (%)	
  
Source	
  iResearch,	
  “2013	
  eCommerce	
  market	
  core	
  value	
  analysis”	
  
 
	
  
Overseas	
  e-­‐commerce	
  transacEons	
  reached	
  $12.5	
  billion	
  USD	
  in	
  2013.	
  The	
  projected	
  growth	
  rate	
  is	
  over	
  100%	
  
in	
  2014,	
  reaching	
  $25.3	
  billion	
  USD	
  by	
  the	
  end	
  of	
  the	
  year.	
  
	
  
Overseas	
  e-­‐Commerce	
  Transac+ons	
  are	
  growing	
  at	
  an	
  even	
  faster	
  rate	
  
$0.0	
  
$5.0	
  
$10.0	
  
$15.0	
  
$20.0	
  
$25.0	
  
$30.0	
  
2009	
   2010	
   2011	
   2012	
   2013	
   2014e	
  
$0.8	
   $2.0	
  
$4.3	
  
$7.9	
  
$12.5	
  
$25.3	
  
China's	
  Overseas	
  e-­‐
commerce	
  transacEons	
  
Source:	
  100EC,	
  “2013	
  China	
  online	
  retail	
  market	
  insight	
  report”	
  
 
	
  
The	
  middle	
  classes	
  are	
  expanding	
  beyond	
  the	
  largest	
  ciEes	
  more	
  rapidly	
  &	
  in	
  greater	
  numbers	
  than	
  any	
  market	
  
has	
  ever	
  witnessed.	
  The	
  number	
  of	
  Middle	
  and	
  Affluent	
  Consumer	
  HOUSEHOLDS	
  in	
  China	
  will	
  be	
  the	
  same	
  as	
  
the	
  US	
  by	
  2020	
  
All	
  is	
  driven	
  by	
  the	
  Chinese	
  middle	
  class	
  
Source	
  BGS	
  Consultants	
  
Middle	
  and	
  Affluent	
  Consumers	
  (MAC’s)	
  
Year	
   Households	
  
2005	
   11,000,000	
  
2011	
  	
   50,000,000	
  
2020	
  	
   130,000,000*	
  
*Approx.	
  the	
  same	
  number	
  as	
  this	
  
classificaEon	
  in	
  the	
  USA	
  
Chinese	
  conEnue	
  saving	
  habits	
  with	
  
22%	
  of	
  monthly	
  household	
  income	
  
saved,	
  8%	
  higher	
  than	
  US	
  and	
  UK	
  
consumers	
  
 
	
  
There	
  were	
  over	
  300	
  million	
  online	
  shoppers	
  in	
  China	
  in	
  2013,	
  which	
  is	
  nearly	
  half	
  of	
  the	
  total	
  internet	
  
populaEon.	
  Year-­‐on-­‐year	
  growth	
  was	
  at	
  48.9%	
  during	
  the	
  same	
  period.	
  
And	
  their	
  movement	
  to	
  online	
  shopping	
  
242	
  
302	
  
42.9%	
  
48.9%	
  
39.0%	
  
40.0%	
  
41.0%	
  
42.0%	
  
43.0%	
  
44.0%	
  
45.0%	
  
46.0%	
  
47.0%	
  
48.0%	
  
49.0%	
  
50.0%	
  
0	
  
50	
  
100	
  
150	
  
200	
  
250	
  
300	
  
350	
  
2012	
   2013	
  
Online	
  Shoppers	
  
(Millions)	
  
%	
  of	
  Total	
  Internet	
  Users	
  
Source:	
  CNNIC,	
  “China	
  internet	
  development	
  status	
  report”	
  
They	
  use	
  all	
  the	
  same	
  tools	
  as	
  consumers	
  in	
  the	
  west	
  
Source:	
  Nielsen,	
  GlobalWebIndex	
  Wave	
  6	
  
Search	
  Engines 	
  	
  
80%	
  
Watched	
  Video	
  
72%	
  
Listened	
  to	
  Music 	
  
	
  	
  
77%	
  
Instant	
  Messenger 	
  
	
  	
