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March 2017
Chinese Digital Advertising Trend
Cheil Pengtai Business Status
Vision and Growth Strategy
Contents
2
Chinese ad market is growing rapidly with digital marketing growth
< Chinese Ad Market Volume and Forecast (Unit : B USD, Portion %) >
429 43.2 42.1 40.0 38.1 37.4 37.1
11.4 16.0 22.2 28.7 36.8
45.1 52.3 (59%)
(55%)(49%)
(42%)
2012 2013 2014 2015 2016(e) 2017(e) 2018(e)
(41%)(45%)(51%)(58%)
ATL (CAGR -2%, ’12~’18)
68.674.8
82.589.4
(65%)(73%)(79%)
(35%)(27%)
64.359.2
54.2
※ CAGR : Compound annual growth rate from 2012 to 2018
(79%)42.9
(21%)
Digital Marketing is forecasted to grow by 29%(CAGR) annually and
take account for 59% of Chinese total ad market by 2018
Digital (CAGR 29%, ’12~’18)
3
0.7 1.22.0
2.9
4.65.7
7.38.3
9.8
2010 2011 2012 2013 2014 2015 2016 2017 2018
Source : iResearch, May 2016
Rapid growth of e-commerce is a growth driver of digital marketing
B2C Marketing is forecasted to grow by CAGR 20%(2015~2018) and
achieve volume of 980 B USD by 2018
< Chinese e-commerce B2C market volume and forecast (Unit : 100B USD) >
4
3rd generation
Branding 30%, E-commerce 70%
Mid-2010s ~ Future
Growth of major e-commerce
platforms including Alibaba and
Jingdong
Growing importance of e-commerce
for entry into and growth in China
Accelerating convergence of digital
marketing and e-commerce
(Advent of Bluefocus, &C, Baozun, etc)
Mid-2000s ~ Mid-2010s
Growing importance of social and
viral marketing due to increase in
consumer-to-consumer
communication
Strengthening branding through
improved communication with
consumers based on social
platform
Late 1990s ~ Mid-2000s
Led by person in charge of
corporate marketing
Mainly push marketing based on
banners on major platform
1st generation
Branding 100%
2nd generation
Branding 70%, E-commerce 30%
Convergence of branding
and e-commerce
Digital marketing focued on
branding enforcement
Through rapid growth of digital and e-commerce marketing
Entry into the 3rd generation (Digital marketing + E-commerce)
5
Major Trends
• Digital marketing is driving the growth of Chinese ad market
1. Change and Growth of Chinese Ad market with digital marketing
• Differentiate through securing digital market expertise and various integrated service
• Enhance internal competencies and make aggressive investments(M&A/Equity investment) in order to secure expertise
2. Accelerating advancement and specialization of digital marketing(Based on advanced Data, Tech)
• Global Agencies : Enhancing ATL base, accelerating digital capability expansion (CAGR 19%)
• Local Agencies : Fostering digital capability, Enhancing position as a digital agency
(CAGR 51.2%)
3. Rapid growth of local agencies with digital expertise
6
2000SINCE
CheilPengTaiCOMPANY
BeijingH/Q LOCATION
1,050 (As of March 2017)EMPLOYEE
Digital Marketing
Digital Strategy Consulting
E-commerce Marketing
BUSINESS
Cheil Pengtai Business Status
S e o u l
B e i j i n g | H E A D O F F I C E
S h a n g h a i
H o n g K o n g
G u a n g z h o u
T a i w a n
With 15 years
dedicated to China Digital Marketing
Expanded to 6 regions
7
TBO based Digital Marketing Solutions
T T H I N K
Marketing Insight &
Strategy Consulting
B B u i l d
Digital Marketing
O O p e r a t e
Online Sales
Operation Service
Offering integrated digital marketing/sales service
through converging digital strategy consulting, digital marketing and
e-commerce marketing
8
China Market
Digital Strategy Consulting
BusinessStrategy
Consumer
Research
Competitors
Benchmark
DistributionStrategy
Promoter
Training
•Analyze Consumers Life Style
•Analyze Market Feasibility
•Consumer Survey
