Oportunidad del mercado chino para el sector de la educación en España

594 views

Published on

El número de chinos que optan por estudiar en el extranjero no para de crecer -alcanzaron los 395.000 en el año 2012-, y la inmensa mayoría de ellos cursan estudios superiores como licenciaturas o posgrados.

Desde 2003, el número de chinos que estudian en España se ha disparado, pues como una buena oportunidad para estudiar en una universidad europea a precios muy competitivos, y de los pocos en los que existe reconocimiento de títulos y diplomas oficiales.

Anunciar nuestro centro educativo o escuela de negocios en Baidu, el buscador líder en China, nos ayudará a darnos a conocer y lograr que elijan España y nuestro centro como país de destino.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Oportunidad del mercado chino para el sector de la educación en España

  1. 1. REINVENT YOURSELF, EVERY DAY Education Situation in China
  2. 2. Content 1 China Internet Situation 2 Education Situation in China 3 Industry SEM Situation
  3. 3. China Internet Situation
  4. 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. 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 % 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. 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. 7. 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
  8. 8. 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
  9. 9. Studying abroad Situation in China
  10. 10. Number of people studying abroad increases year by year in China • China's study abroad students has increased year by year, has developed into the world's largest market. • The number of overseas studying is now in 395 thousand (2012). • The number expected for 2013 reaches to 450 thousand. The number of study abroad students in China, 2013Q1 Data Source: http://www.eol.cn/html/lx/report2012/report1
  11. 11. • 93% of the students who study abroad are common people. • Increased to 314.8 thousand in Y2011. • Represents the important audience of language university. Most of the students that study abroad are common people 314.8 thousan d Number of students (thousand) Countries pay Companies pay Commoner The number of study abroad students in China, 2013Q1 Data Source: http://www.eol.cn/html/lx/report2012/report1
  12. 12. How long, usually, students stay? 62% 21% 11% 6% Time 1~3 months 3~6 months 6~12 months more than 1 year • Most of the students have a short semester. • Only 6% students will stay in more than 1 year. The number of study abroad students in China, 2013Q1 Data Source: http://www.eol.cn/html/lx/report2012/report1
  13. 13. • Most of the people who plan to study abroad are high school students and undergraduates. Type of degree of planning to study abroad in China 51% 38% 5% 6% Degree undergraduate high school students graduate others The number of study abroad students in China, 2013Q1 Data Source: http://www.eol.cn/html/lx/report2012/report1
  14. 14. 9% of overseas students choose Europe Data Source: www.51usavisa.com The number of study abroad students in China, 2013Q1 34% 23% 16% 6% 3% 9% 5% 4% American England Australia Canada New Zealand Europe Asian Other • The number of overseas studying has arrive 395 thousand in year 2012. • 9% of the overseas students chose Europe.
  15. 15. Data Source: www.eol.cn The number of study abroad students in China, 2013Q1 http://www.eol.cn/html/lx/report2012/report1 • Exists a high potential market in China per Spanish Universities!! The number of Chinese students in Spain increased 11 times
  16. 16. Industry SEM Situation
  17. 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. 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. 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. 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. 21. Publicidad en Baidu Content o Display Content Baidu Contextual Targeting Site Targeting Search Targeting Retargeting
  22. 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. 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. 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
  25. 25. I.多tab展现样式:系列产品全方位展示 Brand-Zone
  26. 26. IV.标准微博样式:SNS助力搜索引擎,一键转发、加关注 Brand-Zone
  27. 27. VI.左侧视频样式:富媒体焦点位置展现,传播品牌形象 Brand-Zone
  28. 28. Baidu ads formats Some clues… Extensions Micro-Brand Click to call
  29. 29. ¿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

×