Until now, if a Spanish company wanted to launch an online marketing campaign in China through Baidu , the leading Chinese search engine, it had to meet several requirements : open a bank account with a Chinese financial institution, manage advertising through a Chinese company (its subsidiary or an agency, for example), and wait for authorization from Baidu's sales team.
Starting today, it's much simpler. Baidu has announced the opening country email list of its advertising spaces in Spain in Madrid , with the help of online marketing consultancy Kanlli , which will be responsible for marketing its products.
But why advertise on Baidu? And what opportunities does it offer? Here are the answers to the basic questions.
1. What is the Internet penetration rate in China?
In China, there are 564 million Internet users , who spend 20.5 hours per week surfing the web. The online penetration rate reached 42.1% in 2012 and is expected to reach 52.1% in 2016. But what is truly significant is the mobile Internet rate: 420 million users browse via mobile devices , and access via PC is declining, falling from 73.4% in 2011 to 70.6% in 2012. Last year, moreover, some 242 million Chinese made online purchases . The Internet, therefore, provides access in China to a vast market with interesting commercial opportunities.
2. What is Baidu’s market share?
Baidu is the largest search engine in China, accounting for 77.6% of searches . It is followed by Google, which only accounts for 17.8% of the market, and Sogou, with 2.7%.
3. What is the most searched thing on Baidu?
Mainly travel, mobile phones, games, cars , electronics, banks, computers, and cosmetics, in that order. Mainly from China and Southeast Asia, although by region, Europe ranks third. By country, Spain is the eighth European country in search volume .