•Promoters Training Strategy
•CS Trainer Training /
On-site Training
•Market Entry Strategy
•Marketing Strategy Consulting
•Omni-channel Strategy
•Retail Consulting
•Operate Channels
•Brand Strategy
•Go to market survey
•Mystery Shopper Survey
•Manage Channel KPI
•Build System
Marketing Insight & Strategy ConsultingT
Executed more than 1,300 consulting/research projects
9
Media
Service
SEM2
SNS
Campaign
Viral
Mobile
Web/App
PC Based
Platform
Digital
Offerings
Lineup
• Brand/Promot ion Website
• Brand/Promot ion App
• Dig i ta l Re ta i l S t ra tegy
• Onl ine Campaign
• O2O 3 Campaign
• Keyword Ad
• Brand zone ad
• Baidu ad network
• PR
• Pow er User / In f luencer
• Disp lay
• Video
• DSP 1
• Mobi le
• Operate Weibo
• Operate Weix inCampaign
Platform
Viral
SNS
Search
Media
Service
Digital MarketingBPlan/Execute integrated digital marketing with various digital channels
as a digital marketing partner for global, Chinese and Korean clients
* 1: DSP - Demand Side Platform 2: SEM – Search Engine Marketing 3: O2O – Online to Offline, Offline to Online10
Tmall
자사몰
Product/
Promotion
Distribution/
Shipping
Channel
Operation
Call Center
Operation
Contents
Operation
System
Channel
Selection
Distribution/
Shipping
Product
Purchase
AR
Collection
Product
Sales
Return/
A/S
• Key online channel with main platforms such as
Tmall and JD
• Expertise needed for each service
• Customized system connecting the whole process
Jingdong
Online Retail /
Online Shopping Mall OperationOnline Wholesale Operation
Jingdong Yihaodian Vipshop.comJumei
•Expansion of Sales Volume
•Capability to select channel based on product’s
Characteristics
• Importance of Partnership with Channels
Major
Channel
Major
Service
Major
Characteristics
Online Sales Operation ServiceO
Offer Online Retail/Wholesale Service as E-commerce Marketing Partner
11
Chinese Digital Agency Ranking (2011 ~ 2015)Source: Internet Weekly
2011 2012 2013 2014 2015
1 Hylink Ad(华扬联众) 1 Hylink Ad(华扬联众) 1 Hylink Ad(华扬联众) 1 Hylink Ad(华扬联众) 1 Hylink Ad(华扬联众)
2 Ogilvy(奥美世纪) 2 CIG(新意互动) 2 CIG(新意互动) 2 CIG(新意互动) 2 CIG(新意互动)
3 CIG(新意互动) 3 Ogilvy(奥美世纪) 3 Ogilvy(奥美世纪) 3 PengTai(Cheil鹏泰) 3 PengTai(Cheil鹏泰)
4 Allyes Adnetwork(好耶) 4 Allyes Adnetwork(好耶) 4 PengTai(Cheil鹏泰) 4 Catch Stone(科思世通) 4 Group M (群邑)
5 CatchStone(科思世通) 5 PengTai(Cheil鹏泰) 5 Catch Stone(科思世通) 5 Ogilvy(奥美世纪) 5 hdtMEDIA(互动通)
6 &c.(电众数码) 6 AdChina(易传媒) 6 Media V(聚胜万合) 6 Leo(利欧) 6 NIM DIGITAL(网迈)
7 PengTai(Cheil鹏泰) 7 Media V(聚胜万合) 7 Allyes Adnetwork(好耶) 7 &c.(电众数码) 7 &c.(电众数码)
8 AdChina(易传媒) 8 Catch Stone(科思世通) 8 &c.(电众数码) 8 Isobar(智世安索帕) 8 NMCG(新合传播)
9 Tensyn(腾信互动) 9 Aegis Media(安吉斯) 9 hdtMEDIA (互动通) 9 hdtMEDIA (互动通) 9 Tensyn(腾信互动)
10 Media V(聚胜万合) 10 GIMC(广东省广) 10 AdChina(易传媒) 10 NIM DIGITAL(网迈) 10 Allyes Adnetwork(好耶)
12
Agency Reputation
Positioned as “ Leading Digital Agency in China “ through various award wins
“Digital Agency of the Year2013, 2014, 2015“
CIAF (China International Ad Fest)
“Effectiveness Index Ranking 2016 Top 3 Agency Office”
Effie Greater China
“Best Creative Agency of the Year 2013, 2014, 2015”
ROI China Ad Fest
13
1 3 t h 1 5 t h 2 2 n d 2 7 t h 4 5 t h 5 4 t h
H K
Fortune Global 2015
Clients
14
Partners
Partnership with 180 partners such as video, portal,
vertical media and shopping mall
15
Opened Guangzhou Branch
2000 2010 20152005
100 B KRW
Revenue
Growth (2010~2015)Survival (2000∼2005)Preparation
(2006~2009)
Secured digital marketing value chain
Market Research/Strategy Consulting, Digital
Marketing, Web solution Biz, etc
Expanded network to
handle China business
• Developed non-Samsung clients
• Expanded new business of digital platform and digital media
