Download - How To Sell Online To China
Objective-Oriented, KPI-Dependent
China Search Marketing Consulting
Enjoyed the speech? Learn more at:
How to sell online to China?Melbourne October 22, 2014
By: ChinaSEO
Date: October 9, 2014
Copyright @ ChinaSEO Ltd.
All rights reserved. Confidential
ChinaSEO.com
How to get from here to there?
USE THE CHINA WEB PLATFORMS
“The 5 steps”
for selling online in China..
Objective-Oriented, KPI-Dependent
China Search Marketing Consulting
6
5 Steps for Selling Online in China
BRAND ANALYSIS & FORM KPISGet quality market intelligence,form clear content, SEM/ SEO and Social Media strategies for gaining online brand and market share and success.Finance/ paperwork
CHINA FRIENDLY “FACE” AND BRAND/PRODUCT CUSTOMISATIONQuality translationsChina friendly design and SEO engineered web pages. Freight/logisticsPayment GatewaysChina Social Media platforms
CHINA MARKET PRESENCEChina Internet Account set upsCompany web pages registered on Baidu, Google HK and other Chinese SE’s Start Selling!!
ACTIVE SALES MANAGEMENTExpert SEO/SEM: ensure maximum possible rankings Expert prospect/ customer CRMFinance/ paperworkCompetitor reactions
ACTIVE MARKET STRATEGY & PR/ ONLINE CAMPAIGNMANAGEMENTOngoing tracking and reporting, SEM and SEO adjustments. Seasonal LPs and active SEM/PPC Campaign management services and reporting.Ongoing active CRMIncrease Market Share!
你好你呢
STRATEGYANALYSIS SET KPI’s
CHINA BRANDING BUILD & LAUNCH
Step 1
Step 2
Step 3
Step 4
Step 5
Objective-Oriented, KPI-Dependent
China Search Marketing Consulting
VS
CHINA E-COMMERCE TITANS
ARE ON FULL SCALE ATTACK!
Objective-Oriented, KPI-Dependent
China Search Marketing Consulting
Snapshot of Growth RateCompared with China’s E-Commerce market in 2011
2012 2013 2014 2015
2014
$350 Billion
2015
$550 Billion
China E-Commerce Share
Copyright ChinaSEO Ltd 2014
China E-Commerce Payment Share
Copyright ChinaSEO Ltd 2014
“The 5 steps”
1. ONLINE ANALYSIS
“LOOK BEFORE YOU LEAP”
Both automated and human censorship.Is physically situated in Guangzhou, all international traffic is routed through it. Lag time of 3 seconds is “average” for 1st time viewers “high bounce rates”
For E-COMMERCE: yes, it can and does affect loading speed, advise hosting in HK or mainland“Jin Jin and Cha Cha” dance across PC screens.
Local ISPs are responsible for mainland content to maintain “harmonious communications.” 50,000+ PLA are active in monitoring, as are Police and internal security divisions.
Google and Facebook and Twitter are actively blocked, this greatly reduces any impact of your (regular) current online marketing spend.
However, for search algorithms it really does not matter.
Once your domain and account is registered on a local China
SE, essentially you are indexed and ranked on their server
banks just like everyone else.
Obvious rule of “Don’t mention the 3 T’s” eg: Tibet/ Tianamen/ Taiwan / weapons/ politics/ illegally imported products
Objective-Oriented, KPI-Dependent
China Search Marketing Consulting
THE GREAT
FIREWALL
OF CHINA
15www.ChinaSEO.com Objective-Oriented, KPI-Dependent, China SEO Consulting Copyright @ ChinaSEO
Source: Baidu
• Keyword search query in 12 months on Baidu, showing Keyword traffic queries. • Growth rate of “CZ SAMPLE” increased in March and April, 2012.• Growth rate of “DZ SAMPLE” increased in March and October, 2012.
1 year: User Attention (popularity) Trends of “CZ” and “DZ”
Period: Last 12 months
Keywords: CZ, and DZ SAMPLES
Menu Online Competition ContactConclusionKPI & BenchmarkAdvanced SEOKeywords Analysis
16www.ChinaSEO.com Objective-Oriented, KPI-Dependent, China SEO Consulting Copyright @ ChinaSEO
• Keyword search query by region on Baidu, showing Keyword traffic queries.• Top 5 provinces are all coastal, they are Beijing, Guangdong, Zhejiang, Shanghai, Liaoning.• Top 5 cities: Beijing, Shanghai, Bijie, Guangzhou and Shenzhen.
