[0:00] [Brad] Welcome everyone to today’s special online event, Chinese Ad Secrets: How to Easily Unlock Your Profits in China. In this session, we’ll share with you the ins and outs to succeeding with advertising and selling in China whether you’re new to the market or you want to scale up your existing efforts. As you’re probably aware, there’s little point attending webinars and not taking action. That doesn’t mean signing your life away either. They can be simple ways to put into practice what you learn. So, do take notes and make dot points about today’s session so that you can prioritize and have your next steps clearly laid out for you. My promise to you by the end of this session is that you’ll see what a ripe market China is. And not only that, but you’ll see it’s possible to claim a slice of that for yourself. You’ll see how it’s possible to start advertising in China. And importantly, to do this on a limited budget to test the market and to get real feedback before you commit heavily. And, of course, that’s relative, right? So, a multinational brand can do a few tests at a higher scale. And I’d budget to collect more data. And a small business can dip their toe in at a very low cost.

[3:00] So, just to confirm how today’s session will work, I will present for the next 45 to 60 minutes. We’ll see how we go. And then we’ll have the Q and A. But please feel free to ask any questions now. And you can do that by popping your questions in the chat. We’ve had a few people send us questions already too via email. And just if anything comes up during the session, or if you have burning questions right now, be sure you ask. That’s precisely why we’re setting aside 30 minutes for your questions at the end. Before we dive in, let’s just quickly cover who we are. I’m Brad. And I put together a lot of our educational content around the tech tools, innovations in the world of Chinese advertising and research, the latest trends, what’s working and what isn’t. And I’ll be presenting the education session today. Later on, you will be joined by Henrik, a serial entrepreneur and China marketing expert, and Jie, our CEO and Co-founder. We have extensive experience building international teams and businesses across Europe and Asia. They’re both based out of Norway. Henrik and Jie will take over at the end for the Q and A. And just to reiterate, if you want to get specific and ask about your industry or organization or niche, please go ahead. We are happy to get specific. To explain who we are and what we do at AdChina.io, we help organizations, brands and businesses get set up to sell and advertise into China. And since coronavirus, we’ve had a lot of companies coming to us who were happy in their traditional markets until the recent downturn, and they’ve now decided to enter China as a way to get into a market with more positive signals in both the short and the long term. So, with that, let’s get started.

[6:05] Like anything worth doing, getting into China is going to come with its own set of unique challenges. And when you find yourself faced with too many challenges, the way through is to break them down. And it becomes much easier to prioritize. And it’s funny, sometimes people say that they have a long list of priorities or several priorities or they’re feeling overwhelmed, but the reality is they just haven’t prioritized. The definition of priority is the one thing that takes precedence over all the rest. You can only ever have one priority. And so, you can have a list and say, “I need to go through ABC and so on,” perfectly valid. But you only ever need to think about the number one, what is A right now. And so, of course, new entrances will be faced with some extra hurdles. You need a point of sale, whether that’s an online store, your own Chinese website or landing page, or even a WeChat, any program that you can use as your online store. You need some way to accept payments. And depending on what you have already and the marketing angle you want to take, one of those solutions probably makes a bit more sense than the others. What makes the most sense at an early stage anyway, and then you can reassess later on. There’s logistics. Of course, you need to find a way to get your products to your buyers. And we have a number of partners that we can recommend who operate in this space and work with our existing clients. There is set-up so you don’t need a Chinese entity or anything like that. Cross border ecommerce has been the norm for a while, and it’s very achievable. But you do need to get set up on advertising channels. And you do need to navigate a little bureaucracy in the initial stages. And again, it’s all a process. We’ve worked with many companies to submit that documentation to channels, get the account set up, and it really is a simple case of follow the procedure and you end up with your cake. If you’re unsure about the market for your product, then the simple answer is, of course, to test and see. It used to be the case that you needed $100,000 plus USD to even consider China. The stakes were extremely high. And now, it’s just a minuscule fraction of that.

