Advertising Wars hidden Internet wars

Horse just started, there are many noteworthy phenomenon, the first 10 minutes before the Spring Festival Gala ads are most of the internet companies to put this, contains the most information, people deserve to think, from which you can know a lot. Who voted, who did not vote, why cast this, the intensity of the investment and so on, this is not a simple question of advertising, more can partly reveal the next year's industry competition pattern.

This year's Spring Festival gala 10 minutes before the ads are: micro-letter payment, Tencent mobile phone butler, mobile phone Baidu, 360 mobile phone guards, millet, Jingdong, Suning, Gome and so on. in 10 minutes, CCTV in these several revenue advertising fees add up is astronomical, of course, this session mainly by the Internet company as the big gold Lord of the Spring Festival Gala, in history is also absolutely not, unprecedented but do not know whether can dies. This, at least, confirms the prediction I made in the second half of last year that the 2014 Internet will be a war-torn war.

The biggest tab in the Spring Festival Gala is Tencent, which is two, and the rest is one. BATQ Plus last year's star Millet, there are three electric dealers all debut, but the lack of Alibaba, the mobile era Ali People's right to life is not deprived, is to give up. There is reason to believe that in the electric business is due to the Beijing-East Drive, Suning and Gome, the two have a huge line of business companies must participate in, otherwise be overshadowed by the limelight, outweigh the gains. On the mobile internet, it is much more interesting to think carefully.

Micro-letter recently hot red envelopes, Ali do not have the means, since the fangs have been exposed, there is no need to seep, Tencent this year to move to pay this piece of mentality is very prosperous, they think is subversive mobile phone Alipay, the appetite is very big. Baidu this piece, of course, mobile search, Baidu may feel that more than 70% of the market share is not enough, but also to continue to expand their results, as soon as possible to realize the large-scale commercial mobile search. In the 360 side of nature or to the main push security products, this year in the field of mobile security competition will become increasingly fierce, bat has entered the mobile security, 360 need to strengthen the defense capabilities of the business.

Here, there is a point to note, although Tencent this year in the CCTV Spring Festival Gala Investment is a big, but Baidu's overall advertising investment and not inferior to Tencent. Baidu has recently pushed three products, is the mobile phone Baidu, Baidu mobile phone defender and Baidu map. And Tencent's centralized investment is different, Baidu's strategy is to put the bulls simultaneously, in all fronts at the same time exerting force. The more forceful, is using the network God drama "Never thought of" the original cast of the TVC, the first 30 seconds on the Spring Festival evening before the golden time, the full version in the TV screen and online everywhere. These ads are interesting, many people are actively looking to see.

Baidu Mobile phone defender is only last year began to promote the business, it is striking, the promotion is not small. In addition to the early stage in Beijing, Shanghai, the Golden Circle of outdoor advertising, many popular mobile applications, the first screen is also under the package. During the Spring Festival, Baidu will Archie art and the resources of PPS left to Baidu Mobile defender's launch, covering users hundreds of millions of. If the dynamics, Baidu mobile phone defender is the largest of the three products.

Baidu Map of the TVC also on the CCTV 6, this intensity is small, but from the map product attributes, the user positioning of high-end, it seems more appropriate in the film channel such platforms on the launch. Baidu map of the offensive last year, a variety of strange tricks, the festival recorded the movement of people in the Spring Festival, but also widely reported outside media, known as the record of the largest population migration in human history. Baidu Map of the promotion strategy is very clear, near the attack of Gould, far away from Tencent.

New Year's Eve news network has a big data on the spring festival, using Baidu data detailed information about the Spring Festival. Lenovo to a few months ago in Zhongguancun to the Standing Committee members to explain the big data, can basically confirm that this time did not spend, but Baidu benefited from it is really difficult to say. Baidu in the large data field accounted for this pit, quite large, mentioned large data to think of Baidu, I believe it is Baidu hope to achieve the effect.