User Attention (popularity) of “AZ SAMPLE” by China Province
Period: Last 12 months to Feb 2013
Keywords: AZ SAMPLE BZ SAMPLES
Area Ranking by: AZ SAMPLE
1. Beijing
2. Shanghai
3. Bijie
4. Guangzhou
5. Shenzhen
6. Fuxin
7. Hangzhou
8. Shijiazhuang
9. Tianjin
10. Chongqing
Top 5 Cities
Menu Online Competition ContactConclusionKPI & BenchmarkAdvanced SEOKeywords Analysis
Objective-Oriented, KPI-Dependent
China Search Marketing Consulting
1. Supply of fake products 66%
2. Low seller/ brand credibility 43%
3. Delivery slow or unreliable 25%
4. Customer service sucks 23%
5. Unable to use preferred payment 20%Source: iresearch
What obstacles stop them from buying online?
Other Factors to consider:
Lack of Chinese content or web pages: no Chinese = “no chance” of winning their business
Payment methods: need to accept Chinese preferred payment platforms
Server speed: sites hosted outside of China are slowed by “Great Fire Wall”
SELLER NEGATIVES
Objective-Oriented, KPI-Dependent
China Search Marketing Consulting
1. Price is better 52%
2. Convenience of shopping online 19%
3. Variety of products 16%
4. Better product Information 6%
5. Products are not available in store 6%
Source: iresearch
What are Chinese Buyers looking for?
Other Factors to consider:
Regional locations: Tier 1 cities buy different products to Tiers 2-4
Good China Social Media presence: Used as a 2nd source of information
Product information: detailed product specifications and USP’s in Chinese and on home site
Friends and word of mouth: “likes” “shares” and recommendations help qualify purchase decision
SELLER POSITIVES
19
OWN e SHOP.com.cn
(B2C DIRECT)
BRAND SITE
&
E-COMMERCE SITE
BRAND
MOBILE
E SHOP
Multiple In House (brand controlled) POS & Shopping Cart Management
Options
Strong ability for CRM and Price Control
DISTRIBUTOR
STORE/ POS
DIRECT: SALES/
LIVE CHAT/ and
SOCIAL MEDIA
ASSISTED
Mobile pay, Direct
Bank Wire, COD,
Pay Pal, courier etc.
MAIN BRAND SITE,
LANDING PAGE +
SHOPPING CART
MOBILE
E SHOP
OFFLINE
RETAILOR/
DISTRIBUTOR
OR OTHER
POS
20
3rd Party (supplied) POS : Sales orders and shopping carts are on (other) 3rd
party controlled locations: *Management still required, and less control over
Pricing and CRM
OWN BRANDED
STORE SITTING ON
PLATFORM
OWNED BY 3rd
PARTY
SET UP FEES +
COMMISSIONS
DISTRIBUTOR
STORE/ POS
OFFLINE POS
“Traditional”
Distributors, Retailors
and Offline sales
channels.
POS not-connected to
Online Payment
System.
+ other Sales
Platforms
OTHER ONLINE
SHOPS:
PRODUCTS GIVEN TO
ONLINE STORES
WHOM INLCUDE IN
CATAGORIES
Eg: YIHAODIAN, 51BUY,
Objective-Oriented, KPI-Dependent
China Search Marketing Consulting
What platform is right for my product or brand?
¥¥
Depends on the value of product/s. And your in-market brand credibility.
China’s consumers trust is required before a brand’s products can begin to sell online.
3rd party re-seller platforms such as JD, Tmall and YHD are good way foreign firms to start.
100+ 1000+ 10000+
C2C and B2c SME SME products B2C and brand products
OWN
BRAND
SHOP
¥
OWN
BRAND
SHOP
OWN
BRAND
SHOP
Objective-Oriented, KPI-Dependent
China Search Marketing Consulting
OWN
BRAND
SHOP
OTHER CHINA
E-COMM
PLATFORMS
VS.