And I’ll mention this a lot when I dive into the details later. But if there’s one takeaway from today’s presentation, it will be that testing and getting market feedback is the key. As you’ve probably seen your home or traditional markets, things are pretty flat across the board right now or they’re starting to contract. It could be that China offers a safe haven to weather this storm. And it’s not a storm with an easy solution or a quick fix. It’s looking like times will be tough for the foreseeable future. So, companies are coming to us because they can’t afford to sit around and wait for the world to fix itself. They’ve got sales to make and bills to pay.

A lot of companies talk about wanting to enter China. And they tend to kick the idea around but don’t end up pulling the trigger on it. So, they stay stuck in their home markets below the clouds here, which might be fine until they need to diversify and look elsewhere for revenue. And we’ve had a number of brands and organizations that we’ve been speaking to for a while, and they didn’t get serious until March, April, May, when they saw what was happening everywhere else in the world and yet China had already recovered. And they diversified. And they’re now reaping the rewards of taking that action rising above the clouds. And I’d encourage you to ask yourself, what difference could entering China make for you and your organization? In a time of uncertainty, might it be wise and beneficial to look outside what’s worked in the past and to find what could be a smart market for growing and continuing to go forward?

[7:05] And to really drive that point home, I wanted to show you the latest world economic outlook growth projections. And they’ve showed that advanced economies are projected to shrink by 8% on average this year and grow by 4.8% on average next year. But that’s growth on top of a contraction, so it works out like it’s lower. Yet China, despite being hit very hard initially by this virus, it’s said to maintain positive growth this year and see upwards of 8% growth next year. In fact, it’s the only country that looks like it will come out of 2020 in the positive. So, this report is from end of June as well so there was a bit more optimism, I think, at that time that the virus might be on its way out. It will be very interesting to see the next report, I believe, which will be in September, and what their numbers look like now. But if China remaining in the positive throughout is not a testament to the strength of their economy, well, I don’t know what is.

[8:15] So, I wanted to tackle a few myths. There are things that can help or hinder you when it comes to the China market but there are no silver bullets. And that’s an important lesson in itself. So, let’s just smash these one by one. The first is that you need an ad agency and you cannot DIY it. That used to be the case, more or less. We didn’t like that. And that’s why we created the AdChina.io platform. I’ll talk a little bit more about that later. But essentially, you can launch and run ads across the top channels in China from an intuitive easy-to-use platform that’s all in English. DIY is an interesting part of this myth. On the one hand, you do need to adapt to a new market. You do need to be culturally sensitive and aware of things that most Westerners don’t or may not know about. And you do need your ad copy and text, of course, to be in Chinese. If you have the resources internally to do that, yes, you can DIY. If not, then some level of support probably going to be necessary.

The insurmountable challenge, I think we’ve smashed that already a few slides back. But again, if you break it down, you’ll probably find it’s less of a hurdle than you think it is. It’s all about prioritization.

That it’s expensive to advertise – As mentioned, it used to be 100 grand or more to start just to run some tests, now it’s down to a few thousand dollars. And more than 90% of that, in fact, is just the deposit for the ads. Basically, the channels want you to commit to running a few ads. You don’t even have to spend it all at once, so all on one campaign. That’s actually one of the biggest game changers in China in recent history.

[10:00] Another myth is that you only want to target the Tier 1, Tier 2 cities. The marketers watching will realize immediately, it depends entirely on what you’re selling. Tier 3 and 4 are growing and buying at higher rates than Tier 1 and 2 right now. And it does look like there’s plenty of upward mobility happening. If you’re selling high-end luxury, yeah, you’d stick to Tier 1 and Tier 2. If you’re selling something practical or useful to those who might have a bit less purchasing power, my recommendation would be, and I did warn you this would be a recurring theme, to run a few ads and target buyers from Tier 2 cities and target Tier 3. And let people vote with their dollar and determine which market you focus on. The results may surprise you. They might confirm what you already thought, too, but it’s better to have that data and information to back it up.