  
67%	
  
Uploaded	
  Photos 	
  	
  
60%	
  
Activities performed online % Of users
Reviewed a product or brand online 74.58
Used webmail 74.08
Watched a video clip 71.64
Used internet banking 71.29
Purchased a product online 70.79
Used instant messenger 67.2
Uploaded photos online 60.47
Used online office applications 59.62
Post comment on forum / bbs 55.63
Manage your social network profile 54.04
Left a comment on a story on a website 53.39
Used a micro blogging service 52.04
Brought prod/serv through group buying site 49.55
But	
  are	
  even	
  more	
  socially	
  connected	
  
China	
  has	
  the	
  most	
  acEve	
  social	
  media	
  society	
  globally	
  and	
  is	
  more	
  important	
  for	
  
brand	
  awareness	
  building	
  than	
  perhaps	
  anywhere	
  else	
  in	
  the	
  world	
  	
  
270 million active users on Weixin
95%	
  of	
  Chinese	
  trust	
  
a	
  brand	
  more	
  if	
  on	
  
social	
  media
85%	
  of	
  Chinese	
  
online	
  shoppers	
  
share	
  the	
  experience	
  
on	
  social	
  media
40%	
  of	
  online	
  
shoppers	
  follow	
  
brands	
  on	
  social	
  
media
•  In	
  2012,	
  mobile	
  transacEons	
  totaled	
  $7.8	
  
billion	
  USD,	
  represenEng	
  3.7%	
  of	
  all	
  e-­‐
commerce	
  transacEons	
  in	
  China.	
  	
  
•  However,	
  by	
  2015	
  mobile	
  commerce	
  in	
  
China	
  is	
  forecasted	
  to	
  more	
  than	
  quintuple,	
  
to	
  $41.4	
  billion	
  USD,	
  represenEng	
  8	
  percent	
  
of	
  all	
  e-­‐commerce	
  transacEons.	
  
•  According	
  to	
  data	
  presented	
  by	
  Taobao,	
  the	
  
busiest	
  Eme	
  of	
  the	
  day	
  for	
  mobile	
  shopping	
  
is	
  10pm,	
  and	
  purchases	
  made	
  by	
  mobile	
  
devices	
  are	
  67	
  seconds	
  faster	
  than	
  
purchases	
  made	
  on	
  personal	
  computers	
  
Connec+vity	
  across	
  mobile	
  has	
  led	
  to	
  massive	
  mobile	
  shopping	
  growth	
  
CHINA’S	
  ECOMMERCE	
  ON	
  FOREIGN	
  SITES	
  
 
	
  
The	
  top	
  3	
  reasons	
  for	
  China	
  online	
  shoppers	
  to	
  purchase	
  overseas	
  are	
  compeEEve	
  
prices,	
  product	
  quality	
  and	
  the	
  scarcity	
  of	
  products.	
  
They	
  shop	
  offshore	
  for	
  a	
  number	
  of	
  reasons	
  
Source:	
  100EC,	
  “2013	
  China	
  online	
  retail	
  market	
  insight	
  report”	
  
Product Quality
Product Scarcity
Competitive price
Recommended by friends
More variety
Better service
Security
Better logistics
Easy to "Click & Buy"
Ease of refund / return
Others
21.8%
21.2%
20.3%
8.2%
6.0%
5.7%
5.5%
3.8%
2.9%
2.7%
2.0%
 
	
  
Due	
  to	
  the	
  concerns	
  in	
  price	
  and	
  quality,	
  fashion,	
  personal	
  care	
  and	
  baby	
  products	
  are	
  
the	
  most	
  in-­‐demand	
  product	
  categories	
  for	
  overseas	
  e-­‐commerce	
  
and	
  buy	
  different	
  products	
  compared	
  to	
  local	
  transac+ons	
  
Source:	
  100EC,	
  “2013	
  China	
  online	
  retail	
  market	
  insight	
  report”	
  
5.8%
6.0%
7.3%
11.4%
37.8%
Books and Music
IT Products
Household Goods
Virtual Card
Fashion
Top 5 items purchased online
by Chinese in China
7.7%
9.4%
12.6%
12.9%
16.0%
Digital Products
IT Products
Baby Products
Personal Care
Fashion
Top 5 items purchased online
by Chinese on Overseas
sites
 
	
  
The	
  majority	
  of	
  online	
  shoppers	
  in	
  China	
  are	
  aged	
  between	
  25-­‐30	
  regardless	
  of	
  
whether	
  they	
  shop	
  on	
  China	
  based	
  or	
  overseas	
  e-­‐commerce	
  sites.	
  
