Download Effective Digital Marketing Strategies in the Chinese Market

In Partnership With
Effective Digital Marketing Strategies in the
Chinese Market
Cyril Drouin, 6th of July 2015
A project funded by the European Union
Get Ready for China!
The EU SME Centre is an EU Commission funded project which helps EU SMEs prepare to do business in China by
providing them with a range of information, advice, training and support services.
The Centre is implemented by a consortium of six partners and was established in October 2010. It successfully
completed its first phase in July 2014 and has now entered its second phase which will run until July 2018.
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Agenda
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•
•
•
•
•
•
Market Insights
Digital Landscape
Let’s have a look at Baidu
Cost of Baidu Advestising
Social Media : Weibo & Wechat
Take Aways
Q&A
Shout your questions anytime.. 
Cyril Drouin – BysoftChina CEO & Founder – E-Commerce Senior
Consultant
In China since 1998 – Shanghai / Hong Kong / Guangzhou /
With over 15 years of experience in the field of e-commerce and the Internet in China and Europe,
Cyril worked with nearly 100 clients, including brands, retailers, manufacturers, small businesses and
startups.
He helps brands throughough the entire lifecycle of an e-commerce project, from consulting to
implementation, digital marketing and monitoring performance.
Based on his knowledge of the Chinese market, digital marketing and technical expertise, Cyril has
built an expertise in digital strategy and eCommerce in China as well as in the management of
market places and localization in China of leading e-commerce technologies.
He is a regular well-respected speaker & trainer at various digital and eCommerce conferences. He
host high level training sessions about "eCommerce in China" few times a year in China and around
the world.
Cyril holds a Master degree IT & Mathematics, speaks fluent French and English and has a good
practice of Chinese.
Chapter 1
Market Insights
CHINA MARKET SIZE
More than 1/5th World Internet
users are Chinese
649 000 000 Internet users in China
47.9 % Penetration rate
1 270 000 000 Mobile Users - Still growing
92.2 % penetration rate
557 000 000 Mobile Internet Users
86 % penetration rate
Over 80% of
Internet users
are below 44
years old
in China
Chapter 2
Digital Landscape
No Google
No eBay
No Facebook/Twitter
No PayPal
A market dominated by
local players
Tmall
Taobao
Baidu / 360
Alipay
Wechat / Weibo
Youku / Tudou
…
Amazon
eBay
Google
Paypal
Facebook / Twiter
Youtube
…
Chapter 3
Let’s take a look at Baidu
Baidu
NOT
Google
BAIDU
Baidu goes beyond search by far !
News
Tieba – BBS/Forum
Zhidao – Questions / Answers
Music
Image
Video
Baike / Wikipedia
Wenku / SlideShare ++
Weigou / Marketplace
And much more…
• Baidu PPC
positions
• Word-of-mouth
(WOM) contents,
mainly Baidu
channels
• Baidu paid
search
• Natural search
result by search
volume
• WOM content
• Baidu paid
search
Baidu results are
not natural at all !
PRIORITY TO CHINESE WEBSITES
Baidu discriminates against foreign websites that is hosted in
foreign countries. This means that most results come from
Chinese sources.
Moreover, it censors sensitive results for the Chinese
government.
Taobao/Tmall
almost NOT in the search results
Advertising on other brand's name is possible !
Very few indexed pages
-
Very long time for indexation
Users browse beyond the first page on Baidu
BAIDU
Advertising on Baidu properties
Baidu promotion tools
01
Key words-based
products
02
Targeting
Products
03
Community
Marketing
Products
04
Intermediate
page
Products
PC
Mobile
Baidu P4P
Baidu Brand Zone
Brand starting-line
Mobile P4P
Mobile Brand Zones
Network marketing
Mobile network
marketing
Baidu Knows marketing
Baidu Education
Baidu Finance
Baidu Game
Baidu P4P
Baidu Brand zone
Brand starting line
Key words-based products
With top SEM technique, our products provide
users with relevant ads in different ways based
on the search words
Baidu
P4P is
similar to
Google
Adwords
What is P4P？
P4P promotion with the pay-for-performance mode
brings Baidu client large amount of the potential
customers and high brand awareness by less cost
P4P adapt to PC/ Mobile
Why P4P？
How to grab potential clients through P4P?
Purchase & Biz growth
Users searching
Communicate with enterprise
through different channels
promo info appears
6
Click promo info, access to
company website
User comments and EWOM spread
How much does a click cost on Baidu CPC ?
Bidding process
Bid will range from 2 to 10 RMB in average
Multiples target options (geography, demography,
Retargeting, etc..)