The next myth is that you need a warehouse. In almost all cases, you don’t need a warehouse when you’re starting and testing because you’re not operating a scale where a warehouse would make sense. You can get one if it’s in budget and you want to get started on a comparatively high budget. There’s nothing wrong with that. But it’s a myth to say it’s necessary. You don’t need a warehouse to sell into China.

[11:15] Likewise, you don’t need to build a new website in Chinese. You do need a page that will load in China that isn’t blocked or extremely slow due to hosting or anything like that. And in some cases, you need a stamp of approval from the government before channels will let you advertise on their platform. All that is just channels that protect themselves, because the government has these requirements, and they don’t want to get in trouble for advertising anything that’s prohibited. So, the government takes a look at your site, what you sell. If it’s not cryptocurrency, illegal drugs, VPN software, a few other prohibited things, then you’re good to go. If you’re not sure your website loads from China, send us a link. We’ll test it for you and let you know. What you do need, of course, is a website or a landing page in the Chinese language. If you’re sending Chinese people to a site in English, you’re gonna have very little success typically. So, what you can do is create a landing page and get that translated. Alternatively, you can get a WeChat Mini Program developed and sell straight from WeChat. Or you can sell on an existing ecommerce web store in China like JD, Tmall and so on. The next one, I think I’ve partly covered it. But translation is not all you need. Because you want to connect, right? The content and the vibe of the website or landing page, it needs to match Chinese expectations. They’re subtle differences but they’re significant conversion factors. The whole messaging of your ads and landing pages needs to be culturally adapted for the China market. So, to succeed, what you need is true localization. There’s not another way to put it really. Our China market experts can help you get all your strategic ducks in a row there if you don’t have the resources to do so in-house.

[13:25] And the last myth is that particular channels are the best or most effective, or you should only focus on a particular channel. But that’s not true. That’s not the case. It all comes down to three factors: what you’re selling, your audience, and what medium that you choose to advertise with. So, for example, it wouldn’t make sense to try and sell a product that is for people over 50 years old on a platform with 90% of its users under 35. It wouldn’t make sense to try and advertise on Baidu SEM, which is like Google SEM, its search ads, if your plan is to run video advertisements. That would be like trying to run video ads on Google. So, you’d choose Instagram or YouTube or something that caters to video ads, if that is your marketing plan. And just to further go into that point about what’s the best channel for X, this breakdown is one way to look at it. So, originally, this image was just the first four representing the different mediums. I added B2B just to give it a different dimension. So, there’s a million niches and verticals, and I didn’t want to make it overly complex, but this is a good way to visually break it down, I think. So, Toutiao is great for content marketing if you’ve got educational, inspiring, motivating, entertaining, written content. Social media is great, obviously not just in the West but around the globe. And just like around the globe, there’s slightly higher resistance to ads on those platforms because people are there to communicate with their friends. That said, they can be a great place to start, to test and even to scale, if you can stop people in their tracks and capture their curiosity. Search ads, much like Google Search is a new medium. We’re very excited about it working with a few early adapters at the moment. And we’ll be doing a release of the Baidu SEM platform late September. So, keep an eye out for the email that you’ll receive after today’s session with a little more info about that. If you’re gonna advertise through the medium of video, then something like Douyin, which is TikTok. And then, there’s Tencent Video. Platforms that cater to video makes sense if you’re advertising video. And B2B, of course, your best bet probably going to be LinkedIn and potentially search. Because people, they go on LinkedIn for business and work related activity. For search, if they’re looking for a particular product or service, then they’re searching it on Baidu. And it’s not like trying to advertise work tools on social media where you’re going to encounter a lot of resistance because people aren’t typically on social media while in the frame of mind of thinking about work unless you’re in marketing.

