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.
4. China Internet Situation
China Internet Users
182
303
351
467
549
632
716
797
13.8
22.8
26.3
34.8
40.7
46.7
52.6
58.2
0
10
20
30
40
50
60
70
-100
100
300
500
700
900
1100
1300
1500
2007 2008 2009 2010 2011e 2012e 2013e 2014e
Internet users scope(million)
Internet users penetration(%)
Predict over 700 million
in 2013 covering half of
Chinese population
CHINA
has the
internet users
in the world
310 million
498 million
Total Population
No.1
Data sources: IMF
5. China’s Internet Population Surges
to 564 million
China Total Online Population
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
-
100
200
300
400
500
600
700
2005 2006 2007 2008 2009 2010 2011 2012
Internet Users Growth Rate Linear (Internet Users)
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
6. China Mobile Online Users Reach
420 million
24.0%
39.5%
60.8%
66.2%
69.3%
74.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
-
50
100
150
200
250
300
350
400
450
2007 2008 2009 2010 2011 2012
Mobile Online Users % of Online Population
24.0%
39.5%
60.8%
66.2%
69.3%
74.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
-
50
100
150
200
250
300
350
400
450
2007 2008 2009 2010 2011 2012
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
7. 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
8. 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
SEARCH
is the No.
application1
11. Olive oil market in Chinese market
TOP 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
12. 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 oil
Spanish olive oil
Spanish olive oil rank
13. Online searches for “Spanish Olive Oil”
Increasing rapidly
High volume per city
1 Beijing
2 Shanghai
3 Guangzhou
4 Shenzhen
5 Tianjin
6 Zhengzhou
7 Jinan
8 Hangzhou
9 Suzhou
10 Xi’an
• Beijing, Shanghai, Guangzhou represent the highest search volume cities for
olive oil.
• High search volume of people searching “olive oil”
14. Online searches for “Spanish Olive Oil”
“Spanish olive oil” and “olive oil”
0%
10%
20%
30%
40%
50%
60%
70%
lower low medium high higher
Income level of people who
search “Spanish Olive Oil”
0%
10%
20%
30%
40%
50%
60%
lower low medium high higher
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.
15. 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…
17. Baidu vs Other Searchers
Baidu 360 Sogou Google
Algorithm
Ads 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
Mobile
Textual/Ima
ge Ads
Yes Yes
Display
Network
Contextual
Target
Yes - Yes Yes
Site Target Yes - Yes Yes
Re-Marketing Yes - - Yes
Searched KW
Target
Yes - - -
18. Baidu SEA Strategy
Advertising 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
19. Baidu Search
Search Result Analysis- Brand example
The 1st rank of SERP
be not official site
The official site link
performances at the 2nd rank
20. Baidu Search Ads
Creative 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.
21. Publicidad en Baidu
Content o Display
Content
Baidu
Contextual
Targeting
Site
Targeting
Search
Targeting
Retargeting
22. 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
23. 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
24. Baidu Brand Zone
Basic 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
30. 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
IMPS
CLICKS
LEADS
CPL
COSTS
IMPS
CLICKS
SALES
CPA
COSTS
31. Reports (weekly)
• The client will receive a weekly report with
main data about the campaign.
32. 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.
33. Kanlli
Agencia de Marketing con corazón digital
Pablo López Carral
Director Comercial
Pablo.lopez@kanlli.com
615 228 798
www.kanlli.com
Kanlli
C/ Príncipe de Vergara, 109. 9º
28002 Madrid.
91 725 92 20
baidu@kanlli.com
http://baidu.kanlli.com