Baidu breakthrough bidding ranking Nuggets Baidu Alliance

"In the Internet traffic, only 4% is the search traffic, the rest is browsing traffic, how can the latter be further realizable?" "May 14, in Sanya, held in the Baidu Alliance summit, face from the country's hundreds of alliance partner representatives, Baidu Chairman and CEO Robin Li threw out such a problem."

Li said: "As long as the remaining 96% of the flow of one-tenth or even one-twentieth, can bring a substantial income." Robin Li thinks: The Baidu Alliance is the platform that lets these flows become present.

Robin Li's plan is that Baidu uses the search platform to realize the ability to attract more and more network media to join the alliance, so that the search traffic outside the media flow into revenue, in the network to gain revenue, Baidu also achieve the corresponding profits.

In Li's constant emphasis on Baidu Alliance media platform role, mining search outside the flow behind, Baidu is quietly to break free from the bidding rankings of the "kidnapping" of the preparations and preparation, Baidu Alliance ads in the ranking business has not yet achieved a perfect turn, the most likely to rapid growth of the breach.

　From 4 million to 400 million

The reason why the choice of Baidu Alliance as a breakthrough is due to its staggering revenue growth: the 2002 when the establishment of the Baidu Alliance, when the members were divided into only 4.13 million yuan, by 2008, this number soared to 418 million, 6 years time doubled 100 times times, an annual increase of 215% The 2008-year divide was nearly 40 times times that of 2004, surpassing Baidu's 2008 gross income, which was 30 times times faster than 2004.

According to the above analysis of the digital changes, Baidu Alliance brought about by the proportion of income in the rising year by year. This is a sharp contrast to the declining share of Google's AdSense revenue.

According to Google's annual earnings statistics, adsense accounted for the proportion of total revenue in 2004 is 48%, 2005-2008 respectively, 44%, 39%, 35%, 31%, to the first quarter of 2009, the proportion to 30%.

Cooperative Network media Baidu Alliance plays a vital role, but the Baidu Alliance also includes other carriers, software, internet cafes, operators.

Baidu Alliance more than AdSense connotation more extensive. Among them, software promotion is refers to in the browser, the video audio player, the downloading software and so on individual user terminal, installs the Baidu the search plug-in, the website promotion namely the Network Media Alliance, the Baidu matches the advertisement to put in each kind of network media, this way and Google's AdSense pattern is same Internet bar Promotion refers to the penetration of Baidu search into the national Internet cafes, the operator is to promote the mobile, telecommunications, unicom, mobile interface coverage.

To promote the Internet café as an example, Baidu is responsible for internet Café channel promotion manager Choshingqiang told reporters, Baidu in the country more than 130,000 internet cafes, has occupied 100,000. "The number of young people who first surfed the internet in Internet cafes accounted for the majority of the people who were very impressed with the search engines they were in, and they will be the main players," said Joe. ”

According to Cnnic's latest report, the proportion of Internet cafes in China is 39.2%, internet cafes become the second largest Internet users in China, at present, the total size of internet cafes in China has reached 99.18 million people.

According to Analysys International statistics at the end of last year, "Internet cafes most often used search engine survey" shows that Baidu to 86.7% of the share ranked first.

Choshingqiang said that Baidu in the promotion of Internet cafes mainly through the promotion of Internet cafes and internet cafes software providers to promote two ways, the latter in the Internet cafes to provide billing, network and other software processes, embedded in Baidu's search engine, the flow of revenue generated by the software service providers, Baidu and software service providers are divided.

In the operator promotion, with the start of the 3G and the domestic three major operators increased competition, Baidu also accelerated the speed of cooperation. May 15, Baidu and Shanghai Unicom reached a 3G wireless search cooperation; In the past 5 17 Telecom day, Baidu also with China Telecom's "All the numbers" reached a strategic cooperation, according to the two sides agreement, including web pages, news, pictures, bar, know, MP3 and so on a series of Baidu Search service will be integrated in a unified software module, within the "all the number" service platform.

As for the website Media promotion, the Baidu and the AdSense belong to the homogeneous pattern. Baidu responsible Personage did not disclose to the reporter 4 kinds of promotion way of respective income proportion, also declined to disclose the proportion of the website media promotion. If according to the site media promotion accounted for total income of 1/4, referring to Google's minimum 50%, the actual average close to 80% of the proportion of the calculation, Baidu last year from the media to promote the income of about 125 million, which accounted for last year, Baidu 3.2 billion of the total income of 4%, Far less than AdSense accounted for 30% of Google's total income ratio.

The proportion is still low, which means that the future growth of space, Baidu was quietly as a way to get rid of too much reliance on the status of the bidding position of a killer.

　Become aware and paste

Baidu Federation general manager Cai said that the current Baidu alliance has nearly 300,000 customers, Baidu Media Alliance more concerned with the Federation of Media and customer docking, and has a special customer convincing members to submit media analysis and Advertising results report.

"Baidu Alliance Another Place worthy of future good digging is, it's stick and know." "Cai said.

With the bar and know that increasingly become netizens to find information tools, in the face of more and more "Google, Baidu know" phenomenon, Baidu business operations vice President Haoyu Shen said that the Chinese Internet is a feature, the current online is still very lack of a link is edited content, in fact, a lot of useful information in everyone's mind, And people are willing to contribute out, stick and know the hot show that this pattern conforms to user needs.

Post bar and know the content of the 96% part of the non-search, for this part how to change, Baidu is also in constant search. "This part has the act of searching, there are a lot of browsing behavior, we give some links to relevant content, sometimes accurate, but also put some ads, but this is relatively small, the world in the search outside the view of the problem, there is no good solution. ”

Haoyu Shen said that there are a lot of places to explore, so that Baidu and the media Alliance partners to benefit.

　　Marketing Change

Baidu Alliance to rely on the current search outside the flow of the same time, Baidu's brand advertising began to revive, which has become a decentralized bidding rankings a benign indicator.

According to Yebong, Baidu's revenue growth this year has been a big source of revenue for old customers, Baidu's big customer department and brand advertising has a framework agreement, last year, a part of advertisers, began to sign a framework agreement this year, in addition to many customers have signed last year, has also been renewed this year, the framework of the signing of the growth of more than 60%.

In fact, Baidu in the customer's ability to renew began to strengthen. May 14, Baidu in southern Guangzhou, Dongguan, Shenzhen and other regions of the sales staff have a pay dispute, part of the reason is due to the changes in customer signature assessment standards, according to the relevant staff told reporters, the new assessment criteria in addition to improve the monthly number of signed, the customer's ability to renew the request.

At the time of Baidu's first-quarter earnings release, Goldman Sachs analyst Seychelles James Mitchell asked about the restructuring of the sales team.

Yebong said that since the second quarter of last year, Baidu has taken a number of measures to improve the efficiency of the sales department, the second quarter last year, the number of employees in the sales department decreased, but on the other hand, Baidu is also focusing on strategic investment in the sales sector opportunities, especially in training.

May 14, Yebong told reporters that Baidu's operating system in constant updates and adjustments, although the sales staff has been decreasing, but this is not related to the 2007, this effect is to optimize the organizational structure, Baidu will adjust the operating structure, but not entirely according to the industry, such as the previous three level now become four levels, On the other hand, the Department of Adjustment and evasion, improve the efficiency of personnel.