Con alrededor de 1.400 millones de habitantes y una clase media urbana que se estima será el 40% de su población total en 2020, China se perfila como un mercado de potencial extraordinario para el sector de la moda, pero no sólo de las propias creaciones nacionales: En 2012, las importaciones de prendas de vestir crecieron un 21% respecto a 2011, mientras que las exportaciones de moda española a China crecieron un 43% en 2011 y un 34% en 2012. Pero el éxito de todo negocio pasa por llevar a cabo una estrategia publicitaria óptima, adecuada tanto al público objetivo como a los soportes existentes en cada país. Es en este punto donde Kanlli es un gran aliado, al ser la agencia que comercializa en exclusiva en España los espacios publicitarios de Baidu en España, quien está ayudando a muchas compañías del sector textil en la expansión de su marca.

1. REINVENT YOURSELF, EVERY DAY
Search Engine Marketing Proposal
Fashion Sector

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

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. Fashion Sector Situation

10.  In 2012, the online business scale for fashion industry is about EUR 40
billion , and the annual growth rate is 55.6%, which is much higher than
other industries.
 Fashion industry online shopping occupied 26.9% of whole online shopping
market, which remained No.1 for online shopping.
0.10%
100.00%
0.0
2000.0
4000.0
6000.0
8000.0
10000.0
Y2008 Y2009 Y2010 Y2011 Y2012 Y2013e Y2014e Y2015e Y2016e
Online fashion s hopping scale (hundred million) Growth rate (%)
Percentage of online fashion shopping(%)
Data sources: CNNIC
Online Sales of Apparel Estimated to
reach CNY300 Billion in 2012

11. Brand Daily Search Volume Brand Daily Search Volume
Top Fashion Brands
Top 10 Mundial & Top 5 Spain
Data Source: Baidu index , 2013Q2
LOUIS VUITTON 20,990
Uniqlo 13,199
Calvin Klein 12,399
Nike 11,023
ZARA 10,455
Burberry 9,631
Prada 9,365
H&M 9,204
Armani 6,699
ZARA 10,455
Mango 1,358
LOEWE 746
Bershka 417
Pull&Bear 191

12. Travel

13. The number of outbound tourism
increased year by year in China
-
10
20
30
40
50
60
70
80
90
Y2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
number of people (million)
Data Source:Special.caixin.com
The number of outbound tourism in China, 2013Q1
• China's outbound tourism has increased year by year, has developed into the
world's largest market.
• The number of outbound tourism was around 77 million in year 2012.

14. Europe got the 16.7% share of the
China travelling market
• Europe got the 16.7%
share of the China
travelling market.
• Europe travelling is the
second biggest market of
Chinese overseas travelling
market.
• In 2011 there were 110
thousand Chinese tourists
travel to Spain.
• In 2012 it increased to 150
thousand.
16.70%
67.80%
8.80%
4.10% 2.60%
Market share
Europe Asia America Oceania Africa
Data Source: www.cntour2.com
The number of outbound tourism in China, 2013Q1

15. Overseas travelling in China
• “Travel in Europe”:
 High search volume growth
occurred before the Spring
Festival .
 The highest search volume
in spring.
 The lowest search volume
in summer.
• “Overseas travel”:
 High search volume growth
occurred before the Spring
Festival.
•Overseas travel
•Travel in Europe
Data Source: Baidu index , 2013Q1
Daily Search Trend, proportional to the traffic

16. High search volume city in China
people who search “travel in Madrid”
High volume city
1 Beijing
2 Shanghai
3 Hangzhou
4 Dalian
5 Suzhou
6 Dezhou
7 Hefei
8 Kunming
9 Shenyang
10 Harbin
• Beijing, Shanghai get the highest search volume

17. Traffic “Travel in Madrid”
•Travel in Madrid
•Travel in Spain
Data Source: Baidu index , 2013Q1
Daily Search Trend, proportional to the traffic
• “Travel in Spain”:
numerous searches
began in 2008, the
traffic is more than
50% higher than
“travel in Madrid”;
• “Travel in Madrid”:
numerous searches
began in 2012, the
traffic is about 12
thousand per day;
• All this traffic is active
search, so the search
marketing is important

18. Search popular city in Spain
travelling
Popular city
Madrid
Barcelona
Granada
Sevilla
Córdoba
Tenerife
Sitges
Gran Canaria

19. Shopping
 Overall
 Luxury Products Shopping

20. Amounts of Online Spending
Increases year by year in China
Unit: Hundred Million
Yearly Compound Growth rate
Data source: Iresearch

