En 2012, las exportaciones de alimentos y bebidas españolas a China supusieron unos ingresos de 447 millones de euros, un 17% más que en 2011 y alrededor de un 280% respecto a 2009. El sector alimentario español tiene grandes oportunidades en China. Ha llegado el momento de posicionar con fuerza sus productos anunciándose a través de Baidu, el buscador líder en este país.

1. REINVENT YOURSELF, EVERY DAY
Spanish Food

2. Content
1 China Internet Situation
2 Food Sector Situation in China
3 Industry SEM Situation
4 Workflow

3. China Internet Situation

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. 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. 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. 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. 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. Spanish Food Market in China

10. Search Queries for “Spanish Food”
increasing stably
• Although with low search queries on Baidu every day, the search queries for
keyword “ Spanish food” is increasing since 2011.
• What we can find from the figure is the big potential for Spanish food in
China online market

11. Spanish Olive is popular in China
• In terms of all Spanish food, the Spanish olive occupy the mostly search
queries on Baidu, and also with a stable increasing tendency

12. Online searches for “Spanish ham”
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 ham.
• High search volume of people searching “Spanish ham”

13. Online searches for “Spanish ham”
“Spanish ham” and “Imported ham”
0%
10%
20%
30%
40%
50%
60%
70%
lower low medium high higher
Income level of people who
search “Spanish ham”
0%
10%
20%
30%
40%
50%
60%
lower low medium high higher
Income level of people who
search “Imported ham”
• Most of the people that search
“Spanish ham” is medium &
high income level.
• People that search “imported
ham” cover all income levels.

14. Industry SEM Situation

15. 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 - - -

16. 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

17. 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

18. 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.

19. Publicidad en Baidu
Content o Display
Content
Baidu
Contextual
Targeting
Site
Targeting
Search
Targeting
Retargeting

20. 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

21. 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

22. 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

23. I.多tab展现样式:系列产品全方位展示
Brand-Zone

24. IV.标准微博样式:SNS助力搜索引擎，一键转发、加关注
Brand-Zone

25. VI.左侧视频样式:富媒体焦点位置展现，传播品牌形象
Brand-Zone

26. Baidu ads formats
Some clues…
Extensions
Micro-Brand
Click to call

27. ¿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