80%	
  of	
  them	
  are	
  under	
  35	
  yrs	
  of	
  age	
  
Source:	
  100EC,	
  “2013	
  China	
  online	
  retail	
  market	
  insight	
  report”	
  
1.10%
6.80%
10.90%
25.30%
39.70%
15.70%
0.60%
51 and above
41-50
36-40
31-35
25-30
19-24
Under 18
 
	
  
	
  
Most	
  of	
  the	
  online	
  shoppers	
  who	
  purchase	
  overseas	
  are	
  living	
  in	
  Tier	
  1	
  ciEes	
  in	
  China,	
  like	
  Beijing	
  
(12.2%),	
  Shanghai	
  (13.2%),	
  Guangzhou	
  (14.1%),	
  etc.	
  
Majority	
  are	
  living	
  in	
  Tier	
  1	
  ci+es	
  but	
  this	
  will	
  change	
  over	
  the	
  
coming	
  period	
  
Source:	
  100EC,	
  “2013	
  China	
  online	
  retail	
  market	
  insight	
  report”	
  
14.1%
13.2%
12.2%
9.2%
7.2%
5.2%
4.0%
3.7%
Guangdong
Shanghai
Beijing
Jiangsu
Shandong
Zhejiang
Fujiang
Heibei However,	
  recently	
  a	
  new	
  trend	
  has	
  emerged	
  that	
  shows	
  
more	
  and	
  more	
  online	
  shoppers	
  are	
  coming	
  from	
  Tier	
  2	
  
ciEes	
  or	
  below,	
  accounEng	
  for	
  nearly	
  30%	
  of	
  the	
  total	
  
overseas	
  online	
  shoppers	
  populaEon.	
  
	
  
SUCCESS	
  
 
	
  
	
  
Ingredients	
  for	
  success	
  
"   Protect	
  your	
  brand	
  and	
  own	
  it	
  
"   Trademarks,	
  Chinese	
  language	
  brand	
  &	
  domain	
  
"   Block	
  compeEEon	
  on	
  search	
  against	
  the	
  above	
  
	
  
"   Develop	
  awareness	
  
"   Display	
  (banner	
  &	
  video)	
  audience	
  buying	
  through	
  RTB	
  
"   Build	
  performance	
  
"   Integrate	
  SEM	
  and	
  Re-­‐targeEng	
  (search	
  and	
  audience)	
  
	
  
"   Unified	
  tracking	
  
 
	
  
Protect	
  your	
  brand	
  and	
  create	
  a	
  Chinese	
  language	
  version	
  
Protect	
  your	
  brand	
  and	
  own	
  it	
  to	
  maximize	
  query	
  coverage	
  
Search
Volume
Search
Volume
Search
Volume
(Monthly) (Monthly) (Monthly)
香奈儿 354,000 Chanel 141,000
迪奥 216,000 Dior 171,000
卡地亚 207,000 Cartier 72,000
路易威登 201,510 LV 516,000 Louis Vuitton 39,000
爱马仕 168,000 Hermes 54,000
阿玛尼 162,000 Armani 39,000
普拉达 87,000 Prada 252,000
范思哲 84,000 Versace 48,000
菲拉格慕 63,000 Ferragamo 27,000
万宝龙 57,000 Mont Blanc 7,200
古驰 42,000 Gucci 132,000
芬迪 36,000 Fendi 13,200
蒂芙尼 36,000 Tiffany 168,000
登喜路 28,800 Dunhill 36,000
巴黎世家 23,700 Balenciaga 13,500
梵克雅宝 23,100 Van Cleef & Arpels 5,700
蔻驰 21,600 Coach 264,000
圣罗兰 12,900 YSL 48,000
博柏利 12,000 Burberry 180,000 巴宝莉 90,000
杜嘉班纳 11,100 DOLCE&GABBANA 16,500
赛琳 5,400 Celine 66,000
Miumiu 54,000
Chloe 36,000
Loewe 20,400
Chinese Brand
Name
English Brand
Name
 
	
  
	
  
Brandzone	
  drives	
  
•  100%	
  share	
  of	
  voice	
  
•  Exclusive	
  ‘own’	
  your	
  branded	
  keywords	
  
•  Creates	
  over	
  20	
  points	
  of	
  entry	
  from	
  a	
  single	
  execuEon	
  