21. The number of Luxury Products Online Shopping
increased year by year in China
Online shopping scale(hundred million) Business growth(%)
Percentage of Online Shopping Business(%)
Market scale (ten
thousand)
Growth (%) Percentage of
Internet action (%)
2010-2015 China Industry Products Online Shopping Scale
2010-2015 China Online Shopping Scale
Date Source: IResearch Date Source: IResearch
• There are two surveys from Irsearch toward the scale of China Luxury Products Online
Shopping, In these years, the scale of it is increasing for all

22. China, 1st Luxury Products Online Shopping
Purchase Power
Euro
51%
North America
15%
the Middle East
14%
Hongkong
41%
Region Percentage of China Luxury Products Shopping
0% 20% 40% 60% 80% 100%
World
Euro
North America
the Middle East
Hongkong
Chinese Purchase Power Share
• Euro is now being the biggest market for China
luxury Products Online Shopping;
• Beyond 80% amounts of Luxury Products Online Shopping
from China in Hong Kong market;
• Beyond 20%......in the Middle East market;
• Beyond 25%......in North America market;
• Beyond 60%......in Euro market;
• Beyond Half ….all over the world

23. Most of the Chinese tourists travel to
Spain for holiday
• 75.5% of Chinese tourists travel to
Spain for holiday travelling, and
15.9% for shopping;
73.10%
15.90%
3.40%
3.30%
4.30%
vacation shopping
visit family and friends business trip
other
44.50%
55.50%
self-help travelling tourist groups
• 44.5% of Chinese tourists chose self-
help travelling

24. Industry SEM Situation

25. 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 - - -

26. 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

27. 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

28. 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.

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

30. 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

31. 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

32. 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

33. I.多tab展现样式:系列产品全方位展示
Brand-Zone

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

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

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

37. Workflow

38. Methodology
Brand &
Market
Analysis
PRODUCT AND
PRICE
COMPETITORS
USABILITY AND
CONSUMER
EXPERIENCE
ACQUISITION
Campaign
definition
Market analysis
and objectives
Campaign
structure related
to website
KW search and
organization in
topics (ad groups)
Creativities and
destination URL
Optimization:
bids, matches,
ads, KW…
Contact
C2C
FORMS
TLF.
CHAT
DIRECT SALE
(E-COMMERCE)
Metrics
definition
Optimization
Landing pages
SEA Campaign
IMPS
CLICKS
LEADS
CPL
COSTS
IMPS
CLICKS
SALES
CPA
COSTS

39. 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 Impressions Clicks CTR CPC Position Conversions
%
Conv.
CPA/CPL
Conv.
Value
Spending
Total 1.796.683 401.423 22,34% 0,06 € 2,0 118.998 29,64% 0,22 € 16,05 €
25.810,7
1 €
Branding 668.603 58.823 8,80% 0,17 € 1,95 6.673 11,34% 1,49 € 16,42 € 9.942,35 €
Travel 1.020.502 319.800 31,34% 0,04 € 1,17 110.321 34,50% 0,13 € 16,11 €
14.073,57
€
Long Tail 33.795 3.184 9,42% 0,16 € 1,55 68 2,14% 7,36 € 18,97 € 500,15 €
User
Targeting 73.783 19.616 26,59% 0,07 € 1,05 1.936 9,87% 0,67 € 15,90 € 1.294,64 €

40. Reports (monthly)
• These reports include an exhaustive analysis
about account activity, with a very visual format
and highlighting the market trends.
• In this report Kanlli will analyze main data and
opportunities. Is an ad-hoc report highlighting
main objectives of the client.
• Will include performance of most relevant
KPIs, some examples are :
• Basic metrics:
• Impressions
• Clicks
• CTR
• CPC
• Conversions
• %conversion
• CPA
• Investment
• Conversion by campaign
• Traffic by campaign
• Coverage vs traffic
25
23
26
31 32 32
25 26
32
41
23 22
10
22
32 32
35 35
€ -
€ 50.00
€ 100.00
€ 150.00
€ 200.00
€ 250.00
-
5
10
15
20
25
30
35
40
45
1/1
1/2
1/3
1/4
1/5
1/6
1/7
1/8
1/9
1/10
1/11
1/12
1/13
1/14
1/15
1/16
1/17
1/18
Conversions & CPA Evolution
Conversions CPA/CPL
5.61%
92.71%
0.06% 1.63%
Conversions by campaign
Branding Travel Long Tail User Targeting

41. ¿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