El consumo de vino en China ha conocido un importante incremento en los últimos años, hasta el punto de haberse convertido en el quinto país que más vino importa de todo el mundo, ya que un 16% del vino que se consume en China es importado. España es uno de los cuarto países cuyo vino reviste mayor popularidad para el mercado chino. Durante el primer semestre de 2013 las exportaciones llegaron a alcanzar un valor cercano a los 45 millones de euros, un 12 por ciento más respecto al semestre anterior, y las importaciones de vinos españoles aumentaron un 40% en China continental. La creciente demanda y la progresiva popularización de nuestros vinos en el Gigante Asiático obliga a tener una buena estrategia enfocada a la distribución, así como planes de marketing adaptados al mercado chino. Anunciarse en Baidu a través de una campaña de marketing en buscadores supone una gran oportunidad para el sector vitivinícola español en China, ya que es el motor de búsqueda que eligen la mayoría de los chinos para buscar información en Internet.

1. REINVENT YOURSELF, EVERY DAY
Wine Industry
Baidu

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

3. China Internet Situation

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. 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. 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. 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. 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. Wine Sector Situation in China

10. Wine sector
High potential-opportunity
China's per capita consumption of wine
•
•
China's per capita consumption of wine is increase quickly.
China has been the fifth wine importer country in the world, and it will
become the second largest country in demand in Y2016.

11. Wine sector
High potential-opportunity
•
•
16% from the Chinese wine market is imported
Wine imports amounted to 361,600 KL in Y2011, and it increased 4
times during Y2012.

12. Spanish wine in Chinese market
TOP 10 popular wine countries
China's top 10 popular wine
countries of sale
France
Australia
Italy
Spain
The United States
intelligence
Argentina
New Zealand
Portugal
South Africa
•
•
Spain is one of the fourth popular
wine countries for Chinese people.
France is the largest country in sales,
and Spain has the fastest sales
promotion.

13. Online searches for “Spanish wine”
Increasing rapidly
•
•
•
•Imported wine
•The Spanish wine
“The Spanish wine”:
searches began in 2010, the
traffic is close to “imported
wine” now.
“Imported wine”: searches
began in 2007, the traffic
now is about 11 thousand
per day.
All this traffic is active
search, so search marketing
is very important for this
sector.

14. Online searches for “Spanish wine”
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 Wine. High search volume of people searching “Spanish wine”

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

16. Some conclusions
•
•
•
•
China has been the fifth wine importer country in the world, and it will
become the second largest country in demand in Y2016.
Spanish wine is popular, and has a faster growing demand in China.
Spanish wine has a high volume of searches in China, especially in
Beijing, Shanghai, Xiamen.
Most of the people that search “Spanish wine” is medium & high income
level.
…The important point is to increase exposure, get visitors and sale…

17. Industry SEM Situation

18. 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

19. 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

20. 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

21. 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.
•
•
•

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

23. 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

24. 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

25. 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

26. Brand-Zone
I.多tab展现样式:系列产品全方位展示

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

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

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

30. Workflow

31. 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

32. 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 €

33. 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
KPIs, some examples are :
of
most
relevant
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
•

34. ¿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