The document discusses the rapid growth of internet users in China, predicting over 700 million by 2013 with a penetration rate of 52.1% by 2016. It highlights the increasing number of Chinese students studying abroad, reaching 395,000 in 2012, with projections of 450,000 in 2013. The document also analyzes Baidu's market dominance in search engines and the advertising strategies employed by the platform.

1. REINVENT YOURSELF, EVERY DAY
Education Situation in China

2. Content
1 China Internet Situation
2 Education Situation in China
3 Industry SEM Situation

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. Studying abroad Situation in China

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. • 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. 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. • 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. 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. 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. Industry SEM Situation

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

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. 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. 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. I.多tab展现样式:系列产品全方位展示
Brand-Zone

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

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