[wuc 2015] allen qu, founder & ceo, netconcepts china | east and west online marketing...
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© Netconcepts www.netconcepts.com
East & West Online Marketing DifferencesAllen Qu, Founder & CEO at Netconcepts China
29 May, 2015
© Netconcepts www.netconcepts.com
©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
© Netconcepts www.netconcepts.com
©Allen Qu, Netconcepts 2015
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
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©Allen Qu, Netconcepts 2015
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©Allen Qu, Netconcepts 2015
Netconcepts® Clients
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East vs. West
Market SizeCommunication
& SocialInformation &
Search
Website Design & Usability
E-Commerce & Payment
Mobile Environment
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©Allen Qu, Netconcepts 2015
China
• Population: 1,356M
• GDP: 11,212B (No.2)
Japan
• Population: 127M
• GDP: 4,210B (No.3)
Korea
• Population: 49M
• GDP: 1,435B (No.11)
U.S.
• Population: 319M
• GDP: 18,125B (No.1)
Germany
• Population: 81M
• GDP: 3,413B (No.4)
U.K.
• Population: 64M
• GDP: 2,853B (No.5)
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©Allen Qu, Netconcepts 2015
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
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©Allen Qu, Netconcepts 2015
Internet Population Cont.
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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
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©Allen Qu, Netconcepts 2015
Website Traffic Size
12306.cn
Peak Time: 29.7 Billion visits per day
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©Allen Qu, Netconcepts 2015
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
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©Allen Qu, Netconcepts 2015
Communication & Social Differences
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QQ in China – 588 Million Users
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WeChat in China – Over 500 Million Users
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©Allen Qu, Netconcepts 2015
WeChat Marketing - Communication
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©Allen Qu, Netconcepts 2015
WeChat Marketing – Social Sharing
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©Allen Qu, Netconcepts 2015
WeChat Marketing – Social Interaction
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©Allen Qu, Netconcepts 2015
WeChat Marketing – LBS
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©Allen Qu, Netconcepts 2015
WeChat Marketing – Wallet & M-Commerce
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WeChat Marketing – Games & Tickets
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©Allen Qu, Netconcepts 2015
WeChat Marketing – Subscription Account
1 Message per Day
Customized Menu
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©Allen Qu, Netconcepts 2015
WeChat Marketing – Service Account
4 Messages per Month
Customized Menu
Customized Functions
WeChat Payment
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©Allen Qu, Netconcepts 2015
WeChat Marketing – Corporate Account
Corporate APP
Staff Management
Lite ERP/CRM
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©Allen Qu, Netconcepts 2015
Line & KataoTalk
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©Allen Qu, Netconcepts 2015
Weibo in China – 249 Million Users
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©Allen Qu, Netconcepts 2015
Email Usage
Worldwide: 2.5 Billion Email Users (about 83% penetration)
China: 252 Million Email Users (about 42% penetration, decreasing by 3%)
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©Allen Qu, Netconcepts 2015
Search Engines
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©Allen Qu, Netconcepts 2015
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
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©Allen Qu, Netconcepts 2015
China Search Engine Market: 522 Million Users
55%29%
14%2%
China Search Engine Market Share 2015
Baidu 360 Sogou Others
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©Allen Qu, Netconcepts 2015
China Mobile Search Market – 429 Million UsersSM.cn
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SEM (Paid Search)
SEO (Organic Search)
Related Search
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©Allen Qu, Netconcepts 2015
Search Demand & Searcher Profile in China
“Germany Travel”
• About 29,000
searches per
month
• 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
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©Allen Qu, Netconcepts 2015
Search Engines @ Consumer Insights (1970s)
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Search Engines @ Consumer Insights (1980s)
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Search Engines @ Consumer Insights (1990s)
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Paid Search – Keyword Ads & Brand Zone
Brand
Zone
Keyword
Ads
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©Allen Qu, Netconcepts 2015
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”
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©Allen Qu, Netconcepts 2015
Baidu Site Reviews
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Languages & Content
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Baidu Keyword ToolIndex.Baidu.com
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Baidu Webmaster ToolsZhanzhang.Baidu.com
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Yahoo! Japan
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NAVER
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Website Differences - West
68 External Links
71 Internal Links
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Website Differences – East (China)
153 External Links
1,762 Internal Links
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Regulations in China
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Web Hosting in the West
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Web Hosting in China
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User Behavior in China
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User Behavior in China
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User Behavior in China
Refresh the Page
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User Behavior in China
Open A New Page
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Mobile Site Differences
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Multi-Channel Search Behavior in China
95% General Search
75% Video Search
57% Knowledge Search
57% Social Search
47% App Search
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©Allen Qu, Netconcepts 2015
Online Video in the West
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Online Video in China – 433 Million Users
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©Allen Qu, Netconcepts 2015
Knowledge Search - Baidu Wiki & Answers
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©Allen Qu, Netconcepts 2015
BBS & Blogs in China – 129 Million Users
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©Allen Qu, Netconcepts 2015
Social Search - WeChat Search
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©Allen Qu, Netconcepts 2015
Map Search in the West
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©Allen Qu, Netconcepts 2015
Map Search in China – Baidu Map & AMap.com
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©Allen Qu, Netconcepts 2015
E-Commerce in China – 361 Million Users
www.adidas.cn
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©Allen Qu, Netconcepts 2015
E-Commerce in China – 361 Million Users
adidas.tmall.com
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©Allen Qu, Netconcepts 2015
Online Payment in China – 304 Million Users
AliPay.com
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Smartphone & Mobile Internet Market in China 557 Million Mobile Internet Users
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©Allen Qu, Netconcepts 2015
iPhone in China
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©Allen Qu, Netconcepts 2015
Android in the West
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©Allen Qu, Netconcepts 2015
Android in China (5-10 Major Android Markets)
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Android in China
Xiaomi 2014:- Sold 61 Million Smartphones
(+227%)- Revenue: RMB$74.3B (US$12B)
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©Allen Qu, Netconcepts 2015
Mi PhoneMi Note
EUR$349
RedMi 2A
EUR$90
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©Allen Qu, Netconcepts 2015
MIUI – 100 Million Users
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©Allen Qu, Netconcepts 2015
Xiaomi Eco-SystemXiaomi App Store:
App Promotions
Xiaomi Browser:
Browser Ads
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©Allen Qu, Netconcepts 2015
Xiaomi Eco-SystemXiaomi Video:
Video Ads
Xiaomi News:
News Feed Ads
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©Allen Qu, Netconcepts 2015
Xiaomi Eco-SystemXiaomi Yellow Pages:
Listing Ads
Xiaomi Life:
Listing Ads
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©Allen Qu, Netconcepts 2015
Xiaomi Theme Store
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©Allen Qu, Netconcepts 2015
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©Allen Qu, Netconcepts 2015
Top Sites that are NOT Accessible in China
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German Cars in China
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©Allen Qu, Netconcepts 2015
E-mail: [email protected] 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