POSITIVES NEGATIVES
• Total brand and price control
• Direct CRM
• SEO/SEM on own pages
• Maximum profit margins
• Can choose what to sell
• Long term goal for every brand
• Own business
• Need local China partner and
offline sales support
• Time to begin selling
• High IT and set up costs
• Cross border issues/ payment
gateways/ duty and taxes
• Little to no brand awareness
Own brand shop vs Other China platforms:
• IT requirements covered just
“lease, decorate and sell”
• High traffic of shoppers
• 80-90%% of purchases are on
marketplace platforms
• SEM capabilities,
• Raise brand awareness
• Connected with major payment
gateways
• Still requires offline sales
support
• High traffic of shoppers (!)
• SEM pricing set by platform/
not market
• Set up costs and paperwork
• Pricing “discounting strongly
advised”
• Limited flexibility in design and
SEO/SEM
23
China e-Commerce CRM
What platforms to consider with China CRM?
Free Live Chat
mainly via desktops
“Like MSN”
Popular as 1st
consumer/brand
interaction
User id’s are
automatically
generated almost
anonymous
Free Live Chat incl.
voice mail mobile SMS
packets (radio)
Global: 13 major
languages
Has payment abilities
(restricted at present)
Can create private
networks and CRM
activity
Regional user search
capability e.g. taxis
Top blogging
platform in China
Micro-blogs to multi-
page websites
“Like Facebook” has
“share and likes”
and “fans”
Business upgrades
and certificates,
payments required
Mobile e-commerce
“essential”
Have ability to add a
contact page to “call
back this number now/
at convenient time”
Mobile EDM/ CRM
Phone as wallet
“The 5 steps”
2. DESIGN
“LOOKING GREAT FOR YOUR 1ST
DATE”
CHINA DESIGN…..
…Online Shopping
…Job Seeking
…news reading
….banking
….planning holiday
“The 5 steps”
3. GET THROUGH THE WALL
ACCOUNTS + PAPERWORK!
What are some of the differences between Baidu and Google?
• Free to join: automated signing up
• 1 day to join
• No search Censorship
• ”Not-great” with Chinese language
• Private Company
• Ranked number 1 site globally
• Offers email, personal services
• OK for HK but blocked in China
• Human Paperwork/ signing up fee
• Can take up to 3 weeks
• Active search Censorship
• Best Chinese language designed SE
• Government controlled/ mostly Private
• Ranked number 5 website globally
• Baidu Network (controlled content)
• No.1 choice / Preferred by Chinese
CUSTOMER SHOP
¥¥¥$$$
MOBILE WALLETS WILL KILLING CCDS + THE CASH REGISTER!!!
34
RMBFlash Currency Rates
Mobile Wallet funds transfer
Anti- fraud/ Secure
“Better than a Bank”
EXPORT MARKET DEVELOPMENT GRANT
“EMDG” A MUST-HAVE FOR ALL BUSINESSES!!
• All exporters are allowed to apply.
• Up to $200,000 in rebates.
• 50% of all expenses rebated.
• “Defn;: “for benefit of export marketing and
business development.
• Liberal Nationals recently lowered
minimums to $15,000 + increased fund!!
• Basically all services are EMDG
Compatible!! Cut your China marketing and
bus. development bill by 50%!!
HELLO
NICE TO
MEET
YOU
LEADS,
FOLLOW UPS
& COLD
CALLING
WEEKEND
SEMINAR
ROAD SHOWs
WEB
SEO
TRADE
FAIRS
GOOD
WEB
PAGES
AND
SEO/ SEM
“The 5 steps”
4. START YOUR ATTACK!
SEO + SEM + ePR
Meet Phorm: the internet’s richest data set, now at your fingertips
The benefit of position
Thanks to our unique, market leading,
ISP partnerships we can help you
access the largest consumer data set
with the highest of privacy standards
Vs.
Re-targeters
Data on
Search
Engines
Data seen by
The ISPs
Powered by China Telecom
At Phorm we’re breaking new ground-
our system is the first full service data
profiler and ad server to sit wholly
within the ISP network of China
Telecom. Literally in the heart of the
internet.
39
www.
competitors
web sites….
Phorm is the next generation re-marketing platform.
PHORM
“LISTEN”
THEN
“TARGET”
40
PPC留学澳洲 “Study in Australia”
Copyright ChinaSEO Ltd 2014
Keywords Searching on Baidu:
留学澳洲 “Study in Australia”
2/3rds are PPC: pay per click slots
Organic ranking: which is achieved by SEO.
