360 Search Why launch a new independent search "Good search"? What is the logic behind it?

What will we consider when we consider changing our brand image?

1. Brand Mind Occupation

BAT three now has a wide range of businesses, almost into a whole-field intervention state.

But the user still has an equal sign in mind:

Baidu = search, search = Baidu;

qq/= chat, chat =qq/micro-letter

Alibaba = electricity quotient, electric quotient ≈ Alibaba (because Jing Dong to electricity business this keyword continuous infiltration effective)

This is the positioning of Jack Traut, each brand in the hearts of users have a keyword, bat success is to do the most commonly used users of the information search, social chat, shopping several needs to do is equivalent to their own brand.

360 What are the user's mental keywords occupied? One is "security" and the second is "rogue". The former is the key to the rise of the 360, the latter is over the years 360 of sustained in the fight trouble fell the root of the trouble, this life can not be removed.

So you can see that 360 out of the search, the user cold? Not a cold!

You are clearly doing security software, what search Ah, playing on the side. What the? Safe search? What's not needed!

We must not underestimate the power of brand mind occupation, this keyword in the hearts of users hard to remove/change more difficult. So 360 of the search business if you want to pick up, you must go to 360! At least on the brand to downplay the relationship between the search and 360.

Good search is searching, 360 is security, do not affect each other.

2. Habitual memory and Word-of-mouth communication

Baidu in doing search when there was a particularly smart experience: Search button is not called "search", but called "Baidu".

This is more interesting, now we need to search things will be used to say "Baidu", "Find the Niang", "Niang", Baidu is in this way let "Baidu = search" firmly rooted in the hearts of users.

This habit of memory is through the details of the product improvement, and with the help of the user's Word-of-mouth communication completed.

Look Sogou Search:

Another look at 360 of good search, really clever indeed learned!

3. Domain Name

"so.com" and "haosou.com" which domain is better? Short domain name is necessarily the best?

Search is the Internet's largest traffic portal, Baidu has successfully verified that the road works and can quickly make a fortune, so the Giants want to find a piece of the market.

Users enter the search engine has two main sources: one is to enter the spelling domain directly, the second is through the browser, Web site navigation inherent preset search engine module entry.

360 search claims to occupy 20% market share overnight, almost 90% of the source is 360 browser and Web site navigation. Does the user really manually enter http://so.com such a domain name that is not very familiar? No! So is an English word, although the corresponding pronunciation and Chinese "search" the same, but think of the parents of that age, and then think about the popularity of English education in China, they accounted for the proportion of the user.

Users can't remember so many domain names!

including Sogou search domain name is strange "sogou.com", Sogou corresponds to the "sogou" or "sougou", really stand in the user's perspective to think, which better remember? When I have many times to lose the domain name of the Sogou, visit the "sougou.com" when stunned this is really a dog's website to Sogou! Chuan Total you really have no money to buy domain name?

Remember again: Users can't remember the complex domain name, do the domestic market, full Pinyin or the first letter is definitely the best solution!

Let's look at two examples:

Baidu "baidu.com" use is the whole spell, the user will not be wrong into "bidu.com" or baido.com"

Jing Dong "jd.com" used is the brand initials initials, we know the domain name before the Jingdong is "360buy.com", for an electric business enterprise, domain name is not good to remember the user only from the search engine to enter the site, so Jingdong will spend a large amount of money to buy traffic. Why Jingdong in the box and so on all can touch the user place has JD two letters, accustomed to directly enter the domain name more users, they can save the cost of traffic costs.

Back to 360 search for the change of domain name this matter, I think this is a very wise choice! "haosou.com" is definitely more than "so.com" direct input, this is 360 in the browser navigation and other channel bottlenecks to obtain user growth breakthrough.

4. Image Remodeling and marketing promotion

What was the first thing that Yahoo's new CEO took office last year? Change logo!

Does the change of logo mean a lot to the user? Not。 What is the essential meaning of logo change? Let investors and users see Yahoo is an innovative company, and the past, no longer the old dead Yahoo, is now a new and dynamic Yahoo, back to the attention of netizens. This is the typical manufacturing news to win attention.

360 Good at what? One is to tear force, the second is PR. 360 when the search came out, the main management is Baidu's medical ads, the results are very effective, very able to obtain user identification, so the slogan of "Good search, do not do bad things" is also very clear, is directed at the destruction of Baidu in the user's heart to search this keyword impression, to re-establish the "search = good searching" process. Lenovo to the old weeks ago attack Baidu Guardian incident, is a good search for the brand image remodeling do preheat it.

360 search Nearly half a year has no news, since the media began to sing decline 360 search, so 360 need such a brand remodeling to struggle, as for the user recognition is not recognized, that is something.

At least he tried it in old weeks!