oportunidad del sector de la moda en china con baidu
DESCRIPTION
Con alrededor de 1.400 millones de habitantes y una clase media urbana que se estima será el 40% de su población total en 2020, China se perfila como un mercado de potencial extraordinario para el sector de la moda, pero no sólo de las propias creaciones nacionales: En 2012, las importaciones de prendas de vestir crecieron un 21% respecto a 2011, mientras que las exportaciones de moda española a China crecieron un 43% en 2011 y un 34% en 2012. Pero el éxito de todo negocio pasa por llevar a cabo una estrategia publicitaria óptima, adecuada tanto al público objetivo como a los soportes existentes en cada país. Es en este punto donde Kanlli es un gran aliado, al ser la agencia que comercializa en exclusiva en España los espacios publicitarios de Baidu en España, quien está ayudando a muchas compañías del sector textil en la expansión de su marca.TRANSCRIPT
REINVENT YOURSELF, EVERY DAY
Search Engine Marketing Proposal
Fashion Sector
Content
1 China Internet Situation
2 Fashion 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
Fashion Sector Situation
In 2012, the online business scale for fashion industry is about EUR 40 billion , and the annual growth rate is 55.6%, which is much higher than other industries.
Fashion industry online shopping occupied 26.9% of whole online shopping market, which remained No.1 for online shopping.
Y2008 Y2009 Y2010 Y2011 Y2012 Y2013e Y2014e Y2015e Y2016e0.0
1000.02000.03000.04000.05000.06000.07000.08000.09000.0
10000.0
2.40%
24.00%
240.00%
Online fashion s hopping scale (hundred million) Growth rate (%)Percentage of online fashion shopping(%)
Data sources: CNNIC
Online Sales of Apparel Estimated to reach CNY300 Billion in 2012
Brand
Daily Search Volume Brand
Daily Search Volume
Top Fashion Brands Top 10 Mundial & Top 5 Spain
Data Source: Baidu index , 2013Q2
LOUIS VUITTON 20,990
Uniqlo 13,199
Calvin Klein 12,399
Nike 11,023
ZARA 10,455
Burberry 9,631
Prada 9,365
H&M 9,204
Armani 6,699
ZARA 10,455
Mango 1,358
LOEWE 746
Bershka 417
Pull&Bear 191
Travel
The number of outbound tourism increased year by year in China
Y2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 -
10
20
30
40
50
60
70
80
90
number of people (million)
Data Source:Special.caixin.comThe number of outbound tourism in China, 2013Q1
•China's outbound tourism has increased year by year, has developed into the world's largest market.•The number of outbound tourism was around 77 million in year 2012.
Europe got the 16.7% share of the China travelling market
• Europe got the 16.7% share of the China travelling market.
• Europe travelling is the second biggest market of Chinese overseas travelling market.
• In 2011 there were 110 thousand Chinese tourists travel to Spain.
• In 2012 it increased to 150 thousand.
16.70%
67.80%
8.80%4.10% 2.60%
Market share
Europe Asia America Oceania Africa
Data Source: www.cntour2.comThe number of outbound tourism in China, 2013Q1
Overseas travelling in China
• “Travel in Europe”: High search volume growth
occurred before the Spring Festival .
The highest search volume in spring.
The lowest search volume in summer.
• “Overseas travel”: High search volume growth
occurred before the Spring Festival.
