The thinking of Baidu Map: from the tool to the service-based

In the era of age, every map is drawing its own eco-circle. In this ecosystem, agents, system architecture vendors, service providers, financial payment providers and consumers are organically integrated.

Baidu World Congress, Robin Li with the new product "degree of secret" and show a technical emperor is how to do the service, at the same time, Baidu does not unexpectedly will each product layout Lazi service. Among them, the Baidu map, which serves as the entrance of the service, has broken through the basic function and transformed the core of the Life service platform.

As a travel tool, the map is always a convenient location for people to travel. The traditional mobile digital map service, which is based on the LBS function, is developed on-line. As a map such products, in the era of mobile Internet should be to provide users with value-added services, which is also the needs of contemporary people. The main performance is through the navigation to reach the destination, the need for more services related to the basic necessities. Therefore, the map should act as a "service provider" rather than just a tool that can guide the user to the destination and complete the task. Simply put, it should be from the "tool" to "service", and "service" transformation of the map is what kind of, and can bring benefits to users ?

1. Map Service upgrade main life service entrance

One of the most important features of Internet technology is that the function of a single product is constantly adding value to fission, each product should be selected for various functions depending on the development strategy of the enterprise or the future realization of the scene, and design more related functions around the main function, the relevance of the function is basically for the better service. These features are the added value of the product, which can be counted as a high added value if attached to the information interconnection technology. As a result, many of the original simple applications become multi-functional, with online trading, networking and other features of the product can better serve users.

At present, the map is given the high added value of information technology. As is known to all, maps have now become the entrance of public life. Uber can't travel without maps, various takeaways are based on maps, and the Internet in the catering industry is more inseparable from maps. In this year's Baidu World Congress, Baidu Map Business department general manager Li Dong Min mentioned the national famous fast food brand KFC to "shop page" mechanism access Baidu map situation, "shop page" mechanism is with "direct number", "plug-in" side of the three connection mechanism, after access, KFC can make more accurate marketing based on the map's scene dominance and big data capabilities, and of course the map is also an important entry point for its locked users and traffic.

2. What are the benefits of the "service" Map for users?

Maps from "instrumental" Transition to "service", from the store location index to the shop page mechanism, which is in fact to help merchants to achieve from online hawking to offline real trading means, but also to help users to achieve the best way to travel sentinel services. To the food and beverage industry combined with Baidu Map as an example, from the point of view of convenience, accuracy and traffic, the store page mechanism can provide users with the following advantages:

Strongly correlate branding with location, traffic path (means). This shows that the user opens the map to know where there is something delicious and fun, nearby good not to go. Dining choices are a time-consuming activity in today's diverse material choices. After the map has been linked to the catering brand, it solves the difficulty of dining choice for the user, and the route and time will be clearer and the efficiency will be much higher. Information integration, reduce the app jump information interference.

Previously, McDonald's, KFC, Bat John and so on have a separate app, the habit of eating Chinese users will have to install a public review. Different coupons, group coupons, discount information can only be seen in the respective app. Service point surface is too dispersed and the complexity of information, the user's decision-making interference, the user's decision-making cost is high, the merchant's own operation promotion also faces the problem of high cost. Now, on the Baidu map can visually see all the nearby stores. On the map there are business message push, location navigation, coupon push, online ordering, online payment and other one-stop functions. Users can make reservations online, pre-order meals, online queuing, and so on, these features will greatly improve user stickiness. Open the Merchant certification system, is "shops" or hundred-year-old shop at a glance. Baidu Map of the establishment of the merchant certification system, to customers to identify the merchant qualification, seniority of the convenient way. Which Beijing fried belly is the real traditional name to eat? Harbin Red Sausage which is the hundred years old? Is it authentic or cottage on the opposite side of the road? Just look at the Baidu map to the merchant to give the brand certification mark, it saves a lot of errands, was fake store cheat of bad worry, save time and effort. For the merchant, Baidu Map is a large flow and convenient features display platform. Baidu maps more than 70% of the market share, the number of users is huge. Baidu Map of the business, you can enjoy the search hot Word recommendation, Activity zone propaganda, business message push, store marking point set, online store personalized decoration, online store exclusive catering and other privileges. At the same time, the merchant can also cooperate with Baidu Map or third party, obtain the analysis big data, obtains the beneficial management improvement plan. These features will help merchants achieve the dozens of off-the-line storefront below the lines, and showcase the features that are visible to dozens of of millions of users around the line.

3. Strategic layout maps are drawing their own eco-circle

The maps are all trying to open their own map portals, and the big background is the demand for higher quality living services created by users in the mobile internet era, in fact due to changes in the business ecosystem of the entire society. Mobile connectivity makes the current mainstream business form, users can enjoy more convenient service, which is naturally the business to see the big incremental market. To solve a variety of user-use scenarios, non-lbs, non-map can not complete the task. Instead of using maps to do this with other applications, it is better to introduce a variety of services directly to the map as an entry point, and it is clear that map-based is more directly effective. Therefore, the map has become the era of commercial big kill device, its importance and business logic will be more comprehensive embodiment in a few years.

From the strategic layout and market structure, this Baidu map and the business brand cooperation, also considered a strategic cooperation. In essence, it is a joint business that creates an open-ended, co-win ecosystem. In fact, it's about the platforms, users and ecological battles between the internet giants. This kind of "infighting" even packs a variety of competing and competing relations, after the formation of oligarch effect exists, different times have different performance. In this era, every map is drawing its own eco-circle. In this ecosystem, agents, system architecture vendors, service providers, financial payment providers and consumers are organically integrated. Each group is able to gain the benefits it needs in the ecosystem and share the fruits of its work with other groups. For Baidu, this eco-circle is a more critical part of Baidu's big ecosystem.

Map from the "tool" transition "service", business form and business model may have some changes, in fact, it is inseparable from the strategic planning and development of enterprise layout. Baidu map from a navigation tool to gradually build their own ecological circle, for the realization of each user's "open diagram beneficial" is a very big progress. And based on the layout of Baidu map, Baidu's big strategy will also be further ahead.

There is no doubt that users will enjoy more convenience in the layout and competition of their businesses.

The thinking of Baidu Map: from the tool to the service-based