课件完整short2016行业报告baidu fragrance industry search report 201704.pptx

Fragrance Category Baidu Search Report Baidu IMS 百度整合营销策略部 2017.04 Foreword Data Source: Baidu PV (Search Volume of Keywords)  Time Period: 2015.04-2017.03  YOY Growth Rate: 2016.04-2017.03 VS. 2015.04-2016.03 Daily PV 0.25mil YOY GR 18% Mo Share 89% Fragrance Category Search Trends Search trend of fragrance category kept increasing in recent 2 years. Gift seasons had strong impacts on search volume, especially Mother’s Day and both Chinese and Western Valentine’s Day. 100% 80% 60% 40% 20% 0% Mobile PC Mobile Share Data Source: Baidu PV, 2015.04-2017.03 66% of searches were brand related keywords, which meant an intense competition in this industry. +17% Non-Brand 34% Brand 66% +19% Fragrance Category Search Contents Analysis Brand awareness plays an important role in fragrance industry. +34% people searched non-brand related keywords, include “ranking list of fragrance brand”, “famous perfume brands”, “how to use”, which indicated that consumers need further education about this category. Data Source: Baidu PV, 2016.04-2017.03 vs. 2015.04-2016.03 Non-Brand Search Content Analysis Top10 Generic KWs Top10 WOM KWs Top10 Inquire KWs 香水 Perfume 费洛蒙香水 Pheromones Perfume 男士香水 Male Perfume 古龙香水 Cologne Perfume Perfume 香水品牌 Perfume Brand 费洛蒙香水有用吗 Does pheromones perfume work? 费洛蒙香水有什么危害 The harm of pheromones perfume 法国香水品牌大全 French Perfume Brand List 香水品牌大全 Perfume Brand List Data Source: Baidu PV, 2016.04-2017.03 vs. 2015.04-2016.03 Generic 35% WOM 32% Inquire 21% 4% Price 5% 1% 1% Others 1% +89% +41% +29% Comparison Channel How to 香水品牌排行榜 Perfume Brand Ranking 香水排行榜 Perfume Ranking 男士香水品牌排行榜 Male Perfume Brand Ranking 女士香水排行榜 Female Perfume Ranking 香水品牌前十大排名 Top 10 Perfumer Brand Most people were curious about pheromones perfume, male fragrance and cologne. Perfume brand ranking and others’ recommendation help consumers to get to know about the products. Consumers need further education about this category. Fast Growing SKUs Chanel N°