[16:30] So, what are the three biggest mistakes that new entrants make when it comes to starting in China? Well, the first is being wedded to a set method or strategy and being totally wedded to that. So, I’m going to set up a warehouse in this location, to work with this supplier, and run ads targeted too narrowly or too specifically. The second is not assessing channels and stores for the best fit. Like we covered, your channel choice has to match the creative type of ads that you want to run, whether that’s articles, videos, images, search. Your audience has to use the channel as well, and in enough month numbers for it to be worthwhile. The demographic has to be suitable, and it has to fit your product. That one’s a little subjective. Technically, you can advertise anything on any platform, so long as it’s legal. But culturally, certain things would be odd in a bad way to advertise on certain platforms because it doesn’t quite fit what you would expect to see on there. And there’s a way to play that where you can advertise something that you wouldn’t expect to see that stands out in a positive way, but it’s much harder to do or much less likely. The third mistake can be using agencies. Now, agencies have their place. Don’t get me wrong. I’ve just made a case for working with agencies on the support side of things for very good reasons. We work with a number of agencies and aren’t disparaging them or what they do. That said, if you’re running tests campaigns and trying to keep costs as low as possible, if you’re just trying to work out whether there’s a market for your product, you don’t need to spend so much on agencies; you just need help with a few tailored and specific things. Which is why in our platform, we offer a few different tiers of support. And if you’re just testing, you can get away with the necessary support at an affordable price without committing to anything. And if you do want all the bells and whistles that an agency can provide like creating the ads, launching the campaigns for you, we can do that, too. And with it all going through our platform, it ends up costing less.

[18:45]So, we’ve covered what some brands get wrong in China. But what do they get right? Well, they go after real feedback with test campaigns at an appropriate budget for the size of the company. They don’t try to guess whether it will be successful or not, if it isn’t obviously the way. They try to find out based on whether real people are interested or not. They have a flexible approach to their strategy. They understand it’s a dynamic market and going in with a rigid plan and sticking to that with no room to budge is a recipe for mediocrity at best and outright failure at worst.  They know that mobile digital advertising is the dominant way to attract interested buyers and turn those people into customers, whether that’s through live streams with key opinion leaders or small scaled campaigns. Everyone online in China is connected to the Internet with their phone. Computers are just not as prevalent as they are in the West.

[19:50]So, I thought I’d take a moment to tell you about one of our clients, a food supplement company based out of Norway. And they came to us after trying to sell on JD in 2017, but sadly, just not achieving the results they had hoped for. And they are 100% natural health related product. And we helped them to run promo campaigns to increase their visibility, launch and run display ads across different channels, manage social media accounts across different channels as well, and just build that organic following. And our team also helped the brand to collaborate with KOLs across each of those channels.

And what difference did that make? Well, let’s compare their Singles’ Day sales in 2019 versus 2018. So, as you can see, massive increase in sales and conversions, almost doubled customers, and a massive increase in repeat customers, too. And that’s the combination of ads but also organic social media, building a loyal tribe of followers and fans who love the product and maintaining a rapport with those people. It will be very interesting to see their numbers this November for the 2020 Singles’ Day campaign.

