Oportunidad del mercado chino en el sector hotelero

678 views

Published on

La consolidación de China como potencia mundial lleva aparejado un aspecto que es inherente a los países desarrollados: ser generador de turismo. De hecho, China es ya líder mundial, y su gasto en turismo internacional lo coloca incluso por encima de Estados Unidos. Cada vez son más los chinos que se deciden a conocer mundo y, en este contexto, Europa representa el 16,7% del mercado del turismo en China, siendo el segundo destino más importante. Que España se posicione como uno de los destinos líderes dentro de Europa es el gran reto al que se enfrenta el sector turístico en nuestro país. Para ello, los hoteleros deben saber jugar bien sus cartas, adaptándose a las necesidades reales de este tipo de clientes y, lo más importante, dándose a conocer entre la comunidad china a través de Baidu, el buscador líder en el país asiático.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
678
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
5
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Oportunidad del mercado chino en el sector hotelero

  1. 1. REINVENT YOURSELF, EVERY DAY Turism & Hotel Industry Baidu
  2. 2. Content 1 China Internet Situation 2 Turism Industry SEM Situation 3 Hotel Industry SEM Situation 4 Industry SEM Situation 5 Workflow
  3. 3. China Internet Situation
  4. 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. 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. 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. 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. 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. 9. Turism Industry SEM Situation
  10. 10. The number of outbound tourism increased year by year in China 90 80 70 60 50 40 30 20 10 Y2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 number of people (million) • • China's outbound tourism has increased year by year, has developed into the world's largest market The number of outbound tourism has arrive 77 million in year 2012. Data Source:Special.caixin.com The number of outbound tourism in China, 2013Q1
  11. 11. Europe represents the 16.7% share of the China travelling market Market share 4.10% 2.60% • 16.70% 8.80% • • 67.80% Europe Asia America Oceania Africa Data Source: www.cntour2.com The number of outbound tourism in China, 2013Q1 Europe travelling is the second biggest market of Chinese overseas travelling market. In 2011 there were 110 thousand Chinese tourists travelling to Spain. In 2012 it increased to 150 thousand
  12. 12. Most of the Chinese tourists travel to Spain for holiday travelling 3.30% 4.30% 3.40% 15.90% 44.50% 55.50% 73.10% vacation visit family and friends other • shopping business trip 75.5% of Chinese tourists travel to Spain for holiday travelling, and 15.9% for shopping self-help travelling • tourist groups 44.5% of Chinese tourists chose self-help travelling
  13. 13. More high income level people choose to travel in Spain Income level of people who search travel in Spain 40% 35% 30% 25% 20% 15% 10% 5% 0% 50% 40% 30% 20% 10% 0% lower • Income level of people who search travel in Europe low medium high higher Most of the people who search travel in Spain is high income level lower • low medium high higher Most of the people who search travel in Europe is medium income level
  14. 14. Network, a promotion focus The Internet has become a new world tourism publicity key positions • Before a journey: • On the way: • Return journey: • • • • • • Check online travel strategy. BBS. Internet booking air tickets hotel and travel line. Through the network to share the journey experience (facebook…) Meet question to net friend for help at any time. Record and appear for everybody reference through the blog, network electronic photo album, and other means.
  15. 15. Overseas travel season factor • “Travel in Europe”:  High search volume growth occurred before the Spring Festival .  The highest search volume in spring.  The lowest search volume in summer. Data Source: Baidu index , 2013Q1 Daily Search Trend, proportional to the traffic
  16. 16. Traffic “Travel in Madrid” • • • •Travel in Madrid •Travel in Spain Data Source: Baidu index , 2013Q1 Daily Search Trend, proportional to the traffic “Travel in Spain”: numerous search began in 2008, the traffic is more than 50% higher than “travel in Madrid” “Travel in Madrid”: numerous search began in 2012, the traffic is about 12 thousand per day. All this traffic is active search, so the search marketing is important
  17. 17. Search popular city in Spain travelling Popular city Madrid Barcelona Granada Sevilla Córdoba Tenerife Sitges Gran Canaria
  18. 18. High search volume city in China people who search “travel in Madrid” High volume city 1 2 3 4 5 6 7 8 9 10 • Beijing, Shanghai get the highest search volume Beijing Shanghai Hangzhou Dalian Suzhou Dezhou Hefei Kunming Shenyang Harbin
  19. 19. Some conclusions… • European tourism holds a large market share, and the number of people who travelled in Europe increased year by year. • Travelling in Europe has a highest search volume in Spring. • Madrid is tourism popular city in Spain. • • • • The search volume in Spring is not very high yet, it has a big room to improve. Most of the people who search travel in Spain is high income level. Most of the people who travelled in Europe are for holiday, and half of them chose self-help travelling. The most important point is to increase exposure, let more and more people see the ads.