Baidu
Brand
Zone does
NOT exists
with
Google
What is Baidu Brand zone？
Brand zone is an innovative product like
company micro weibo in Baidu platform ; It
combines online & offline channels so as to
enhance branding and to facilitate brand info
updating.
on pc / mobile
Targeting users/buyers with a brand attention
Online
Targeted search
& Get info
Brand zone
Make a choice by consulting brand info (coupon, event, introduction etc. )
Top of the
screen,
2/3
position
分辨率1024*768
Title & intro
User defined
column
• New activities, news and
offers, offline
activity ,offline can
converge online.
• New products Intro
User defined
column
• E-shop, official weibo,
promote sales conversion
• Product’s classification
• Other important information
Mobile Brand Zone Display
Logo & Title
Brand
description
Zone of MBZ
User-defined item
Other search results
Product
images
How to buy the Brand zone ?
Up to 200 keywords
From 60 000 RMB + / month
Content update 1 time / month
Baidu
Network
marketing
equivalent to
Google
Display
networks
What is Network Marketing?
NM covers 95% of Chinese netizens, it
identifies real demands of audiences. Till
now, we have about 600 thousands
collaborative web sites.
Network Marketing acts on both
of the PC & wireless side
Four Targeting ways
Keyword
Interest
Search records in the last
3 months?
browse
Day1: spa/music/travel
Day2：travel/training/cosmetic
…
DayN：spa/fashion/news
search
Territory
Searching
what?
Looking
for what?
Visit
Visit which site?
Opened EDM?
JING’AN
district
Shanghai
More inventory & advertising
vehicles from Baidu…
Baidu Education
Zhixin（Intermediate page) Product
“Zhixin search” is a new generation of baidu search engine
technology. Business “ Zhixin search” lays emphasis on “Getting
information as soon as you search ” , “Zhixin Product” can classify
the vertical industry intelligently when people search the key words
and deliver the combination of the content, products and service in
the industry to users, including both commercial and non-commercial
content. Now the technology covers e-commerce, game, tourist,
finance, and education industries.
More
inventory
&
advertising
Baidu Finance
vehicles from Baidu…
Baidu Games
Chapter 4
Content Marketing
Digital Marketing Approach
« Content marketing / Search Engine
Optimization – SEO / Baidu Branding : The long
way to go BUT the ONLY SUSTAINABLE WAY
TO STAY »
Content marketing is any marketing format that
involves the creation and sharing of media and
publishing content in order to acquire customers.
Search Engine Optimization (SEO) is the
process of affecting the visibility of a
website in a search engine’s “natural” or
“organic” (not paid for) search results.
Reputation Optimization Platform
Baidu
BBS
Baidu Knows
Sohu
Baidu Baike
Sina
Baidu Library
ifeng
Baidu Experience
netease
Baidu Post Bar
tianya
Video
Platform
Blogs
Others
Youku&tudou
Sohu Blog
Douban
ku6
Sina Blog
Kaixin
Sohu Podcast
Tianya Blog
Doudin Library
Sina Podcast
Netease Blog
…
We recommend a global traffic approach
SEO is just One leverage
Search Engine: Keyword search (SEO & PPC), Baidu Branding
B2B Platforms: including full-category platforms, vertically integrated platforms, single category
platforms, portal websites
B2C Platforms: including marketplaces and B2C websites
Word of Mouth & Content marketing are really efficient in China
Baidu websites (Q&A, Tieba, Baike, etc..)
Official news portal
BBS & Forum
Video websites (after keyword optimization)
Social Networks: communicate corporate image and improve customer interaction
Commentary websites
Recruitment websites
Chapter 5
“In China,
Social Networks are incredibely
powerful
– Much more than anywhere in the
world ! ”
3 big players in the Chinese social world
WeChat
Weibo(s)
QQZone
PengYou
RenRen
Two-thirds
Brands
of China Social Media Users
Follow
vs 53 % in the US
Penetration rate of 99 %
media & micro blogging on netcitizens
of social
WeChat is a clever mix !
WeChat Leverages
Reputation
Loyalty
• Content
Marketing
• Customer
Service
• CRM
• Mobile
Commerce
Activation
Awareness
• QR Code
• Mobile
Coupon
• Payment
• Mobile Mini
Site
• eDM / push
Subscribed Accounts (Official Accounts)
All messages are sent directly to the “official
accounts” window and not directly to the user
chat window (separated list)
Send message once everyday
Service Accounts
All messages are sent directly to the personal
chat window of users (on your chat list)
Can communicate with fans directly
Send message once a month
Service Account MiniSite
Subscription Account
A powerful tool for product updates and special offers
Chapter 6
Take Aways
If your do eCommerce. It is almost all about marketplace in
China
So BUY traffic and do Search Optimization and Digital
marketing on marketplaces & etailers
So go far far beyond SEO
Content marketing / Social /
Advertising / Mobile
Q&A
Get Ready for China
www.eusmecentre.org.cn