[21:05]So, what do the winners do differently? Get the fundamentals in place. If you don’t, you don’t have to chain yourself to one particular channel, but you do need to find one to get started with. And we can help advise around that. You need to know who you’re speaking to and get your messaging straight. In marketing, I suspect many areas as well, there’s often this tendency to look for silver bullets, this one thing that’ll drive all the results or change. And in reality, it just doesn’t work like that. Most things marketed or sold as silver bullets are really just gimmicks or traps set by charlatans and sprung on the unsuspecting. And it happens to the people who want to cut corners and get all the results with minimal effort. The paradox here is that if you accept that there’s a process and you work through it, then you get to reap the rewards. Embrace the test and iterate approach, as I’ve said countless times, and I will continue to say throughout this session. And so just to clarify what I mean by that, myself and a friend are currently working on a business on the side. And our strategy will be starting with Facebook ads. And we’ve documented all the different channels that we want to use, the different groups of people we want to target, all the variations. And for our first batch of ads, we have to create and run 48 ads. And that’s huge. But what we’re doing is running all those at a dollar a day. And after a week, we cut all the ads that aren’t working for us and everything that is working, we increase the budget. And then, we come back and check it a week later. Has anything stopped working? Turn it off. Do we need to launch some new tests? Okay, time to start thinking. Is there anything that’s worked really well that we want to further increase the budget? And so on. Do that every week until we reach a point where things start to stabilize. Well, that’s what I mean when I say, test and iterate. Now, to be sure you don’t need 48 ads. We admit we’re insane, and it’s a crazy approach to take. You can do the same thing with five ads or even three. The point is to know whether you have any chance of getting traction with your ads, you need to check the different angles. And so, it doesn’t have to be all done at once. You can test just a couple of ads each month and take a slower approach. It all comes down to the resources you have and what makes sense. Rarely do the organizations that don’t succeed in China fail because they can’t craft an ad that gets clicks and gets traction. They typically failed long before that. It could take some time to dial in a winner that performs super well. 

But the market is extremely large, and if you target the right people in the right ways, there’s essentially no market that would really be considered overcrowded from our perspective. And Jie speaks about this a lot. I was at the shops on the weekend, actually, and it struck me how many companies sell something as basic as bottled water? I’m based in Perth, so the most isolated city in the world, yet we have Pump, FIJI Water, Aussie Natural Spring Water, Mount Franklin, those ones that come in the cylindrical container, I think they’re called VOSS, Frantelle, Evian, Yaru, the No Frills brand, one that’s called Balance, Pureau, Cool Ridge. And that’s before you get into anything like flavored water or sports drinks. And by the virtue of the fact that they’re still present on the shelves and selling, well, it must be profitable for them to do so. And that’s a very, very extreme example. I think it would be fair to say it does seem like it’s a little bit overcrowded to me, and I feel that illustrates the point. Well, we don’t perceive many industries to be overcrowded in China. And you only need to capture a small slice, a small segment of buyers in China or anywhere in the world, and you can have a profitable business.

[25:30]So, I’ve just said most brands don’t fail because their ads are no good. Which begs the question, why do they fail? Well, because they make these big decisions too early, like logistics, like marketing strategy, and they commit too heavily to a greater scale. And they don’t allow any flexibility or new information that they can use to adapt. See, if a company had set a plan in early 2020 that didn’t include live streaming in China, then you would likely have left a lot of money on the table by failing to adapt to the, not exactly new trend but massively increasing trend, once it was showing how powerful that can be. Likewise, there’s also a failure to adapt to the market. It’s certainly possible to take the ads that you run in the West, translate them and launch those in China. But given the cultural differences, it’s likely that there is a better angle or a tweak that you can make that would let you connect magnitudes better and stronger with people in China. That rigid thinking is what holds a lot of companies back and stops them from realizing the success that they could otherwise often achieve. And the third is just not seeking help at a level that makes sense for that organization. So, true localization and developing a brand is done with keen insight and strategic intentions. A Western brand doesn’t just figure out how to connect with Chinese buyers by accident.

[27:05]On the flip side, a bit off flexibility goes a long way in this arena. And working with us in the capacity that you need means that you’ll get the strategic ducks in a row to avoid the common pitfalls. And that way, you get the tests, you get to see the data breakdowns, you learn to stop targeting people in certain demographics who clearly aren’t interested and to go after those who are, and you can clearly see who that is. So, each time you iterate, you get better and better results.