41
Ausin Group: www.houseau.com
Sydney based, Chinese Australian
co-partnership real estate
investment company.
Ironfish Property: www.ironfishchina.com
Chinese company, doing Australian real
estate investment business.
AUSPACIFIC Property Investment:
www.aus-pac.com
Chinese company, doing
Australian real estate investment
business.
Copyright ChinaSEO Ltd 2014
Australia Property PPC players
ChinaSEO Market track PPC Keywords PROPERTY
$USD PPC Bidding Price Trends
$2.42
$0.97
$1.77
PPC March 20 2014
Copyright ChinaSEO Ltd 2014
$0.00
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
澳洲房产 Australia
properties
法国房地产 France
properties
西班牙房地产 Spain
properties
美国房地产 USA
properties
$1.94
ChinaSEO Market track PPC Keywords Education
$USD PPC Bidding Price Trends
$3.39
$2.42
$3.87
PPC March 20 2014
Copyright ChinaSEO Ltd 2014
$0.00
$5.00
$10.00
$15.00
$20.00
$25.00
留学澳洲 Study in
Australia
在法国留学 Study in
France
留学英国 Study in UK
China’s Online Advertising market has reached 130 billion CNY RMB
Approx*USD $4 billion per Q spent on attracting internet viewers and CT’s
Copyright ChinaSEO Ltd 2014
“The 5 steps”
5. STAY ON TOP OF YOUR GAME
“COMPETITORS WANT TO KILL YOU!”
PPC variation SE’s: Australian Property Snapshot (sample 6.2013)
Keywords English Meaning
Baidu Google HK
Monthly SV CPC Price KVI Monthly SV CPC Price KVI
澳洲房产 Australia Properties 150 US$0.16 24 390 US$0.85 331.5
澳洲房地产 Australia Real Estate 150 US$0.33 49.5 58 US$0.46 26.68
澳洲房产网 Australia Real Estate Website 300 US$0.16 48 110 US$0.79 86.9
墨尔本房价 Melbourne Property Price 150 US$0.98 147 91 US$0.66 60.06
墨尔本房产 Melbourne Property 150 US$0.16 24 58 US$0.55 31.9
悉尼房价 Sydney Property Price 150 US$0.98 147 91 US$0.46 41.86
悉尼房产 Sydney Properties 150 US$0.49 73.5 73 US$0.53 38.69
澳洲投资 Australia Investment N/A US$0.65 N/A 46 US$1.02 46.92
澳洲买房 Buy Australian Property 150 US$0.16 24 91 US$0.75 68.25
澳洲商业地产 Australian Commercial Property N/A US$0.65 N/A N/A US$0.00 N/A
澳洲地产投资 Australia Property Investment 150 US$0.98 147 N/A US$0.00 N/A
Copyright wwwChinaSEO.com
2013
HOW MUCH DOES IT ALL COST TO GET STARTED?
*estimates only for 1 year
Consulting $1500, SEO $2500-$7500 per month
Account is free, Installation and testing from $2,000-
$15,000 depends on client requirements and systems
Tmall Global: $25,000 surety deposit, $5,000 annual
lease, $10,000 store design + $15,000 management
Minimum Credit deposit is USD $5,000 valid 12
months, min advertising per-month is $5,000
Minimum tracking fee deposit is USD $5,000
Minimum display fee per-month is USD$7,500 per month
TOURISM & DESTINATIONS
What can Australian businesses sell to Chinese online?
QUALITY FOOD & WINES FINANCIAL SERVICES & INVESTMENTS
LUXURY GOODS EDUCATION
AND…
YOUR
PRODUCT?
49
Some Clients…
50
Founded in Shanghai in 1997 ChinaSEO Ltd is
a China marketing company providing expert
SEO, SEM and e-commerce consulting
services.
ChinaSEO Ltd is a licensed media buying
agency and a licensed provider of: Baidu (+
other SE’s) Alibaba’s Tmall, Alipay and Phorm
by China Telecom.
Contact
SHANGHAI
HEADQUARTERS
HONG KONG
MELBOURNE
SAN FRANCISCO
BARCELONA
ZUG