Mr. Zhang, the owner of Beijing Qantas Logistics, didn’t start business in the warehousing and logistics industry until 2013. Before that, he was engaged in ERP software industry and was an authorized agent of SAP (a Fortune 500 company) to sell ERP products. When he provided the warehousing and logistics companies with software for warehouse and logistics management, he sensed that many traditional logistics companies were still using backward manual management methods, so he decided to change his career and entered the warehousing and logistics market. Now Qnatas has one sorting and processing center of more than 6,000 square meters and two bonded warehouses, and its business mainly comes from digital marketing.
In 2012, SAP organized a digital marketing training course for agents. It was during those few days that Mr. Zhang got to know Zhang Jin, the digital marketing lecturer specially invited by SAP. Since Mr. Zhang was thinking about changing careers at that time, he didn’t start online promotion after the training. Instead, he consulted Zhang Jin about whether the warehousing and logistics industry can acquire customers quickly through online promotion. After Zhang Jin offered a specific digital marketing plan based on the big data on the Internet, Mr. Zhang made up his mind to change careers and concentrate on the warehousing and logistic market. Soon after, Mr. Zhang started to embrace the ideas of online promotion for his company. Considering the lack of manpower in the early stage, Mr. Zhang accepted the service provided by the professional outsourcing team led by Zhang Jin, and finally set his foot in the online promotion through Baidu advertising. Mr. Zhang was fully informed about the advantages of carrying out online promotion via Baidu advertising, which is no doubt the first choice for many businesses when starting online promotion. The advantages such as wider taffic and bigger population attached to Baidu advertising are no longer secrets. By doing Baidu advertising, the time spent on online promotion can be shortened greatly. What’s more, by Baidu advertising, the money invested in online promotion can have a significant decreasse.
It is difficult to transform from the management software industry to the warehousing and logistics industry, but Qantas has its own advantage, that is, the software for warehousing and logistics management it uses is very powerful and is based on world-famous SAP system, which many large foreign-funded enterprises value a lot. Therefore, the information that Qantas’ software uses SAP system can be seen everywhere, whether on Baidu advertisements or on its own website. The SAP system is claimed to be used by 86% of the world’s top 500 companies, so, unlike other logistics companies, the customers Qantas received are mostly large customers.
Perhaps because the predecessor of Qantas is a software company, they pay great attention to data analysis. After a period of promotion, they found from the obtained marketing data that although domestic e-commerce companies have strong demand for warehousing and logistics services and the procedures are relatively simple, the price is low, which leads to low profit; as for cross-border e-commerce and bonded warehouses, the procedures of warehousing and logistics are relatively cumbersome, but Qantas can simplify them by using and upgrading software to improve efficiency, which enables Qantas to have core competitiveness. Therefore, since 2018, they have positioned the company’s business in cross-border e-commerce and bonded warehouse. In 2021, with the continuous expansion of business, they set up another bonded warehouse in Hebei after the one in Beijing.
Due to the correct planning for their website, Qantas could get a lot of inquiries on the Internet. The official websites of general warehousing and logistics companies were tasked with enabling customers to search for warehousing and logistics information.But these functions were detrimental to the website’s SEO. What’s more, Beijing Qantas founded a branch in Shanghai at that time, which also required a website for promotion. With the help of Zhang Jin’s reasonable planning, Qantas made such an arrangement: first of all, remain the official website used for customer queries (www.kuaidaexp.com) untouched; and then register two domain names www.kuaidaexp.com.cn,www.kuaidaexp.cn, for companies in Beijing and Shanghai respectively and dedicate the two websites to SEO and SEM. SEO and SEM Promotion After years of ongoing optimization, Qantas had obtained a substantial increase in inquiries every year, while its digital marketing outsourcingfee and advertising fee remained the same, even though the cost of Baidu advertising continued to grow every year.
The figure below shows the consultation data of Qantas in 2020. Among the 250 valid data, only 44% of the inquiries are from advertising, while the rest are attributed to non-advertising SEO.
Shanghai Tianli Internet Technology Co, Ltd. focuses on corporates’ online promotion, and has gained rich experience of 13 years in Baidu advertising.
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