The Best B2B Marketing Channel in China

360 Search: A Viable Alternative for Reaching Chinese Audiences

While Baidu reigns supreme as the leading search engine in China, it's crucial to consider the entire landscape. 360 Search, with a growing user base and over 35% market share, presents a valuable opportunity for businesses targeting the Chinese market.

Understanding 360 Search: From Origins to Growth

Founded in 2005, Qihoo 360, a renowned cybersecurity company in China, launched 360 Search (so.com) in 2012. Initially named "Haosou" (meaning "easy to search"), it settled on the familiar "360 Search" moniker in 2016. Its rapid rise can be attributed to several factors:

• Security Focus: Leveraging Qihoo's cybersecurity expertise, 360 Search prioritizes user safety, blocking malicious websites and promoting a secure browsing experience.

• Browser Integration: Serving as the default search engine on popular 360 web browsers further boosted its user base.

• Strong Competition to Baidu: 360 Search continues to challenge Baidu's dominance, offering a viable alternative for users and advertisers.

Why Consider 360 Search for Your China Marketing Strategy?

1. Lower Competition and Cost-Effectiveness: Compared to Baidu's saturated advertising landscape, 360 Search presents an opportunity for lower Cost-per-Click (CPC) and potentially higher return on investment (ROI).

2. Simplified Account Setup: Establishing a Pay-Per-Click (PPC) advertising account on 360 Search is often seen as less complicated compared to Baidu's.

3. Valuable Market Insights: 360 Search provides a free market trend tool – the 360 Index. Similar to Baidu Index, but arguably easier to access, it offers valuable insights into keyword search trends, user demographics, and location data. This empowers advertisers to tailor their campaigns for optimal results.

4. Targeting a Different User Base: 360 Search attracts a unique user base compared to Baidu. By incorporating both platforms into your strategy, you can expand your reach and connect with a broader segment of the Chinese online market.

360 Search: A Strategic Choice for B2B Marketers

In addition to the benefits mentioned above, 360 Search offers several advantages specifically tailored for B2B businesses:

1. Professional Audience: 360 Search attracts a professional audience with a higher concentration of business professionals and decision-makers. This makes it an ideal platform for reaching your target audience in the B2B sector.

2. Industry-Specific Targeting: 360 Search offers industry-specific targeting options, allowing you to tailor your campaigns to reach businesses in specific sectors. This ensures that your ads are seen by the right audience.

3. Content Marketing Opportunities: 360 Search provides opportunities for content marketing, such as publishing blog posts and articles on their platform. This can help you establish thought leadership and attract potential clients.

4. Integration with Other 360 Products: If you are using other 360 products, such as their cybersecurity software or web browser, integrating with 360 Search can provide synergies and enhance your overall marketing efforts.

By leveraging these advantages, B2B marketers can effectively use 360 Search to generate leads, build brand awareness, and drive business growth in the Chinese market.

Conclusion: A Multi-Platform Approach is Key

While Baidu remains a powerhouse, 360 Search is a strategic addition to your China marketing toolkit. By capitalizing on its lower competition, cost-effective advertising, and valuable data resources, you can effectively reach a vast and engaged audience in this dynamic market.

Are you ready to Scale up to China ?