•Overseas travel•Travel in Europe
Data Source: Baidu index , 2013Q1Daily Search Trend, proportional to the traffic
High search volume city in Chinapeople who search “travel in Madrid”
High volume city 1 Beijing 2 Shanghai 3 Hangzhou 4 Dalian5 Suzhou6 Dezhou7 Hefei8 Kunming9 Shenyang
10 Harbin
• Beijing, Shanghai get the highest search volume
Traffic “Travel in Madrid”
•Travel in Madrid•Travel in Spain
Data Source: Baidu index , 2013Q1Daily Search Trend, proportional to the traffic
• “Travel in Spain”: numerous searches began in 2008, the traffic is more than 50% higher than “travel in Madrid”;
• “Travel in Madrid”: numerous searches began in 2012, the traffic is about 12 thousand per day;
• All this traffic is active search, so the search marketing is important
Search popular city in Spain travelling
Popular city
Madrid
Barcelona
Granada
Sevilla
Córdoba
Tenerife
Sitges
Gran Canaria
Shopping Overall
Luxury Products Shopping
Amounts of Online Spending Increases year by year in China
Unit: Hundred MillionYearly Compound Growth rate
Data source: Iresearch
The number of Luxury Products Online Shopping increased year by year in China
Online shopping scale(hundred million) Business growth(%)Percentage of Online Shopping Business(%)
Market scale (ten thousand)
Growth (%) Percentage of Internet action (%)
2010-2015 China Industry Products Online Shopping Scale 2010-2015 China Online Shopping Scale
Date Source: IResearch Date Source: IResearch
• There are two surveys from Irsearch toward the scale of China Luxury Products Online Shopping, In these years, the scale of it is increasing for all
China, 1st Luxury Products Online Shopping Purchase Power
Euro 51%
North Ame-rica15%the Middle East
14%
Hongkong41%
Region Percentage of China Luxury Products Shopping
World
Euro
North America
the Middle East
Hongkong
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Chinese Purchase Power Share
• Euro is now being the biggest market for China luxury Products Online Shopping;
• Beyond 80% amounts of Luxury Products Online Shopping from China in Hong Kong market;
• Beyond 20%......in the Middle East market;• Beyond 25%......in North America market;• Beyond 60%......in Euro market;
• Beyond Half ….all over the world
Most of the Chinese tourists travel to Spain for holiday
• 75.5% of Chinese tourists travel to Spain for holiday travelling, and 15.9% for shopping;
73.10%
15.90%
3.40%
3.30% 4.30%
vacation shopping visit family and friends business trip other
44.50%
55.50%
self-help travelling tourist groups
• 44.5% of Chinese tourists chose self-help travelling
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
Workflow
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
IMPSCLICKSLEADS
CPLCOSTS
IMPSCLICKSSALESCPA
COSTS
Reports (weekly)
• The client will receive a weekly report with main data about the campaign. The objective is to analyze main KPIs of the account to improve performance week by week with daily optimization tasks.
Campaign Impressions Clicks CTR CPC Position Conversions% Conv. CPA/CPLConv. Value Spending
Total 1.796.683 401.423 22,34% 0,06 € 2,0 118.998 29,64% 0,22 € 16,05 €25.810,7
1 €
Branding 668.603 58.823 8,80% 0,17 € 1,95 6.673 11,34% 1,49 € 16,42 € 9.942,35 €
Travel 1.020.502 319.800 31,34% 0,04 € 1,17 110.321 34,50% 0,13 € 16,11 €14.073,57
€
Long Tail 33.795 3.184 9,42% 0,16 € 1,55 68 2,14% 7,36 € 18,97 € 500,15 €User Targeting 73.783 19.616 26,59% 0,07 € 1,05 1.936 9,87% 0,67 € 15,90 € 1.294,64 €
Reports (monthly)
• These 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. Is an ad-hoc report highlighting main objectives of the client.
• Will include performance of most relevant KPIs, some examples are :
• Basic metrics:
• Impressions
• Clicks
• CTR
• CPC
• Conversions
• %conversion
• CPA
• Investment
• Conversion by campaign
• Traffic by campaign
• Coverage vs traffic
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€ -
€ 50.00
€ 100.00
€ 150.00
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€ 250.00
25 23
26
31 32 32
25 26
32
41
23 22
10
22
32 32 35 35
Conversions & CPA Evolution
Conversions CPA/CPL
5.61%
92.71%
0.06% 1.63%
Conversions by campaign
Branding TravelLong Tail User Targeting
¿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