china real estate sector – marketing in china with baidu | china search | ntent
TRANSCRIPT
The world’s largest online economy
China already has the largest online population in the world at 642 million users.
Astonishingly that’s only 47% of their population, so their capacity for growth is enormous.
642
277
243
109 109
57
2147
87
20
86
54
90 94
Online Population MMs
% of Population online
They’re becoming affluent
The middle classes are expanding beyond the largest cities 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.
1
13
34
61
57
36
12
53
69
66
39
23
Household annual disposable income
(USD) thousands
Upper affluent >200
Lower affluent $16 - $31.5
Middle Class $9.5 - $16
Emerging Middle $6 - $9.5
Aspirant $4 - $6
Poor <$4
Households MillionsHouseholds Millions
Source BGS Consultants
Urban household disposable income 2020Urban household disposable income 2010
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.
Population of China: 1.35 billion
Online Population: 618 million
Baidu’s Reach: 556 million
Chinese Real Estate Investors
• The enormous over-capacity and recent
slowdown in China’s domestic property
market has pushed many wealthy people to
diversify their investments into offshore
assets.
• Immigration can play a key role in the
purchase on an overseas property – more
than 60% of wealthy Chinese citizens have
seriously considered immigration in the past
3 years.
• The UK, Australia, Canada, and the US are
the most popular destinations for Chinese
real estate investment.
• In the year to March 2014, mainland Chinese
buyers accounted for nearly a quarter of all
foreign purchasers of residential real estate
in Canada, spending about $13.8bn.
• 70% pay cash for property purchases.
From million-dollar trophy homes to more modest condominiums, Chinese buyers are the
fastest-growing segment of global property buyers with over US$7.2 billion in sales in
2009 and US$37 billion in 2013.
Motivations for Property Investment
Lifestyle – Government restrictions, worsening
pollution and decrepit health and social services
are key factors in motivating Chinese nationals
to immigrate or store their wealth overseas.
Investment – 65% of wealthy Chinese are
already in the process of immigrating or have
substantial investments overseas.
Education – 85% of wealthy Chinese families
look to overseas institutions to educate their
children. Property is often purchased for their
children’s accommodation during this time.
Property Value – The property prices in most
major US cities are less than 50% of the property
prices in Shanghai. Overseas investment is a
much better value proposition for the Chinese.
There are a number of factors behind the world wide increase in Chinese overseas
property investment.
How Chinese Search for Property
Your website is essential to attract Chinese
investors. 65% of wealthy Chinese consider the
internet to be the primary source of information
for property investment.
Make sure your website is mobile friendly as
more than 50% of all web sessions is conducted
from a mobile device in China.
Less than 1% of Mainland Chinese speak
English. It goes without saying that the more of
your site you put in Simplified Mandarin, the
better.
Make sure your site contains the key topics the
Chinese want information on. It’s more than just
the property listing.
Information about your company is equally
important – the Chinese want to know that you
have a good reputation (include information on
any awards you or your sales team may have
won.
Also include information on the
country’s property laws, immigration
requirements and education
standards.
Increasingly, Western real estates agents and property developers are providing web
sites that cater to the Chinese property investor.
Case Study: Meriton
• Harry Triguboff, a self-made property tycoon and founder of the Meriton Group, says compared to
the more speculative inflows from other countries, Chinese investors are consistent buyers.
"I've never experienced any other foreign nationals that bought in that volume and they've never
bought so consistently," Mr Triguboff said.
"They're not very concerned about the amount of return, they want to see capital gain, and I think
that now with the dollar coming down... it will help us to sell even more."
• Fifteen per cent of Meriton's sales in 2012 were to offshore Chinese investors.
Meriton is one of Australia’s largest real estate groups. Thanks to their marketing efforts
in the region, China now represents 15% of their sales.
China Search International
Overview
We are Baidu’s International Partner, not an agency.
That means our business model does not rely on
charging management fees.
In fact – the only charge you or your clients will ever see
from us is a 2.5% processing fee to cover our banking
and foreign exchange fees. In essence we are paid by
Baidu to sell Baidu.
With offices in Singapore, San Francisco, Sydney, and
London we’ve guided hundred of clients through the
complex Baidu processes.
We’ve all worked previously at major brands / agencies
in the UK, USA, and Australia so we understand your
requirements and the importance of managing your
client’s expectations.
The result is that we’re well-placed to help your clients
launch on Baidu in the most cost effective and hassle-
free way.
Some of our more well known clients
We are Baidu’s International Partner. Our clients are predominantly international companies
looking to capitalize on opportunities in China.
Our Free Services
• Translation of all documents for submission
to Baidu
• Facilitation of the account opening process
• Provision of bespoke keyword lists where
required
• Translation and volume checking of
keywords
• Provision and / or translation of ad copy
• Loading of keywords into the client’s Baidu
account ready for launch
• Bid Management API application on the
client’s behalf
• Full training on how to manage accounts on
Baidu (use of the Baidu console)
• Issuing of invoices in the client’s preferred
currency and transferring of funds into the
client’s Baidu account.
• Provision of research decks on relevant
sectors and updates in the Chinese market
• Pitch Support (provision of keyword
proposals, research and recommendations)
CSI / NTENT’s role is to help International companies to launch on Baidu.
Getting in Touch
Should you have additional questions,
please don’t hesitate to get in touch:
Kevin J. Carney
VP, Agency Partnerships & Strategic
Accounts
(646) 561-8643
www.baiduint.com