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La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
La oportunidad del sector vitivinícola en China con Baidu
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La oportunidad del sector vitivinícola en China con Baidu

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El consumo de vino en China ha conocido un importante incremento en los últimos años, hasta el punto de haberse convertido en el quinto país que más vino importa de todo el mundo, ya que un 16% del …

El consumo de vino en China ha conocido un importante incremento en los últimos años, hasta el punto de haberse convertido en el quinto país que más vino importa de todo el mundo, ya que un 16% del vino que se consume en China es importado. España es uno de los cuarto países cuyo vino reviste mayor popularidad para el mercado chino. Durante el primer semestre de 2013 las exportaciones llegaron a alcanzar un valor cercano a los 45 millones de euros, un 12 por ciento más respecto al semestre anterior, y las importaciones de vinos españoles aumentaron un 40% en China continental. La creciente demanda y la progresiva popularización de nuestros vinos en el Gigante Asiático obliga a tener una buena estrategia enfocada a la distribución, así como planes de marketing adaptados al mercado chino. Anunciarse en Baidu a través de una campaña de marketing en buscadores supone una gran oportunidad para el sector vitivinícola español en China, ya que es el motor de búsqueda que eligen la mayoría de los chinos para buscar información en Internet.

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  • 1. REINVENT YOURSELF, EVERY DAY Wine Industry Baidu
  • 2. Content 1 China Internet Situation 2 Wine Sector Situation in China 3 Industry SEM Situation 4 Workflow
  • 3. China Internet Situation
  • 4. China Internet Situation China Internet Users CHINA 1 No. has the internet users in the world Predict over 700 million in 2013 covering half of Chinese population 1500 1300 498 million 310 million Data sources: IMF 58.2 Internet users penetration(%) 60 52.6 1100 46.7 50 40.7 900 34.8 40 700 26.3 300 100 -100 797 22.8 500 Total Population 70 Internet users scope(million) 716 13.8 467 182 2007 303 2008 30 549 632 351 2009 20 10 2010 2011e 2012e 2013e 2014e 0
  • 5. China’s Internet Population Surges to 564 million Unit: Million China Total Online Population 700 600 500 400 300 200 100 - 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 2005 2006 Internet Users 2007 2008 2009 Growth Rate Boosted the China Online Penetration rate to 42.1% and hope to reach 52.1% in 2016. • 564 Million at the end of 2012 2010 2011 2012 Linear (Internet Users) 10.5 % 200 6 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 Unit: Million 450 400 350 300 250 200 150 100 50 - China Mobile Online Population 60.8% 66.2% 69.3% 74.5% 80% 70% 60% 74.5% 50% of total 39.5% 40% experiencing 24.0% 30% mobile online 20% 10% 0% 2007 2008 2009 Mobile Online Users 2010 2011 2012 % of Online Population • Desktop PC access dropped from 73.4% in 2011 to 70.6% in 2012 • Laptop usage dipped slightly, to 45.9% Data Source: CNNIC Report, Dec 2012
  • 7. China Internet Situation Advertising Channel analysis Search engine Instant message 1 is the No. SEARCH application 79.6% 79.4% MP3 78.7% 65.5% Blog 64.2% Online gaming 62.1% Online video Email Social network Online book Data sources: iResearch, 2011. 6 74.7% News 51.9% 47.4% 40.2%
  • 8. China Internet Situation Baidu Owns Mostly Market Share BAIDU is the 1 No. search engine in China Baidu dominates search in China takes 63% market share in terms of number of search queries Data Source: EnfoDesk © Analysys International Search engine market share in China, 2013 Google 6% Others 3% Sogou 13% so360 15% Baidu 63%
  • 9. Wine Sector Situation in China
  • 10. Wine sector High potential-opportunity China's per capita consumption of wine • • China's per capita consumption of wine is increase quickly. China has been the fifth wine importer country in the world, and it will become the second largest country in demand in Y2016.
  • 11. Wine sector High potential-opportunity • • 16% from the Chinese wine market is imported Wine imports amounted to 361,600 KL in Y2011, and it increased 4 times during Y2012.
  • 12. Spanish wine in Chinese market TOP 10 popular wine countries China's top 10 popular wine countries of sale France Australia Italy Spain The United States intelligence Argentina New Zealand Portugal South Africa • • Spain is one of the fourth popular wine countries for Chinese people. France is the largest country in sales, and Spain has the fastest sales promotion.
  • 13. Online searches for “Spanish wine” Increasing rapidly • • • •Imported wine •The Spanish wine “The Spanish wine”: searches began in 2010, the traffic is close to “imported wine” now. “Imported wine”: searches began in 2007, the traffic now is about 11 thousand per day. All this traffic is active search, so search marketing is very important for this sector.
