Baidu Search to promote the sneak after the certification

The 91 news of Baidu's 1.9 billion-dollar takeover has recently been blown up, as the acquisition could redefine the advantages and disadvantages of several internet bosses in the mobile internet. But what you don't know is that Baidu is relying on its own core product--the search engine, a larger bureau--the redistribution of the electricity dealer's flow.

1. About the current situation of Baidu's electric business

We first talk about Baidu in its own search engine action, in the search to promote the present, in the promotion of merchant "certification" means, but also added the "Report" function, it is said that currently covers more than 90% of the promotional search results. Some people say this is the Baidu in cleaning up their search information, optimize their search products, is in the leather of their own lives. But in fact far from so simple, this move, is in the leather "others" life, "others" who is?

Also as the search engine eldest brother of Google, in last June also did the same action, that is, the launch of the "Google Integrity Business" (Google Trusted Stores) certification services, with the electric business giant Amazon competition in the electric business industry, which is also considered to be Google's first step into the field of electric business.

Then Baidu, is not also doing this preparation?

Taobao search in the beginning of the shielding Baidu, was refused to meddle in the door outside the electric business, their own do the Philharmonic live and did not taste the sweetness, holding the largest flow of the entrance, forget? How could it be!

2. On the status quo of the brand trader of the electric business

Domestic electric business platform large and small there are many, Taobao, cat, Jing-dong, Suning, Gome, when ..... These few who dare to have a birthday for an anniversary, the other several "birthday" firecrackers than his own put more. All in the "Double 11" and "6.18" you will receive a variety of bombing, website ads, cell phone messages, and even micro-blogging on each other show up "polemic". Let's talk about the results:

Users will increasingly blur the value of each platform, can not say who more to the force, and the price of the comparison of the concept of more and more light, many times you will find that after the big promotion, the product price is still so low, there is no change, so "big promote" "let" the word is more and more unattractive;

Merchants are bitter, especially the relatively well-known brand merchants, because their brand awareness and the degree of benefit is the platform to catch consumers "bait", so did not promote once, these big brands on a big injury once, dare not cooperate? No flow, no activity, no show, all kinds of. So last year when the double 11, there are several electrical appliances merchants big brand exit platform information on Weibo, we may also have heard. Because they could not afford to fight each other between the platform for their own sacrifice.

3. What is the value of the electric business platform for the famous brands?

In fact, many of the traditional brand to enter the field of electrical business is purely to comply with the trend, follow the trends, simply did not think good why they go to the platform, what they want to get. For some well-known brands, there are two disadvantages in the presence of electric dealers:

Online shopping users are more inclined to price, so for well-known brands to walk the performance is still good, want to profit? More difficult, the profit space has been squeezed smaller, and never stopped. And for the traditional brand will also be on their own offline distributors have a great impact, incidentally also impairment of the brand value. In the early 2013 to quit the platform is because of the consumption of the operating model. That some people say that we sell normally, do not discount, do not price, can be, but where the flow? Still have to set up an operating team to guard, it is a waste of money.

The above mentioned platform price war is getting worse, injuries are these big brands, is they consume themselves, for the platform to attract more traffic, but many buyers of brand products are not relying on the platform of the display, is the user direct search, because most of the users have been well-known brands, of course, The premise that these big brands can be searched on the platform is that the platform has already told the user in advance for you: the entire 50 percent.

4. Some of the merchant's "own"

The initial start is Chengye Shenya Amoy brand out of the "Amoy", from the early years of the wheat bag, to the later Han all clothes, and some of the front, some of their own build brand electric business platform. They all say they can't afford to run the "expendable" electric business, which has two reasons:

First of all, tired of this work for the platform, of course, the premise of their own brand has a certain strength. In others platform operation, promotion activity fee, advertisement display fee, technical service fee, the expense increases and rises, the birth brand merchant brewing the more and more strong negative sentiment.

They have a clearer understanding of their brand's online buyers, their buying community, many of them have a certain degree of recognition of the brand, or even loyalty, they do not need the brand to bring the fuzzy demand flow, they need accurate users, they dare to leave, because they believe they can carry their own audience, at least a part. This part of the user will inject new blood into the traditional search engine, showing them to start a new search habit-to search engines to find products. Their users will not give up buying their own products because of the disappearance of their electronic business platform.

At this time, Baidu, waiting for these users.

5. Why is Baidu confident?

First of all we see, Baidu did not do a lot of action, it is still walking in the clean-up phase, is intended to erase their once bad search to promote the impression. Sweep the door clean, waiting for consumers to come and ask the way. (Of course, if the premise is Baidu to take a good case).

It felt the unhealthy price of the platform to fight on the platform of the brand merchants have a negative impact and impact, then if it put their own door clean up, will also give the desire to "run away" brand more confidence, thus speeding up their own platform road. As for those who do not have the ability and the mind from the platform to run away from the merchants how to do? At the beginning of the online Baidu micro-purchase has been creeping well waiting for amnesty. Now Baidu Micro-purchase business cooperation is 1th shop, Jingdong, Suning and some other electric business platform, but if the brand merchants stationed, who knows these big electric platform will be high quality sold instead of.

In fact, this trick is very ruthless, so that other electric business platform to raise the brand, and then to undertake.

6. Baidu's Disadvantage

Obviously, he can only try to meddle in the brand dealer business, and the number is not much, but if there are cases out, it should be quite fast.

Second, only to win the brand is not enough to support the "E-commerce" four words, the other small and medium-sized businesses attract means is how to Baidu electric business layout should be well planned work.

Summary words

I personally think Baidu Handheld PC's big flow entrance, search engine is their ace products, so do not drip e-commerce water is impossible, but the key is how they want to present and optimize their search products to undertake this business. Now search the results of the certification is only Long March first step, as to whether can win the junction, we let time to tell the truth.