•  Integrates	
  with	
  social	
  media	
  
•  Available	
  in	
  rich	
  media	
  format	
  
•  50-­‐90%	
  CTR	
  
Block	
  compe++on	
  against	
  your	
  brand	
  
Search	
  &	
  Retarge+ng	
  
Search	
  
Retarge+ng	
  
Remarket	
  customers	
  who	
  
are	
  3X	
  more	
  likely	
  to	
  click	
  
on	
  your	
  ad	
  
Retarge+ng	
  
Brings	
  back	
  customers	
  who	
  
have	
  lel	
  your	
  site	
  without	
  
buying	
  
A	
  combined	
  suite	
  of	
  targe+ng	
  capabili+es	
  across	
  China	
  to	
  	
  
•  Capture	
  lost	
  customers	
  from	
  the	
  sales	
  funnel	
  
•  Amplify	
  the	
  result	
  from	
  all	
  paid	
  channels	
  
 
	
  
Client:	
  An	
  established	
  eCommerce	
  player	
  in	
  China	
  providing	
  a	
  wide	
  spectrum	
  of	
  
fashion	
  and	
  accessories	
  
	
  
Objec+ve:	
  Maximize	
  the	
  number	
  of	
  online	
  purchases	
  and	
  ROI	
  
	
  
Background:	
  Prior	
  to	
  the	
  adopEon	
  of	
  retargeEng	
  across	
  RTB	
  with	
  display	
  
adverEsing,	
  the	
  client	
  was	
  primarily	
  engaged	
  in	
  paid	
  search	
  which	
  is	
  believed	
  to	
  
be	
  the	
  most	
  effecEve	
  soluEon	
  in	
  driving	
  leads	
  with	
  maximum	
  ROI.	
  With	
  the	
  rise	
  of	
  
RTB	
  display	
  in	
  China,	
  the	
  client	
  expanded	
  its	
  budget	
  to	
  include	
  display.	
  
Integrated	
  Approach	
  
Display	
  ad	
  performance	
  when	
  RTB	
  and	
  retargeEng	
  were	
  involved	
  achieved	
  a	
  bener	
  ROI	
  than	
  
Search.	
  In	
  fact	
  CPA	
  was	
  reduced	
  by	
  65%	
  from	
  ¥	
  48.7	
  to	
  ¥17.1	
  when	
  display	
  had	
  retargeEng	
  
enabled	
  through	
  RTB.	
  
About us…
	
  
Overview	
  
•  We	
  are	
  a	
  Baidu	
  partner	
  not	
  an	
  agency.	
  	
  That	
  means	
  our	
  
business	
  model	
  does	
  not	
  rely	
  on	
  charging	
  account	
  
management	
  fees.	
  
•  With	
  offices	
  in	
  Hong	
  Kong,	
  Macau,	
  Singapore,	
  Los	
  
Angeles,	
  Sydney	
  and	
  London	
  we’ve	
  guided	
  hundreds	
  of	
  
clients	
  through	
  the	
  complex	
  Baidu	
  processes.	
  	
  	
  
•  The	
  Baidu	
  InternaEonal	
  team	
  has	
  all	
  previously	
  worked	
  
at	
  major	
  brands,	
  publishers	
  and	
  agencies	
  in	
  the	
  USA,	
  UK,	
  
Australia	
  and	
  NZ,	
  so	
  we	
  understand	
  your	
  requirements	
  
and	
  the	
  importance	
  of	
  managing	
  client’s	
  expectaEons.	
  
•  The	
  result	
  is	
  that	
  we’re	
  well	
  placed	
  to	
  help	
  you	
  launch	
  
on	
  Baidu	
  in	
  the	
  most	
  cost	
  effecEve	
  and	
  hassle	
  free	
  way.	
  	
  	
  
China	
  Search	
  Interna0onal	
  is	
  the	
  largest	
  Interna0onal	
  Sales	
  arm	
  of	
  Baidu.	
  Our	
  mission	
  is	
  to	
  
educate	
  and	
  partner	
  with	
  leading	
  global	
  brands	
  looking	
  to	
  capitalize	
  on	
  opportuni0es	
  in	
  China.	
  