  • 14. Online searches for “Spanish wine” Increasing rapidly High volume per city 1 Beijing 2 Shanghai 3 Xiamen 4 Guangzhou 5 Fuzhou 6 Shenzhen 7 Changsha 8 Hangzhou 9 Tianjin 10 Chengdu • Beijing, Shanghai, Xiamen represent the highest search volume cities for Spanish Wine. High search volume of people searching “Spanish wine”
  • 15. Online searches for “Spanish wine” “Spanish wine” and “Imported wine” Income level of people who search “Spanish wine” Income level of people who search “Imported wine” 70% 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% 0% 0% lower • low medium high higher Most of the people that search “Spanish wine” is medium & high income level. lower • low medium high higher People that search “imported wine” cover all income levels.
  • 16. Some conclusions • • • • China has been the fifth wine importer country in the world, and it will become the second largest country in demand in Y2016. Spanish wine is popular, and has a faster growing demand in China. Spanish wine has a high volume of searches in China, especially in Beijing, Shanghai, Xiamen. Most of the people that search “Spanish wine” is medium & high income level. …The important point is to increase exposure, get visitors and sale…
  • 17. Industry SEM Situation
  • 18. Baidu vs Other Searchers Baidu 360 Sogou Google As Baidu As Baidu Yes Algorithm Ads Quality & Ranking As Google but Quality Score different 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 Display Network Contextual Target Yes - Yes Yes Site Target Yes - Yes Yes Re-Marketing Yes - - Yes Searched KW Target Yes - - - Yes
  • 19. Baidu SEA Strategy Advertising Allocation Baidu Search Baidu Content Brand Zone •Brand Campaign •General Campaign •Targeting Campaign •Competitor Campaign •Keyword Targeting •Re-Targeting •Different type of formats •Customized-high impact advertising
  • 20. 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
  • 21. 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. • • •
  • 22. Publicidad en Baidu Content o Display Content Baidu Contextual Site Search Targeting Targeting Targeting Retargeting
  • 23. Publicidad en Baidu Content o Display Contextual Targeting Show ads in relevant sites (according to the content) using your keywords or topics, among other factors Site Targeting Show your ads only on specific placements you choose
  • 24. Publicidad en Baidu Content o Display Search Targeting Show ads to your site visitors when they search for what they need on Google Retargeting Lets you reach people who have previously visited your site and show them relevant ads across the web
  • 25. Baidu Brand Zone Basic Format Baidu Eyeball Experiments No 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 With BrandZone
  • 26. Brand-Zone I.多tab展现样式:系列产品全方位展示
  • 27. Brand-Zone IV.标准微博样式:SNS助力搜索引擎,一键转发、加关注
  • 28. Brand-Zone VI.左侧视频样式:富媒体焦点位置展现,传播品牌形象
  • 29. Baidu ads formats Some clues… Extensions Micro-Brand Click to call
  • 30. Workflow
  • 31. Methodology Brand & Market Analysis PRODUCT AND PRICE COMPETITORS USABILITY AND CONSUMER EXPERIENCE Campaign definition Market analysis and objectives Campaign structure related to website Contact C2C FORMS TLF. CHAT IMPS CLICKS LEADS CPL COSTS Optimization Landing pages KW search and organization in topics (ad groups) Creativities and destination URL DIRECT SALE (E-COMMERCE) ACQUISITION Metrics definition Optimization: bids, matches, ads, KW… IMPS CLICKS SALES CPA COSTS SEA Campaign
  • 32. 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 Total Branding Travel Long Tail User Targeting Impressions 1.796.683 668.603 1.020.502 Clicks CTR CPC 401.423 22,34% 0,06 € 58.823 8,80% 319.800 31,34% Position Conversions % CPA/CPL Conv. Conv. Value Spending 29,64% 0,22 € 16,05 € 25.810,7 1€ 2,0 118.998 0,17 € 1,95 6.673 11,34% 1,49 € 0,04 € 1,17 110.321 34,50% 0,13 € 16,42 € 9.942,35 € 14.073,57 16,11 € € 33.795 3.184 9,42% 0,16 € 1,55 68 2,14% 7,36 € 18,97 € 500,15 € 73.783 19.616 26,59% 0,07 € 1,05 1.936 9,87% 0,67 € 15,90 € 1.294,64 €
  • 33. Reports (monthly) 0.06% 1.63% 5.61% In this report Kanlli will analyze main data and opportunities. Is an ad-hoc report highlighting main objectives of the client. Will include performance KPIs, some examples are : of most relevant 92.71% Branding Long Tail User Targeting € 250.00 41 31 32 32 25 23 26 32 32 32 25 26 23 22 35 35 € 200.00 € 150.00 22 € 100.00 10 € 50.00 Conversions CPA/CPL 1/18 1/17 1/16 1/15 1/14 1/13 1/12 1/11 1/9 €1/10 45 40 35 30 25 20 15 10 5 - 1/8 Conversion by campaign Traffic by campaign Coverage vs traffic Conversions & CPA Evolution 1/7 Impressions Clicks CTR CPC Conversions %conversion CPA Investment 1/6 • • • • • • • • 1/5 • • • Travel Basic metrics: 1/4 • 1/3 • Conversions by campaign 1/2 • These reports include an exhaustive analysis about account activity, with a very visual format and highlighting the market trends. 1/1 •
  • 34. ¿Quieres recibir más información? Puedes contactar con nosotros. Pablo López Carral Director Comercial Pablo.lopez@kanlli.com 615 228 798 Kanlli: C/ Príncipe de Vergara, 109. 9º 28002 Madrid. 917259220 baidu@kanlli.com http://baidu.kanlli.com

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