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 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...
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%
-...
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
10...
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 en...
China Internet Situation
Baidu Owns Mostly Market Share
Data Source: EnfoDesk © Analysys International
Search engine marke...
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%, w...
Brand Daily Search Volume Brand Daily Search Volume
Top Fashion Brands
Top 10 Mundial & Top 5 Spain
Data Source: Baidu ind...
Travel
The number of outbound tourism
increased year by year in China
-
10
20
30
40
50
60
70
80
90
Y2001 2002 2003 2004 2005 2006...
Europe got the 16.7% share of the
China travelling market
• Europe got the 16.7%
share of the China
travelling market.
• E...
Overseas travelling in China
• “Travel in Europe”:
 High search volume growth
occurred before the Spring
Festival .
 The...
High search volume city in China
people who search “travel in Madrid”
High volume city
1 Beijing
2 Shanghai
3 Hangzhou
4 D...
Traffic “Travel in Madrid”
•Travel in Madrid
•Travel in Spain
Data Source: Baidu index , 2013Q1
Daily Search Trend, propor...
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 Million
Yearly Compound Growth rate
Data source: ...
The number of Luxury Products Online Shopping
increased year by year in China
Online shopping scale(hundred million) Busin...
China, 1st Luxury Products Online Shopping
Purchase Power
Euro
51%
North America
15%
the Middle East
14%
Hongkong
41%
Regi...
Most of the Chinese tourists travel to
Spain for holiday
• 75.5% of Chinese tourists travel to
Spain for holiday travellin...
Industry SEM Situation
Baidu vs Other Searchers
Baidu 360 Sogou Google
Algorithm
Ads Quality &
Ranking
As Google
but Quality
Score
different
As B...
Baidu SEA Strategy
Advertising Allocation
•Brand Campaign
•General Campaign
•Targeting Campaign
•Competitor Campaign
Baidu...
Baidu Search
Search Result Analysis- Brand example
The 1st rank of SERP
be not official site
The official site link
perfor...
Baidu Search Ads
Creative Demo Structure
Recommended Reasons
• Keywords reflect potential
customer exact request.
• Most e...
Publicidad en Baidu
Content o Display
Content
Baidu
Contextual
Targeting
Site
Targeting
Search
Targeting
Retargeting
Publicidad en Baidu
Content o Display
Contextual Targeting
Site Targeting
Show ads in relevant sites
(according to the con...
Publicidad en Baidu
Content o Display
Search Targeting
Retargeting
Show ads to your site visitors
when they search for wha...
Baidu Brand Zone
Basic Format
Baidu Eyeball Experiments
No BrandZone With BrandZone
Pricing Policy
• Pricing at Fixed-Amou...
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 formats
Some clues…
Extensions
Micro-Brand
Click to call
Workflow
Methodology
Brand &
Market
Analysis
PRODUCT AND
PRICE
COMPETITORS
USABILITY AND
CONSUMER
EXPERIENCE
ACQUISITION
Campaign
d...
Reports (weekly)
• The client will receive a weekly report with main data about the campaign.
The objective is to analyze ...
Reports (monthly)
• These reports include an exhaustive analysis
about account activity, with a very visual format
and hig...
¿Quieres recibir más información?
Puedes contactar con nosotros.
Pablo López Carral
Director Comercial
Pablo.lopez@kanlli....
Oportunidad del sector de la moda en China con Baidu
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Oportunidad del sector de la moda en China con Baidu

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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.

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Oportunidad del sector de la moda en China con Baidu

  1. 1. REINVENT YOURSELF, EVERY DAY Search Engine Marketing Proposal Fashion Sector
  2. 2. Content 1 China Internet Situation 2 Fashion Sector Situation in China 3 Industry SEM Situation 4 Workflow
  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. Fashion Sector Situation
  10. 10.  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. 0.10% 100.00% 0.0 2000.0 4000.0 6000.0 8000.0 10000.0 Y2008 Y2009 Y2010 Y2011 Y2012 Y2013e Y2014e Y2015e Y2016e 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
  11. 11. 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
  12. 12. Travel
  13. 13. The number of outbound tourism increased year by year in China - 10 20 30 40 50 60 70 80 90 Y2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 number of people (million) Data Source:Special.caixin.com The 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.
  14. 14. 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.com The number of outbound tourism in China, 2013Q1
  15. 15. 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 , 2013Q1 Daily Search Trend, proportional to the traffic
  16. 16. High search volume city in China people who search “travel in Madrid” High volume city 1 Beijing 2 Shanghai 3 Hangzhou 4 Dalian 5 Suzhou 6 Dezhou 7 Hefei 8 Kunming 9 Shenyang 10 Harbin • Beijing, Shanghai get the highest search volume
  17. 17. 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 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
  18. 18. Search popular city in Spain travelling Popular city Madrid Barcelona Granada Sevilla Córdoba Tenerife Sitges Gran Canaria
  19. 19. Shopping  Overall  Luxury Products Shopping
  20. 20. Amounts of Online Spending Increases year by year in China Unit: Hundred Million Yearly Compound Growth rate Data source: Iresearch
  21. 21. 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
  22. 22. China, 1st Luxury Products Online Shopping Purchase Power Euro 51% North America 15% the Middle East 14% Hongkong 41% Region Percentage of China Luxury Products Shopping 0% 20% 40% 60% 80% 100% World Euro North America the Middle East Hongkong 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
  23. 23. 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
  24. 24. Industry SEM Situation
  25. 25. 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 - - -
  26. 26. 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
  27. 27. 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
  28. 28. 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.
  29. 29. Publicidad en Baidu Content o Display Content Baidu Contextual Targeting Site Targeting Search Targeting Retargeting
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. I.多tab展现样式:系列产品全方位展示 Brand-Zone
  34. 34. IV.标准微博样式:SNS助力搜索引擎,一键转发、加关注 Brand-Zone
  35. 35. VI.左侧视频样式:富媒体焦点位置展现,传播品牌形象 Brand-Zone
  36. 36. Baidu ads formats Some clues… Extensions Micro-Brand Click to call
  37. 37. Workflow
  38. 38. 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 IMPS CLICKS LEADS CPL COSTS IMPS CLICKS SALES CPA COSTS
  39. 39. 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/CPL Conv. 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 €
  40. 40. 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 25 23 26 31 32 32 25 26 32 41 23 22 10 22 32 32 35 35 € - € 50.00 € 100.00 € 150.00 € 200.00 € 250.00 - 5 10 15 20 25 30 35 40 45 1/1 1/2 1/3 1/4 1/5 1/6 1/7 1/8 1/9 1/10 1/11 1/12 1/13 1/14 1/15 1/16 1/17 1/18 Conversions & CPA Evolution Conversions CPA/CPL 5.61% 92.71% 0.06% 1.63% Conversions by campaign Branding Travel Long Tail User Targeting
  41. 41. ¿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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