Presentation in a 360 Search Seminar at Wework Pyrmont (Sydney) to discuss everything marketers need to know about "Connecting Your Brand with Unlimited Chinese Market Potential and China Search Marketing"

1. TAMING THE DRAGON
CONNECTING YOUR BRAND WITH
UNLIMITED CHINESE MARKET POTENTIAL
360 Search Sales Representative | China Internet Specialist
16 years of experiences in Mobile, Internet & Digital; joined 360 since 2011
Bob Lu
Friday 29th September 2017, 100 Harris St Pyrmont, Sydney
@

2. PC internet users
million157
Source: CNNIC, August 2017
Mobile internet users
million427

3. UNLIMITED BUSINESS OPPORTUNITIES…

4. CHINA HAS ITS OWN
DIGITAL ECOSYSTEM

5. HOW TO EFFECTIVELY TARGET YOUR AUDIENCES?

6. WHAT IS 360?

7. CHINA’S #1 INTERNET SECURITY COMPANY
TOP 5
internet company
in china
5000 +
employees
360 is the pioneer in the world to offer completely free online security services to everyone

8. 360 Internet Security360 Security Apps
360 Personalized Portal 360 Web Browser
360 Android App Store 360 Search Engine
#1 security app #1 anti-virus
#2 web browser#1 directory portal
#1 android app store #2 search engine

9. 360 Web Browser
monthly user coverage
Microsoft IE Browser
monthly user coverageVS75% 82%
DAILY USER COVERAGE
NUMBER OF USAGE DAYS / PERSON ∙ MONTH
NUMBER OF USAGE / PERSON ∙ DAY
EFFECTIVE TIME OF USE / USAGE
1.7X
1.8X
4.3X
5.9X
Source: iResearch iUserTracker, June 2017
MOST POPULAR WEB BROWESERS

10. Baidu
62%
360
26%
Sogou
11%
Source: umeng.com, May 2017
share of search engine traffic
to Chinese websites
TOP 5 MOST VISITED CHINESE WEB SITES
(Monthly User Coverage)
Source: iResearch iRIndex, August 2017
66%
Source: 360.cn, 2017
YOUNGER AUDIENCE, HIGHER VALUE

11. CONNECTING YOUR BRAND WITH
UNLIMITED CHINESE MARKET POTENTIAL

12. MARKET INSIGHTS FROM 360'S ENORMOUS USER BASE
517 M
PC Users
Demographics
Location …
Interests Devices
Preferences Behaviors
100K+ Labels & Categories
Cross Platforms
799M
Mobile
Users
Data
Collection
Data Mining
& Analysis
Reporting
Marketing
Strategies

13. DEMOGRAPHICS
Source: shangyi.360.cn
Australia Vitamins & Supplements Brands

14. DEMOGRAPHICS
Source: shangyi.360.cn
Australia Vitamins & Supplements Brands

15. LOCATION
Source: shangyi.360.cn
Australia Vitamins & Supplements Brands
1.98 times of Zhejiang’
Population of Chinese
Proportion

16. INTERESTS
Source: shangyi.360.cn
Australia Vitamins & Supplements Brands

17. BRAND AWARENESS
Source: shangyi.360.cn
Luxury Car Brands

18. BEHAVIOR
Source: shangyi.360.cn
Australia Vitamins & Supplements Brands
Websites

19. CASE STUDY
HOW HOTELS.COM ENHANCED
ITS ONLINE BUSINESS PRESENCE IN CHINA

20. DEMOGRAPHICS CHARACTERICS
56.67% - Male
55.13% - Aged 25 – 34
58.56% - Degree Holder
59.56% - Medium Purchasing Power
13.66% - From IT Industry
LOCATION DISTRIBUTION
19.10% - Guangdong
13.04% - Beijing
10.95% - Shanghai
7.15% - Zhejiang
5.87% - Jiangsu
DISCOVER TARGET AUDIENCES
Improved
Ad texts
& Creatives
Best
Performing
Regions

21. Make Sense when Brand is Known
Always on the Top
Large Customizable Area
Multiple Site Links
Stands Out from Competition
PREMIUM SPONSORED “BRAND EXPRESS” AD FORMAT

22. CTR
(Brand Express Ad)
SEM Impression
CTR
(Sponsored Links Ad)
Over 90% 300,000 / Month Over 2%
Thanks for market insights provided by 360 big data analytics,
Hotels.com was able to run its campaign targeting key audiences and got improved results
IMPROVED PERFORMANCE WITH PRECISE TARGETING

23. Thank You!
linkedin.com/in/boblu
bob.lu@qs-search.com
Bob Lu
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