[WUC 2015] Allen Qu, Founder & CEO, Netconcepts China | East and West Online Marketing Difference

East & West Online Marketing DifferencesAllen Qu, Founder & CEO at Netconcepts China

29 May, 2015

©Allen Qu, Netconcepts 2015

About Me - Allen Qu

Founder & CEO at Netconcepts China

Distinguished Professor of Online Marketing Master Degree at Beijing University of Aeronautics and Astronautics and Beijing Open University

Special Adviser at Baidu College

Chairman at Global Cross-border E-Commerce Association

Leads the Netconcepts China team to provide analysis, consultation and implementation of China online marketing strategies and services for leading companies in Greater China, US, UK, Australia, New Zealand and Japan markets

Founded SEO University and SEO Ranking Awards

Frequent speaker at the conferences in China, Hong Kong, Taiwan, Japan, US, UK, Australia and New Zealand etc.

Graduated from the University of Auckland

About Netconcepts® China

China’s Leading Search and Online Marketing Service Provider

Founded in 2008 in Beijing

150+ Staff across Beijing, Shanghai, Shenzhen, Chengdu and Jinan offices

SEO/PPC/SMO Services and Integrated Marketing Strategies

World’s Leading Chinese SEO & Content Marketing Platform – Web Insights

Founded China SEO Ranking Awards and SEO University

Ranked as No.1 SEO Company in China by TopSEOs

Awarded as the Top 10 Chinese E-commerce Service Providers

Strategic Media Partner of Baidu, Haosou, Sogou, Shenma, Tencent, Yandex and Xiaomi

Provided SEO Trainings for Baidu & Google China’s service teams

The official SEO partner of Baidu

Netconcepts® Clients

East vs. West

Market SizeCommunication

& SocialInformation &

Search

Website Design & Usability

E-Commerce & Payment

Mobile Environment

• Population: 1,356M

• GDP: 11,212B (No.2)

• Population: 127M

• GDP: 4,210B (No.3)

• Population: 49M

• GDP: 1,435B (No.11)

• Population: 319M

• GDP: 18,125B (No.1)

Germany

• Population: 81M

• GDP: 3,413B (No.4)

• Population: 64M

• GDP: 2,853B (No.5)

Internet Population

China Search Engine Users 522 Million

China Mobile Internet Users 557 Millions

China Internet Users 649 Million (Penetration 47.9%)

China Online Shoppers 361 Million

China IM Users 588 Million

Germany Internet Users 72 Millions (Penetration 88.6%)

France Internet Users 55 Millions (Penetration 83.3%)

UK Internet Users 57 Millions (Penetration 89.8%)

Japan Internet Users 110 Million (Penetration 86.2%)

> U.S. Population

Internet Population Cont.

E-Commerce Market Size

Market Cap.US$233B(Amazon US$199B)

Tmall (11.11.2014)• RMB$57.1B

(US$9.2B)• Mobile Sale: 43%• Almost 280

Million Orders• Peck Hour: 2.85

million transactions per minute

Website Traffic Size

12306.cn

Peak Time: 29.7 Billion visits per day

China Online Marketing Opportunities

Global Internet Population: About 3 BillionChina Internet Population: About 649 Million (Around 22%)

Global Websites: About 500 MillionChina Websites: 3.4 Million (About 0.7%)

Less 50% of Chinese Companies Own a Website

Only 21% of Chinese Companies Use Online Marketing

Communication & Social Differences

QQ in China – 588 Million Users

WeChat in China – Over 500 Million Users

WeChat Marketing - Communication

WeChat Marketing – Social Sharing

WeChat Marketing – Social Interaction

WeChat Marketing – LBS

WeChat Marketing – Wallet & M-Commerce

WeChat Marketing – Games & Tickets

WeChat Marketing – Subscription Account

1 Message per Day

Customized Menu

WeChat Marketing – Service Account

4 Messages per Month

Customized Menu

Customized Functions

WeChat Payment

WeChat Marketing – Corporate Account

Corporate APP

Staff Management

Lite ERP/CRM

Line & KataoTalk

Weibo in China – 249 Million Users

Email Usage

Worldwide: 2.5 Billion Email Users (about 83% penetration)

China: 252 Million Email Users (about 42% penetration, decreasing by 3%)

Search Engines

Baidu, Inc.