[27:40]And I just want to show you how easy it is to create and launch an ad on the AdChina.io platform. That’s the video there. It’s incredibly quick and easy. Once you’ve planned out who you’re targeting, to go in, set it up and launch an ad. Doing that on the native channels is very clunky. Done it myself. Hated it. Google Translate is bad when it comes to Eastern languages, unfortunately. So, there’s options and settings that not exactly sure what they do. You need to validate your login multiple times. The layout is noticeably different and not particularly intuitive. Whereas we make it just like advertising on Facebook or Google, actually, easier in some ways because the layout is just so uncluttered and clean. Some of the advantages of this tool is that you can choose which channels you advertise on, get your account set up and start doing it without even speaking to us if you want. Or you can contact us, we can work with you and we can help you. I would definitely recommend that approach due to the China market knowledge of the team. But again, it depends on your budget and your resources. Either way, you get real feedback. People either like your ad and click through to it or they don’t. And there’s a lesson in there either way. They click through then they see your product, and they either like it and they buy it or they don’t. And there’s a lesson in there as well. Is it the wrong audience? Does it cost too much? Maybe the ad and the product don’t align that well. Maybe the site loads too slowly. Once you find the suspected problem, test, try it again, iterate over and over until you dial in a winner.

[29:25]I wanted to tell you another story about a client who came to us earlier this year, in fact. They’re in the legal field and wanted to expand and start their growth into China. And they had no plan or path for how to do it and no previous experience in China, but they had a hunch that China might prove to be a valuable market. So, they decided to join AdChina.io when they saw the depth of knowledge of our Shanghai team, as well as the detail of reports that they can see in the platform. It perfectly facilitated the test and iterate approach. And that was what they wanted. So, we worked with them in a number of different ways. And this firm was actually one of the early adopters to the Baidu SEM platform that will be released next month. Anyway, we created their SEM strategy, did a competitive keyword analysis, optimize their keywords, localize their website and landing page by adding Chinese translations across all of the sections and content on their page so it presents in both English and Chinese. And another option would be to use a language plugin. It just depends on the underlying architecture of the website. But we developed audience segments because there’s very different services the firm offers and, of course, they’re not all applicable to everybody so you want to target. And the team set up the search ads and the display ads. And what were the results? In week 1, the campaign’s combined drove over 4,000 click-throughs for an extremely low cost per click on the display ads. And in week 2, the budget was increased 2.5 times and predictably, that achieved 2.5 times more clicks. And just tweaking the ad, it was able to lower the cost per click of the display ad further still. On the search side of things, the click-through rate – So, not the total number, but the rate increased 58%. So, it’s just like what I mentioned that I’m doing with the Facebook ads. Collect the learnings after a week, switch off what’s not working, ramp up what is working, and the ROI increases. Create some new tests and continue iterating.

So, taking all these learnings, I wanted to show the method of winning from a very zoomed-out bird’s-eye view that will break down in a moment. But step one is using the ads in China to unlock a greater volume of sales. And to do that, you need a clear strategy, but one that you can adapt to. You need some level of support so that you can localize your message. And if you aren’t localized, you do stand out and not in a good way. It can come across as unprofessional and low quality. I mean, just think of the last time that you bought anything from someone that you felt was low quality.

[32:30] So, what does it all boil down to? You need the strategy because you need the fundamentals. You don’t want to wed yourself to any logistics supply or any expensive contractual obligation prematurely. In the same way that hopefully, you don’t want to wed yourself to a partner without vetting them first, looking for green flags, and progressing in a healthy and balanced way. You need the support because if your message is off, all your efforts fall apart before they consider your product on its merits. If the subtle communication indicates low quality, it’s very hard to change that perception. It’s an uphill battle that you’re best to avoid entirely. And you need something to attract your Chinese buyers. And that’s where the ads, the messaging and the marketing comes in. Running those tests and getting real feedback from real people. And when you marry all these elements together, you have the key. You have the winning combination that will unlock your ability to sell more effectively and more efficiently.

