Oportunidad aceite de oliva en China con Baidu
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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.
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Oportunidad aceite de oliva en China con Baidu
- 1. REINVENT YOURSELF, EVERY DAY Search Engine Marketing Proposal Oil Market
- 2. Content 1 China Internet Situation 2 Sector Industry Situation 3 Industry Situation 4 Workflow
- 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
- 9. China Internet Situation Baidu Owns Mostly Market Share Data Source: EnfoDesk © Analysys International Search engine market share in China, 2013 Baidu dominates search in China takes 63% market share in terms of number of search queries BAIDU is the search engine in China No. Baidu 63% so360 15% Sogou 13% Google 6% Others 3% 1
- 10. Oil Sector Situation in China
- 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
- 28. Baidu ads formats Some clues… Extensions Micro-Brand Click to call
- 29. Workflow
- 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