  20. 20. Hotel Industry SEM Situation
  21. 21. Most of the Hotel Seekers Prefer to Search OTA on Baidu • • • • 35% people who have searched hotels visit OTA. 20% access vertical search engine such as Qunar. Only 15% users reach hotel websites. Review websites, airline tickets and map websites are also their preference while booking a hotel. OTA means online travel agency (sector-related online platforms)
  22. 22. Baidu Index of Hotel Industry increased Sustainably Data time: 2011.1.1-2012.9.4 Data Source: pv.BAIDU.com • • Baidu Index of Hotel Industry Baidu index of hotel industry rose year by year. Hotel related words' Baidu index growth more than 20% every year. Baidu index: search popularity, not search volume
  23. 23. Hotel Industry got a high search volume in Baidu Data time: 2011.1.1-2011.12.31 Data Source: index.BAIDU.com • • • Search volume varies with seasons and vacations. The bottom point was in Feb. because of the Spring Festival. It reached the peak at the end of Sept. as the National Holiday. Search volume usually rises 5 days before vacations.
  24. 24. Search Query Geographical Distribution Top 15 Search Cities • Beijing, Shanghai , Guangdong are 3 main areas where people are interested in high-end hotels.
  25. 25. Search Peak Distribution • Users tend to search travelrelated and hotel-related keywords in working days. Data time: 2012.8.1-2012.8.31 Data source: pv.BAIDU.com • The peak hours of search volume in one day are 8 to 17 and 19 to 23.
  26. 26. Relationship between Search Intention and Behavior 1% Tourist administration Travel agency 2% Travel agency 4% Rent car 8% Hotel 2% Guide 24% Ticket 23% Vertical Search 26% 4% Guide 42% Travel destination 16% Travel • 3% Rent car 4% When user does not have clear intention brand, tourism destination information is the most common category. 41% OTA • • Data time: 2011.1.1-2012.9.4 Data source: pv.BAIDU.com Hotel When user„s search intention have clear intention brand, the brand name of OTA is the most common category. OTA=online travel agency
  27. 27. Keywords Type of Hotel Industry in Baidu 700,000 € 1.40 600,000 € 1.20 500,000 € 1.00 400,000 € 0.80 300,000 € 0.60 200,000 € 0.40 100,000 € 0.20 - € 0.00 Hotel Keyword type Hotel Travel Tickets Scenic spots Other Travel Tickets Monthly searches OTA name City + travel Booking airline ticket City + scenic spots City + weather Estimated data, for reference only. Scenic spots Average CPC Other Keywords example City + hotel Booking hotel Holiday + travel Tourist groups City + ticket City to city Famous building name Map of scenic spot City + food City + travel guides … … … … …
  28. 28. Top 15 Keywords of Hotel Industry Top 15 Queries of Keywords Translation 酒店预订 Hotel reservation 酒店 Hotel 酒店团购 The hotel group buying 订酒店 Book the hotel 连锁酒店 The hotel chain 五星级酒店 5 star hotel 酒店预定 The hotel reservation 主题酒店 Theme hotel 酒店用品 Hotel supplies 订房 The reservation 酒店预订网 Hotel reservation network 星级酒店 Star hotel 网上订酒店 Online booking hotel 情趣酒店 Lovers hotel 酒店百事通 The hotel's union Baidu Index
  29. 29. Top 10 KWs, before People Search “Hotel” Top 10 Queries of Keywords Translation 酒店 Hotel 3.80% 携程 OTA name (Ctrip) 1.18% 酒店预订 Hotel reservation 0.90% jiudian Hotel spelling 0.87% 机票 Airline tickets 0.72% 去哪儿 OTA name (Qunar) 0.64% 如家 Hotel name (Home Inn) 0.57% 团购 Group buying 0.56% 酒店管理 Hotel management 0.54% 火车票 Train tickets 0.5% • • Search Volume Before search “hotel”, most of the keywords people search are OTA name. Most of the people search tickets, than search hotels.
  30. 30. Top 10 KWs, after People Search “Hotel” Top 10 Queries of Keywords Translation 酒店 Hotel 4.00% 酒店预订 Hotel reservation 1.03% 携程 OTA name (Ctrip) 0.98% 团购 Group buying 0.69% 酒店团购 The hotel group buying 0.63% 如家 Hotel name (Home Inn) 0.57% 如家酒店官网 Hotel website (Home Inn) 0.52% 7天连锁酒店官网 Hotel website (7days Inn) 0.48% 百星酒店 movie name ("Baixing hotel") 0.45% 酒店预定 Hotel reservation 0.44% • Search Volume Before search “hotel”, most of the keywords people search are hotel name.
  31. 31. Industry SEM Situation
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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. • • •
  36. 36. Publicidad en Baidu Content o Display Content Baidu Contextual Site Search Targeting Targeting Targeting Retargeting
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. Brand-Zone I.多tab展现样式:系列产品全方位展示
  41. 41. Brand-Zone IV.标准微博样式:SNS助力搜索引擎,一键转发、加关注
  42. 42. Brand-Zone VI.左侧视频样式:富媒体焦点位置展现,传播品牌形象
  43. 43. Baidu ads formats Some clues… Extensions Micro-Brand Click to call
  44. 44. Workflow
  45. 45. 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
  46. 46. 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 €
  47. 47. 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 of most relevant KPIs, some examples are : 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 •
  48. 48. ¿Quieres recibir más información? Puedes contactar con nosotros. Kanlli C/ Príncipe de Vergara, 109. 9º 28002 Madrid. 91 725 92 20 baidu@kanlli.com http://baidu.kanlli.com Pablo López Carral Director Comercial pablo.lopez@kanlli.com 615 228 798

×