And to break our Venn diagram down into specific steps, first, you have the strategy. Your research and finding out what’s working for others in the industry. And maybe you’ll learn a thing or two about what’s not working as well. And you take those learnings and then you get clear on who you’re targeting and their profile. So, brands don’t create buyer personas because they’re fun to make, they do it because it works, it gives them clarity on who they’re speaking to in their marketing and their advertising, and all of their messaging. Then you need to figure out, how am I going to sell? Is it a website or landing page? Is it through JD or Tmall or another online marketplace in China? Is it through a WeChat Mini Program?

[34:30]From there, if you’re new to China, you’d want to put a market entry plan together. If you engage in our subscription services, we put this together with you. And from there, you set up the accounts on the channels. And you can do that within the AdChina.io platform, which is why I said earlier, it’s possible to run your ads into everything without ever speaking to us if that’s what you want. From there, you determine the content plan and map out how you want your ads to work.

Do you want to test a stack up front? Or do you want to go a little more slowly but get started sooner? Then, you ensure that you’ve got accurate translations on those ads and any copy that’s attached to them. You’d also make sure whatever point of sale that you choose is properly localized and tailored to the China market. You want it to connect. And from there, you’re ready to start advertising. You need to launch and monitor those ads, view reports, dive into the data, find the learnings, and take forward with you into the next campaign the things that are useful, and discard, switch off the campaigns that aren’t working. And the only tool that lets you do that across all the top channels is AdChina.io. Better still, it’s all in English, and really, it’s just like using Facebook or Google. Then, you just keep making progressively more accurate campaigns until you find an audience or audiences that are well matched. And when the slide here says scale horizontally, then vertically, it’s just like I was explaining with those Facebook ads. You pump out a bunch of ads, find out what people respond to, and focus on doing more like that. That’s the horizontal part. The vertical is when you find the ads that are working well and you allocate them more budget and you scale them up, just to explain that. So really, it all comes down to alignment.

[36:30]It’s been too long since I did it last, but I do thoroughly enjoy archery. And it occurred to me that it makes a perfect metaphor. To hit the target, you need to be in alignment. Your eye needs to be lined up with the sights, which need to be lined up with your target, and the string also needs to be lined up with the exact same point on your face each time. Everything in archery comes back to alignment. Another example would be firing a gun. Your eye needs to match up with the back sights, which needs to line up with the front sights, which needs to line up with the target. Everything is aligned. And if everything is aligned, then the arrow or the bullet, it’ll follow that trajectory. It’s the same when it comes to advertising. If you start doing things out of order or out of alignment, then and you end up firing off target. So, I put this slide together that illustrates, in an overly simplified way, the alignment needed from start to finish. And the reason I say it’s oversimplified is, for example, your translation is recurring, right? You don’t get your translation for every ad that you will ever launch on at once. But every time you iterate and test new ads, you, of course, have new text that needs to be translated. So, it is simplified. Alignment is still very important. So, from my perspective, AdChina.io is the key because we allow you to marry up those three components of strategy, support and advertising, and to do it in a tailored way that matches your needs and the stage that your organization’s at.

[38:10]And by virtue of working with us, you get the research, the audience insights, the access to the top advertising channels, and you’ve got your choice of subscription packages based on what your needs are. If it’s very little or scaling up to huge amounts of localization, adaptation and translation needed, then we can help you with that, too. You’ve got access to the China marketing experts. And you’ve got the tool to create and run these ads to see the reports and to get the learnings that will inform your future campaigns and allow you to iterate. So, two bits of feedback that I wanted to share from you. The first from a client in the professional services industry, “Baidu SEM provided our business with a great starting point for advertising in China. Our team understands search. And the AdChina.io team made the campaigns easy to execute. Our impressions, numbers and click-through rates exceeded our expectations.” And the other from a real estate industry client, “We were really excited about the potential opportunities that China provided for promoting our property portfolio. Running Baidu search campaigns through AdChina.io gave us great results and also a low risk approach to advertising for the first time in China.” We have many such stories. Those are our most recent. And it’s why we do what we do at the end of the day – To make advertising easy and accessible to organizations outside China.