Why should the glutinous rice Net change its name? After the thought behind the mystery

　Introduction: Baidu glutinous rice formal new debut, not only spent billions of dollars to build "Baidu 37 Girls festival dote on girls nationwide" full network of large feedback activities, at the same time the launch of "at any time" service commitment. As a once created the network myth of well-known group buy brand, glutinous rice net why want to change its name?

March 6, Baidu glutinous rice formal new debut, not only spent billions of dollars to create "37 girls Festival of glutinous Rice to dote on the national girls," the whole network of large feedback activities, at the same time the launch of "at any time" service commitment. As a once created the network myth of well-known group buy brand, glutinous rice net why want to change its name?

The first is derived from the integration of brand intangible assets. Baidu wholly-owned acquisition of glutinous rice, the integration of capital level after the completion of the renamed glutinous rice Paste on Baidu's label, Baidu to its own credibility and brand tension for glutinous rice endorsement, and finally let two of the brand to create a resultant force, so that the original two consumer groups successfully superimposed. This is a more valuable thing than spending tens of millions of advertising fees.

Baidu vice president and Baidu Glutinous Rice CEO Liu said, "Baidu has a strong technology and flow advantages, and glutinous rice for many years deep, with rich operation and service experience." After the depth of integration, Baidu Glutinous Rice launched a new brand, is to let all consumers in the leading technology and quality service with the help of life, "save money more worry." ”

Second, the glutinous Rice net renamed as the Baidu Glutinous rice, after virtually weakening the function of group buying, more emphasis on life services, so that it in the business model with greater imagination space. The glutinous rice net leaves the people the deep-rooted impression is buys. But in Baidu's layout, the Baidu glutinous rice should not confine itself in the group buying. Group buying industry after a round of flourishing development, need to inject new genes and models, that is based on the unique advantages of the O2O.

Since the establishment of LBS division, Baidu has developed extremely fast last year, Baidu map users breakthrough 200 million, not only in product technology and services to win over rivals, but also in the market level has opened a wide gap in the followers. Baidu's flow distribution + map of the location of the entrance + search information, you can give Baidu glutinous rice more strong marketing force. Baidu in the marketing community's influence also provides the O2O cooperation merchant to provide the dependable safeguard. And the glutinous rice net covers many city's sales team and accumulates the user Foundation, also helps the Baidu to build localization lbs platform for the merchant, impels the Baidu entire O2O layout to the depth very near.

Overall, the O2O Life service platform built by the Baidu glutinous rice, because more close to the potential consumer's behavior trajectory, transforms the path to be shorter, lets the merchant's marketing to be more effective, the line and the line, the flow and the sales, the user and the merchant, all thus can get through. This is the most important mystery behind the renaming of Glutinous rice, I believe this is also the most imminent threat Ali do not want to see.