Advertising has, the effect is very important, Baidu in micro-blog to engage in an integrated delivery effect of interactive activities, users need only pat the next side of the three products Baidu ads can draw, for half a month, 60 a day, 600 yuan bill, this investment is modest, for such a large-scale advertising campaign, but it is necessary. Because this is also Baidu this spring Festival marketing to do one of the most ingenious thing, it not only stimulated the user's attention to advertising, but also the spread of various decentralized and promotion of the integration, the formation of the Spring Festival marketing channels of mutual borrowing.

From the advertising campaign to see, the Internet this year's competition pattern has been very clear, mobile security has a war, mobile payment is a decisive battle, mobile search has guerrilla warfare, the map may be upgraded from a local wars to melee.

With all the forces moving towards the Giants, BAT has to consider the security of its own user assets. Originally the big Three do their own things, there is an old four responsible for security, very good division of labor structure, but this old four not be trusted, bat eager to establish their own security team to protect the core business security.

360 Mobile phone security guard is said to have users 400 million, Tencent Butler also said that there are 350 million, Baidu mobile phone defender also hundreds of millions of. The pattern of the mobile security market is not as big as the PC's, there are many opportunities, this year this time point should be the last chance to invest in mobile security, it is likely to form a pillars situation, that is 360, Tencent and Baidu compete with Taiwan, each capture a certain share, and ultimately to see their respective promotion results. Although Ali also wants to enter the mobile security, but has not seen the action, the voice is bigger than the action, may first exclude it in this war. Perhaps rumors in Ali buy 360 of the move, make Ali not in a hurry to develop their security, received 360 immediately into the security market first camp, not to worry.

Mobile payment 2014 is still a duel for bat three. Ali did not carry out advertising this year, I believe the funds face a little nervous, but its mobile payment advantage status still. This year's three-strong overall competition pattern will be first entangled after the battle, the legendary micro-letter payment users too billion will not come so early, really to billion that day will be very lively. Baidu is relying on 14 billion app to occupy China's most extensive mobile user groups, traffic users have no one can enemy. The "payment" offered by hundred pay can connect the whole "financial services". For example, Baidu Map, this is the most imaginative space of one of the applications. At present, Baidu Map in the mobile end has accounted for the absolute advantage, based on map services catering payment, ticket hotel reservations, such as "mobile phone one-stop payment service" is very tempting, the habit of going out first search, the regiment is undoubtedly a huge crowd. It can be said that Baidu in the flow of users, pay the scene has been set up a huge stage, and so on 2014 years disguised as makeup, kicked off the opera!

Mobile search this piece, the situation is very stable, but can not rule out the possibility of guerrilla warfare. 360 is likely to launch a raid, the most unexpected way to occupy a certain share, but this time different from the past, this time Baidu has been on guard, I believe it will not be so simple. This year mobile search this piece, must have been washed out, if the Sogou really go in, how to get in how to come out. Finally, the remaining two players are opponents, a small one, believe that the most reasonable ending.

Moving maps will follow simple, complex path evolution. The simple thing is that Baidu and Gould now bite very tightly, it seems that the two families in the fight, the complexity is that Tencent will join the war regiment. Although he believes that a magnifying glass can not find the Tencent map business where, but still can not be so optimistic. Tencent has been preparing, the map business is so important that Tencent will not come up with a bite. Baidu currently played a high German goal of two, one is playing high Germany, the second is to defend ahead of Tencent, as far as possible to expand the advantages, the back of the pressure will be smaller. There are many variables to move the map, and it seems that the third person's role is still necessary, and this year's competition will be wonderful.

Behind the war, is the user and the consumer benefit, the industry development level promotion. A few days ago I listened to old classmate Simon said that China's Internet in many areas has been too much ahead of the United States, give me a case. I think that this is the result of the perennial war of war, it is recommended that the company to implement the rank system, in addition to the existing title, from the commander to the platoon leader, everyone to get a second title, the formation of a complete battle mechanism sequence, fighting to be more efficient.