• China’s Largest Search Engine

• World Largest Chinese Search Engine

• Founded in 2000

• Headquarters in Beijing

• Nasdaq：BIDU

• Market Cap: US$71B

www.Baidu.com

China Search Engine Market: 522 Million Users

55%29%

China Search Engine Market Share 2015

Baidu 360 Sogou Others

China Mobile Search Market – 429 Million UsersSM.cn

SEM (Paid Search)

SEO (Organic Search)

Related Search

Search Demand & Searcher Profile in China

“Germany Travel”

• About 29,000

searches per

• 38% from mobile

• 60% Male

• 49% are 30-39

years old, 28%

are 20-29

“UK Travel”

• About 36,000

searches per month

• 51% from mobile

• 52% Male

• 38% are 30-39 years

old, 36% are 20-29

“France Travel”

• About 39,000

searches per month

• 61% from mobile

• 59% Male

• 42% are 30-39 years

old, 33% are 20-29

“US Travel”

• About 55,000

searches per month

• 46% from mobile

• 68% Male

• 47% are 30-39 years

old, 26% are 20-29

Search Engines @ Consumer Insights (1970s)

Paid Search – Keyword Ads & Brand Zone

Keyword

SEO: Baidu vs. Google

Fundamental Algorithms are Similar

Baidu Prefers Chinese Websites Only

Baidu Prefers Official Chinese Websites

• With ICP Licenses and Local Hosting

Baidu Prefers Local Resources

• Link Resources & Social Resources

• PageRank vs. “Baidu Rank”

Baidu Site Reviews

Languages & Content

Baidu Keyword ToolIndex.Baidu.com

Baidu Webmaster ToolsZhanzhang.Baidu.com

Yahoo! Japan

Website Differences - West

68 External Links

71 Internal Links

Website Differences – East (China)

153 External Links

1,762 Internal Links

Regulations in China

Web Hosting in the West

Web Hosting in China

User Behavior in China

Refresh the Page

Open A New Page

Mobile Site Differences

Multi-Channel Search Behavior in China

95% General Search

75% Video Search

57% Knowledge Search

57% Social Search

47% App Search

Online Video in the West

Online Video in China – 433 Million Users

Knowledge Search - Baidu Wiki & Answers

BBS & Blogs in China – 129 Million Users

Social Search - WeChat Search

Map Search in the West

Map Search in China – Baidu Map & AMap.com

E-Commerce in China – 361 Million Users

www.adidas.cn

E-Commerce in China – 361 Million Users

adidas.tmall.com

Online Payment in China – 304 Million Users

AliPay.com

Smartphone & Mobile Internet Market in China 557 Million Mobile Internet Users

iPhone in China

Android in the West

Android in China (5-10 Major Android Markets)

Android in China

Xiaomi 2014:- Sold 61 Million Smartphones

(+227%)- Revenue: RMB$74.3B (US$12B)

Mi PhoneMi Note

EUR$349

RedMi 2A

EUR$90

MIUI – 100 Million Users

Xiaomi Eco-SystemXiaomi App Store:

App Promotions

Xiaomi Browser:

Browser Ads

Xiaomi Eco-SystemXiaomi Video:

Video Ads

Xiaomi News:

News Feed Ads

Xiaomi Eco-SystemXiaomi Yellow Pages:

Listing Ads

Xiaomi Life:

Listing Ads

Xiaomi Theme Store

Top Sites that are NOT Accessible in China

German Cars in China

E-mail: allen@netconcepts.cn Website: www.netconcepts.cnSkype: allen_quWeChat: allenqu

Beijing HeadquartersAddress: 北京市朝阳区三丰北里1号楼悠唐国际写字楼A座1301-1306 (邮编: 100020)

Shanghai OfficeAddress: 上海市徐汇区宜山路425号光启城2006 (邮编: 201103)

Shenzhen OfficeAddress: 深圳市南山区深南大道世纪假日广场瑞思中心A座1801-1802 (邮编：518053)

Founder & CEO at Netconcepts China

[WUC 2015] Allen Qu, Founder & CEO, Netconcepts China | East and West Online Marketing Difference

Marketing

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