• Enhanced E-commerce and Retail
Revenue
Opened Shanghai Branch
Established digital mkt,Opened Taiwan Branch
Founded retail and e-commerce dept
Joined
Cheil Newtork
Local client account wins(ICBC, Yili, etc)
2009
Growth History
Accelerating growth through business diversification and
non-Samsung client wins since acquired by Cheil Worldwide
16
Vision and Growth Strategy
* BD – Business Development17
• Brand eCommerce
• Mobile Ad Platform
• Owned Media Platform
• Digital Contents Production
• Data & Tech Driven Biz
Growth Strategy
A TOP-TIER DIGITAL MARKETING PARTNER BY 2020
Accelerate Localization through securing local clients
and local top talents
Enhance New Growth Engine through new business
(Data & Tech)
Expand Global Business through advanced digital marketing
Vision
• Secure Global Top Tier Production Capability
• Expand Business of ‘Marketing to China’ in Korea
• New Biz Test Bed for Cheil network
Aggressive Investment (M&A, Data & Technology, Top Talent Recruitment)
• Reinforce Local Leadership, professional BD1
• Capture New Local Clients in Auto and FMCG Industry
• Attract Non-SE eCommerce Brands
Enabler
18
Beyond Digital Campaign Agency,
Expand services of Digital Marketing Platform
Digital Contents Service
Brand eCommerce
Achieve Vision 20202 : “ A top-tier digital marketing partner by 2020 “
In Summary
Appendix
19
23
IoME (Internet of Marketing Experience)
22
SAMSUNG GALAXY TAB S
31
SAMSUNG GALAXY TAB S
31
BACKGROUNDTab S is Samsung flagship Tablet PC with the only one strong competitor : iPad. As Screen is the most Important feature for customers, we use SUMSUNG Super AMOLED screen to compete with iPad Retina screen, to attract customers from iPad and take back shrinking shares in the tablet pc market.
OBJECTIVEHow to change consumer’s awareness “Tablet=iPad”? How to increase Samsung Tablet PC ‘s reputation, while take away competitor’s target audience effectively?
SOLUTIONContinuous social buzz making, premium creative exposure, improve product recognition. Furthermore, using DSP big data (cookie, search history, IP, ID…) solution, directly push advertisement to the core target audience who are interested in iPad purchase.
RESULTSBaidu index(preference, purchase intention) continues to make breakthroughs and exceeds other competitors for the first time; Ranked in top 3 in various popular websites and sales record way more than expectations
SAMSUNG GALAXY TAB SDare you compete with GALAXY Tab S Campaign
BURNING CALORIES FOR LOVE
34
BURNING CALORIES FOR LOVE
34
BACKGROUNDEvery year HuaXia Bank make donation to sanitation workers and their children to help them achieve their dreams.
OBJECTIVEHow can we donate to sanitation workers when we enjoy running on the street? Our idea is based on the situations of daily life and turns them into meaningful activity. Calories records in HuaXia running app can be exchanged with real donation, as an easy and convenient way to participate in charity events.
SOLUTIONDaily exercise = donations! Burn your calories, make your dreams come true. Download the most popular App "plump movement". Users complete their work out with the APP, the APP calculates the calories consumed during the campaign. Burn calories, fulfill dreams for sanitation worker's children!
RESULTSWe have successfully helped over 200 sanitation worker's children to achieve their dreams. It also was received full attention and praise from the China Banking Regulatory Commission (CBRC). This digital campaign has helped Huaxia Bank successfully gained a positive public brand image.
Burning/Love Plan (2015)Burn your calories, Make your dreams come true
Thank you