Some	
  of	
  our	
  more	
  well	
  known	
  clients	
  
Guide to China Digital Performance - Retail Marketing
Guide to China Digital Performance - Retail Marketing
Guide to China Digital Performance - Retail Marketing

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Guide to China Digital Performance - Retail Marketing

  • 1. Global E-Commerce Leaders Forum February 3, 2015 | NYC Guide  to  China  Digital  Performance   Retail  Marke+ng   China  Search  Interna+onal  
  • 2. Population of China: 1.35 billion   Online Population: 618 million   Baidu’s Reach: 556 million   Baidu  is  China’s  equivalent  of  Google…   Baidu  is  the  major  search  engine  in  China  with  over  556  million  regular  users.     That’s  the  equivalent  of  all  the  Google  users  in  Europe  and  Asia  combined.      
  • 4.     Online  transacEons  reached  $301.9  billion  USD  in  2013.    It  is  expected  to  surpass  $651   billion  USD  in  2017.   Chinese  Online  Transac+ons  have  exploded   $75.03   $127.69   $212.08   $301.11   $398.76   $491.54   $585.94   $673.83   75%   70%   66%   42%   32%   23%   19%   15%   0%   10%   20%   30%   40%   50%   60%   70%   80%   $0.00   $100.00   $200.00   $300.00   $400.00   $500.00   $600.00   $700.00   $800.00   2010   2011   2012   2013   2014e   2015e   2016e   2017e   TransacEons  USD  Billions   Growth  Rate  (%)   Source  iResearch,  “2013  eCommerce  market  core  value  analysis”  
  • 5.     Overseas  e-­‐commerce  transacEons  reached  $12.5  billion  USD  in  2013.  The  projected  growth  rate  is  over  100%   in  2014,  reaching  $25.3  billion  USD  by  the  end  of  the  year.     Overseas  e-­‐Commerce  Transac+ons  are  growing  at  an  even  faster  rate   $0.0   $5.0   $10.0   $15.0   $20.0   $25.0   $30.0   2009   2010   2011   2012   2013   2014e   $0.8   $2.0   $4.3   $7.9   $12.5   $25.3   China's  Overseas  e-­‐ commerce  transacEons   Source:  100EC,  “2013  China  online  retail  market  insight  report”  
  • 6.     The  middle  classes  are  expanding  beyond  the  largest  ciEes  more  rapidly  &  in  greater  numbers  than  any  market   has  ever  witnessed.  The  number  of  Middle  and  Affluent  Consumer  HOUSEHOLDS  in  China  will  be  the  same  as   the  US  by  2020   All  is  driven  by  the  Chinese  middle  class   Source  BGS  Consultants   Middle  and  Affluent  Consumers  (MAC’s)   Year   Households   2005   11,000,000   2011     50,000,000   2020     130,000,000*   *Approx.  the  same  number  as  this   classificaEon  in  the  USA   Chinese  conEnue  saving  habits  with   22%  of  monthly  household  income   saved,  8%  higher  than  US  and  UK   consumers  
  • 7.     There  were  over  300  million  online  shoppers  in  China  in  2013,  which  is  nearly  half  of  the  total  internet   populaEon.  Year-­‐on-­‐year  growth  was  at  48.9%  during  the  same  period.   And  their  movement  to  online  shopping   242   302   42.9%   48.9%   39.0%   40.0%   41.0%   42.0%   43.0%   44.0%   45.0%   46.0%   47.0%   48.0%   49.0%   50.0%   0   50   100   150   200   250   300   350   2012   2013   Online  Shoppers   (Millions)   %  of  Total  Internet  Users   Source:  CNNIC,  “China  internet  development  status  report”  
  • 8. They  use  all  the  same  tools  as  consumers  in  the  west   Source:  Nielsen,  GlobalWebIndex  Wave  6   Search  Engines     80%   Watched  Video   72%   Listened  to  Music       77%   Instant  Messenger       67%   Uploaded  Photos     60%   Activities performed online % Of users Reviewed a product or brand online 74.58 Used webmail 74.08 Watched a video clip 71.64 Used internet banking 71.29 Purchased a product online 70.79 Used instant messenger 67.2 Uploaded photos online 60.47 Used online office applications 59.62 Post comment on forum / bbs 55.63 Manage your social network profile 54.04 Left a comment on a story on a website 53.39 Used a micro blogging service 52.04 Brought prod/serv through group buying site 49.55
