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Education Situation in China
Content
1 China Internet Situation
2 Education Situation in China
3 Industry SEM Situation
China Internet Situation
China Internet SituationChina Internet Users
2007 2008 2009 2010 2011e 2012e 2013e 2014e-100
100
300
500
700
900
1100
1300
1500
0
10
20
30
40
50
60
70
182303
351
467549
632
716
797
13.8
22.8
26.3
34.8
40.7
46.7
52.6
58.2
Internet users scope(million)
Internet users pe-netration ( % )
Predict over 700 million in 2013 covering half of Chinese population
CHINAhas theinternet usersin the world
310 million
498 million
Total Population
No.1
Data sources: IMF
China’s Internet Population Surges to 564 million
China Total Online Population
2005 2006 2007 2008 2009 2010 2011 2012 -
100
200
300
400
500
600
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Internet Users Linear (Internet Users)Growth Rate
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%
2006
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
China Mobile Online Users Reach 420 million
2007 2008 2009 2010 2011 2012 -
50
100
150
200
250
300
350
400
450
0%
10%
20%
30%
40%
50%
60%
70%
80%
24.0%
39.5%
60.8%66.2% 69.3%
74.5%
Mobile Online Users % of Online Population
2007 2008 2009 2010 2011 2012 -
50
100
150
200
250
300
350
400
450
0%
10%
20%
30%
40%
50%
60%
70%
80%
24.0%
39.5%
60.8%66.2% 69.3%
74.5%
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
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
Social network
Online book
Data sources: iResearch, 2011. 6
SEARCHis the
No.application1
China Internet Situation Baidu Owns Mostly Market Share
Data Source: EnfoDesk © Analysys InternationalSearch engine market share in China, 2013
Baidu dominates search in Chinatakes 63% market share in terms of number of search queries
BAIDUis thesearch engine in China
No.
Baidu63%
so36015%
Sogou13%
Google6%
Others3%
1
Studying abroad Situation in China
Number of people studying abroad increases year by year in China
• China's study abroad students has increased year by year, has developed into the world's largest market.
• The number of overseas studying is now in 395 thousand (2012).
• The number expected for 2013 reaches to 450 thousand.
The number of study abroad students in China, 2013Q1Data Source: http://www.eol.cn/html/lx/report2012/report1
• 93% of the students who study abroad are common people.
• Increased to 314.8 thousand in Y2011.
• Represents the important audience of language university.
Most of the students that study abroad are common people
314.8 thou-sand
Number of students (thousand)
Countries payCompanies payCommoner
The number of study abroad students in China, 2013Q1Data Source: http://www.eol.cn/html/lx/report2012/report1
How long, usually, students stay?
62%21%
11%
6%
Time
1~3 months3~6 months6~12 monthsmore than 1 year
• Most of the students have a short semester.
• Only 6% students will stay in more than 1 year.
The number of study abroad students in China, 2013Q1Data Source: http://www.eol.cn/html/lx/report2012/report1
• Most of the people who plan to study abroad are high school students and undergraduates.
Type of degree of planning to study abroad in China
51%
38%
5%6%
Degree
undergraduate
high school students
graduate
others
The number of study abroad students in China, 2013Q1Data Source: http://www.eol.cn/html/lx/report2012/report1
9% of overseas students choose Europe
Data Source: www.51usavisa.comThe number of study abroad students in China, 2013Q1
34%
23%
16%
6%
3%
9%
5%
4%
AmericanEnglandAustraliaCanadaNew Zealand
EuropeAsianOther
• The number of overseas studying has arrive 395 thousand in year 2012.
• 9% of the overseas students chose Europe.
Data Source: www.eol.cnThe number of study abroad students in China, 2013Q1http://www.eol.cn/html/lx/report2012/report1
• Exists a high potential market in China per Spanish Universities!!
The number of Chinese students in Spain increased 11 times
Industry SEM Situation
Baidu vs Other Searchers
Baidu 360 Sogou Google
AlgorithmAds 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
MobileTextual/
Image AdsYes Yes
Display Network
Contextual Target
Yes - Yes Yes
Site Target Yes - Yes Yes
Re-Marketing Yes - - Yes
Searched KW Target
Yes - - -
Baidu SEA StrategyAdvertising 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
Baidu SearchSearch Result Analysis- Brand example
The 1st rank of SERP be not official site
The official site link performances at the 2nd rank
Baidu Search AdsCreative 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.
Publicidad en Baidu Content o Display
Content Baidu
Contextual Targeting
Site Targeting
SearchTargeting
Retargeting
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
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
Baidu Brand ZoneBasic 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
I.多 tab展现样式 :系列产品全方位展示
Brand-Zone
IV.标准微博样式 :SNS助力搜索引擎,一键转发、加关注
Brand-Zone
VI.左侧视频样式 :富媒体焦点位置展现,传播品牌形象
Brand-Zone
Baidu ads formatsSome clues…
Extensions
Micro-Brand
Click to call
¿Quieres recibir más información? Puedes contactar con nosotros.
Pablo López CarralDirector Comercial
[email protected] 228 798
Kanlli:C/ Príncipe de Vergara, 109. 9º
28002 Madrid.917259220
[email protected]://baidu.kanlli.com