  • 9. But  are  even  more  socially  connected   China  has  the  most  acEve  social  media  society  globally  and  is  more  important  for   brand  awareness  building  than  perhaps  anywhere  else  in  the  world     270 million active users on Weixin 95%  of  Chinese  trust   a  brand  more  if  on   social  media 85%  of  Chinese   online  shoppers   share  the  experience   on  social  media 40%  of  online   shoppers  follow   brands  on  social   media
  • 10. •  In  2012,  mobile  transacEons  totaled  $7.8   billion  USD,  represenEng  3.7%  of  all  e-­‐ commerce  transacEons  in  China.     •  However,  by  2015  mobile  commerce  in   China  is  forecasted  to  more  than  quintuple,   to  $41.4  billion  USD,  represenEng  8  percent   of  all  e-­‐commerce  transacEons.   •  According  to  data  presented  by  Taobao,  the   busiest  Eme  of  the  day  for  mobile  shopping   is  10pm,  and  purchases  made  by  mobile   devices  are  67  seconds  faster  than   purchases  made  on  personal  computers   Connec+vity  across  mobile  has  led  to  massive  mobile  shopping  growth  
  • 11. CHINA’S  ECOMMERCE  ON  FOREIGN  SITES  
  • 12.     The  top  3  reasons  for  China  online  shoppers  to  purchase  overseas  are  compeEEve   prices,  product  quality  and  the  scarcity  of  products.   They  shop  offshore  for  a  number  of  reasons   Source:  100EC,  “2013  China  online  retail  market  insight  report”   Product Quality Product Scarcity Competitive price Recommended by friends More variety Better service Security Better logistics Easy to "Click & Buy" Ease of refund / return Others 21.8% 21.2% 20.3% 8.2% 6.0% 5.7% 5.5% 3.8% 2.9% 2.7% 2.0%
  • 13.     Due  to  the  concerns  in  price  and  quality,  fashion,  personal  care  and  baby  products  are   the  most  in-­‐demand  product  categories  for  overseas  e-­‐commerce   and  buy  different  products  compared  to  local  transac+ons   Source:  100EC,  “2013  China  online  retail  market  insight  report”   5.8% 6.0% 7.3% 11.4% 37.8% Books and Music IT Products Household Goods Virtual Card Fashion Top 5 items purchased online by Chinese in China 7.7% 9.4% 12.6% 12.9% 16.0% Digital Products IT Products Baby Products Personal Care Fashion Top 5 items purchased online by Chinese on Overseas sites
  • 14.     The  majority  of  online  shoppers  in  China  are  aged  between  25-­‐30  regardless  of   whether  they  shop  on  China  based  or  overseas  e-­‐commerce  sites.   80%  of  them  are  under  35  yrs  of  age   Source:  100EC,  “2013  China  online  retail  market  insight  report”   1.10% 6.80% 10.90% 25.30% 39.70% 15.70% 0.60% 51 and above 41-50 36-40 31-35 25-30 19-24 Under 18
  • 15.       Most  of  the  online  shoppers  who  purchase  overseas  are  living  in  Tier  1  ciEes  in  China,  like  Beijing   (12.2%),  Shanghai  (13.2%),  Guangzhou  (14.1%),  etc.   Majority  are  living  in  Tier  1  ci+es  but  this  will  change  over  the   coming  period   Source:  100EC,  “2013  China  online  retail  market  insight  report”   14.1% 13.2% 12.2% 9.2% 7.2% 5.2% 4.0% 3.7% Guangdong Shanghai Beijing Jiangsu Shandong Zhejiang Fujiang Heibei However,  recently  a  new  trend  has  emerged  that  shows   more  and  more  online  shoppers  are  coming  from  Tier  2   ciEes  or  below,  accounEng  for  nearly  30%  of  the  total   overseas  online  shoppers  populaEon.    
  • 17.       Ingredients  for  success   "   Protect  your  brand  and  own  it   "   Trademarks,  Chinese  language  brand  &  domain   "   Block  compeEEon  on  search  against  the  above     "   Develop  awareness   "   Display  (banner  &  video)  audience  buying  through  RTB   "   Build  performance   "   Integrate  SEM  and  Re-­‐targeEng  (search  and  audience)     "   Unified  tracking  
  • 18.     Protect  your  brand  and  create  a  Chinese  language  version   Protect  your  brand  and  own  it  to  maximize  query  coverage   Search Volume Search Volume Search Volume (Monthly) (Monthly) (Monthly) 香奈儿 354,000 Chanel 141,000 迪奥 216,000 Dior 171,000 卡地亚 207,000 Cartier 72,000 路易威登 201,510 LV 516,000 Louis Vuitton 39,000 爱马仕 168,000 Hermes 54,000 阿玛尼 162,000 Armani 39,000 普拉达 87,000 Prada 252,000 范思哲 84,000 Versace 48,000 菲拉格慕 63,000 Ferragamo 27,000 万宝龙 57,000 Mont Blanc 7,200 古驰 42,000 Gucci 132,000 芬迪 36,000 Fendi 13,200 蒂芙尼 36,000 Tiffany 168,000 登喜路 28,800 Dunhill 36,000 巴黎世家 23,700 Balenciaga 13,500 梵克雅宝 23,100 Van Cleef & Arpels 5,700 蔻驰 21,600 Coach 264,000 圣罗兰 12,900 YSL 48,000 博柏利 12,000 Burberry 180,000 巴宝莉 90,000 杜嘉班纳 11,100 DOLCE&GABBANA 16,500 赛琳 5,400 Celine 66,000 Miumiu 54,000 Chloe 36,000 Loewe 20,400 Chinese Brand Name English Brand Name
  • 19.       Brandzone  drives   •  100%  share  of  voice   •  Exclusive  ‘own’  your  branded  keywords   •  Creates  over  20  points  of  entry  from  a  single  execuEon   •  Integrates  with  social  media   •  Available  in  rich  media  format   •  50-­‐90%  CTR   Block  compe++on  against  your  brand  
  • 20. Search  &  Retarge+ng   Search   Retarge+ng   Remarket  customers  who   are  3X  more  likely  to  click   on  your  ad   Retarge+ng   Brings  back  customers  who   have  lel  your  site  without   buying   A  combined  suite  of  targe+ng  capabili+es  across  China  to     •  Capture  lost  customers  from  the  sales  funnel   •  Amplify  the  result  from  all  paid  channels  
  • 21.     Client:  An  established  eCommerce  player  in  China  providing  a  wide  spectrum  of   fashion  and  accessories     Objec+ve:  Maximize  the  number  of  online  purchases  and  ROI     Background:  Prior  to  the  adopEon  of  retargeEng  across  RTB  with  display   adverEsing,  the  client  was  primarily  engaged  in  paid  search  which  is  believed  to   be  the  most  effecEve  soluEon  in  driving  leads  with  maximum  ROI.  With  the  rise  of   RTB  display  in  China,  the  client  expanded  its  budget  to  include  display.   Integrated  Approach  
  • 22. Display  ad  performance  when  RTB  and  retargeEng  were  involved  achieved  a  bener  ROI  than   Search.  In  fact  CPA  was  reduced  by  65%  from  ¥  48.7  to  ¥17.1  when  display  had  retargeEng   enabled  through  RTB.  
  • 23. About us…   Overview   •  We  are  a  Baidu  partner  not  an  agency.    That  means  our   business  model  does  not  rely  on  charging  account   management  fees.   •  With  offices  in  Hong  Kong,  Macau,  Singapore,  Los   Angeles,  Sydney  and  London  we’ve  guided  hundreds  of   clients  through  the  complex  Baidu  processes.       •  The  Baidu  InternaEonal  team  has  all  previously  worked   at  major  brands,  publishers  and  agencies  in  the  USA,  UK,   Australia  and  NZ,  so  we  understand  your  requirements   and  the  importance  of  managing  client’s  expectaEons.   •  The  result  is  that  we’re  well  placed  to  help  you  launch   on  Baidu  in  the  most  cost  effecEve  and  hassle  free  way.       China  Search  Interna0onal  is  the  largest  Interna0onal  Sales  arm  of  Baidu.  Our  mission  is  to   educate  and  partner  with  leading  global  brands  looking  to  capitalize  on  opportuni0es  in  China.   Some  of  our  more  well  known  clients